Cold Emailing is an integral part of Marketing. However, it’s very rare that the people you reach out to would respond to your emails. Have you ever wondered why?
The average number of emails that a person receives per day is 121, from DMR Stats. This means that your email, if not perceived as important, will likely end up in the trash bin.
With a lot of digital noise that’s out there, how do you get your potential buyers to notice you. Here are a few important tips.
1. Understand your buyer
Before sending out the email, it is important to have an acute knowledge of your potential buyer. Understand his position in the company and if he is the right person to approach. Ask a question, is he the right person to contact?
Do your research. There’s a lot of information out there on social media. Get insights on what will motivate them to take action. Find out what the passions points are. Know how they want to be approached. Use what you’ve learned to make the email more personal. Remember it’s all about relationships.
What value can you really bring. Your profile, your company background, your list of clients and your awards are not important. Remember it’s not about you. It’s about the results that you can get for the potential buyer.
What are the specific outcomes if they get your product / services? How will hiring benefit their business?
3. Make sure it’s a match
If you have the right value proposition that can increase company sales but you end up emailing the head of the company’s customer service it’s going to end up in the trash bin. If you have done the first two things correctly, you have to make sure that your value proposition reaches the right person. Make sure that the person who you are emailing is the one directly responsible for or interested in your product / services.
4. Cut And Paste is a No No
Avoid those email lengthy templates at all costs. They will cost you! These email templates usually offer no connection, isn’t on track and doesn’t provide right type of value. They are just not going to get read. Make your emails more personal and build rapport.
5. Don’t do too much in one email
People send out a lot of information in their email. They introduce themselves, their companies, what the value is, who they work for and then force an appointment. Dumping all those stuff in one email doesn’t spell success. Remember that it’s all about relationships.
Make it short and concise. You can simply state the value of how your product can help the company and then ask “are you interested in taking a meeting?”.
6. Don’t demand for an hour of their time.
People value their time. Come across as some one who can provide value with a 10 to 15 minute presentation.
Not Good: “Do you have an hour tomorrow?”
Good: “I have a product that can increase your marketing by X percentage. If you think that’s valuable, I can show you how we do it with a quick 10 minute presentation.”
A 10 minute chat is less overwhelming than asking for an hour.
7. Help Solve a Specific Business Problem
This is almost the same with providing Value. However, if you can pinpoint one glaring pain point of your client and how you can solve it, your prospects would be able to relate it so much more.
8. Increase market share
If you have statistics that shows how your products can increase the value of the company by a certain percentage, you can use this statistic straight away.
If it’s authentic, it will definitely get your prospect’s attention.
You can do this on two fronts.
The first one is find someone on the top level and get a recommendation. If you know or have someone who knows the president or CEO of the company, your prospect will definitely take the time to look into your proposition.
The second one is you can reach out to someone you know who knows the person. You can find connections in your network who can introduce that two of you. Getting a personal recommendation will get you in a meeting so much faster.