How to Cold Email | Cold Email Strategies that Generate Real Leads

How to Cold Email - Cold Email Strategies that Generate Real Leads

Cold call email is still one of the most effective ways to present yourself to a targeted audience. If you’re anything like me, the idea of cold calling gives you the cold sweats. Luckily, technology has stepped in to save us all. By deploying cold call email ahead of your cold phone calls, you can make them insanely more effective. Here’s how to do it. Everyone is familiar with the benefits of a nicely written cold call email. If you are reading this article, chances are that you have already sent a dozen of these outreach messages, or you are about to do so. Either way, the main point behind every cold call email is to bring in new leads. So, are your cold call emails effective enough to attract your audience?

The Ease of Cold Call Email

Email is just easier to begin with. Aside from removing the fear factor, it is generally easier to locate the email address of the person you want to talk to than it is their phone number. Phones are sacred to many (myself included) and even if you find the number, you might get sent straight to voicemail anyways.

Present yourself properly and offer a valuable conversation

Being the good email writer you are, you may still not be satisfied with the number of leads you get in return. In order to achieve your business goals, your cold emails should invite your prospect into a conversation they WANT to have with you.

You must find common ground with your prospect. A topic you can talk about (and ideally share valuable information), that your prospect will gain from.

One more benefit of using cold emails before cold calling is that it is much easier to scale. You can spend time following up with those who express an interest rather than wasting your time calling dozens of uninterested, unqualified prospects. You can pinpoint those people who are most likely to turn into customers and concentrate on them.

Your Only Cold Call Email Goal: Pique their Curiosity

You should always strive to offer value to your prospects, but sometimes it’s best to lead with a cold email that simply piques their curiosity. Get them to respond and start a genuine conversation around a topic they are interested in talking about. Then you have an opportunity to build a relationship and the value of your product or service. To be successful using this tactic, it’s important that your cold email sends the right message. Keep it short and sweet, no more than 3-5 sentences, and remember, ending on an open-ended question is more likely to get you responses.By doing this, you give your target audience a good reason to respond positively, instead of treating your email cold call as spam. People are more likely to respond positively when you don’t immediately ask them to take some type of major action.

One of the essential things to consider when writing an effective cold call email is to avoid overselling. Since spammers try to sell many different things through cold emails, appearing even a little “salesy” is something you should avoid at all costs. It is always better to try to present yourself and your offer softly, without sounding too emotional or hopeless.

Warming Up Your Prospect

The goal of your first cold call email is not to get the sale. It’s to get a positive response. This opens up the floor for further communication with your prospect. That is a very good thing. Think about it. You basically barged into your prospect’s inbox completely uninvited, but your offer or service was compelling enough that they took time out of their day to respond to you, a total stranger. You should never expect them to buy immediately, but you should be ready to answer some of these questions:

• What is your offer? You should have alluded to it in your first email, but now you can spell it out clearly.
• Who are you working with? Social proof is important, and even having just one recognizable name can be incredibly helpful. Offer to work for free or extremely discounted rates to get some testimonials. Pro tip: Always say no to people who ask you to work for free. If you offer, that’s different, but anyone who finds and contacts you looking for a handout is expecting the moon but paying for peanuts. 
• Why should I trust you? This can be a difficult question to answer. Extoll your strengths and use more social proof if possible. Talk about how current customers feel about your service and your high work standards. This is the perfect place to talk about your money-back guarantee or refund policy if you have one.

Answer any questions your prospect has and make it clear that you are willing to walk them through everything. Best practice is to try to respond to prospect emails within a day, but preferably within the hour. Doing so increases the likelihood that your prospect is still at their computer and can continue the dialogue in real time.

Once you have developed an email relationship with the prospect, don’t be afraid to ask for the call. Simply end one of your emails with something like, “I’d love to discuss how I can help you grow your business with a quick 15 minute phone call. Are you available some time next week?”

Make The Call

Don’t make scheduling more difficult than it needs to be. Use a tool like Calendly, send the link to your prospect, and let them choose the times that work best for them.

By getting permission before you call, you have eliminated one of the toughest barriers in cold calling: the gatekeepers. Now when you call, if you reach a secretary or receptionist, you have the ability to say that your prospect is expecting you. What’s more, if you reach a digital gatekeeper, like voicemail, you’ll most likely get a call back.

Bringing in new leads with email cold calls – the easy way

Bringing in new leads is not only about making profits, it is about communicating with potential customers and other professionals in your industry, too. When you connect with other people that are experts in your professional field, you can easily follow the tactics and strategies of your competition. Moreover, such connections can help you properly adjust to the always-changing market.

Conclusion

Cold calling is scary, I know. By using cold email first, you can scale up your business without wasting time on uninterested parties. Be personable and try to develop a relationship with your prospect. When you do this, you can eliminate cold calling all together, because the only calls you’ll be making will be warm ones to prospects who already know and have begun to trust you.