It’s a common problem in the business world: You want to reach out to someone, but you’ve never met him or her before—and you have no connections in common who can introduce you. So, you’re left with two options. One, giving up. Or two, sending a cold email and hoping it works.
Cold emails can leave people feeling, well, cold. But that’s because most people don’t know the tricks to getting them read and responded to.
Want in on some of those tricks? Ok, you asked, we delivered.
Show Your Value
You know what does work? Providing value that is related to what you do and making your ask as specific as possible. The worst cold emails ask for a great deal without an explanation of what is being offered in return. Think about it: Would you help a stranger out who messaged you out of the blue saying, “Hey, give me a job?”
Instead, ensure your email explains what you do and how it’s related to what the recipient does. It helps if you fill in this blank before crafting your message: “In exchange for [X], I can offer you [Y].” While you don’t want to write it so robotically, you do want to make sure there is a Y.
Make Your Request Small
You should be upfront and honest about why you have sent the email, and make your request a small one, or something that would take very little effort for the recipient to comply with. No matter what some marketing gurus might say, very few strangers will be prepared to meet you for lunch or take time out of their busy day to book a long meeting with you just because you would like them to. I mean, would you?
So, instead of heading into a cold pitch with the biggest ask you can think of, start small. What’s the bare minimum you need from this person? A short phone call to ask two or three very specific questions is almost always a better place to start than a one-hour coffee meeting.
Create a Great Subject Line
Remember that 80% of the success of a cold email is in the subject line. Yes, you may not know the person, but if the subject line is enticing enough, then you have a chance.
You can usually judge an email by its subject line. While a good one gets you excited to open that message, a bad one makes it easy to send it straight to the trash without a second thought.
When it comes to cold emails, go one of three ways with your subject line:
- Be flattering (“Inspired by Your Speech at Conference X”)
- Leverage connections (“Friend of Tom Brown’s Interested in Talking to You About Y”)
- Be specific (“Fellow Small Business Owner With a Quick Question About Z”)
- Whatever you do, though, don’t make subject lines an afterthought. Take the time to craft yours and make it good.
Keep it Short and Enthusiastic
Be direct, quick, and enthusiastic. Nobody wants their time wasted. Everyone wants as much info as possible. Nobody will respond to you if you don’t excite them. If you can keep it under six sentences, that’s good.
100 Days Of Cold Email
Want to learn more about the power of cold email for lead generation and more? Our Founder, Deepak Shukla has put together a playlist with 100 videos all about cold email! Watch them for FREE on YouTube!