Cold emailing has not faded out. It is still one of the most powerful tools of the traditional internet marketing. Email marketing continues to be one of the highest converting traffic sources and the most effective source for nurturing leads (57%).
Depending on your industry, average email open rates vary from 15.22% to 28.46%. This data is important for you to know if you are wondering why other industries do well with cold marketing and yours doesnt.
Table of Content
The average open rate for your specific industry will give you a clear picture of how your email campaigns are performing. Data from MailChimp indicates that average open rates for email campaigns range between 15.22 and 28.46%. This helps you create realistic golas for your next email campaign by using your specific industry’s average as the benchmark.
For many of you who are thinking that cold emailing spams your contact list with hundreds of emails a week; well, cold emailing is not about spamming inboxes. This will only decrease customer engagement and conversions. People might not open your emails and rather unsubscribe from your mailing list.
The key to cold emailing to get more opens and convert more contacts is to supplement traditional inbound marketing with outbound prospecting.
Along with these two things along with content marketing strategies like posting blogs, optimising webpages, being active on social media and also reaching out to customers directly makes the perfect mixture for internet marketing.
Interesting Read : What is Cold Email?(Definitive Guide-2020)
Cold emails that convert and give good results are a tough task to write. Cold emails have to be designed to sell your idea, offer or a product to a random stranger.
But, with the average office worker bombarded with over 120 emails a day and 59% of email recipients reporting the sales emails they receive are “irrelevant,” getting results from cold email is easier said than done.
To be effective, cold emails should drive opens and replies. Here are 5 cold email tips to rev up boring emails and get the response rate you need.
According to PropellerCRM, 35% of recipients open emails based on the subject line alone.OR Your email subject line matters. 47% of people open emails based on the subject line alone, according to research done by Business2Community.
A strong subject line is the backbone of effective cold emails. If you catch the reader at the subject line, you have made an impression there. If your subject line has “clicked” the reader, the rest of the email does not matter. Subject lines are your first, oftenly the last chance to leave an impression. A lousy subject line will not let your message reach the prospect, making your chances of selling almost negative.
Interesting Read : Problems with Cold Emails & How to resolve it?
Writing an outstanding subject line can make the receipient overlook the fact that the sender is unknown to him. This will increase the chances of opening the email and not marking you as spam by thr receiver.
A few research based basics to follow for an outstanding subject line;
1. Stick to shorter subject lines
It has been observed that longer subject lines do not create an impact on the reader. After evaluating more than 1000 email subject lines, AWeber found that 82% of experts send subject lines with 60 characters or less.
Also, shorter subject lines will appear complete on mobile devices where people open their emails mostly. A short and vague subject line, as that of asking questions received 66.7% replies as compared to mails with detailed subject lines that received 33.3% of replies.
What would attract a reader more?
“TUI Holidays-plan your future travel with TUI holidays Travel vouchers! Buy now at low prices and redeem…..”
“Future travel plans with TUI travel vouchers”
You know better!
2. Curiosity kills the cat!
An incomplete interaction will always leave the brain curious. People are more likely to stay hooked to sentences that are left unsaid and remember them more than complete statements.
Craft subject lines that leave them imagining and curious as to what next?
For instance; A subject line like: “Don’t miss the Potter Planter grand opening sale” will leave the reader curious as to what is the sale about, when and where is it happening, etc; giving him more reasons to open the mail.
3. Personalisation, with personal data is an advantage
You might not know our lead’s name many times. Use a reference in such cases. For example; “got to know about you from x person” In Yesmail’s analysis of 7 billion emails, emails with personalized subject lines earned double the unique click-rate and 58 percent higher click-to-open rate than emails without personalization in their subject lines.
“Hey Sam; ready for some online shopping?” sounds better than “Hey prospect; we have a discount on your products!”
You now now how to grab attention with crisp subject lines! Dont miss an opportunity to do so!
Prioritize personalising your emails to make them stand out.
People at Woodpecker found that personalizing your emails with custom snippets can double your reply rate.
Woodpecker examined their own cold email campaign results and found that emails with advanced personalization garnered a 17% reply rate, compared to a 7% reply rate for non-personalized emails.
Words that show personalisation like “favoured customer” or “writing this as a huge fan of your work” are sure to leave an impact.
Soon in the mail, explain why you are addressing them as a favoured customer. Similarly, give exact references of what work have you liked. Personalising emails, going beyond just writing names in subject lines will help your cold emails reach out better, feel connected to the reader or the prospect.
Customer’s personal stories are the closest to them. Find ways to use such data to write a personalised mail to get them connected to your brand.
An airline brand did the best use of personalised email strategy by sending mails to all their previous flyers that detailed their journey with the airline in the past 10 years. This email was like a revisit to their destinations and it did strike with each one of them.
The mail went like this:
We are marking 10 years of our presence in the limitless sky! Its been 10 years today that we first opened our doors to fly with people and make their journeys memorarable. It is time to celebrate this journey with us.
Remember your first ever trip? It was 20th March when you left Chicago and stepped off our aircraft in Tokyo. You have travelled 96,765 kms with us and we are still counting. We have covered 12 countries together in 8 trips so far. You have enjoyed a window seat in about 70% of your journeys!
It is time to revisit these countries or make memories in new ones. Get our special discount on travel fares here.”
This mail had 100% open rate as people could relate to it very easily.
