Cold Email in B2B Businesses: 9 Steps To Master B2B Cold Emails

November 24, 2021

    Reaching out to and interacting with potential customers via cold email is a powerful method. It takes time and effort to craft a perfect cold email, but once you know how to do it, you will reap many rewards and benefits.

    cold email icon
    Image from Unsplash by Brett Jordan

    It is hard to predict what will happen when you send a cold email: Will it end up in spam? What are the chances of someone opening it? Will it be read or will it be discarded?

    Despite the many unanswered questions, cold email is still a popular method for generating sales through outbound marketing.

    It may be hard for you to reach out to complete strangers since you don't want to appear spammy. You may also feel fear of rejection.

    Starting your own business can be intimidating, but you must step out. This is why you should understand the importance of cold email marketing.

    Cold email outreach can be useful to find customers, encourage sales, build relationships with businesses and influencers, share the news with the press, and find investors.

    To make it easier for you, we have put together this B2B Cold Email Guide. This article will walk you through the entire B2B cold email process, from the initial contact to delivering the email. Read on to find out how to craft and send cold emails to anyone in the world....and we mean anyone!

    Table of Contents


    • The term 'cold email' refers to an email sent to someone that you do not know or are not expecting it.
    • B2B Email marketing strategies often include cold emailing. It offers businesses the opportunity to engage with a wider group of prospects.
    • A well-crafted and targeted email campaign can make cold emailing manageable.
    • The more effort you put into your campaigns, the higher the chances of receiving high opens and click-through rates.

    What is a B2B cold email?

    The objective of a business-to-business cold email is to reach out to another company without any prior contact or interaction. They are usually used to initiate business contact with prospective clients.

    Often, cold emails are used to send offers to relevant audiences, and business emails are used for a variety of purposes, such as:

    • Promotion of business
    • Partnerships
    • Promoting content
    • Establishing links
    • Request for a meeting or call

    What Is The Purpose Of Cold Emailing?

    In terms of a marketing strategy, you are likely to employ outbound marketing methods to break the ice and begin a discussion.

    A cold email can be an effective way to introduce yourself to prospects. It is their first encounter with you or from you. The aim is to begin and maintain business relationships with them.

    The goal is to start a conversation with a prospective customer who still doesn’t know much about your organization.

    Cold-emailing can be effective, but your message must be compelling enough to turn your prospects into warm leads.

    How Effective Are Cold Emails?

    Cold emails are a controversial subject in today's business world. Entrepreneurs still believe that "sales will take care of themselves" and they will not be forced to work hard. Unfortunately, this isn't true!

    Various methods and tricks are available, so it is a bit overwhelming. One of the methods is cold emails. Considering everything, cold emails are the most natural way to make sales. Nobody will simply order from your website. It's important to figure out how you can get people to act.

    Taking advantage of cold emails is one of the best ways to grow your business. You can reach out to new people for a minimal price using this method.

    So, the bottom line is cold emails are effective. Cold email campaigns are a great way to get your message in front of prospects and convert some of them into customers.

    How Is Cold Email More Beneficial To B2B Businesses Than Cold Calls?

    Greater Reach

    Most people have an email account in today's digital age. Additionally, almost everyone checks their mail, in contrast with cold calls where most people don't even pick up the phone. Emails are the preferred method of communication in the professional world. An email won't be permanently deleted from your account until you delete it.

    Easy Accessibility

    The main benefit of a cold email is that it does not necessarily need immediate attention from you. You do not have to check an email just after receiving it. You can check it later when you have time. A cold call does not offer this option.

    Cost-Effective and Time-Saving

    Cold calling is time-consuming and can be very labor-intensive, and most of the time this effort and time don’t bring much return. As opposed to cold mail, it consumes far less time and is far more cost-effective.

    Moreover, sending out an email requires no technical skills on the part of the salesperson, only basic knowledge of digital technology.

    Establishes a Baseline

    When setting up more direct contact with interested clients, cold emailing can be considered to be a good starting point.

    One can conclude that people who reply to cold emails are interested in the product or service being offered by the company. The company can arrange a more personal call with interested buyers after considering the responses they received

    Building Brand Awareness

    Cold mailings increase brand awareness, which is one of their most important benefits. The name of the company isn't usually noticed over the phone, but when a potential client sees the name of the company, its logo, or catchphrase, that will stick in their minds.

    Additionally, clients may share the emails with their friends and relatives, adding to the credibility of the brand.

    B2B Cold Email Marketing Strategies That Work

    Consider these strategies for cold email marketing to maximize your revenue:

    Determine Your Target Audience

    Identifying your target audience's demographic profile is essential before you begin marketing. Creating a list of prospective customers is a great way to begin. Know not only your customers' interests and buying habits but also their preferences and preferences. Your emails will feel tailored to your customers' needs when you use these details to personalize your content.

    Build Your Email List

    Create an effective email list by providing your subscribers with great content. You will accomplish two things if you provide them with information that they will not find anywhere else.

    First of all, your subscribers will find your product valuable. Also, by providing great information, you increase their trust in your brand. The importance of trust in generating sales and boosting profits can't be overstated.

    Bulk Emailing Is Not a Good Idea

    Your marketing campaign won't be successful if you send mass emails to promote your product. To give prospects more information, even if it is just to provide contact details, you should use personal email.

    If you send out thousands of emails, any relationship you might have with your list will be damaged. This will make your customers wonder how you could be so inefficient.

    Don't spam them and ensure they only receive valuable content.

