6 Tips on How (Not) to Send a Cold Email for Sales

If you have a targeted lead list and your response rate is less than 10%, your sales approach through email could use some work. Let's dig into what was wrong with their previous approach by touching on some of the reasons why emails actually fail.

1. Too Many Ideas

You might have an amazing product, but if you highlight too many value propositions in your emails, you'll confuse readers. After all, a common sales saying goes, "A confused mind always rejects an idea before even considering it".

Stick to one idea. Simplicity works surprisingly well and all of the copy you write should support that one idea. Whether you're piquing their interest, adding value, making a persuasive claim, or providing proof to support your claims, you should always stick to one idea.

Here's what you need to watch out for and remove if you can:

• Multiple themes in the email
• Claims which are not relevant to your main point
• More than one call to action

2. Too Long

Your readers don't want to read a thesis on email if they already don't know who you are. First, provide them with instant value and establish trust. This is super important because you have to do this first before you can earn their attention.

This to look out for are:

• Irrelevant information
• Boasting or making claims that aren't ground in fact
• Asking the reader to do too many things

Structure your sales email in a way that is clear and concise. Make sure it communicates the following:

• Value you add
• Offer you're making
• Proof which supports it
• The action you want your readers to take

3. Too Self-Centered

Nobody ever likes the person who only talks about "me me me". Don't let your email talk too much about why you're awesome, especially if you're reaching out cold for the first time.

What to watch out for:

• A lack of language around your reader's problems
• Copy that focuses on features rather than benefits which could help your readers solve a problem which they are currently facing.

4. Too Fancy

Overly complicated and fancy email templates can make your emails seem impersonal and spammy. No one thinks they're getting a personal email if it's too pretty.

What to watch out for:

• Time on visual collateral rather than copy
• A generic language that reads as though it could apply to anyone
• A lack of segmentation in the email list

5. Too Soft

This is a fair balance between being assertive and being too soft. If a reader doesn't know you then they know they're probably being sold to. Soft language just beats around the bush and undercuts your message.

Phrases to avoid are:

• You don't know me, but
• Whenever you have a second
• I know your time is valuable, but
• Would it make sense for us to chat?
• Sorry to bother you..

6. Too Robotic

It's a mistake not to include a human element to your emails. Cold, rigid emails that do nothing but harp on generic marketing points is a surefire way to turn readers off.

Watch out for language like:

• To whom it may concern
• Thanks in advance
• I guarantee that this product will...