These days, low email open rates have become the norm. Everyone is busy and a cold email from an unfamiliar sender is considered as another distraction in their already jam-packed work day. That is why grabbing your prospect’s attention with something of value is so important. Don’t waste the opportunity with a dull opening spiel. Immediately engage the prospect with a compelling pitch. Optimize the impact of each word and sentence to achieve your marketing goals.
Here are a few strategies on how you can engage your prospect and write successful cold emails.
Address a Pain Point
To create the best cold email, establish immediate rapport by showing empathy. Let your prospect know that you understand their pain points and clearly describe how your product or service can solve these challenges. Of course, this is not possible without doing some initial research about the prospect beforehand. Make sure your message resonates with your target by visiting his social media accounts (specifically LinkedIn), reading company blogs, scanning reviews or picking up news articles about the firm. Describe an ideal situation where the problem no longer exists and how you can help him get there. Skip lengthy product features and instead focus on solutions.
Challenge the Status Quo
Most companies are risk averse and tend to stick with the status quo. Leaders that feel like they have a good handle of the situation would rather keep doing what they are doing. To combat this, introduce a new reality where new challenges and industry trends that they may not have considered have had a negative impact on their business. If you are able to present a different perspective and relate how your product or service can mitigate risks, you can motivate your prospect to take action.
Use Quantitative Metrics
Using supporting facts and quantitative data can add authority to your message and pique your prospect’s interest. Focus on statistics that demonstrate how your product or service can generate more leads, improve return on investment (ROI) or increase productivity based on your success stories of previous clients. Justify why investing on what you offer will be worth the extra cost. By mentioning relevant numbers, you lend credibility to your argument and increase your chances of closing the deal.
Further enhance your cold email with these tips
Speak your Prospect’s Language
The goal of your email is to be understood so that you can influence the reader. If you fill it with too much industry jargon or fluffy buzzwords, you may lose their attention and interest.
Establish a Common Connection
If you were referred by a common contact, mention this in your email. A mutual acquaintance is the best way to warm up a prospect.
Mention Clients in Similar Businesses
This establishes the fact that you are well-versed in a specific industry vertical. If you have big brand clients, this immediately establishes credibility and makes the prospects feel that you understand their business.
Avoid Being Vague
Avoid long winding emails that simply confuse your recipient. The best cold emails stick to salient bullet points and end with a clear call-to-action. Tell him or her exactly what you want. You can’t assume that the person will know what to do next.
Make Sure to Follow-up
Your prospects will purchase your product or service only when they are ready to buy. It takes patient lead nurturing to push them through the sales funnel. Most deals are made not on the first pitch but on the succeeding follow-up emails. Have a CRM system that helps you create a cold email template and allows you to track follow-up emails. This way, you are sure no leads fall between the cracks. Hubspot and Salesforce are good places to start.
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