I organize my inbox like a five-star hotel. I know he sorts through messages multiple times a day and brutally decides which emails are worth a click. Which emails are immediately sent to the trash.
There's something satisfying about bulk-selecting a bunch of unread emails and tossing them into oblivion. And the majority of those unread messages are cold emails.
But as much as I get power trips from gleefully emptying my inbox, I have to admit that I've been on the other side of this gladiator-like behavior.
I've even sent cold emails that were never opened. And it didn't feel as good as sending a cold email from someone else into a black hole.
Cold email is an old-school marketing strategy with constantly changing guidelines. What worked five years ago probably won't give you the open rates you want today.
This article outlines what to look out for when cold emailing and how to write emails that are worth opening.
We also provide templates to get you on the right track.
Then answer the following questions: If millions of cold emails are relegated to the trash every day, why are they worth sending?
Is cold email worth it?
yes. The numbers prove it.
On average, email generates $36 in revenue for every $1 spent. And since the latest changes to iOS, marketers and brands alike are embracing email marketing warmly.
In 2021, Apple made major updates to its apps to protect the privacy of customer data, essentially making it much more difficult to serve social ads. With each iOS update (14, 14.5), there are more restrictions on accessing users through third-party data. This decision by Apple (and other tech giants) puts more emphasis on business-first data and reaching people the good old-fashioned way: email.
Therefore, sending cold emails is extremely valuable. But it's important to do it correctly. AJ Cassata, B2B sales consultant and founder of Revenue Boost, says:
“I don't think that's the case. [that] People don't like receiving emails.I think so [that] They don't like receiving bad emails. ”
Cassata helps entrepreneurs grow their businesses rapidly with a straightforward, systematic, and scalable approach to revenue growth. His company, Revenue Boost, helps clients build systems for lead generation rather than just driving. He is also an instructor for his B2B training course on Foundr.
Below are cold email basics, tips, and templates that have helped Cassata and his clients build a sales strategy they can trust.
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Cold email basics
What is cold email? Cold email is when you send a message to a potential client or customer even though they have never heard from you.
Basically, you start a conversation without knowing anything about the other person's background or relationship. The moment someone sees your subject line and sender name for the first time, it becomes something completely new. Just like walking into a room on a first date or job interview, a cold email can make or break a relationship as a first impression.
The average business owner receives over 100 emails a day. So how does your email stand out?
Here are Cassata principles for creating cold email copy.
Cold email principles
Next steps to sell: Make people curious enough to want to learn more from you. Don't cram your essay into your first email. Focus on getting replies and starting conversations. Instead of trying to sell your product or service straight away, make it easy to say “yes” to quick questions.
Copy focused on you: You are in business to help others and solve problems. Before sending your email, use the search function (“Command F” on Mac or “Control F” on PC) to search for “I,” “us,” and “me.” . If these words are sprinkled throughout your copy, you're probably not focusing on your audience enough. You are “me-centered.”
Relevance: Even if you have the best product or service on the market, if your email doesn't reach the people who need it, it's a waste of your time and theirs. Prioritize quality over quantity when it comes to your email list and become an expert in your target market.
Focusing on people and issues: If you love your business (and you probably do), it's easy to spout why your business is the best. Remember to use “you-focused” copy rather than “me-focused” copy. To get their attention, you need to focus on them as people and the problems they are facing. Before you can take action toward a solution, you need to know that someone has a problem.
Speak to their world: Understand how your recipients think, speak, and make decisions while writing emails. Most people make the mistake of writing jargon in their cold emails that their readers don't understand or aren't interested in. Write as if you were explaining your business to a friend or colleague.
What good is it for me?: Ultimately, every cold email should answer the viewer's question: “What's in it for me?” Most people are willing to give their time to strangers if they know what they will get out of it. Therefore, be clear about “what's in it for you.” It could be a “30-minute free coaching,” a website audit, or a design proposal. Anything you want to lead more of.
Common cold email mistakes
- formal or corporate atmosphere
- long body copy
- Too many technical terms
- Too many CTAs
- Sounds like a robot, AI, or template
- dramatic or offensive messages
- Not researching your audience
- Don't personalize messages
- talk too much about the product
- talk too much about your business
- Sell something your audience doesn't need
How to cold email
- Target a specific audience: Narrow down your ideal customer profile.
- Research on LinkedIn: Search for lead information using Sales Navigator.
- Be yourself: Draft the template as if you were writing an email to a colleague.
- Cut it short, please: Emails should be 3-5 sentences long.
- Start a relationship: Your first email should be about connection. It should not include a pitch.
- Find the sweet spot: Send four messages over two weeks. The fewer emails you lose, the more likely your recipients will be annoyed.
Keep learning: How to write a follow-up email that gets a reply every time
Good email subject lines and bad email subject lines
Email subject lines are the bane of every marketer and founder's existence. Unfortunately, we all have to accept that email subject lines are essential. Even if you've written the best cold email copy of your career, if your subject line turns your audience off, it'll be lost forever in the black hole of your Trash folder.
The email subject line is science. Not because there's a perfect formula that works every time, but because you always have to test and learn.
A few basic do's and don'ts should guide you as you experiment with subject lines that resonate with your audience.
Good email subject line…
- Can be up to 30 characters in length. Otherwise, the copy will be cut off.
- Tease your readers, but don't reveal everything.
- Prepare a preheader copy that adds context.
- The tone is natural, as if it were coming from a friend or colleague.
Inappropriate email subject line…
- It's long and full of technical terms.
- Does not match the content of the email.
- Promising offers that never materialize.
- I use too many emojis.
Pro tip: Open your email inbox and click the “Read” section. What subject line made you want to open your email? Next, think about your audience. What will make them stop ignoring you and encourage you to click?
Cold email templates to get started
Still feeling scared to send your first email? Don't worry. We will be happy to assist you. Download the Cold Outreach Guide for templates that Cassata uses every day. Customize it for your business and start sending.
