A cold email is an email that is sent to the prospective customer without any prior communication to generate leads. It is a brief, powerful and captivating message. Therefore, every piece of the email should have a message and play a vital communicative role. An effective cold email helps to create a connection with the prospective customer and, at the same time, states the purpose and guides them to perform a specific action.
Following are six best practices for appealing to prospective customers with cold emails:
1. Research Your Recipient
Unlike a spam email sent to innumerable addresses without researching the customers, a cold email is written after extensive research on the customer. With an active role in social media, tools like Google search, Facebook, LinkedIn, etc., can help you know more about the prospects to help you prepare a compelling message.
The main aim of the research is to connect to the customer by knowing about their likes and dislikes. It enables you clearly understand the needs and challenges of the customer and tailor a message appropriate to their present situation.
2. Craft an Engaging Subject Line
The prospects are people who might receive many emails every day. Your email might likely go unseen by the customer. Therefore, to draw their attention to check your email, you must prepare an engaging subject line. The subject line is the most crucial part of the email that will appeal to the customer to open and read the email.
One of the ways is to mention the name of the prospective customer in the subject line. For example, instead of "Try various cuisines using our new food-ordering service," you can write, "Sarah, Start your weekend with incredible flavours!"
A few examples to prepare an engaging subject line:
- Use the recipient's name: Using the customer's name gives them a sense of personal connection. People prefer a personalized tone of message over a computerized tone.
- Use a unique and unexpected hook: To capture the attention, use a startling phrase.
- Use the time to create a sense of urgency: A sense of urgency is more likely to get a response from the customer as they feel the product might be available only for a short period of time.
- Ask a question: Asking increases curiosity, and the customer is more likely to learn more about the subject matter.
3. Quickly Make a Personal Connection
People are keen to engage with someone they are familiar with from their network. It is difficult to connect personally over a cold email as people are more willing to do business with someone they trust. You can try to build a connection by firstly mentioning the customer's name. Additionally, you can say about any mutual connection or how you came to know their name. In this manner, they will see that you're credible.
Further, mention any authority, social status, or credibility you possess relevant to the recipient. You will receive a response if they perceive you to be an essential organization.
You may also introduce the cold email by asking them about the recipients' problems or the ones you have observed. However, write an introduction in such a manner as to display that you have thoroughly researched them. Try to show that you picked to contact them specifically and not randomly.
4. Get to Your Point
The customer might receive numerous emails every day. They might not read the entire email if it is too lengthy. Therefore, the email should be brief and concise. Be clear and mention the purpose of your email.
An excellent way to write the content of the email is by linking the major problem you think that they face based on your research. It gives the recipient an idea that you are interested in their needs and have a good grasp of the business. At the same time, with your understanding of other customers in the same market, you can call attention to one issue along with a solution you can offer.
After creating an awareness that you understand the customer's challenges, gradually offer them one particular way to help them. When people feel that they and their interests are being understood, they are more likely to respond. Don't try hard to sell or too much flattery. Instead, it highlights the particular benefits that you can provide to the prospects.
5. Create a Call to Action
The main aim is to get the customer to respond to your request. To get a response, give a clear direction that the person can follow to minimize confusion and enhance the chance of the recipient to respond. It may be scheduling a Skype meeting, providing feedback, replying, etc. Any action you finally want them to do. Try to keep it effortless.
6. Don't Forget to Say Thank You
Showing gratitude to the customer for their time is a great way to create an excellent first impression. You should thank your customer for reading your email. At the same time, you should provide them an option to opt-out of any future contact. It is more likely to get a positive reply when the message seeks permission from the customer to follow up or enables them to opt out.
Cold Emailing Best Practices & Principles
There are a few practices and principles that will help you plan the cold emailing as a sales strategy:
Focus on your ultimate goal
- Show your genuine interest in providing solutions that work.
- Be succinct and only include the information that is essential.
- Let them know how you can meet their needs.
- Be reliable and authentic.
- Talk about the benefits gained by the customer and avoid talking about the features.
- Be grateful and a little vulnerable.
Conclusion
Extremely personalized cold emails devoted to a particular audience are great ways to develop new business relationships and get more leads for your business. Writing personalized cold emails is a beneficial sales skill and can help you get more responses from prospective customers.
