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8 Actionable Tips for Killer Cold Email Campaigns

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close deals 3x faster

Not all the cold emails I receive go straight to my “bad cold emails” file. Some have just enough promise to make me take a second look.

You might have a killer benefit-focused message, but if your call to action is weak or you’re bombarding your prospects with excessive information, your cold emails will fail to make an impact.

My cold email critique this week focuses on how you can make minor tweaks in your messages to craft an amazing cold email that impresses your prospects.

If your emails are in decent shape, but could use some extra polishing, follow this advice. These DOs and DON’Ts  can help you transform your good cold emails into kick ass messages that pack a punch.

This email was sent to the Salesfolk team:

cold email tips

Cold Email Tip #1: Do engage your prospects with a thought provoking question.

What are some of the most significant problems facing enterprise sales teams?

If you want your cold emails to stand out from the all the other emails filling up your prospects’ inboxes, you need to find a way to make them notice you. Your prospects probably receive dozens of emails every day. The emails that grab the most attention are the ones that make them stop and think.

Your cold emails should be the start of a conversation with your prospects. Instead of throwing out a list of all your product’s features right off the bat, try warming them up with a thought provoking question.

Ask your prospects a question that is relevant to both your product and their business. Make them think about their business and the areas that can be improved. Once you can get them to recognize there’s a problem, it’s easier to offer your prospects a solution.

This question could be a little bit more thoughtful or specific, but it’s not a terrible start.

Cold Email Tip #2: Don’t bombard your prospects with too many questions or ideas

Are you facing similar problems? What’s your strategy now?

Asking too many questions can confuse your prospects and distract from your message.

Limit your cold email introductions to one or two sentences. Remember, the goal is to get your prospects to think about one specific idea, benefit or pain point. If you make them think too much, they’ll lose interest and stop reading.

Whether you use a question or not, your first sentence should be highly focused and conversational. Your aim is to solve your prospects’ problems, but you need to do one thing at a time to be effective.

Cold Email Tip #3: Show that you can add value to your prospects’ lives

Our leading research and technology takes these challenges head on, applying predictive and prescriptive analytics to the sales process and codifying industry best practices.

Your prospects probably aren’t responding to most of the cold emails they receive because they’re way too self-focused and feature-driven. They aren’t geeking out with you about all the bells and whistles your product has to offer.

Your prospects crave messages that speak to them and their unique needs. Show them that you understand them and the issues they face on a daily basis. Offer them benefit-focused messages that show your prospects how your product can improve their business and make their lives easier.

This sentence would be better if it explained more concretely how this company was able to benefit their clients, and it would be ideal if they could quantify the impact of these benefits.

Perhaps it would be more relatable and credible if it said something like:

“We helped Client X’s reps close deals 3x faster by comparing their sales process against industry best practices to spot inefficiencies that were holding back their sales cycles.”

When your prospects relate to your message, they’re more likely to take notice and respond.

Cold Email Tip #4: Don’t be vague about how your benefits

Our leading research and technology takes these challenges head on, applying predictive and prescriptive analytics  to the sales process and codifying industry best practices. As a result, your reps automatically focus on the prospects they are most likely to contact, qualify, and close.

Don’t just list the benefits of your product; add context to your messages so your prospects can clearly see how your product can help them.

While this example does highlight potential benefits to customers, it doesn’t connect with the bottom line benefit, which I assume, is optimizing sales cycles/processes to close more deals faster.

However, they do say that their “enterprise clients typically see double-digit gains in KPI’s, close rates, and top line revenue within about 90 days.”

That is a solid benefit, but they should focus on that idea more and build out that message to be the center of their “Social-Proof” sentence.

You need to make it dead simple for your prospects to understand your product’s biggest value to them if you want them to respond.

Cold Email Tip #5: Backup your claims with proof that your product actually works. 

Our enterprise clients (Microsoft, ADP, Groupon, Marketo) typically see double-digit gains in KPI’s, close rates, and top line revenue within about 90 days.

Doing business is full of risks for your prospects. Including supporting evidence like this not only helps to prove the effectiveness of your product, but also helps to ease your prospects’ doubts.

Social proof, like case studies and performance statistics, builds trust and credibility with your prospects and shows that you can back up your claims.

Name dropping a few satisfied clients like, “Microsoft, ADP, Groupon, Marketo,” offers your prospects the promise of future value. When your prospects can see that other companies have benefited from your product, it makes investing their time and money with you less risky.

Cold Email Tip #6: Don’t distract your prospects with articles, videos or external links.

Hear what our clients are saying, and find out why Salesforce.com refers to us as “the holy grail of what sales organizations have been looking for”. [article worth the read]  

Your prospects don’t have time to read through pages of information about your product.

