Everyone’s scared of being labeled a “spammer.” The generally low success rates get people asking the question “why even bother with cold emails?”
A cold email is an email that’s sent without primary permission from or in contact with the recipient. In many regards, a cold email is the same as a cold phone call – it’s just much less invasive. This means it’s almost unanimously selected by both the sender and sendee.
The truth, however, is that cold emails remain a valid and effective strategy to connect with influencers in your industry. Yes, they demand time and effort to write well, but with the right formula and software like Clearalist, this outreach channel can get you great success.
In this post, we’ll break down five keys to successful cold email marketing, why they’re useful, and how you can start includingthem into your outreach campaigns.
1. Build a connection
To begin with, no “cold email” you send should be an ice-cold email. You should always be able to create some connection with your target reader despite never having contacted him or her before. The connection that you’ll probably find easiest to specify is a common industry.
For instance, if you’re sending a cold email to an influencer to get them to share a white paper you just published, you can draw on the fact that you’re both heavily interested in your company’s industry. Sometimes, though, you’ll find deeper, more personal connections. If you and the influencer have both contributed to the same blog in the past, mention that. Or maybe you know someone in common, drop that mutual friend’s name, and the reader will already start considering you an understanding rather than a stranger.
Once you developed a connection, your email stands head and shoulders above the rest of the flood of generic, disconnected emails your recipient already gets.
2. Establish the value
The very first thing your recipient should hear from you is a profit for them.
After all, you’re trying to pique their interest and get them to keep reading and send you a reply, rather than hit backspace and delete your email. If you want a favorable result, you need to give the recipient a solid justification to keep reading.
The best way to do that is to show them some value that they just can’t pass up. That value could take the form of a demo of your product, free access to your service, or even just a general assurance to lend assistance at a later date.
In the example above, the emailer shows to point out all the broken links on one of his recipient’s web pages. Basically, he’s offering to tangibly help improve the recipient’s website—who can turn that kind of value down?
The basic idea is that you have to offer some kind of value. Otherwise, there’s nothing to set your exact proposal apart from any of the other emailers who want to leech off of what your recipient has built up.
3. Specify credibility
Another important aspect of a useful cold email that gets responses is credibility, i.e. proving that you’re someone worth talking to.
If you take a look at the typical spammy kind of cold email, you’ll notice that the sender rarely takes any time to establish who they are and why they’re worth your time. Rather, they simply end with a common salutation, the sender’s name, and the company name.
In this sample, the sender of the email fails to mention anything about himself, why he’s an expert in the industry, or why the recipient would want to unite with him on this project.
He doesn’t show that he has any special insight or data to bring to the table. In short, he’s unmemorable and without any credibility.
You want to avoid that perception at all costs. Show your authority and expertise in the industry.
You can do this in a few different ways, such as:
- Mentioning industry-leading publications you’ve been featured in
- Citing any relevant data or research your company has been involved in
- Displaying the kind of exposure you have and the audience you have access to
Any of the above are compelling ways to demonstrate to your recipient that you’re a credible, authoritative leader in your industry (provided that you do have publications, research, or a significant audience to fall back on).
If your company is still in its infancy, then specifying credibility can be a little more difficult, namely because you probably don’t have any yet. That’s when you need to write your email in such a way that communicates the value of you personally. Your passion for the industry and drive to become a prominent figure in it needs to come across in the email loud and clear.
4. A little flattery goes a long way
You may have heard that trying to flatter someone you’re trying to reach out to is a bad idea. After all, if they believe you’re insincerely praising them to get something out of them, there’s no way they’d give you a second thought. The key though is this eternal proverb: “Everything in moderation.”
Just a little bit of flattery goes a long way. If you do it just right, you’ll nail your first image and create a positive perception of yourself in the recipient’s mind. However, overdo it, and that email will be in the trash in a second.
Here are a few examples of what not to do:
- Example 1: “I came across your blog about dogs, and it’s the most Exceptional pet care blog I’ve ever read in my life!”
- Example 2: “I’ve heard a lot about you, and would be honored to receive a reply from someone as outstanding as yourself.”
- Example 3: “Your company has impressed me in many ways.”
Do you see what’s wrong here? Sample 1 is just far too wishy-washy and over-enthusiastic. Plus, stay away from all caps and anything in cold emails.
Example 2 sounds like something a subservient servant would say; you’re putting the recipient on a pedestal and are setting yourself so far below that you’re doing yourself a disadvantage. Why should the recipient respond to someone so far beneath him/her?
Example 3 is again very generic and fails to mention anything precise. It looks like it could have been copied and pasted from another email, and that’s never helpful.
5. Call-to-action
Last but definitely not least, we have the call-to-action (CTA). This is the part where you delve into what you want the influencer to do for you. This is the main objective of your email. Sure, you want to network and establish a connection with industry leaders, but what you truly want is for them to benefit you and your company in some way.
The call-to-action is likely the most awkward part of the email to develop. You don’t want to sound too pushy, but at the same time, you also want to put forth your request in a confident manner.
The key is for you to make the process as simple and easy for the recipient as possible. For example, if you want an influencer to share a link to your latest blog post on his/her social media, have shared links ready to go in the email.
If you want the recipient to check out your new product and give you feedback, streamline the demo and ensure you’re available whenever he/she is.
The cold email with enthusiasm
The next time you’re writing and sending out cold emails, address them with confidence and enthusiasm. Create the mindset that what you’re doing will be successful, and it will be.
You can follow all of these strategies we’ve just covered and still fail to receive a reply if you don’t email with confidence. People can sense self-assurance even from emails, and it’s one of the most engaging and positive qualities there is.
Start combining enthusiasm with these five-pointers on how to cold email, and your response rate will start to skyrocket.
