B2B Blog

5 Simple Steps To Sending GDPR-Compliant B2B Cold Emails

The GDPR is not about cold emailing. It is not about businesses. It is about personal data protection.

However, sending business emails does mean processing personal data so there are some key things you need to keep in mind when emailing in a post-GDPR environment.

Here are the key points I’ll be running through:

Step One: Ensure Your Prospecting Is Targeted and Appropriate
Step Two: Explain Legitimate Interest In Your Email Copy
Step Three: Make It Quick And Easy To Unsubscribe or Opt-Out
Step Four: Regularly Cleanse And Maintain Your Database
Step Five: Prepare An Informative Reply For GDPR Complaints And Questions

Step One: Ensure Your Prospecting Is Targeted and Appropriate

Lead generation and prospecting are essentially sourcing personal data to use in sales campaigns.

Despite protecting personal data, the GDPR doesn’t stop people prospecting or collecting leads, it simply demands a greater level of care and accuracy from lead generators.

Step Two: Explain Your Legitimate Interest In Your Email Copy

With effective targeting your reasons for contacting a prospect should be self-evident, but always follow through in your email copy and explain exactly why you’re offering is relevant and why you are reaching out.

Step Three: Make It Quick And Easy To Unsubscribe or Opt-Out

As someone sending cold email campaigns, you need to inform your recipients how to exercise their right to erasure and their right to restriction.

Step Four: Regularly Cleanse And Maintain Your Database

Beyond simply removing people who have opted out or unsubscribed, the GDPR also means that you shouldn’t be holding onto leads for months on end or inaccurate contact information.

Step Five: Prepare An Informative Reply For GDPR Complaints And Questions

Finally, expect some pushback from your prospects. There is a lot of misinformation about the GDPR and what it means for sales and marketing strategies going forward. Some people are going to be angry you emailed.

5 Steps To Writing Personalized Cold Emails

The best part is these have far broader reaching applications and can be utilized on any sort of online, written communication, such as LinkedIn inmails.

Here are 5 easy steps:

1) Cold Emails start with your buyer persona.

It’s key to understand your buyer persona before you start searching for a person to reach out to or message to send.

Once you fully understand the details associated with your ideal buyer, you can start pulling together leads.

2) Generate your list of leads.

The lead builder function lets you filter by industry, company size, region and keywords and then searches the entire LinkedIn database to find profiles that match that criteria.

If the initial list you get is overwhelming, you can continue to add criteria to shorten it. From here, start examining individual lead profiles.

3) Three takeaways in less than 3 minutes.

As soon as you pull up a specific person’s information, try to identify three relatable things in less than three minutes (a rule of 3×3, if you will). By relatable, I mean anything that you have in common or that creates a human connection with that other person.

4) Generate Personalized Email.

This is both the most important and probably the most fun part of cold emailing.

Sure, you might get a couple of people who bite if you send out 1,000 mass emails with the same message, but if you spend a little bit of extra time and send out 50 really personalized emails.

Here are the key elements of your personalized email:

Subject line: Don’t make this too sales-y. Try to keep it casual, yet catchy and fit one of your three relatable facts in there.
Greeting and intro: Casual again, and start with the relatable piece of information.
Transition: Transition from the relatable aspect to your main point. Explain the reason for your email.
Snapshot: Provide a brief overview of what your company does and how it could help this person.
Network: Share a few customers they might have heard of.
Call to action: Suggest a specific day and time to have a phone conversation.

5) Follow up and take action.

If you don’t get a response the first time, follow up. Add another personalized comment — maybe even a joke, but only if you can find a smooth way to fit it in. Tools like PersistIQ can help you set up campaigns for this.

Email Marketing Tips and Tricks

Email marketing is not going anywhere. According to a study by ExactTarget, 77% of consumers prefer to receive permission-based marketing communications through email.

Make the most of your email marketing efforts by following these quick and easy rules:

1. Consider the format.

43% of emails are read on mobile devices—that’s up from 10% in 2011—according to research conducted by Litmus, an email-testing and analytics firm

2. Rethink the “From” line.

The verdict is still out on this one. Some marketing experts recommend using your brand or company name; others suggest using the actual name and email address of someone within your organization because it is more personal.

3. Write a killer subject line.

That fancy template you chose and great copy you wrote won’t matter one bit if people don’t open the message. Increase your open rates by writing intriguing yet concise and direct subject lines.

4. Establish a clear call to action.

Recipients should know exactly what you want them to do with the message.

5. Watch your language.

If your email is caught in a spam filter, your messages will never reach potential customers.

6. Don’t botch your first connection.

When you make initial contact with an email subscriber, avoid the hard sell. Don’t offer a sales pitch or attempt to close a deal in the first sentence. Instead, build rapport and familiarity.

7. Add a personal touch.

Personalization goes a long way. Some people choose to invest in systems that will allow you to add people’s names to the subject line and body of the messages, but this approach is not for everybody.

