Have you ever wondered why most lead generation companies give you bad leads that just don’t convert?
Sometimes, it’s not a bad list at all. Oftentimes, poorly written emails are the whole culprit on why your potential clients are not responding.
And it happens so frequently that your outreach emails are not getting the response you wanted.
So, how can good cold emails amplify your lead generation to get actual paying customers?
First, we need to define what cold emails are.
What are Cold Emails, And What Makes Them Different from Spam?
Cold emails, just like cold calls, involve reaching out to a stranger to form a relationship, something that eventually leads to making a sale, closing a deal, or starting an actual partnership. But unlike cold calls, you don’t get a response easily. This is why crafting a well-thought cold email copy is paramount. You only get one shot at it.
Cold emailing, or we can say cold outreach, can also be applied on other outreach platforms such as LinkedIn, Twitter, Instagram, and even TikTok.
But, in our experience working with fast-growing companies, cold emailing literally topples all of them for a few good reasons.
Cold emails feel more professional and more personalized to the receiver.
Cold email lets you use consumer psychology, in which you could address the customer's pain points directly.
Once a good subject line overcomes the “should I open this email?” stage and your personalized copy gets a reply, you've made a good first impression and can now start connecting over a call or meeting up for a cup of coffee.
But how do businesses use cold emails?
B2B Software and Services companies send out cold emails to enterprises and businesses to engage with relevant decision-makers.
B2C companies reach out to high-profile influencers in their relevant market to offer affiliate partnerships.
Startups and small-scale businesses reach out to investors and other bigger enterprises to pitch business ideas and potentially get funding.
Freelancers reach out to business decision-makers to offer services and land work.
What makes cold emails different from spam?
Spam emails are unsolicited, badly written emails that are sent out in bulk to target multiple email addresses. Spam emails are the nemesis of cold emails. While both are unsolicited, spam is deceptive and potentially fraudulent, whereas cold emails that are used well aim to create a genuine connection.
Over one-third of the recipients open emails based on the email subject line, so it’s best to make sure that your email subject lines do not sound spammy or intrusive.
So, how can you use cold emails to your advantage?
Why Should You Pair Cold Emails With Proper Lead Generation?
In a research made by Campaign Monitor, it is found that cold email open rates increased by 3.5% back in 2021.
Cold emails can get you past the gatekeepers and have the decision-makers nodding in agreement.
Once you have a list of qualified prospects, you can now start emailing them. Pairing cold email with the proper lead generation strategies saves you time and effort from sending your crafted emails to bad, uninterested, and unqualified prospects.
Here’s why you might want to start cold emailing your target customers.
Cold emails give your target customers a personalized experience.
Emails are known to generate the best ROI. In fact, research from The Annuitas Group pointed out that emails give a 40% more conversion rate than Facebook and Twitter.
And, with cold emails written to target consumer emotions, answer a certain pain point, or offer a viable solution to your customer's problems, you increase the possibility of landing a partnership.
With cold emails, you can make your recipient feel like you are directly talking to them, as emails give them a personalized feeling of exclusivity. Relevant and customized emails can increase your open rate by 45%, so make sure that your cold emails sound like each of them is crafted based on your receiver’s actual information.
Here’s another hot take:
For over 70% of recipients not reading cold emails, including your recipient’s name in your email subject line could potentially boost the open rate by 35%.
Cold emails are actually just low-cap investments.
No risking thousands of dollars on ads and not converting with the ROAS (Return on Ad Spend) you initially would shoot for. Cold emails are basically organic outreach strategies that let you keep in touch with key people without putting up an entire campaign.
Cold emails can be a powerful ROI driver if written in a way that targets your receiver right on their pain points. What are they struggling with? What can give them better convenience in closing their own deals? What can you do to help them boost their revenue?
Aside from cold emails being entirely free of advertising costs, investing time into crafting and sending well-thought-out emails can bring you better relationships with key decision-makers and give you the chance to establish relationships with potential business partners.
