Every now and then we all need to revisit basic concepts, if you’re into email marketing, then this article is for you. Cold email has been practiced for a long time and while is not at a peak in popularity right now, it can still be helpful. Beginning with the basics let’s refresh our knowledge about cold email.
In here you will learn what cold email is, how to send cold emails and if it does still work. With the added bonus of knowing how to send cold emails without being labeled as a spammer. A cold email campaign can be a really powerful way to attract attention to your business. However, before ever reaching a successful one you have to be clear on the basic concepts presented above.
Don’t worry if you have experience in the area but just don’t do cold emails too much. Or if you’re just starting out in the email marketing sector, this article is at everyone’s level. Let’s begin with the questions above, but for that we have to be clear on the following.
This is to say that we will be presenting answers for the above using the following approach. While at the same time answering to these 5 core pieces as part of what you should know about cold emailing.
Cold email is whatever email you send to your prospects, with no prior relationship with your brand, that have not opted in to receive your emails. Think of this more like a door to door sales approach, rather than an uninvited proposition. It is after all, a way for you to get more subscribers/clients.
It should be noted that cold emails are not the same as a newsletter, and the reason is obvious. While the newsletter focuses on bringing new information to a subscriber, the cold email focuses on pitching your services to someone. Also, your cold emails are a one on one type of email that is usually personalized for a particular audience.
This last bit is as to say that your cold emails are supposed to generate interest in their recipients. All in hopes of increasing your subscriber count or increasing your conversion rate, thus increasing your sales. We do have an example template ready for you.
“Hello! [First name of the recipient].
My name is [first name of the person sending the email] and I’m [position in the company].
I know how busy you must be so I’ll take as little of your time as possible. I’ve followed your work for sometime now and I think is great. [Personalized message about the recipient’s activities].
From all of us here at [Brand’s name] I wanted to reach out to you and see if there’s a chance that you would like to know different ways in which you can improve your world. We can offer a lot of assistance in different areas such as [areas of specialty and service in the company].
We at [Brand’s name] are always available to you and your needs. We would be really glad to hear from you, so reach out to us if you think that this is something you might be interested in.
[Full name and position in the company].”
You’re free to make any changes to deem necessary to this template, it is a free example after all. While on a more serious note you should always keep present the big difference between a newsletter and a cold email. Especially when choosing a platform on which to send your email campaigns. For instance, most people use MailChimp as a platform from which to run their cold email campaigns. This is a big mistake; one often results in dramatically decreasing the deliverability of their emails. But this in itself is a whole different topic.
While the issue of whether an email in considered spam or not, depends on the recipient of the email. We can most certainly say that cold emails are not spam. First of all, spam is considered a criminal act now day’s and it’s punished. Using the analogy with a door to door salesman from earlier, the salesman won’t go to prison, or be issued a fine, just for nocking on your door to offer you a product. The same applies for cold email.
This is not the same as to say that some people won’t be inclined to label your cold emails as spam. This can be due to the format used, sometimes it has more to do with the recipient’s mood or a spam filter. Do keep in mind that the salesman in our analogy would face problems for keep nocking on your door once you’ve told him you’re not interested. The same does apply for cold email, if a recipient is not interested it is best to leave it be, do not risk a spam complaint.
The first thing that you should be aware of when sending cold emails is the CAN-SPAM act. You can send emails to business people that you don’t know. This is as long as you follow the rules dictated by the Federal Trade Commission, in the U.S this is. More on this can be found in our article about the CAN-SPAM act.
Just sending cold emails won’t get you blacklisted or your emails to be labeled as spam. The format you use in the emails, as well as the content, might.
This is a question being asked by most people in email marketing at some point in their careers. We’ve addressed this very issue in our article about why emails go to spam in outlook. While our article addresses the Outlook platform mainly the concepts can be applied in general. However, here we can give you a brief list of reasons this happens.
The first thing that will help you with your cold emails is personalization. The mission of your cold emails is not conversion, contrary to what most people think, it’s to catch the attention of your recipient. With this in mind you never play the odds with cold emails, you play the person.
Your cold emails should be personalized and cater to your recipients. This is why you always have to do your research on your recipients. Try to empathize with your prospects and get details and specifics about why they should pay attention to you. This will show that you are interested and will make them much more likely to actually reach out to you.
While we provided a free example above, any other template for cold emails won’t differ much from that one. You can change the reason of the email and other details, however most follow the same template. Just remember to personalize your emails and make your recipient interested on your brand.
You might have heard about not doing this or the other in an email campaign. Here we will address the most common myths of email marketing. Keep in mind that there is no rule over who is successful and who isn’t, some campaigns are a complete success and other are a complete failure.
Below we will be addressing the following myths.
Let’s begin with the most obviously fake of all.
Okay, this is absolute nonsense. Images work greatly in your cold emails. You can add a compelling image of your brand or yourself in the email, this will help you make a connection with your recipient. You can also add landscape images with vibrant colors that make your cold email feel more alive.
Images are a great addition to your cold emails and will work wonders for your response rate. In other words, this myth is completely fake.
This one does have a certain reason to it, but it is not completely true. Your subject line should be precise and friendly while being optimized for any mobile device. However, your actual email should not be as short as some people might lead you to believe. In fact, there is no proof that short emails work better than long ones when it comes to cold emails. Just remember to stay on point and make sure that all you put in the main body of the email is relevant.
Different times and days work for different people and campaigns. Is not always going to be the same for each person. However, there are days and times where emails are more likely to be opened, more on this can be found in our article about the best time to send your emails.
Remember that this does depend on the nature of your emails, the geolocation of your recipients and much more. The best advice we can give you on this regard is to do your own research.
This is actually something to concern yourself, but to a point. Using one or two words in full caps is no big deal. However, writing your whole email in full caps might lead your email to be labeled as spam. This is due to the format of your email being too similar to spam emails.
While more on subject. Using spam words such as “Buy now”, “free” or others are not always the worst. Do keep in mind that this not an issue largely due to the nature of your cold emails. The body of your emails should feel organic and it should resonate with your readers, therefore you won’t be using words like “buy now” too often.
This cannot be overly stressed; you should always make an effort to try to get information from your potential customers. This of course applies to your cold emails. The basis of any cold email campaign should be getting to know your public and their needs.
This will make you much more likely to empathize with them and be able to create a connection. This leads to a faithful consumer base of clients that are engaged with your brand and can offer a lot more than just money.
People can smell fake complements from miles away. When running a cold email campaign your aim is to look professional and reliable, while sounding true to your words. This help you build your trust with your prospects as they see you as an honest and concise person.
This is similar to the attitude you should have when doing business with another company or person. Just don’t bother to suck up to your prospects, it will likely not lead to a response, and if it does it won’t be such a good one.
This last one is an absolute lie. The GDPR states under recital 47, which is named “Overriding legitimate interest”, the following.
“The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest.”
While the GDPR does engage actively in the fight against spam, it has nothing to do with cold emails. Remember that we’ve clarified that cold emails are not spam, therefore the GDPR won’t go up against them. However, once your recipient says “no” make sure not to keep sending them cold emails, this will be considered spam in the given case.
Given the length of the topics covered here, let’s recapitulate what you should get out of this piece.
Now you have a clear understanding of what cold emails is, how to best apply it and the its hidden dangers. Do make sure to apply this knowledge in future email marketing campaigns, and remember to always try to create engaging cold email templates that can resonate with your prospects.