Digital Strategy

Everything about “Cold emailing”.

What is cold emailing?

Cold emailing is defined by the fact of sending an email to someone who don’t know you.
Whether the email address has been found by web scraping or by guess, an interaction has started. It is a common technique used especially in B2B to reach prospect and generate qualified leads. Send a cold email to someone and get results is hard. Learnings and assiduity is key.

How to succeed at cold emailing?

  1. Email subject
    The mail subject should be straightforward enough to maximize your open rate.
    You need a lot of empathy to understand why your target will open your email. What kind of issues or problematic they are facing up with, what kind of solutions they could be looking for.

The moment
It’s commonly known that a good marketer send the good message, to the good person at the good moment. One of the best tips for B2B emailing could be to avoid messaging your leads on Monday or Friday. In terms of schedule, you will focus on business hours, and try to exploit the best time such as 2pm when people check their mailbox after having being away for the lunch break.

 

The talk plan
Targeting: find the good person and contact details.
Targeting consists in finding the correct leads to email.
It starts by getting super organized on how to manage your hit lists. A hit lists includes prospective partners, customers, whoever you are trying to interact with. You will need to have a certain amount of components such as company name, last day of contact, decision maker, email address, prioritization. In terms of tool to track your email campaigns, either a spreadsheet or a CRM if you are more advanced would do the job. Many platforms exist to find companies such as Linkedin, Pages Jaunes, or other directories such as Diane, Orbis. But you can find specialized websites regarding the industry of your target. For example, if you intent to sell to restaurants, TripAdvisor would be a major option to considerate.

How to find the decision maker?
The decision maker is the person who will take the decision for what you are selling.
Again, Linkedin is your email search basis. You may also check corporate websites to understand the hierarchy of the company. A good tip is to target former employees, who give information in an easier way. Eventually, if you have a common connection with the decision maker, leverage your network to meet him/her.

How to find email addresses?
Here is a list of tools which can be useful when you are looking for specific email addresses;
Rapportive is a plug in which find email addresses thanks to the Linkedin profile.
Mailtester is an emails verifiers which help to know if the email pattern is good.
Hunter.io is a tool that helps you to find emails thanks to the domain name.


How to track the success rate of your email campaigns?
Tracking opening rate is the first thing to do right after sending your sequence, as well as other metrics: open rate, click rate if you voluntary insert a link in your script, downloads if you attach a document.

It is part of the features offered by some softwares such as YesWare or MixMax.

 

  1. 4. Driving: winning email formulas, scripts and call-to-action.

    Increasing proximity is the most efficient ice breaker. You can use the “referral” approach: “I met your boss at…”, “I saw your talk on…”, “We met during the event…”
    These sentences help being less intrusive than presenting your product in the first line. The body of the email must be short, ideally 3 sentences, with a conversational language and approach. Include your signature in the cold email to bring legitimacy as a professional is a good practice. The ultimate tip would be to use custom fields to adapt your standard text to a maximum amount of prospects. Finally, always insert a clear call-to-action at the end of your email: a call, a meeting, a demo.

    To conclude, cold emailing is a real marketing channel to get in touch with your prospects that can help you the get a significant amount of qualified leads for your sales team. However, lots of rules need to be applied to the art of contacting people you don’t know, especially by knowing who are the best person and the best moment to talk to them. Optimization of your content, formulas and call-to-action will come after these key steps.

About the author

Sonya Cerclet