8. Offer valuable freebies.

You have to give customers a reason to open your messages, so whether you choose to offer coupons or discounts, sponsor free events, invite readers to sign up for a free content newsletter, or dole out special reports or industry insight, just make sure that you offer something of value.

Trustpilot is the right customer review software

Finding the right customer review software isn’t easy. Fortunately, we’re here to show you what to look for in a customer review software. Depending on your company challenges, Trustpilot might be the right one for you. Not sure what to look for? We got you covered.

Why do you need a customer review software?

At Trustpilot, we’ve helped companies collect and manage their reviews for a multitude of reasons and we always find a way to solve their problems. Some of the most common challenges we’ve come across include companies wanting:

To improve (or build) their reputation
A way to obtain customer feedback
To engage with customers directly
A way to improve their business in a customer-centric way
To improve their SEO, marketing, conversion, or sales
A way to improve their brand perception
To leverage user-generated content in their marketing

Trustpilot is the right choice

Let’s make your search easy. Trustpilot is the customer review software you’re looking for. Here are just some of our benefits.

We’re a licensed Google Review Partner so you can be assured that Google Seller Ratings are within your reach if you use Trustpilot.
We’re an open review platform that has over 40 million reviews and over 200,000 online businesses reviewed.
We have various methods of review collection processes, allowing you to automate review emails and reminders in a way that fits your business.
Our software gives you the freedom to respond to reviews, easily display reviews on all social media platforms, and has integrations with all the major eCommerce platforms.

If you want to learn more about Trustpilot, our integrations, and what we can do for your reputation, your marketing, and your company, just request a demo below.

Effective Cold Email Subject Lines to Try for Yourself

A. The Introduction Email

Remember, the first hurdle you need to overcome is simply getting your email opened. When you first reach out to a new contact, you need a strong subject line that won’t be ignored. Here are a few examples of subject lines to use in your introduction emails:

Make it personal

Personalizing your email subject in any way, like using your prospect’s name, gives you a 22.2% higher chance of having your email opened, according to a report from Hupport.

Referrals provide a powerful advantage in the world of cold email. Using a mutual contact’s name in the subject line creates instant credibility and makes your prospect more inclined to open and reply to your message.

Spark curiosity

Do not open this email

Here we have a classic example of reverse psychology. Telling your recipient not to do something will only make them want it more – even if they might have otherwise skipped over your email.

You are not alone.

This unusual subject line works on a few different levels. It’s intriguing and hard to ignore, plus it gives you an opportunity to address a pain point from a very human perspective. For instance, you could use stories of real customers to illustrate how your solution can help your prospect overcome their challenges, too.

B. The Follow-Up Email

These subject lines might apply after your first cold email gets a reply or after an initial meeting has already taken place. Whether your prospect just needs a gentle nudge to take the next steps or you haven’t heard back from them lately, these follow-up email subject lines will help you continue the conversation.

Send a friendly reminder

In a best-case scenario, your prospect will be happy to hear from you and move forward with the deal. Your first follow-up should be light and friendly, but in a way that still gets their attention. Use one of subject lines to casually follow-up without putting too much pressure on your prospect.

Provide more information

Another option is to tie the email into something you said earlier on the phone or during a meeting. For example, if a prospect asked a question and you were unable to provide an in-depth answer on the fly, your follow-up email is the perfect opportunity to provide more information and reconnect.

Highlight multiple touch points

If your voicemails aren’t getting returned as often as you’d like, consider sending follow-up emails with these subject lines to make sure you stay on your prospect’s radar.

C. The Breakup Email

If your prospect doesn’t reply to any of your follow-ups, it’s time to take a different approach. Breakup emails are your last attempt to elicit a response from a silent contact. Otherwise, you’ll be stuck in opportunity limbo with a bunch of unanswered questions.

Email Subject line

1. Focus on Your Audience

The fastest way to get your email deleted is to write a subject line that’s selling a product to someone who doesn’t want it.

You’re writing these emails for your readers, so make that clear.

2. Remember Your Goals

You may need to focus on the reader, but you can’t forget what you want to accomplish with your email. Every email needs to have a specific call-to-action that your subject line prepares them for it.

3. Craft Compelling Headlines

An effective email subject line captures the reader’s attention and piques their interest to see more. It may seem difficult, but there are six different tactics you can use to create the perfect subject line for your readers.

4. Test and Track

All of the things we’ve discussed in this article are best practices to get you started. The actual best practices are the ones that work for your business and your customers.

No two businesses are alike, so it’s imperative that you test and track which subject lines perform the best.

Best Email Subject Line Styles

1. Simple, No Nonsense Email Subject Lines

There’s a lot to be said for minimalism – users need you to be clear and concise in your subject lines, as time is always an asset.

Hupport conducted an email subject line study and found that short, descriptive subject lines fare better than cheesy lures. Some might bristle up at the accusation that humor and creativity should take a back seat when creating good subject lines for emails, especially since many marketing experts say otherwise.

