Cold Email: A Guide Becoming Cold Emailing Expert

8 out of 10 professionals prefer cold email over cold calls. Because it’s less intrusive. The receiver can reply in their own time and do a little background check before trusting the sender.

However, only 23.9% of cold emails are opened. Though this is not a bad number, the success of your cold email campaign depends on many factors – from the subject line and copy of your email to the credibility of your email provider.

In this article, we are going to cover everything to make your cold email campaign successful.

What is Cold Emailing?

Cold emailing is the practice of sending emails to individuals or businesses with whom you have no prior relationship. It's essentially the digital equivalent of cold calling, aiming to initiate contact and build a connection to eventually:

• Pitch a product or service: This is the most common use case, particularly in sales and marketing.
• Generate leads: Cold emails can help gather potential customer information for future sales efforts.
• Build brand awareness: By introducing your company and its offerings, cold emails can increase brand recognition.

How’s Cold Emailing Different from Cold Calling?

While both methods involve reaching out to new contacts, cold emailing differs from cold calling in several aspects:

• Delivery: Emails can reach a wider audience compared to phone calls, potentially saving time and effort.
• Response rate: Cold calls typically have a lower response rate than well-crafted cold emails.
• Engagement: Emails allow for more detailed information sharing and asynchronous communication, giving recipients time to process and respond thoughtfully.
• Cost: Sending emails is generally cheaper compared to the cost of making phone calls, especially when considering long distances or international calls.

What Makes You Stand Out When Sending a Cold Email?

Research skills: Effective cold emailers thoroughly research their target audience to tailor their message and increase its relevance.

Strong communication: They can craft clear, concise, and engaging emails that capture the recipient's attention and present a compelling value proposition.

Personalization: They personalize their emails beyond just using the recipient's name, demonstrating genuine understanding of their needs and challenges.

Persistence: They understand that cold emailing often requires follow-up, and they do so strategically without being overly persistent or pushy.

Respectful approach: They maintain a professional and respectful tone throughout the email, even when dealing with uninterested recipients.

Defining Your Goals and Objectives

Before crafting your email, it's vital to be clear about what you want to achieve. Knowing your goals helps you tailor your message and measure your success. Here are some questions to consider:

• What specific action do you want the recipient to take? (e.g., schedule a call, visit your website, download a resource)
• What problem are you trying to solve for them?
• How will your product or service benefit them?
• Are you aiming for immediate sales, lead generation, or brand awareness?

By defining clear goals, you can craft a focused and targeted email that resonates with your recipient's needs.

Understanding Your Target Audience

Taking the time to understand your ideal customer profile (ICP) is essential for crafting effective cold emails. Research your target audience thoroughly to gain insights into:

• Their demographics: Age, location, job title, industry, etc.
• Their needs and challenges: What are their pain points? What are they trying to achieve?
• Their communication preferences: What tone and style resonate best with them?
• Their common objections: Anticipate potential concerns and address them proactively in your email.

The more you know about your target audience, the better you can personalize your message and increase its relevance. This can significantly improve your response rate and engagement.

Crafting Your Unique Value Proposition (UVP)

Your unique value proposition explains what makes your offering different and how it specifically benefits your target audience.  Here's how to craft a compelling UVP for your cold email:

• Focus on the benefits, not the features: Don't just list features; explain how your product or service addresses the specific needs and challenges of your audience.
• Quantify the value proposition whenever possible: Use data or statistics to support your claims and showcase the tangible benefits of your offering.
• Keep it concise and clear: Your UVP should be easy to understand within seconds of reading.

A strong UVP positions you as a solution provider and differentiates you from competitors, making your cold email more impactful.

Researching and Identifying Prospects

Define Your Target Audience: Clearly outline who your ideal prospects are based on factors such as industry, job title, company size, geographic location, etc.

Use LinkedIn Advanced Search: Utilize LinkedIn's advanced search features to find prospects who match your criteria. You can filter by industry, job title, company size, and more.

