Being aware of strangers is nothing but human nature. Therefore striking up a conversation with someone you don't know can be awkward regardless of the situation - especially when the conversation is likely to meet a financial end.
Cold sales outreach can be exhausting and ineffective when you don't know what you're doing - and that's not specific to active communication like face-to-face meetings or phone calls. This applies to email too.
Sending cold emails with the hope of a better conversion of results can be difficult to pull off, but not impossible. If you have some understanding of the practice and how to do it right, you would have a better chance of succeeding.
Let's review what cold emailing is, its effectiveness, some tips and compare the practice to its vocal equivalent - cold calling.
What is cold emailing?
It's a subset of email marketing where usually a sales representative sends unsolicited emails to prospects without having previously contacted them.
You might even have a few cold emails sitting in your inbox - some of which might be unopened, gathering dust. It's fairly common practice that several companies still employ, but just how effective is Cold Emailing?
Does cold emailing work?
It definitely can because this is a core strategy for a lot of companies. Statistically however cold emails don't convert particularly well.
It's easy for the recipient to shrug off a random email from someone they've never spoken to. After all cold emailing is similar to cold calling.
If you want to get the most of your cold email efforts here are a few pointers you should consider when you write your future cold emails.
Cold Emailing Tips
Cold emails need careful consideration and thought process. If you are targeting consistently and have put enough thought into it your cold emails are more likely to consistently deliver results.
- Perfect your subject line
- Make it clear why you're reaching out to them specifically
- Use social proof and point to results
- Keep it short, simple, and written like a human
- Make sure your email is written with a clear intent
- Touch on a real pain point.
Conclusion: Differences between cold calling vs. cold emailing
Cold calls have their own place and the same with cold emailing. Neither should replace the other as both offer different benefits and suit different situations. Cold calls can be more dynamic but cold emails can be more convenient and can be easily automated, tracked, and forwarded - generally more time effective.
Ultimately, you should look at these few factors before making any allocation such as timing, content, prospect's professional level, and the decision-making authority.
The best cold emails take time, research, understanding, and personalization. If you are willing to put effort into your emailing strategy, you'll more likely be able to see the results you are aiming for.
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