The Objective of A Cold Email
The objective of a cold email is to book a meeting.
No. Let’s broaden that.
The objective of a cold email is to buy mind-share and increase familiarity. The objective of a Series of Cold Emails is to book a meeting – but a good enough objective would be to get a Prospect to sign up for a Newsletter or hand you their phone number or a slot in their calendar.
So why do we broaden the objective from “Book a meeting” to buy Mind-Share?
In our first lesson in this masterclass, we recognized that Cold Email is a long-term strategy.
Every cold email will end with a call to action. If someone were to write an email to you, pitching you a product that you need – Buy this for USD 20 – would you part with your money on their first email? Would you part with 15 minutes of your time?
It would be difficult to extract that from most people.
Since we know it will take 20 touchpoints to gain familiarity with a prospect, here we need to outline a clear roadmap for every email – for example, stating the problem, providing statistics for a success case with the product, giving out a goodie – like a free tip, adding a case study, sharing a whitepaper.
From each of these emails, we get a little mental buy-in from a Prospect. For example, if the white paper or case study was downloaded, we can measure the engagement and amplify our ask for a meeting now.
Cold Email Strategy: Put in Practice
Let’s understand this with an example. Assume Sarah works for XYZ Tech and performs cold email outreach. Sarah recognizes the potential of cold email outreach to grow her customer base and establish her brand, especially in a highly competitive market.
Keeping the goal in mind, she creates a roadmap for her cold email strategy.
In the first email, Sarah addresses a common problem that businesses in her target market face. Then, he goes on to provide a case study on how one company effectively changed its process.:
In the second email, Sarah presents statistics showing how her software has improved prospect management efficiently for other companies. This data adds credibility to her offering.
The third email is all about providing value. Sarah shares a valuable productivity tip related to her software’s features. This not only helps the recipient but also shows Sarah’s expertise.
With each email, Sarah gains a little mental buy-in from the recipient. For instance, if the recipient downloads the whitepaper or engages with the case study, it indicates their growing interest and trust in Sarah’s brand.
The prospect will more likely agree when Sarah eventually asks for a meeting or product demonstration in subsequent emails. They’ve already established familiarity and trust with Sarah’s Software Solutions. So, with this cold outreach strategy, Sarah achieved her goal.
Creating a Roadmap for Effective Cold Emails
It would be best if you had a well-thought-out roadmap for your cold email campaigns to achieve these objectives. Here’s how it should look:
Identify the Problem
Start by clearly defining the problem your product or service solves. Highlighting a pain point in your cold email can grab the prospect’s attention.
Provide Social Proof
Share statistics or success stories demonstrating how your solution has benefited others. This builds credibility and trust.
Provide value in each email, like a free tip, downloadable resource (e.g., whitepaper or eBook), or a case study. This encourages prospect engagement.
Monitor how your prospects engage with your emails. Did they download that whitepaper? Did they click on a link? These interactions indicate interest and can guide your follow-up strategies.
Amplify Your Ask
As prospects engage with your content and become more familiar with your brand, you can gradually amplify your call to action. For example, you can ask for a meeting once they’ve downloaded your whitepaper.
By following this roadmap and considering these objectives, you can craft more effective and strategic cold email campaigns that contribute to your long-term success.