What do you say in a cold email?

When it comes to selling yourself, there are many ways to go about doing so. From LinkedIn and Facebook advertising campaigns to networking events, the methods of marketing have been refined over time. But one tactic has remained constant since its inception – the cold email.

While some people may be unfamiliar with this term, they’re not new - the concept behind a cold email can be traced back as far as Ancient Rome. A cold email was an invitation sent out by someone who knew no other way to reach their target audience but through personal contact. It would typically come from someone in a position of power or authority, such as a politician or business owner. These types of messages were usually delivered via letter or postcard, making them extremely impersonal. This made them more effective than regular mail because recipients had no idea who the sender was, which helped ensure delivery.

Today, we don't necessarily need to travel all the way back to ancient times to see why sending a personalized email could be beneficial. Today's digital age means that a person's social media profile, website address, phone number, and any other details that might make up their identity are easily available online. Sending a personalised email lets potential customers know exactly who they're dealing with before committing themselves to anything further.

However, despite being used by businesses around the world for decades, cold emails haven't always received positive reviews. Many find them ineffective at generating leads and sales. Others believe that too much information is provided during the first few sentences, leaving little room for the reader to take action on. And even if someone does decide to read on, there's often nothing left to persuade them to give into whatever request they've just received.

But while it isn't without flaws, cold emails remain one of the most common forms of direct communication employed today. In fact, according to research conducted by HubSpot, 40% of B2B companies use cold email to connect with prospective clients. So whether you want to learn how to improve your own cold-email strategy, or simply understand what makes a good one, keep reading below!

What should a cold email include?

Before you begin writing your next email campaign, you'll need to familiarise yourself with certain key aspects of cold email etiquette. Here are a few tips to help you along the way:

1) Don't expect a response right away. Chances are that once you hit Send, it will sit in your inbox for hours, days, weeks, or months (depending on the recipient). While many people assume that a prompt reply indicates interest, others aren't willing to wait that long. Before you start worrying though, remember that cold emails are primarily designed to gather data. Not only will it allow you to gauge the effectiveness of future communications, but also allows you to measure how well each individual marketer performs. That said, if you receive a reply within 24 hours, then you probably did something wrong.

2) Keep it short and sweet. Cold emails shouldn't contain lengthy paragraphs filled with unnecessary detail. Instead, stick to simple language that highlights your value proposition and shows off your expertise. If possible, avoid using words like "I" or "we". Unless you're speaking directly to another member of your team, try to maintain consistency with both tone and style throughout your entire correspondence.

3) Use bullets instead of paragraphs. Using bullet points instead of full blocks of text helps break down longer pieces of content into bite size chunks. By limiting your copy to a single point per section, your readers won't feel overwhelmed by a barrage of information. Plus, if you add images, videos, or links to support your claims, adding a bulleted list provides visual cues that keeps your reader focused on the important parts.

4) Include relevant statistics. Including stats about your company and industry can prove useful. For instance, if you run a software firm, show your customer base growth rate compared to competitors' figures. Or perhaps you sell products for cars. You'd likely benefit from including car manufacturer average fuel consumption rates, or the percentage of drivers across the UK who buy electric vehicles.

5) Mention specific benefits. When crafting your pitch, focus on highlighting the specific reasons why your product or service is better than your competition. Make sure that every line of copy contains concrete evidence to justify your claim. If your prospect feels like he needs convincing, chances are he'll end up clicking away rather than continuing to scroll past.

6) Avoid sounding desperate. Even if you truly believe that your offer is superior to everything else currently available, don't let desperation seep into your voice. The last thing you want is for prospects to think that you're trying to pressure them into buying now. Instead, speak confidently and politely. Focus on demonstrating how your proposal aligns with their goals, rather than asking questions about theirs.

Does cold emailing still work?

Despite the general consensus among experts that cold emails are largely useless, there are plenty of professionals who swear by the technique. One of the main reasons why this method continues to thrive is due to the sheer volume of email traffic generated worldwide. According to Statista, over 4 billion emails are exchanged daily, and nearly half of those are considered spam. Because of this high level of unwanted activity, any form of automated outreach becomes invaluable.