The longer your message drones on, the more likely your prospects will get bored and give up on you. Keep your emails laser focused. The goal is only to get your prospects on the phone. You don’t need to educate them on every single feature and benefit your product has to offer just yet.

Adding external links or PDFs can be a fatal mistake. Any time you take your prospects away from your message, you risk losing them for good.

Don’t worry about giving your prospects all the facts at once. You can explain your product in greater detail once you’ve got them on the phone.

I’m not 100% against including any links whatsoever, but cold emails are not drip email marketing campaigns. You should not rely on prospects to click a link to be interested in your product; your copy must do that. Links are just a “cherry on top,” but alone are not enough substance to get someone to respond.  When I do include links in email campaigns, it’s usually in the “PS” of a later email, or in a breakup email.

Cold Email Tip #7: Do set a time limit to your phone conversations

If your interest or curiosity is piqued in the slightest, let’s have a 5 minute conversation within the next few days to see if our platform aligns with your role and priorities.

The thought of getting stuck on the phone listening to another boring long-winded sales pitch doesn’t excite anyone. You need to make the next step as easy and enticing as possible for your prospects.

It’s easier to get someone on the phone when they know you’re only going to only take 5-10 minutes of their time. This approach is less threatening than asking your prospects to commit to a demo or a phone call that might take up the entire afternoon.

Cold Email Tip #8: Don’t forget to reward & incentivize people for their time

How about later this week?

Believe it or not, your prospects aren’t jumping for joy to hear you talk about how wonderful your product is. They need to know that there’s something in it for them as well.

The problem with this call to action is that it doesn’t offer us anything in exchange our their time.

If you want to move your prospects to action, you need to incentivize your CTA. Offering a few actionable tips or a piece of valuable information suddenly makes a phone call with anyone’s time.

How to Write the WORST cold email ever

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Are you tired of writing great cold emails that get responses?

Would you like to get less qualified leads than you could ever imagine?

Or do you just want to start getting that infamous reputation of a spammer, and maybe even tarnish your brand with extremely crappy cold emails?

You’ve come to the right place then!

This is the guide that can help you write the WORST cold email ever!

Enjoy!

APRIL FOOLS!

worst cold email ever

Why Zenefits’ Cold Emails Lose Their Prospects

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lose prospects

Are your cold email messages actively engaging your prospects, or just putting them to sleep?

Even awesome companies like Zenefits can improve their cold email copy. Recently many CEOs have forwarded me the cold emails Zenefits has been sending them, asking me to critique them in my next post. All the prospects who have received these cold emails from Zenefits have complained that they are too vague and incredibly dull.

This week’s cold email critique will be dedicated to helping Zenefits improve their cold email campaigns by making their messages more benefit-driven and relevant to their prospects.

Here’s the cold email Zenefits sent:

zenefits cold email critique

Mistake #1: Don’t Lose Prospects with Boring, Generic Cold Email Intros

“Hope 2015 has been treating you well! My CEO Parker just shot me a note to see if we could reconnect –  I know you were evaluating Zenefits last year and I just wanted to see if a quick chat would make sense.”

Your introduction’s goal is to hook prospects and keep them fully engaged in your message. Each sentence of your cold email should make your prospects want to keep reading. Boring intros like this one, do nothing to excite or intrigue prospects. When your prospects feel like there’s nothing in it for them on the other end of your email, they’re going to give up and hit the delete button.

If you want to warm up your prospects, you need to put them at ease. You need to convince them that reading and responding to your email is worth their time. Nothing turns off your prospects more than another crappy canned cold email message. Your prospects will be more open to your message if it has a conversational tone. Most people have their guard up against salesy or gimmicky marketing pitches, but you can lower their defenses by taking a more human tone that feels like a one-on-one message.

Cold Email Pro Tip #1: Everyone loves to have their ego stroked. Instead of starting your cold emails with a self-serving angle, compliment your prospects or ask them an intelligent question that speaks to their role/expertise. Taking an ounce of interest in what your prospects think, feel and care about goes a long ways toward getting more responses.

(For more tips on writing engaging cold email introductions, check out this post.)

Mistake #2: Turning Off Prospects With Self-Focused Messages

“Since we last spoke in 2014, we’ve hit some major milestones in our growth – We got recognized as the Hottest Startup of 2014 (Forbes article) and the fastest growing insurance brokerage in the nation.”

Your prospects don’t care about how many awards you’ve won or the number of milestones you’ve achieved. They only care about how your product can help improve their business or life.

No one likes a show off, so avoid talking too much about yourself or your company. Remember, it’s not about you; it’s about the customer. Your prospects want to see that you understand their business and the issues they face on a daily basis. Focusing on yourself comes across as obnoxious and disingenuous, which turns your prospects off completely.

