How to write impactful cold e-mails

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We all have, at one point or another of our lives, received a prospection phone call from whoever trying to talk us into buying whatever. Annoying, right? And chances are that no matter how often they kept calling, it never really caught our attention. In opposition with that, the cold emailing technique has proven to be quite useful when it comes to non-qualified prospects that have never been in contact with the company before. The main goal is to send an e-mail that will trigger the recipients’ interest in your products or services and push them to start contact.

Not only is the cold e-mailing technique less intrusive on the recipient, but it also is less time consuming for businesses and comes at a much cheaper cost than other prospection methods. This, of course, allows boosting profitability as well as help measure the efficiency of your prospection more accurately.

Not only is the cold e-mailing technique less intrusive on the recipient, but it also is less time consuming for businesses and comes at a much cheaper cost than other prospection methods. This, of course, allows boosting profitability as well as help measure the efficiency of your prospection more accurately.

So how to write a cold e-mail?

The subject line:

The first thing you read when you get an e-mail is the subject line. It’s the title of your e-mail, after all. Try to make it sound engaging and look clear and eye-catching. Make sure that it’s under 50 characters, and that it sets the tone for the body of your e-mail. Remember, it’s what will make the receiver open the e-mail or not.

The content of the e-mail:

You don’t have to introduce your cold e-mail by presenting yourself or presenting your company. The prospects have not asked for your proposition, so do not waste their time. Go straight to the point, be short and precise. The main key is for you no to talk about yourself, but about them: Their needs, their expectations and how you think you can help meet them, what added value can you bring them. This can be done in 4 to 5 sentences.

Personalization of the e-mail:

Try your best to personalize your cold e-mail. You can mention the person’s or company’s name and bring up specific reasons why you think they would be interested in what you have to offer them. In other words, it shouldn’t look like a mass e-mail because it would just end up being considered as spam and ignored. Instead, target your prospects, know who you’re addressing and clearly state in it what you expect from them.

Call to Action:

It also important your cold e-mail includes a Call to Action (CTA). Unlike with traditional uses of it, cold-email CTAs shouldn’t be an invitation to buy your products or services. Do not make your CTA send to your website either. Instead, let it be an invitation to answer the email to set the ground for quality communication in the future.

Now that we’ve seen how to write the e-mail, let’s find out how to put all the odds on your side and improve your response rate:

Use your business domain name:

The first golden rule for making sure that your cold e-mail has an impact is to use your business’ domain name. Do not – under any circumstances – use any address but a professional one. This will help reassure the recipients as to the truthfulness and credibility of your business.

Follow up on e-mails:

It is also primordial that you follow up on your e-mail. If you didn’t get a response the first time, don’t give up. Wait a few days and send another one. And when you’re done, do that again!

Round off your signature:

Your e-mail’s signature should include all relevant information about you and your company. On top of your name and position, don’t hesitate to include your phone number and your physical address. This will also help you gain the receiver’s trust.

Test your messages:

If you’re following all of these tips and you still don’t see any results, you should start thinking about testing your messages. That means finding out exactly what the problem is. You can do that by measuring three things:

• The opening rate of your cold e-mail (to see if the subject line is working)

• The response rates

• The rate of sales generated

You should also test your cold e-mails before sending them. Read them and ask yourself: Would I open this if I received it? The key is to always put yourself in the shoes of your prospect. If you have already sent some e-mails, you can also measure which had the most impact and try to understand what made them work better.

Cold e-mails automation software:

Last but not least, there is a quite large selection of automation software that allows you to manage cold e-mailing campaigns. Some of this software even allows personalizing the e-mails to some extent for them to look as if they were written specifically for the recipient. If you decide to go for this solution, make good use out of it. The goal is to help with repetitive time-consuming tasks, but it should leave room for human interaction.

Prospecting for new clients can quickly turn into a nightmarish task. We often do not know where to start, what to say, and how to say it. What’s even more discouraging is the fact that most of the time, when we are the targets of such campaigns, we feel bothered more than anything. Whether it’s through e-mail, text messages or phone, that feeling can only be caused by a bad, wrongly addressed message.

Cold e-mails are the best tool to gather new prospects. They are much less intrusive than any other method. But they can only work in your favour if you learn how to use them closely. Cold e-mailing is the cheaper, most efficient and least time-consuming option when it comes to prospecting for new clients. The only downside is the large number of e-mails people receive every day, which significantly lowers the chances of your e-mail being opened.

This can be easily overcome if the recipients are targeted effectively, and if the e-mails are personalized to fit their exact needs. Starting from the subject line to the signature of your e-mail, everything should be picked wisely and not left to chance. To put it concisely: Brevity, precision, value, personalization, communication. These are the keywords for a successful cold e-mail. No need to write blocks of text that will end up not being read, you can go straight to the point and still be convincing and impactful.

On top of being able to write a proper cold e-mail, you should also have the ability to ensure it has a good reach. In this case, reach is measurable with the e-mail opening rate, the answer rate and the generated sales rate. Looking into this information will allow you to understand what you're doing well and what you're not.

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