Cold emails are proven to work, IF DONE RIGHT.
We’ll say that again— Cold emailing will only work if you do it right.
The common misconception in email marketing is that an email campaign is only successful when you land a sale.
This is very inapplicable to the context of cold emailing, as the chances of closing a deal at the first touchpoint are very slim.
But, if done correctly, cold emails could actually help you speak to the right prospects and get a chance to make a first step in the sales cycle with them.
86% of professionals give priority to email connections, so creating a well-crafted cold email could definitely land you into the consideration stage for your recipients.
In fact, open rates for cold emails range between 15.22% and 28.46% and having only one actionable CTA can create a 42% increase in CTRs.
How Can I Write Cold Emails That Get Responses From High-Paying Clients?
There’s no one-size-fits-all formula for this.
Cold emails are designed to make a positive impression rather than aiming for an actual sale or a partnership right on the first email alone.
With this being said, using direct response formulas to create cold emails can definitely help you boost your chances of landing great results.
Here’s a quick formula on how you could craft a good cold email.
1. Use the recipient’s name on the subject line to get their attention.
Because cold emails are designed to be personalized explicitly to your receiver, including the recipient’s name on the subject line sets your email above everything else they could see from their inbox.
2. Create the email content based on the recipient’s pain points
Emotionally connected customers create a 306% higher lifetime value for your brand. Using emotional triggers even on cold emails can definitely boost your chances of establishing a great partnership with your prospects.
Start by creating a unique opening line for each prospect to intrigue and stimulate their curiosity.
At The Scalelab, every prospect we engage with gets a unique opening line tailored fit to them, which also helps to differentiate your email from all other generic cold emails people send.
3. Be clear on your cold emailing intent. Why are you emailing them?
Clearly explain why you are emailing and build rapport with your prospect. What’s the common ground between your prospect and the reason why you are sending them an email?
It could be noticing that your recipient is interested in using your services, or using similar tools that you offer.
88% of email recipients agree they are more likely to respond to an unsolicited email positively if it looks like it’s written and specifically created for them, so being transparent and avoiding over-promising claims can definitely help.
4. Give your prospects a unique selling proposition.
You must give them something worthy so they open up your next emails.
Rather than hyping them about your upcoming sale or your free 30-day trial, why don’t you try putting more emphasis on tangible benefits instead of your product features?
Think outcome for the prospect. It’s always the “what’s in it for me?” stage even at the first touchpoint.
Remember to keep this part neutral and avoid over-selling as this can destroy your brand authenticity.
Only 47% of brands are perceived by customers to be trustworthy. Craft your unique selling points to be a solution to your prospects’ pain points rather than trying to be salesy.
5. Wrap up with a strong call to action.
Don’t give them a vague exit. Instead, give them something that will prompt them to move.
Instead of asking “When’s the best time to chat?”, close off your email with something like “Are you free this Wednesday at 8:00 PM to have a quick Zoom call so we can go over what you’re struggling with in terms of XYZ?”
This way, the normal back and forth process becomes shorter and more goal-focused.
Cold emailing campaigns with 4 to 7 follow-up emails get 3x higher reply rates, so make sure to reach out to your prospects within a healthy interval.
Can Lead Generation Agencies Also Do Cold Emailing For My Company?
The answer is, that not all agencies can scrape adequate, reliable data to create quality cold emailing lists.
And, not all lead generation companies can help you create a powerful cold emailing campaign.
But, here at The Scalelab, we put rigorous end-to-end research on finding highly qualified prospects based on your exact target audience, and craft cold emails that will help you generate engagement and get the results that you want.
Our proven lead generation strategies will help you find qualified prospects week after week, month after month, and our creative cold email copywriters will engineer an email campaign that generates great results for your company.
Ready to start sending out cold emails that get you results? Book a schedule with Arnaud here, or send us an email at firstname.lastname@example.org