Cold e-mails are probably the most underappreciated and disliked thing in the process of lead generation. Most people don’t see immediate results, and that’s why they become increasingly frustrated about this method. Don’t be discouraged! Creating engaging cold mails still proves to be one of the most effective line of communication with leads and prospects.
When done properly, cold mailing might be the most successful marketing strategy. There’s only few things you need to remember while setting up your cold mails.
Right targeting
Do your research about the people you’re sending an e-mail to. Be sure that they are truly the ones that can make a business decision and purchase your product. It’s far easier to do with the right tools to do this job for you. Group your targets by localization, their interests, age, or job position. Create relevant e-mails for all of those groups. It’s the wrong targeting that makes the most of your e-mails stay unopened. Simple change in the e-mail targeting can make all the difference when it comes to user engagement.
Create catchy subject line
Do you know why your cold e-mails are not opened? It may be because they landed in the SPAM folder, or they got lost inside the receiver’s mail box. It can happen – your prospects get hundreds of e-mails. But excluding all those reasons, they might be too boring to open, even if noticed. Try to catch the gaze and attract prospects by using creative, catchy subject lines. You can also use emoji when appropriate.
Avoid being manipulative and agressive, as this can only worsen your chances for opening your e-mail. Don’t try to trick the reader, because he might feel like he’s being deceived. That’s the feeling you don’t want to cause in your prospect. Use CTA phrases in the title. Simple “Can we talk?” at the end of the subject can persuade the reader to open the e-mail and read the text.
Right personalization
Nobody is impressed with seeing his name in the subject line anymore. Right personalization is a key, but it’s far more than the recipient’s name put inside the text. Of course you can’t write personalized letters to everybody, but also sending out one copy of the same information won’t bring you any profit.
Instead, try to personalize only some parts of the content via Marketing Automation systems. The program will decide to whom it will send a message. You can personalize on the base of interests, age group, or localization – whichever is the most relevant to the message you’re trying to convey.
Remember that the connection between the reader and you must be based on something you two have in common. Try to find that through thorough research and use it with the help of well-set marketing automation processes.
Shorter is better
Remember that nobody has time for reading long e-mails. Try to be as direct as possible, without pouring many words into the message. Carefully think about what you want to achieve by sending an e-mail. Do you want to inform your reader about new content on your website? Great! Be sure that your e-mail is exactly about that. Don’t try to put your company’s history there, because no-one wants to read about that over mail. Remember that efficient communication rarely needs to be inflated. Stick to the relevant facts and most needed information.
The art of writing good cold mails is hard to master. But with the help of Marketing Automation systems and just a pinch of good will we can make cold mailing very successful. They key is to pay attention to the real needs of prospects and to respond to them accurately.
