In B2B marketing, one of the most controversial strategies is sending of cold e-mails, since it is usually related to the low effectiveness of cold calls and spams. However, it is a practice that a good number of companies apply to reach a large number of prospects with less effort and better results than with calls.
Is the cold e-mail spam? Is it possible to get conversions in the B2B industry with this marketing technique? You will find the answers in this post.
When you want to create an email marketing strategy, the most critical factor is the type of emails you send. Since the way of your shipments are like this, you will have more or less success in your email marketing.
The moment you create an email marketing strategy, what you are looking for is to achieve one or more of these three objectives:
And how can you achieve these goals through your email marketing strategy? Well with the three types of email that exist in email marketing:
Yes, although it seems very simple, there are no more types of emails than these three. Each of them fulfills a goal in your email marketing strategy.
All the emails that you send to your list of subscribers are of a particular type, and they fulfill the objective that I indicate to you. Yes, you can mix several forms in a single email.
For example, you can send an email that is a mix of value contribution email and email to sell. However, there is always a predominant type and goal in all emails.
I have left out of this list of email types to the welcome email. This is an excellent email that can never be missed.
In the welcome email, you give your subscriber the incentive you have used to get them to subscribe, you explain your frequency of sending emails, what kind of content the emails that you post and what you can expect from now on.
It is an email to welcome you to your community and to introduce yourself. We can say that it is an email focused on creating a relationship of trust, but for its importance, I prefer to highlight it, apart.
In any case, it is an email that is only sent once, so you have to be clear that you have posted it and that it must comply with the characteristics that I have mentioned, you do not have to worry about this email anymore.
For now, I've talked to you about several objectives in your mailing strategy but in reality, there is a goal that all businesses want to see fulfilled, because otherwise, they would not be a business, and that is above all others. And it is an objective that you must never lose sight of.
Keep reading, and I'll tell you what it is (although as you are a person ready sure you suspect something right?
It is clear that the ultimate goal of anyone, whether you have a one-person online business or owning an SME, is to sell. If you do not sell, you will not be able to pay your bills, and your business will die.
But to sell is not worth just sending sales emails one after the other. I assure you that the only thing you will achieve is to see how your subscribers unsubscribe in a short time, besides that it will damage your reputation of sending since many will mark you as spam. It is one of the main mistakes I see frequently.
Demonstrate Your Authority:You have to make your subscribers see that you know what you are talking about and that you can solve their problems with your products and services.
Create a Trusting Relationship: Remember that nobody buys a product or service for it, but buys you. If you do not trust yourself, you cannot create the best product or service that will sell anything.
That's why you need to establish the relationship of emails that you are going to send, to create a successful email marketing strategy, correctly mixing the three different types of emails that exist. Now we will discuss properly cold emails and its effective strategy.
A cold e-mail is a mail promoting your products and services to people who have not shown a prior interest. The fact that the recipients of these e-mails have not given you their permission to talk to them about what you have to offer them is what usually places this marketing technique along with the infamous cold calls. However, cold e-mails are less intrusive than calls and give the opportunity to better target recipients and think of more accurate communication to get the attention of your potential customers.
What is a commercial email? Means that cold e-mail should be considered junk mail? Let's see in detail the characteristics of each one:
It shows a valid reason for your recipient: a cold e-mail denotes a legitimate business reason why a person receives it. The product or service that is detailed in the text of the email is something that has the potential to solve a problem that the sender knows the recipient has.
The message focuses on the potential customer: the text of the e-mail is written in a language that resonates with potential customers and focuses on concrete value propositions.
It has a certain degree of personalization: despite being a cold contact, cold e-mail campaigns involve a prior investigation that consists in knowing at least the name of the person and the company where you work, data that is used to send a message that, while it is still cold, is close.
They give the option to unsubscribe: it is a trend that is gaining more and more followers, and saves time and effort for both the sender and the recipient: the recipients feel less invaded, and the senders are not sending e-mails that they fall in a broken bag.
It doesn't use the first name of the recipient: the most visible sign of junk mail is that the text does not use the name of the recipient since it is a mail sent en masse and without discrimination.
It is focused on the company/product: the objective of spam is to sell as it is at the first contact, without taking into account who receives the message. We have all accepted that type of email in which from the beginning they talk about how the company and what they have to offer will change our lives, but they do not even bother trying to find out what our individual needs are.
Generates distrust from the subject: spam emails use a particular style when writing the topic.
These are some of the elements that usually make up the subject of spam:
Phrases like: "Extra money already," "Burns fat while you sleep," "Free."
Excessive use of emoticons, special characters, and capital letters.
They have no signature, no additional contact information: spam emails are characterized by being anonymous and, if there is a sender's name, it is usually apparent to the already trained eye of people that it is a false name.
They do not have the option to unsubscribe: obviously, spammers want to continue filling the mailboxes of people with worthless content, so giving them the power to decide is out of the question.
In conclusion, cold e-mail and spam only share the format and the broadcast channel. If the parameters of preparation and execution of a well thought out and segmented campaign are followed, cold e-mail is not considered spam.
