Cold Emailing Guide: The Science Behind Efficient Cold Emails
August 23, 2021
Whenever you think of cold emailing, there are a series of questions popping into your head: Will my email land straight to the spam folder? How do I make my prospects open my email? Can I make sure it is read before being discarded?
Obviously, none of us wants our cold emails to remain unopened, or worse, to land in a spam folder.
These unanswered questions make the process of cold emailing intimidating. On the other hand, with an abundance of Emails in the mailbox and the decreasing attention span of people, it becomes harder to get a reply after cold emailing a prospect.
So how can we write cold emails that will make the recipient open the mail and read and respond to the mail?
Cold emailing is a science. Structure, consistency, accuracy, language, timing, everything has their individual impact while shaping the efficiency of the mail. Read on to break down the science of cold emailing and how you can make the most of it.
To understand cold emails, firstly, imagine how you develop a relationship with your prospects offline. Obviously, you start off making conversation with them by going to an industry conference or a trade.
Instead of bragging about your company in the first place, you set the ball rolling with a usual conversation. Your goal is to learn more about their business to build an accord with them.
In outbound sales, things follow the same route. The recipients of your cold emails do not have any association with your brand. Maybe they’ve never even heard about your brand before.
A cold email is a gratuitous email you send to your cold prospects.
The objective behind sending is to turn the cold prospects into your warm leads through signing them up for a free trial, scheduling a demo or meeting, giving access to free tools, videos, and PDFs of your service.
Why is Cold Emailing So Crucial in the B2B Market?
It’s The Least Intrusive Method
Cold Email does not barge into the hectic schedule of your prospect like cold calls. Instead, it remains in the inbox for your prospects to read it according to their convenience.
This makes cold emailing the least intrusive method to approach a prospect out of nowhere.
Furthermore, there is no fear of rejection when you are cold emailing. Because there is no confrontation of any kind. Therefore, it makes the method less intimidating and intrusive.
It Can Be A Personalized Method
Do you know about the Cocktail Party Effect? Even if you are in a party surrounded by a raging crowd, you will most likely notice that if anyone calls your name from a distance. Because that's your name.
B2B marketers have been using this method for years to catch their attention. Therefore, the sales team must develop more robust and more competent techniques for personalizing the cold email.
Hence, researching your prospect is essential to personalize an email. You will only be able to cater to the email by tailoring their needs.
Personalization of cold email is a tried and tested trick of increasing the chances to get a response from your prospects.
Most importantly, emails generate leads 40 times faster than Facebook or Twitter.
How to Write Efficient Cold Emails?
The success rate for cold Email entirely depends on how you are executing it. Since it is a popular way, you have to be creative to stand out in the plethora of emails.
Timing is Everything
There is a timing for everything. Even for cold emailing, you should be careful about the time. Never make the mistake of sending emails during weekends. Your emails will most likely remain unopened.
The best day to cold email prospects is Monday. Use the four weekdays to cold Email your prospects and skip. However, we recommend you experiment with timing and see which one works best for you.
The best time to cold Email is early mornings (between 6 and 7 a.m.) and evenings (around 8 p.m.). Usually, reply rates are 45% during these times.
Setting the Tone is Important. According to Psychology Today, the emotional tone you set in your Email remains imprinted in people's minds more than the content per se. While in a conversation, two persons share the same physical and psychological climate, which is not available in email exchanges.
Therefore, setting the tone for the Email is very crucial. Phrases, punctuation, sentence length, syntax, emojis, opening, and closing can help you set the tone of your Email.
A Catchy Subject is Like a Bait
The open rate of the Email mostly depends on the "from" line and subject line. These are the first thing a recipient notices after they get an email.
A precise, clear subject line can do much better than the longer and the detailed one.
Fast Company conducted an interesting study in this regard. They sent two identical emails to the same number of executives with different subject lines. The Email with a longer subject line received a low open and response rate than the Email with a precise subject line.
The subject line should include CTA and a clear message about what the email bears. While mailing 100 prospects at the same time, the subject line can be vague. However, while you narrow down your audience, be more concise and straightforward.