This is particularly true when targeting smaller organisations where human resources departments are limited. With hundreds of thousands of employees working for small businesses around the globe, manually contacting everyone is near impossible. Instead, having an automatic system that sends personalized emails automatically saves valuable time and energy.

Another reason why cold emails continue to be popular amongst marketers is that it offers a great opportunity to test different approaches and strategies without investing large amounts of money upfront. As a result, many businesses choose to implement email automation systems whenever they launch new initiatives or update existing ones.

Can you send cold emails after GDPR?

The European General Data Protection Regulation (GDPR), which came into effect on May 25th 2018, regulates how organizations handle user privacy. Under GDPR, users must consent to sharing their personal information, which includes name, date of birth, home town, current location, occupation, marital status, political views, religion, education history, health issues, criminal record, sexual orientation, gender identity, and financial status.

As a result, companies wishing to engage with consumers face strict guidelines regarding the collection of sensitive information. To comply with GDPR regulations, all forms of automated emails must provide clear instructions on how to unsubscribe and opt-out of receiving promotional material. Otherwise, companies risk fines ranging between €20 million ($23m) and €10 million ($12m) for failing to protect consumer data.

In order to stay safe under GDPR, the following steps should be taken:

1) Have a legitimate purpose for collecting data. Ensure that you state clearly the exact goal of the email campaign, the expected return on investment, and any risks associated with the process.

2) Provide sufficient transparency. Explain how your subscribers will be able to access their private data. Also mention the amount of time your organisation plans to retain the collected information.

3) Clearly explain how recipients can withdraw their consent. If you wish to collect sensitive information from individuals, make it easy for them to remove themselves from your mailing lists.

4) Inform your subscribers about their rights. Let them know how they can exercise control over their personal data and ask them to confirm their choice.

If you follow the above steps, you'll be well on your way towards meeting GDPR standards. However, you still need to consider the broader picture. If you're looking to improve your sales results, then you'll want to focus less on compliance and more on building relationships. After all, it's unlikely anyone will ever sign up to your newsletter if they don't trust you enough to share their information.

Streak

Streak, based in San Francisco, is a CRM platform aimed at helping businesses automate their sales processes. Their free tool enables teams to create automated emails and track performance metrics, allowing them to identify patterns and gain insights into the behaviour of their leads and customers.

Cold emailing has become increasingly popular over the years as an efficient way of reaching out to potential new customers and clients. It's an easy way to stay connected with leads who might be interested in hearing from you, without having to spend too much time on it or being overly pushy.

But there still seems to be some confusion around how exactly one should go about writing a cold email. What works well, and what doesn't work at all? How can we make our messages more likely to stand up and sell themselves? And most importantly -- how do we actually send them? Should they be sent via text, to an inbox or even straight through LinkedIn?

In this article, we're going to explore everything you need to know about cold emails, including what works well and why, plus tips and tricks for getting better results. But first, let's take a look at some of the ways you can improve your chances of success…

What makes cold emails successful?

If you've ever tried sending a cold email to someone, then you probably know that not every message will have the desired effect. However, if you're able to find the right tone and approach, combined with the right content, then you'll increase your chances of response dramatically. Here are several key factors to keep in mind while crafting your email.

1) Know your audience

Before you begin to compose your email, think carefully about whom you want to reach out to and whether their interests match yours. This means using common sense rather than trying to guess what they may like based on previous interactions. For instance, if you're selling a product, don't assume that everyone reading your email is looking for something similar. Instead, consider whether there's any overlap between their needs and wants. You could also try asking yourself questions such as "what would motivate me to buy?" If you were considering buying a particular item, would you be interested in knowing its price before purchasing it?

2) Keep things simple

It really helps to keep your subject line short and sweet. As soon as possible after opening your email, check what your recipient says next (if anything). Then decide whether you'd prefer to follow-up immediately, or wait until later. By keeping things brief and straightforward, you give readers less information to process, which reduces the likelihood of them closing the window. That said, it's important to remember that brevity isn't always the same thing as rudeness. Be sure to include enough details so that anyone who does read further feels comfortable with continuing the conversation.

