As a business, you might be convinced that sending cold emails as a form of marketing is impractical. But just like the traditional door-to-door sales process, you may initially receive many declensions. Statistically, only 14 to 23% of cold emails are ever checked as there are always an unprecedented amount of emails flowing in daily.
You may choose to improve your marketing process by yourself or hire an email marketing management service to do it for you. Regardless, the emails must be personalized, informative, valuable and concise. Let us look at ways marketers can enhance their approach to sending cold emails.
Call-to-action (CTA):
Businesses must end their emails with a CTA, which motivates the client to visit your website and potentially make a purchase. Techniques such as offering to schedule a call or giving those discounts and freebies are a great way to incentivize your prospective client.
Personalization:
Using a design template is a brilliant way to attract new customers! However, it becomes very generic if the same email is sent to people in all demographics. Therefore, businesses must personalize their emails according to different age groups, among other parameters. You can find out customers’ preferences by giving them a discount code if they fill up a short survey.
Make the email educational:
People enjoy reading educational emails as they learn something new from them. But, unfortunately, businesses often forget that it does not matter how good their product is. If a customer does not need it, why would they buy it?
You need to convince them through educational material that your product has value in their lives. They need to know that they need it. Educate them about why they need it and what problems they can expect your product to solve for them. If they are using something similar, you have to convince them why upgrading to your product is a better idea.
Do not push sales:
Every business’s instincts make them want to push sales on potential customers and make quick sales to reach targets. That is the entire point of marketing, especially cold emails. However, not only does this method not work, it will backfire. Forced conversations make people want to call it quits, whether it is a sales pitch or a bad relationship.
Instead, get in the flow and take it slow. Establishing trust with your prospective customers is essential, and that takes time. First, initiate conversations by email and eventually the phone. Once they feel amazed by your product, take a step forward and ask to meet them on their schedule. This approach is a great way to take things forward and eventually close a deal.
Do adequate research:
Before you reach out and connect with a prospect, you must do your research on them. If you invest time in learning about these prospects and their needs, you may fail to make a deal with them. On the other hand, it might seem like a desperate move to get their money and business. People are quick to delete these types of emails. By sending an informative email with research on how you can help your prospect, you can increase your chances of converting them into valuable customers.
Keep the email concise:
The first email to a new prospective customer should always be concise. Many people do not have the luxury to read long emails as they usually check their emails on the go. This factor implies they are usually done in a few seconds to a few minutes. Therefore, keep the first email catchy and concise, preferably less than a hundred words in the template. In short, paragraphs explain who you are, what your product is about and how it helps the email recipient. This strategy might convince them to keep your email around longer.
Focus on the client’s needs:
The subject line should be catchy and inviting as it should be valuable for the prospect to entice them to open the emails. Failure to do so might lead to instant rejection. While it is important to introduce yourself and your product, it is not the main objective. Regardless of how impressive the brand is, if the recipient did not reach out directly, they do not care. The email should be all about them, their needs and how your product helps them. Each line of the email should add some value. Delete it unless it speaks to the prospect in a useful manner.