It is essential to have a personal touch in the subject line. That does not mean we are telling you to add the recipient's name. Rather than this old trick, you should consider adding the recipient's city name.
Some general rules of thumb for writing a subject line are:
Do not go beyond 50 characters.
Do not use words such as "Help" or "Free." They are considered to be pro-spam words.
A study shows that while reading, people spend 80 percent of their time at the top of the page and the attention span reduces as they go down the page.
Try to describe your email briefly. The study mentioned above also shows that people usually skip lengthy introductions. Instead of long introductions, make them catchy and powerful.
Experian says more than 70% of emails are opened on phones or tablets. Therefore, long emails are not going to drive engagements.
Inserting Call-to-Action is essential.
A CTA helps you to make the recipients do what you want them to do. It can be about scheduling a Zoom meeting, asking for feedback, replying to the mail, and so on.
The CTA should bear the purpose of your Email. Moreover, the CTA should not be lengthy. Sum up within a straight and precise line.
Being decisive can reduce ambiguity. Instead of asking for their convenient time, consider proposing a time by yourself. For example, "Will you be available for 30 mins at 4 o'clock this Thursday?"
If you are not sure with whom you need to connect, request a connection from your recipient. For example, "Will you kindly recommend me to a person with whom I can speak regarding (your goal)?"
Presentation plays a Significant Role.
The appearance of your Email largely depends on how you are formatting. Using line breaks is essential. Because without line breaks, even a short email can look monotonous.
A Polished Signature can Make you Trustworthy.
The common mistake most marketers make is by ignoring the signature. The addressee knows about us and our whereabouts from our signature. Therefore, it is an unavoidable portion of our mail.
A well-built signature makes the email body precise, and the message becomes more digestible and personalized.
A signature should bear the answer to the following questions:
Who are you?
Why do you matter?
What do you want from your recipient?
The answer to the first question is some factual details such as your name, company's name, designation, address, social media link or email ID, and others.
You can answer the second question by adding a tagline of your achievement. Your CTA is the answer to the third question.
Cold Emailing Mistakes To Avoid
Do not use all the capital letters in SUBJECT or ! or ?. This makes the Email look spammy.
Do not ask for a favor from your addressee. Instead, ask for knowledge.
Do not send the mail without proofreading. Look for spelling mistakes, grammar errors, overused words.
Do not exaggerate your offerings.
Do not forget to insert a Call-to-Action.
Frequently Asked Questions
What is the ideal length of a cold email?
The perfect word count for a cold email should be no more than 200 words. That's all you need to spark interest and pitch your offers.
The common mistake people make while cold emailing is lengthy emails. This appears as a nuisance to the recipient, and they decide to mark the mail as spam.
Is it Illegal to Send Cold Emails?
If cold emails were illegal, so many successful companies couldn't have entered into the business in the first place. Therefore, they are not unlawful. In fact, in the USA, spam mails are not even illegal. If you follow the CAN-SPAM Act, you will not face any kind of penalty.
Are Follow-Ups Important in Cold Emails?
A perfectly written cold email might also miss its targets sometimes. That's not because of how it is written or when it is scheduled. Instead, it is due to the busy schedule of the recipient that might make them forget about your Email.
That's where follow-up emails enter the picture.
How many times should I follow up with my prospects?
One follow-up email is an absolute necessity. However, the recommended number is 2-3 times. Instead of portraying yourself as awaiting a response, consider adding value to your follow-up emails.
Can I automate my Cold emails and Follow up emails?
Sending personalized emails to so many prospects daily is tedious. Fortunately, OutReachBin is here to help you. Along with personalizing your mail, it schedules your follow-up emails according to your preference as well.
What Are the Differences Between Cold Email and Spam Email?
Unlike cold emails, spam emails follow a "Spray and Pray" approach. Whereas cold emails are highly customized, spam mails are absolutely irrelevant to the receiver.
Moreover, cold emails follow a straightforward route, whereas spam emails provide misleading content. Most importantly, cold emails have an opt-out option, and spam emails don't.
Precise and highly customized Email pave the way for sales outreach. A cold email campaign is a terrific way to start your business relationship and generate hot leads. A chain of automated follow-ups will help you to generate leads in no time.