Ask any cold emailing expert and they’ll tell you that in this day and age for a cold email to stand the best chance of doing its job it needs to have a certain level of personalization. An email that sounds like it is one of 1000 that is exactly the same just isn’t going to cut it.
The good news is that there are a number of tools you can use to help you successfully personalize emails and speed up the whole cold email process (you can learn more about those as a part of my lead generation course but are you really doing enough to get those emails opened and their recipients engaged in what you have to say?
The devil, they say, is in the details, so before sending your cold emails, take a closer look at those details. These are smaller, contextual subtleties that are picked up by the subconscious and make your communication look and feel more personal. This will increase readership without changing the content of the message itself.
Here’s a quick checklist that each of your emails needs to pass in order to give them the best chance of catching your prospect’s attention and getting a reply.
What Is The Tone Of Your Email?
Write in a conversational tone. Does it sound like a conversation you’d have with a friend? Pretend that’s what it is. Always use contractions unless you’re trying to emphasize a specific point. Write in the first or second person, using pronouns like “you” and “we” and “I.” Each sentence should flow right into the next. And avoid jargon at all costs.
Who Do You Sound Like?
Don’t sound like a salesperson. If it walks like a salesperson and quacks like a salesperson, then it must be a salesperson. And frankly, people love to buy but hate to be sold to. At any sign of being sold to, your prospect’s defences go up. Most people attempting B2B sales know about this principle but think for some reason it doesn’t apply to them. However, a person is still a person whether they are buying in a personal or professional setting.
Capture the attention of the potential client with your subject line and make sure the content of your email covers their pain point. This way cold outreach personalized emails will perform much better and people will see that you aren’t just sending boring cold sales emails.
Is It The Right Length?
Keep your emails concise and to the point. People are already short on time, and their inboxes are already overflowing. The last thing they want to read is another long email. How many times have you saved an email for later? Have you read it yet? Look at each sentence and each individual word and ask, “Does this add value to the email?” If not, or even if you’re not sure, delete it.
What Value Are You Offering?
Offer value at each and every follow-up touch. Is there an irresistible offer in the email, one they can’t say no to? This could be a relevant piece of news, a good blog post, a new business insight, etc. That’s how you can send 10 (or more) emails without worrying about becoming a nuisance. Offering people valuable information will see your reply rate increase and your conversion rate grow just as much!
AVOID THE SPAM FILTERS
Another thing to do with your cold emails is to avoid the spam filter! Know your target audience and you will be able to craft the best emails. But avoid clogging the prospect’s inbox with too many follow up emails as that will hurt your reputation. Effective cold emails perform best when they are natural. Their deliverability is better and a potential customer is more likely to open it if it doesn’t seem like spam.
If your cold emails do not match these standards then yes, you’ve got to go back and revise them. Yes, that’s a pain, but at least you’ll know what to do the next time around.
Cold emails are unsolicited emails that are sent to customers in the hopes of gaining their business. The word “unsolicited” might scare you into thinking that cold emails are a form of harassment, but that couldn’t be further from the truth. Business leaders and decision-makers for companies all across the world expect cold emails to arrive in their inboxes. After all, researching every company in the world and trying to contact them would be a huge waste of time. That’s why cold emails are a significant step in demonstrating to a company that you value their business and want to form a partnership with them.
Notice that we’re talking about cold emails in the context of B2B or business-to-business marketing strategies. That’s because individual consumers do not appreciate their inboxes being flooded with thousands of unsolicited emails from companies they’ve never heard of. For that reason, cold emails have become a staple in B2B marketing while being primarily abandoned in B2C marketing practices.
Here are some awesome tips on how to create a winning cold email for your next client:
- Keep it really short – Make sure it’s less than 150 words. If that seems like it’s too short for you to explain all the inner workings and offerings of your company, we assure you it’s not. The problem with most cold emails isn’t that they fail to explain certain things about their company. It’s that they drone on about useless information that turns off clients.
- Make it engaging – Don’t be afraid to throw in a joke or a conversational tone to your email. Company leaders won’t remember your email if it’s like every other dry message they’ve been sent before. Email is primarily a method of communication between two people, so you should always treat it as such.
- Always include a signature – At the end of every email, include your contact information like your phone number, email address, and LinkedIn profile. This will make it easier for clients to reach you if they have any additional questions.
There are two main ways to personalise cold emails. First, you can use email automation software like Lemlist or Mailshake that will allow you to create engaging emails and autofill the personal information of every one of your clients, tailoring the message of your emails to each specific client. Secondly, you can hire a trained email copywriting staff like the one at Pearl Lemon Leads. Our staff is trained to include personalised information like your client’s first name and company in every email that we write. Further, we’ll write the emails for you, so you won’t have to spend time or money learning how to use email automation software and write engaging emails. Our staff will handle every process of the email copywriting process for you. If you’re interested, you can book a call with us here.