Someone announces it at least a dozen times a week across the various different content outlets available to them; cold email is dead. Cold emailing sucks. Cold email is a waste of your time, don’t do it.
None of that is true. Cold emailing works. It’s always worked and it still works. Cold emailing is one of the most powerful tools you can utilize to gather leads and secure new business for your business. But like everything, there’s a right and wrong way to do things.
Most of the people who claim that cold email is dead are usually those who gave it a try and found it just did not work for them, so they gave up and started complaining how bad it was instead of trying to learn from their mistakes and improve their strategies and techniques.
If they had taken a closer look at their past efforts with a more critical eye the chances are good that they would have discovered that they probably made the mistake of believing some of the most common myths that are out there about cold email best practices and that by doing so they damaged their campaign.
There are lots of these cold email campaign killing myths out there, here’s a look at some of the most common:
Cold Email Myth #1: Using Tried and Tested Templates is the Way to Go
Making use of a standard cold email template is something a lot of people want to do. If you head to Quora, or LinkedIn, or Redditt and search up ‘cold emailing’ you’ll find it’s one of the most frequently asked questions; where can I find a template for cold emails?
Once in a while making use of one of these copy and paste templates works, but it’s rare. Why? The answer is something of a no-brainer, everyone is using them. Nothing in a template email stands out to engage the reader, so why should they bother to read more than a line or two? The fact is that there is no harm in looking for successful templates for inspiration, but you have to find a way to make it yours.
Cold Email Myth # 2: The Subject Line is the Most Important Thing Copy Doesn’t Matter as Much
A very common mistake many would-be cold mail marketers make is that they spend ages trying to come up with the very best subject line they can but then pay far less attention to the copy of the email. They forget just as writing that amazing subject line is essential to capture the recipient’s attention, even better copy is a must if you want to hold on to it.
The fact is that the copy contained within a cold email is as important as the offer it’s trying to get across. Word choice is important, the tone is important and even the way you sign off is important too.
Cold Email Myth #3: People Hate Cold Emails Anyway
No, actually they really don’t, as long as you keep these very simple ‘rules’ in mind:
- Make sure the email offers them something of value
Stay concise and to the point.
Make your cold emails warmer by personalizing them
Be friendly and helpful, not pushy and ‘shouty’
Be genuine. People don’t hate cold emails, but they do hate fakes.
Cold Email Myth # 4: You Don’t Need To Segment Your Email Lists
To get the good results you are hoping for from any cold email campaign your message has to be relevant to your audience, even if you don’t know them very well yet. And the best way you can try to ensure that is by segmenting your email lists.
Cold Email Myth #5: You Shouldn’t Be Too Direct With The Ask
Some would be cold email marketers think that if they are too direct with their ask – their CTA – it will put people off and hurt their chances of success. But the fact is that by NOT asking directly you’ll hurt it even more. If you don’t tell a recipient what you want them to do, they can’t do it. Your call to action is the reason you’re sending an email so, be clear in the ask. You don’t have to be too pushy if that’s not your style, but you do need to be clear.
These are just a few of the most common ways that people sabotage their chances of cold email success. There are many more. Want to learn more? Check out the great advice here.