While many approaches to generating appointments or making new connections with your customers (or future customers) have changed over the years, the cold email is still an effective way to reach your target audience. Here are a few cold call email tips to help you create a marketing strategy to scale your campaign and boost your success rate.
Understand Your Target Client’s Pain Points
Before you begin formulating your cold call email campaign you must understand the essential pain points of your ideal potential customer in order to cut through the chatter that gets ignored in their inbox.
Create a Catchy, Relevant Subject Line
The first thing your email recipients will see when they click on their inbox is your subject line, and its only job is to make sure your email gets opened. To be successful, succeed, you need to ensure your subject line stands out. Busy B2B professionals are constantly bombarded with spam and email clutter daily. In order to cut through the noise, make your subject line pique their interest and be relevant to their pain points, challenges, and goals while being clear what the topic of your email is.
Get Right To The Point
Don’t talk about yourself or your business. You want to hook prospective customers by hooking them the minute they open your email. Focus on them, otherwise, your email will likely end up in the trash. Explain how they ended up on your radar, and how you or your product can help them meet their goals. Be specific and keep it brief. Anything more than five sentences will bore them. Show you understand them by finding out which publications, influencers, and communities they follow and comment on those forums before you email them. Then your name will be familiar when they see it in their inbox. Did you find their name or company on LinkedIn? Say so!
Once you’ve put your prospect in the spotlight, you can talk about yourself.
Show authority by:
- Mentioning publications or channels you have been featured in
- Including the names of clients and companies you’ve worked with
- Highlighting the results you have obtained for clients who have similar needs
Make Your CTA Simple
Don’t specifically ask your prospective customer if they are free on Wednesday at 2 PM to receive a call. Instead, use your CTA to open a soft dialogue and encourage commitment to finding out more. Ask questions such as:
- Do you think we might be a good fit?
- Would you like to learn more?
- Is this something that interests you?
Personalize Your Message To a Group
Instead of leaving it at including a person’s first name and the company they represent, create hyper-segments of clients who share the same challenges and desires and send messages tailored to that group’s interests rather than to specific individuals. Once the prospective client has responded to your cold call email you can follow up by personalizing your message to each individual.
Summarize The Contents and Add Contact Details
People in a hurry often skim through messages. Adding a P.S. after your CTA allows you to give them the details, add any secondary benefits, and add a link to your landing page for further information. This makes it easy for possible prospects to say “yes” and contact you to learn more.