The Ultimate Guide to Cold Email Marketing


Did you know that, according to the U.S. Small Business Administration Office of Advocacy, there are over 31 million small businesses nationwide? Additionally, these small businesses make up 99.9 percent of all the US economy’s firms.

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Considering how many small businesses are out there, it can be stressful as a small business owner to figure out ways of standing out and getting more customers.

Fortunately, with cold email marketing, you can build up your customer base. It’s all about using the right email marketing strategies to get attention from the right people.

However, how do you get started? Not to worry, we’ll cover everything you need to know about these strategies in this ultimate guide to cold email marketing.

Finally,  you can master this type of email marketing and get more customers than ever. Read on to learn more.

What Are Cold Emails?

Before we go any further, it’s important to review what cold emails are. Basically, when you send a cold email, you’re sending an outreach message, not to someone you’ve communicated with before, but instead with someone you haven’t yet interacted with.

It’s a similar process to cold calling, where you call prospects up to find out whether they’d be interested in a service or product.

However, this process is different in that you’re being less intrusive in your emails and you aren’t pushing a hard sell.

Instead, your cold emails should engage your business’s ideal customer and give the recipient the information needed for encouraging a response.

This said, sending a cold email that’s successful can be challenging. Why?

First of all, you don’t already have a relationship with your cold email recipient, so they might not be open to a cold email pitch.

Additionally, you won’t be getting any feedback that’s non-verbal, which in the business world can be helpful in determining reactions.

However, cold emails are quite popular because they’re easy to use, are great when it comes to ROI, and are scalable.

How Cold Emails Are Different From Spam

Before we go into when it makes sense to use cold emails and go through our email marketing tips, we must review how cold emails are different from spam. First of all, when you send a cold email, you’re sending to a lead that’s qualified.

With spam, someone is sending out a blanket email to tons of people.

Additionally, cold emails that are successful are personalized and one-to-one. Spam emails, on the other hand, include the same message.

Finally, cold emails add value and provide information, while spam emails often spread content that’s malicious or misleads recipients.

When You Can Use Cold Emails

There are many times when you can use cold emails. These include creating partnerships, lead generation, link building, influencer marketing, public relations, recruiting, and market research. As you can see, these can be useful for many strategies in your business.

Cold Email Marketing Tips

When you’re doing cold email marketing, you need to ensure that you follow several steps. These include crafting a subject line that’s intriguing, personalizing the content of your cold email, establishing your credibility, and more.

Crafting a Subject Line That’s Intriguing

Because it’s the first thing your cold email recipient will see, your subject line must be intriguing. To ensure you do this, you need to make your subject line interesting and short so that you capture attention fast.

At the same time, you have to make sure you’re clear about what the email is about.

This can be tricky. Fortunately, by answering the right questions, you can figure out a subject line. Think about the target audience for your email and ask:

  • What will appeal to them?
  • Will they consider the email’s content to be relevant?
  • What is the buyer persona?

After you have the answers to these questions, you should have a better idea of how to create an intriguing and brief subject line. Ensure it isn’t pushy and that it’s sympathetic. Additionally, remember not to make it misleading.

Personalizing The Content Of Your Cold Email

If you want people to actually read and respond to your cold emails, then you need to personalize them. After all, an email that’s generalized isn’t going to get much attention because inboxes are already full of so many emails.

Fortunately, you can personalize your cold email by completing research.

Think about the client, what matters to them, what their organization is like, and find an interest you have in common.

Once you’ve completed your research, create an outreach email that focuses on the needs of your recipient and how you can help them meet these needs.

By getting as specific and personalized as you can, you’ll have more success with your cold emails.

Establishing Your Credibility

It’s also important to establish your credibility because the recipient of your cold email doesn’t know who you are. Ensure that you demonstrate who you are (it can help to include your role at your business) and why you, specifically, can help them.

You should also write about why you’re specifically reaching out, any interests or connections you have in common, what you represent, and what your credentials are.

It can also help to include social media proof to establish your credibility. This might include social media shares, media mentions, or testimonials.

Highlighting The Pain Points Of Your Recipient

Another important thing to do when crafting your cold email is to highlight the pain points of your recipient. By doing this, you’ll demonstrate that you’ve researched them properly and that you have a common interest—that of helping them in achieving their objectives.

To identify these pain points, you have to do a bit of research.

To complete this research, speak to people who are familiar with your recipient’s company, study their digital marketing campaigns, and follow them on social media.

Additionally, look up news coverage about them and their press releases.

When discussing their pain points, ensure you emphasize how much these get in the way of what they want. Then, demonstrate how you can help them no longer have that pain point.

Specify What Your Business Offers

The most important part of your cold email is the part where you specify what your business offers. After all, this offer is the reason why you’re reaching out to your prospect. So, what you want to do is to describe what you can do through a value proposition.

This is where you demonstrate how you can add value to your prospect’s life. You’ll also show why it was worth it for them to read your cold email.

Use A CTA At The End Of The Email

You should also use a call-to-action, or CTA, at the end of the email. This is because your recipient if they’ve stuck with you throughout the message, needs to know what to do next. Even if your email is engaging and informative, not much will happen if you don’t have a CTA.

A CTA makes it possible for your recipient to take a step if they’re interested in the value proposition you’re offering them.

Different CTA options include inviting the recipient to download information or a white paper, signing up for your product or service’s free trial, or visiting one of your blog posts.

They can also include an invitation to decide on a date and time for a meeting they’ll have with you.

Use A Signature That’s Well-Constructed

Finally, you should use a signature that’s well-constructed at the end of your cold email. This gives your recipient other ways to get in touch with you, tells them about your role and your business, and strengthens your credibility.

In your email signature, ensure that you include elements such as your company name, your name (first and last), company website, company address, and mobile number.

Additionally, include secondary contact information, and social media profile links.

Need More Information?

Now that you’ve reviewed this ultimate guide to cold email marketing, you might need more information. Maybe you want to get some cold email templates to help you out. Or maybe you want to learn more about software that can make this process easier.

Whatever information you need, we can help. At Vertical Response, we’re experts when it comes to email marketing.

We also offer email marketing software that can make your email marketing efforts much easier and more effective. To learn more, find out more about our software now.

© 2022, Chris Duncan. All rights reserved.



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