Cold emails are the new cold calling. If you email before you call up a stranger, you get a much better response rate. The new skillset, rather than finding ways to get past the gatekeeper, is to write an email that gets a) read and b) responded to.
Make it short.
If your prospect cannot read the email easily from his phone, rewrite it. So many of us work from our phones now that reading long, work related emails is awful. If your email cannot fit on the average smartphone screen, it’s way too long. Less is more.
Use a simple format.
Just write an email. Don’t put in the fancy backgrounds or format your email to look like a pdf. It doesn’t always load correctly, which makes you look unprofessional through no fault of your own. Email backgrounds distract from your content. Plus, your reader may have different artistic preferences than you. Maybe you like beige, other people might cringe at the sight of it.
Have one goal per email.
For the first email, I recommend finding out who the correct person is to talk to about whatever you’re selling. Getting internal recommendations can smooth the way to the sale because you’ve already been vetted once before being passed on. If you already know for sure who your person is, focus on setting up a call. Avoid asking more than one question or for more than once commitment in a single email.
Don’t write your email like an ad.
You’ve heard the saying, “people like buying but they don’t like being sold to.” If you start with a bunch of questions to capture interest or some cheesy infomercial phrasing to get attention, your email will more than likely get immediately deleted.
Briefly state why you are reaching out to that person/company.
People want to feel special and they like to work with experts. If you are honest and upfront with your prospect, you start the creation of an authentic connection or you will immediately know if they do not fit into your Ideal Customer Profile.
If your email responses are not up to par (if you’re at 10%, you’re doing really well), check your template against these criteria. Write a couple drafts, then A/B test them! In a world that is always changing, what might work for one campaign may be less effective for the next. Testing is the best way to ensure you’re getting the best response rate for your efforts.