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4 Tips to Write Cold Emails that Get Responses and Conversions

4 Tips to Write Cold Emails that Get Responses and Conversions

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:

 

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.

How to Personalize Cold Emails Beyond ‘Hi [FirstName]’

How to Personalize Cold Emails Beyond

image credits goes to the original owner

Most people (and ISPs) mistakenly lump cold emails as junk mail. One proven way to ensure your cold emails don’t end up in the spam folder is to personalize your message. Today’s post provides a step-by-step guide on how to personalize cold emails beyond the usual “Hi [FirstName]” tactic—and to do this at scale.

Cold emails remain the workhorses of B2B marketing. They’re a good way to start building a relationship with prospects, influencers, and business partners. Sadly, cold emails continue to get a bad rap from people and ISPs alike. That’s because a lot of marketers misuse cold outreach to send out bulk, unwanted, and irrelevant (read: spam) messages to unsuspecting recipients. Although cold emails are, by nature, unsolicited messages, it’s how they’re being used that turns them into spam.

There are several strategies for improving the chances of your cold emails reaching the right recipient’s inbox, but personalization is demonstrably one of the most effective. Applying personalization tactics that really increase your emails’ relevance improves deliverability by:

  • Avoiding bulk, generic email blasts, hence preventing setting off spam filters
  • Improving engagement rates (opens, clicks, replies, etc.), which also boosts sender reputation
  • Minimizing spam complaints, which also improves sender reputation

Of course, personalization does have its downsides, one of which is that it requires time and a lot of research. But personalizing your cold emails pays off. That’s why we’re sharing this short practical guide on how to personalize cold emails at scale.

 

Step 1: Create personas for your target audience

Personas help you precisely define who your target recipients are. With personas, it’s much easier to accurately target and segment your audience. If you haven’t yet identified personas for your target recipients, Marketingprofs suggests building ideal buyer profiles with the following info:

  • Role in the buying process
  • Fears and challenges
  • Drivers and motivators
  • Organizational goal and priorities
  • Problems and issues

 

Step 2: Build your cold email list

Now that you’ve identified your target audience personas, you’re going to use the generated profiles for finding contacts to include in your cold email list. If you already have an existing email contact database, the process involves simply filtering the list using the profiles’ attributes.

If you don’t yet have a current list to fetch records from, you can either gather the contacts through your own research or work with a third-party list vendor.

 

Step 3: Find relevant and relatable info for each recipient

IT’s now time to get your hands dirty. This step involves doing some (mostly) manual, tedious research. The goal here is to mine pieces of information specific to each recipient that you can then mention in your cold email copy.

Sales engagement platform provider PersistIQ recommends the “3 takeaways in 3 minutes” approach when determining what personal details to include in your research. The idea is to start with 3 personal facts about each prospect you can gather in 3 minutes. Each of these pieces of information should help you connect with that particular prospect. These include (but aren’t limited to):

  • Current location
  • Work history
  • School or university
  • Mutual connections

Other personalization snippets include:

  • Website
  • Blog post and articles
  • Company news and announcements
  • Social media posts

Append some or all of these pieces of prospect data onto the cold email list you generated (or acquired) in step 2.

 

Step 4: Craft the personalized email template

In the previous step, you gathered relatable prospect information for each recipient. Now, it’s time to write the email template (or templates) where the relevant personal facts will be inserted.

While we all have our own cold email writing styles, here’s a quick rundown of email personalization best practices to keep in mind:

  • Try to mention one of the personal facts on the subject line
  • Start the body by pointing out another relatable fact
  • Segue into the main portion of your message
  • End with a clear call to action

 

Conclusion

Personalized emails tend to produce better engagement rates (26% higher open rates, 14% higher CTRs, and 10% conversion rates). Not only that, personalization tends to boost deliverability and inbox placement, especially for cold emails. So, before doing your next cold email outreach, try a little personalization first.