Cold email marketing is used to contact potential clients who do not yet know you.
The goal of cold emailing, like cold phoning, is not to inform your entire target audience about your products or services (if it was, it would be called spam). A smart cold email, on the other hand, should propose credible solutions to consumers who are likely to benefit.
Sales technology can help you and the team scale aspects of your cold email marketing campaign. Your salespeople will be able to learn more about hot leads and create stronger relationships as a result.
We’ll go over the finer points of a good cold email in the section below. We’ll also go over cold email lead-generating tactics, such as how to increase conversions for your cold email campaign.
Cold email marketing statistics
According to quickmail.io, the cold email open rates indicate that can be an effective email marketing strategy. Here are some statistics they published:
Cold email marketing creation: ideal tips
Research your prospects’ pain points to create the greatest cold email for your target demographic. Respond to their demands swiftly and effectively while emphasizing the importance of your email message.
For example, if your prospect is satisfied with their current procedures, your email will have little influence. If you attract their attention to an unmet need, you have the opportunity to educate them on the remedies.
Make an effort to be as brief as possible. Your email content should preferably not exceed 50 words. According to research, sales communications should avoid using bullet points.
Finally, provide a pertinent call to action (CTA). Your potential client may be unwilling to meet with you, but they might be interested in knowing more about your offerings through a demo or case study.
Strong Tips for Cold Email Marketing
Email, particularly cold email marketing, may seem antiquated in the age of social media. According to many marketers, email is nearly 40 times more effective than social media in terms of customer acquisition.
In summary, email is not extinct. Check out these 10 lead conversion tips to help you launch an effective cold email outreach campaign.
1. Optimize your mailing list
After you’ve set up your email account and verified that all of the details are correct, it’s time to start working on your contact database. Sending emails to all of your contacts will almost certainly result in disaster.
Before sending emails, make sure you do this:
Examine your mailing list. It is critical that you stop sending cold messages to email addresses that do not live or cannot receive them, as you will receive hard bounces, which will harm your sender’s reputation.
This is one of the most serious risks to consider when developing email marketing strategies, as it can cause your cold mail campaign’s success rate to plummet.
To avoid situations like this, I recommend using an email verification tool, which is the simplest and fastest way to clean your database and ensure that your mass mailings produce the best results. For your first contact with this type of tool, go to Bounce buster and create a free account. You will notice that your life will become much easier from now on.
Improve your mailing list. This is a step that is often overlooked, but maintaining a clean and well-organized mailing list is also an important part of any email marketing campaign. Keep the list as clear as possible, with column headings clearly labeled and data organized in the appropriate columns.
This will make it easier for you to categorize your email lists, segment them based on interests, and so on. This allows you to create extra personalized cold email campaigns that will outperform generic mailings.
2. Complete the email from the subject line to the closing.
Your subject line can influence whether or not a prospect opens your first email and subsequent emails.
Cold email subject lines will differ depending on your message and the recipient. However, we discovered that using just one word in your subject line increases your response rate by 87%.
Your email body should be simple, warm, and empathetic in general. “Best” checks all of our boxes for increased response rates in the closing line. More formal sign-offs like “Sincerely” and “Regards” are no longer effective, whereas “Cheers” is adequate but not ideal.
Finally, remember that one size does not fit all. Choose technology that tracks which subjects increase open rates and which email messages generate responses.
3. Ensure a Smooth Transition from Marketing to Sales
The sales hand-off must be seamless for cold email marketing to be effective. The account executive should have access to all emailed correspondence between a sales development representative (SDR) and a lead (AE).
All activity logged to the contact survives the hand-off with the help of a sales engagement platform.
Then, AEs can quickly refer back to previous correspondence to learn everything they need to know about a prospect’s pain points. Additional notes, such as existing concerns or the time between responses, will be saved as well.
Furthermore, if the cold email marketing led to a sales call, a sales engagement platform with call recording software will automatically log the activity and transcribe the call for future reference at any point in the sales cycle. In addition to an SDR’s notes, recordings provide the AE with personal insights on prospects.
Your team can lay the groundwork for future accounts by logging and centralizing key information.
4. Customize the Message
Personalization is an important component of a good cold email marketing strategy. Create a conversation starter based on their pain points, the company’s goals, or mutual interests.
