With cold-door email, the same thing can happen to you and your brand can even be damaged if you don’t do it correctly.
For this reason, I want to give you a series of actions that you should avoid when writing cold-door emails and also offer you some guidelines that I recommend that you carry out in order to create a good cold-door email marketing strategy.
Why send emails to cold doors
There are many reasons to start sending emails to unknown people, but there are also other reasons not to, as you will already know if you are reading this article. The key is to do it the right way and not in the way we usually receive those annoying messages from people we don’t know and who have little to do with what they offer us concerning our tastes or needs.
Therefore, if you have any questions, I want to give you a series of reasons to send emails to cold doors or to people who do not know us:
- Broaden your audience: You send the message you want to convey to a larger audience of those who already know you and know what you can offer.
- Low cost: With this type of strategy, you can start with a low economic level compared to other methods.
- Personalization: With this email marketing system, you can customize the emails according to the needs and preferences of each user in order to increase their effectiveness. Here is a series of email marketing copy templates with examples to consider.
- Measurable: Email marketing platforms provide you with data so that you can measure the campaigns’ impact, allowing you to improve the strategy you are carrying out.
- Automation: Allows you to save time and resources.
- Increase in sales: By correctly applying cold-door sales emails, you can improve the billing of your business.
Of course, you will lose all these advantages of cold sales through email if you do not consider the following points I will tell you below.
Mistakes to avoid when writing cold emails
Every day, we receive dozens or even hundreds of advertising messages from companies we don’t know. Our brain has developed a system that quickly detects whether a message is promotional or not. To avoid your email ending up in the trash or spam folder, avoid these common mistakes when emailing cold leads:
1. Not knowing who you are addressing
The primary mistake leading to most of these emails being ignored is not getting to know your target audience. If you aren’t interested in them, why should they bother reading your content? A good way to show that you are interested in them is by sending a personalized message.
You can do this by researching them on their websites, social media platforms, common contacts, etc. Understand their communication style and adapt your language to theirs.
For instance, if you’re a person who uses first names to address people, and you receive an email that begins with “Dear Mr. Alex” it might make you feel distant from the sender since that’s not how you usually address people. While you may think that starting with a formal greeting is polite, it’s better to adapt to the way the person you’re addressing speaks, and this will create a more positive impact on them.
2. Writing a generic subject line
The subject line is the first barrier you need to break to make your email stand out. Most users decide whether to open an email based on the subject line. If you use generic subject lines like “proposal for…” or “service offer for…” or “collaborate with me,” chances are your email will be ignored. Users have developed a system to spot these types of commercial messages, so you need to consider the following:
Create a subject line that piques curiosity. Let them know that the email is written for them. Create a sense of anticipation, but be faithful to what you’re offering.
3. Believing that you know everything about the person
You may think that mentioning a few pain points in the email will make the user feel identified with the message. However, remember that you don’t know the person well and must be careful with what type of pain point you address. You don’t know what degree of emotionality this problem causes, so you must be empathetic when writing that part of the message.
4. Not making it clear what you want
What is your purpose? What do you want to achieve from the person? After taking into account the previous points, end the email by leaving a clear and concise call to action so that the recipient is encouraged to respond to your request. But always avoid forcing them to do so.
5. Not establishing the relationship that unites you
I have mentioned before that it’s crucial to know who you’re addressing. However, here I go one step further, and I would be grateful if you could make it clear to the recipient why you chose them to receive your message. Why them and not someone else? What is special about them? You must give them a clear reason so that the chances of a response are higher.
How to write a cold email
1. Segment well who you want to address
It is better to select a small group of contacts where you see that they may have an interest in what you offer rather than creating a large list where many have no relationship with your product or service.
2. Create a topic that attracts attention
Avoid using “clickbait” or sensational issues. Your topic should grab the recipient’s attention and accurately reflect what you are offering. Words like “free” or “offer” are often overused when making an offer.
3. Hook the reader from the first paragraph
Show that you have taken the time to research the person you are addressing, and introduce yourself in a subtle way that explains who you are and how you can help. You can also create an emotional connection with the recipient by mentioning something you admire about them, such as their work or their social media posts.
4. Customize your language
Use expressions and a tone that are appropriate for the recipient’s lifestyle. This will help you connect with them and explain how you can help solve a problem you have identified. For example, suppose you are a specialist in web positioning. In that case, you can write about the errors on their website, record the screen and provide a small video to increase credibility without being aggressive or making them feel like their website is worthless.
5. Clarify how you can help
Focus on your purpose instead of making a direct sale. Remember that this person does not know you, and they may not be ready to purchase your product or service.
6. Include your contact details and a call to action
After completing the previous steps, invite the recipient to contact you if necessary, and include a well-written call to action that encourages them to take the desired action. Gmail signature tells everyone you send email to your identity, occupation, and contact details. Nearly all people in the business field send emails with signature. To set your emails apart from the vast sea of emails, you need to create a Gmail signature with your logo.
7. Use a postscript
I receive many emails with this technique, and I always pay attention to them. Postscripts can be used to summarize the email’s contents or highlight important information you want to emphasize. You can use a postscript to grab the recipient’s attention
8. Check the email
Once written, it is time to check for any errors, as any information that does not correspond to the recipient can lead to confusion or make them feel that you were not well informed, even if you were. Grammar and spelling should be checked thoroughly.
9. Analyze the email
If the recipient responds, it is important to adapt to their pace and style of communication. Don’t make the mistake of assuming they want your services and bombarding them with proposals. Take the time to analyze their interests and concerns, and let the conversation flow naturally. Insisting on a meeting or sale too soon can turn them off and prevent you from losing the potential client.
Don’t be impatient if you don’t hear back from them after responding to their initial message. Give them a few days to respond, as they may have other priorities. You can gently remind them once to respond but don’t pester them. Let them be the ones to take the next step.
Writing an effective cold sales email requires a lot. By segmenting your audience, creating a compelling subject line, personalizing your message, and providing value, you can increase the chances of your email being opened and read.
It is important to avoid coming across as too pushy or aggressive, and to adapt to the rhythm of the user when they respond to your email. Remember that building relationships takes time and patience, and not everyone will be interested in your product or service right away.
With these tips and strategies, you can improve your cold email outreach and ultimately increase your chances of success in the world of sales.