The Ins & Outs of Cold Emailing That Delivers Results
Cold email is one of the most popular and effective sales outreach methods that salespeople have at their disposal. When done right, cold emailing can help you connect with new prospects, build your pipeline, and drive revenue.
In fact, a study by Mailshake found that the average open rate for cold emails is 44%. And research from Backlinko revealed that the most effective cold emails get reply rates of 45-50%.
However, most cold emails fall flat and get ignored or deleted by prospects. Cutting through the noise and grabbing a stranger‘s attention with a cold email is challenging. The key is to take a highly personalized and strategic approach backed by proven tactics and best practices.
In this comprehensive guide, we‘ll dive into the art and science of writing cold emails that prospects actually read and respond to. Follow these tips to take your cold email game to the next level and drive real sales results.
Crafting Cold Email Subject Lines That Get Opened
The subject line is arguably the most crucial part of your cold email. It‘s the first thing prospects see in their inbox and determines whether they open your message or hit delete.
Research by Convince & Convert found that 33% of email recipients decide whether to open an email based on the subject line alone. So how do you write a cold email subject line that stands out and gets clicks?
1. Keep it short and specific
Aim for 5-7 words max. Get to the point quickly and clearly. Avoid vague or gimmicky phrases. Some examples:
- Quick question about [topic/pain point]
- Idea to improve [prospect‘s KPI]
- [Mutual contact] recommended I reach out
- Congrats on [recent company milestone]!
2. Personalize for the recipient
Include the recipient‘s first name or company name to grab their attention and show that this email is specifically for them. For example:
- John, thought you might find this useful
- Mary, saw your post on AI in healthcare
- Acme Co. + [My Company]: Unlock 40% more leads
3. Highlight value or spark curiosity
Hint at the value you‘ll provide or ask an intriguing question to make them want to learn more. For instance:
- 3 ways to crush your Q4 sales targets
- Can I help you automate [pain point]?
- I found an error on your checkout page
4. A/B test different subject lines
Try out 2-3 variations for each cold email campaign and measure which one gets the highest open rates. Continuously iterate and optimize based on your results.
Nailing the Opening Hook & Pitch
Once you get your email opened, you need to keep prospects engaged with a strong hook and value proposition in the body. When writing your opening lines, focus on these key elements:
1. Make it about them, not you
Avoid generic greetings and immediately prove that you‘ve done your research on the prospect. Comment on a recent post they wrote, accomplishment they had, or challenge they‘re likely facing.
Example: John, I noticed online reviews are a huge source of leads for Acme Co. – but over 65% of local searches happen on mobile, where you‘re getting buried in the results. I have an idea for how you can jump to the top of mobile search and drive a lot more walk-in traffic.
2. Demonstrate clear value
Prospects only care about one thing – what‘s in it for them? How can you help them achieve their goals or overcome a pain point? Spell out this value proposition upfront.
Example: Hi Sarah, I came across your post about the frustrations of manually processing invoices. Our AP automation software helped Acme Co. reduce their invoice processing time by 70% and save $50K per year. I‘d love to show you how it can do the same for your finance team.
3. Personalize based on research
Again, the more you can customize your pitch to the individual prospect, the more likely they are to engage. Study their LinkedIn profile, company website, and other social media to find nuggets you can use to personalize your cold email.
Some things to look for:
- Job title & role
- Pain points & challenges
- Goals & priorities
- Recent posts or articles
- Shared connections
- Personal interests & hobbies
Example: Mary, I saw that you led the charge on Acme Co.‘s recent website redesign – congrats on the slick new look! I actually specialize in conversion rate optimization for SaaS websites. I have a few ideas for how you could get 35% more free trial signups with just a few quick tweaks to your homepage. Can I send over some suggestions?
Providing Social Proof & Credibility
To further grab prospects‘ attention and convince them that you‘re worth listening to, it‘s important to establish credibility in your cold email. You can do this by highlighting social proof, like:
1. Client logos or case studies
Showcase recognizable logos of companies you‘ve worked with or link to relevant case studies that demonstrate your results.
Example: We‘ve helped sales teams at top companies like Microsoft, Salesforce, and Google scale their pipeline with predictive analytics. I‘d love to walk you through how our AI platform can do the same for Acme Co.
2. Impressive stats or ROI
Share specific, impressive numbers that prove the value of your product or service.
Example: On average, our customers see a 30% lift in reply rates and 2-3X more booked meetings within 60 days of implementing our email automation tool.
3. Testimonial quotes
Include a 1-2 sentence quote from a happy customer touting the results they achieved with your offering. Bonus points if it‘s from a company similar to your prospect‘s.
Example: "Partnering with Chatty has been a game-changer for our sales development efforts. Their AI assistant helped us have 35% more conversations and drove $180K in new pipeline in just 1 quarter." – John Smith, VP Sales at Acme Co.
Closing With a Clear Call-to-Action
Once you‘ve hooked your prospect and demonstrated value, you need to close your email with a clear call-to-action that makes it easy for them to take the next step. Your CTA should be specific, low-pressure, and easy to say yes to.
Some effective options include:
- Requesting a short phone call or video meeting
- Asking if you can send over relevant resources or case studies
- Inviting them to an upcoming webinar or event
- Offering a free trial, demo, or consultation
Examples:
- Are you free for a 15-minute call on Tuesday or Wednesday to discuss this further?