Explore LinkedIn Groups: Join relevant LinkedIn groups where your target audience is likely to participate. Engage in conversations, identify active members, and reach out to them.

Review Company Websites and Directories: Visit company websites and industry directories to identify key decision-makers and relevant contacts within target organizations.

Utilize Social Media Monitoring Tools: Tools like BuzzSumo, Mention, and Hootsuite can help you monitor social media platforms for mentions of relevant keywords and identify potential prospects.

Utilizing Tools and Resources for List Building

Email Finder Tools: Use tools like Skrapp.io to find email addresses associated with the prospects you've identified.

CRM Software: Implement a Customer Relationship Management (CRM) software to organize and manage your prospect list effectively. Popular options include Salesforce, HubSpot, vcita and Pipedrive.

Email Verification Tools: Ensure the accuracy of your email list by using email verification tools like Skrapp Email Verifier.

Automated Outreach Platforms: Consider using platforms like Outreach.io or Reply.io to streamline your cold email outreach process and track responses.

Ensuring Compliance with Privacy Regulations

Understand GDPR and CAN-SPAM: Familiarize yourself with regulations such as the General Data Protection Regulation (GDPR) and the CAN-SPAM Act to ensure compliance with data privacy and email marketing laws.

Obtain Consent: Ensure that you have explicit consent from individuals before adding them to your email list. Offer clear opt-in options and provide information about how their data will be used.

Provide Opt-Out Options: Include an unsubscribe link in every email you send and honor unsubscribe requests promptly to comply with regulations.

Keep Records: Maintain records of consent and unsubscribe requests to demonstrate compliance with privacy regulations if required.

Utilizing LinkedIn for Organic Prospecting

Optimize Your Profile: Ensure that your LinkedIn profile is complete and professional. Use relevant keywords in your headline and summary to attract your target audience.

Engage in Content Sharing: Share valuable content related to your industry or niche to establish yourself as a thought leader and attract potential prospects.

Join and Participate in Groups: Join LinkedIn groups relevant to your industry or target audience. Engage in discussions, provide insights, and connect with group members.

Utilize Advanced Search: Use LinkedIn's advanced search features to find prospects based on various criteria such as industry, job title, location, etc.

Personalize Connection Requests: When sending connection requests, personalize your message and explain why you're interested in connecting. Avoid generic messages.

Build Relationships: Focus on building genuine relationships with your connections rather than immediately pitching your products or services. Offer value and assistance where possible.

Bonus: We recommend using the LinkedIn extension to find the details of your prospect, reach out to them on LinkedIn first and in case of no reply, send them an email.

Crafting Attention-Grabbing Subject Lines

According to Finance Online, 64% of people delete or open the email based on the subject line itself.

• Intrigue, not clickbait: Avoid excessive exclamation points, all caps, or misleading statements, which can come across as spammy. Instead, spark curiosity by offering relevant benefits, posing thought-provoking questions, or leveraging social proof.
• Keep it concise: Aim for 45 characters or less to avoid truncation on mobile devices, ensuring your message reaches its intended recipient.
• Personalize when possible: Including the recipient's name or company name can significantly increase open rates.

Examples:

• Generic: "Free Consultation"
• Intriguing: "Struggling with [Pain Point]? We Can Help"
• Personalized: "[Name], How Can We Increase Your Sales by 20%?" (assuming you have data to support this claim)

Bonus Tips:

• Use numbers or data points: Numbers can grab attention and highlight potential results.
• Employ emojis (cautiously): Emojis can add a touch of personality but use them sparingly and ensure they align with your brand voice and the recipient's culture.
• Test different variations: A/B testing allows you to see which subject lines resonate most with your audience.

