Introduction to Cold Emails
Cold emails. Some marketers shy away from it without fully understanding its potential. By definition, a cold email is the first mail that businesses send to potential buyers or clients with whom they don’t have any prior relationship or contact.
True, it presents certain challenges, especially as many people are wary about getting emails from unknown senders. But when done right, cold emails can actually prove to be a major player in your marketing funnel.
But why should you include cold emailing in your strategy?
For one, it’s a great way to reach out to potential customers who might still haven’t heard of your brand or your new products.
Don’t make the mistake of thinking cold emails are outdated and therefore ineffective as a digital marketing strategy.
That’s far from the truth. After all, the use of email is still growing and will continue to grow in the following years despite the prominence and popularity of chat apps and other messaging platforms.
In fact, according to Statista, by 2022, it is expected that the number of emails sent and received daily would be no less than 347 billion.
What that tells you is that emails are still an effective way to reach potential customers, granted that you know how to utilize them properly.
Tips on How You Can Achieve Hot Results with Cold Emails
Offer, Not Ask
It can be really off-putting when you get an email from someone you don’t even know and they expect you to do something for them.
Whether it’s subscribing to a newsletter or purchasing an item, it won’t be perceived positively – unless somewhere in the email, a benefit or an offer that is hard to resist is specified.
When you say you are giving an exclusive discount on your products or free access to your services for a period of time, you’d have a higher chance of building a relationship with a potential customer and making a sale.
Tailor Your Messages
There are those who think that simply mentioning the recipient’s name is enough to show the recipient that you’ve sent a message just for them.
That’s now how personalization works. Expert digital marketers know that when you say you are tailoring your message to who you are sending it to, it means you have done your research, and you know what would catch their interest and more importantly, what you believe they need. Also, your message should be able to show how you choose to send the email to them and not to anyone else.
Bring Your Credibility to Your Email
Here’s the thing. When you send a cold email to market, the recipient most likely doesn’t know anything about you or your brand (unless your brand is quite known), so one of the questions that you should be asking yourself before you send that email is this – Why should people read my email and reply?
Your credibility would be the answer to that and you have to make sure the recipient of your email knows that, too.
You can go the traditional route and make a statement right at the start of your message, telling the recipient that you are credible to make the offer you are making and that you are worth listening to in the first place.
You can also do it in a way that your credibility is subtly mentioned all over your email but you need to be careful with this approach as it could easily go the wrong way.
What you can do is add a few of your accomplishments and relevant experiences that could help get the attention and gain the trust of the one getting your email.
Choose the Right Prospects
No amount of effort on your cold emails would work if you’re sending them to the wrong people. It’s not so much about the number of people you send emails to but whether or not you are sending them to the right prospects.
Spend some time and effort in finding out who would potentially be interested in what you have to offer. You need to be able to segment your list, build customer avatars, and then figure out the pain points, as well as the values and goals so you can come up with cold emails that deliver the results you want.
Really Work on the Subject Line
Similar to how the headlines you use can make or break your content marketing strategy, your subject line will either be the reason your email will be opened or what would push the recipient to delete the email without reading it.
Don’t treat your subject line as an afterthought. The role it plays is too big to be taken lightly so take your time in deciding on a subject line.
Brainstorm with your team until you find the one that will work perfectly for your cold email and would get your prospect to notice you in their inbox.
Choose the Right Template and Use It the Right Way
Templates are there for a reason. They work. Now, you should know by now that you are not supposed to actually “copy and paste” your chosen template and just change up the names.
You can’t fool consumers. They’re smart and they can identify mass emails at a glance. Templates are best used as inspirations or guides so that you know the direction that you want to take with your cold email.
Take your time in choosing the right template and don’t choose one based on what you know worked for another brand.
Cold Email Templates That Work Wonders
Problem-Agitate-Solve or PAS
Some are unsure about including something negative in their cold emails but this template depends on the idea that pain is a better motivator than pleasure. People are always looking for ways to address certain issues and pain points.
So with this template, you begin by mentioning a problem. Then dig into that further to remind the recipient how the problem is affecting their life and then offer a solution that only you can provide.
Who would say no to a little flattery (as long as it’s sincere)? You can integrate that with your cold email when you follow this template.
You start by complimenting the recipient’s most recent accomplishment, then give them a vision of how they can build on that with your services or products, and finally give them a little nudge that’s needed so they’ll take action.
Attention – Interest – Desire – Action
This template is also called AIDA. It’s one of the most effective cold email templates there is. You start by grabbing the attention of the recipient and that should start from the subject line and the beginning of your email.
One effective way to do this is by asking a relevant question. You follow that up with statistics or anything that would grab their interest.
Push that further by triggering the recipient’s fear of missing out on an amazing deal and end with clear guidance on what the recipient should do to receive your great offer.
People respond most to two things – pain and pleasure. With this cold email template, you tap on both emotions. First, you present a current issue that is relevant to your potential customer.
After that, you’re going to write about how different and better the future would be without that issue. Lastly, you’re going to tie it all up with a glimpse of how your offer can take them to their desired future.
The Short Double B Approach
If you are not too sure about following a template for your cold email, you might just want to follow the idea of the short double B (Blunt and Basic) approach. The idea is to come up with a shorter email than you are used to sending.
You can achieve that by being “blunt” which simply means you should be direct to the point with the reason you’re sending them an email.
Unlike other templates that are more elaborate, this approach requires you to keep things as basic as possible. You might be surprised how effective this approach can be when it comes to getting faster responses.
Thanks to the absurd number of marketing emails that are not exactly written well, cold emailing has gotten a bad reputation.
It resulted in marketers hesitating to give it a shot. However, you shouldn’t be too quick to judge the effectiveness of cold emails.
As mentioned above, cold emails have great potential. The key is knowing how to come up with emails that would stand out from the recipient’s already full inbox.
Also, you have to remember that your main goal is to start a connection with a potential customer so now is not the time to do some hard selling.
It wouldn’t go well with a prospect if you come across as trying too hard to make a sale. Instead, do your best to create an email that will show your prospects that you are trying to offer them something of value that they would really benefit from and that they couldn’t afford to miss out on. That’s how you’ll get them to take action.