How to Conquer Cold Email Outreach

Chris Delany

Partner

A cold email is an email sent to a potential customer that you have no previous relationship with. It’s similar to a cold call, but it’s less obtrusive because the person can read and respond on their own time. A cold email might sound like spam, but there is a difference. Cold emails are personalized emails sent to a targeted customer, while spam emails are impersonal emails sent out in bulk.

A cold email outreach program can supply your business with new lead opportunities. Below, we share a few tips on conquering cold email outreach.

Write to Your Target Customer

Put yourself in the customer’s shoes to create an email that is relevant and useful to them. What problem does your customer want to solve? How can your product or service help solve it? Use natural, conversational language that relates to your audience. People are more likely to listen if you’re engaging in a genuine conversation, not giving a marketing speech.

Use Personalization over Pure Automation

You don’t need to go overboard with personalization, but you do want the recipient to feel that the email was intended to go to them. Personalization works best when you’re working on a small scale. If you can, add in the recipient’s name. If you can’t, that’s okay too. It’s most important that the content is relevant to the customer’s needs and pain points.

Include Contact Info in Your Signature

In your signature, include all of your contact information. Add links to make it easy for leads to find your LinkedIn page, website, etc. Give recipients a direct phone number to call you on, as well as your email address. When customers have multiple methods of contacting you, it is easier for them to reach out, and they are more likely to connect.

Avoid Images

Images are usually recommended for marketing materials, but in the case of a cold email, we suggest leaving them out. Images can hurt email deliverability. Instead, point readers to a landing page that provides you with flexible space for adding images, infographics, or videos.

Follow Up with the Recipient

If your prospect doesn’t reply to your initial message, follow up with them. They may still be interested in your product or service but didn’t have time to respond. You can also include a short note at the bottom of the email asking them to verify that they are the right person to speak with.

Split Test Your Emails

Try different calls of action, giving more or less details, adding in different links, and more. Split test these elements to see what works best for your target audience. There is no such thing as a perfect cold email. You should continue to test and optimize your emails for the best performance.

Cold email outreach can be an effective way to reach a new audience. It’s different from spam, especially when you personalize the email and send it to a targeted audience. By following the tips above, you can craft an effective cold email outreach program that drives new business.

 
About the Author: Chris Delany
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