- Can I send over our step-by-step guide on scaling your BDR team?
- We‘re hosting a live workshop on cold email best practices next Friday – would you like an invite?
- If you‘re interested, I can set you up with a free 14-day trial of our sales automation platform. Just reply and let me know!
Crafting Compelling Follow-Up Emails
Most prospects won‘t respond to your first cold email, no matter how well-written it is. But that doesn‘t mean you should give up after one attempt. Persistence is key in sales, and studies show that most deals are won after 5+ touchpoints (source).
However, there‘s a fine line between persistence and annoyance. To strike the right balance with your cold email follow-ups:
1. Wait at least 2-3 business days between emails
Give your prospect some breathing room before circling back. Generally, wait 2-3 days for the first follow-up, 4-5 days for the next one, and then 7+ days for additional touchpoints.
2. Forward your original email
Make it easy for prospects to recall your initial message by forwarding the original email below your follow-up message.
3. Add value with each touchpoint
Don‘t just send a generic "just following up" email. Provide additional resources, insights, or social proof in each follow-up to give prospects a reason to re-engage.
Example:
John, I know you‘re busy so I wanted to bump this back to the top of your inbox. I thought you might be interested in this new report on the state of mobile SEO – it has some eye-opening stats on how local businesses like yours can capture 40% more organic traffic: [link]
Let me know if you‘d like to discuss how our local SEO solution can help you outrank competitors and drive more foot traffic. I‘m happy to walk you through a personalized demo.
4. Know when to walk away
If a prospect hasn‘t responded after 4-5 attempts, it‘s usually best to move on. Send a final "breakup email" to leave the door open, but shift your focus to warmer opportunities.
Example:
Hi Sarah, I‘ve tried to reach you a few times about streamlining your AP workflows, but haven‘t heard back. I‘m assuming your priorities have shifted or the timing isn‘t right.
No worries at all – I know how busy things can get. If optimizing your invoice processing becomes a priority down the road, I‘m always here to help. Feel free to book a time on my calendar if you‘d like to connect: [Scheduling link]
Measuring & Optimizing Your Cold Email Results
Like any sales or marketing strategy, the key to long-term success with cold emailing is continuously tracking your performance and finding ways to optimize your approach.
Some key metrics to measure include:
- Open rate: The percentage of prospects who open your email
- Reply rate: The percentage of prospects who respond to your email
- Meetings booked: The number of prospects who schedule a call or demo
- Qualified leads: The number of prospects who enter your sales funnel
- Revenue: The deals closed and dollars driven by your cold email campaign
To improve these metrics over time:
1. A/B test everything
From subject lines, to hooks, to CTAs, to send times – constantly test out different variations of your cold emails to see what performs best. Tools like Mailshake and GMass make it easy to run automated A/B tests.
2. Experiment with different formats
In addition to standard text-based emails, try out more visual formats like HTML templates, videos, GIFs, or PDF attachments to stand out and improve engagement.
3. Segment your lists
Not all prospects will respond to the same messaging. Segment your email lists based on key attributes like job title, company size, industry, or use case, and tailor your messaging accordingly. The more targeted your emails, the better they‘ll perform.
4. Perfect your timing
Use data to find the ideal day of week and time of day to send your cold emails. Studies suggest that Tuesdays at 10AM and Wednesdays-Thursdays from 8-9AM tend to have the highest open and reply rates (source).
Cold Email vs. Other Sales Outreach Methods
Cold emailing is just one tactic in a salesperson‘s prospecting toolkit. To drive the best results, it should be used in conjunction with other methods like cold calling, social selling, and targeted advertising.
Here‘s a quick breakdown of how cold email compares to other popular outreach tactics:
Cold Email vs. Cold Calling
- Email is less disruptive and allows prospects to respond on their own time
- Calls enable reps to have live conversations and address objections in real-time
- Email is more scalable and allows you to reach more prospects in less time
- Calls are better for building rapport and picking up on verbal/tonal cues
Cold Email vs. Social Selling
- Email allows for longer, more targeted messaging than social media outreach
- Social selling leverages shared connections and interests to build trust
- Email is seen as a more traditional, formal communication channel
- With social selling, reps can engage prospects more casually through likes, comments, and DMs
Cold Email vs. Targeted Ads
- Cold emails are free to send, while ads require an ad spend budget
- Targeted ads allow you to reach prospects at scale based on key attributes
- Emails can include more detailed information and specific calls-to-action
- Ads are better for building brand awareness and filling the top of the funnel
The most effective sales teams use a combination of tactics personalized to different buyer personas and target accounts. It‘s all about knowing your audience and tailoring your approach accordingly.
Conclusion
Writing cold emails that actually get responses is equal parts art and science. It requires a deep understanding of your target buyers, a strategic approach to list building and segmentation, and a continuous process of testing and optimization.
But when done right, cold emailing can be an incredibly powerful way to build your pipeline, form new relationships, and drive revenue. The key is to focus on providing real value to your prospects and building trust at scale.
By following the tips and best practices laid out in this guide, you‘ll be well on your way to creating compelling cold emails that stand out in a crowded inbox and persuade prospects to take action.
Remember – be human, be helpful, and always keep your customer‘s needs and pain points at the forefront. Happy cold emailing!
