Like everyone else, I receive a lot of unsolicited emails on my personal and professional email address. It’s an almost daily phenomenon and I don’t know about 99% of it. Open rates range from 15 to 28% for this type of email, and of those 15 to 18% who open an email, only 16% will respond to it…
This means that if you send an email to 100 people, you will be fine if two people respond to it.
This doesn’t mean that cold email marketing should be completely ruled out.
Given the costs of sending out spam emails and the potential return on investment, this is still an essential and effective strategy for generating new customers.
But knowing that openness and response rates are so low, how do you write a cool one that will be read and get a response?
The object was found to have a significant impact on open rates. In fact, 35% of users decide whether or not to open an email based on the subject line alone.
There are many ways to write an influential subject line, but one of the most relevant and effective is to deliver value.
If desired, there are also many other ways to achieve this:
- Don’t use a “clickbait” (or bait) object: you risk going through spam;
- Keep your things short;
- Create a sense of urgency.
Once you get the reader’s attention, he’ll keep reading.
Above all else, don’t start your email with a presentation of your offer, be it a product or service. Users don’t want to know what it is, they want to know what they can benefit from.
If you know the potential customer well enough, use the appropriate vocabulary. For example, if you know that your potential customer uses a certain vocabulary, appreciates certain expressions or even a certain language, use that as well. You will unconsciously create a feeling of closeness to him.
Courtesy and personalization
Within a split second of reading an email about a company you’ve never heard of and wants to reach out to you, you question it and begin to doubt it.
Why do you keep reading?
By offering a custom item, you attract attention. If you enjoyed a particular interview or piece of content the reader was involved in, talk about it:
- You will retain his attention more easily;
- You will enhance the feeling of closeness;
- You will flatter the ego of your email reader;
- Show that you are genuinely interested in your interlocutor.
The perceived feeling of the brand will already be higher and positive
A custom item can be any component that shows the reader that you haven’t sent your email to a complete list without first knowing who the recipient is.
Find their industry, a specific story from their company, or even someone you both know.
Of course, it will take more time, but it will be very profitable with the rate of return that you will get.
Avoid long email
When sending your first cold emails, a common mistake is writing emails that are too long. This is when high quality copywriting is needed to address this issue.
We want to say as much as possible about our company and the solutions we offer. But it is advisable to go against this natural tendency and conversely, emails should be sent as short as possible.
The reader’s attention is already limited, and it is very likely that he will receive a large number of emails of this type per day.
A long email is such a high demand for a reader’s attention that they will likely end up without reading it.
Keeping the length as short as possible by including all required items will increase your chances of a response.
Simply sending an email describing your product or solution will only generate vague interest from the reader at best.
And in the vast majority of cases, an interest will not be sufficiently supported to trigger the energy needed to respond.
However, there is a simple, highly effective, and underutilized method to increase this response rate.
And he appeals to one of the most powerful and effective springs in human psychology: that is to say, that which lies in intrigue in your readers.
But one example is sure to help you understand this concept better: you may have a Netflix account, or at least imagine how it works. If Netflix can create such an addiction, and sometimes get you to watch entire seasons at once, it’s thanks to this plot principle.
The ending of each episode is done in such a way that you are so curious that you want to watch the next episode right away.
This is exactly the effect you should aim for with cold emails: talk about a specific point the reader could improve without naming it, tell them about a major change in their sector of activity that will affect them, or anything else that will make them want to know more and contact you.
We are always more likely to believe that what others have chosen by us is valid, and that is exactly how we tend to choose a restaurant.
A busy restaurant with a long queue outside will make you think it must be of good quality. On the contrary, an empty restaurant tends to mean in our mind that it must be hiding something negative.
This is the psychological concept that you should use to your advantage in your cold emails. As soon as possible, try to highlight what you both have in common (people, investors, lawyers, etc.) or to refer to and highlight people or companies you already work with.
This way, you will immediately get more attention from the reader.
call to action
Your email should never end without anything special. Instead, it should be a step toward the next action you’re considering.
The idea is that your email should be short and be a starting point for the next step: ideally a call to explain in detail what you are offering.
So you should systematically include a call to action at the end of each cold email to encourage the reader to accept the next step.
The latter should include minimal effort only in order to maximize your chances of offering a favorable follow-up.
So don’t ask what day would suit him for a quick phone call. Instead, suggest a day and time (perhaps with another alternate time period) where all the reader has to do is answer “yes.”
You will notice a significant increase in your positive response rate.