Pro Tip #2: Give your prospects a message they can relate to. Put yourself in your prospects’ shoes, and think about who your ideal buyer persona is. Considering these questions before you begin your campaign will help you develop messages that speak directly to your prospects and their needs:

What are the buyer’s pain points?

How will this person benefit from my product or service?

How will they use they use my product?

Are there any objections this person might have to prevent them from responding or buying?

(For more tips on avoiding vanity in your cold emails, check out this post.)

Mistake #3: Overwhelming Your Prospects With Too Much Information

“In addition, we’ve released a wider portfolio of benefit services (401k, FSA, commuter, etc.) and have added a number of new features to our platform (PTO tracking, time&attendance, stock options, etc.).”

Everyone gets excited about new products and features, but focusing too heavily on these distracts from your core message. Don’t try to do too much with your cold emails. The longer your emails drag on, the more likely your prospects will become bored and give up.

Your prospects aren’t impressed by all the sleek new bells and whistles your product has to offer. They only want to know how your product is going to help make their lives easier. People don’t have time to read and wade their way through jargon. Don’t waste your time or the readers, and just focus each email on one short and sweet killer benefit. Remove all the other fluff – it doesn’t add value, and actually decreases your chance of getting a response.

Cold Email Pro Tip #3: If you’re relying on bullet points to get your point across, you’re doing it wrong. Resist the urge to list out all your product’s features. Just choose one feature/benefit and focus your entire message on that thing, and how it adds value.

You don’t have to go full-kimono and reveal everything on the first email. All you have to do is get them to respond; you can explain more on the phone after you get that “first date.”

Mistake #4: Show Your Prospects Your Value, Don’t Tell.

“I’d love to demonstrate how can help streamline your redundant processes, keep your company in Obamacare compliance and save your team a ton of time on administrative work. I know you’re busy now, especially with wrapping up the week, but would you be available to reconnect sometime this month?”

Your prospects’ inboxes are full of cold emails claiming to help save time and increase productivity. So, how can you make your cold emails stand out from the rest? Instead of telling your prospects how awesome your product is, prove it to them.

If I was reading this email from Zenefits and had no idea who they were, I would be skeptical of all the things they were promising. If I was their prospect, this is what I would think:

“Does this startup have any customers or results that show the value they’ve delivered to their customers? …I don’t know, but I’d be a lot more convinced of their value if I saw names and numbers…”

Col Email Pro Tip #4: Prove your worth by including some kind of social proof that demonstrates the benefit your product/service can deliver. Include a “mini case study sentence” that shows statistics that help quantify your value. Pointing to real results not only builds trust and credibility with your prospects, but also helps to ease their doubts, making it easier for your prospects to say yes.

Need more examples? Check out this post we did on crafting social proof sentences.

3 Cold Email Calls to Action that Get Responses

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SalesFolk_CTA

What type of impression are your cold emails leaving on your prospects?

If your emails have high open rates but aren’t getting any responses, you probably need to work on your calls to action.

Far too often people obsess about their email introduction and benefits/features, and neglect their calls to action (CTA). However, your CTA is the last impression your prospects have of you and your product/service, so it needs to be crystal clear and incredibly persuasive. If you don’t give your prospect clear instructions as to the next step you want to take, and neglect to incentivize them to respond, you’re wasting your time doing cold email. Be clear about the next step you want your prospects to take, so you don’t leave them confused or uninterested.

Instead of leaving your prospects bored and confused wondering why you emailed them, use these calls to action to help strengthen your pitch and push your prospects to respond.

1. Hold your prospects’ attention by keeping your calls to action short and simple

“When do you have time for a short call so I can learn a bit more about {!Company}’s sales processes and share my sales productivity idea with you?”

Your prospects are busy people. They probably only have a few minutes to skim through your cold email before they decide whether or not to hit the delete button. If your closing line is too long winded or unclear, you’ll turn them off.

To keep your prospects engaged, your CTAs need to be clear and to the point. Limit your CTAs to one or two sentences maximum. If your closing line is too long, your CTA will get lost and your prospects won’t understand what you’re asking them to do.

The shorter the better.

Your CTA is just a simple request.

Avoid including attachments like PDFs and video links. If your message is clear enough, your CTA doesn’t need the extra clutter. Your last impression should direct your prospect towards moving towards the next action step you want them to take. If you redirect them away from this you risk losing them. The farther you take your prospects from your core message, the more likely they are to forget your business’ benefit or lose interest completely.

2. Don’t overwhelm your prospects by asking too much

“{First}, let’s schedule a 10 minute call so I can share this idea with you. When works best for you?”

