Writing High Converting B2B Cold Emails

Anatomy of a High Converting B2B Cold Email

As a marketer, writing a high converting B2B cold email is getting tougher and tougher.
 
There has been a sharp decline in email open rates, leading industry professionals to believe that email marketing has become ineffective. However, this marketing strategy can still be useful if you use the right elements. Here are a few tips on how to create and deploy an effective, high converting cold email.
 

The Receiver – Target the Right Decision Makers

 
Before you begin developing your email strategy, it’s best to have an idea of the kinds of people you are targeting. Develop a customer list based on information you can research from industry organizations and business networking groups. From this list, identify the critical qualifications that make up the ideal person who would be most receptive to the product or service you are marketing.
 
Ideal candidates for emails are those who have the authority to make purchase decisions for the company. Information such as the type of industry, company size, location, customer profile, and even business model can be used to determine fit. All this information can be easily accessed from social media sites such as LinkedIn, or through their company website. You may also check out sites like Crunchbase, Glassdoor, or Manta for additional data.
 

The Subject Line – Craft an Attention Grabbing Subject Line

 
It can’t be stressed enough how much the subject line factors into an email open rate. The subject line is the key driver for people deciding whether to open and read an email or not: crafting a compelling subject line is vital. Remember to keep it short but relevant. Your sales proposition should only be around 5-7 words long and should not contain any cheesy catch phrases. Go for an honest, clear, and direct-to-the-point approach and clearly state the purpose of the email. Using vague language and click-bait links are highly discouraged.
 

The Pitch – Write a Pitch That Resonates

 
Once you’ve piqued their interest, you have a golden opportunity to pitch the product directly to your reader: make sure you avoid long-winded introductions and boring opening lines. Explain clearly the purpose of the email and mention how you came upon their information, whether it be from a company website or from a relevant blog. Connect with them by articulating a problem or pain point that your prospect identifies with and describe how you can help them resolve this challenge.
 
Begin your pitch to them about how your company can get them closer to achieving their objectives. Identify the ideal situation where the problem no longer exists and how you can help them get there.
 
You can also describe a new reality based on trends where new issues they may not have considered can have a negative impact on their business. How can you help them mitigate risks?
 
Using quantitative data can add weight to your argument and improve your chances of closing the deal.
 

CTA – Include a Compelling Call-To-Action

 
You have thoroughly explained your case and now you need them to take action. This is where your CTA, or call-to-action, comes in.
 
Don’t be afraid to be specific. You can encourage them to reply to your email, give you a call or visit your website. Give it a sense of urgency by creating time-sensitive promotions or campaigns in order to receive an immediate response. The CTA should be worded carefully so it does not come off as too strong or demanding. Lead them to act on the opportunity you have presented to them in a persuasive yet gentle tone.
 

Email Signature – Optimize Your Email Signoff

 
End you email with a signature that shows your company’s contact details and social media accounts. Be sure to add the official logos of the social media platforms to make it more professional: simply adding links will make it look too messy.
 
Your email signature can be another way to promote your social channels and gives you the opportunity to gain more fans and followers. It also helps you ensure that your relationship can extend beyond email and you can keep them updated on company news or newly launched products and services that may be of interest to them.
 
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