Creating an Effective Cold Email in Today’s Business Climate

Tags

, , , , , ,

The current business landscape today can make communication trickier and more challenging. In the online world, it is especially prudent to have a means to reach out to customers without making your message look like another part of the spam network. How do you create a cold email that is distinct and reachable to audiences? Here are several approaches you can apply to your email strategy.

Use a Personal Approach

Any target customer has likely seen and been reached out to by hundreds of cold emails on a daily basis. When they see another cold message that does not directly engage or speak to them, then it can simply get tossed into the trash bin. One way to make these messages more reachable is to headline them with a more personal touch. An example is to include the name of the person you are reaching out to in the subject line of the message. In addition to including the person’s name, you can share an additional piece of news about their occupation, subscription, or an interest they have. These practices can reduce the generic feel of a message and improve your chances of engagement from the person.

Reduce Assumptions

An email message can be less effective if it makes unnecessary assumptions about the recipient. Before reaching out to a person, it is important to determine whether they are a good fit for your solution or services as well. If the prospect has subscribed to a current promotion or product that is relevant to what you can offer, then it is more likely they will respond to your email. You can also ask pre-qualifying questions that can determine whether they have a need for your products and services. Once a prospect has demonstrated a need, you can follow up on the conversation through email.

Have a Defined Customer Profile

It is important to understand what type of customer best correlates with the services and solutions you are offering. Email outreach will be more effective when it reaches the right person – and defining that type of person is important. Identify the base market and obtain additional information such as the challenges your defined customer is looking to resolve. If you have a solution that can fit with what a customer is looking for, then you can analyze additional factors such as location and demographics to fully finalize the ideal customer profile.

Avoid Unnecessary Message Length

In many cases, a message that is too long can make it more likely that a person will skip reading or responding to it. Very few individuals have the time or attention capacity to spend reading a long letter, especially a cold one. While you may want to add as many details about your product or offer as possible, it is important to recognize your customers’ attention span as well. Focus instead on finding shorter sentences that can convey the primary value of your product and tie your message around them. A strong headline can be worth more than a long paragraph. By shortening your messages but creating more impact with the few words you have, you can improve the response rate.

As businesses are moving more into the email space in communications, it is important to recognize the strategies you have at your disposal to engage with your customers. With cold emails, a strong leading message is one that is personal, short, and appeals to a defined customer profile. By adopting these strategies into your email marketing plan, you can improve the response rates of your messages and maximize engagement with your customers. As you work with your team in shaping your marketing strategy, consider implementing these messaging tips as well.


Join our Dealer Program