Cold email is a proven and working marketing tool that has been used by various brands for many years. But unfortunately, the vast majority of novice business owners and marketers making the same mistakes quickly get disappointed in the low efficiency of the mailing campaign. Too early to quit! This technique can actually bring you a lot of advantages in case you do everything right.
Potential benefits of cold emails
- Cold letters “catch” potential customers at the place they spend the most time (at work). Because for many people the workflow is always tied to email. Typical white-collar workers do not close the mail service during the day, and top managers are used to monitoring mailboxes, even on business meetings.
- Already sent letter does not disappear. Thousands of people can see ads on Twitter, Instagram, or Facebook, but those who were busy at that time will miss it. Whereas emails will patiently wait to get opened in the mailbox.
- The cold email method is scalable. You cannot make more calls or have more meetings than is physically possible. Meanwhile, to send thousands of letters at once is possible to make in one click. It is the great advantage of cold letters but at the same time their con.
The features that make cold email such a powerful tool attract all kinds of scammers and spammers. Therefore, if you plan to use this technology to promote your business, you need to ensure that:
- your emails will not get into the spam folder and stay unnoticed by users;
- your emails will not be regarded as spam at the state level;
- your emails will not be recognized as spam by users (like due to irrelevant content).
*CAN-SPAM Act is the most famous commercial email legislation. Familiarize yourself with its contents before starting an email campaign.
In this article, we have collected 6 smart tricks to create successful cold email templates and achieve high conversion rates. Read on to know!
1. Make a Research
The most effective cold emails are the relevant cold emails. If you do not conduct minimal research of the person you are writing to, all you do is throwing darts in the dark and praying for a miracle.
Without doing any research, how can you expect to know what your customers want? You should understand the interests of your potential client, why they might be interested in your product, and what unique angle you can use to enter this door.
Do not be lazy and spend time studying what precisely this person likes and what should attract their attention. After it, create a few personalized sentences depending on the found information. It can be anything! Here are some examples:
“I just saw some photos of your dog. She’s just gorgeous! What is her name? I’m also thinking of having a dog.”
“Congratulations! Receiving this award requires tremendous effort and hard work. I’m sure your family is proud of you.”
“It seems you are interested in yoga, aren’t you? Maybe you can advise me on a quiet studio near the city center?”
2. Refer to a Common Acquaintance
Completing this point will up your success at 50%. Judge for yourself, when you communicate with a stranger, they will always cause at least a little mistrust. But if you find out that you are talking with a friend of your friend, or a colleague of your relative, it will add some confidence.
Therefore, always try to find common ground with the person you are writing to for the first time. And the best option here is to have mutual acquaintances. It can be a yoga trainer, a former boss, a school teacher, etc.
If you don’t have mutual acquaintances but somehow met each other earlier, you can also mention this. It can be a business conference, advanced training, workshop, or something else. Use any possible connections but do not be intrusive.
3. Add a GIF
We bet you did not expect this! For some reason, this technique is not very popular but very effective.
Remember, your main goal is to attract the client’s attention, and what can be more winning than a GIF? Of course, this should not be a random image of a kitten, but rather a more thoughtful solution. However, in some cases even “cat gifs” can work better than extended and tedious sentences.
Discuss this issue with your graphic designer and ask them to create a relevant and attractive gif for your cold email.
4. Make Your Email-Signature Stand Out
It doesn’t matter if you sent a cold or warm mail. You should always have a ready-made email signature to attached. An ideal signature should contain personal data, photo, links to your website, call to action, and a banner with relevant information.
If you are not using this marketing tool yet, then you are literally losing new customers. Mail signature is essential for building trust with users and an excellent method to create a positive image of your brand company. You can use a free email signature generator to create your own in the right size and format. It only takes a couple of minutes.
Psychologists claim that most people remember only the first piece of information and the last one. So, the free email signature is the last thing that the recipients will see in your letter, and exactly the one they will remember!
5. Offer Value in the First Paragraph
As we mentioned above, users usually remember only two parts of information:
- the last is your email signature;
- the first part is the first few sentences.
Try to offer the recipient some value already in the first paragraph. They should feel that reading your cold email has somehow improved their day. Maybe it just made them smile, but this is already a definite achievement. Returning to our third tip, you can add a cool gif and write something beautiful to your recipient. Sometimes, this will be enough.
Another way to stand out is to offer the client an effective way to solve their problem. Refresh your own customer requests and try to figure out how you can improve their life. And remember, if you sent the client a link to official documents, do not force them to fill out any forms in order to gain access to them. It is a waste of time.
6. Keep Your Mail Short and Structured
Cold letters should be as short as possible. At the same time, it should give the reader enough information to make an informed decision: should they pay attention to the proposal or not.
How short should it be? Some marketers write no more than 10 sentences (2 paragraphs) when others can write only 2-3.
Optimization of cold letters for a mobile format requires even more brevity. As a rule, professionals are advised to fit into 80-100 words, but it is wise to avoid strict regulations. Your letter should be long enough to initiate the beginnings of a future relationship between you and the recipient.
At the same time, do not fool yourself into thinking that your recipient needs a detailed company history or list of awards you have ever won. There is one simple way to shorten the letter: you just need to get rid of greetings and goodbyes.
There is a vast difference between bad and good cold emails. While the first is annoying and frustrating to the reader, the last may be useful for them and benefit for you. So, feel free to use our 6 tricks to create only good cold letters.
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