Can Cold Emails Land Whales?

Yes.

You can land whales with cold emails.

I know because I’ve done so.

If you have the right offer, sent to the right person at the right company, and at the right time, you CAN land whales with cold emails.

When our work with a major tyre client ended, I wanted to use the industry knowledge that we had developed over a number of years to get another tyre client.

So, after drawing up a list of possible companies, I tried calling the relevant marketing contacts at those companies.

Voicemail hell.

Then I started sending short emails to those contacts - easily obtained; just ask reception for their email addresses or Google it - and then waited.

Crickets.

Never one to give up, I gave up. And focused on other prospects and client work.

Seven months later, an email arrived from the Pirelli Tyres marketing contact - directly responding to my initial email - inviting me to come in for a chat.

We ended up working with Pirelli for several years and they became one of our all-time favourite clients (Italian accents are THE best!).

While email is the granddaddy of digital marketing, the stats don’t lie: email marketing is still the most effective of all the digital tools you can use, returning $36-$40 for every $1 invested.

So how can you get the result you’re looking for by sending cold emails to corporate whales?

Firstly…

What is Cold Email?

Cold emailing is more than just blasting out generic messages to a random list of email addresses.

Done well, it's an art form.

You need to craft personalised, finessed, and targeted messages to individuals who have not heard of you or shown any interest in your services.

The more relevant your product or service could be to them, the greater your chances of getting noticed.

And yes, 99.99% of the time, your emails won’t work.

Your messages will go to spam or be deleted without being read; it’s much the same as what happens with the vast majority of cold emails that you receive.

But every so often - enough to make the whole exercise worthwhile - your cold emails will get through, will get read and will get acted on.

How To Make Your Cold Emails Cut Through

1. Personalise:

While it’s tempting to use one of the many bulk email marketing tools out there – e.g. there are several AI tools that generate customised first lines - you need to look at it from the recipient’s perspective.

We can all spot an automated message a mile away.

It’s not that they won’t work - they can - but we’re about helping you to land bigger clients with bigger budgets, so you need to bring your A-game, to get through to the next round.

Research your prospects and tailor your messages to resonate with their needs, pain points, and interests.

A personalised approach shows that you've done your homework and increases the likelihood of cutting through the clutter.

2. Be Relevant:

Unless you have a unique product or service that meets a common client need – and lucky you, if you do!!! - your cold email should clearly communicate why your offer is even slightly D&B (different and better) from the rest.

What problem does your product or service solve? How can it benefit the recipient? How have you delighted other clients just like them?

Sending valuable content is always a good way to introduce yourself and separates you from all the other salespeople who go straight for the sale without the ‘getting to know you’ stage.

You’re a highly skilled potential collaborator, not a salesperson.

Your email needs to position you as such.

3. Compelling Subject Lines:

The subject line is like your opening line to a person you want to get to know much better.

Boring opening lines are relationship death.

The same applies to email subject lines.

Keep it concise, intriguing, and, yes, relevant to pique their curiosity.

Avoid, at all times, generic subject lines that scream "spam". The latest subject line that’s doing the rounds with countless spammers is: Quick Question.

Be a marketer, not a sheep.

4. Persist:

Chances are that you won’t get a response to your initial email.

Craft polite and professional follow-up emails that continue to prompt a conversation and show your commitment to providing value.

As mentioned in point 2, add-value in your follow-ups by sharing a checklist or an insightful blog post that can specifically help your recipient.

Another word of warning: don’t be terse with your follow-up emails.

I’ve read so many 2nd, 3rd etc emails that show the author getting increasingly annoyed that I had the audacity to not respond to their first ‘amazing’ emails.

Not a great first, second or third impression with people who are getting countless emails every day.

Cold emailing won’t work for most of the people who receive it.

But when you find that one whale for whom it does work, it can make a massive difference to your bottom line.

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