Cold emails have become the go to method for most current marketing professionals with as many as 59% of B2B marketers confessing that email is their most effective channel in terms of revenue generation.
So why is that? Well it’s simple really - There are many benefits that come with honing one’s emailing skills including:
A broader reach.
And personalized styles.
Common Mistakes to Avoid When Creating Cold Emails
Now contrary to popular belief, an email is not just an email and making sure you create one that ends up in the favorite folder instead of the spam folder is as essential as the need for the email in the first place. It comes down to more than checking your spelling and grammar. There are essential steps that need to be taken during each email creation as well as certain errors to avoid.
Some of the most common cold calling email errors include:
Inappropriate Audience Targets
Ever heard that saying it’s not what you say but how you say it? More importantly is who you say it to. One of the most common mistakes emailers make is not double checking who they are sending their content to. E.g. sending awesome retail fashion specials to a construction company or Sending the year’s sales stats to the tea lady. Making sure you aim in the right direction has always been your best bet to get that bullseye!
Now we all like a little colour and jazz especially when it comes to advertising. But despite what you may think, adding images to your emails is one of the worst things you can do. The reason for this is that many software systems have now been created to detect and reject any emails with images as spam, a big no no when you are trying to reach new clients. So instead of adding those colorful pictures to your content, use your incredible vocabulary to paint a picture and entice your audience.
Ignoring Message Statistics
An important thing to remember is that message statistic reports are there for a reason, they give us insight into the reaction we are getting from our approach, how many emails are opened and read, response rates and when these statistics are ignored as they often are the sender effectively loses a golden insight into how they can improve their procedure and become even more successful.
5 Important Steps to Creating A Professional Cold Email
Despite what some may or may not think one of the most important aspects of an email is it’s signature, apart from making it look nicer it is a crucial step that can and does make readers take notice. Something each and every salesperson needs!
And because The main purpose of an email signature is to establish professionalism with the client, there are a few very important points that should be kept in mind.
Included Legal Requirements
Making an email audience appropriate is only half of the equation when it comes to drafting the perfect template. There are a few important legal requirements that are involved too. In most countries, accurate and real contact details of the sender need to be included within the email to remain can-spam compliant, the email sender also needs to ensure they include a noticeable section providing an “opt out of subscription” option.
One of the main purposes of a professional email signature, especially from a marketing perspective is to create trust with the receiver. The email needs to appear smart, organised, professional and efficient in order to best make its mark and the intended outcome of the signature when a prospect scans the email, is that they immediately feel as though the email is coming from a real person in a legitimate business.
An important point to remember is even though an email might be the first step in communication it should always only be an introductory factor. The main aim should always be directing the client to your business and services. The best way to do so is by including a trusted link such as LinkedIn which may be whitelisted on many anti-virus softwares and is also trusted by the recipient of the email.
That All Important Booking Calendar
A fantastic way of looking organised and professional at the same time is by using a booking calendar option in your email structure. Especially in the initial states of contact, before trust has been formed client’s can react adversely to being ordered to sign up for future meetings. However, By casually adding a booking calendar link to the email signature you can subtly offer the client an appointment without directly asking them for it.
Tying All The Loose Ends
You need to remember that in most cases people lack both the time and desire to sit down and have to read through a drawn out email, especially when it comes from a complete stranger! Short, simply, sweet has always been a winning formula and one each email drafter should adhere to. Don’t drown the client with tons of information, keeping it to the point is essential. Make sure that in just a few glances they can learn exactly who you are, where you are from and what you can offer them. Make sure it’s easy for them to contact you and leave it at that!
Sometimes Marketing Is A Dish Best Served Cold
Cold emailing has always been a tough industry to thrive in, not just because of how saturated it’s businesses can be but because of the numerous odds stacked against each and every salesperson trying to make their mark. However, this should in no way discourage the optimistic thinker; if done right cold emailing can be the most rewarding challenge taken on. Yes it takes guts more that a little confidence and strategy. But when done right could guarantee an almost domino effect for all involved.
Like putting your best foot forward, it all comes down to how you do it! So when typing out your next big email, keep these points in mind then sit back and watch the beautiful petals of prosperity and success unfold.