June 5, 2020

Cold emailing is a very essential tool for generating leads and is a good supplement to your inbound marketing. Many may consider cold emails as spam but they are not if used properly.  Cold emails help to deliver relevant and specific marketing information to qualified prospects. The benefits of cold emailing are plentiful, but one of the clearest, up-front ones is the sheer scope and scale you can achieve with cold emailing. If cold emailing does not work for you, it means you are doing it wrong. Here are a few tips to creating cold emails that will actually get your customers to respond. 

cold emails

Keep it short

Cold emails should be as short as possible because most people do not have time to sit and read through a long email. Make sure it is short and contains all the necessary information. For your cold email to be of perfect length, it should be between 80 and 100 words. Make sure your sentences are not overwhelming to your readers

Make it personal

You should endeavour to make the cold email about your client. Personalisation is a great way to capture the attention of your future prospects and clients. It makes you look professional and eliminates the notion that you just copied and pasted the email. Personalisation is a lot more than just addressing your prospects by their first name. The whole message should be tailored to the individual, not just the odd word here and there. For example

Hello Melinda,

I visited your website a few minutes back and I just wanted to say it was insightful and perceptive. Motherhood is a joy and there is no greater joy than that. It’s great how you balance being a mother and an entrepreneur. By the way, congratulations on your the entrepreneur of the year award.

With personalisation, you need to show your prospects that you really have an interest in them and that you spent more time on their website.

Ensure you are emailing the right person

Avoid starting your email with Dear Sir or Madam or To whom it may concern. First of all, it is a turnoff, really shows you are unprofessional and that you did not do your research well. If you are uncertain, do not send the email at all. You have to make sure you are emailing the right person or you might be sending an email to the person who is not concerned at all with your pitch in that company.

Subject line matters

The first thing that your prospect will look at to determine whether to read your email is the subject line. Make sure your subject line is clear. A clear subject line only takes people a couple of seconds to determine whether to read your email or not. If they have to spend time decoding your subject line, you’re reducing the chances of having your email opened. Avoid using misleading subject lines out of desperation to get your emails read. Most people mislead their prospects with subject lines like ‘URGENT’, or adding ‘RE’. These subject lines are surely catchy, misleading and makes your emails look like they come from an existing contact.  These subject lines will make your prospects read your email but will not get you a positive reply and they come off as annoying. Worst of all, your recipients could go an extra mile to mark them as spam which will hurt your domain rating and future delivery rates. 

Address the recipient’s problem

The sole essence of a cold email is to get clients and customers for your services or products. For a cold email to suit that particular purpose, you need to state the problem your recipient has and how you can alleviate it and offer a solution. You need to be clear as to why you are emailing them in the first place. Lay out clearly what you hope to achieve, as well as how your desired actions benefit both you and the recipient.

And lastly, schedule a follow up

People everywhere are either busy or have a butt load of messages in their inboxes that are left unanswered. Follow-ups gently remind your recipients to reply. Make sure not to pester them into replying. 3-4 follow-ups strike the right balance to getting your emails read. 

Things to avoid

  • Do not over rely on templates because they are often misleading.
  • Avoid sending emails to everyone. Make sure you know your target audience and send it to the right person.
  • Avoid sending the email from your company domain because the risks that could come from having your email marked as spam are too high.

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