Sending cold email is still one of the most effective ways to generate leads and fill your sales pipeline. Unfortunately, lots of people do a poor job at it.
In recent years, my inbox has been bombarded with cold emails on a regular basis. Most of them are quite awful and annoying.
Here are the reasons why they were bad:
Now, I have also received a few cold emails that piqued my interest enough to get a response from me. What did they do right? Read on to find out.
Your cold email composes of 4 important components:
Also, it’s important to keep these points in mind:
Alright, read on to learn how to write an effective cold email.
In a sea of emails, your subject line must be clear and must pique the interest of the recipients in order to have a chance of it getting opened. Here are a few ideas you can test:
Alright, if your subject line does it job and get the recipients to open the email, your introduction must say something to hook them right away. You can skip the the part about introducing yourself as most people don’t really care who you are.
Instead, talk about the problem that your prospect is dealing with. To get this right, you must do your research and figure out what are the problems your prospects are struggling with.
You could ask a question like this:
Are you struggling with protecting your sensitive data on the cloud? Would like to hear about a new technology that automatically scans your cloud environment and protects you data?
You could also start with stating an interesting statistic, like this:
According to X report, nearly 75% of enterprise applications have security vulnerabilities that could cripple their business. What measures are you taking to eliminate security vulnerabilities in your applications?
Instead of talking about features, talk about the benefits your product provides, how it’s different from competitors’ solutions, and how your product has helped other similar companies.
Here’s an example:
Since 2010, our solutions have helped over 500 enterprises such as Cisco, HP, and Intel generate 3X more sales. Our solution is easy to use and can be setup in 15 minutes without IT’s help.
Before you end your email, you should invite the recipient to a 5-minute exploratory call. Yes, only 5 minutes and nothing more. The mistake I see lots of people make is asking for a 30 minutes phone call, which is a big commitment. If I have never heard of you, there’s no way in hell I’m gonna give up 30 minutes of my precious time to talk to you. But if your email pitch is compelling, I wouldn’t mind to set aside 5 minutes to chat with you. So make the request simple and reasonable.
It’s important for you to be respectful and not come across as a spammer. So, give them an option to opt out by saying something like “If you’re not the right person to discuss about X, do let me know. I would also greatly appreciate it if you could direct me to the right person in your company that handles X.”
If you don’t get a response after your first try, don’t give up. Keep on trying. Send a 3-4 more followups, but trying testing different subject lines and introductions.