Cold emailing is an effective strategy for sales reps. We’re not talking about mass emails, either (though these do have their place). Instead, we’re focusing on personalized, well-researched emails that demonstrate that you understand your client and know how to help them.
Customization in your email message is key. In an experiment, 17 percent of respondents replied to personalized cold emails, while only seven percent replied to mass messages with no indication of customization.
So, if personalization is key to connecting with potential clients over email, how can you introduce yourself in a way that will encourage replies?
Craft an attention-getting subject line.
If your recipient doesn’t open your email, then they’re not going to read your message. That’s why subject line is so important. Two journalists found that around 45 percent of personalized cold emails they sent were opened by the recipient.
To write a subject line, consider the following:
- Subject lines that include your contact’s name were 26 percent more likely to be opened.
- Subject lines that included emojis were more likely to be opened.
- Short, ambiguous subject lines garnered more responses than longer, more detailed ones. Though recipients were equally likely to open both emails, they were twice as likely to respond to the email with the shorter subject line.
Begin with your connection.
If you have a contact in common, open the body of your email by mentioning that person. Perhaps this in-common person is a client who recommended you connect with this contact, or it could be someone you’ve both worked with in the past.
Of course, you’re not going to have a personal connection with everyone. But that doesn’t mean you shouldn’t demonstrate that you’re reaching out to each contact in particular. Make a reasonable association to what you’ll be offering them; for instance, perhaps your service is relevant to their recent product launch or one of their published articles.
Briefly introduce yourself.
Describe who you are and your role at your company. This section doesn’t need to take up much space in your correspondence; limit yourself to a few sentences. That said, this succinct overview should clearly outline your position at the company, which, in turn, clues your contact in about the aspects of the proposition you can control.
Let them know what you can offer them.
Don’t make the client wonder why you’re writing them. Instead, tell them why they could use what you’re offering right away. You could connect your product to changes you know their company is making, or mention that you have a new service on offer. Your contact should know within the first few sentences why you’re reaching out – and that you’ve identified them as someone in particular who could use what you have to offer.
Don’t forget a call to action.
At the end of this brief correspondence, let your contact know what you want to happen next. You could ask them if they want to set up a call or meet briefly in person. Be clear in your direction so they’re compelled to reply.
Also, develop a positive relationship from the start by thanking them for reading your message. They may not respond to you immediately, but they’ll have a positive impression if they decide to reach out to you later.
The Benefits of Personalized Cold Emailing
Cold emailing carefully targeted clients is an effective strategy for increasing your customer base. Mass emailing serves its purpose, but if you want to increase the likelihood of landing a new client, well-researched and individually-tailored emails are the way to go.