Sending out cold emails is a matter of uncertainty. The chances of opening cold emails are thin, as most prospects ignore emails from unknown sources. It would be safe to assume that for a receiver to open and respond to cold emails, the alignment of the stars must have a role of its own. Cold email marketing requires patience and high morale rather than optimistic prospect response expectations.
Nonetheless, there are things you can do to make your cold emails stand a bit more noticeable and effective. We present to you, nine suggestions that will ensure better opening rates and responses.
Prioritize the subject line
In one of our previous blogs we stated that a subject line has a 72% chance of making the email more attractive. Starting with an attractive subject line is likely to draw the prospects’ attention. Long and confusing subject lines will work otherwise; compelling the receiver to simply scroll down such emails. Mail Chimp suggests limiting subject lines to less than 50 characteristics for better visibility.
Keep it simple
Long business emails can look exaggerated and have a higher chance of being ignored. Therefore, keeping the message short and to the point can help eliminate the bore and increase readability. Experts suggest explaining the purpose of the email in the first two sentences. This makes it easier for the recipient to understand the zest of the email without wasting time.
Try and find common ground between you and the receiver. You could squeeze in previous rendezvous, mutual friends or common events you’ve both attended. This will help break the ice between the two of you and possibly get them to read the rest of the email. Get to know your prospect; try social media sites such as LinkedIn, Twitter or Facebook to find commonalities.
Don’t be desperate
Cold emails should project confidence rather than desperation. If your product or service is as important to your prospect as you claim it to be, your product will speak for itself. Cold emails that look excessively eager can be a major red flag for potential customers. If your business is desperate for customers, how good can your services be?
Make sure you have the right person
Include a questing in the end asking if the email has reached the right person or not. This will help identify your go-to person. This will help in further navigating the conversion accordingly. If the receiver is your ‘guy’, you can ask him/her to fix an appointment with you and/or the representatives of your company. If not, ask who it would be appropriate to reach out to.
For example – “Does this conversation make sense? If not, who at your company should I be speaking with about this?”
Call-to-action – Only One!
When sending a cold email, keep your key objective in mind: to get your prospect to talk to you. Your cold email should not look confusing with excessive call-to-action (CTA) incorporations. If you’re sharing content along with the email, like an additional PDF, keep it limited to only one. You might want to ask to setup a meeting or exchange social media details after you’ve built some sort of a rapport with your prospect. Asking them to like your page or even requesting for time for an appointment will show your desperation and may compel the prospect to tune you out.
Ask a question
If your emails aren’t getting responses from prospects, try including a question that underlines your interest and knowledge of the prospect’s company. Your insight on the recipient’s company will increase the possibility of getting your email opened and consequently responded to. Indicating their weakness, what plans they have in order to reach their targets. For example, to clients pushing hard to meet financial targets ask: “Are you trying hard and yet failing to meet your financial targets?” or “Are you seeking for help with quick financial funding?”
Personalize your salutation
Giving a personal touch to your email provides a point to connect you and the prospect. Improvise your salutation; go with your prospect’s name. “Hello John” will sound more comforting than “Dear Sir” or “Dear Mr. John”.
Using a casual tone can do wonders by developing an instant connection between you and your prospect. After a short amount of research (social media would come in handy here again), customize your intro. For an instantaneous connection, add questions to your intro like, “Did you go to the game this Saturday?” or statements such as, “Congrats, you sounded phenomenal at the conference last week.” Marketing gurus consider these to work like a charm.