Cold Emailing
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Is Cold Email Marketing Effective in Getting People Read Your Emails?

Reading Time: 15 minutes

 

Cold emailing is one of the approaches in email marketing that you can use to market your brand online. It uses a series of automated outreach emails to create consistent and appropriate content for your target audience. Its goal is to turn your emails into a two-way conversation. 

But there’s a lot of confusing and conflicting information out there. To help you understand what works and what doesn’t, I will guide you on how to use cold emailing effectively and teach you the key points about this approach. 

What is Cold Email Marketing?

Cold email marketing uses email as the main way of communicating to your target prospects to start a conversation even without a prior connection. It is also the way to build an email database that you can use for sending promotions like discounts and free samples.  According to research, it shows that on average consumers tend to check their email or personal inbox 20 times a day. You can use this strategy as well to generate interest in your brand, sell your products or services, or even find new clients. A successful cold email strategy is where your email is not only read by your target prospects, but you also receive feedback or responses when it lands in their inbox.

Why Do You Need Cold Email Marketing?

Whenever people ask me how to use cold email marketing, I always start by explaining that cold email marketing is much more than just sending out emails to random people. It is an effective way to promote your website, provide services, and sell products. It is about reaching out to your target audiences while building meaningful relationships with them that will drive your business for years to come. When done effectively, cold email can be used to:

  • Reach New Customers. If you want to have a wider scale of audience reach, you cannot just rely on people with whom you already know. You need cold email marketing to reach out to people you have never interacted with before. You do not have to start a long conversation just to have a sale. Through this, you can generate new customers and build awareness. It helps you increase your leads and convert larger sales. 
  • Increase Your Productivity and Results. The best way to increase your productivity is through automation.  You can automate sending cold emails to your prospects. With the right cold emailing tools, you can send a high volume of personalized sales messages to a large number of people. 
  • Market Your Brand More Effectively. You can send personalized cold emails that would focus on your business and highlight your products and services. Through cold emailing, you can attach a document with an infographic or any promo materials to tell a detailed story about your business. 

How to Start Cold Email Marketing?

Cold email is all about building a relationship while allowing you to advertise and market your product and services. In this section, I want to take you through the process and teach you how to start a cold email marketing campaign in a few simple steps. Here are the things you need to do when you start:

1.  Create Your Perfect Customer Avatar

If you want to get more customers, your best option is to create a customer profile and list of your prospects that want to buy what you are selling. It allows you to send your cold emails to your target audience easily and effectively. You can segment your customers based on their demographic, preference, etc to create powerful prospects and email list that converts. 

2. Determine Your Campaign Objective

For an effective cold outreach campaign, you should determine your desired campaign objective. You have to decide what your ideal outcome is and gather information about your prospects’ needs and problems. Personalization is the key to starting and winning the attention or interest of your target customers. It plays an important role in the success of your cold email campaign. When you personalize your cold emails, you can address the exact solution to their problems by creating different versions of follow-up emails, and it can trigger them to take action.

In your very first email, your customer should feel that you understand them. Do not jump automatically to your product or service presentation. Instead, listen to your customers to know more about their problems. This will help you identify their pain points and that can give you an idea of where you will focus your cold email. 

3. Scrape Your Leads

The amount of information available on the web is huge, so how are we supposed to use that information to generate leads? 

You can scrape data from websites. Web scraping is the process of searching and getting data from websites. Leads are important in the sales process because you can narrow down your target audience based on your target location or demographics and the type of your business. Thus, evaluating this collection of data or information gives your business access to acquire new prospects. Using leads scraping, you can develop your business, gain relevant customers, and ensure that your leads are interested in buying what you are selling.

4. Enrich Your Leads

Enriching leads is the process of gathering additional data or any information that gets added about your lead profiles. It helps you confirm and correct the information about your lead to improve and keep your data updated. This process can help you qualify leads and the campaign process. By doing this, you can get enough information about your leads. You can make sure that the leads in your system are updated and correct. So, it can help you to be more productive especially when you are interacting with your potential customers. 

Having all that information can help you form a better personalized cold email campaign. The more information you have about your target customers, the higher your chances of successful cold emails. 

5. Send Email Drip Campaign

Drip campaigns are a series of automated emails that allow you to stay connected with your prospects. Especially when one of them signs up for an account or how frequently that prospect visits your website. When you use drip email, you don’t need to manually write and send it. It is already written and it can be personalized with your prospect’s name, your business details, and more. Drip marketing is all about giving your prospects the relevant information at the right time.

