How to increase the efficiency of cold mailing?
Cold mailing has become an essential part of any sales and marketing strategy. It is an important channel (and method) to reach potential customers and create awareness about your brand. However, cold mailing has many problems, especially in terms of open rate and reply rate. We understand how important it is to improve the productivity of the cold mailing strategy. These hacks or hygiene checks can help increase the open and reply rates and make your email marketing successful.
It's time to Write Simple
You read it right. Write simple and easy-to-understand language. Simple language will help your target audience to understand the purpose. They should not have to make an effort to decipher the message. It is proven by research that writing shorter sentences and, in simpler words, increases the response rate of the email.
According to Boomerang, It is found that emails with simple language to school grade level have open rates 36% better than those written at a college reading level and 17% more response rate than high school reading level. Free-flowing and informal emails are best at getting a response.
So, it is better to avoid using technical jargon, fancy words for your target audience - they may not even understand. Channelize their attention towards the solutions to their pain points instead of deciphering your technical jargon.
Personalized messaging, positive tone
Whenever you send a mass email, you generally forget the importance of customizing it. Just putting the receiver's name or company name is not enough. Customize it to build a personal connection.
According to the Boomerang experiment on emails, having a positive tone of the overall email and using positive words like great, fantastic, delighted, and pleased lighten the reader's mood and may lead to more response rate. Sentiment analyzers output a "sentiment score" that ranges from -1 to 1. It is believed that a score of 0.35 is optimum.
Technology is evolving to make sales processes more effortless than ever. But sales is all about building a personal connection in which nothing matches the Human touch. You need to put yourselves in their shoes and try to understand their pain points. Then only you could connect with the audience properly.
Length of Subject line and the email
You need an eye-catching subject line to make your target audience open the email. Try to keep a short subject line of 3-4 words. The most important thing is to keep it clear and concise. There are reports claiming that a person receives more than 147 emails on average daily. Most of these emails are spam or unattractive and unwanted sales promotions. Most people delete or ignore such emails, and the chances of opening it are good only if it has a catchy but relevant subject line.
These are some subject lines that are generally sent but fail to attract receivers-
Source - CBinsights
The email content must not be too short or too long. A 150 – 200 word email is ideal, but not necessarily essential. Your prospective buyer may be busy, and short content can help them go through your email sooner. So whenever in doubt, keep emails short and under 200 words.
Add Social Proof to Validate your Point
Whenever a person thinks of any action, they may get inspired by someone else in a similar situation. Such behavior is social proof.
Now the question is what to include as social proof?
- Links of customer reviews and product reviews
- Company recognitions and awards
- Case studies of customers
- Customer testimonials
- Number and type of client base
A quick question and clear CTA
Adding 1-2 quick questions in the mail creates curiosity in the reader. The question can be introspection on the problem, existing knowledge of the domain of your business, etc. Clear CTA is the most relevant part of any email. The receiver should be clear about what to do next and how to do it. It includes links to call/text buttons, demo links, schedule meetings, etc.
5 strong Models to Follow for Effective Cold Mailing
AIDA — Attention -> Interest -> Desire -> Action
- Attention – Get the prospect's attention (ask something that quickly grabs their attention/concern).
- Interest – Generate interest in them (provide data about customers who already benefited from using your product).
- Desire – Build a desire to look and consider your product (implement interest with the matrices demonstrating your advantages).
- Action – Fuse a direction (interface) where they should follow after reading your email. At that point, ask for some connection.
BAB — Before -> After -> Bridge
- Before – The issue that exists before getting your solution.
- After – What changed after using your solution.
- Bridge – How your product helped in the transformation.
PAS — Problem -> Agitate -> Solve
Similar to BAB, but there is a slight difference — PAS is motivated by pain. Try to show that you understand your prospect's problem. In turn, they are more likely to accept your advice and trust your product to resolve their issues.
MIP — Mention their product -> Interest to yours -> Push slightly to act
Suppose your target prospects are using a product similar to yours. This approach is for you. Know the problem of the prospect and resolve them. Compare your product with the existing solution they are using and show the advantage of your product/solution. Provide them a strong and clear CTA (Call to action) to guide and take them through the sales funnel.
3P Rule — Praise -> Picture -> Push
Everyone likes receiving compliments. Such an approach can help you connect to your target audience. Compliment your prospects about their recent achievement or accomplishment. Then, make them believe the capabilities of your platform and how it can help them solve their problems.
Apart from these hacks, some other essential things to keep in mind can increase the engagement for your cold emails.
- Be relevant.
- Get to the point fast.
- Make it easy to respond.
- Instead of a standard introduction module, let your prospects share their problems. Once they explain, please help with your advice and how your product can solve their challenges.
- The Rule of Three: Use three bullet points to explain your offering
- Make it scannable
- As your target audience may be busy with other commitments
- It's easier to grab their attention by addressing the point in few words
- Make emails mobile phone friendly
- Pick the best time to send emails
The mobile email open rate is almost 50% of the all email open rate. According to Campaign Monitor, emails displayed in poor formatting are deleted quickly in more than 70% of cases and even unsubscribed.
The cold email has become one of the most essential and used tools to establish connections with potential clients. However, the problem of less open rate and very few replies are common in this. Just sending emails with no proper content planning and schedule will be less impactful. Some hygiene checks will keep your brand reputation above all, and cold emails will prove an essential tool for your brand growth.