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Cold Email Strategy: How to Update Yours for 2020

February 23, 2020 By Brooklin Nash 30 Comments

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?

Table of Contents

  • Why Cold Email?
  • How To Generate Leads
  • Tips On How To Improve Your Cold Email Campaign
    • Keep it plain
    • Write a catchy subject line
    • Focus on your opening line
    • Use an indirect ask
      • Brooklin Nash
      • Latest posts by Brooklin Nash (see all)

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.

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Brooklin Nash

Brooklin Nash heads up content for Wiza, a sales prospecting tool focused on LinkedIn Sales Navigator and cold emails.
My Twitter profile

Latest posts by Brooklin Nash (see all)

  • Cold Email Strategy: How to Update Yours for 2020 - February 23, 2020
  • AOV vs. LTV: Why Customer Lifetime Value Matters Most - August 4, 2019
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Filed Under: Email Marketing Tagged With: cold email, outbound marketing

Comments

  1. Omar says

    June 16, 2020 at 9:55 am

    Yes, yes, yes! This is just what I needed! This is email strategy, will work when I try it out. Hopefully.
    I just always get ignored when I email people.
    Omar would love you to read ..Is the new gaming service – Stadia on the verge of collapsingMy Profile

    Reply
  2. George says

    April 10, 2020 at 2:17 pm

    Very informative article! I would love to read some more details about tools that we can use to automate this process.
    George would love you to read ..New Homepage – Latest Review & Bonus PageMy Profile

    Reply
  3. John says

    April 2, 2020 at 3:11 pm

    Hey Brooklyn,

    Thanks for a great article, email strategy in this day and age of instant communication tools like Slack and Skype is certainly not dead when it comes to marketing!

    Cheers,
    Wim
    John would love you to read ..8 Free Domain Authority and SEO Reporting Tools To Boost Your SEO!My Profile

    Reply
  4. Rishav says

    March 18, 2020 at 2:13 am

    Really helpful to those who face difficulty in email marketing,I am also in this category because I have been doing email marketing for 1 years but the problem is that I could not generate lead generation. So this will help to me and those who face the same.
    Rishav would love you to read ..Best camera phones in 2019My Profile

    Reply
  5. Al Taresh Amer says

    March 17, 2020 at 12:04 am

    Nice piece of article, would someone advice on my email marketing strategy for immigration business in Dubai.

    Reply
  6. Sameer says

    March 16, 2020 at 3:13 am

    This is a very important piece for those who are considering to approach people through email. If done right as you explained it could feel like a personal message to one and it would sound genuine. If your tip and tricks mentioned are brought into implementing this email activity could bring the personal touch unlike other marketing activities that appeal to masses but look like yet another random ad that would generally piss off the receiver.
    A nice article and more importantly a very relevant one. Thanks for this mate.
    Sameer would love you to read ..CTET Eligibility DetailsMy Profile

    Reply
  7. Himanshu Rai says

    March 16, 2020 at 1:24 am

    Hey Brooklin Nash,
    Email is the best conversion way in the market. Cold marketing is old but effective way. Most of the time companies don’t have email list of clients, in such case cold marketing is the best option to reach their clients. Your information is one of the best pieces of work I have come across. Thanks for the post.
    Himanshu Rai would love you to read ..Blog Post TitleMy Profile

    Reply
  8. Dani Mayo says

    March 15, 2020 at 11:50 pm

    I have been doing e-mail marketing for the last 2 years, but my open rate is always less than 15%. i don’t know what to do i have done everything which you mentioned
    Dani Mayo would love you to read ..Protected: [ BREAKING NEWS ] Government steps up plans for Office Shut down!My Profile

    Reply
  9. Salman Khalid says

    March 15, 2020 at 5:16 am

    Lead generation is the most difficult part for me but this strategy to lead generation is amazing and it is far better then those strategies i have already tried. Thank you for sharing this.

    Reply
  10. Zara Larson says

    March 14, 2020 at 6:49 am

    Having an important connection with subscribers is essential, I will definitely follow your guide with my list.
    Zara Larson would love you to read ..Top 5 Best Budget Gaming Mice in 2020My Profile

    Reply
  11. Tammy Bates says

    March 11, 2020 at 7:45 pm

    This is some really good information. I’ve run into problems with trying email marketing in the past but this seems like a good way of doing it right.

    Reply
  12. Alex Martin says

    March 9, 2020 at 6:09 am

    Thankfully I want to say that your job is great and this is helping all newbies.

    Reply
  13. Samuel says

    March 8, 2020 at 1:52 am

    Great Idea! I have a blog and I need this. I will apply email strategy and power. I got a direction from your blog.

    Thanks Brooklin for your essential tips and tricks.
    Samuel would love you to read ..Yoga Tips for Beginners: Important Poses, Sequences 2020My Profile

    Reply
  14. Mark Smith says

    March 4, 2020 at 3:04 am

    Wao I just want to say that. It is very amazing and interesting to adopt these changes in 2020 to be at the top of te list.

