How to Craft Cold Emails That Convert


Marcy Blevins

Nov 27, 2023


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As a small business owner, you know the value of effective communication, especially when it comes to reaching out to potential customers or partners. Cold emailing, a method of sending unsolicited emails to people who have not expressed interest in your products or services, can be a powerful tool if done right. In this blog, we'll explore cold email best practices and how to craft emails that not only get opened but also convert.

Why Cold Emails Matter

Person sending cold emails

Cold emails are like digital cold calls. But unlike cold calling, emails allow the recipient to respond at their convenience, making them less intrusive. A good cold email can open doors to new business opportunities, partnerships, and sales. Understanding cold email best practices is crucial to ensure your efforts yield results.

The Art of the Subject Line

Crafting an effective subject line is critical in cold emailing. It's the first thing your recipient sees and often determines whether your email gets opened or ignored. Here are some key tips to perfect your subject line:

  1. Keep it Short and Engaging: Aim for a subject line that is brief yet captivating. Ideally, it should be under 50 characters. This brevity ensures that it's easily readable on mobile devices as well. Use action-oriented language or pose a compelling question to pique the recipient's interest.
  2. Avoid Spammy Words: Certain words and phrases can increase the likelihood of your email ending up in the spam folder. Terms like free, guarantee, no risk, or exclusive offer are common triggers for spam filters. It's important to steer clear of these to improve your email's chances of reaching the inbox.
  3. Create Curiosity: Your subject line should spark curiosity. Try to introduce an element of intrigue or urgency without being misleading. For instance, mentioning an upcoming deadline or a recent trend relevant to the industry can prompt the recipient to open the email to learn more.

Crafting the Body of Your Email

The body of your cold email is where you make your pitch, and it's crucial to get it right. Here are some detailed strategies to ensure your email content is compelling:

  1. Be Clear and Concise: The body of your email should be straightforward and to the point. Begin by introducing yourself and your reason for reaching out. This introduction shouldn't be more than a couple of sentences. Avoid long-winded explanations or overly complex language. Remember, the goal is to communicate your message quickly and clearly, as recipients often skim through emails.
  2. Highlight Your Unique Selling Point: This part is crucial. What makes your product or service stand out? Be specific about the benefits and how they differ from what's already on the market. Use clear examples or brief case studies. If you've written about unique selling point examples in your blog, link to it for a more detailed explanation. This not only provides more information to the recipient but also drives traffic to your website.
  3. Focus on Their Needs: Tailor your message to address the recipient’s specific needs or pain points. Show that you understand their challenges and explain how your product or service provides a solution. This approach shifts the focus from a sales pitch to a value proposition. Use phrases like I noticed that, given your interest in, or our product can, to demonstrate this alignment with their needs.
  4. Incorporate Storytelling: If possible, use a short story or anecdote that illustrates your points. This could be a success story from a current client or a brief narrative that highlights the effectiveness of your solution. Stories can be more engaging and memorable than straightforward facts.
  5. Professional Tone and Proofreading: Maintain a professional tone throughout the email. Before sending, proofread your email carefully to avoid typos and grammatical errors, as these can undermine your credibility.

Personalization is Key

Man selecting one person

Personalization is a crucial aspect of cold emailing that can significantly impact the effectiveness of your outreach. Here's how to master it:

  1. Research Your Recipient: Take the time to learn about the person you're emailing. This means going beyond just knowing their name and job title. Dive into their company's recent activities, press releases, blog posts, or even their LinkedIn profile. This research will help you understand their business, industry challenges, and potential needs. Use this information to tailor your message, making it relevant and impactful. A message that resonates with the recipient's current situation or business objectives demonstrates your genuine interest and commitment, setting you apart from generic senders.
  2. Use Their Name: Start your email with a personalized greeting using the recipient's name. This simple act can make your email feel more like a one-on-one conversation rather than a mass marketing message. Personalization doesn't stop at just using the name; it extends to the entire tone and content of the email. Address them as you would in a professional meeting, with respect and recognition of their status and expertise.
  3. Referencing Specific Business Aspects: Mention a recent accomplishment of their company, a new product they've launched, or an article they've written. This shows that you've done your homework and are not just sending a blanket email to a long list of recipients. For example, you could convey: I was impressed by your recent [specific project or achievement] and see a great opportunity for us to collaborate by [fill in information].
  4. Customize Your Value Proposition: Align your offering with what you've learned about their business. For instance, if you're reaching out to a retail business owner, talk about how your service can enhance their customer experience or streamline their operations based on the specifics of their business.
  5. Avoid Over-Personalization: While personalization is important, there's a fine line between being relevant and being intrusive. Stick to professional details and public information about the company and the individual.

Call to Action

CTA - Call to Action

The Call to Action (CTA) in a cold email is not just a final step but a crucial element that can significantly impact the recipient's decision to engage with your business. To make your CTA as effective as possible, consider the following aspects:

  1. Direct and Specific Instructions: Your CTA must be unambiguous and straightforward. Tell the recipient exactly what action you want them to take. Phrases like, Click here to schedule a call or, Visit our website for more details, are clear and direct. Ensure that these instructions are simple to follow and do not require too many steps, as this can deter potential engagement.
  2. Visibility and Accessibility: The CTA should be one of the most noticeable elements in your email. Whether it’s a button, a link, or a simple line of text, make it stand out. Consider using contrasting colors or bold text to draw attention. If your CTA is a link, verify that it works correctly to avoid any frustration on the part of the recipient.
  3. Encourage Immediate Action: Create a sense of urgency or immediacy in your CTA. Encouraging quick action can be the difference between a conversion and a missed opportunity. Use phrases like, Book your spot now or Get started today, to prompt immediate responses. However, ensure that this sense of urgency doesn't come off as pushy or aggressive.
  4. Align with Your Offer: The CTA should be a natural next step from the body of your email. If you’ve discussed a specific service or product, make sure your CTA is directly related to it. For instance, if you’re offering a free trial, your CTA should lead the recipient to sign up for this trial. This alignment ensures a smooth transition and makes it more likely that the recipient will take the desired action.

