The best practices for writing a cold B2B email that wins sales are writing catchy subject lines, keeping the mail body short within 100 words, personalizing and leaning towards an ABM approach, having a simple, single CTA, using GIFs and emojis to emotionally engage, and internalizing the follow-up.
Some templates that work wonders for winning sales and leads are the “Right Contact” approach, the problem-focused approach, the central intelligence approach, the curiosity hook approach, and the 10x personalization approach.
Are Cold B2B Emails Effective?
For some reason, cold B2B emails remain a somewhat taboo subject in today's marketplace. When it comes to sales, entrepreneurs still want to believe the old-fashioned way – that they will be able to hit it big without doing any hard work.
However, there are so many different tactics and tricks out there. Cold B2B emails are just one of them. When you think about it, cold B2B emails are the most logical way to make a sale. Not everyone is going to pop on your website and order. The trick is figuring out the best way to get people to take action.
It is one of the best ways to grow your business and your sales. It is one of the cheapest and easiest ways to reach out to new people. It is one of the most powerful ways to get in front of new prospects and turn some of them into customers.
The Best Practices For Cold B2B Email
To launch a successful cold B2B email campaign, you need to get the basics right. Below are some of the best practices for sending B2B cold emails.
Write Catchy Subject Lines
Catchy subject lines are a crucial component of effective cold B2B emails. If you fail to convince your leads to click on your email initially, your chances of a reply plummet down to nil.
The idea of crafting clickable subject lines that do not look spammy is a complete but complex thing to accomplish. But, here are the three essential steps for creating a compelling subject line that earns clicks.
1. Short Subject Lines
According to a study by Aweber, 82% of experts send subject lines with 60 characters or less. The shorter subject lines get opened more as they reach the inbox frequently and are more mysterious. Also, shorter lines prevent your subject line from becoming trimmed on mobile devices.
2. Tickle Interest And Tease Curiosity
Speaking of mystery, you can leave a little to the imagination of the recipients by writing shorter subject lines as it will interest them. "Meeting at 10 AM?" is more clickable than revealing all the info with, "Are you willing to meet up at 10 AM for a personalized demo?".
3. Make Subject Lines Personalized With A Name Or Available Data
In a study of 7 billion emails, emails with personalized subject lines got 2x more unique click-rate and 58% higher click-to-open rate than emails without any personalization in their subject lines.
Keep It Short, Not More Than 100 Words
According to a study of 40 million emails, cold emails between 50 and 100 words get higher reply rates. Leads are busy, and their inboxes are overwhelmed with pitches and offers. Explaining value with fewer words helps you win and gain attention.
Personalize And Lean Towards An ABM Approach
"Dear customer"—This way of addressing a potential customer screams "boring message ahead" louder when they open an email.
It is better to avoid such generic terms and sales messages. It drains out the personality from your email, thereby replacing it with a corporate tone that doesn't interest the lead.
Find the prospect's first name and use it, always. To make it even more attractive, personalize your email with the lead's recent activity or interests.
You can also find a blog comment, a LinkedIn post, or even a hobby of theirs and add it to your email. You can take personalization further with account-based marketing (ABM), which can deliver a higher ROI than other marketing activities, according to 87% of B2B marketers.
Use Short Paragraphs And Sentences
Most people, who typically scan content while reading, concentrate only on the relevant and valuable information. To make cold B2B emails easier to scan and digest, use 2-3 sentence paragraphs with brief, simple sentences like this.
Have A Simple, Single CTA
When you have multiple Call-to-action (CTA), it may be hard for a lead to make a choice. This scenario is called "The paradox of choice".
Excessive links and attachments could flag your email as spam, and they also trigger the outcomes of too many choices as taking any action becomes more challenging for the recipient. Funnel your message down to a specific point, and guide your lead to one call to action.
Use GIFs And Emojis To Emotionally Engage
We prefer to purchase things from people we like. Also, with B2B often considered a serious "straight-faced" industry, you are always open to using fun and humor to be friendly and make authentic connections. To improve the personality and warmth conveyed in your emails, you can use images, gifs, or emojis.
In an analysis of over 20M+ outbound sales emails, a study reported that cold B2B email campaigns with 4-7 follow-ups had a response rate of 27%, which was 3x more than those with just 1-3 follow-ups.
Prospects are busy, they may not find time to reply promptly, and even if they intend to respond later, they may forget to do so. However, following up is a necessity for a successful cold B2B email campaign.
Proofread Your Cold B2B Email
Make sure you have the basics right. Always fact-check the name, job title, and company of your lead. And avoid basic errors like spelling mistakes or incorrect information about the lead.