    Reply
  15. Jill Everson says

    March 4, 2020 at 1:26 am

    I stop doing it quite a while ago… but yeah some of friends still doing it… and I don’t know I always concerned about the conversion rates it followed…
    Jill Everson would love you to read ..What’s The Best Driver Shaft for 105 MPH Swing Speed?My Profile

    Reply
  16. vafa says

    March 1, 2020 at 1:12 pm

    very good strategy thanks i share that.
    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.

    Reply
  17. Rahual says

    February 29, 2020 at 1:11 pm

    Thanks for sharing such nice information. How To Generate Leads is very helpful

    Reply
  18. tanish chopra says

    February 28, 2020 at 11:39 am

    Really thanks for the information. Much needed information. Please upload more content related to this.
    tanish chopra would love you to read ..How To Build High-Quality Backlinks?My Profile

    Reply
  19. ken nnoli says

    February 28, 2020 at 1:51 am

    I will have to out this into use asap.

    I have email subscribers and many of them at that but just recently they started going cold and dull and doesnt respond to emails and outreachs as before but I will rekindle the flame in just a few steps stated here.

    Thanks for this awesome content I do really appreciate it.
    ken nnoli would love you to read ..EdailyPay Review; How About Making 10k Weekly? Read to Know HowMy Profile

    Reply
  20. Asif Shaik says

    February 28, 2020 at 12:10 am

    Before reading this article, I thought that email marketing does not work. But after reading this article I changed my mind. Email marketing works if we implemented it properly.

    Reply
  21. Daniel says

    February 27, 2020 at 10:38 pm

    Brooklin Nash

    Thanks for Sharing the Helpful blog for latest E-mail strategies.

    Reply
  22. Bibi says

    February 27, 2020 at 4:21 pm

    Really valuable advice! Our team is starting to focus more on email marketing, and I think the information you shared will go a long way with them! I will pass this information on.

    Reply
  23. Akshay says

    February 27, 2020 at 11:12 am

    Hii,
    Email list is a very crucial element in blogging, especially affiliate marketing. And your cold email strategy is wonderful. I’m very impressed to get to know about it.
    Thanks for sharing such nice information.
    Akshay would love you to read ..Bheeshma 6th Day Box Office CollectionMy Profile

    Reply
  24. Moss Clement says

    February 26, 2020 at 8:19 am

    Hi Brooklin,

    Beautiful piece of content you have here. Your subject and opening lines are the two most vital elements if you want your emails to generate ROIs. With an irresistible subject line, recipients will open to find out what’s in it for them. And when your opening line is compelling enough, there is no doubt that consumers will read it through and take your desired action. In fact, an email opening line is like the intro of a bog post. It has the power to keep readers on your site or make them leave right after they click. So it’s best to take some time to craft a masterpiece that will make email recipients consume the entire material.
    Thanks for sharing!
    Moss Clement would love you to read ..Top 9 Freelance Writing Websites to Find Writing Jobs in 2020My Profile

    Reply
  25. nhseven says

    February 26, 2020 at 4:46 am

    Thanks for the information given. Strategy is very helpful for me to get business expansions through this cold email.

    Reply
  26. Suchot says

    February 25, 2020 at 11:56 am

    This is great. The opening line is SO important and will easily make me tune out/delete or keep reading.
    Suchot would love you to read ..How To Eat Keto On A Budget + 22 Cheap Keto Recipes You’ll LoveMy Profile

    Reply
  27. Ali says

    February 25, 2020 at 10:03 am

    The only problem is that google and other email services straight put your email into spam box.
    Ali would love you to read ..Los Angeles 2019: Introducing Latest Wrist Watch BrandsMy Profile

    Reply
  28. Ripak says

    February 24, 2020 at 10:10 am

    Email marketing is the easiest and effective way to promote any business. So on email campaign, you have explained all effective tips that are very helpful for all newbies.

    Thankfully I want to say that your job is great for helping all newbies.
    Ripak would love you to read ..High DA Blog Commenting Sites List For Getting BacklinksMy Profile

    Reply
    • Gail Gardner says

      February 26, 2020 at 5:07 pm

      Hi Ripak,

      Blog commenting is a double-edged sword. While it can assist you in getting more readers if you use it wisely, especially with CommentLuv, it can also harm SEO efforts.

      It is much easier to get approved comments than it is to attract high quality links. This can lead to unnatural link profiles which can make a site lose rankings instead of gain them.

      I can tell whenever my site lands on a list like your because the manual spammers all show up. They’re wasting their time, though – at least here – unless they use a name in the name field and make a useful comment.

      Most of their comments get deleted for either being irrelevant, not making sense, not contributing usefulness to my readers or because they’re outright advertising (pure spam).
      Gail Gardner would love you to read ..How to Attract Organic Links and Mentions with ContentMy Profile

      Reply
  29. Yashavantha Yashu says

    February 23, 2020 at 10:21 pm

    Thanks brother, Your email strategy is very helpful.
    Yashavantha Yashu would love you to read ..NSWhatsApp 3d APK Download | 2020 Latest VersionMy Profile

    Reply

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