Many business owners rely on email marketing to grow their business by gathering leads and customers. While there are many different types of email marketing campaigns, one strategy that isn’t used as often is cold emailing. This is mostly because people are under the impression that cold emails are spam.
However, this is far from the truth. Even though some cold emails can seem like spam, that’s only because they weren’t created the right way.
When you take the right steps in your campaign, you can create a cold email strategy that will help you achieve great results.
Create and segment your email list
Before you start sending out your emails, you have to know who will be receiving them. It’s not smart or efficient to contact random people. Instead, you need to create an email list of prospects and segment it. One of the best ways to choose prospects is based on the industry they’re in, or based on demographics.
You don’t need a lot of prospects for your initial campaign, as a list of 20 high-quality prospects is enough to start your cold email marketing campaign. However, if you write only one type of email, most of your prospects won’t react to it. If you want to create a good and personalized email copy, you need to segment your email list first.
Email segmentation is the process of dividing all of your prospects into different groups based on categories such as age, gender, geographical location, interests, and industry. Once you’ve done this, you will have a much better idea of who you’re writing to and what kind of content they would enjoy reading.
Personalize each email you send
One of the easiest ways to ensure your email is sent straight to the spam or trash folder is to not personalize it. Even though personalization can be as simple as including the recipient’s first and last name, it will make all the difference in your cold email marketing campaign.
Emails with personalized subject lines generate 50% higher open rates, which will ultimately result in more replies. Another reason why personalization is important is that people want to feel like they’re talking to a real human being, not just a machine.
To achieve this, simply sign every email with your own name, and even include a picture if possible so your prospects can see the face behind your company.
Optimize each part of your email for best results
Getting your prospects to open an email is a big part of a cold email marketing campaign, but it’s also important what kind of content they will find inside the email. A good cold email has to have three different components, and you need to know how to optimize each one:
- Subject line. This is a very important element, as a lot of recipients open emails based on the email subject line alone. As we already mentioned, you should craft a personalized subject line that also has an interesting and short copy which will intrigue the recipient to open the email.
- Email body. As this is a cold email, you shouldn’t ramble on about your company. Instead, explain to the prospect what you can do for them and how you can help solve an issue they might have. If possible, include social proof in the body to make your company more trustworthy.
- CTA. Don’t be too forward and ambitious with your call to action. Even asking for a reply is good for a cold email CTA because you’re still just trying to get people interested in your business.
Proofread every email you send
Another surefire way to ruin your cold email campaign is to send out emails that have grammatical and spelling errors. This sends off a very unprofessional vibe and won’t reflect well on how your prospects see your business.
Using a spell-checking feature isn’t enough, as there are a lot of mistakes it can miss. Instead, try following these tips:
- As you’re reading the email, see if you have any fluff that doesn’t add any value or clarity. If you find it, delete it and only keep the important information.
- Create a checklist of important email elements for yourself and go through it to see if you included everything you wanted.
- Read the email out loud to see if there are any parts that don’t make sense or are hard to understand.
- Once you’re finished with your second draft, don’t send it right away. Instead, leave it alone for a couple of hours before reading it again. Once you’re certain that it’s perfect, you can send it out.
Create a follow-up strategy
It’s almost never enough to send just one cold email, and that’s exactly why you need a good follow-up strategy. After the initial cold email, creating a consistent follow-up strategy is a must.
The most important thing to remember about follow-up emails is that they need to be sent only when there is a reason for them. Never spam your prospects. If they don’t reply to your follow-up emails, it’s best to simply remove them from your mailing list.
These emails are meant to serve as a reminder to the recipient to reply to your first email if they already haven’t. Keep the tone casual and always allow the recipient to opt-out if they’re not interested. It’s better to be straightforward and ask them if they’re not interested instead of wasting time.
Cold emails have a lot of potential and should be utilized in the proper way to achieve that potential. Don’t shy away from them just because some people think they’re spam. Instead, create the perfect cold email marketing campaign and success is guaranteed.
About the author
Content Marketing Specialist