If there was a gold rush in the B2B world, cold emailing is where all the gold would be found. Most companies still expect to get pitched through email, believe it or not. And if you're anything like me, you probably get the best ideas on strategies and tools for your company from cold emails.
Yet so many people are afraid of sending out cold emails. So in this article, we're going to provide you with some of the best in-depth cold email tips and tricks to help you be successful. You can use these for any industry or business, and if you have any specific questions feel free to reach out to us, we're here to help!
Let's dive in:
1. Send Follow-Up Emails
So many businesses don't send follow up emails it's not even funny. For some reason marketers expect their leads to read the first email and immediately make a decision. Often people are busy and they naturally expect a follow-up. They want to be reminded of this at a later date, or they set a reminder and forget about it.
That's where follow-ups are key. According to a study by Woodpecker, campaigns with 4-7 emails received 4x the responses than campaigns with only 1-3 emails. Also, campaigns with longer sequences have a response rate of 27%, compared to the meager 9% response rate that shorter campaigns got.
2. Provide Value
One of the greatest tips that can't be talked about enough is providing value to your recipients. If you're a
Below is an example campaign by Brightech, a lighting company, that was reaching out to various bloggers to review their lamps. Their first strategy was to ask wedding bloggers for a review. That campaign was 4 emails long and received a 26% response rate, which is pretty good, but they wanted to take it a step further.
They created another campaign where instead of asking for a review of their product they asked interior designers if they could interview them. For the designers that would be free publicity, and Brightech was hoping to use the interview to establish a relationship and get backlinks / PR. They offered to not only publish the interview but share it on their various social media accounts as well.
By providing more value to the receipients they were able to increase their response rate to 37%, while keeping the email content basically the same.
3. Use clear and concise email templates
We spoke to Brightech and were able to get our hands on the exact cold email follow up templates that they used. Here they are:
Hey FIRST NAME,
This is Bob from Brightech,
I recently stumbled on your blog, and it's fantastic!
And I want to feature you as one of Brightech's Top Interior Design Shops and Blogs in 2019
Which means we would link to you in an article and send it to our mailing list + social media.
I would really like to do a quick interview with you,
Would you be interested?
Hey FIRST NAME,
It's Bob again,
Just wanted to follow up on my previous email,
We would love to feature you,
Our audience would really love your content.
Let me know if you're interested and I'll send over the interview questions.
Hey FIRST NAME,
It's Bob again,
Please give me a quick yay or nay if you're interested in being featured.
Hey FIRST NAME,
I’ve reached out a few times regarding a possible collaboration.
My guess is that we’re out of touch for one of three reasons:
– You don’t see a fit
– You're mad busy trying to find the perfect lamp for your next project
– You are secretly a superhero and have been too busy fighting crime to reply
If any of these are correct then that may be the exact reason why we should talk now!
If you notice, each email is clear and concise. The third email is basically a one-sentence asking the recipient to give them a quick yay or nay. And the last email has some humor in it.
4. Personalization is Key
I know what you're thinking. You're probably sick of getting spammy shopping emails with subject lines that say "Stephanie, this deal is for you" but they really work!
In a study by Adestra, they found that adding personalization increased cold email open rates by 22%!
Another case study by LeadGenius showed how they increased their open rates from 37% to 86% just by personalizing the subject line. They changed their original subject line of "Your Sales Process" to “I found you through [Contact First Name] [Contact Last Name]". Honestly, I'm surprised that that many people would open an email titled "Your Sales Process". That's pretty incredible.
5. Best Cold Email Software to Use
If you want to absolutely crush at cold email outreach you have to use a tool that will schedule all the follow-up emails for you. This will enable you to have everything firing on all cylinders without you having to manually click send. Manually sending follow-ups is like using dial-up.
Here are some of the best cold email marketing tools to use:
Mailshake is a really great tool to use if you are new to cold email outreach. It's really easy to set up a campaign, add personalizations and follow up emails. It's really clear and they do have really great help videos you can use.
Woodpecker is another cold email outreach tool to use. It's more geared towards teams and has some really great features to get your team members on board and sending cold emails.
Lemlist is not for the faint of heart. It has all the features of the other two that we mentioned but it takes personalization to a whole other level. It allows you to add the logo/image of your lead's website straight into the email.
Here's an example of their incredible personalization feature:
6. Always Be A/B Testing
A/B testing is absolutely necessary in any marketing that you do, and especially in cold email outreach. Like we mentioned earlier, LeadGenius was able to increase their open rate by 49% just by adding personalization to their subject lines.
Here are some great ideas for your next A/B test:
1. Add personalization to your subject lines
2. Test different number of follow-up emails
3. Test different calls to action
4. Try adding humor to your emails
5. Try adding more value for your recipients
7. Use a Targeted List
One of the tenants of cold email outreach is that quality trumps quantity. A lot of business try to mass email everyone and that's not necessarily the best strategy to use. It's much better to create a highly targeted list of the exact people that you want to reach.
For example, there was a story on FastCompany where Shane Snow (cofounder of Contently) and Jon Youshaei (founder of EveryVowel) sent out 1,000 cold emails and tested different email lengths, subject lines, and email content. What they found that helped them to get a 45% open rate is using a highly targeted list.
8. BONUS: Use Emojis
You might think that emojis are cheesy and were invented to help lazy Millenials spend less time formulating a sentence. While that might be true, ?, emojis actually help email subject lines stand out in one's email box.
"Quick Question ?"
Which one would you click on? The second email subject line with the emoji stands out, doesn't it? It's a quick visual trick to get more opens.
If you don't believe us here are some stats:
Experian did a study where they found that subject lines that have emojis have a 56% higher open rate compared to regular text subject lines. On a more random note, they found that the black sun ☀ increased open rates by 15% and the umbrella emoji ☂ by 50%.
You should always use emojis that make sense for your email, and that are appropriate for your audience.
Cold email marketing is definitely the way to go for any B2B company. There are a lot of really easy tips and best practices that you can implement in minutes. Here are some of them:
1. Use follow-up emails
2. Provide value
3. Be clear and concise in your email templates
4. Use personalization
5. Use a cold email tool
6. Always A/B Test
7. Use a highly targeted list
8. Add emojis
Our suggestion to you is – get a list of 100-250 people and set up a 5-6 email campaign. Use some of the tips that we presented and see the results that you get. If you use one or all of these strategies you will become a master at cold email outreach and you will get really impressive results.