5 Templates For Cold B2B Email To Win Sales
The “Right Contact” Approach
The “right contact” approach is a great strategy, especially when reaching out to senior executives at a company.
When taking this approach, you can establish buy-in or at least intrigue from a CEO, and then your request will be delegated down the organization to a more appropriate contact.
The advantage is that when you engage a senior team member, they become connected to the outcome and can help you move the deal forward.
Here’s a sample email using this approach:
Subject: Are you the right person?
Hey [First Name] – I’m writing in hopes of finding the person at [Their Company] who handles [specific area of focus].
I also reached out to [Colleague 1] and [Colleague 2] to try and lock down someone at your company in this space. If you’re the appropriate person to chat with, let me know and I’d love to schedule some time to talk about [Your Company].
We help organizations like [their company] [the problem you solve]. We’ve worked with others in your industry like [Company 1] and [Company 2].
If you’re not the appropriate person to chat with, please let me know whom I should connect with.
The Problem-Focused Approach
If you’re selling something, you’re obviously trying to solve a problem. The problem-focused approach to cold B2B email strives to catch a recipient’s attention by revealing their problem and then asserting that you can solve it.
Here’s what it can look like:
Subject: Managing payroll is rough. Let us help.
Hey [First Name] – As an entrepreneur, managing payroll is probably at the bottom of your list of things you want to be spending your time on, especially when your company is growing as much as I read in [article/software/etc].
You should be spending more time on [priority task] and less time dealing with 401ks, benefits, and payroll management.
[Your Company] helps organizations like yours focus on what you do best while we manage the payroll. We’ve helped companies save money on accounting fees, free up time and find budget inefficiencies that were being overlooked.
If you’re tired of handling payroll and need some help, let’s schedule a time to chat. What’s your calendar like next week?
The Central Intelligence Approach
The central intelligence approach entails finding out something about the prospect’s existing business and putting that knowledge at the beginning of your email.
For example, if you’re selling marketing automation software, you might write an email like this:
Subject: How’s [Competitor] working for you?
Hey [First Name] – I understand that you may be using [technology] as a [service delivered], and I was wondering what kind of results you’ve seen so far.
I’ve met a handful of companies using [Competitor] who have found [problem – scaling issues, glitch, missing feature, internal failure, etc]. In fact, many companies have turned to [Your Company] for assistance and leveraged our [solution] to increase [result].
I’ve got a bit of availability on Thursday and Friday this week if you have time for a quick call to discuss—let me know.
PS: Here’s a great rundown on why more [technology] users are [switching to or using] [Your Company].
The Curiosity Hook Approach
The best place to leverage curiosity is in the subject line of your email. Once you’ve done that, it’s important that the first one or two sentences continue to stir up curiosity in your reader.
The template below is an example of how this could work for a cold B2B email:
Subject: What you should know about [service (e.g., payroll, inside sales, marketing)]
Hey [First Name],
Did you know [startling fact about the industry]? Crazy, right? When I found this out, I was kind of floored and it made me change the entire way I do business. Most recently, [Your Company] has started assisting companies like yours to solve [problem] by tackling these three things:
We’ve worked with clients like [Customer 1] and [Customer 2] and they’ve seen amazing results. If you’re interested in learning how we could help you, I’d love to schedule some time to chat.
In the meantime, I think you would also appreciate this blog post we wrote that highlights everything you should know about [service]: [LINK] — Check it out and let me know what you think.
My calendar is pretty flexible this Friday if you’re around for a call.
The 10x Personalization Approach
The 10x personalization approach is the idea of making sure the prospect feels like you’ve truly done your research. It’s not an easy approach to implement but if you’re going after enterprise deals, 10–20 minutes of research might be all it takes to cut through the clutter and close a game-changing customer.
The template below shows what an uber-personalized email might look like:
Subject: [First Name], did I catch you? 🙂
Hey [First Name]
I hope this email finds you well! I wanted to reach out to you because we are in the same [LinkedIn Group, Slack Group, Association, etc], [Link To Group] and I think I may have something interesting for you.
If I did my homework correctly you are spending [Estimate] per month on [Service relevant to yours] at [Company website] and [Any other information related to the spend].
I work at a [Company Name] and we [Value proposition]. We can lower your monthly cost for [Service mentioned above] by XX% with very little effort.
Just reply to this email and I’ll give you a product demo.
Let me know what you think!
Crafting a perfect cold B2B email that wins sales can be complex and tricky. You can have the best cold B2B email templates, magnetic subject lines, and tight sweater-knit copy, but you’ll still be stuck with stagnant closing rates without this one thing:
It shapes the bulk of your lead generation activity. When sending out cold B2B emails to your prospects, make sure to research their company's background, business goals, needs, and pain points.
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