3) Include value

Don't just focus on selling your product or service. Rather, use your email to offer value by providing helpful insights into other areas. For example, if you run a marketing agency that specializes in helping businesses grow online, you may wish to provide advice on creating compelling landing pages. Or perhaps you're offering services related to customer support, and you'd like to share your expertise. Whatever the case, make sure you include useful information that relates directly to your reader's situation. The idea here is to avoid making promises that cannot be kept, but instead present your offerings in the form of concrete suggestions that help both parties move forward together.

4) Ask personal questions

This is where your knowledge of others comes into play. When writing your email, ask yourself what you personally would be interested in learning about another person, and tailor your content accordingly. There are no hard and fast rules here, but generally speaking, you'll be much more attractive to recipients if you show interest in their story. In addition to this, you'll gain credibility by demonstrating genuine curiosity about them. Consider sharing personal anecdotes about past experiences, or highlighting achievements and milestones that relate specifically to your target market.

5) Show appreciation

When you start a relationship, you often hear the phrase "it takes two to tango." The same applies to cold emails and sales. While you certainly shouldn't expect people to jump at the chance to engage with you, showing empathy and respect goes a long way towards building rapport. After all, nobody likes feeling ignored or treated badly. To put it simply, treat everybody the same. Don't forget to thank those who respond positively to your initial outreach, and recognize those who aren't keen on engaging further. Doing so shows respect and kindness, and encourages reciprocity.

6) Follow up

As mentioned previously, once you receive a positive response from someone, you should follow up promptly with additional correspondence. A good rule of thumb is to reply within 24 hours, though depending upon context, you may choose to extend this timeframe slightly if necessary. Try to ensure that your second communication provides additional value, either by giving updates or adding extra detail. Make sure that you address specific concerns raised during the original exchange, and ensure that your efforts continue to build trust throughout.

These six points serve as a great foundation for improving your ability to create effective cold emails. Of course, there are many more variables involved beyond just the written word, so if you feel like you've got things covered, consider taking advantage of software tools designed to assist you along the way.

How do you succeed with a cold email?

There are lots of different approaches to cold emailing, but below are three techniques worth exploring. These methods each come with pros and cons, so take note of how they differ from one another and see which ones suit you best.

Use autoresponders

A great tool for maximizing your results is autoresponder software. With this type of program, you set certain triggers to automatically trigger automated replies to incoming communications. Depending on the platform used, you can configure multiple conditions whereby your messages will only be delivered when certain criteria are met. Some systems allow you to schedule recurring campaigns, allowing you to automate your entire workflow.

You can easily adjust settings and customize templates to fit your exact preferences. Once configured, you won't miss a beat because you never have to lift a finger again!

Send LinkedIn invitations

While sending cold emails is certainly viable through social media platforms such as Twitter and Facebook, LinkedIn is arguably the most powerful option available. Since users tend to prioritize professional connections, it's highly likely that recipients will view your message as legitimate. Not only that, but the platform offers you access to a huge pool of contacts that aren't necessarily familiar with you yet.

To maximize your chance of generating a response, you should opt to invite the contact to connect with you directly. Simply click on the box labeled Invite People to Connect with Me, then select the individual(s) whose profiles you'd like to add to your network. Next, enter your own profile URL (you can copy/paste it from your browser), followed by a description of why you chose to initiate contact. Finally, complete your request by clicking Send Request & Save Draft. Your invitation will appear in their feed, ready for them to accept or decline.

Automate your messaging

Another method of automating your cold email campaign involves integrating automation apps with your existing system. Using software programs, you can craft personalized messages according to various parameters, ensuring consistency across channels.

Streak, for example, allows you to track responses to your emails and generate reports detailing the effectiveness of your strategy. With persistence IQ, you can quickly identify patterns in your behavior and adapt accordingly. Both solutions enable you to monitor progress and tweak your campaign strategies to optimize performance.

Why are cold emails effective?

The main reason that cold emails work so well is because they bypass traditional rejection mechanisms that apply to regular forms of interaction. They also remove any barriers that prevent people from responding positively. Unlike normal phone calls or face-to-face meetings, cold emails typically feature shorter durations and fewer distractions.

