Several advertising groups and business advisers rouse people…
Cold emailing is one of the scariest parts of prospecting. Unlike email marketing which involves turning a cold prospect warm through periodic engagement and interaction, cold emailing is the process of reaching out to a virtual stranger who you think is interested in your product and then trying to eventually turn them into a customer. Because of the way it works, there is a very fine line between cold-emailing a prospect and virtually spamming them.
While it is possible to stay compliant with the CAN-SPAM rules and still reach out to customers via cold emails, the tricky part here is in ensuring that your email does not hit the spam box of your recipient (or worse – be called a spammer by your prospective customer). So how can you make sure this does not happen? While no method is fool-proof, the following best practices should be able to convey your credibility and maximize response from your targeted recipients.
Keep Email Subject Lines Credible
Many digital marketers obsess over the open rate which does not measure the success rate of an email conversation in any way. Not just this, there are also times when out-of-office emails are tracked as opens which is altogether misleading. Thanks to such misleading or irrelevant metrics, users often end up crafting clickbaity or often spammy subject lines that do not help with conversion. Examples of such subject lines include “Quick Question”, the “Re:” prefix, etc.
A good alternative is to communicate the purpose of your email in a short and crisp manner. A subject line like “Cheaper widgets for your website” would fetch lower open rates than a spammy alternative but would still convert better.
Keep Content Short
An unsolicited email gets very little attention span from a recipient, even when it is about something they are very interested in. It is hence necessary to keep the content of the email extremely short. While pleasantries make for a good introduction, try to keep the entire conversation extremely short. The best cold emails are less than 100 words and do not elaborate on anything except summarizing the core value of what is being offered.
Call To Actions
A study conducted by WordStream found that emails that contain a call to action increased clicks by 371% and sales by 1617%. When an email spells out the objective of the prospecting clearly through the subject and content of the email, the only thing that keeps an interesting prospect from responding is an unclear call to action.
It is important to end the email with a question or statement about what you want the recipient to do – do you want to set up an in-person meeting? Do you want to know if they are interested in a demo? By mentioning what you want in short and clear words, you are in a position to increase response rates and consequently conversion.
Oftentimes, marketers fail to send personalized follow-up emails to their prospects. Studies have shown that merely following up with a prospect is likely to increase the response rate by as much as 80%. Similar to your initial outreach, follow-up emails too need to be short, to the point and include calls to action.
Cold emailing is difficult and there are a lot of times when senders may get snarky responses from recipients who do not appreciate the outreach. It is important to remember that this is part of the job and as long as you only reach out to a niche targeted group of recipients, following the steps above should help you increase your response rates and eventually conversion.