Lead generation is the first step in any kind of sales form. One of the best practices generating the leads is through cold-emailing. It is an invaluable marketing tool to target leads at a low cost.
Emails sent without prior information and permission to the prospects are cold emails. This is like the cold calling process where we send cold emails instead of calls.
On average, an employee gets more than 100 emails per day. The number can be twice or thrice for the top-level executives. Globally, every day hundreds of millions of emails are floating across the cyberspace.
Now, most of you might get a doubt whether this B2B cold emails sales strategy is workable or not?
My answer is “Yes. It works”. But spam emails, Don't work. Both are different.
Sending an email to countless addresses is spamming! Most of the time without knowing the deliverability rate or status of the email.
You should do the best of the machine learning system to get through the spam and hit their inbox. You should perform some research to know the status of the prospect on their need. The capability to onboard and whether their email is working.
Majority of the top marketers get their major lead generation
through cold emailing. Most of the small businesses leverage on cold emailing to grow their business. It is effective to boost sales, scalability, affordability and gives higher ROI.
Here's are 5 steps to grow your business. Designed around the idea to leverage the benefits of cold emailing to generate leads.
1. Lead Quality should be high.
Before the Cold e-mail Campaign, you need to have a list of prospects, and the quality of each lead. Ergo, avoid emailing to addresses that might bounce before even hitting their inbox.
Protip: Find out the bounce rate of any email automation tools like Intandemly. These tools send, track and calculate the bounce rate, for each email sent.
To make the process faster, target a specific list of prospects. Filter by Industry vertical, location and prospect title. Use platforms like LinkedIn, Twitter, Crunch Base etc, to get prospect data.
Finally, make sure your leads are good quality and you are sending to live emails.
2. Hyper-personalized Subject Line
To get a high open-rate, consider personalising each email to the prospect.
Avoid phrasing an email like a marketing advertisement. This email could be the first point of contact with a lot of people. Spend a lot of efforts on creating a good first impression.
The opening rate depends on the subject line as it is the only visible text to the recipient. The best way to write a subject line is to include their name, company name. A recent accomplishment is also a good way to create a connection with the recipient.
There are some effective subject lines which have shown success in the past. The ground rules for an effective subject line are:
Some of the examples that work well for you are:
“Hey [name], sales for [company]”
“Want leads for [company]”
- Be short and concise.
- Be Honest with your offerings.
- Ask questions.
- Create curiosity.
- Write a Personalized subject line.
Don't make fake promises in the subject line to grab the prospect's attention. If you can't keep the promise, it will hurt your company's reputation.
3. Provide a Strong Call-to-action:
Only sending an email to the prospect doesn't help much. Until we ask them for a specific action to perform after viewing our text. At first, you should have a specific goal for each outbound cold email you send.
Let the prospects be aware of a call to action. It could be calling you, attending a webinar, or replying through email, or meeting over for a cup of coffee.
You should be able to drive the prospects to take a specific CTA.
This is possible with hyper-personalized emails. With each part explaining why they should follow through, and click on CTA.
It is very important to include a strong CTA that allows prospects to call you back. You want to get them interested and close the deal.
4. Avoid using Templates:
You can't expect positive results by sending the same email to thousands of prospects. It creates a negative impression on your company. The templates are by now immediately recognize.
But, sending a personalized email to every prospect is time-consuming and not effective.
The sweet spot is to add some personalized fields in your template.
This personalisation is the key to the success of cold email outreach.
Some of the personalized fields include:
- Adding recipients name
- Company name,
- industry vertical.
It allows prospects to feel that you are caring for them, by spending time researching. It gives the impression that you're interested in working with their businesses. Finally, it is worth spending time personalising because the end results are good.
5. Follow-up the prospect:
The acceptance of a sales deal takes place only after several trails to your initial mail. It means you need to send six to seven follow-up emails to close a deal. This is a well-known tactic for every salesperson. In the beginning, even personalised emails get no reply. Most salespeople still get demotivated with zero replies for their personalized email.
But, with a quick follow-up, you'll stand out from your competitors. Most of the salespeople won't follow-up with the prospect.
There are certain guidelines to follow while sending follow-up emails. Such as,
Avoiding followups too quickly.
Robotic lines may hurt the chances of response from prospects.
Leave atleast 3 to 4 days between each follow-up email. You will get appreciation and response when you send the follow-ups on time.