Although each email recipient is unique, personalization can mean the difference between gaining a new customer and being routed to the spam folder.
You can scale your email campaign with cold email templates to ensure personalization isn’t a monumental task for your sales team.
Sales reps or affiliate marketers can use platforms like Mailchimp to create and implement personal or team-wide templates with customizable variables. This not only saves time but also ensures that your most effective messages are simple to replicate for your new leads.
5. Understand When to Press the Send Button
You can use technology to determine when your target audience is most likely to check their email.
The best time depends on your prospect’s habits, location, and industry. According to many marketers, any day except Friday afternoon and Saturday can be productive!
Mailchimp discovered that no particular weekday stands out. When it comes to the best time of day, Mailchimp’s research indicates that 10 a.m. (in the recipient’s local time zone) is the best.
Experimentation, as always, is essential. To ensure salespeople hit their best windows, our all-in-one sales engagement platform employs timezone detection and email automation.
6. Take advantage of the Data
Real-time analytics is one of the most significant benefits of a sales engagement platform. Sales teams can use analytics to gain relevant, reliable data to help optimize their cold email tactics and email sequences.
Step analytics, for example, will identify the best (and worst) performing steps in your multi-channel messaging. You’ll understand how many opportunities are created per step, as well as when and where people are departing from the cadence.
Is there a step in your process that discourages prospects from contacting you? Which cadence converts the most leads in the fewest email touches? Which one isn’t?
Your team can use analytics to answer these and other questions.
You can also improve your cold email messaging by using A/B testing and other cadence analytics. To narrow down your most effective message, you might evaluate subject lines, formatting, content changes, and other factors.
7. Let Potential Customers to Know You
According to research, the majority of sales reps stop contacting prospects after three to four touches but emailing the same contact at least six times results in two times more responses.
Keep in mind that prospects are still getting to know you, so don’t spend too much time on personalization. During the first four steps of your multi-channel messaging, keep contact simple so they can recognize you as a sender.
Then, between touches 5 and 6, you can use sales technology to quickly add personalization and other time-consuming tasks, such as phone calls.
You should also select a sales engagement platform that allows you to respond in a thread. This not only saves you time daily, but it also allows you to return messages to the top of your workload and stay engaged with your prospect list.
The same platform should include reporting software that allows you to track touches and performance metrics.
8. Apply What You’ve Learned
Even if the initial email fails, you and your team can still benefit from the recipient’s response.
For example, if your seller is routed to a different team member, he or she will have a new contact within the account as well as the opportunity to learn from the point of contact. This new point of contact may have more questions than the previous contact, but they may also be more eager to schedule a call.
Alternatively, you may discover that a prospect is already working with a competitor. Rather than giving up the lead, this could be an excellent segue into discussing what your solutions accomplish that your competitors do not.
As previously stated, each recipient is unique. In the future, use the information you’ve gathered to create more personalized communications.
9. Send the Final Message
Thank them for their time and acknowledge their refusal of your product or service in your final follow-up email.
Next, inform the prospect of your efforts to contact them and inquire about their preferred method of communication (email, text, phone, and so on).
Even if they aren’t interested, you now know how this company or POC prefers to be approached. This could be used for future opportunities, such as later contacting other decision-makers.
10. Measure, analyze, and decide for optimization
Even if we have carefully planned and optimized our cold email marketing campaign, we may not always achieve the desired results. Perhaps the bounce rate was too high, or the responses were not what was expected.
This is a possibility that should not be overlooked. However, you should not be discouraged by this, but rather learn from it and make decisions that will improve your future results.
Cold mail marketing tools provide a variety of metrics to help you evaluate the effectiveness of your cold email marketing campaigns. Make decisions and be critical, but always in a constructive manner. Experience, more than anything else, will help you optimize your bulk email marketing campaigns. Don’t be afraid to run A/B tests to see which versions of your emails perform the best.
Also, as a preliminary step to the final mass sending of cold emails, do not rule out testing with a subset of your audience. Both tools will assist you in anticipating the impact and response that your mass mailings will generate, so you should include them in your email marketing strategy.
Finally, for your cold campaigns, I recommend that you pay attention to all phases of a cold email marketing campaign: technical aspects, database, planning, personalization, writing, testing, and sending. They are all important and must be addressed. In any case, you’ve gained valuable information!