Cold emails have become a staple in the online marketing realm for progressive companies across the globe. Cold calls or telemarketing are a thing of the past, as we’ve grown weary of such intrusive methods of advertising. However, when done correctly, cold emails could be your ticket to that next well-paying client or hundreds of loyal customers.
If you’re hearing back from less than 10% of the people you’re cold emailing, you’re probably committing one of the 7 Errors of B2B Cold Emails.
Do you know your open rates? If less than 20% of people are reading your emails, your subject line sucks.
How are you ever going to get a higher response rate if 80% of your audience never even reads your email beyond the subject line? You can spend all day improving your email’s body text, but it won’t matter if you have a low open rate.
If you aren’t sure what your open rates are, but you wish you had some kind of crystal ball that would show you, get a tool that lets you track them.
Do you have a docking station that you charge at, or are you solar powered?
If you’re human, then write like a human, not a robot.
People want to communicate with people, not machines.
Your readers are much more likely to respond to you if your emails are personalized to them. Including more specific details about the person, company, or industry will increase your success. Use custom inserts in your email with “[ ]” or “<< >>” depending on which script or tool you are using for the mail merge to include personalized details beyond just “<<First Name>>” and “<<Company>>.”
Going as far as to include a “<<Custom Sentence>>” by using a column in your spreadsheet for 1 custom sentence about that company takes time, but is highly effective. Using multiple custom inserts in one sentence like “We recently helped <<Competitor Name>> improve their sales by 23% on the <<Campaign Name>>” also works well.
Your emails shouldn’t be longer than an episode of Game of Thrones.
Keep things short. Aim for about 3 or 4 sentences. No more than 5 sentences!
Remove any jargon, redundancies, or other non-necessary details. Synthesize all your points to the bare minimum, leaving only the gold nuggets.
D O N ‘ T F O R G E T T O S P A C E O U T Y O U R W R I T I N G!
No one wants to read an email that looks like a book, so don’t jam it all into one paragraph. You want it to be easily read, even from a smartphone.
Why should your reader open, read, or respond to your email? Where’s the value for them?
Don’t mistake your features as benefits.
“Matching new leads against pipeline and customers” is Feature. Benefits are things like “saving 7 hours a week with Salesforce” or “Getting 5 more customers for every 10 emails you send.”
Your readers don’t care about your features, even if they’re really cool unless they are beneficial to them.
Never try to sell someone in a cold email.
All you’re trying to do is get someone’s permission to start talking. If you try too hard to sell them it will backfire and they will either (A) recoil and mark you as spam or (B) laugh and share your terrible spammy cold email around with their friends and coworkers.
You wouldn’t take your pants off at dinner on the first date, so don’t talk about “sales, discounts, or a big opportunity.”
Resist the temptation to write like a marketing/sales email, even if that is your end goal!
Your call to action is the second most important thing for your B2B cold email after the subject line for getting your desired response.
What exactly do you want the recipient to do?
If all you want is a 15-minute call with them, be clear about it. Just saying, “I’d love your feedback” isn’t enough. You should say something like, “When’s a good time this week for a 15-minute phone call to discuss…?”
Just sending someone a cold email once is not enough for B2B, or anything else.
It’s great to have people respond to your first email, but you can’t stop trying there or you’ll be missing out on many more qualified leads.
FINAL RESULT: 7 emails and I got 38 responses from 100 prospects. That’s 20 more responses than if I had quit after the first email.
You want to be relentless with your emails if you want to grow your business. Keep emailing your list until you hear a yes or “F*#& off, I’m not interested!”
And if you don’t get responses from those contacts, try to reach other contacts at their company instead.
No one is perfect.
You don’t have to be a saint to get 10% response rates, but avoiding the 7 deadly sins of B2B cold emails will go a long way.
The more you practice sending cold emails regularly and test your templates to iterate them, the better they will get. And your response rates will definitely follow.
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