If your clients are companies, entrepreneurs or organizations, then… … if it hasn’t happened to you already, it will … and sooner than you think!
Days… weeks… months… researching potential clients… sending long Cold Emails (prospecting emails) … short Cold Emails… but getting (almost) no answers! You will question Cold Emails! You will start to feel as a kind of spammer! But what else can you do to get qualified contacts for your business?
Forget Cold Calling! Advertising is expensive and it doesn’t always work! It works to share useful content in social media, your site/blog… but your salespeople need quality leads (not quantity) … yesterday!
We (E-goi) are here to help: we suggest…
… Cold Email.
It looks like a paradox, doesn’t it?
Stay with us – in a few moments, you will perfectly understand our suggestion.
But first (and specifically if you already know E-goi solutions) you must be asking yourself:
“Wait a minute… E-goi is Multichannel Marketing Automation. What’s the connection with Cold Email?”
Well! We haven’t explained the first paradox (of our suggestion), and here we are – already in the second paradox (Cold Email does not connect with Marketing Automation)!
Note: As the explanation of the 2nd paradox is going to be quite long, if you want to go straight to the useful tips, click here.
In fact, Marketing Automation tools (from E-goi or any other provider) are not advisable for Cold Email.
First: an effective Cold Email must be a personal and individualized communication – of course, we may use email merge – and should, in fact – (from our favorite personal/professional email software). So, the requirement to include the “Unsubscribe” link, in emails sent using Marketing Automation tools (that comply with the Anti-Spam standards), reveals that emails are automated!
Second: Contact lists (from E-goi or any other Marketing Automation provider) must contain authorized contacts – at first, Cold Emails contacts are not yet in this rank.
So, what’s in it for E-goi when advising the use of Cold Emails?
We win on the long term. Sooner or later, these contacts (that originated with your Cold Emails) will “earn their stripes” and enter your contact list 😉
How? For example integrating your CRM with Marketing Automation.
Well… now that you have understood our purpose (the 2nd paradox is explained), let’s get to the 1st paradox… We advise Cold Email… but it has to be well done!
There are countless reasons leading to the failure of Cold Emails. And are they not food for thought!
So, we are about to share and go through a bad example… Afterward, we will give you some useful tips 😉
Image 1 – Cold Email bad example
Now, let’s focus on what we can do to never send again such a bad Cold Email like the one above!
- The 2 main approaches to effective Cold Emails are:
- #1 Ask for the right contact
#2 Make an invitation
Let’s start with the approach of “asking for the right contact”
WHEN SHOULD WE USE IT?
In fact, we should avoid this approach! It means we haven’t done our homework (research, especially on LinkedIn). Meaning, we’re lazy!
However, there’s an exception. Particularly in big companies (where there are several departments for the same business area and job positions with a high rate of job rotation).
For example: imagine you want to contact the person responsible for the Marketing Department at Staples. Which one of them, department and contact, is more suitable?
MODEL #1: “ASKING FOR THE RIGHT CONTACT”
[COLD EMAIL subject]: I need your help
[COLD EMAIL BODY]:
I am writing in hopes of finding the person who handles [SUBJECT/POSITION] at [NAME CONTACT COMPANY].
[SHORT AND CLEAR PARAGRAPH SUMMARIZING THE VALUE PROPOSITION (MAIN BENEFIT) OF YOUR PRODUCT/SERVICE AND PROOF]. If you are the appropriate person to talk with, what does your calendar look like?
If not, to whom do you recommend I speak? Thanks
Now, the approach “making an invitation”
HOW TO USE IT?
Above all, the message must be relevant and timely to the recipient. At least, we should create a customized message for each industry and/or job position within our potential clients.
MODEL #2: BASELINE
[COLD EMAIL SUBJECT]: [Relevant Subject: Event Triggers, Benefits, Challenge…]
[COLD EMAIL BODY]:
[Expanding the Relevant Subject]
Let’s take a look at 2 more specific examples for model #2.
MODEL #2.1: EXAMPLE FOCUSING ON ONE BENEFIT (FOR YOUR POTENTIAL CLIENTS)
Subject: [BENEFIT] for [CONTACT COMPANY]
According to our experience in the [INDUSTRY OR JOB POSITION], one of the main challenges is (to) [MAIN CHALLENGE].
Within the last year, we helped [COMPETITOR 1, COMPETITOR 2, COMPETITOR 3] to achieve [BUSINESS PURPOSE]. Meaning, in practice [SAVINGS, PRODUCTIVITY, INCOME].
If any of this makes sense to [CONTACT COMPANY] when can we have a quick call? I have some ideas you may consider useful.
MODEL #2.2: CHALLENGING EXAMPLE (OF YOUR POTENTIAL CLIENTS)
Subject: Question about [CHALLENGE], at [CONTACT COMPANY]?
According to [STUDY FROM A CREDIBLE SOURCE], [IMPORTANT STATISTICS WITH AN IMPACT ON THE POTENTIAL CLIENT’S BUSINESS]. What are you doing to prevent [THE CHALLENGE IMPACT]?
Recently, we helped [COMPETITOR 1, COMPETITOR 2, COMPETITOR 3] to [OVERCOME THAT CHALLENGE WITH IMPACT ON THE BUSINESS OBJECTIVES]. If any of this makes sense to [CONTACT COMPANY] when can we have a quick call?
Note: These models are a small sample. Within a few days, we will share more models and approaches.
Now… promise us that:
- #1 You will choose the approach (according to your business and the maturity of your market)
- #2 You will send, at least 10 to 20 Cold Emails per week (based on the models we shared)
- #3 And… You will share your results with us (or even, any question you might have)
See you in our next share, and besides putting our tips into practice…