Timing and Frequency

The timing and frequency of your cold emails play a significant role in their effectiveness. Here are some key points to consider:

  1. Optimal Sending Times: Research has shown that Tuesdays and Thursdays are the best days to send out cold emails. The reason behind this is quite straightforward: Mondays are usually hectic, as people are catching up from the weekend, and Fridays are when the week is winding down. Midweek days strike the perfect balance when recipients are more likely to be engaged with their inboxes. Moreover, aim to send your emails in the morning, preferably between 8 am and 10 am, when people are starting their workday.
  2. Follow-up Email Strategy: While follow-ups are essential in cold emailing, it's important to strike a balance. Overdoing follow-ups can be counterproductive and may lead to your emails being marked as spam. A good rule of thumb is to wait for a week before sending a follow-up email. Limit your follow-ups to two or three at most. Each follow-up should add value or provide new information. Avoid sending repetitive messages, and always express gratitude for the recipient’s time and consideration.

Testing, Optimization, and Measuring Success in Cold Email Campaigns

Achieving success in your cold email campaigns involves a combination of careful testing, optimization, and constant measurement. Here's how you can effectively implement these strategies:

  1. Test and Optimize Subject Lines: The subject line is the first impression of your email. Experimenting with different subject lines is crucial to capture the attention of your recipients. Conduct A/B tests to see which subject lines garner the most interest. This involves sending out two variations of your email, each with a different subject line, to a small segment of your audience and analyzing which one has a higher open rate. Keep track of these open rates as they provide valuable insights into what resonates with your audience.
  2. Experiment with CTAs: The Call to Action in your email prompts recipients to take a specific step, like visiting your website or scheduling a call. Testing different CTAs is essential to understand which ones lead to higher conversion rates. Experiment with varying the language, placement, and design of your CTAs. A/B testing can be particularly helpful here too. For instance, you might try two different CTAs in your emails to see which one drives more clicks or responses.
  3. Track Open and Response Rates: Utilize email marketing tools to monitor how many people open your emails and respond. The open rate is a key metric that helps you gauge the effectiveness of your subject line, while the response rate gives insights into the overall effectiveness of your email content. These metrics are crucial for understanding the performance of your cold email campaign and are indispensable for making informed decisions about future strategies.
  4. Comprehensive A/B Testing: Extend your A/B testing beyond just subject lines and CTAs. Experiment with different body copies, email formats, and even sending times. By comparing two versions of an email, you can determine which elements are most effective. For example, you might find that a more concise email body leads to a higher response rate or that emails sent on a particular day of the week perform better.

Building a Relationship

Business people doing a handshake

Cold email best practices are about initiating and nurturing a long-term relationship so that it leads to a sale and potential opportunities in the future.

  1. Beyond the Sale: Focus on building a rapport with your recipients. Show that you value them not just as potential clients but as partners. This can involve offering helpful advice, sharing industry insights, or providing solutions to their specific problems. Show genuine interest in their success and be a resource they can rely on.
  2. Case Studies and Testimonials: Sharing case studies or testimonials can significantly boost credibility. These success stories demonstrate the effectiveness of your product or service and build trust. When recipients see tangible results from others, especially in similar industries or with similar challenges, it can be a powerful motivator for them to engage with your business.

Cold Email Templates

Utilizing templates as a starting point for your cold emails can be a significant efficiency booster, but it's the personal touch that truly makes a difference.

  1. Start with a Template, Then Personalize: Templates serve as a helpful guide, providing a consistent structure and ensuring that key elements are not overlooked. They are particularly useful in maintaining brand consistency across all communications. However, the real power of a cold email lies in its personalization. Tailoring each email to the specific recipient can significantly increase your chances of getting a response. This can be as simple as mentioning a recent news article relevant to their industry or acknowledging a recent achievement of their company. Such personalization demonstrates that you have invested time and effort in understanding their needs and challenges, making your email more relevant and engaging.
  2. Keep It Professional: Even with personalization, it's crucial to retain a professional demeanor. The language should be respectful and courteous, avoiding overly casual phrases or jargon that might not be familiar to the recipient. The format of the email should be clean and easy to read, with a clear font and logical structure. Break up long paragraphs into shorter ones to enhance readability.
  3. Email Signatures: A professional email signature represents a part of your brand. It should include your full name, position, company name, and contact information. Adding a link to your LinkedIn profile or company website can provide recipients with easy access to more information about you and your business.
  4. Visuals: Consider the visual aspect of your emails. If your brand has specific colors or a logo, incorporate these subtly into your email template. This helps reinforce your brand identity and makes your emails stand out in a crowded inbox.

Remember, cold emailing is about starting a conversation, not making an immediate sale. If you are interested in more information about increasing contacts via email for your online marketing business, contact E-Marketing Associates.

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