As everyone shifts into online marketing strategies, sending cold emails has also emerged as one of the best ways to connect with your target clients. But skipping and ignoring cold emails is normal for recipients who regularly receive these kinds of emails.
So what could be the reasons that people ignore them?
At times, our inboxes can seem very full of irrelevant emails. If anyone is trying to build a connection with a potential customer for the first time, sending a generic, copy-and-pasted email is unlikely to work.
There are many more reasons why the response rate for cold emails is low, but this article discusses up-to-date strategies for you to get your desired customer engagement.
To set things up, let us start with the most common, but most important, strategy used in writing and sending cold emails. What would potential customers see at first glance?
It’s always the subject line. So, first things first:
Focus on your subject line
An initial disregard of cold emails is commonly caused by a poorly written subject line. Keep it concise but as specific as possible. No one wants to read the fully summarized content on the subject line.
Building the recipient’s curiosity is always the first step. Remember that your subject is your email’s backbone; make the recipients form several questions in their mind that would give them enough interest to open your email.
Check your email header
As much as we consider the importance of the email’s subject line, double checking your email header is also a must. Together with the subject line, people will also notice your email header. Using your real name and/or your company’s name will always be the better thing to do.
This way, it would also avoid giving your recipient a chance to automatically ignore the email as they would eventually think that it is not spam. It’s an email coming from an actually legit person and/or company.
As soon as we’re done laying the groundwork for your cold emails, let’s now proceed to the email content itself. How do we get our target customers to read the email until the end?
Nowadays, people are keen on checking each and every email that they receive. After all, it's 2021 and everything can be done online, as that’s where credibility and assurance come in.
Establish an assurance and your credibility by following these strategies:
Personalize your email
Personalizing your email is proven to be most effective for getting a customer’s response. This can be done several ways:
Address your client using his/her own name
Nothing is better than reading something specifically addressed to you.
Hi [insert your recipient’s name], works better than sending a generic approach.
It makes the recipient think that the email is relevant and connected to him/her. Again, this would also avoid the thinking that “it’s just another spam email”. Take your time to review your customer’s basic background and details.
Doing some research about your target customer will indeed be a great help.
Insert your company logo
While not the only factor that can assert the authenticity of an email, putting your company’s logo in the text would definitely add to its credibility. Logos in the email content make the recipient think that the sender came from a legitimate company because of the logo representation.
You can never go wrong with a warm self-introduction.
Include an email signature. An email signature containing your company’s website, your direct phone line, social media profiles, and other contact details are necessary.
Again, cold emails without this would only give the recipient reason to doubt its credibility. Give them all of the information that they need in terms of counter-checking the legitimacy of your company.
Since your goal is to keep the recipient from bouncing off of the email without sending you a response, it would be also good to consider the following:
Brief email body
A straight-to-the-point and brief body is the key to keeping readers engaged in your emails.
Who wants to read a lengthy email from someone they don’t even know? Given the fact that you have pinned your credibility from the start of the email, customers won’t waste their time reading a full textbook-like proposal via email.
Give a brief explanation to the following questions:
What do you offer?
Why does the recipient need to choose this offer?
How can they take advantage of this offer?
Shorter emails are proven to get more replies than longer ones. Remember that the shorter written emails will always be better when it comes to cold emails.
Finally, as the email comes to an end, remind yourself that the closing statement should be as strong and as relevant as your introduction.
The closing statement should lead the recipient to respond to you. Give them an overview of what could be the next step. Including a question that requires only a “yes” or “no” answer would not likely work.
Try to make a connection without sounding too pushy and aggressive, as much as possible. Suggesting a few things like calling, setting an appointment, and/or sending a full proposal copy would be the best options.
Competition over sending cold emails is tough considering the current times and the current generation’s knowledge of digitized marketing.
There are many more improvements and transformations that can be discussed in terms of getting client engagements. Now, try to up your game by using these strategies to get that desired customer engagement from cold emails.