As the weather starts to cool off, it’s an appropriate time to talk about cold leads, specifically how to get the most out of your cold emails. A cold email is essentially an attempt, through written word, to make a stranger care about something you have to say or sell, and if you’ve ever tried to do this, you know just how difficult it can be. Just think about all those persistent mall vendors who have tried desperately to reel you into their booth – were they successful? Probably not. Convincing a stranger to listen to your pitch will always be challenging, but if you follow these rules, you just might be able to turn some of those cold leads into warm ones.
Rule #1 – Be Concise. Because the person you are emailing doesn’t know who you are, their attention span will naturally be short. Your initial email, then, must be as concise as possible. If you don’t spark the reader’s interests within the very first sentence, your cold email is likely doomed for the digital trash bin.
Rule #2 – Be Deliberate. Cold emails should never be sent to people who won’t care about the content of your email. Convincing someone who should care about what you have to say is hard enough. Convincing someone who simply does not care is impossible.
Rule #3 – Make Them Care. If you’ve chosen your audience deliberately, there will be a way to spark their interest – you just have to figure out how. Many people make the mistake of focusing too much on themselves and not enough about the people receiving the cold email. You may have the perfect product or service for them, but if you don’t convey that to them quickly – trash bin. If you’re trying to sell a blanket to someone who’s cold, don’t waste time talking about the quality and origin of your blanket, just say, “Hey. You look like you could use a warm blanket. Let me show you something…” This may seem like an oversimplification, but most cold emails stay cold because they fail to quickly address the need of the reader.
Rule #4 – Don’t Be Pushy. In order for your cold email to be successful, you obviously need a call-to-action, but be weary of a CTA that requires too much too soon. Your CTA should allow readers to learn more on their own time and without much commitment. If you’ve successfully drawn someone over to your booth, the last thing you want to do is to ask them to sign up for something before they are completely sold. Instead, let them navigate your product or service on their own so when they are ready, you can deliver.
Rule #5 – Follow Up with Those Who Care. If you successfully crafted your initial cold email, you will have sparked some interest. Chances are, those who engaged with your email may not have gone as far as you would have liked – but that’s okay. When sending a follow-up email to these people, make sure to stick to Rules 1 through 4, only this time you can create a CTA with a higher level of commitment. If you’ve don’t it right, the recipient will feel more thankful than irritated.