How Do You Write Cold Emails? (Detailed Guide)
Cold emails are complicated, and the reasons are obvious. One, they are sent to prospects, which means people who are supposed to be your customers but are not. And second, it is on a digital platform, which means you don’t get to see how the recipient felt when receiving your email. Did they even open it, and if so, why did they not reply?
Sure, cold emails are complicated unless you know the correct way to write them. They have been fruitful for people and startups, especially when they have nothing to lose.
Let's understand the right strategy to create and send cold emails in this blog.
Cold Email Best Practices
Creating an effective cold email requires incorporating these five qualities:
1. Personalise the Message to the Recipient's Needs
Tailor the email specifically to the recipient. It has a right way to do it and a wrong way to do it.
The right way to tailor emails is to personalise them. And personalisation doesn't only mean using their name or mentioning their company, but also offering them what they need. It is to provide them with relevant details that show you have done your research and understand their situation.
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2. Introduce Yourself
You know your prospects because you have spent hours researching them. But they don't know anything about you. Hence, you must brief them to validate your credibility and trust.
Clearly and concisely explain who you are and why you are reaching out. Establish credibility by mentioning your role, company, and relevant credentials or experiences.
If there is a commonality, mention it. Or otherwise, introduce yourself.
3. Talk About Their Pain Points and Solutions
Why would your prospect talk to you? Why should they spare 2 minutes from their busy schedule? What is in the email for them?
Identify the recipient's challenges or pain points and explain how your product or service can address these issues. Demonstrate a clear understanding of their problems and offer practical solutions.
4. Keep It Short, Simple, and Actionable
It is the one and the only opportunity to get the prospect on the phone or in person. So, ensure your email is short, simple, and actionable, as no one likes to read lengthy paragraphs.
Make your email concise and easy to read. People often skim through emails quickly, especially when they come from unfamiliar senders. To capture and hold their attention, use clear and direct language. Aim for brevity without sacrificing clarity.
Avoid unnecessary jargon and get straight to the point. Use simple, straightforward language to convey your message. Avoid technical terms, buzzwords, or industry-specific jargon that might confuse the reader.
Focus on the essential information that the recipient needs to understand your proposition.
Include a clear call to action. Make it explicit what you want the recipient to do next.
Whether you want them to schedule a call, sign up for a demo, reply with availability, or take any other specific action, ensure that this request is easy to identify and simple to follow.
A clear call to action not only directs the recipient but also increases the likelihood of a response.
5. Be Appreciative—and a Little Vulnerable
Express genuine appreciation for the recipient's time and consideration. Showing a bit of vulnerability, such as acknowledging that you understand they receive many emails, can humanise your message and make it more relatable.
For example, you might say, "I know you receive a lot of emails, and I appreciate you taking a moment to read mine." Being a little vulnerable can make you seem more relatable and approachable, which can help build a connection with the recipient.
All the information shared is common, and you might know too. However, the question is how often you follow these cold email best practices and to what extent. Especially, forget about showing appreciation to the reader for taking the time out to read their email.
What not to do in cold emailing?
Don’t use a template for personalised cold emails. While templates are useful for mass emailing or sales, as many good templates are available on the internet, they can't be personalised and lack the human touch you would give when creating the email yourself.
With Advantus, you can design templates that reflect your style and meet your audience's needs. Our user-friendly platform offers extensive customisation options and powerful tools to create professional, engaging templates.
Enhance your marketing materials, improve customer communication, and streamline your workflow with Advantus. Take control of your brand's identity and deliver exceptional experiences.
