Every business of course is different, but let’s not neglect the fact that pretty much any person you want to get in touch with; whether they know about your business or not can be contacted via cold email outreach. In fact, cold emails have become integral for businesses to generate sales and sustain their position in this competitive market.
So.. what is cold email outreach? Is it a SPAM?
Obviously, every business is on the lookout for new customers to keep their sales pipeline full. But is it okay to wait for your potential customers to do their research or wait for them to find you? What if they contact your competitors before they find you? How can you get noticed without making much effort? The answer to all this is the right email outreach program. It is typically used to get connected to the potential customer that has had no prior contact with you, tell them about your existence and brand identity, and simply get them to purchase your product or service.
Cold emailing can be difficult and a hard form of communication if done without the help of a professional, for the following reasons:
- You don’t have a relationship with the prospect and you don’t know about them, so modifying your approach according to their needs and requirements can be difficult without help. As a result, a lack of skills and strategies can make your cold email a failure.
- But they can work well and are not rocket science. It is just that your cold email needs to be relevant, prepared, well researched, and should be well crafted keeping the prospect’s interest in mind. The biggest challenge is to get attention and get them interested in your offering.
- Apart from that, cold sales email involves copywriting along with a catchy subject line and a personalized email to make contact with those potential customers that have had no knowledge about your company.
Will those online email templates work?
Those templates might not work as each business is different and there is no one-size-fits-all approach when it comes to cold emails.
How many times has it happened with you that you get the exact same message or email? What do you do every time? Think of those templates in the same way; every time you see those you either ignore them or delete them. Let’s take a look at another scenario. Can you use the same template for a B2B business and a B2C business? Or the same template for a Sales Executive and an IT Professional? The email templates available online are never industry-specific and even without context.
The solution: Since every person is different, their jobs and industries also vary. It is important that every email is tailored according to the industry, persona, niche, and specifically targeting the sales and your purpose with an aim to get a response. Instead of copy-pasting those templates, learn the fundamentals by outsourcing and work with them to create your own templates that will be specifically customized and tailored to your target audience.
Why is your cold email strategy not working? How to make it effective?
When it comes to email outreach program, there are some guidelines that need to be followed to get the best result:
STEP 1: Use a subject line that makes sense.
Now that you know that sending the same email copy won’t get you any response. Why? Because your prospects won’t find interest in opening that mundane email containing the same thing sent by other brands. Make the subject as specific and personalized as possible.
This will let the customer know that you have researched about them, their company, or the market. The more personal the subject line is the more chances of a user opening the email.
Here are some tips to personalize:
- Outsourcing for cold emails helps save time by using a CRM that automatically adds fields like the first name and preset subject line for each category. In addition, outsourcing will also help you with personalizing the templates. This will dynamically add the details of your company and designation whether you want to send a single email or in bulk.
- If you want to make personal connections with your prospective lead it’s important to address the email from a specific salesperson with their designation rather than your company’s name.
STEP 2: Propose the value that you will add.
Your prospects that you contact via email don’t care how your company is performing or how much sales you are making until and unless you are providing them what they require and matters to them. What they care about is why they are reading your email. You need to show them you’re credible and they can trust you by getting to the point and talking about it straight away.
- How can you benefit them with a business relationship?
- What is the purpose of you to reach out to them?
- How is your business different or what value you can add?
- Instances of how your company has benefited others from the solutions.
Tip: In addition to proposing the value you can add the best way to build credibility is by naming a few of your big clients or sharing testimonials. Don’t brag about your success- keep it simple and grounded.
STEP 3: Keep it actionable.
If you really want to increase your chances of conversion it is important to have a clear call to action in your email. To simply put, call to action refers to what action you want them to take next and making it easy for them to do so. This can include, but not limited to:
- Signing up for a demo.
- Filling a form.
- Schedule a free consultation.
- Link to your homepage.
This will give them a clear, easy action to take with a specific bounded option. Focus on having only one CTA, either fill a form or responding to your email. This will help you with getting a response and also keeps your email short and on point as well.