Gosha Matavkin

How to Write and Deliver Cold Emails

What differ outreach emails from others and what are their advantages.
Cold emails are sent to optimize the work of the sales department. They are called "cold" because they are not sent to warm, meaning prepared, audiences. Their receivers are those who are not yet your customers and may not even be familiar with your project. The task of a cold email is to get acquainted, tell a potential partner about you, and most importantly, arrange a meeting with him.
Where to Find the Audience
One needs to build a database for the emails to launch the outreach. Mailbox addresses can be publicly available or purchased. One of the most popular sources of the contacts is the social network LinkedIn, where more than 750 million users from all over the world are registered. There also are other popular sources such as seamless.ai, hunter.io and snov.io.
But there are other options to find the right addresses: professional sites, special conferences, special groups in social networks. When the base is ready, it’s time to start sending the emails.
How to Organize Sending Emails
Let’s describe the process of working with outreach emails. For example, you have already found your target audience, understood its pains and know what solutions you can offer.
Write a text for the email
Tell about the opportunities for cooperation or your product/service as simply as possible.
Connect your mailbox to a special service
So that you can track the metrics of sent emails.
Wait for a response from the audience
If someone responds to the first proposal for a meeting, ok, great, start preparing it.
Repeat the process
One email is usually not enough for successful outreach, so cold emails are usually sent as chains: the first one is followed by the second, and then reminders can be sent too.
When the outreach email chain is launched, you can proceed to the analytics of its results. It will help you make the next chain more efficient.
What Metrics to Study
One more metric is the % of bounce rate. This is an indicator of emails that recipients have opted out of. If more than 5% of customers did not read your email, then you have a low-quality database. With these statistics, your emails can easily be sent into spam.
The main metric of the cold emails is the % of response emails (reply rate). Indicators from 5 to 20% are considered to be good, provided that a chain of emails (from 2 to 5) was sent.
The next metric is % of email openings (open rate). Although it is impossible to accurately track it, there are some useful things to find out. For example, thanks to a/b-tests, you can easily understand which email subject line catches the attention of the recipients, and which one does not work at all. A cool result is when the email was opened and read by more than 25% of recipients.
How to not be Reported as Spam
The golden rule of outreach emails is not sending more than 100 emails per day. This is a rule that must always be respected. Though for some reason your email can be sent to Spam even if you don’t break the rule. Here are life hacks on how to avoid it.
Send out emails only from a "warmed up" account
It is the address from which emails have already been sent.
No more than 10−15 emails per day in the beginning
If you are just starting to work with outreach emails, do not rush to send it out to everyone immediately.
Work with clients from a quality database
All addresses must be verified, and recipients must be valid.
If you receive a response, do not send the next email from the chain
For example, if the client responded to the 3rd email, do not send the 4th one.
Track % of emails that were not delivered
Get rid of invalid email addresses from the customer base and clean it out regularly.
Create cool texts for the emails
The recipient is more likely to respond to you after a pleasant, inviting email with an interesting offer.
What are the Benefits of Outreach Emails
Let’s discuss the marketing advantages of cold emails.
The way to expand the customer base
Cold emails work like a cold call, but take less time from the client, are easier to be repeated and, unlike the call, do not seem outdated.
Can be sent without the consent of the recipient, without breaking the law
We are used to the fact that Gmail and other mail services have the main requirement: the client must agree to receive emails. Outreach emails work by a different scenario.
The main metric is just % of email responses
The most important thing in outreach is to get a response from the client, and if the response is received, the campaign can already be considered successful. By the way, the range from 5 to 20% of responses is considered to be a good percentage.
Human voice in the text
Cold emails attract attention: a person respects that another person wrote to him, and it is not the same as being added to the list of recipients by a big company.
How to Write Texts for Outreach Emails
Say hello to the recipient at first and use personalization if possible. Add {name} at the beginning of each email to do this.
Afterwards, introduce yourself and tell the audience about your company. This should be done concisely so as not to turn the email into a story about your achievements, but at the same time present your company in the best way. Let them know that working with you is great.
Give you contacts. It will help to organize the meeting and discuss the details in advance. Or perhaps the recipient of your email will save your phone number or email address for the future and remember about it when he needs your services.
Show to the recipient that you know about his company. Demonstrate your special interest and tell him why your offer will be useful. Link to relevant cases in your work.
Offer meeting. For example, a Zoom call. It’s the best way to get to know each other and discuss the possibilities of working together.
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