How frustrating is it when you have a cracking product for a business/individual but you are unable to reach out to the right person?
Ever since I entered my professional life, I always hated to receive the cold calls; calls from people who tried to sell me things without knowing anything about me. Not that I have anything against cold callers, but I personally never liked it.
And it was these sentiments among the business community that lead to the invention of cold emails; emails from people who would try to sell you things without knowing you. Well, this is how it started at least.
But the art of cold emailing has evolved into marketing emails. You now have the choice to be an absolute time waster and stalk people to sell them things; just like an old fashioned cold caller. Or you can adopt a more professional approach and look to build the rapport and understanding with your prospect first before embarking on your sales objective.
And after being a sender and receiver of thousands of work emails personally, I have found out that there are certain practices that will help you immensely in gaining the respect of your prospect and get you in front of him/her.
Let me share the 8 tips with you so that you could benefit from them as well.
Your subject line should be engaging
Why so much fuss about the subject lines? It’s just one line after all.
But let me tell you something. This one line happens to matter the most. Your email could be the next best thing after the sliced bread, but if your prospect doesn’t open your email and read it then you wouldn’t get anything out of the exercise. There are various ways to make your subject line engaging. Some of the easy wins include:
- Using their name in the subject line
- Using company name in the subject line
- Asking an intriguing question
The body of your email should be brief and punchy
Be brief. Tell the reader why you have emailed.
Your email should carry some value to the reader
Your proposition must have some value to the reader. A good practice is outline the benefit (not the feature, please) of your product/service in the first line. E.g.
You could convert more visitors into your clients as our fully optimised websites differentiate between your
first-time visitors and repeat visitors to help you tailor your messages accordingly."
You should remember that most email settings allow the reader to view the 1st line of the email without them needing to open the email. Hence, try to grab their attention right from the start.
You should end your email with a clear call to action
If the purpose of your email is to sell your product/service to your reader, then you might also start dreaming to go to the Moon - on a bicycle.
You write emails to your prospects to make the initial contact. Period. You don’t try to sell them in your first email. Hence, your email should end with a clear call to action e.g. suggesting a date and time for future meeting or booking a time to arrange a phone call.
Never end your email with lines like "if you would have any query, please get in touch."
You should get feedback
Once you have written a potential draft, show it to your colleagues and other clients who are close to you. Ask them for the feedback. Ask them whether they would read and reply to an email along the same lines. This feedback is vital to fine tune your email before sending it out to your prospects.
You should only send 30-40 emails max
If you use a decent CRM system, then you have the power to dish out hundreds and thousands of emails every day to your prospects with just a few clicks.
Don't do that! Experience tells us that a bunch of 30 -40 emails a day is a good manageable benchmark as it gives you the time to monitor the effectiveness of your campaign and gives you the space to follow them up properly.
You should experiment with various styles
Don’t shy away from moving from one style to another e.g. from questioning subject line to a humorous one. It not only gives a fresh tone to your email but also helps you to review what is working with your prospects.
Use analytics to know how you are doing
Another key benefit of almost all decent CRMs these days is the power of analytics. When involved in mass mailing, it is vital for you to measure the results. The two key measures that you ought to review are the open rate (i.e. how many of your prospects opened your email) and the response rate (i.e. how many of them responded to your call of action).
Following these tips should help you build a better rapport with your prospects and get you in front of them relatively easily. What you should remember is that if your open rate is below 15% and response rate is below 5%, something is significantly wrong. If, however, your open rate is in 30%s or higher with a response rate 20% or over, you have cracked the code.
Till the next time folks!