Like cold calling, emails focused on prospective customers are called “cold emails.” Sometimes, regardless how hard you might try, it’s difficult to get prospective customers to open and read those emails. Here are a few tips that can help to increase your open and read rate of cold emails.
The Subject Line: Authors, writers and publishers spend enormous time creating their titles. Why? Because they already know that the key reason people buy books, read articles, or click on news content articles are the title. Spend time on developing a subject line that catches your potential customer’s interest. It needs to be concise and should summarize your email.
The Funnel: From a web marketing standpoint, view your email as the start of the sales funnel. The sales emails needs to be brief and succinctly diagnose a possible customer’s problem or concern; provide a solution and a method for that customer to find out how they can solve that problem, or give you the proper links to find that solution. Quite simply, don’t send them to your house page. Drive them straight to the page in which you provide the services you provide or solutions to that specific problem. Additionally it is beneficial to possess a short video on top of that page that reiterates their concern and offers some solutions or suggestions to solve the issue and why they should read your copy on the page.
Research: It always helps to perform some extra research on your own potential customer. As well as viewing their sites, find out if your customer has personally written any blogs or articles. Read whatever they have written. If appropriate, it is possible to send an email in their mind with regards to their article or blog as well as a comment. Make sure that you have the signature box of the email filled out properly, having a website and a call to action to view that site. Example: “Look who helped XYZ Company increase their sales closing by 20% – (add site link).”
LinkedIn: A bit LinkedIn research goes along way. I assume you have targeted your potential prospects, so linking on top of them may be beneficial. Also, see if they are part of any groups. Take a look at their participation level and in case they participate, join that group and comment after them. (Similar to the comments on blogs and articles, make sure that whatever you say has merit and is also not just a blatant attempt to win favor. Phony never works.)
Value Add: You may also offer a free ebook, white paper or video inside your email subject line. For example, in case your industry is branding, you could use a subject line using a value add such as “Get the customers to think of you initially – 7 tips video!” Lead with this within the subject line and simply have them click to read through or view the video. (Do not make use of an attachment, as fydmpg
people will not open attachments.) Be sure you always put a telephone call-to-action in any value add. Remember, if the subject line along with your value add suits making use of their need, they will probably open it, read it, view it and take action.
Follow-Up: Either via an auto-responder or your own little typing fingers, follow-up in a couple of days with the email stating “Hope you read our 7 ideas to get the customers to think of your first. Or even, it is possible to see it here (add link).” “At XYZ company, we specialize in… ” Here is the place you can provide further information about how your organization can solve your customer’s problems and provide links, as well as the link to the page that provides your service (with all the video) in this email. Odds are they will likely view the video first and after that read your white paper. (Again, require time creating your subject line for this email.)
Patience: Like hammering a nail, in the event you keep at it, eventually you drive it home. Everbody knows, the competition for that eyeballs of potential prospects is fierce. By doing some extra work on your subject line, funnel, content, a value add and follow-up, you will, undoubtedly, be doing a lot more than much of your competition. That little extra work is exactly what will help you stand out inside the minds of the prospective customers and, eventually, have them to open up and read your cold emails.