Speaking from experience, cold calling doesn’t work in the U.S. Buyers are over solicited, 9 out of 10 would never respond to an unsolicited inquiry and it’s quite hard to find the right phone number at the right office to hopefully reach your contact. When you are trying to create new relationships with partners and clients, the best way of doing so is to get the right message to the right people at the right time. Cold emailing is a part of that strategy.
What is the first goal of any cold email? To spark the reader’s attention, this means that each sentence should carefully be written to raise interest for the following one.
It all starts with your email’s subject line, the more personal it is, the higher your open rate will be. You may use your contact’s name in the subject line for example – if and when it makes sense. It’s important to know that many of the prospects you message will first see your email notification on their phone or glance at their preview pane, so you have to make it catchy. Make your subject line as specific as possible and deliver in your email what you promised. If the disconnect between the subject line and the core of your email is too big, you may get good open rates but bad responses.
When writing your email’s core content, picture your targeted customer receiving an email from a competitor right before yours. How will you stand out? Try to read it out loud before you send it, just to see how it sounds. If you wonder if it sounds too much like a “marketing email”, then the odds are it sounds like a marketing email. Keep it short and go straight to the point, anything beyond 4-5 sentences and your response rate will most likely decline. Don’t focus on features; focus on the value you bring.
Carefully craft your first sentence as it has to spark the reader’s attention in order for him to keep on reading. One way of doing that is to tailor this sentence to your prospect, especially if you target an enterprise level sale, for example: “I recently read an article in the Wall Street Journal citing your CIO, who said …” It is worth spending time researching specific contacts and information (mentions in the press, recent achievements, common connections etc.) on your prospect in order to be relevant and catchy for the reader.
The prospect has to instantly see and understand the problem that you’re solving, and the value of your concept/product. You can use visual effects such as GIFs or pictures (ex: logos of your clients, screenshots of your product etc.), use GIFgrabber to create your own GIFs. The rest of the core email could reflect use cases in the same industry as your prospect’s or notable references, i.e. biggest companies in the industry.
Close your cold email with a single and clear call-to-action, preferably with a question, which is likely to initiate a dialogue.
Create a series of follow-up messages that go out to people who didn’t respond. Send those every 3 to 7 days after your first email.
Don’t just use the same email message time and again if it is not working. You need to measure the open rate and the response rate to determine the success of an email: the open rate will tell you if your subject line is working while the response rate will tell you if your message is hitting the mark. Don’t be too quick to judge your messaging. Sending 50 to 100 emails won’t be enough for quantitative and measurable data. Ideally, you want to send at least 200-300 emails before starting to make major adjustments to your core message.
Here’s a list of measurement and follow up tools you can use:
- Yet another Mail Merge: build your list without wasting time, measure open rate, bounce rate, transferred rate and response rate, manage follow-ups
- Cirrus: good tool for contact details, email tracking, follow-ups and next steps; seamless integration into Salesforce.
- Outreach: for massive e-mailing, keep reach out prospect until they respond
- Sendbloom: measure open rate, bounce rate and response rate, automate efficiently the follow-up