Cold emails are a crucial part of the modern B2B marketing toolkit. No other channel compares with the level of targeting and scalability that this channel provides. That’s why it’s important for us to learn how to create and send cold emails that get responses and get the job done.
One of the biggest mistaken beliefs in B2B marketing is that cold emails are the same as spam emails. Some marketers wrongly think that emailing people out of the blue isn’t a good way to get a response or start a relationship.
But the main purpose of an effective cold email is to build relationships with people who can potentially benefit from what you’re offering. It’s the misuse of emails exclusively as a selling tool that turns it into junk mail.
Cold emails should be relevant, personalized, and value-driven. That’s the key to generating responses and conversions from this channel. Here are four ways to make this happen:
Avoid the spam folder at all costs
To get a response or conversion, your cold email needs to make it into the inbox first. This is easier said than done, as over 20% of commercial emails fail to reach the inbox, 6% end up in the spam folder, and 14% get blocked altogether.
To help ensure your cold emails arrive in your recipients’ inbox:
- Clean your email list regularly
- Steer clear of known spam keywords and triggers
- Build and maintain your sender reputation
Learn a little subject line magic
After your cold emails reach the inbox, the next important thing it needs to accomplish is to get noticed. With an average of 121 new email messages hitting their inbox every day, office workers have a lot on their plate when it comes to emails.
A catchy subject line is sometimes all that separates success and failure in cold email campaigns. Although there’s no hard-and-fast rule for coming up with great subject lines, here are a few things to consider:
- Including the recipient’s name in the subject line boosts opens by 22%.
- A/B testing your subject line tactics can increase open rates by almost 50%.
- Around 35% of recipients open emails based solely on the subject line.
- While the subject line length doesn’t really affect opens, it does impact replies (shorter subject lines fetch higher reply rates).
Craft your email for skimming, not reading
So a recipient opens your cold email. Now what? Once you grab your target recipient’s attention, it’s now up to your email content and design to make the contact stick around.
One key thing to remember here is that people don’t read emails. They simply skim through. In fact, 81% of people only skim the content they read digitally. Your email’s content and design should be crafted based on this behavior.
- Keep your copy between 50 to 125 words
- Break blocks of text into smaller paragraphs
- Use headings, bullets, and lists
- Make your CTAs stand out
- Adopt a mobile-first email design mindset
Pay close attention to how you close your email
Your email closing line is just as important as your subject line. The closing line often serves as the clincher that convinces the recipient to take action.
Your cold email’s click-through, reply, and response rates depend to a huge degree on your closing line. Here’s how you should tweak your closing and why:
- Use the recipient’s first name again in the closing line (mentioning the recipient’s name more than once in an email generates above-average reply rates)
- Close with a single, clear action (emails with only one CTA get almost 4 times more clicks)
- Thank your recipients (closing with a thank-you results in up to 65% higher reply rates)
Conclusion: There’s no secret formula for creating cold emails that get responses and conversions. But you can vastly improve how cold emails perform by sticking to a few proven best practices.