By Alan Graner
Cold emails can be an effective new business tactic if done right. Here are some tips from the pros.
Why prospects ignore cold emails
- They’re busy and often overworked.
- They often have only a couple of hours a week to meet with salespeople.
- They’re flooded by email.
- Your subject line sucks.
- Your message isn’t clear.
- Your message isn’t valuable.
- You don’t address their business objectives.
How to write a cold email that gets a response
Grab their attention
Avoid spam filters by:
- Being specific in the subject line
- Adding value
- Avoiding salesy pitches
Call to action: Ask to follow up with a quick phone call about important issues and offer a specific date and time.
Follow up: Send something that will help the prospect in the next 12-15 days. Keep following up over several months, but stop before you appear to be stalking them.
4 Willing Approaches for Writing a Cold Email
5 tips for success
- Offer a prospect something interesting—they are more likely to engage.
- Get to the point quickly.
- Keep it informal. Don’t use formal “corporate-speak.”
- Be confident but not cocky. After all, you’re offering them something worthwhile.
- Make it personal. Busy people don’t respond to form emails.
7 Tricks to Write an Effective Cold Email
Elements of a great cold email
An effective cold email is:
The 5 Elements of the Best Cold Emails [+ Examples]
How often should you send follow-up cold emails?
Remember: real relationships and engagement take time, so don’t inundate prospects hoping for a quick return.
Focus on specific people with communications directed to their wants, needs and desires.
While there’s no one-size-fits-all timeline for sending follow-up emails, here’s one suggestion:
- 1st email
- 2nd email: 2 weeks later
- 3rd email: 4 weeks later
- 4th email: 6 weeks later
If you don’t get any responses, you obviously didn’t meet their needs.
How to Write Cold Emails that Are Unique (And Not Frigid)
What additional tactics do you suggest?
About the author
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.