Tips When Cold Emailing 

To achieve more sales and leads, you have to use cold email marketing. Cold emailing is a strategy for anyone who wants to reach new customers, but there is a lot of technical information out there. That’s why I have taken the time to put together a quick guide that will show you exactly how to start cold emailing to your ideal customers. With that in mind, here are the tips you need to know to get started with cold emailing.

  • You have to send emails every 3-4 working days apart
  • Use custom fields and merge tags to personalize the emails easily
  • Set fallback values when there are no fields to personalize
  • Always send a test template to yourself to proofread and correct any formatting or spelling/grammar issues before starting your campaign
  • Always maintain a high rate of email deliverability (use email warming tools). I will discuss these tools in the next section

1st email

  • Always capture attention by being highly personalized to the prospect
  • Boost their ego by complimenting them on their accomplishments and successes
  • You can get information about your prospects through their Linkedin profiles and lead enrichment tools such as Tomba.io, Hunter.io, and Snov.io
  • Show them you have done your research by pointing out blogs, YouTube videos, or other content such as interviews or podcasts they have

2nd Email

  • Be short and quick. Use one or two liners 
  • Empathize that they are busy and let them know you understand that they are busy without actually using the word “too busy”
  • Make it easy for them to reply. Tell them a simple one or two sentence replies would make your day

3rd Email

  • Give them value by showing them a quick demo or sales video to assist with your offer
  • Let them research about you
  • Offer them a way to say no by asking for a candid response

4th Email

  • Go all out at this point
  • Give all your credibility or achievements that you have for you or your client businesses, but keep it within 2 sentences
  • Tell them the benefits of your product or service
  • Show proof of the results you’ve gotten
  • Give them a way out by offering to follow up in the future (say 3 months later)

5th Email

  • Be extremely short and contrasting tone from your earlier messages and maybe even be cold

6th Email

  • Give them a quick out and be super easy for the prospect to reply
  • Name a few scenarios where it is likely what is happening and allow the prospect to even reply with a number

My Recommended Tools

Cold emailing is the easiest way to get new leads, but there are many platforms to choose from. If you are now ready to start scaling your cold email campaigns, you need cold email tools to help you. Using the right tools can help you craft effective cold email messages that help you start more conversations, convert leads, and close more deals. In this guide, I am going to show you some of my recommended tools. There are different options best suited depending on your different needs. 

Email Warming Tools

Before you start your cold email campaigns, you need to warm them up. Warming your emails can help you determine what kinds of people you want to write to, as well as how you want to write about your business. According to research, 45% of all emails are considered spam. To avoid sending spam emails to your prospects, you can use email warming tools to make sure you’re sending the most relevant emails possible. These tools can help you improve your business relationships, boost your productivity, and increase your prospects’ trust.

There are numerous email warming tools available on the market, but I recommend that you use these tools: 

  • Warmy.io

Warmy.io allows you to reach the inbox of your prospects by warming up and automating with a well-defined and transparent email process, increasing your deliverability which helps your emails avoid the spam folder and website reputation. 

Warmy.io
Warmy.io

 

  • Sales.Rocks

Sales.Rocks is a tool that can help you simplify the process of finding leads. You can easily get a list of leads that contain all the important information to start looking for your target prospects. This tool is also good for cold emailing. 

Sales.Rocks
Sales.Rocks
  • Lemlist

Lemlist simplifies and automates your follow-up emails as well as puts recurring tasks on autopilot. You can scale and send your personalized emails faster without losing the quality of your emails. It can also improve your email deliverability to prevent your emails from ending up in the spam folders. You can also use this for cold emailing as well as to personalize your landing pages. This is also good for image personalization.

Lemlist
Lemlist

Cold Email Tools 

Cold email marketing tools can increase your online leads or improve your reply rate. You can do this also to gather specific information from your prospects. To use cold email tools correctly, you can use these trusted tools: 

  • Uptics

Uptics is a tool that can be used by remote and sales teams. Using this, you can easily automate your sales process, sales campaigns, contact enrollments, and many more. As a result, it can help you gain customers faster. 

Uptics

  • SalesBlink

SalesBlink can automate your cold sales emails and generate leads for your business. This helps you track and manage your client deals, schedule client appointments, and Customer Relationship Management solutions. SalesBlink is also good for image personalization.

SalesBlink
SalesBlink
  • Snov.io

Snov.io can be automated with personalized email drip campaigns, fast-track your cold email campaigns, enrich your leads to increase your conversion rate, automate follow-ups, and many more. Aside from cold emailing, you can also use this tool for lead enrichment.

Snov.io
Snov.io

Video Personalization Tools

For all the emails you send out to your customers, does it feel like you’re just sending out the same old message? Wouldn’t it be great if you could tailor your emails based on your audience’s individual preferences? That’s what video personalization can do for you. Video personalization can be useful for making your emails more personal and relevant, which can lead to a more engaged audience, better conversion rates, and an increased subscriber base. 

