Cold emailing is one of the quickest and most effective ways to generate leads and flourish the business. Your target audience probably receives dozens of messages daily. Hence, it can be challenging to stand out from the crowd.
So, a big question arises – how to craft an effective cold email?
In this article, we will skim through some of the top guidelines for creating a successful cold email campaign that will assist sales reps achieve their objectives. Let’s start by understanding what a cold email is and how it has evolved.
What is a Cold Email? Meaning, Origin, and Journey
Emails sent to recipients who have never interacted with a business or are aware of its existence are called “Cold Emails”
Cold emails are like introductory messages sent to a stranger. This is why they are called cold emails. These are sent for a multitude of reasons–
- to recruit someone
- to raise finances
- to invest in ideas
- to network
- to offer a product or service
- to establish relationships, and the list goes on.
If we consider an offline event scenario, one of the initial stages in the multichannel outreach technique salespeople employ is to schedule meetings with prospects. The aim is not to pitch the product/service or smother the prospect with all the company details. Instead, this meeting is usually about building a long-lasting relationship. It’s the first step towards understanding prospects’ business and pain points so that sales reps can give an appropriate solution afterward.
Cold emails work similarly. They can have a crucial goal, like:
- setting up a meeting with the prospect
- getting the prospect to download a piece of content, the firm made
- bringing the prospect to the website’s price page
- asking the prospect to fill out a form, etc.
This way, cold emails help make the business familiar to the people who were otherwise oblivious to its existence. In a way, they help turn cold leads into warm and eventually convert them into customers.
The Evolution of Cold Emailing
Cold email strategy used to be very different years ago.
Contrary to the current scenario, initially, businesses used cold emails to pitch their products or offers with zero customization. Such messages were sent in bulk to prospects. This method helped companies get many cold leads, but it only lasted for a while.
Sales teams began experimenting with better strategies and richer content to make the most out of cold emails. Over the years, emails have become consumer-centric rather than product-centric.
The aim of the cold email should never be to sell a product in the first go. Sales reps should use cold emails to build relationships and let the prospect decide whether to work or not work with a brand.
SDRs can take personalization to the next level by setting up follow-up emails. This sounds like a lot of effort, right? But all of this doesn’t need to be done manually, as automation tools are available in the market to do so with great finesse.
Sales engagement platforms like SmartReach.io help SDRs send personalized emails by using merge tags to incorporate the prospect’s first name, company, or any other information. They also help automate many other processes like the building of a prospect list based on your ICP, scheduling follow-ups that auto-pause on responses, reaching out to prospects via channels like Linkedin, WhatsApp, SMS and Calls, in addition to email and a host of their productivity and collaborative features
In the current scenario, customization is how to gain the prospect’s attention. The better you understand your prospect’s business, the better your chances of successfully onboarding them as customers. That’s why cold emailing has become an integral part of the business in this competitive market.
Steps to Writing Cold Emails:
Anyone can write an email. But to create one that receives responses, it is crucial to understand what makes a great cold email. We have collated the different components that make a cold email terrific. By religiously following these simple steps, creating an excellent cold emailing campaign is possible.
Step 1: Pay Attention to the ‘From Line’
As obvious as it may sound, creating an impactful ‘from’ line is one of the most critical steps. Revisiting is essential as it decides how the recipients perceive the email. The ‘from’ line can determine whether the email will be opened by the prospect or just become a part of the trash folder.
The ‘From’ is one of the first things anyone notices about the email.
It helps in gaining the trust of the prospects. As cold emailing is used as a medium of introduction to the prospects, they are unaware of the existence of the sender. That’s why checking the ‘from’ is wise before launching a new cold email campaign. The recipient’s inbox displays the SDR’s name as it appears in the ‘from’ line before they click on the email.
Writing the full name is typically the default setting, but we advise changing it to something more affable, such as ‘First Name’ from ‘Company Name’. This gives the cold email a much-needed human touch.
Let’s check different types of “from” lines. –
- First Name + Company Name: This simple ‘from’ line gives the required personalization and the company context at the same time.
- First Name + Industry or Product Expert: This is slightly lighthearted and works better in B2C sales. But if the prospective clients are generally relaxed, it can also be used professionally.
- First Name + Service Name: Such kind of ‘from’ line can be used for B2C service businesses.
The ‘from’ line may change from business to business and the kind of message that needs to be conveyed. The target audience and the segment also play an integral role in deciding a good ‘from’ line.
The best way to figure out what kind of ‘from’ line should be used for the email is to stand in the prospect’s shoes and understand their point of view. In a nutshell, try to get the answers to the questions like –
What would they anticipate seeing in their inbox?
What sort of communication do they typically use?
What could be the prime issues they must be facing?
When crafting the “from” line, try to get answers to these questions and design it accordingly.
Step 2: Craft a Click-Worthy Subject Line
The subject line creates the first impression and entices a prospect to open the email. If it isn’t framed correctly, it can also throw the mail into unread or, even worse, the spam list. Here are some guidelines on how to make the subject line count.
- Personalization – By now, we have understood the importance of personalization when it comes to cold emailing. SDRs should use it to show that it has been curated explicitly for the prospect and speaks about its pain points. This is an excellent way to gain prospects’ trust.
