Does writing cold email copywriting give you the chills? You are not alone. But there are tricks to the trade that makes this work, so that your email converts. The number one secret is to humanise your email. The number two is to set your expectations lower than you would for an email campaign for known relationships. Here are 15 tips for cold email that converts. Get to work and start making 2023 a stellar year for your email marketing.
BTW. These tips can be used for LinkedIn marketing as well as Account-based Marketing via email, or general B2B Bus Dev — whenever you need to reach to new people.
1. Why them
Explain why you contact them specifically, over other people. Makes them feel unique; and can be like you already know them somewhat, which brings familiarity turning it into a ‘not-so- cold email’.
“Hi Peter, I noticed that you are using widget A to do XYZ. Have you tried B?”
2. Trigger emotions
Describe ‘the pain point you’re addressing’ in emotional words.
This is also a way to be funny and bring a smile on the reader’s face. The brain has two parts: one where we process emotions, the other where we process logic and facts. You want to be relating to both parts of the brain in your email, but you want to build a human response first. Get the picture?
3. Add positive, honest facts
But of course, you need facts too. Specific facts anchor you story. Use them to create a positive tone of ‘opportunity for your reader’ to your email. For example: “Our research found that…% of companies are looking to do XYZ in 2023. Are you one of them?” Sometimes it’s tempting perhaps, but don’t mislead for the sake of the argument. You want to build trust at this stage – so be trustworthy.
4. A friendly, informal chat
Makes the reader feel as if they are meeting you in person. If you researched them on Linkedin, refer to a relevant recent post by them or one of their colleagues. “Liked your Linkedin post about … and thought to email you.”
5. Be brief & punchy
Edit out all extra words. Aim for a fit in 1 phone screen, with no scrolling. You probably can if you use sentence fragments at times, instead of full sentences. Yes, it’s ok to do so. You don’t chat verbally in grammatically perfect full phrases either, don’t you? Fragments are useful as they’re shorten the text; easy to digest; punchy & chatty. Sound bites.
6. Create an irresistible call-to-action
If you create what ‘s called a ‘curiosity gap’ (what they know and what they want to know), you’ll trigger people’s innate desire to fill the gap. So build a gap around solutions to the pain point you’re addressing in their email. You do this with question and answer.
7. Personalise the email
Use the recipient’s name in the greeting and throughout the email. Also, tailor the message to their specific needs and interests. This shows that you have done your research and are genuinely interested in them.
8. Keep the subject line clear, concise and enticing
Make it clear what the email is about and what the recipient can expect. A subject line like “Opportunity for XYZ” is more likely to be opened than “Hello.”
When combined with the pre-header, it should include a strong CTA to get your reader to open and read the email.
9. Follow up
If you don’t hear back, don’t be afraid to follow up. However, don’t be too persistent. A polite follow-up email is fine, but don’t send more than two or three. Don’t get discouraged if not everyone responds positively, it’s normal.
10. Test and measure
Keep track of what works and what doesn’t. Test different subject lines, email formats, and calls-to-action to see what resonates with your audience. Use the data to make informed decisions about future outreach efforts.
11. Consider using a voice or video messages.
After writing this article, I solicited the comments of two sales experts, Ian Moyse and Jonathan Bower. They offered the following bonus tips:
Ian commented that the issue is too many cold emails come across as generic and not focused on clear value to the reader. So, fix that with my tips above.
Ian also suggested the technique of using voice or video in email is still relatively new and sparsely used; you’ll be sure to stand out and be remembered.
12. Tell them about the benefit for their customers
Jonathan suggested the following B2B email marketing tip: rather than articulate the benefit you can deliver them – to tell your prospect about the benefit that you can help deliver to their customers.
E.g. If a machine part is reliable, it will save him time & money if they buy it. However, that reliability might mean that your prospects’ customers might reduce client churn, gain market share, etc. Not applicable to all products & services, but worthy of consideration as it aligns with the story that your clients tell their prospects.
13. Take a risk
I already shared my view on the subject line. Jonathan chimed in and thinks the subject line is a good place to take a risk. Use a title that might prompt them to open it.
14. Proofread before sending
Everyone’s talking about OpenAI. So I passed the article by the collective wisdom embedded there. The algorithm added the following tip: Make sure to proofread your message before sending it out.
15. Have a plan
I suggest you make this into a campaign (by industry), complete with a purpose and plan for measuring results. Then, make a series of editable email templates that are to be modified by individual sales reps to quickly address new prospects.
This way you help them overcome the dreaded cold email writing hurdle, make them use their time more efficiently, plus ensure that all emails are on brand and you maintain a consistent tone of voice throughout your company’s communications.
And you can see over time which templates work best, and which need tweaking.
Conclusion – Tips for cold email that converts
And there you have 14 tips on for better cold email to outreach with success.
BTW. These cold email tips also apply to cold Linkedin outreach.
Put it in action
Which ones are you going to apply today ? Contact us for ideas, knowhow and setup advisory.
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We work with marketing directors to develop, configure and deliver best-of-breed modern, data-driven marketing on these platforms.
Note: marketing automation traditionally was ‘only email’, our marketing automation solutions today can equally be omni-channel (email + SMS, Chat, Whatsapp, etc).
Last Updated on April 18, 2023