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Cold emailing; the right way to approach it.

Posted by: Jimmy Bower


Some people have built start ups from a cold email; it’s possible.

In fact, you can even build a career on it.

The fact of the matter is most of your cold emailing will more than likely fail, but it can sometimes get the response you are looking for.

If executed right, cold emails can work to your advantage.

Please do not get this confused with bulk emailing; we’re talking about cold emailing a specific individual.

Firstly, it is important to tailor each message to the recipient and show them you have done your research.

Don’t use a template – there are countless on Google but none of them will be the right fit for a personalised cold email. If something is personalised it doesn’t come from a template! Further, don’t be the salesperson that uses flashy info graphics, instead stick to a good quality messaged.

Harvard Business review points out that personalisation is key because it means you have thought about who it is going to, what sort of person they are and what interests them. It portrays that you have put work into getting to know a bit about them.

Make it clear as to why you are emailing them and don’t waffle. Sales Managers/Directors and other important decision makers don’t have the time to read through it. Be clear and concise, as research shows people are much more interested or motivated to help others when they feel like they have been uniquely identified.

People are busy and bombarded with countless emails on an hourly basis. So ensure that the first line your audience reads, the subject line, is the best line. The majority of people read their emails on their phone while they’re on the move. An Iphone 6/7 held vertically only allows 41 characters in the subject line and the person will not see the whole subject line if you go over. But you want to keep this line short, enticing and actionable.

Sales professionals should already know this but short emails have more “read appeal”. They need to have a clear and specific action; these are the sort of emails that will get a higher response rate.

Write the way you would approach someone if talking to them, and then tidy it up. If you met the individual out and about you wouldn’t start the pitch straight away. Connect with them (as cheesy as it sounds), show an interest and then make your request.

It works to be a bit vulnerable in your approach too. After all, you are asking someone who doesn’t know you for a favour. Because you are approaching them, express gratitude and vulnerability, it gives them the feeling that they’re a good person if they then go on to help you, for example signing off with ‘Thanks so much I am really grateful.’

In addition don’t ask for to big a favour ‘Lemme know how quickly I can expect this done.’ Leave out the slang and don’t try and use RE: when you haven’t actually interacted with the person before.

Finally, it is also vital to read the email out loud before you press send. You want it to sound natural, to read well and not be full of grammatical errors!

Your aim is a simple message that speaks directly to their current needs and goals.

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