- Understand prospect’s needs – SDRs should use the subject line to showcase to the prospect that the email holds something that will benefit them. SDRs need to give something to motivate the prospects to open their emails. An intriguing subject line can help in achieving that.
- Keep curiosity alive – Don’t use cold emails to pitch the product or brag about the company. Create suspense.
SmartReach.io offers a hyper-personalization feature that allows you to include merge tags in both the subject line and body of your email. Additionally, you have the ability to create custom merge tags that are tailored to your specific needs.
Check some of the examples of cold email subject lines below. –
- “A [better] way to [reach XYZ goal]”
- “Can I assist you with reaching [a specific goal]?”
- “Are you prepared to overcome [a specific challenge]?”
- “Essential resources to help with [challenge]”
Subject lines revolve around the prospect’s need to improve, change or innovate. The SDRs’ job is to pinpoint what they need and provide the solution accordingly.
SmartReach.io also offers an AI-driven feature that would recommend subject lines based on the email content and the above-mentioned points.
Step 3: Create an Interesting Introductory Line
Writing a great subject line is half the job of persuading prospects to open the cold email. The responsibility of keeping them engaged falls on the ‘introduction’ line. Therefore, it is required to make it solid, personalized and appealing.
The introduction of the cold email should be all about the receiver and their needs.
These short introductory lines should include stuff like the prospective company’s work, expertise, and achievements. It is always easier to gain people’s attention when the conversation concerns them and things that matter to them.
Cold emails need to be both attractive and professional at the same time.
Example:
{{first_name}}, I saw your…..
- post on Linkedin about the revenue growth at {{company_name}}
- video on YouTube about {{pain of the industry}}
Usually, that means …
- you have a constant check on the health of your sale pipeline
- you are creating a ton of customer-focused content
SmartReach.io’s spintax features help to dynamically combine words and phrases and create unique emails. It’s simple to use. SDRs have to select from a few inputs and/or add their customized inputs and the software will auto-generate email content.
Step 4: Give a Solid Value Proposition
The recipients are not concerned whether your company has won an award or has done some extraordinary work.
What they care about is how they can be benefited. And that’s why after creating a catchy beginning, get straight to the point and discuss:
- The reason behind contacting them
- What more assistance can be provided
- The problems your product can help them solve
Value addition comes in the form of a solution to the current problem in the company. This is the perfect place to pitch your product.
Here are some basic guidelines to follow while writing the value proposition section of a cold email pitch. –
- Emphasize the Benefits
Robotically listing the product features or naming the services will bore the prospects. It is crucial to understand that they are interested in the benefit they will gain from the features, not the features themselves. Once this is established, the goal becomes more precise.
- Make the Pitch Humane
It is always essential to remember that cold emails are not for closing the sale in one go. Especially in B2B sales emails, this sensitivity is much needed. The primary aim of cold emails will always remain to initiate the conversation and further build a strong relationship. To make this happen, a personal touch is critical. The focal point of the pitch should always be the prospects. Find out what issues they could have that can be resolved. Tell them a narrative to demonstrate how their problems can be solved and how they can benefit from some extra assistance.
As the next line to the example in the earlier point
“We are building a platform that helps …. scale and manage a healthy sales pipeline”
Step 5: Write an Enticing Call-to-Action
Finally, include a call to action (CTA).
CTAs are all about requesting the prospect to take action. CTA can vary from simply scheduling a call, giving feedback, and filing the form to downloading informative material. The ultimate goal is to learn more about the lead to determine a plausible solution or benefit for them.
A typical CTA might read something like – “Are you available for a five-minute call tomorrow at 4 or 5 pm to learn more?”
Some ground rules can be followed while writing a compelling CTA –
- Be straightforward – the CTA should give a crystal clear idea to the recipient of what they should do next.
- Keep it simple – CTA’s goal should be achieved with a brief, straightforward sentence that is very much to the point.
- Provide contact information – Adding a phone number is a terrific approach to demonstrate the commitment to the deal.
Step 6: End With a Signature
Here is the last but not least step, establish a perfect signature. A good signature should give the prospect extra information about the sales rep and the company. It should provide information on how they may learn more about the business. A well-written signature should be condensed, readable, and focused on essential details.
Here are some indications of a perfect signature –
- It should build trust – A signature should include information like address and contact details. The clearer the information, the better the chances to gain the prospect’s faith and attention.
- It should be brief – Too much elaboration can also hinder the chances of prospect conversion. Using confusing placement in the email or mentioning unnecessary information should always be avoided.
- HTML code should be clean – It is always advisable to utilize HTML for signature. But it should be a clear and clean code so that there are no deliverability issues.
What should be the ideal length of a cold email?
The ideal length for a cold email is between 50 and 200 words.
To put it into perspective, a cold email should ideally have 2-5 sentences, around 200 words. This should be enough to create the first good impression and further the conversation. No one would read lengthy emails from someone they don’t know. Therefore, before getting into the practice of writing longer emails, it is required that the prospect’s trust is established.
What is the Best Day and Time to Send a Cold Email?
