Any expert digital marketing specialist will tell you: never underestimate the power of email marketing.
It’s easy to dismiss emails as a modern convenience taken for granted. It was one of the first means of instant communication on the internet. Today, there are numerous messaging apps that allow us to message anyone instantly. Yet, email persists as one of the most important accounts that every online user must possess.
One’s email has become a person’s online identity. An email address is required to sign up for the vast majority of online products and services. An email address is a necessary communication option when applying for jobs and making purchases and payments. Ultimately, email is the gateway towards the online world, no matter where you live.
And digital marketing techniques throughout the globe take advantage of that power.
Because of how long emails have been around, some people have mistakenly assumed that marketing techniques revolving around are obsolete.
But consider the following:
- As of 2020, 3.9 billion people around the world use email or have an email address.
- 293.6 billion emails are sent and received daily.
- And the average ROI of email marketing sits at around $42 for every $1 spent.
These massive numbers stand as proof that not only is email a juggernaut in terms of access to potential and current customers, but it’s also one of the best marketing targets to build a digital marketing strategy around. Experts know that email marketing works; nine out of ten digital marketing specialists use email marketing to release their content.
It’s now all about having the right strategy to utilize emails, getting into the customer’s inbox, and knowing how to reel them in.
The Art of Cold Emails
Cold emails are similar to what is understood as cold-calling. A cold email is an email sent to a receiver intended to be mutually beneficial (through favor, sales, or other same opportunities). Explained loosely, it’s an email that users receive from someone they don’t know, with an introduction, an explanation, and an offer.
It’s not different from what typically is done with email as it is. Applying for jobs require some cold emailing as applicants send their resumes and introduction letters to companies. Influencers reach out via cold email to companies to see if they can do promotions for them, and vice-versa. And salespeople may typically send out massive cold email blasts to promote a new product or an item. It’s what is called a “shot in the dark,” hoping that the person on the other end would read the subject, become interested, and reply.
And it works. Now all a company has to do is optimize it to get the maximum gain, evolving it into a marketing weapon.
Cold Emails: A Secret Weapon?
Why are cold emails so relevant? What benefit does a company get from them? Isn’t it just a waste of effort to send so many emails without even knowing if the person on the other end would open it? After all, unsolicited emails are the bane of an internet user’s life and the very reason that spam inboxes were made for. But if you create spam, that’s all they will be. An excellent cold email is more than just spam.
Cold emails are the perfect means for digital marketers to start building a network for a person or a company. It spreads the brand name and brings up awareness regardless of the outcome. You never know if a person is looking for exactly what you’re selling, and the email will become a godsend to them.
Email marketing may start with cold emails and cold leads, but it also brings in hot new leads. It would be the same as approaching a browsing customer in a brick-and-mortar store. The way to build new leads is to go out and seek them.
The Blueprint: What Makes a Cold Email Work?
All the power and benefits of email marketing don’t mean that any salesman or marketer could just write an email template, fire it off to a massive mailing list, and call it a day. There’s more to cold emailing than only another copy-pasted promotional message.
These kinds of emails would simply end up being filtered for spam and will draw no interest whatsoever from the audience targeted. The way to make cold emails work is through the best practices, as told by the experts.
Research is the key
Thoughtful and well-researched email works above all else. The email’s copy must prove that the person behind it has thoroughly researched the company they are approaching and the company’s general business model. Remember that the first email often isn’t merely a cold email—it’s your introduction and first sales interaction. And first impressions will last.
Be human, not a brand
The best cold emails come from a specific person or agent, and not a company in general. It shows that there is a personal aspect to the email, and it seeks to make a connection between people rather than a brand. A great cold email should have a “from” line that indicates that there’s a human genuinely seeking to make an impact on the other side.
Get their attention fast
Attention spans on the internet are notoriously short, and it becomes even quicker when it comes to checking crowded email accounts. People can hit delete reasonably quickly when they realize that an email is a promotional one.
The way to get around this, especially in cold emails, is to hook them in with the subject line. A smart, catchy, and attractive subject line can, at the very least, compel someone to click and see what you’re trying to say.
Don’t ramble on
Now that you have their attention, don’t let it wander off. The copy on the email must be short and to the point. Save the flowery words for other promo copy; don’t use it for the initial cold email where no one has the time to (or wants to) read a novel. Tell them what the service is, addressing what you think is their pain point, and how your company will solve it.
