Are your cold email marketing campaigns not getting engagement? Or getting tangled in spam filters and never reaching your contacts in the first place?
Or maybe you’re struggling to get responses or new leads?
Perhaps you’re just looking for strategies to boost your campaigns’ performance. Here are ten cold email marketing tips you can use to skyrocket your impact right now.
10 Cold Email Marketing Tips You Can Use Right Now
First and Foremost: Personalization is Critical
The biggest and best tip we can give you is to personalize as much of your emails as you can, without sounding unnatural.
The bare minimum you need to know about your contacts are their name and their company name. A generic greeting – “hi there” – can easily be a death sentence for a cold email.
This is because you’re trying to convince someone who has never heard of you to take time out of their day and pay attention to what you have to say.
The more you know about your contact, the more your email will feel like a warm dialogue rather than an imposition.
Weaving what you know about your contact into your message is a concept that can be applied anywhere in your message, and we’ll touch on it repeatedly throughout this post.
Nail the Subject Line
Often, subject lines get tacked on after the rest of the email is done, but it’s actually one of the most important parts of your entire campaign.
It’s what gets people to notice and then open your email. Here are some good rules of thumb for subject lines:
- Personalize them with the recipient’s name or company if you can.
- Accurately represent what’s in the email. If your reader feels like you tricked them into opening the email with a misleading subject line, they’ll be unhappy – and might report you as spam.
- Say just enough to pique curiosity but don’t give everything away. Your subject line should clearly communicate what value they can expect if they open the email.
A well-crafted subject line lets the reader know what’s inside the email and how it benefits them, so they want to open it.
For example, if your target audience is graphic designers and your email content links to your guide on how to pick up new clients, you might use a subject line like “Need more graphic design clients? Get the client-building cheat sheet today!”
With that subject line, you’re hitting the nail on the head regarding a main concern – everyone wants more clients – and letting them know that they can get concrete useful information within the email.
Make the Most of Your Contacts
If your cold campaigns are of the mass-email variety, it’s tempting to just write one email and send it off to your whole list. After all, reaching the biggest audience with the least time investment is one of the big benefits of cold email.
However, it’s worth spending a little time and effort segmenting your list and creating tailored campaigns for each segment.
If you narrow down your contact list into more closely-related groups, your messaging can be more specific – and therefore more effective.
In addition, splitting up your sends into smaller groups will increase your deliverability, as spam filters tend to look suspiciously on larger-volume emails.
Overall, list segmentation is a great way to get your emails past spam filters and into inboxes while also increasing your performance.
It’s All About Them – Not You
This is a mistake many marketers make: they talk about how great their company’s services are, the amazing features of their product, how they’ve won such-and-such award, and generally talking about themselves.
To put it bluntly, the person reading your email doesn’t care. Cold contacts especially don’t care.
Resist the urge to talk about your product’s features. Instead, talk about how it benefits the reader. People aren’t looking to buy a new product, they’re looking to invest in a solution for one of their challenges.
So make sure you point out one of those challenges – and then how your product solves it – while keeping your message focused on them, not the product itself.
Keep It Brief
With cold email, every step of the way, you’re trying to convince the reader that it’s worth their time to keep reading.
If your subject line rocks and someone clicks it, the last thing they want is to be faced with a huge wall of text.
You’re already making a demand on your reader’s time just by sending them a cold email. Keeping it to-the-point is not only respectful of that, but increases your chance of success.
The point of your email should be crystal clear within the first two sentences.
Soft Pitch First
People don’t like being sold to at the best of times, and that goes double with cold emails. If you push too hard, you’re risking getting reported for spamming.
Don’t hard-sell right off the bat. A better approach is to use your large-scale cold emails to encourage people to enter your funnel by, for example, downloading a case study.
Make multiple touchpoints and nurture your leads down the funnel, while keeping your funnel topped up through cold email.
Acknowledge the Cold
It’s tempting to underplay the fact that your email is cold, but it’s generally a bad idea. Your contacts have never heard of you. You know it, they know it.
Don’t pretend otherwise – create your messaging with the understanding that many of the people reading it will be skeptical at best.
This plays into all our other tips, as it’s important to do everything you can to convince readers that you’re genuinely offering value and are being upfront and honest with them.
They won’t get that sense if they think you’re trying to pretend your emails aren’t cold.
Proof and Numbers
One of the best ways to convince someone that you’re the real deal is by giving proof. Provide case studies and cite real results you’ve achieved – it’s a lot more concrete than simply making an unsubstantiated claim.
For added effectiveness, match the case studies as closely as possible to your contacts’ type of business. This is much easier to do if you’ve segmented your list into smaller groups.
If your segment is marketers at B2B software companies, “here’s a case study on how this B2B software company increased their leads by 627% with our product” is a significantly more meaningful than a generic case study.
Don’t Forget to Ask!
It seems simple, but some marketers absolutely forget to actually ask their contacts to do something.
What that something is depends on your campaign goals. It could be booking a call, downloading a case study, starting a free trial – it’s up to you, just don’t forget to ask them to do it.
Give Them a Way to Reach Out (or Unsubscribe)
If you want your contacts to get in touch, give them a way to do it. A calendar link is common, but it’s not a bad idea to give people multiple channels to use.
Outright stating “feel free to reply to this email” makes it very clear that if for whatever reason they don’t want to book a call but do want to get in touch, they can just reply.
On the flip side, it’s also critical to provide a clear, easy method of unsubscribing. If people don’t want to get emails from you again, they’ll try to unsubscribe.
If there’s no obvious way of doing it, or you try to make them jump through hoops, they’ll report your email as spam.
It’s in your best interest to have your list as clean as possible, as well – if people don’t want your emails, you don’t want to send them emails.
Reach Real Inboxes
If you really want your cold email campaigns to reach your contacts, there’s no better tool than Clickback MAIL.
It keeps your deliverability at maximum by automatically cleaning bad addresses out of your list, and a wide range of other unique functions.
Learn how Clickback MAIL can take your cold email marketing to new heights – book a 1-on-1 live demo today.