But you need tools that would allow you to personalize your videos. And for this one, I recommend that you use the following as these tools can be very effective at presenting your business’ products or services.

  • WOXO

WOXO’s software lets you create bulk customized content and edit your videos from WOXO’s templates. You can also use your branding with its easy customization benefits.

WOXO
WOXO

Image Personalization Tools

The images you use, the layout of your email, and even the way you display your content can all play a role in how successful your emails are. That is why image personalization tools are essential. You need to make your emails more presentable and appealing.

Image personalization tools can be used to automate the process of creating different layouts for your emails based on your prospects’ names, subject lines, and other relevant data. For image personalization, I recommend you to use the following tools:    

  • DynaPictures 

DynaPictures is a design marketing automation software for your personalized emails, products, and social media banners. It helps you organize changes in your text, colors, logos, and images instantly.

DynaPictures 
DynaPictures

  • Nexweave

Nexweave is a platform that allows you to engage with your customers by helping you create intuitive and personalized images easily which improves your click-through rate and conversion rate. You can also make collaborative videos using this tool.

Nexweave
Nexweave

Landing Page Personalization Tools

The purpose of the landing page is to encourage your cold prospect to convert into a customer by taking a particular action. Personalizing your landing page can increase your conversion rate or the percentage of your subscribers who take action. To achieve this, you have to include the message or product that will urge your potential customer to visit and your supplementary products that are relevant to their interests.

Landing pages are an important part of any digital marketing strategy because these tools should be well optimized to efficiently convert your visitors into potential customers or active subscribers. I recommend you to use the following tools: 

  • IF-So

IF-So is a WordPress plugin that lets you customize content to your web page based on your customers’ interaction.  You can easily set your content according to the country and continent of your web page visitor.

IF-So
IF-So
  • Swipe Pages

Swipe Pages is another excellent tool that helps you build responsive landing pages without writing any code. It also allows you to create traceable pages without compromising value propositions on your brand’s website.

Swipe Pages
Swipe Pages

Lead Enrichment Tools

Lead generation is an essential part of starting up any business. Lead enrichment tools enable you to target your ideal customers, help you close the sale faster by automating your process of generating, and following up with your leads. It speeds up the entire sales process.  To help me in enriching my leads, I use the following tools: 

  • Tomba.io

Tomba is a cloud-based email address search service that can help you to find the right and validated email addresses of your prospects. It has a Chrome extension that lets you find email addresses conveniently.

Tomba.io
Tomba.io
  • Tapdesk

Tapdesk provides a detailed search for finding a cold lead for your business and products. Your prospect’s contacts are organized sequentially and it consists of essential information about the prospects that are only relevant to your business.

Tapdesk
Tapdesk

Pros and Cons of Cold Emails

Pros

Each cold email that you send out to your list can lead to potential sales. Through cold emailing, you can tell a more detailed story about your business and the product or service you have to offer. The attachments feature allows you to include more information like an infographic, a document, or promo material. Here, you can adjust the tone of your email message and layout to fit their profile. Also, with the right tools, you can become more productive. Tools can help you send personalized cold emails, use templates, schedule, you can track the number of clicks, your prospects’ replies, and so on to improve and optimize further your cold emails. 

Each cold email that reaches your prospect has the potential to become your potential client. Even if they do not need the products or services you sell at the moment you reach out to them, you are making them aware of what your business can offer through effective cold emails.  

Cons

First off, there is greater competition. You are trying to reach prospects with hundreds of emails in their inbox. You cannot be assured that the sales emails that you send can be opened since it only takes a couple of seconds for someone to delete your message. If you are hoping for a higher success rate with your cold email, you should have a dependable system or tools to research your target and write the right message. 

If your messages are not relevant to the right people, the recipient of your email may delete them or unsubscribe. To avoid that, you must ensure that you have the right copy, design, and marketing list. But you should have the time or skills to do that, or you have to consider outsourcing or hiring someone to speed up your process. It is also important that you have sufficient knowledge in using emails because using particular spam keywords in the subject heading or content of your email can be filtered out by email software. So, you have to keep your marketing lists updated, to prevent incorrect email addresses and sending spam messages to uninterested prospects.

Final Thought

Cold email marketing can have a powerful impact on your digital marketing strategy when done effectively. Most people check their emails often, which means your business has a greater opportunity to get in front of your target audience. Keep in mind that your goal is to reach your prospect’s attention, provide the answers and solutions to their problems. The success of your cold email campaign not only depends on how the tools and strategies you are using but also how well you are implementing them to accomplish the best outcome.

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