What is a Cold email: definition, uses, and tips

To sell a product or service, it’s essential to use a complex approach that will help spread information and get prospective buyers to go further and learn more about your offer. Having determined the target audience, you need to think over the channels that allow delivering data right into users’ hands. And when making a plan of action, don’t forget cold emails as they are one of the most productive means.

What is a cold email?

In short, a cold email is an initial email you send to a potential customer without prior contact. The notion of “cold emails” may bring to mind “cold phone calls.” Although the concepts seem very much alike, in reality, emails are much less obtrusive.

Cold email vs. spam

You may wonder if cold emails may be referred to as spam? Not always. First, you address your target audience who may be interested in the provided data. Unlike bulk emailing, your message will be personalized and include no false or prohibited content. Besides, you can check our blog article on how to avoid spam filters when sending out cold emails to new leads.

Cold email vs. spam

Why is cold emailing important?

These days it is hardly possible to find a person who doesn’t have an online mailbox. Almost everybody prefers using technology instead of classic paper letters. It means that you can find your target audience online, no matter the age.

The Internet has penetrated all the spheres of everyday life and made it easy to find and purchase the desired products. Thus, sellers acquired unlimited opportunities for marketing. With minimum effort, they can deliver any service to those who may need it. 

Here are some of the uses for cold emails:

  • Lead generation: This is the most common reason for cold emailing. 89% of marketers use email as the primary channel for lead generation. All you need is just email addresses of prospects in your target market.
  • Invitation: If you’re doing a podcast, having a workshop, or having a webinar, inviting people by cold emailing can help build a productive relationship.
  • Market research: You might need to identify the pain points of your target market or to validate your startup idea. Cold emailing is one of the ways of doing your research.
  • Hiring: People that you need might be working for someone else but looking for other opportunities. LinkedIn and email are the best ways to contact them.

How to create a quality cold email?

It’s not easy to stand out above others when attempting to promote your business. The probability that computer and mobile device users will open a letter from an unknown sender isn’t too high. Still, there are many ways that can help you design a good letter that will draw recipients’ attention and make them read the contents. 

Provided that the recipients are not the ones you know in person, make sure your emails are well-arranged. Below you will find useful tips that can help you compose a letter that will have a viable chance to be opened.

Go over the mailing list

It should include only those who may be interested in your offer. Make use of lead generation techniques: detect users who once visited your website and, say, subscribed to newsletters or filled in the request form. Then, add them to your list. These people already have a clear idea about your product or service and may find it interesting. 

Browse forums or social media like LinkedIn and see who left comments and asked questions concerning your business. For bulk email search and verification, use professional tools like Snov.io

Represent yourself

Make sure you fill in the “from” and “to” fields appropriately and make up a good cold email subject line. Imagine that the recipient is expecting your email and act accordingly. It’s essential to avoid any kind of cheating and selling phrases. They may get the person to open your email; however, once the bluff is detected, you are likely to be blocked forever.

Don’t forget to add all kinds of contact info, including the phone number and the address of your office. You can arrange them in your signature. Adding links to your pages on social media channels can come in very handy.

Do's and don'ts for cold email

Prepare a good text

If you use cold email templates, make sure your mail doesn’t look spammy or contain standard advertising phrases and slogans that may arouse distrust. Be neat, concise, and exact. Recipients should find it easy to figure out why they received your email. Don’t make them search for the actual point of the message.

Don’t overload the email with images, links, and fancy fonts

Although the use of pictures and videos is an effective way to reach potential customers, try not to pack the message with them even if they appear highly informative.

Big headings and excessive color can make your mail look like an advertising leaflet. You know that they usually go to the trash bin.

Decide how you will send emails

Although this step has nothing to do with actual mail-creating, still, this is an important aspect that should be carefully thought-out.

In case you prefer to make it on your own, make sure you are not going to exceed the limit set by your Internet provider. Another important point is to check that the recipients won’t see other addressees. Unlike bulk-mailing, your message should be truly personalized.

Check out available mailing services. Choose among the variety of free and paid tools. Some of them offer useful features that can significantly simplify the task: tracking of open rates, link clicks, etc. We have made a short comparison of the most popular drip mailing tools

email drips

Wrapping up

Being a part of email marketing, cold email outreach allows developing and expanding customer base. While e-marketing plays a major role in the promotion and direct sales, cold emails can perfectly serve as a delicate invitation to potential cooperation. 

Try to get over the desire to apply “screaming” attention-drawing methods; opt for maximum neatness and customer-centered mindset. Think about users’ reactions when they check the email. Help them get it right – the new inbox message contains useful information about the product that they need. Focus on the client and ensure positive advertising experience. 

In the end, nobody likes to be followed by annoying sales-advisors in the market. Let your email become the first step in your long-term relationship.

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