Additionally, since you're not expecting a quick decision, you can afford to be more detailed in describing your products and services. This gives you greater control over your pitch, meaning you can highlight precisely what appeals to your prospects' needs and desires.

Finally, cold emails are relatively low pressure. Because they require little effort on your part, you can rest assured that you haven't made a fool of yourself. So long as you remain consistent and maintain professionalism, you'll find it incredibly difficult to fail.

How do I get people to open cold emails?

Once you've mastered the art of cold emailing, you'll wonder why you didn't do it sooner. One big challenge lies in persuading recipients to pay attention in the first place. Fortunately, research suggests that there are plenty of ways to encourage people to open your emails. Below are four ideas to keep in mind while designing your messages.

Make them relevant

One of the biggest mistakes people make when sending cold emails is failing to demonstrate relevance. To achieve maximum impact, you must ensure that your subject lines are tailored to the individual circumstances of your recipients. Think about the question posed above -- "would you be interested in knowing the cost before purchasing?", and imagine how you might answer that question differently if you had a different background or profession.

Offer freebies

People love receiving gifts, especially when they're unexpected. Offer a discount or special deal on your goods to entice recipients to act now. Similarly, you can incentivize signups through discounts, giveaways, or contests.

Personalise your emails

Writing a good cold email can be tough work! It's not just the subject line or even the opening paragraph that stand out as being memorable and enticing — it’s everything else too. You need to include all of the right information so people know who you are, why they should care, and how you're going to help them solve their problem. But it's easy to get carried away here, especially if you've never sent one before. So we've put together this guide to show you exactly what you need to know from start to finish.

If you want to send a successful cold email, remember about including these six elements when composing your message:

* Your name

* The company/product you represent (if applicable)

* Why they should listen to you

* How you'll benefit them by doing business with you

* A call to action

* An explanation of what will happen next

Your introduction doesn't have to be perfect, but it does have to sound like you mean business. If something important isn't included above, no one will take you seriously -- no matter how great your content may be. And while there's plenty of advice online on writing effective sales letters, very few resources cover how to compose a compelling cold email. That's where we come in. We've compiled some of our favorite tips below to make sure you create an irresistible email pitch that gets results.

Note: There are many more ways to write a cold email than these six elements, but we wanted to focus specifically on those most commonly used. To see more cold email templates and samples, check out our list of free Cold Email Examples & Templates.

How do you write a professional self-introduction email?

We recommend starting off by using your first name and adding "at" at the end. This shows up correctly in Gmail and Outlook, making it easier to find later. In addition, you can use your full last name, which shows up properly in other mail clients such as Apple Mail. These two things combined should give you enough space to add relevant details without feeling cramped. Here's an example of a generic intro template:

Hi [First Name], I'm [Last Name] from [Company]. As someone who has worked in marketing for years, I understand how hard it is to attract new customers. My goal is to provide valuable insights into the way businesses market themselves today, and offer practical solutions for growing your brand online. Would you consider meeting with me sometime soon? Best, [Signature]

This works well because it includes both your first and last names, plus mentions your title ("I am"). Also, it uses a familiar greeting phrase ("hi") instead of saying hello directly, so it feels less awkward to read. Finally, it also adds a bit of personality by mentioning a common interest ("marketing"), and then provides value by suggesting a specific solution ("would you consider meeting with me?").

Here's another sample based around a different topic, but still featuring the same formatting style:

Hello John Smith,

I'm Emily O'Brien, owner of [Business]. I noticed you had recently signed up for my newsletter, [Newsletter Subscription Link]. Thanks for joining! I'd love to chat with you about how you found my site, and answer any questions you might have about working with me. Please let me know when would be a good time to schedule a quick 15 minute phone call. Thank you!

Best Regards,

Emily

The second version does several things differently, though. First, it introduces itself with its own personal name rather than "[Name]" (this makes it feel more natural). Second, it uses a personable greeting ("hello") instead of the impersonal "hi", again creating friendlier vibes. Third, it offers to connect personally, offering a concrete reason to meet. Fourth, it explains the purpose behind connecting ("working with me"), and finally, it gives a date and duration limit for the call ("15 minutes").