Your prospects receive dozens if not hundreds of emails every day. The last thing your prospects want is commit to another time consuming demo about a product they’re not certain about.

Instead of asking your prospect to schedule an open-ended call, set a time limit for your conversation. Asking your prospects for only 10 minutes of their time is a less threatening way to ask them to engage with you. It’s easier for your prospects to say yes when they know they won’t be stuck on the phone indefinitely.

If they say yes, be sure to honor this and not turn a 10 minute call into an hour though!

3. Entice your prospects by offering something of value

“When do you have 10 minutes so I can tell you a few other warning signs {{Company}} can look for to prevent churn?”

No one is excited to do a demo. (Unless it’s for oculus rift?)

Most cold emails spend too much time discussing product features. Your prospects don’t care about all the things your product can do or how many awards your company has won. If you want to get your prospects on the phone, they need to know that they’ll receive something of value in return for their time.

What’s the benefit? Why should they respond?

Prospects want to know how your product/service is worth investing a few minutes of their time. Asking them who the decision maker is outdated and overdone. Your CTA should clearly explain how your product/service can improve your prospects’ lives.

Whether it’s a few quick tips or sharing a new idea that will help improve their business, adding some kind of value will build credibility and trust with your prospects, making it easier to take the next step with you.

3 Ways Your Cold Emails Can Prove You’re Worthy

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Do your cold emails really convey your worth to prospects?

Do prospects read your cold emails dying to have a conversation with you because of the value you and your company consistently add to clients, or are they skeptical that you’re full of bullshit?

Just throwing facts and figures at your prospects is not enough to provide a compelling case that your business can benefit them. If you want your prospects to even begin to trust you they need to see that you’ve delivered results for other customers.

Rather than rattling off a grocery-list about why your product is wicked awesome, the best way to win credibility with prospects is by demonstrating your value with a case study sentence.

Name dropping a happy client or two with a solid statistic is a great way to do this. Remember, you’re just some random stranger sending a cold email asking for precious time. Make it easier for your prospects to say yes; reduce the potential risk that a phone call with you is going to waste their time by showing them a track record of adding value with other customers.

Here are 3 proven ways to incorporate social proof into your cold emails:

Cold Email Examples #1: Push Your Prospects’ Pain Points

Because meetings don’t usually surface the tough issues, management at [CLIENT SOCIAL PROOF EXAMPLES] are using our weekly questionnaires to uncover bottlenecks and avert crises in their teams.

If you want to reach your prospects, you need to prove that you understand the responsibilities and problems they face on a daily basis. Knowing your buyer personas’ pains and priorities is the key to using social proof in a highly effective and targeted way.

This cold email was successful because it highlighted how their software has helped other companies in the same industry are solving their management struggles. Effective cold emails often remind prospects of their problems and then demonstrate that they can offer a credible solution.

Cold Email Example #2: Incentivize Your Prospects With the Promise of Value

I have an idea that I can explain in 10 minutes that that can get {!Company} its next 100 customers. I recently used this idea to help our client {!SaaS Company/Competitor} almost triple their monthly run rate.

Your prospects crave things that can add value to their lives and business. It’s easier to get your prospects on the phone when they believe they’re going to receive value for their time.

This cold email helped net 16 new customers because it tantalized prospects by offering a piece of advice that could give them something they craved–more business. And who doesn’t want that?.

The promise of sharing a valuable or interesting idea is often a powerful way to tap into a prospects’ intrigue and desires. What makes this cold email even more effective is that it is reinforced with the credibility that this particular idea has already added tremendous value to other customers. When you can build a sense of trust combined with high value, your prospects are more likely to take the next step with you.

Cold Email Example #3: Entice Your Prospects With Sexy & Real Numbers

One of our clients, [CLIENT SOCIAL PROOF EXAMPLE] was able to increase their sales teams’ daily outbound calls from 14,000 to 21,000 within one quarter, and increased revenue by 43%.

Nothing entices potential customers more than the allure of proven success. Your prospects want to be better and more efficient, so give them something to aspire to.

This cold email highlighted very specific results that its audience can relate to. Generic statements about boosting productivity or increasing revenue don’t impress your prospects. Instead, point to exact numbers that you’ve achieved, which show how your product/service can produce proven results for your prospects.

Our free guide, Seductive Copywriting Secrets For Crafting Cold Emails, also contains more examples on how you can build social proof in your cold emails, and there are even more cold email copywriting tips in the Cold Email Mastery Course.

Be a goat, not a sheep!

We always strive to create captivating copy that is unique, actionable and adds value to prospects’ lives.

Want help with your cold emails? Request a call: