- Posted by Janina Bernardo
- On June 15, 2017
- 0 Comments
No doubt lead generation through cold emails can be quite challenging. Email open rates have sharply declined over the years prompting some sales professionals to believe that cold emails have become ineffective and counterproductive. Our experience has proven that cold emails can be worthwhile if planned properly and executed with a solid strategy. Here’s a guide to help enhance your email prospecting and improve cold email response rates.
Determine What Your Ideal Client Looks Like
Industry organizations and business networking groups are always a good place to start when building your target list. But before initiating any cold email campaign, it is crucial to identify key qualifications of your ideal customer. Information like the type of industry, company size, location, customer profile and even business model can be used to determine fit. You can dig for this data through their company website, Linkedin page or Twitter account. Online resources such as Crunchbase, Glassdoor or Manta can also provide useful facts.
Identify the Correct Contact Person and Learn More About Their Needs
LinkedIn is a great resource when researching key decision makers within an organization. Find common contacts that you can mention in your initial email to build trust and create an immediate connection.
Learn more about the company’s pain points by sifting through case studies. Content shared by individual team members provide a better understanding of their current interests and concerns. Make use of industry trend reports that can add credibility and context to your pitch.
Create Attention-Grabbing Subject Lines
This might seem obvious, but many salespeople continue to write poor subject lines. Boil down your sales proposition into 5 to 7 words and avoid cheesy sales jargon. Aim for a clear, honest and to-the-point subject line that clearly states the purpose of your email. Don’t be vague or use click-bait to get attention.
Engage Your Reader With a Compelling Opening Paragraph
Avoid long winded company introductions. Mention why you are reaching out to your reader. Maybe you came across the company website or read a relevant blog. Articulate a problem that resonates with your prospect. Describe the ideal state when this challenge has been resolved. Explain how your company can help them get there. Spark the prospect’s interest in learning more about your solution. Keep it short, simple, and conversational.
State a Clear Call-to-Action
Always conclude your email with a clear call-to-action (CTA). You have made your case about why the prospect needs your product or service. What do you want them to do next? Encourage them to reply to your email or invite them to give you a call. You can even be more specific by suggesting a day and time for the chat. Consider including a time-sensitive offer or promotion to receive an immediate response.
Word your CTA carefully because you also don’t want to come on too strong or too demanding. Pressuring your lead may make them feel like they are being forced into a decision. This can be a turn-off and you would have lost a good opportunity.
Don’t Forget to Follow-Up
If you didn’t get a response, send a follow-up email a week after. It is recommended to create email templates and decide on the sequence and timing. Write different pitches that highlight different value propositions each time to avoid looking like spam. HubSpot has free tools to help you manage your email marketing campaigns. Make sure you have a defined lead nurturing process in place to keep your sales funnel full.
If you are in need of assistance from a sales and marketing perspective feel free to contact us. Alternatively, if you are simply looking for a source of excellent sales and marketing information, please sign up for our newsletter.