Does cold emailing even work for small business?
The concept of a cold email strategy is simple: first, you find people who may be interested in your product or services.
Then you get their email address and tell them why your solution is the best option for them.
So, yes, it works great for small businesses as well as enterprises.
But why use cold email? Doesn’t that just annoy people?
Why Cold Email?
Although it can seem intimidating, cold email is one of the best ways to generate business opportunities in 2020.The main upside of having a cold email strategy is its scalability.Click To Tweet
Cold calls take up a lot of your time. But cold emails are much quicker and can be just as effective.
Cold emailing works because:
- It’s direct
- It gets your name out there, even if leads don’t bite
- You’re able to personalize your outreach
- It’s easy to measure
- It actually converts leads to customers
But where do you find these leads?
How To Generate Leads
To have a cold email strategy, you need leads. And to generate those leads, one of the most effective tools is LinkedIn Sales Navigator.
Use Sales Navigator Advanced Search to easily find people by industry, location, professional background, keywords, and other filters. This will show you hundreds or even thousands of leads for you to contact.
Once you get the email addresses exported, you can start to reach out with personalized emails.
Tips On How To Improve Your Cold Email Campaign
The key to a successful cold email strategy is to email at scale, not send mass emails. There’s a difference — and it’s an important one.
Keep it plain
I know you want leads to see your products and/or services right now, but including links in your opening email hurts you. Not only will spam filters probably block your email, but you also see a better reply rate.
That’s why you should use plain-text emails and avoid using any links in the first email.
A common culprit of this problem is the email signature.
Even though it looks cool and professional to have your website and social media profiles linked below your name, take those out.
Those are links you don’t need, and it will just clutter up your email.
There should be one call-to-action for the recipient: reply to your email (not scroll through your Instagram profile).
Write a catchy subject line
For you to get any responses, people have to actually open your email. Most people probably use the subject line to decide if it’s junk or worth reading.
That’s why the subject line shouldn’t focus on you and your company. Make it about the recipient. It should almost sound like you’re emailing a colleague.
Try these subject lines:
- Quick question for you
- What are your 2020 goals for this quarter?
- How do you ______?
You could even go one step further and personalize your subject line by using the person’s or company’s name.
Focus on your opening line
Once the person opens your email (because of your amazing email title), the opening line is part of the first impression.
Don’t start out with “Hey, my name is Bill and I’m the Sales Director for…”
People don’t like to be sold to. And if you say you found them on LinkedIn and you’re “reaching out,” they’ll probably smell your sales pitch a mile away.
Instead, make it about them:
- “I saw that you were interested in…”
- “Congrats on the new job!”
- “Are you looking for…?”
Focusing on the opening line is especially important because many people check email on their phone.
So what you include in the first sentence (even the first half of the first sentence) is important.
That’s why you should preview your email on a mobile device before you send it.
Use an indirect ask
As great as your product is, nobody actually wants to “hop on a call” with you. At least not from the get-go.
Remember, these are cold emails. You’ve got to warm them up before making such a demanding ask.
The leads you’re contacting don’t have a lot of time, so a 15-minute phone call has to be worth it.
You’ll need to engage with them at least for a few emails.
So it’s better to soften your initial CTA. Ask a simple yes/no question, like one of these:
- “Do you want to hear more about how A can do B for you?”
- “Is that something you’re interested in hearing more about?”
- “Does that sound like something you’d want to talk more about?”<
Using these tips will immediately update and improve your cold email strategy. 2020 is looking very promising for your sales campaign.
Is your email strategy as effective as it could be? Compare what you’re doing with the advice in OptinMonster’s Email Marketing Made Simple: A Step by Step Guide [+ Examples].
Photo credit: Simon Berger, @8momentsinlife on Twitter – used for the background; edited in Canva.
Post originally published Feb 23, 2020; updated 6/24/21 for 2021 and to add an excellent resource for my readers.
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