And with this, we mean sending e-mails to those who are not purchasing decision-makers in the companies. It is something that will inevitably happen because you are working with cold contacts; However, you can save this situation by placing this simple but powerful prayer:
"If you're not the person with whom I should communicate, could you tell me who I can talk to?"
It's a simple phrase, it goes to the grain and helps to improve the effectiveness of your e-mail in 2 points: the people who read this will understand that it is a real person who contacted them, and you have a good reason to do a follow-up.
Avoid writing emails whose primary focus is to speak in a generic way about your company and your products, because most of your recipients will not stop reading a few lines. Instead, concentrate on bringing up the pain points of the segment to which you are directing your message and briefly mention how you can help solve them.
You have to remember that you are sending an email that was not requested, so you want to capture the attention of your recipients in a few lines, focusing on the interests of your recipients and inviting them to know more about your value proposition.
Sending a sequence of communications after the initial contact, in case of not having a favorable response, is essential for a cold e-mail campaign to be successful.
There are people who are not really interested, there are others who are, but for one reason or another they do not respond to the email: you have to achieve the desired response by sending at least one follow-up email offering something that adds value to the recipient, not just to repeat what you said in your first e-mail.
So that your e-mail does not have that generic style that spam usually has, write it as an email that you would send to a co-worker: using the formality and friendliness of a work environment, but with a more relaxed use of the words and using a close tone.
The time you have to capture the attention of your recipient is concise, make sure your piece of e-mail is full of attractive and possesses a bit of exciting information from the beginning to ensure higher conversion rates.
If your piece seems more a thesis than an e-mail, nobody will read it. Using the short, concise and substantial approach is the best: make use of bullets and do not write more than three paragraphs of 4 or 5 sentences at the most.
Short e-mails that present a clear, specific and concise proposal have a higher response rate than long e-mails in which the content is developed over several paragraphs.
In a few lines, you have to introduce yourself and show that you can solve a problem, satisfy a need or provide something of value for your recipient: describing a win-win situation will explain precisely what results each of the parties can expect.
If you are writing through a profile on online platforms such as Upwork or Fiverr, for example, take advantage of the fact that your profile contains all the information about you and your activity and reduces that information in the mail content: the less you talk about you and more of your recipient, the better.
It is essential that the recipient of a cold email feel that you have taken the trouble to investigate who he is, what he is doing and what his philosophy is concerning his activity.
Put your name in the box of the subject, and write the contents of the email in a way that explains why you wrote and how you think you can both benefit from cooperation.
Put yourself in your shoes and think what you would like to know or get from you through a first email, and make it according to that.
The use of a template ruins any sense of personalization and any possibility that the recipient of cold email considers it as something written especially for him.
You can inspire yourself in some template but create your own.
A bit of good advice is to express yourself as if you were speaking: your email has to be as pleasant as you would be if you knew the recipient of your message in person.
We know that your contacts are cold and you have little information about them, but for a cold e-mail strategy to succeed your database must have a minimum of data and previous filtering so that all your effort is not in vain. Use necessary information such as name, company, and position of the recipient of the e-mail to personalize your message a bit.
The signature of your e-mail will be the business card that you leave to your recipients, including trusted elements such as your full name, position, and links to your company's website and social networks. If you can include your photo, much better.
Do not forget to put all the contact information under your signature: telephone, address, email, this will give your recipient the opportunity to study you and see who you are, which will make you closer to your recipient, in addition, providing different communication options means that your recipients choose the most appropriate one to answer you.
Finishing your e-mail with a question allows your recipients to start a conversation with you. A good example is: "Do you think it is appropriate that we coordinate a meeting to discuss your needs?" Is not invasive and invites you to know more about your proposal.
Finish the writing of your cold mail with a personalized question for your recipient: this will open the possibility of dialogue and increase the chances of a response.
If answering the question can be an opportunity for the recipient to talk about himself or cite the characteristics of his business, even better: it is rare for someone to miss an opportunity for self-adulation, also if it is not through the response to a Cold mail that I was not even waiting for.
Cold e-mail is a resistance race, so if you surrender to the first attempt, you will not be able to see the real potential it has to obtain qualified leads for your business. You must prepare at least one follow-up email that follows the same writing parameters mentioned above but offers valuable information that you did not give in your first email.
Most cold emails get no response until the second or even third contact. To increase your chances of success, generate a series of follow-up messages and send them every 5 to 7 days: although many people are reluctant to answer right away, the insistence sooner or later will pay off.
Do A/B tests with different information, different lengths of text, links to different commercial information, videos, etc. You will find the formula that works best to get more leads using cold e-mails.
As you can see, cold e-mail is not spam; it is a marketing strategy that can be very effective for B2B businesses but requires surgical precision and patience to obtain the expected results.
There are two reasons why cold emails are one of the most complicated forms of communication and tend to fail: first, because the recipient is not known and second, because the lack of verbal interaction does not allow modifying the strategy in real time.
However, by implementing some of the techniques cited in this article, a more satisfactory response rate can be obtained.
Do you use cold e-mail to convert leads? What has been your experience?