HOW SALESPEOPLE SHOULD WRITE PERFECT COLD EMAILS & SCORE MORE SALES
Just like an unwanted guest, a cold email is something that has been sent to your inbox without your prior permission. However, many marketers still believe that cold emails has a relevant space in the marketing books and even consider it as one of the powerful tools to generate leads for your business. To send cold emails, salespeople do a fair research of a qualified list of prospects, confirming the recipient’s email address, company status and their expected challenges against which a proposed solution is made.
To create a reach out mechanism, cold emails eat majorly 70% of an average salespeople time in drafting email, sending the template, following up with the prospect, scheduling the meeting and sending proposal. In case, the prospect doesn’t open the email at the first place, the cold email cycle will be hard to implement for getting new leads and businesses. That’s why this blog focuses on solving the challenges of cold emails and how to persuade your prospects to read your email in the first place and get a considerable good response rate.
Be Concise
Based on the subject line, your client will either open the email, or just scroll down to see the rest. Be concise and effective right from the beginning when you juggle to finalize a subject line. Anything that gives an impression of being intrigued should not be considered. However, we would suggest you to take some help of facts and figures to make your mailers more actionable and enticing. Most importantly, the use of less characters (min 50) in your subject line will do wonder to get a hold of prospect’s attention and assist you in getting a good number of open rates.
Follow up Email
When Joe sends cold emails to his prospects, he makes sure that he is prepared with ready-to-shoot follow-up emails so that any prospects must not fall through the cracks. With reference to a survey, salespeople should follow at least five follow-ups because at times the recipients don’t get time to read the email, or might have missed it by accident. However, don’t get disappointed if you do not get a response to your well-crafted email but make sure you send the email with a very attractive subject line that compel your prospect to pause, open and read your email. Here are few follow-up emails phrases to start with:
Should I stay or should I go?
My brain is an open book for you
Did I do something wrong?
Can you blame me for swinging for the fences 🙂
Re: Just a follow-up
Simple call-to-action
After reading your email, your next step should be quite straightforward as in directing them to call-to-action (CTA) that will significantly fulfill the purpose of your cold outreach campaign. There are number of ways you can use to end your email with a proper CTA such as asking for 15 min demo, schedule a meeting, signup for free trial version etc. But don’t ask for too much as in a reply is expected of your first email and make sure you draft the email with only one CTA that is precisely simple and straightforward.
Hit the bull’s eye
Recently I received a cold email from Alex showcasing the analytics of my company growth and some of the pain points that I could face in the future. What made his attempt a stand out was that he did a comprehensive research about me, my organization, my website and then chase the CEO directly i.e. me. Here, you should scale your cold email strategy with the proper research that is backed with the accurate information of your prospect, his designation, annual revenue of his organization, the challenges, proposed solution and the number of employees working there. Such outreach efforts will make your cold emails less cold and thereby, you will notice great results for high-end services.
Be focused towards your prospect
At times, the sender gets completely diverted and takes the wrong road of self-glorification. In some emails, there is too much information about their company, their esteemed product or services and the awards that they might have gotten in the past. Stop stop, but that is the entirely not the intention of creating cold emails. Right? Instead, figure out the features and resolutions that you can provide to solve their challenges, or to assist in uplifting their company. Look into their heads and ask them,”
“What can my company do to make your life easier?”
“How can my product assist you to be more productive or increase revenue?”
“How we can help your sales efforts to drive revenue.”
So, do include such questions to be more focused towards customers and their challenges.
Impact of Personal Touch
Make sure your email look authentic and do not fall into the spam category. A word to the wise: Personalized emails get 40% higher open rates than those impersonal and overtly fancy templates. It’s high time that you need to invest in quality content and ensure that your email should not be projected as robotic ones rather it should depict human emotions, otherwise it will become harder to reach inboxes again.
Too long, too far
Everyone is occupied at workplace and no one has all the time of the world to read between the lines. However, writing a good, impactful and brief cold email is a skill, wherein some are born to live with words, and many learn to acquire such technique. Apart from being in a constant time crunch, the inbox is already flooded with offers, discounts, newsletters and hell more such things. Stick to the writing pattern of between 2 to 4 sentences, sharing some facts, figures, proposed resolution and quick call schedule.