Both versions could work equally well depending on your audience. However, if you were targeting executives, it wouldn't hurt to emphasize your position within the organization ("owner") and mention previous experience ("years").

Now that you know how to craft a professional cold email intro, let's move onto introducing yourself to prospects:

How do you introduce yourself professionally examples?

You don't necessarily need to go overboard with this element, but we think it helps to briefly summarize your background and expertise. For instance, if you're applying for a job, you could share your education history, your current role, or anything else related to your career path. Or perhaps you're trying to sell a product or service to a larger corporation, you could highlight your skillset and accomplishments. Whatever the case, keep it short and sweet.

It's fine to expand upon these points during followup communications, but for now, stick to the basics.

To illustrate, here's a generic example of an introductory section based around a job application:

[Job Application Example]:

Hi [Person's Last Name],

My name is [Full Name] and I'm interested in becoming a member of your team. I graduated from [School Name] with a degree in [Major] and currently serve as Director of Marketing for [Organization]."

As part of my responsibilities, I manage all aspects of digital advertising campaigns for [Product / Service]. In order to better support our efforts, I believe that hiring professionals with industry knowledge is critical. I hope you'll agree and allow me to demonstrate my abilities through a brief interview.

Thank you for considering me for your open position. Please contact me via email if possible at [Email Address].

Sincerely,

[Signature]

And here's a similar example from a resume:

Resume Example:

[John Doe], Executive Assistant

[Location], USA

In recent years, I've been responsible for managing key projects across multiple departments for [Client Company]. Through my direct management, I was able to develop long lasting relationships with employees, partners, and senior leaders alike. During this time, I gained a thorough understanding of each department's unique needs and challenges. With this knowledge, I created strategic plans to ensure optimal performance and growth throughout the year.

These past experiences led me to pursue a Master Degree in Human Resources Management from [Institution]. While completing my studies, I focused on developing organizational leadership strategies and improving employee engagement. Furthermore, I expanded my skill set by expanding my network of contacts and strengthening my communication skills. Currently, I hold the following positions:

• Senior Account Manager - [Marketing Agency]

• Lead Project Manager - [Consultant Firm]

Additionally, I'm actively pursuing a Bachelor Degree in Business Administration from [College] to further strengthen my portfolio. Due to my diverse training, I possess superior analytical reasoning skills. Therefore, I look forward to discussing opportunities with you further over the course of the upcoming week.

Please reach out to me at [Phone Number] if you require additional details.

Regards,

[Signature]

See? Both versions show you the proper format for a resume, but they differ slightly in terms of length and detail level. Keep in mind that resumes tend to be longer than cold emails, so you shouldn't try to fit every single point into yours. Instead, choose a couple highlights from your resume and build around those.

Finally, you can always refer back to your self-intro when answering objections. For example, if you receive feedback that your qualifications aren't quite strong enough, explain in your response that you previously mentioned your strengths in your self-introductory email. Similarly, if you notice that your prospect seems hesitant, you can reference your intro to convince him otherwise.

Keep reading to learn how to close your cold email effectively.

How do you introduce yourself to a potential customer examples?

When sending a cold email to a prospective customer, it's crucial to show your professionalism. After all, you're likely asking them to trust you with their money, so you must maintain a certain amount of respect. When addressing a lead, we recommend focusing on three main areas:

1. Showing confidence

2. Being honest

3. Providing useful benefits

For starters, let's talk about showing confidence:

One of the biggest mistakes entrepreneurs make is assuming everyone likes or respects them. They forget that people judge others based on their actions, words, and intentions. Even worse, they often ignore evidence that contradicts their beliefs.

So, if you're pitching a new startup idea, you absolutely cannot assume that your target audience shares your enthusiasm. By contrast, if you're selling a particular item, you probably won't face much resistance since your buyer knows nothing about you.

Similarly, if you're applying for a new job, you should immediately address your lack of experience. Otherwise, your interviewer might wonder whether you genuinely meant to apply for the position.

Lastly, if you're presenting a new project or proposal, you should avoid sounding desperate. Nobody wants to hear you whine about your situation, complain about your boss, or apologize for your inability to complete tasks quickly.

On the flip side, however, you don't want to appear cocky either.