The overall effectiveness of email marketing has been debated over the past few years. Some conclude that cold emails are simply ineffective and potentially a waste of time. The truth of the matter is that cold emails can be enormously effective, but they need to be planned out extensively.
Sending out emails haphazardly will never be beneficial to lead generation. Instead, you will need to gain as much information about your target and use that information to formulate a solid strategy. Below, you will learn 5 sales hacks on how to send out cold emails that will help and not hurt your sales pipeline.
1. Identify Consumers’ Needs or Concerns
Before trying to craft the perfect email, it is absolutely essential to learn more about the receiver’s needs or concerns. In all likelihood, you are trying to peddle a product or service that will fulfill the client’s needs. Is the client trying to find cost-effective advertising? Are they looking for a better way to save on time management?
You need to find the answer well in advance. Knowing about the client’s concerns will allow you to directly address those concerns in your cold email. Also, this will give you the ability to aggressively explain how your product or service will fill that void.
2. Hook Them In
Many businesses make the mistake of starting their cold email by writing about their company. This is true with LinkedIn inmails also. As soon as the potential client opens the email, they’ll identify it as a solicitation and hit the delete button. Instead, you should hook the reader in by addressing their concern or problem. Let them know precisely that you sympathize with their situation, and ease them into the sales pitch. This will keep the reader around for longer, while also giving them a thorough explanation of why they need your product or service.
3. Add Legitimacy With References or News
It is also important to remember that most consumers are very skeptical in this day and age. In order to convince them that you are a legitimate company with something worthwhile to offer, you need to carefully elaborate your legitimacy. This can be done by including a case study, which discusses your company or products similar to those that you are selling.
Alternatively, you may be able to point them directly to news articles that mention your company’s name in a good light. This will make the reader feel more comfortable and more inclined to respond to your email or visit your website. Remember, email is an important funnel in the sales pipeline.
4. Never Generalize
A lot of companies make the mistake of rushing the email construction process by generalizing everything. A generalized email will be majorly ineffective, because it closely resembles spam. Instead, you should try to include as many specifics as possible.
For example, use the receiver’s first name and explain your product or service in great detail. This will ensure that the receiver feels like they were actually meant to receive the email. Encourage them to reach out to you by responding to your email or visiting your social media pages.
Try to sound like a friend; you may be surprised to find that it is more effective than sounding ‘corporate’ or business-like.
5. The Call to Action
Finally, it is essential to end the email with an effective call to action. Make it clear that the receiver needs to invest in your company’s goods or services, and that it is in their best interests to do so. Make sure you provide them with instructions for doing so. Encourage them to respond to your email, place a phone call to your company or visit your website. You can even include a time-sensitive offer or promotion.
By strategizing and incorporating the tips above, you will be able to hook in the receiver, make them eager to buy, and finally convince them to react.