Prospecting either over the phone or email has changed drastically over the last two decades. In the modern world, the term is more flexible and encompasses unsolicited outreach as a whole. For some cases, dialing up a non-qualified prospect might be a good option, but in other circumstances it may not. It all depends on your industry and the target market.
1 in 50 business owners list their phone as their preferred method of contact. A long time ago, when cold callers were reaching prospective clients on their office lines, cold calling was the best means of communication. Today, with more individuals relying on their personal smart phone devices for work, sales calls from an unknown number feel more intrusive. The ubiquity of caller ID also makes these attempts easier to screen.
If you are one of those industries that has a difficult time with cold calling, cold emailing may be the solution for you. But of course, breaking through crowded inboxes is a difficult task of its own. Social media can be effective, but here too exists a subtle balance between being useful and obnoxious. We are here to offer up practical cold emailing tips you can use today.
An effective cold email does five things. It should:
1. Tailor the message to the recipient
You need to do some research. But there’s a right way and a wrong way to do that. Personalizing your email blast means that you’ve thought about who the recipient is, what interests them, and what products/services they may need — you’ve created a “working profile” about the recipient. I say “working profile” on purpose because it is not set in stone and should be changed frequently as the relationship evolves. This shows them you have put work into understanding them.
2. Validate Yourself
When we meet a stranger or get an email from them, we first want to find out who they are and why they matter. Having a connection that validates your product/service is the strongest form of social proof you can offer to prospective client you are cold emailing. If you have any direct connections, mention them. A mutual connection means you are no longer a stranger.
3. Keep it Short
Keep the email short and sweet – 2-4 sentences; 5 sentences at the MOST. Anything beyond 4 sentences will see your response rates decline. Include visuals, such as videos, infographics, cartoons, photographs etc. Visuals make information easy on the eyes for recipients.
4. Add as Many Details in Signature
Your email signature needs to include your business address, links to social media profiles, and contact information. All elements must be present to build trust and credibility with the person reading your cold email.
5. Include Post Scripts
Post Scripts are useful in that you can use them to ask to speak to someone else. This also serves as a way to fulfill the opt-out responsibility in your email and still keeping it personalized. A lot of people will read the P.S. before the rest of the email. A good example of something to add to post scripts is a call to action for a white paper or enewsletter.
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