November 01, 2018
No, cold emailing isn’t dead.
It’s still alive. It’s still a crucial part of B2B marketing. In fact, it is still the first step towards generating leads for most businesses.
While cold emails may sound like something that has reached its saturation point, you should be careful not to ignore it.
Whether cold emailing works or not depends solely on what tactics are you implementing when you send people cold emails. You can have any number of email IDs on your list, but if you are not taking care of what is being sent to these people all your effort will eventually go to waste. That would be awful, right?
In order to not let that happen, let’s discuss some cold emailing mistakes and how you can avoid them.
Have you sent emails to tons of people and are still not getting the desired response? What are you doing so wrong? Sorry to say, but probably a number of things.
Start Small (Think Big)
Avoid sending emails to 200-300 people on a daily basis, especially if you have just started out.
Starting small gives you an opportunity to fail early without any significant loss. You can improve your emails, see what is working for you and what is not. Of course, you will constantly need to experiment with the content of your email and you will have a window open if you somehow send some wrong information.
You will be able to think about each person properly if you are sending out just, say 20-30 emails per day. You will spend more time considering whether a specific person will be a good fit for your business or not.
Blacklisting will not be a problem for you. If you send emails to a carefully selected number of people, it is very likely that some of them will be interested in your work, and also 100-150 people won’t be marking your email as spam (which could temporarily put a hold on your work by the way).
Just for the sake of it, let’s say that you send cold emails to 300-400 people and because of some miracle you get like 100-150 responses. That sounds really amazing, doesn’t it? All your dreams suddenly coming true. But, there’s just a teeny tiny problem, you might not be able to respond to all of those emails in a proper way. And now it all becomes a sob story. There’s a high possibility that among the responses that you did not reply to properly there was a potential customer. It hurts even to think about that, right?
Pay Attention to the Content
This is only the most important part of the email, obviously. If you mess this up, try getting it right next time you send emails to a different lot (if you paid attention to the pointers above).
First Things First: The Subject Line
What do you first see when you open your inbox? The subject line. So, that needs to be bang on. Your subject line can make a great impression on people and ensure that your audience at least gives your email a look. Be as creative as you can, but keep in mind that it is related to the main body of your email. If you just arouse someone’s curiosity through a really engaging subject line but it has nothing to do with the body of your email, it is just going to piss off the recipient.
Personalize the Content of Your Email
I just can’t stress this point enough. You need to sound human and here’s where you can use the information about your lead, show the person that you have done your research. This will engage the recipient and there’s a high chance that they will respond to your email.
Embrace the KISS Principle
Keep the content of your email brief and simple. Nobody is interested in reading a page-long email. So, keep the content precise and be creative so that the recipient is compelled to read one line after the other.
Don’t Forget Call to Action
Everybody wants to direct their audience in the direction they want. That’s why your email is incomplete without a call to action button. Do not try to bombard your recipients with a plethora of CTA links, hoping they’d click on something at least. Instead just think about what the recipient might want to know or do after responding to your email and accordingly provide your call to action.
And lastly, even before you start sending your emails, make sure you have a follow-up plan. In case the emails you send don’t give you the desired outcome, a follow-up plan will help you get through without wasting any time. Same goes for when people respond to your email, keep a plan at hand so that you will be able to respond as soon as possible in an efficient manner.
Try to take care of these basics and cold emails will work amazingly for you. Just keep in mind that you need to first put yourself in the recipient’s shoes and then take the decisions. You might be receiving tons of cold emails yourself, see how those work for you, whether you are impressed by them or not.
What would work for you if you were at the receiving end? What kind of stuff or language would keep you engaged? Answer these questions for yourself and then you will have an effective strategy for your potential leads as well.
Check out the detailed article on our website for personalized emails. All the tricks and tactics about personalized content are discussed in the article and will help you to create an amazingly creative and informative email.
So, keep sending out cold emails because they haven’t yet gone out of trend!
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SeeResponse is a full-service B2B marketing agency and a HubSpot Solutions Partner offering a range of marketing services through its team of marketing and demand generation experts. Our focus is on helping startups and larger companies grow through a combination of strategy, email marketing, demand generation, and marketing automation.