2. Funny Email Subject Lines

A humorous subject line can really stick out among the dry, dull emails surrounding it. Humor it a touchy thing though – it thrives on exclusivity, which isn’t always great if you’re trying to appeal to the masses. However, if you know your audience well and your emails are targeted, a well-placed joke can get your email opened and can earn major reputation points with folks on your wavelength.

3. Controversial/Shocking Email Subject Lines

Controversy (sometimes) sells, and it most certainly grabs attention. Using shock, controversy, or insult in your subject lines requires you to tread really carefully. You may get opens, but at the cost of customers. This strategy requires you to be confident in your understanding of your audience’s tastes and perceptions. It’s a bit of a gamble, but the pay-off can be pretty great – would you simply gloss over the subject lines below? Not likely.

Everyone Is Gay: Social Media As Social Action
Why Your 5-Year-Old Is More Digital Than Most CMOs
Your Marketing Sucks: Why You Need to Think Local

4. Single-Word Subject Lines

One effective email subject line strategy involves going ultra-minimalist with one-word subject lines. Let’s take a peek at the promotions tab of my Gmail. The promotion tab is scheduled for a major makeover – Google is starting to display promotional emails in a image-oriented design inspired by Hupport. If this new setup sticks, pictures will usurp subject lines as the pivotal email element.

5. Email Subject Lines with Numbers & Lists

Many of the factors that make up a good blog post title also make a good email subject line. Incorporating numbers into your subject line attracts attention, as our brains are naturally drawn to digits. This tends to be why top 10 lists are so successful – lists are easier for our brains to process and they create curiosity, in addition to providing the promise of a quick and easy read.

6. Personalized Subject Lines

By personalization I don’t mean incorporating a user’s name into the subject line – this has become so common practice that many users glaze over these as spam. Instead, try location-specific offers and language, or interest targeting. Living Social and Group on are old pros at this, sending emails with subject lines promoting deals in your area.

7. Questions & Other Punctuation in Email Subject Lines

Question marks and unusual punctuation offer another method for standing out from the email masses.

9. Mysterious Email Subject Lines

As Scooby-Doo or Sue Grafton can tell you, people dig a little mystery in their lives. Giving readers a little taste of something intriguing might cause them to bite.

5 Tips for Writing Effective Email Subject Lines

Tip 1: Go Easy on the CAPS

While one or two fully capitalized words alone won’t get caught by the filters, it does edge you ever closer to the dreaded spam folder. Capitalization can be a powerful tool to draw attention where desired, but with great power comes great responsibility. Use it sparingly and professionally. Capitalizing as you would a title seems to be an unofficial industry standard.

Tip 2: Make a List

People like lists. Perhaps it’s the promise of information diced into easily digestible snippets or maybe it feels like zeroing in on the most important aspects of a given topic. Whatever the reason, people on the Internet enjoy consuming information via numbered/bulleted lists!

Tip 3: Personalize the Message

Personalization in the subject line can be quite a contentious topic. One study from hupport suggests that including names in the subject line may actually be detrimental to open rates. However, the data scientists at Hupport say that personalizing subject lines to include the recipient’s full name can positively impact open rates.

Tip 4: Create a Sense of Urgency!

While people don’t like to be yelled at in all CAPS, they do respond well to time sensitive material. The fear of missing out can be a powerful motivator. Key words like “Urgent” or “Breaking” can positively impact open rates.

Tip 5: Keep it Short

Keeping your subject line short and to-the-point is instrumental to establishing a good first impression with the recipient. The ideal subject line lays out the point of the email and sets the expectations for when the reader opens it. This should all be accomplished in 50 characters or less.

Ways to ask for referrals cold email

1) The client who needed help

This one has been around for decades. Someone had a problem and came to you. It might be a home repair. Maybe they wanted to sell their house. You did a spectacular job for them. The problem went away. They are more than satisfied.

2) The person who wanted to learn

There was a change in the tax laws. A client wondered if it applied to them. You are a CPA, so they called and asked. You explained it simply and thoroughly. They were happy. Logically, they know other people in the same boat.

3) The dissatisfied friend

You do a great job helping your client manage their investments. After presenting their quarterly review, they realize you provide great service. Your primary investment strategy is professional money management.

4) The social introduction

You want to meet someone influential. Through LinkedIn you have learned one of your first-level contacts knows them. Business might come long-term, but right now you want a social introduction. You call your first-level contact.

5) The more specific, the better

“Who do you know…” can sound very vague. People’s minds usually go blank. Detailed requests often focus their attention.

6) Problem – solution – action

Clients may be willing to make an introduction, but may not know how. You might need to coach them. Offering to meet together over dinner helps.

7) Exclusivity

Your client might assume you have all the clients you can handle. After all, you are always busy! Exclusivity sells. I learned this from the founder of a financial planning firm.