Cold emails are great conversation starters with B2B decision-makers. But are they still relevant?
This guide covers all the essential elements of cold emails to make you implement your first campaigns seamlessly. We’ve broadly covered the benefits, whether it’s still relevant, use cases of cold emails, sample templates, and frequently asked questions.
Once you finish reading it all, you’ll have a strong knowledge base and become a cold email expert. It’ll help you generate effective outcomes like more qualified meetings.
Cold email is when you approach prospects you’ve never interacted with before. They are sent without any prior communication. There is no one purpose for all cold emails, but they can be used to
Cold emails can be the most personal way to reach prospects and start meaningful conversations. Yet, the excessive use and abuse of cold outreach have led to people often questioning if cold emails are spam.
Let’s find out.
Cold email is legal in most countries since it’s different from spamming. Spam refers to irrelevant, impersonal messages. But spam emails are also not necessarily illegal. Cold emails are, however, governed by several rules and regulations. The most popular ones include:
The most important consideration for cold emailing is your contact list or recipients. The variables that you need to look at include:
Reaching out to prospects on their company email addresses is permissible by most laws as long as your email is relevant. But sending bulk or mass emails to personal Gmail and iCloud addresses is not allowed unless they have opted-in.
The CAN-SPAM Act regulates commercial messages, enlists recipients’ rights to stop emailing them, and penalties for violations. It applies to any e-mail message sent to advertise or promote a commercial product or service. Here are the common rules you need to follow to stay compliant:
The CASL governs cold emailing in Canada. It has two types of content: explicit and implied.
You can reach out to business contact as long as
Europe has strict rules on data protection. It regulates senders to
GDPR is the General Data Protection Regulation. Here’s what you need to know:
In short, quality of quantity!
Cold email outreach in the UK must comply with
It means you need consent and a relevant purpose or legitimate interest to send cold emails to your prospects. It is applicable to personal email addresses and accepts cold email outreach to businesses.
It implies the right to privacy for electronic communication, including emails, calls, texts, and website cookies. It is slightly lenient towards B2B communication as long as the relevance is in place.
It is similar to Europe’s GDPR. You need to ensure the following:
Even the UK laws are not against cold emails but spam emails.
Cold email is allowed in Australia but is regulated through the Spam Act 2003.
The main focus of this act is to reduce unsolicited emails, phone calls and improve how companies handle personal information for their subscribers.
To send legal cold emails to recipients in Australia, you need to do the following:
If you’re in breach of the Spam Act 2003, you can face fines and penalties depending on the level of the violation.
The single-word answer is Yes.
Cold emails are relevant for sales, marketing, and recruiting. Several reports claim 8 out of 10 buyers prefer to be contacted by email. Your inbox is bombarded with emails, but only the personalized ones get your attention. To make your emails count, you must follow certain best practices (which we will cover later in this article).
Now that you know email is still among the most preferred channel of communication let’s look at cold emails vs. spam emails and cold emails vs. warm emails.
There’s a lot spoken, tried, and tested for cold emailing. There are different schools of thought and techniques based on experiences. But Kyle Coleman’s formula is neat, clean, and consistent. His technique can increase your open rates and response rates, and lead to a qualification. The principle is “simple” but not necessarily “easy.” You’ll need practice, patience, and time to master it.
The checklist by Kyle Coleman is a useful guide with details behind each point. Let’s uncover the “substance” point and include examples to describe the “style.”
When your email hits a prospect’s inbox, there are three main differentiators: the sender’s name, the subject line, and the preview text. Since your name is personal and nothing can be done about it, let’s focus on optimizing the other two points.
“Personalization” can be intimidating, but let’s simplify it. You can personalize emails even without knowing your prospects’ middle names. Research them, their background, company, or industry to move forward. If you can’t take out time to understand a person or the company before reaching out, how can you expect them to listen to you? You must know enough about their challenges and offer them help.
You must have a legitimate and specific reason to reach out to a prospective customer. The most suitable approach could be the “challenge & solution” format. Some insights & examples to identify compelling reasons.
Most sales reps ask for time immediately, even before they have earned it. The goal of your cold email should be to make the prospect curious. It should make them want to learn more. Some call-to-actions that can work are
You can conclude with, “Either way, thanks for reading.” Remove the pressure of responsibility and show them you value their time.
If you put it all together, here’s how it will look. While the “substance” is important, the “style” compliments it. It’s always about prospects, not you. It’s a simple language, not words from a website. It’s conversational, not formal. Separate thoughts are on separate lines, making it easier to read. And all of this in just 72 words!
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