The Perfect Cold-Calling Email
Posted by Resource Nation on June 24, 2014 in Business Etiquette, Sales 2.0 [ 0 Comments ]
Cold-calling emails can be tough to write, and it’s disheartening getting lack-luster results after spending hours writing and sending. However, when written well, “cold emails” are definitely an effective form of networking. Here are some tips to writing the perfect cold-call email that will get you the responses you’re looking for.
Have a clear subject
Writing a clear email subject is always important, but it’s doubly so when cold-calling. Since the person you’re emailing probably has no point of reference for you or your email, the subject of the email needs to be concise and immediately tell the receiver what the email is about. Your potential contact will be much more likely to sit down and read through an email that has a straightforward, eye-catching subject.
State the purpose of the email concisely
Come to the point quickly and clearly. Avoid use of long blocks of text, which are difficult to read. And be careful of overall length, since your reader’s interest can quickly fade. Remember that their time is valuable as well as yours, and be courteous of this fact. A good rule of thumb is this: if your email takes over a minute to read aloud, it’s too long (Tweet This!).
Don’t focus on yourself
A brief sentence or two of introduction should suffice in most cases. Avoid overuse of “me”, “I”, and “my”, especially right at the beginning of the email (Tweet This!). The purpose of your email isn’t to build yourself up or to talk about everything you personally have to offer. Instead, a much better tactic is to focus on the other person’s needs and the potential needs of their company. Let the person know that you want to help their company (and not that you’re just looking for something from them); talk about problems you may have a solution for.
Write a call to action
What kind of response are you looking for? People are much more likely to respond if there is a clear question to answer or specific thing to respond to. The best place for your “call to action” is generally at the very end of the email, i.e. “I would love to meet with you about this. Please give me a call at your convenience.” Also, be clear as to the commitment you’re looking for. Do you want a 15-minute meeting or a three-hour time block in which to discuss ideas? When the reader has a precise idea of what kind of response you’re looking for, it’s much more likely that they’ll consider giving one. Make it easy for them to respond.
Email the right people
All of the above advice won’t be nearly as effective if you’re not sending your emails to the right people. One of the biggest benefits of cold-call emails is that you have the opportunity to contact the exact person you want to talk to directly. If you email someone who can’t help you or doesn’t have the authority to give the response you need, then you’ve wasted their time as well as your own. Find out who can give you the response you’re looking for before emailing. And remember, a successful cold-calling email won’t be a “one size fits all” template, either; do your research on who you’re emailing so your email is better targeted towards them. A more personal and thoughtful approach will win respect and responses (Tweet This!).
When you combine these elements, you’ll have the best possible formula for the perfect cold-calling email. Be concise, respect the other person’s time, and make it easy for them to respond, and you should see your cold-call email success rate jump.
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