Writing a cold email that someone would actually read can be a challenge. After all, the average office worker receives 121 emails a day, so it stands to reason that most people won’t open an email if they don’t know where it’s coming from.
And yet, this doesn’t mean that you should just abandon cold emails as a marketing strategy. What it does mean is that you need to update your approach to marketing emails. Here are some tips that might help you.
Identify Your Demographic
Since no product or service will appeal to everybody, you need to decide who your ideal clients will be and appeal to them. These people will benefit the most from what you have to offer, and they will be more likely to follow up on your email and make a purchase. For example, if your selling cooking products such as ovens or kitchen utensils, you would target restaurant managers, chefs, or anyone who might have an interest in cooking their own meals.
Decide What Your Prospects Really Care About
Once you’ve identified your ideal prospects, your next step is to decide exactly what it is that they really care about. Try to think of a common problem that most people in your chosen demographic have and decide how your products and services can help to solve it.
Get Email Addresses
You obviously need someone’s email address before you can send them an email. Fortunately, getting a business owner’s email address is often very easy if they are on LinkedIn. You can also try installing the free Sales Navigator extension if you want to see a prospect’s LinkedIn profile details on your Gmail account screen.
Write a Catchy Subject Line
Many people decide to open an email based on the subject line alone, so you will want to make sure that your subject lines grab your prospects’ attention. Use the limited space that you have to address the problem that your product is supposed to solve, and remember to keep it short. Any email subject line should be easy to read on a mobile screen.
Cut to the Chase
Any cold email that you write should be short and to the point. Your prospects probably have less than a few minutes to scan the emails they receive, so state what you’re offering and how it can benefit your prospects quickly. Mention the person and their company by name to keep things as personal as a cold email can be, and don’t forget to include a simple call to action that encourages readers to contact you.
Finally, don’t forget to follow up with your more promising prospects. People often forget to respond to emails, and the messages themselves are notorious for ending up in spam folders. Send your initial message, and wait a week before sending a follow-up message. Think if it as a reminder that you would still appreciate their business without pestering them too much.