Many people complain about cold emails everyday. At the same time, many companies build themselves a way up with tools like that. One thing I’ve learned after sending lots of follow-ups is that as every single stuff filling our toolbox, you must know how to use it, otherwise, it will become obsolete and useless.
Well, all those complaints said over and over come for recipients of bad exploited tools. Cold emails can easily generate leads to your B2B company. However, many mistake it with spamming, which is a great problem.
During my experience at ReplyUp, I have learned so much about do’s and dont’s which have strengthened my skills. These are the lessons I have learned:
Have a well-defined market
Do you know who your clients are?
If your answer was “Everybody” or something around it, I have to tell you. Think again.
Although there are companies which attend big markets, no one targets everybody – even if you lack competitors.
Ask yourself and peers, check who your target is and aim them for your campaigns. People want to feel special. You won’t want to be remembered for your bad offers.
Start a conversation
In a cold email message, your target is your target’s answer, even before any sale. By misunderstanding it, tons of companies end up in spam boxes everyday.
Don’t be the spammy sender. Instead, start a conversation and build a relationship with your target. It might take longer than you thought at first, but it builds strong relationships and, as consequence, loyal customers.
Be persistent, but not irritating
More common than receiving a “Mail Status Failure” messages is to receive no message at all. People are busy and often they just don’t answer you.
Nevertheless, there are important points you can explore before giving up, the following structure gives an example of what you might do:
- Initial email;
- Follow on Twitter;
- Favourite some posts;
- Send a second email;
- View LinkedIn profile;
- Send third email;
- Add on LinkedIn.
Also, always track emails you send in order to perceive when your recipient opens and clicks in your email. If they still don’t convert, go to the other one. After many steps you end up becoming the annoying salesperson – which will be completely unvaluable to your company.
I learned after sending thousands of follow-ups that you shouldd end up seeking for a quick answer
In the end of every message, make sure it will be easy for your target to answer quickly. The easier you make, the more answers you get.
Many email tools, such as Gmail, have one-click answers, which make your job even easier. Just be careful with cliché phrases, such as:
Please let me know if you’re interested!
Instead, think creatively in order to make the real most of your message (and your time, of course). Make questions which can be easily answered with a YES or NO. E.g.
Would you mind trying our product for free if I send you a link?
Can we have a meeting next week so we can discuss it?
In the end, the most important thing you can do is to follow-up. As you send your messages, you’ll learn after sending more and more about your clients and your company.
I hope I have clarified some of your thoughts. Thank you for reading!