Cold email outreach can be an excellent way to build new relationships and gain exposure for your brand. From building backlinks, promoting blog posts or seeking marketing partnerships – effective cold outreach requires patience and strategy if you want the desired results from your cold outreach campaigns. In this article we share best practices for making them effective campaigns.
Cold emails should aim to attract the interest of prospective customers before developing mutually-beneficial relationships between you and them. That means focusing on what they can do for you instead of what they can do for you; an effective message will quickly show them you understand their challenges and empathize with their situation, thus increasing their likelihood to view you as more of a partner than salesperson.
If your goal is to generate leads, make sure to execute an intentional lead nurturing campaign to keep your brand front of mind for your prospects and ensure they take action based on what they know about it. Depending on your goals, this may involve sending quick reminders for scheduling calls or more personalized follow ups; either way it is essential that conversations continue down the road.
Once you have identified and collected contact details of suitable prospects, it’s time to craft a captivating email subject line that compels recipients to open and respond. Strive for balance between being direct and teasing in your subject lines, while adding urgency can encourage prospects to act immediately rather than hitting snooze!
Even though you might be an expert in your field, avoid using industry-specific language in your cold emails. Too much jargon will put off potential prospects and can make them feel alienated; use conversational language instead to make them feel at ease and make them more likely to reply back.
Personalizing a cold email means showing you took the time and care to do research on the prospect and their business. A small, thoughtful detail such as mentioning something recent covered in their publication or speaking at an event they attended can go a long way toward building trust and credibility with your prospect.
No matter your best efforts, not every prospect will respond to your first cold email. While this is understandable, it remains essential to follow up. In fact, a second follow up more than doubles the chance that the recipient responds and shows interest in their project; both factors will help increase conversion rates and ultimately help close deals more successfully.