Cold emails are emails sent to potential customers who have had no prior contact with the sender. It pitches a sale to the potential customer and tries to reel them in to form a business relationship.
The primary function of a cold email is to grab the receiver’s attention. Another important condition is that senders of cold emails must ensure that their emails are easily distinguishable from spam email.
To grab the reader’s attention, the email must be personalized. The sender must eliminate the disadvantage they are at owing to being a stranger to the potential customer. This can be done through thorough research alone. Another thing to be kept in mind is that most marketing ploys focus on listing out qualities of their product or service, while they should really be focusing on explaining to the customer why they would be beneficial to them.
Being polite and courteous in the cold email might sound like it goes without saying, but a surprising number of people do not heed this. A cold email basically asks a favor of a complete stranger. It definitely doesn’t hurt to say “please” and “thank you,” and a little show of gratitude could take a professional relationship a long way.
Being concise is another no-brainier. A short email that is to the point is more likely to be read than a long-winded one. Keeping the subject line of the email true to the nature of its content is another important thing to keep in mind. No false advertisement or click-baiting should take place.
A cold email must sound natural and must flow like a conversation with a stranger at a party. All the rules of attracting a stranger and being likable apply here as well.
The second part of writing a cold email is to set it apart from spam. Cold email and spam are very similar in the sense that they are both an unsolicited email. However, for a cold email to work as a marketing strategy, the similarity must end there. A cold email must not contain unnecessary graphics or pictures. It must also give credible details about the sender and the company they work for, such as a postal address and a contact number.
Cold emails must set themselves apart from spam by giving the receiver the option to stop receiving the emails if it displeases them. Also, certain words and phrases may be detected automatically by filters and sent to spam. Attaching too many links may do the same as well.
There are several cold email templates online. However, it is wise to keep things personal and avoid using them. A cold email must not be generic, but target a particular person or company, Finding commonalities such as mutual acquaintances also increases the sender’s credibility.
Cold emails must also not ask too much of the receiver. They would not feel inclined to do a huge favor for someone they do not previously know. The task must be small and manageable, like a reply of a few lines, or a short meeting or phone call.
All in all, a cold mail must be precise and should state a problem, draw the reader in, and offer a solution.