How to Master the Cold Email

Astrid TamCalgary Community, Calgary Marketing, Email Marketing, Marketing

What is a cold email?

The idea is to turn that prospect into a lead. Whether it is to generate a sale, invest in your business, or simply have them demo your product/service.
The majority of the time, cold emails land up in the “deleted folder” section. However, if you follow this simple guide, you can write a killer cold email that will grab the attention of your desired prospect!


Facts


  • Personalizing your email garners a higher reply rate.
“Hi Cindy, congratulations on your new swimwear launch!” vs “Hi! Have you launched a new product?
  • 47% of recipients open emails based on subject line alone
  • The highest open rate for cold emails is between the hours of 7-9 pm
  • According to LinkedIn, there is a higher chance for responses when using InMail. It is three times higher when compared to regular email. Prospects have a face to connect to and can verify your credentials, this increases your value and trustworthiness.

Structure

1. Create a Captivating Subject Line

A short attention-grabbing subject line is the key to getting the recipient to open your email.

This is also the time to introduce your brand and what you do. Remember to keep it brief but also give enough information to pique the reader’s interest.

  • Want to scale up your ROI with Full Blast Creative?
  • Full Blast Creative’s foolproof strategy to landing that sale

Mention your brand’s name, what you do and most importantly, what is in it for the reader. Keep them interested through your value proposition. How can you help them solve a problem they have?


2. Introduction and The Problem We Solve

Once you have their attention, you can briefly explain who you are and what you do.
However, not all readers have the same pain points so do your research and personalize your introduction.
"Hi John, I’m Astrid a Brand Manager at Full Blast Creative. Full Blast Creative is an award-winning, full-service, Calgary marketing agency. We noticed you recently launched your new cookbook, congratulations!"
Keep this introduction short and to the point. You want to capture the prospect’s attention and get them to keep reading. Full ten sentence paragraphs will guarantee you get them to delete, or even worse, mark your email as spam.

3. Highlight Impressive Facts About Your Company

This is the time to impress your prospect, but also touch on how you can help them.
Remember to tailor it to the reader’s problem. Perhaps they lack any online presence. Make this section easy to read so facts jump out.


Facts & Figures


  • Full Blast Creative has helped build over 1500 websites
  • Specializes in digital marketing with 48 years of combined experience
  • Helped launch and design “Murder in Room 117”, a murder mystery novel by Arthur Kent
  • Works with national brands like Cinnaroll, Noel Christmas and Swimco.

4. Make it Personal

As noted in previous sections, personalizing your email is crucial to getting a response.
You can mention a mutual friend that introduced you, bring up an obscure interest you both have or talk about something else they have worked on. Connecting through Linkedin’s InMail would be ideal as it automatically shows connections, interests and work experience.
"My family and I visited your downtown restaurant last February. My mom was particularly hooked on your cheesy chorizo croquettes. She had to order a second serving; I must admit they were addictive! I would love to talk to you about how beautiful the plating was and how we can incorporate pictures of your recipes on your website and social media pages. We have often heard the saying “You eat with your eyes first” and your unique plating style is the epitome of this term."

5. Call to Action to Discuss

Make this section easy for the reader to respond to. Don’t put pressure on them to meet and give them options.
"I would love to discuss this further with you! Are you available anytime next week after 2 pm for a phone call or coffee?"

    The key to mastering the cold email is keeping it short, to the point and personalized. No one wants to read a mountain of text. However, if you draw them in using your value proposition, highlight something they are proud of (like a new launch, a presentation they did, or something they are working on etc.) and demonstrate how you can solve their pain points, you will capture their attention and gain their trust.

    Note: Depending where you are in the world cold emails might not always be legal. For example, Canadians are protected under the CASL (Canada's Anti-Spam Legislation), but in the USA cold emails are allowed as long as you follow CAN-SPAM guidelines.

    About the Author

    Astrid Tam

    Astrid is a Brand Manager at Full Blast Creative, a creative digital marketing and web design agency in Calgary, Alberta. She graduated with a Bachelors of Business Administration degree majoring in Marketing. In her free time, you can find her catching up on her favorite tv shows, learning new things or finding recipes to try.