When someone sends you an email out of the blue, what do you call it?
Sending a cold email might help you build and retain professional connections.
To better grasp what they are, let's consider the evolution of offline commercial interactions. In most cases, a discussion is the first step.
Imagine this: a salesman attends a trade show or industry conference in hopes of making new business connections. Their goal while at the event is to strike up conversations with interesting people. However, they aren't trying to sell you anything or boost business pride. The two parties hope that this will be the first step towards establishing a conversation. They aim at understanding more about their prospect’s company and creating a connection with them. But before going in to more depth please read our post “is cold email legal”.
How to compose a chilly email?
Edit the “from” line
Changing the email's "from" address is presented as a distinct process, which may come as a surprise to some. We normally set it up with a fresh email address, and after this, we don’t pay any attention to it.
Still, the “from” line is as much a part of a cold email as the text, and that’s because it performs a crucial function. It reveals the sender's identity to the receivers of the communication.
Tempting teaser
The subject line of an ice-cold email is, figuratively speaking, the doorknob. When potential customers see our topic line, they instantly create an opinion of us. That's why it's so important that everything turns out well.
A badly crafted subject line may make the recipient prejudiced against us and our email. People may choose to ignore the email or, even worse, may flag it as SPAM, which might prevent future emails from being sent. If you want to prevent your email from going to spam, you can simply use service like growbots.
Creative opening for a cold email
You've already accomplished half your goal if the recipient opens your message after being intrigued by the "from" and "subject" lines. You've got three seconds to grab their interest and convince them to keep reading through the first two sentences. So, it's important to have a captivating preface.
The first sentence in a cold email is always the hardest. Typically, we focus on ourselves and our workplace. It might be that we are at a loss for words or that we are so anxious to make a sale that we are trying to do it right away in our very first email.
Relevance to the pitch
The next section is where you make your pitch to the person you are communicating with.
What, therefore, constitutes an effective "cold email pitch"?
We realise that it would be helpful to have a stock phrase ready to use whenever we discuss the goods or services we provide. Including the advantages will help a customer see the value of what we're selling. But that isn't how we should handle a cold email.
Prioritize outcomes above features.
Don't trust a laundry list of features. Keep from focusing on the monetary value you give in your content. Focus instead on what you can do for your potential customer. Keep in mind that generalisations dilute your message, so be as clear as possible about the advantages you're offering.
Putting oneself in the customer's shoes might be difficult at first, but it's the only way to really understand their perspective and experience.
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