What Are Cold Email Sales And How Do They Help?Oleh Mykhaylovych
Cold calls as a form of business communication have been in our collective societal psyche for decades. A very particular form of salesmanship, cold calling is conducted by sales employees to potential customers who have never previously been in contact with the person conducting the cold call.
Essentially, cold calling is randomized solicitation, which for most people, feels pressured and stressful. Cold callers will call phone numbers available from a compiled list and attempt to haggle, convince, and distress the answerer of the phone to pay a monetary amount immediately to reconcile a false, made-up situation or similar contrived situations.
The growth of technology, particularly the internet, has resulted in cold calling becoming far less prevalent than it was in years past. Simultaneous to cold calling’s demise has been abundant criticism of the practice of cold calling and how it is a wasteful, unprofitable measure that will only serve to alienate customers.
In stark contrast, cold emails, or cold email marketing are not as universally despised as their cold call counterparts. Instead, cold email marketing takes the original concept of communicating without having previous contact with potential customers and prioritizing the goal of achieving sales. While cold calls will have household members furiously hanging up, cold emails conversely have email address owners curiously opening their email and checking the contents.
The lack of emotion involved is very much due to the degree of autonomy afforded by cold email marketing. Recipients understand they can choose to open or not open the email, and to discard it as soon as they please, without any fear of recourse, anger, or outrage that has been commonplace with cold calls.
Cold email marketing is universally seen as less-invasive, less-bothersome, and not a hindrance or annoyance to daily life. Since a clear majority of email owners will succumb to their curiosity and open emails that pique their interests, it is worth the effort to harness that knowledge and create vivid, engaging emails that speak to the reader from the instant they open the email.
Conversely, many companies do the exact opposite and miss the mark entirely when it comes to successfully sending cold emails. Many companies use a plain, generic template that is obviously used for mass-produced endeavors designed to attract as many people as possible.
However, you can make cold emailing marketing work for you by taking on a different strategy that considers individualism, creativity, and personalized communication to get your cold emails transformed into sales. Obviously, a company can’t produce individual emails for everyone they are contacting; however, you can improve prospective business by targeting decision makers in a way that will grab the attention of potential clients.
Writing cold emails should be done in such a way where they are not glaringly generic and made for the masses, but also not conceived in a fashion that takes an exorbitant amount of resources and time just to appeal to one or two people. Walking the line between cold email creating is as simple as writing the email in such a way that the reader’s attention is grabbed from the get-go and is retained throughout the remainder of the email.
They may or may not buy anything from you, but you will have succeeded in creating a cold email design that isn’t immediately dismissed, but rather, curiously opened, scanned, and considered. At this point, you can send follow-up emails to stoke and retain interest and perhaps to offer new and interesting details about the people and company the email is from.
At-A-Glance Guide To Creating Effective Cold Emails
Remember, a cold email is a start to a dialogue between you and the customer. You want to reach out to the customer in engaging, yet non-invasive ways that pique their curiosity and has them contacting you for more information.
Cold emails are incredibly effective when done correctly and are a critically important part of growing businesses. While not difficult to produce, cold emails encompass several essential components that must be incorporated within the communication to effectively receive responses, interest, and ultimately, sales.
Read On Below For A Quick, Easy-To-Understand Primer On Crafting Cold Emails To Customers.
1. The Email Subject Line
Make your subject line short, sweet, and as personalized as you can manage with the limited information you have at hand. Keep the maximum word count at four words, which is considered the ideal amount to grab attention in email subject lines.
If you know the person’s name and it feels appropriate to use, then you can type that within the subject line for a more compelling email that is more likely to be opened and read.Aspire for brevity when it comes to word counts within the email subject line. Too many words and odd characters scream spam email and won’t be opened.
If you know the recipient s name, make sure you greet them in an appropriate manner that is neither too intimate or anything verging on unprofessional (e.g.,. Use of slang). If possible, engage in some prior research to determine which products and services the customer might be interested in. There’s an art to greeting someone, especially someone you don’t know. Don’t sound overly intimate, but make sure the person knows that you recognize who they are and that you’ve done some research on which products or services they might want.
For cold email sales, aspire to get your point across in five sentences or less. Five sentences are plenty to get your point across; anything more risks an automatic closing of the email. Since you are limiting yourself to 5 sentences, take the time to ensure the wording is impactful, relevant, and resonates with the recipient.
The value proposition, or what you can do for the recipient, is one of the most important parts of the email and should not take up considerable space. Construct this portion in a slightly shorter than elevator pitch fashion that is powerfully to the point and engages the reader. When constructing this part of the email, carefully consider the essence of your company and ask yourself how you can best convey the goals and visions your company encompasses, as well as any unique services or products that your company offers.
4. The Actionable Statement
The point of a cold email is to get the conversation rolling and to begin a dialogue. Build trust between you and the customer so that they will reply to you when ready with questions and won’t feel like they are interacting with a total stranger. Ensure that you are respectful of a person’s time, but don’t waste space in your email apologizing or by using a sentence like “Hope I’m not wasting your time.”
As it was in the beginning of the email, keep it simple and appropriate at the end of the email as well. Upon finishing the email, review it to cut unnecessary lines and words and make sure the tone is appropriate and even throughout the entire communication. Check for grammar and spelling errors and ensure that you didn’t make any typical copy and paste errors (e.g., Pasting someone else’s name into the body of the email)
When writing cold emails, keep in mind that recipients probably receive many of them a day. Some cold emails will be copied, pasted, and recycled communications that are essentially spam. And some email might be like yours; thoughtfully crafted, using the recipients first name, communicated in an even and pleasant tone, and constructed in an informational, non-invasive manner that encourages the reader to scan the entirety of your communication.
The start of your dialogue with cold email recipients will inevitably occur after you send follow-up emails of the same caliber, tone, and quality that serve to inform and not necessarily hassle or persuade. You have essentially started a dialogue with consumers by dropping the aggressive undertones used by so many marketers, and instead make yourself a distinct presence that is interesting, inviting, and engaging to read.