As much as you may hate this, cold outreach is an inevitable component of any business sales process. Between cold email and cold calling, sales representatives often consider the former to be a tad easier. This is because unlike calling, you are not met with a receptionist or a gatekeeper who keeps you away from making the actual sales pitch.
But at the same time, cold emailing is also difficult in the sense that you need to compete for real estate space with hundreds of other personal, promotional and business emails that an average user gets in their inbox every day. How do you make sure that your target recipient reads your email and responds? Here are a few tips below. But make sure you have acquainted yourself with the impending GDPR regulations so that you do not violate any regulations through this outreach process.
Keep the email short
Your recipient aint got all day to read your emails. An average recipient spends not more than 3-5 seconds to take a call on whether or not the email they are reading is worth the time. So the first step in the cold email drafting process is to keep your draft short and crisp. Your cold email should essentially contain just the following pointers:
- Who you are and why it’s worth the readers’ time
- Why are you writing this email
- A call to action
The entire draft of a cold email should not be more than 100 words long. Every extra word in your draft potentially makes it longer than what the recipient would like. This makes it all the more unlikely for them to stop reading before they get to the call to action.
Do not sell
The most important advice for anybody reaching out via cold email for the first time is to stop selling. Your first email to any target recipient is to merely gauge interest and get them to respond to a specific call to action. Do you want to set up a meeting with the prospect? Do you simply want to know if they think your proposal is interesting? No matter what your proposition is, craft a call to action that the prospect may respond with in just a word or two. For example, you could end your email with a call to action as this “Can I give you a quick call to explain our service”? This can potentially fetch more responses than something like “When is a good time to talk to you?”. The most important objective in the first email is to get your prospect talking. Once they reply one way or the other, it is easier to get them talking more in subsequent emails or calls.
There are several reasons why a recipient does not reply to your email. Lack of interest is just one of the may reasons. Other reasons could include your email getting lost in the clutter, the recipient viewing your email on the move (during commute) and forgetting about it, and so on. Following up ensures that your recipients gets a second chance to express interest (or reject your proposal). Of course, following up has been abused by so many ill-informed sales managers that it has lost its charm today. Do not be aggressive and only target the right prospects. Keeping these two points in mind is important to get the most out of a cold outreach campaign.