By Alan Graner
How do the experts get prospects to open their cold emails?
- Write a killer subject line. When you go through your inbox, how do you determine which email you open and which you trash—especially if it’s from someone you don’t know? You scan the headlines of course. If a subject line offers you a useful benefit or promises to solve a vexing problem, chances are you’ll open it. If not, into the trash.
- Talk about them. Don’t begin by telling prospects you’re Joe from Acme Widgets, a leading manufacturer of widgets for industrial use with over 500 employees in seven locations. Nobody cares about you; they only care about themselves. Your first sentence should acknowledge one of the prospect’s major problems and suggest you can solve it. When you talk about yourself, you become just another bozo on the bus.
- Make it personal. Write your cold email on a one-to-one basis. If you get an email that begins with “Dear Health Care Provider” or some other generic opening, you’ll probably trash it because any solutions or offer they present are designed for the masses, not for you. Begin by addressing a specific person: Hi James, Hello Mr. Smith, etc.
- Research the company. Know what their problems and pains are so you can offer a possible solution. Compare “We solve transportation problems” with “How will XYZ Company deliver on time when the next blizzard hits?”
- Be quick. People are busy. You’ve got just a few seconds to capture your readers’ attention, so get to the point quickly in three or four sentences.
- Be conversational. Be matter of fact. You are a person, not a building, so write like one. Put some personality into it, but keep it professional. After all, you don’t know the person, so don’t act like their best friend. Instead, act like a friend they might like to know.
- Use referrals whenever possible. A prospect is more likely to read your cold email if your first sentences states someone they know suggested you write. Or, if you met the prospect at a tradeshow or networking event, remind them.
- Present a great offer. Entice them with an offer they can’t refuse and they’ll keep on reading.
What tips would you add?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.