Ideal cold e-mail… a holy grail of all marketers. What makes the email perfect? There is only one thing really important: the e-mail is perfect if it is responded.
Your only goal and job with the cold email is to initiate a conversation.
So, before sending the next lengthy e-mail with your offering, please stop and step back. Find your “spam” folder and review a few cold e-mails sitting there. You will notice that many of them are just way too long to be read and understood in an eye blink. The sender believed that she needs to tell us everything in one huge word flood. This is quite natural, as she was afraid of not having any more chances again. If you are a busy, e-mail overloaded person, those emails are just “marked as read” and never gonna be answered.
Imagine that you are at a networking event and someone walked up and just started erupting at you with detailed information. Of course you would try to listen politely and actively, but also would be looking for any opportunity to step out quickly.
Cold e-mails have some advantages on telephone conversations. Most important is that you do not interrupt the receiver in what he is doing at the moment. You give him the freedom to analyze and hopefully respond your message in convenient time moment.
Knowing what the cold e-mail should not look like, here are a few proven rules to significantly increase your chances for getting a response.
1. To The Point!
Save your keyboard by avoiding lengthy excuses that you know the recipient is busy and how are you impressed with your lead’s business, unless you really have some information worth to mention to show as a proof that your message is hand-crafted. Do not waste time to properly introduce yourself (footer does the job). You will save quite a few sentences, resulting in valuable seconds of your recipient’s time. Remember, your only goal is to grab your lead’s attention. So the quickly you get to the point, the better.
2. Use The Nicest Word
The nicest word for every person in the world is… this person’s name. You also love to hear your name, don’t you? Use it at the beginning in your e-mail header. Include it again somewhere in the middle. The message will appear more friendly and hand-crafted. Definitely your recipient will desire to answer you.
Do not put all the cards on the table. Tell your recipient that you have a solution that fits in well with her business. Make something to intrigue her, to create a desire to ask for more. This will also make your e-mail more polite, as it gives more space for your recipient – they can simply respond with some question resulting in a conversation started! Be modest, do not overstate benefits, as this might lose your credibility. It is all about your recipient, not about you.
4. Be Spatial
Avoid long paragraphs, with too sophisticated sentences. Enter and dot are your friends. Commas, unless, if, however and similar structures are enemies for quick and easy assimilation of your message.. Too difficult to read content makes your reader to perceive it as a hard work and causes just putting it off for later, often forever.
5. Be Casual
This is especially important for Europeans – they tend to be more formal than necessary. Email messages are, by convention, more casual in nature than printed documents. Do not hesitate to use shortcuts, like like “I’d” and “You’ve”. They sound friendlier. Avoid calling your recipient Mr. or Mrs.. It is too formal for an email and you might even make a mistake, especially when sending bulk emails.
Nobody have superpowers to attract anyone to do business. But everybody can improve the chances to receive the response, the one and ultimate goal of the cold email.
If you have any other tricks that have worked for you, let me know in the comments!