If you’re in sales or Marketing, it’s likely that cold emails are a big part of your lead generation strategy. However the open rate is an average of 20% and the response rate can be as low as 1%!
But don’t despair, there are plenty of simple ways in which you can make them much more effective, better speak to your audience and increase your open and response rate.
Email marketing shouldn’t be about selling your product, but instead about communicating value with your audience. Your goal should be to spark interest, create awareness, build trust in your expertise and start a conversation to show you understand their needs and pain points. They should not be about making an instant sale.
Here are 8 useful tips you can use next time you are writing and sending out a cold email that people will actually read and respond to.
1. Keep Subject Lines Short + Clear
Aim for 1-3 words max and avoid clickbait or AI generated words that come across as spam. Go for something that feels human and makes the reader curious enough to open. Avoid pushy or gimmicky subjects and instead focus on the readers needs or challenges.
For example: Here’s 10 ways you can improve your sales for no cost.
2. Start With a Specific Opening Line
Be specific and use real research to personalise your outreach. Emails with data and % rates at the start get a much higher response rate. Use their name, mention something that is relevant to their business, and address pain points you know they face. People are way more likely to reply when they know you have taken the time to understand them!
3. Stay Relevant
It’s good to personalise your outreach but only if it serves value and is relevant to the reader and their business. Make sure what you are saying actually helps the reader with their goals. It’s a good idea to segment your lists to various audiences – this way you can match content to their specific needs and not send a one size fits all.
4. Highlight the Value
Now is your chance to show how you can help solve their problem by showing reliable results. Use case studies, facts and data. Help them understand how things will change for them if they consider working with you.
5. Include a Straight Forward Call to Action and Lead Magnet
Your reader has just spent their time reading your email, so it’s important to make the next steps easy by suggesting something simple. Avoid pushing an immediate action and putting too much pressure on the reader. Including a free lead magnet increases the response rate by 67%!
Make sure to also offer them a chance to opt out.
6. Optimise for mobile
Most people view emails on their phones, so making sure your text is readable on all devices is a must. Keep text short, scannable and always test your email on mobile before hitting send.
7. Focus on One Goal at a Time
Make sure to use simple language, no jargon. Address a singular problem and avoid overloading information on multiple topics. One email = one message. It should be easy for them to understand exactly what it is you’re offering.
8. Avoid Spam Filters
Avoid heavy images, capital letters and overloading with links. Use a personal email address (better to use tracy@ rather than sales@) or one that is recognisable to others and test your domain before sending large campaigns.
Cold emails don’t have to be complicated! You just need to aim to keep it human, client focused, about one subject and relevant to your audience. When you follow these simple tips, people are more likely to open your email and respond to what you have to say and offer.
Check out our YouTube video on how to write effective prospecting emails:
If you are interested in sales training please contact Sales Training International on +44 (0) 1704 889325 or email info@salestrainingint.com for more information.
