The Art of Cold Emailing
No B2B enterprise can survive without fantastic cold emails. Cold emailing might be the cheapest way to reach prospective customers but most emails go straight to spam; more importantly, a poorly written email might end up alienating a potential client forever.
For the benefit of my clients, I have decided to toss some insights in the world of B2B cold emailing!
Start off with a catchy introduction
The first line and the subject of your email should only explain why the user should read further. Start with something that is of utmost interest to the potential customer. If you are hitting on event management companies which purchase cakes in large quantities, start with something like “Our cakes are beautiful & famously delicious; Amazing prices!”
What is your unique selling proposition?
Mention why the consumer should choose you when there are ten other cake companies bombarding his inbox weekly. Explain in one sentence. Do not write a paragraph. This is not an essay test. For example, a cake company can say “Even the people at the White House love our cakes; choose from carrot to chocolate liqueur – we have your flavor.”
Don’t run out of patience!
How will you react to someone who visits your house uninvited 3 days a week? Usually, if you are running an email to potential customers, one email a month is more than enough. More than this and your muses will end up in spam. For existing customers, need varies from business to business but one or two weekly emails usually do the job.
Don’t forget to include a call to action in the end!
Your call to action can be at the bottom, middle or at the top of the email. It needs to be crystal clear and direct. Put it in bold or highlighted text. Never forget that the call to action should be a way for your clients to reach you through a single click. For example, a cake company needs to have a toll free number at the right hand side of the email or a one click order form in the middle.
Don’t come across as shady!
Prospective clients will make snap judgments about your brand. Make sure that there is a link to your web page and address is mentioned in-case you run a retail business. The trickiest job is to sell products online. Put a pay pal or a VISA logo on the top of the email so that the customer knows that you are not running a shady enterprise!
Remember, no matter how good you are, there can be up to 99% failure rate – i.e no response. There is no need to brood if people do not get back to you – just be politely persistent!