Remember:

• Focus on benefits, not features: Instead of saying "We offer a CRM system," say "Boost your team's productivity with our user-friendly CRM."
• Promise value: Let the recipient know what they stand to gain by opening your email.
• Avoid sounding salesy: Craft a subject line that feels genuine and conversational, sparking interest rather than pushing an agenda.

Writing Persuasive Body Content

Writing a persuasive cold email is all about capturing the recipient's attention, building rapport, offering value, and compelling them to take action. Here's a step-by-step guide along with examples and actionable best practices:

1. Subject Line:

• Keep it concise, intriguing, and personalized.
• Mention a mutual connection or relevant topic.
• Example: "Quick Question About [Specific Pain Point]"

2. Greeting:

• Personalize by using the recipient's name.
• Establish rapport by referencing a common interest or connection.
• Example: "Hi [Recipient's Name], I noticed we both attended [Event/Conference]."

3. Introduction:

• Introduce yourself and your company briefly.
• Address a specific pain point or challenge the recipient might be facing.
• Example: "I'm [Your Name], from [Your Company], and we specialize in [Brief Description of Service/Product]. I understand that [Recipient's Company] is working on improving [Specific Area]."

4. Value Proposition:

• Highlight how your product or service can solve the recipient's pain points or challenges.
• Use specific examples or case studies to demonstrate success.
• Example: "Our solution has helped companies like [Similar Company] increase productivity by 30%."

5. Call to Action:

• Clearly state the desired action you want the recipient to take.
• Make it easy for them to respond.
• Example: "I'd love to discuss how we can help you achieve similar results. Are you available for a quick call next week?"

6. Closing:

• Express gratitude and encourage further communication.
• Provide contact information for follow-up.
• Example: "Thank you for considering our solution. Looking forward to your response. You can reach me at [Your Phone Number] or [Your Email Address]."

Best Practices:

• Personalization: Use the recipient's name and reference relevant details.
• Conciseness: Keep the email short and to the point.
• Clarity: Clearly articulate the value proposition and call to action.
• Benefits: Focus on how your product/service benefits the recipient.
• Proof: Include social proof or testimonials if available.
• Follow-Up: Don't hesitate to follow up if you don't receive a response initially.

Example Cold Email:

Subject: Quick Question About Your Team's Productivity

Hi [Name],

I noticed we both attended the recent [Event/Conference], and I was intrigued by your discussion on improving team productivity.

I'm [Your Name] from [Your Company], and we specialize in providing innovative productivity solutions. I understand that [Recipient's Company] is looking for ways to streamline operations.

Our solution has helped companies like [Similar Company] increase productivity by 30% within the first quarter.

I'd love to discuss how we can tailor our solution to fit your team's needs. Are you available for a quick call next week?

Thank you for considering our solution. Looking forward to your response.

Best regards,

[Your Name]

Remember to always A/B test your cold email campaigns to see which approaches resonate best with your audience and continuously refine your strategy accordingly.

Incorporating Personalization and Customization Techniques

89% of marketers see a positive ROI when they use personalization in their campaigns. Personalization shows efforts that are put into reaching out. It makes the receiver feel special. 

• Invest in research: Take the time to learn about the recipient's company, role, and any relevant challenges they might be facing.
• Name recognition matters: Use their name and company name throughout the email to create a sense of familiarity and avoid sounding generic.
• Demonstrate industry knowledge: Reference a recent industry event or news article to showcase your understanding of their space and establish credibility.
• Tailor your solution: Address their specific pain points and offer customized solutions that directly address their needs. Don't send a one-size-fits-all message.

Example:

A/B Testing and Iterating for Optimization

• Experimentation is key: Don't be afraid to test different subject lines, email formats, CTAs, and personalization techniques to see what resonates best with your audience.
• Track your results: Utilize email analytics tools to measure open rates, click-through rates, and reply rates. Gain insights into what's working and what's not.

Refine your strategy: Based on your data, iterate and improve your cold email strategy over time. What works for one audience might not work for another, so be prepared to adapt.