Now that you know how to identify your prospects and what to prepare before contacting them, it`s time to learn how to turn them into your customers using the art of cold emailing.
Why is cold emailing effective?
A cold email is a personalized, one-to-one message addressed to a targeted individual that you haven`t previously communicated with (a prospect), to create a business conversation with him/her. As they are based on research data, are personalized to each recipient, and focused on delivering value, when done right, cold emails are very time and cost-efficient for producers trying to network and land their next customer.
Content & visuals requirements
In terms of content, an efficient email won`t get through without structured content that clearly delivers a message. Let`s get right into it and explain the elements of a successful cold email:
First, make sure your business email is professional and that your email subject line is short and personalized to catch your recipient`s attention as these are the first things to be noticed.
Then, your email should start with shortly introducing yourself and the reason you reached out, while also remaining empathetic on your prospect's pain points to gain his interest in your message.
Now that you`ve introduced yourself, try to build a relationship by focusing on your understanding of the prospect’s business and highlighting the benefits they`ll get from your offer. This is your value proposition which should be clear and focused on benefits, more than features.
Closing in, clearly state your call to action - what you want your prospect to do next, whether it`s to reply to your email, download a resource, book an appointment etc. Allow your prospect to take that action at their convenience or provide a specific time and date.
Before hitting send, don`t forget to craft a professional email signature with your name, title, company name, address, logo, social media links, and perhaps a tagline that makes you stand out.
And there you have it! All in all, be clear in your message, keep it short, easy to read, clear and show your recipient that you`re not just another generic email.
Email deliverability
Now on the technical part, I`m sure you don`t want to waste your time crafting emails only for them to end up blocked, blacklisted or filtered as spam. Unfortunately, many people omit the email deliverability aspect. Think that, like many things, your email address has a health bar and there are things like your sender reputation, sending behaviour, email format, GDPR laws that differ from country to country, or SPAM filters that may damage it in time.
With these in mind, make your emails responsive to both desktop and mobile, provide a clear, visible email disclaimer, contain a limited amount of media content, a maximum of two links and no attachments. Also, the timing, frequency and volume of the email you send also affect your email deliverability, so be careful to respect the limits you need to conform to.
And now you`ve learned the art of emailing! It`s time to put this knowledge to work and craft your next winning email.