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Each week, I bring you battle tests, sales plays, and learning lessons from my experience as a Founder, VP of Sales, and my current role as the Managing Partner at Leadium, where we help world-class B2B sales teams drive revenue through our done-for-your top-of-funnel services.

How to Win With Cold Email

The average cold email response rate is just 7%, which isn't great — especially when considering the time and effort it takes to create these marketing messages. However, don't let this statistic put you off. In my experience, you can boost open and response rates by following these tips. 

Come With an Attention-Grabbing Subject Line

Potential customers won't know about your products and services if they don't open your emails. So encourage them to click on your messages by using the right subject lines. These titles might include words and phrases that catch the attention of prospects, such as:

• Urgent

• Read now

• Special offer

• New

You could also include an interesting fact or figure that resonates with potential readers and encourages them to open your outbound messages. Consider opening your subject lines with intriguing phrases like "Did you know..?" or "Here's something that..."

Finally, try to keep subject lines short and sweet. Aim for ten words or less if you can, even if you have lots of information you want to get across. 

Customize Cold Emails

Never use a one-size-fits-all approach for cold email marketing. Instead, segment your audience based on shared interests and characteristics and customize marketing emails for these sub-groups. For example, you can use different messaging for different audiences for more effective communications. 

You should also personalize emails by using each recipient's name in subject lines and message bodies. Go one step further by including references in emails intended for different audiences, such as mentions of local sports teams or news stories. 

Include a Killer CTA

A call-to-action (CTA) is, perhaps, the most important part of any cold email. It encourages readers to take some kind of action, such as booking a sales call or purchasing a product. So make sure your CTA does what you want it to. 

You can create more effective CTAs by including actionable words and phrases that encourage action, such as "Schedule (a sales meeting") or "Sign up (for this special offer)." Also, think about how to make your CTAs more visible in emails. You could use bold text, for example, or write your message in a bright color. 

Allow Prospects to Reply Directly to Messages

Many businesses make the mistake of sending cold communications from no-reply email addresses that can't accept incoming messages. That prevents prospects from hitting the "Reply" button and responding to sales teams directly. 

Instead, send emails from addresses that can receive messages from potential customers. That way, prospects don't have to create a new email and type out an address if they have a quick question about your products and services. 

Takeaway

Forty-three percent of salespeople think email is the most effective channel for sales. However, many businesses struggle to create effective cold emails that increase open, read, and reply rates. By following the tips above, you can make your messages more productive and move prospective customers through your sales funnels.

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See you again next week!
-Collin Mitchell