Personalised emails can also be written on basis on abandoned carts, by sending product updates and recommendations based on browsing history, by reminding about maintenance of their vehicles, Personalised birthday offers and on many more such ocassions.
Personalise your cold emails in a way that they build trust. A few ways to do so:
Personalizing emails is critical for a successful email marketing campaign. With these trends already in market, customers have started expecting that their favourite brands will interact, track their search and post recommendations based on that so that they can take actions quickly; buy the products easily.
Amidst the hundred emails that people receive, they simply scan the content of your email rather than reading each word. People want information as snippets; Quick to read, easy to digest and understandable.
The rule here is:
Brevity; keeping it short
Blunt; getting to the point
Basic; keeping it simple
Studies show that shorter emails result in quicker response time. A compelling email that makes actually someone think about what is it that you are asking, it becomes an item in their to-do list.
They pause to read only when they have to focus and absorb information that is relevant to them. Do not write chunks of content on the mail; that can be a major turn off. Rather, try writing crisp sentences and paragraphs when designing your cold email.
Interesting Read : 7 Tips to Grow Your Small Business Through Cold Emails
This way, you are also able to write quickly, a content that is easy to understand and leave a lot of white spaces around your text.
A general rule to write such mails is to write one point per paragraph and one main idea per sentence.
Tried reaching you regarding your recent travel plans to Miami and left a message. Please call me back on (854)-845-2345, or send me a text whenever you get the chance.
This simple and direct mail becomes a task to do; and there you go: mail opened, responded, your job done!
To explain this better, let me quote a famous New York Times case study. It detailed the influence of decisions when there are multiple available choices.
“In a shopping mall on a busy Saturday, researchers set up a stand that sold different flavors of jam.
Every few hours, they switched between offering 24 flavors to offering only a group of 6 flavors. Take a guess at which group of flavors led to more sales?
With 24 different flavors, only 3% of people actually bought anything. When presented with only 6 flavors, however, 30% of people made a purchase.”
This explains the paradox of choice which means that more the choices, harder the decision to buy. Therefore, it is wise to give fewer options to buyers (readers) so that they are more likely to buy and are not overwhelmed by so many choices.
Cold emailing works on the same principle if you want your leads to take actions on your emails.
An example where following a CTA is easier:
An appreciation for your epic product first; you have made the internet a better place.
Let me brief. We are a start up in the early stages and have been trying to hold our blog. We’ve been working hard on the articles to make it awesome for fellow entrepreneurs and people who love productivity.
In our article, “10 crucial guest blogging tips: our story…,” we gave a reference of your company. Without such a great service, our advice to our readers would not be as useful as it is. I was more than happy to endorse it in my article, and I also recommend it to anyone I know looking for such a solution!
My request: tweet our article to your community. It would make a world of difference to use if you helped us get off the ground.
Here’s a quick tweet link, ready to go: http://ctt.ed/eeRX_
If you’d rather not, I understand. I appreciate you reading this far.”
This mail is better than the ones that beat around the bush and revolve around the “me story” and not get to the point, only to lose attention of the reader. Avoid writing such mails and design mails that come straight to a call to action with appropriate information to make your emails read.
68% of millennials use and like seeing visual content like emojis, GIFs, and stickers in their email. Unsurprisingly, only 37% of people over 65 have the same opinion. Therefore if you have a target market of primarily people under 65, use more visual content.
Imagine that you’re browsing for a new vehicle at a car showroom. After a few minutes, you’re approached by two different salesmen, Jack and Adam.
In the recent years, animated GIFs have been trending in the world of email marketing. Images, GIFS, emojis certainly add more value to your email and enhance the pleasure of viewing, making brighter chances for a reply or CTA to the mail.
A real life example for the same:
When buying a vehicle in a showroom, you are greeted by two representatives; Sam and Craig.
Sam keeps a blank expression on his face, does not greet you with a smile and fails to ask your requirements.
Contrary to this behaviour, Craig greets you warm smile, asks you about your requirements for buying the vehicle and gives you his honest opinion about the same.
You will be more convinced with Craig obviously. Right? This is only because he was relatable, human and likeable.
Imagine cold emails written in Sam style; nobody would want to read it. On the other hand, if you write emails as Craig, add emojis, GIFS to bring the human out of you in the mail, you are sure to influence the readers and drive a reply.
When you’re sending a cold email to someone you’ve never met, showing personality is hard. There’s no facial expression, body language, or intonation to convey the energy behind the words in your email.
Emojis, images, and gifs are useful tools to fill this “expressive gap” with emotion. When used correctly, they can warm up cold emails by breathing life to digital words.
If you are ending the cold email with “We’re excited to share our resources with you.” You can go ahead and add some emotions to it; showing that you are happy, you are excited.
There are lot of expressions available to fulfill this requirement and give you the personal touch that would drive your customers towards responses.
As effective as cold emailing is in getting business; it is equally difficult to get people to open your mails. And this is obvious. As they don’t know you, they don’t know which company are you representing or why your product or service can be the perfect solution to their pain points.
Why will people spend their valuable time reading an email from a stranger? This is the challenge, and this blog will help you overcome the same with these 5 tricks for writing better cold emails and get people to open or reply to your mails.
Following up is an art too. Doing so without driving your contacts crazy is a challenge. You can do so with consistent practice and knowing your readers well. Make sure you write with proper tools and take time to track, measure and improve your results for a cold email campaign.
©2019. All rights reservedwpDiscuz