    Make the Most of Social Media

    Social media can also be used as part of a B2B marketing campaign. Social networks such as Twitter, Facebook, and LinkedIn can be used. An effective email campaign that reaches a large audience can be created using a proper strategy.

    Marketing strategies can cause businesses to receive negative feedback from their customers. Planning everything carefully before launching an email campaign is the best way to avoid this problem. In the case that you have no idea where to start, seek the help of a professional.

    How To Craft The Perfect Cold Email: 9 Things To Consider

    1. Take Your Subject Line into Account

    Cold email subject lines are among the most important parts of an email as they are the only element the recipient sees before they open it.

    Creating an effective subject line is about grabbing the reader's attention and letting them know what the message is all about. Your email may not be opened if it is poorly written, or worse yet, it might be marked as spam.

    Keeping your subject line short (five to seven words), describing the email's purpose as well as adding a touch of personalization makes it look more appealing to the recipient.

    Good subject lines have the following characteristics:

    • Not too long: Checking email on a phone has become very common over the years. You cannot fully convey what you mean when your subject line is too long since it is partially shown. Try to limit your subject lines to 40 characters or less.
    • Grammatically correct: A bad sentence is easy to spot, but not necessarily in a good way. Several dozens, if not hundreds, of people, are going to see any grammatical error you make. Use a spell-check tool like Grammarly and proofread to prevent this from happening.
    • Not excessively loaded: Be careful with extra punctuation and capitalized writing, which can be misconstrued by your recipient. Keep your message spam-free. Besides bringing in negative emotions connected to your profession, it will also result in a higher bounce rate.
    • Relevant: Bring value to the conversation by showing the recipient that you care about them. Research has found that subject lines that address the specific needs or problems of prospects have a higher open rate.

    2. Start Engaging The Reader As Soon As Possible

    The opening line is also an opportunity for you to make an excellent first impression on your prospects. Through it, you can build trust and credibility with them. Engage your reader with your opening line and explain why you wish to contact them.

    3. Personalize The Email

    Personalizing an email when cold emailing is the most important factor. Make sure you tell them specifically why you are interested in doing business with them.

    Try using the word "you" more often than the word "I". You won't be able to convey what you are offering as a solution if you make the email too much about yourself.

    You should try to find out the recipient's first name so you can greet them with it. Doing this will make your company seem more approachable and shows that you care.

    4. Present a Tempting Offer

    Let your readers know about your past accomplishments, such as doubling an organization's customer base in one month. Describe your experience working with past clients as well. By doing so, they can get a better idea of what you do.

    5. Demonstrate Your Credibility

    Provide evidence of your credibility to your recipient because he or she may already know a little about your company.

    An example of this would be a testimonial from a past client or consumer who has experienced success. A consumer can be more inclined to work with or purchase from your business when you provide this kind of information.

    6. Keep It Brief And Concise

    The goal of a cold email is to hold the reader's attention as long as possible so that the chances of receiving a response increase. Sending short emails with just a few paragraphs is best. Don't forget to provide details that are relevant to the action you need.

    Engaging your audience as soon as possible is the key to success here. Almost certainly they will leave before they have finished reading the first paragraph. In the worst-case scenario, your message will go straight to the trash.

    To avoid this, avoid using generic subject lines in emails. Always include your most important keywords in the first two or three paragraphs. You should inform them of videos or web pages as soon as possible if they are relevant.

    Consider how it would feel to be talking to someone you just met at a party as you draft your email. The usual method of starting a conversation is to introduce yourself, say something relevant or complimentary that relates to the shared interest, and then make a request. Cold emails should use a similar strategy.

    Make sure the email is not too lengthy and gets straight to the point.

    7. Analyze their Pain Points

    Give them a solution that will help them improve their work by demonstrating that you understand their problems. It's easier to make your message more relevant to them if you use bulleted lists to demonstrate how you can help them.

    8. Clarify Your Call-to-Action

    Include a call-to-action within your message. Your cold email should have one main objective in mind so your readers know what you want them to do.

    If you include a clear action item for your prospects in your cold email outreach, you increase their chances of progressing further down the sales funnel. Providing them with a call to action will direct them towards what you want them to do.

    You can direct potential customers in the right direction with a simple call-to-action if your value proposition interests them.

    In cold email messages, you have the opportunity to influence your prospects to take action if you include a compelling call to action. Here are a few examples.

    • Sign up for a free trial today
    • Visiting a blog post

    By using CTAs such as 'last chance to grab offer' or "Only 24 hours remaining for offer', you can create a sense of urgency and lure customers.

    9. Send Them A Follow-Up Email

    Due to the longer buying cycle for B2B customers than for B2Cs, it's useful to remind them about your offer periodically with follow-up emails. Send a second email to readers offering them the opportunity to take advantage of your free trial or schedule a call with a representative.


    Business owners should consider cold emailing a best business practice as it can be incredibly effective.

    Allow yourself a chance to experience how powerful cold email can be. Let go of the fear of people saying "no" and add it to your toolbox. You may be pleasantly surprised.

    Knowing your prospects and using their personal information will help you create a successful cold email marketing campaign.

    In addition, you have to understand what type of email marketing campaign you'll be sending. Knowing these details can make a significant impact on your email campaigns and on what you expect to accomplish.

    Looking for ways to optimize your cold email outreach? What are you waiting for? Start building better relationships with cold emails with OutReachBin today! Sign up now!

    Article written by Maisha Abedin
    Send emails that land in your prospect's inbox and get replies. Automate your emails, convert more prospects and grow your business
    Copyright 2021.
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