If they want to learn more, add a call to action that sends them to a landing page that will make a more in-depth explanation.
Name drop if you must
It may help to showcase other big companies or clients that you’ve already helped. This is a technique already utilized by influencers and other prominent PR marketers. They name drop a few big brands or entities that they have worked with, hoping to get the user’s attention and build up brand trust. It also helps solidify a trustworthy and legitimate reputation.
Just one call to action
You don’t need to sound like an infomercial in this email. If you have a call-to-action, just use one. Since the copy is going to have to be precise and concise anyway, you don’t need to clutter it up with multiple call-to-action links or statements. Save it for the one poignant moment in the copy that will urge the potential lead to make that click.
The Words that Work
Email marketing specialists have several sample templates that you can use to get started on making cold emails. But remember that a model is precisely what it is: merely a template. It’s up to you to find the one that fits your needs and then carefully tailor it to your company’s needs.
Furthermore, it has to be nicely personalized so that the person receiving it on the other end senses that this is an email that has been well-researched and not merely something copied over.
After an event
This template is an excellent way to get in touch with participants who had already attended a conference or a company event and had signed up for emails. It’s also a great way to acknowledge a potential lead’s recent life event and how your company can help them.
Hi [name of potential client],
Just saw the news about [the recent event]. Congratulations!
Usually, when this happens, [specific issue or concern] becomes a priority. So, I thought you might be interested in finding out how we helped [similar person or company] through [service, product, or help provided].
I know things at [person or company’s name and location] must be crazy now, but If you’d like to learn more, let’s set up a quick call.
How does [specific day and time] fit your schedule? Alternatively, here’s a link to my schedule or feel free to send me yours.
Name their hero
If the customer has a specific interest or person that they admire, it may pique their attention to compare them to that hero or appeal to their interest.
Hi [First Name],
Based upon your [social media] activity, you’re a fan of [idol or interest] – inspiring me to reach out to you here.
What would [idol or interest] be without [point of relation to your product]? [Add a funny anecdote or comment.]
[My company] is the [idol or top ranking in interest] of [market niche]. Our platform offers [benefit 1] and [benefit 2]. Features like
[First name] – might you be willing to connect to discuss how we can get your team onto [idol]’s level?
The right question
Open the email by asking the right question for the person you’re trying to reach. Skip the generic questions and instead inquire directly and specifically about an item that will significantly aid your lead. This is especially critical for B2B cold emails.
Hi [First Name],
Are you interested in [benefit of your product]?
I know you’re busy working to [result that your product/service helps with], so I’ll make this quick.
I’m the lead [role at your company], and I have a few suggestions to help you immediately generate some quick wins with [area your lead is working on]. Here they are:
You might not have the time for this, though, and that’s where [your company] can help. Would you like a quick 15-minute session during the next week so I can walk you through the tips and discuss this further?
Get off the beaten path
If the field has a popular topic that’s already been done to death, breaking the norm might get your lead’s attention. Explain why your company doesn’t do it like the others, and what sets them apart from everybody doing the same thing.
Hi [First Name],
My name is [Your Name], reaching out from [Your Company].
Yep, this is another cold email that says who I am and asks for a meeting, but I’ve [specific research you’ve done on the person].
[Details of your service] – does this sound like something of value to [Company] or maybe something you’re actively looking for?
Here is [piece of content].
Are you open to chatting next week? [Incentive to call].
The Blog Post boost
Companies that publish blogs see an incredible amount of traffic: roughly 3.5 times more traffic than companies who don’t. Blogs are convincing methods to show a customer how useful service or product is. Directing them to one may urge them to make the click.
Hey [person’s name],
Upon publishing our most recent blog post, “[title],” I immediately thought of you and your company.
The blog post examines many aspects of [topic], complete with quotes from thought leaders and various data.
I would love to hear your thoughts on the post, including any feedback you may have. We could use them to provide our audience with better content.
Don’t hesitate to share some of your favorite blogs. I am always interested in reading what other industry professionals have to say.
The Cold Email’s Edge
Cold emails ultimately are one of the best tools to make excellent connections. It’s not about a hard sell; it’s about presenting what a company can do for someone else. It’s a delicate balancing act that showcases what a mutually beneficial deal could do for your company and the person you’re reaching out to. And it not only benefits business development; it may also spread the word that your company is a legitimate one, does their homework, and one to trust among leads.