1. The hyper-personalized cold email to decision makers
A well-crafted personalized cold email stands out from
the hundreds of generic cold emails your recipients receive each day. And there
are huge chances that it will produce the results you want – a response or a
meeting with the prospect.
One
way to personalize
emails is by looking at their website/product and finding out what’s
currently wrong with their system. Once you’ve nailed the pain points, you get
to be the hero and fix it.
Here’s an example of a highly
personalized cold email sent from one of our SDR.
·
Address the right
recipient
Your research should
not limit to
just the company but should also include finding the right recipient to
contact in the organization. Make it clear why you’re reaching out to them as
opposed to anyone else in their company.
According to the
data shared by Tucker Max on the Harvard Business Review
website said that “people are far more motivated to help others when they
feel uniquely qualified to do so.”
·
Show (not tell)
the value
One great way to grab the recipient’s attention is to
show them how your solution can help provide value. Get creative. Add a
screenshot of their website/product or a short video that shows how they can
benefit from using your product. Giving the value early in your outreach
process shows that you value the lead’s time and they don’t have to hang with
you in case they aren’t looking for a similar solution.
2. The cold email to get in touch with your competitors’ customers
To grow your customer base, you also need to get in
touch with your competitors’ customers. Many businesses are dissatisfied with
their current solution, and if you’re able to jump in and offer your solution
at the right time, then there is an opportunity for a sale.
Here’s an example of an email
our sales department representative sent out to one of our
competitors’ customers.
·
Maintain a casual
email tone
The tone of your cold email matters, especially when
you are unfamiliar with the company and recipient. Using boring, rigid and
sales-y language isn’t going to coax them to do business with you. Instead, use
a casual and conversational tone to get them excited and interested in your
solution.
·
What’s in it for
them
Your email should clearly state the benefit the lead
would gain by moving from your competitor. Tell them what makes you different
and why should they opt for your solution. Share some materials to prove your
point, but make sure you don’t come across as sales-y or too pushy.
There is nothing
more frustrating for an SDR to watch a once-piping hot lead going
cold as ice. You know the prospects are reading your emails, they are looking
at your website (thanks CRM!), but for some reason, you can’t seem to get
a response.
But hey, just
because a promising prospect went cold on you don’t mean they are dead. You can
always revive old opportunities by warming them up and putting them back into
your sales
campaigns.
·
Add a little bit
of humor
Most people like laughing – so make them laugh! Add a
meme or funny emoticons to crack them up. Adding a little bit of fun to your
cold email isn’t going to hurt, and it almost always works.
·
Follow up till
they respond
Not all cold leads
are going to turn into hot customers. But as a sales development
representative, you need to qualify or disqualify them as soon as possible.
It’s not worth spending time on leads who are never going to become your
customers.
4. The cold email with social proof to win over prospects
Just by rattling about the benefits of your product
isn’t going to entice prospects to spend their precious time with you. You need
to build credibility with the prospect, for them to take you seriously and
consider buying from you. And one of the ways to do that is by adding social
proof in your cold email.
Keep it short and crisp
A long introduction, bragging about your company not
only makes your email harder to read but also makes recipients lose interest
faster. Instead get straight to the point and explain everything that you want
in the first two sentences.
·
Maintain an email
structure
Your cold email should have a great opener, your
objective, social proof and a call to action in separate paragraphs. If a
paragraph exceeds more than 2-3 lines, break it up by using bullet points.
5. The cold email with useful (helpful) resources
When you get emails from a stranger asking for your
precious time, do you oblige? Well, in most cases, we don’t. That’s the case
with your recipients as well, where you are the stranger to them.
So instead of always asking for the lead’s time, share
some
useful resources that will help them learn more about your solution. Send
some of your best blogs that they can consume and also share on their social
network. If they like what they see, they will also give you a time to call.
·
Share relevant
content
These emails work because you are giving them the
value even before they ask for it.
·
Leave
communication open
In this case, you aren’t pushing for a sale or asking
for their time. Instead, you are giving them an option to get in touch with
you, which increases their desire to do.
6. The cold email with statistical
information
Sharing some helpful information about the prospect’s
industry not only grabs their attention but also creates a hook to introduce
your solution.
·
Use stats to get
their attention
Using performance stats in your cold
emails catches attention and creates an aura of authenticity. It also serves
as a hook to introduce your solution.
·
Nail your CTA
When you end your email with “Are you free to talk
next week?”, your prospects aren’t going look for a convenient date and time on
their calendar to talk to you. Instead, make the decision a lot easier for them
by giving them a specific date and time.
Your outreach lead list not only has decision makers
but also involves influencers and the ones below them. And when you send out
emails to the latter group, you don’t necessarily have to hyper-personalize it.
·
Validate yourself
When you get emails from a stranger, you want to know
who that person is and why they matter to you. Any form of social proof – a
famous customer, an investor, or a mutual LinkedIn connection – helps to build
your credibility and trust with the prospect.
·
Show you have the
expertise
Listing out the customers who share similar persona,
pain and priorities shows that you have the expertise and builds your
credibility.
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