An effective cold email outreach campaign depends on good visibility.
Generally, cold emails should be sent when prospects scroll through their inbox. The optimal time to send a cold email is often between 8 and 10 am because most business professionals start their day around 10-11 am. And if the cold email is already waiting for them before they start their day, they will likely pay attention to it. Also, the perfect days to start the cold email campaign are Monday to Thursday. As most people get into the weekend mode by Friday, it is advisable not to send emails on Friday.
SmartReach.io generates reports that highlight the optimal time to send your emails, which can lead to a higher email open rate. This feature allows you to maximize the effectiveness of your email campaigns and boost engagement from your recipients.
What is an ideal cold email conversion rate?
A fair conversion rate for B2B sales is between 1% and 5%. Some of the factors that determine how well a cold email converts include:
- How warm the leads are
- Personalization
- The email address’s domain reputation
How to follow up on a cold email?
Even after sending a perfectly well-written email, there are chances that the prospect won’t revert or engage with the same.
There could be multiple reasons behind that. But what matters is how to overcome this hindrance. This is where ‘follow-up’ emails come into the picture. Sales reps should send at least one follow-up email to gain prospects’ attention. Even though these are follow-up emails, they do not have to sound repetitive.
There should be some value addition in each follow-up email.
This shows the SDR’s commitment to genuinely helping the prospect. This process can consume a lot of time and resources if done manually. And there is always a scope of forgetting or missing out on some prospects or simply delaying with the emails.
To avoid all these occurrences, SmartReach.io streamlines the process of following up with potential prospects by automating email follow-ups.
Starting Cold Email Campaign
As explained above, an innovative tool like SmartReach.io can help send automated cold emails. Once the account is created, SmartReach.io helps SDRs with the following:
1. Finding prospects
Use ProspectDaddy, a Chrome extension to look up prospects in your target market on LinkedIn and find their business emails. Get additional information like prospect company, designation, LinkedIn profile and more. This list of prospects can be either downloaded in the form of CSV or imported to the SmartReach.io campaign. ProspectDaddy credits are offered as value adds along with all SmartReach.io plans. Check SmartReach.io Pricing for more details.
2. Automation and personalization
With the personalization and automation of cold email outreach campaigns, the probability of converting cold leads into warm increases. There is a facility to automate emails and follow-ups. With features like spam test reports and built-in email validation, email deliverability is also increased.
SmartReach.io is a sales engagement platform that prioritizes the deliverability of your messages. This platform offers the ability to create customized sequences of cold outreach campaigns that can be delivered through a variety of channels such as email, LinkedIn, WhatsApp, and more. By automating the process of sending cold outreach messages and leveraging personalization techniques such as merge tags, SmartReach.io enables you to reach a broader audience and improve engagement rates. This approach allows you to optimize your outreach efforts and increase the effectiveness of your sales campaigns. With SmartReach.io’s advanced features, you can streamline your outreach process and enhance your overall sales strategy.
3. Cold Email Content
Sales engagement platforms like SmartReach.io are getting smarter every day. SDRs no longer have to spend hours trying to get the perfect cold email and follow-up content. They simply could input details based on their product, industry or vertical and would get content recommendations which could then be edited to suit their style. SmartReach.io recommendation engine would also provide optimized subject lines based on the email content added.
4. Detailed reporting
With sales engagement platforms like SmartReach.io, you can get extensive prospect reports, sales reps can track everything and adequately analyze the campaign’s performance so that the required updates or changes can be made whenever needed.
Sales leaders can analyze team and campaign performance using reports like Team leaderboard reports, template reports, reply sentiment reports, prospect list reports, click reports, etc. With a real-time team leaderboard, it becomes possible to see the team’s performance at a glance and take action wherever required.
5. Team collaboration
SmartReach.io provides a shared Inbox, where the sales team can collaborate and improve the sales query response time. The reply sentiment feature offered by SmartReach.io enables you to monitor the health of your sales pipeline by tracking positive responses. In addition, the platform provides a range of benefits such as increased transparency across your sales teams, prevention of duplicate responses, and the ability to assign ownership of positive responses. With SmartReach.io’s user-friendly interface, you can access multiple inboxes from a single dashboard and streamline your sales communication process. These features allow you to optimize your sales operations and ensure that your team is operating efficiently.
6. Follow best practices
SmartReach.io allows setting up an email outreach with proper templates, automation facilities, and tool integrations. The bi-weekly reviews and suggestions make it even more robust. This increases the probability of running a successful cold email campaign. SmartReach.io is designed for cold emailing with a top-notch emphasis on email deliverability. Cold emailing best practices are the foundation based on which the software is developed. So you will never go wrong, even if you’re new to cold emailing.
Writing effective cold emails can be tough and challenging, but it is possible. By implementing the six tips we’ve outlined in this blog, you can improve your email response rates and turn cold leads into warm prospects. Always keep your target in mind, personalize your message, and provide value. With these methods in your arsenal, you can confidently push “send” on your next cold email campaign and begin seeing results. Cold emails that are precise, customized, and intelligently targeted may work wonders for any business. It’s an excellent technique to start and maintain professional ties.
Happy cold emailing!
