Cold emailing is a persistent way of B2B communication that will never disappear. On the other hand, you need to be a real professional to get attention, as there are many worthy competitors. According to numerous studies, B2B marketers confirm that email marketing is a tactic that is critical to the success of their companies. This approach wins even over social media because it delivers personalized messages, which can increase customer engagement. However, poorly constructed cold emails will bring nothing but a lost opportunity to work with you. SalesNash has an article for you to master the art and science of effective email marketing.
The Anatomy of Cold Emailing
In short, cold emails are initial emails that are sent to recipients without prior contact in order to start business conversations. It is much less intrusive than very similar cold calling. Many people refer to interruption via social spamming as harassment, which is why you should know that cold emailing is not another type of spam. Emailing does not interrupt your business life that much.
There are two variants of the B2B approach: bulk product emails and targeted ones. The aim of the latter is to get into a business conversation with a specific prospect, rather than to promote a service to everyone at the same time. Despite the type you use, it is necessary to have an up-to-date marketing strategy.
Cold Emails in 2022
Inexperienced companies often make a common mistake and cast too wide a net whilst defining the billions of cold emails that are sent and received each day in 2022. Moreover, the figure is expected only to increase by 2023. Millennials and B2B business decision-makers are still obsessed with emails. You definitely need to be creative to stand out from other companies and turn prospects into your loyal customers. The first thing is to be able to adapt. So, keep up with collecting relevant data about your prospects, targeting your audience, and personalizing outreach to get great sales outreach. Outbound strategies in 2020 are believed to be heavily focused on human-to-human interactions.
Selling Email Copy Rules
Killer Subject Line
Start your email with a catchy subject line. People are more likely to open your emails if they feel they will benefit. A dull and boring title will make your chances of a response plummet down to nil. The topic of crafting “clickable” subject lines while avoiding coming across as spammy is a complete, and complex subject that warrants its own post. The first piece of advice is to lean towards shorter subject lines with 60 characters or less. Shorter emails also prevent your subject line from becoming truncated on mobile devices. You also should tickle interest and tease curiosity. For example, an email with content like “Meeting at 10?” will be more clickable than baring all with: “Are you willing to meet up at 10 for a demo?”. Your cold emailing should get attention and intrigue as many prospects as possible.
Personalization is the most important tendency in modern email marketing. The technique aims to make cold emails feel individual and special. You can use publicly available data of prospects and deliver personalized experiences. Customers are more likely to make a purchase from a brand that stands out among other ones. Personalization tools are buyer persona, interactive content, and segmentation. If you study buyer personas, you understand your prospects better to build stronger communication. By delivering interactive content to smaller groups, you can send highly targeted sales emails and personalize based on a category that formed your group. So, personalization is not only about the names of prospects.
We are human and our brains are wired to react in predictable ways to certain types of input. That’s why using psychology can help you create more successful, high-converting email marketing copy. One of the aspects that make prospects click on your email is fear of missing out. People never want to lose anything, don`t they? It explains the success of time-limited discounts. It is high time to use one color choice, scarcity, and urgency in your cold email. For example, pictures of faces can evoke the emotions shown on those faces or direct toward a CTA (call to action).
It will be easier to target your audience if you exactly know it and its preferences. Email marketing copy should meet the needs of your prospects. Use what you know from the web and social analytics and interactions with customers to build your buyer personas or customer avatars. It is really great to be able to make your product or service appealing to each possible client. However, if you try to make up an email copy for everybody, you end up writing copy that appeals to nobody. Try to focus on a single view of your reader and think about what would appeal to them whilst creating a new email campaign.
It is better to keep your message short and sweet. You need to stay understandable to a large number of people. Don`t try to show off your lexis and lay on thick with vocabulary. Prospects read the content of your emails and want it to be easy to digest. If the sentences are so wordy that they need to read them a couple of times for the information to sink in. Copywriters claim that the best variant of copy that sells is about saying less with more. Good content marketing is about getting to the point and not going overboard with the verbiage.
With no proper planning and preparation, your cold email outreach is bound to fail. Fortunately, our guide makes it a breeze to take a proactive approach to your cold emails. Make sure your cold email copy is as good as possible and you’ll be favored with jacked up open, click-through, and response rates. Even better – you’ll be able to build long-term reliable business relationships.
So, set clear goals, plan, and prepare for your cold email outreach because planning is half of the hard work done. Then identify your potential customers, do extensive research to get to know them better, and gather their contact and other relevant details. The next step is composing a compelling personalized cold email copy that is upfront, succinct, brings real value, and includes enticing preview text, subject, and opening lines, a persuasive body as well a precise call-to-action. Don`t forget about your professional signature and always double-check your cold email before you send it. It would be great to do split or A/B testing and track results to find out what works best for you.
Now that you know all this, you can tell that cold email outreach isn’t rocket science, right? Still, if you have any questions or would rather we do lead research and generation for you, feel free to schedule a call and we’ll be happy to help you.