Cold email is still one of the most effective ways to present you to a targeted audience.
If you are reading this article, chances are that you have already sent a dozen of these outreach messages, or you are about to do so. Either way, the main point behind every cold call email is to bring in new leads.
What is a Cold Email?
A cold email is an unsolicited email that is sent to a receiver without prior contact or a request for information previously(known as a cold prospect). It could also be defined as the email equivalent of cold calling. Cold emails are different from spam mails.
If they’ve ever expressed any form of interest, they would be a warm prospect, and you’d be sending a warm email.
How to Write a Cold Email ?
Cold emailing is harder than most communication for two reasons. You have no relationship with your audience yet, and you lack non-verbal feedback, so you can’t modify your approach in real time. As a result, most cold emails fail.
Here are few tips on how to go about with that cold email that you want to send out. After all, sending the right cold email could land you your next client/lead, employee, or even job.
1) Be in their Shoes :-
So the first tip is assume yourself to be in their position and it’s you who would be getting the email. This way, you would know what should be there in the email that would make you read it.
Also, another advantage is that you could correct the mistakes. For example, you would have come across few cold emails which someone sent you and might have seen few mistakes or din’t like the mail at all; hence ignored it. So, you could make the changes that you would have wanted in that email which could be appealing enough.
2) Send it at the Start or End of the day :-
Continuing with the previous tip, you very well know that a person checks the email when they’re either starting their day with a cup of coffee and newspaper or towards the end of a hectic day.
Hence, if you’re contacting a busy person, they’ll probably miss your message if you send it during their working hours. Send it first thing in the morning or as the work day ends, when they’re probably checking their inbox. As obviously the least you want is the person to not even read your email.
3) Make A Contact List :-
This might be an obvious tip but many people forget to follow it.
Make a list of people in the desired profession that you respect and admire. If you could get 15 minutes of anyone’s time, who would it be? Now write them down.
Make sure you are not sending emails to 100 leads who are not even interested.
4) Find their E-mail :-
This is a very important step, because without the correct email address, it would make no sense to write a cold email to a stranger. So, make sure to find the correct email address of your cold prospect.
As mentioned in one of our previous articles, How to find email address , you could find the email addresses of the company names that you know or by just following the points to find the address of any person as well.
5) Short and Simple :-
Would you read a five-paragraph essay from someone that you’ve never talked to before? Probably not.
You don’t like reading long emails, so how do expect your desired contacts to have the time to read it. If you can’t get to the point within a single screen’s worth of text, the prospect is probably going to send it to the trash or forget it forever. Hence, don’tever send long messages reciting an entire story of your company.
Everyone is busy and their inbox is probably already full. Don’t make things worse for them. It takes less than a minute to read and respond to an email. So, try and keep your email short, sweet, and to the point.
The e-mail shouldn’t be more than three or four sentences- short enough for someone to read and respond to in under a minute.
6) Perfection yet Personal :-
A monotonous email to every contact is a big NO. It might save your time but you would lose your precious contacts.
Make it personal by mentioning about the person. Instead of sending an email filled with “I” and “me,” the email needs to have more “you” and “your.”
Make it to stand out. Don’t just make it clear why you are reaching out, make it clear why you are reaching out to them. Highlight what specifically drew you to that particular person. Add a sentence or two about how that person’s work would be a great fit with your audience and why.
7) Subject Line :-
You could spend an entire day writing the best email body known, but if no one opens the email, your efforts will go to the gutter.
To make sure that doesn’t happen, you need a compelling subject line. This advice might sound obvious, yet there are still so many poorly written subject lines. Just open up your inbox and see how many emails are in there that you’ll never read.
If people don’t open the email, nothing else matters. There are many things you can do to increase open rates, but one easy best practice is using their name in the subject line.
8) Be a Human :-
One of the best ways to keep things approachable and to the point is to write like a human and not like a robot. Writing your email like you were talking to someone in real life makes it feel much more friendly and relevant.
Assume that you saw this person out in the public and had to walk up and say “Hi”, how would you start your conversation? You wouldn’t just pounce on him about the stories or achievements of the company. Most likely, you would start with something like “Hey xyz, I’m abc. I read your column every week and love how you are focused on startups. I wanted to talk to you about my company because…”
9) Just Ask :-
One must know that there’s more to a good “ask” than just telling people what you want. How you tell them matters a lot.
“Let me know if you want to meet up” is terrible. This forces someone to exert mental energy to make a decision for both of you, and it puts the gunpoint on them to sort out the details. It’s short, but not easy or actionable.
Compare that with this – “I can meet on Monday or Tuesday between 8 a.m. and 11 a.m. at the Coffee Shop on 8th. If that doesn’t work, tell me what does, and I’ll make it happen.” That gives them a clear, easy action to take, with specific bounded options.
10) Give them Freedom :-
No one wants to be a slave; everyone requires freedom.
You’re looking at one of the most effective persuasion techniques out there. Make a request and then tell your prospect “but you are free” to do whatever they’d like.
If you give someone a way out, it will double the chance that they say yes. This practical persuasion tactic is supported by 42 psychological studies on over 22,000 people.
11) Follow up but NO SPAM :-
If it’s been a week and they haven’t responded- don’t fuss, follow-up!
Follow-up, follow-up, follow-up. It’s a commandment of cold emailing. But, make sure to email them once a week, and always wait a week before following up. Unless they add you to their spam folder, they’ll respond.
Will they think you’re annoying? Absolutely! But they’re going to admire your persistence, and because of that, they may reward it.
Two things cold emailing require are patience and persistence, and if you persevere you will be rewarded.
12) Give a call to action :-
Make sure to give the prospect a call before launching your emails at them. This way they won’t be surprised when you send your cold email. But speak to them in a polite and jovial way.
Also, give them something they want.Why should the recipient care about your email? Why should this busy person take time to respond to it? What’s in it for them?
Remember that people will go much further to avoid pain than to acquire pleasure. If you’ve done your research and found a major pain point for the recipient, and you can offer relief, highlight that.
13) Self-Check and get Feedback :-
Browsers have built in spell-checks so there shouldn’t be any excuse for coming across as sloppy and rushed by sending a message with typos or bad grammar.
Make sure to show your outbound cold emails to different people, especially current clients of yours with whom you have a good relationship. Don’t be shy to ask them – “Would you reply to this? What’s unclear? What would you change?” If you have investors, ask them the same questions.
Hence, Get feedback. Edit/Iterate/Test. Read through your email, aloud if possible (even if it’s under your breath), to hear how you’re coming across. If it sounds natural, then it will read well. Honestly, this is how I edit my own writing.
If the idea of cold calling gives you the cold sweats. Hopefully, these few tips help you vaporize those sweats and yet make them your Warm prospects.
Navaneetha, popularly known as "nav", loves to read, play badminton, play the keyboard and sing but when she's not doing any of those, she loves to write. What started as a high school hobby to write is now her ongoing passion. At AeroLeads, she manages Inbound Marketing and Social Media Marketing.