How Effective Is Cold Emailing: The Go-to Guide for SDRs

Here’s an unpopular but obvious truth! 

Daily receiving tons of cold emails can be frustrating for your prospects– especially when they lack relevance. 

Only 23.9% of sales emails have a chance of being opened. 

What does this mean? Out of every 100 emails you send, 77 will likely go unopened.

However, experienced email marketers understand the potential of a well-targeted and well-crafted cold email outreach process. 

Why?

It can potentially generate millions in revenue.

Cold emails allow you to initiate a conversation with someone you don't have a prior connection with. 

This somebody can be a potential customer, a networking contact, or a request for a backlink. 

In essence, cold emails allow you to build relationships with a very specific and targeted audience.

Well, to give you some detailed insights, let’s outline the powerful benefits of cold emails. 

We’ll also explore some brilliant tips and best practices to create emails that capture your prospect's attention. 

Additionally, we'll highlight common mistakes to avoid – to help you boost your conversion rate. 

Why Cold Emails Are So Effective?

With 4 billion daily email users, 89% of marketers consider email their primary lead generation channel. 

In email marketing, cold emailing is an excellent tool for all businesses. 

Why? Because of its affordability, scalability, and effectiveness. Let’s now check these upsides in greater detail.

1. Targeted Account/Prospects Reachability

Cold emails allow you to reach a targeted list of accounts/prospects—beyond your existing network. You know whom you want to target and reach, and that’s why it has a significant ROI (Return On Investment). 

However, the same is not valid for inbound marketing. Here you target a wider audience. Hence, you have no control over who will contact you as a lead, whether it's a fit or not.

On the contrary, you have complete control over your audience list in outbound cold email marketing.

Additionally, cold emails directly reach the platform where your prospects spend most of their time – their inbox. After all, 44% of people in the United States and Canada check their email 1-3 times daily.

As a result, you connect with more potential prospects via cold email. So, research your target audience and craft personalized messages to make the most of this opportunity. 

Then, you can connect with people you don't know yet. It increases your chances of expanding your reach and getting noticed. Let’s illustrate this with an interesting example.

For instance, let's say you're a startup looking for investors. Next, you can expand your reach beyond your immediate network by using a targeted cold emailing approach to contact potential investors who have expressed interest in similar businesses. 

2. Scalability

One of the most significant advantages of cold emailing is its scalability. With the apt tools, you can simultaneously send many custom emails to thousands of prospects. 

It saves time and effort, which is especially beneficial for small businesses without a large marketing budget. 

For example, let’s say you are a B2B company offering CRM solutions. You launch a new data analytics tool to improve customer insights. 

You target businesses with a personalized email campaign, highlighting the tool's benefits and including case studies. This approach quickly spreads the word and increases your sales chances.

3. Low Cost and High ROI

Compared to other marketing channels, cold emailing is a relatively low-cost option that can yield a high ROI. 

Email marketing generates an average ROI of $42 for every $1 spent. This is because cold emailing doesn't require a significant investment in resources, such as advertising or sales staff.

Let’s assume you are a B2B company offering IT solutions. You use targeted emails to reach potential customers in your area. 

You introduce your company and explain how your solutions can improve business operations and boost profits. This approach generates new business without expensive advertising or hiring sales staff.

4. Measurability and Tracking

Another significant advantage of cold emailing is its measurability and tracking. You can track open rates, click-through rates, and other metrics – to determine the effectiveness of your campaigns. 

It allows you to optimize your campaigns over time and improve conversion rates.

5. Control Over Timing and Frequency

Again, cold emailing gives you complete control over the timing and frequency of your campaigns. You can choose:

• When to send your emails
• How often to send them
• Which messages to include

It enables you to tailor your campaigns to your audience's specific needs and preferences.

6. Increased Brand Awareness

Every cold email that reaches a prospect increases your brand awareness. Even if the prospect does not need your product or service at that moment, they may remember your business in the future when they need something you offer.

7. Personalization

Custom emails are more likely to generate higher transaction rates than generic emails. So,

• Find out who your potential customers are.
• Then, adjust the tone and layout of your email message to fit their profile.

As such, you can create a more personalized message that resonates with your prospects.

A 9-Step Effective Cold Emailing Guide

As you can see, cold emails have tremendous potential. So, if you’re not using this technique to leverage your business, you’re wasting a lot of untapped potential. 

However, suppose you have already implemented cold email campaigns, but they aren’t working as expected. In that case, you only need to master the right cold emailing strategies! 

1. Researching Prospects and Target Audience

Before sending out cold emails, try to study and understand your target audience. This research will help you gauge who you’re emailing and their needs. 

As a result, you can create your message per your target prospects' specific interests. 

You can pinpoint your potential audience by gathering information on their:

• Demographics
• Interests
• Behaviors

You can acquire the above information from the following sources:

• Social media
• Company websites
• Industry reports
• Other reliable sources

2. Tailoring the Message to the Recipient

Once you identify your target audience, tailor your message to each recipient. Personalizing your message shows that you have taken the time to understand their specific requirements.

In addition to the main message, pay extra attention to personalizing subject lines. Emails with personalized subject lines are 26% more likely to be opened. 

It shows that taking the time to personalize your message can increase your email’s open rate.

3. Specifying Your Offerings

Your cold email's value proposition is the key element driving its purpose. Hence, emphasize how you can provide value to them through your cold sales email.

You may promote a product or service or offer advice through an email series.

Conveying how your offering can benefit their lives is essential here. Also, explaining why they should consider your email is vital.

You can capture your recipient's attention by clearly articulating your value proposition. As such, you can persuade them to take the desired action – whether responding to your email or engaging in a more extended business relationship.

4. Crafting a Compelling Subject Line and Body

The subject line of your cold email is like the cover of a book. Why? It’s the first thing people see, which can make or break their interest in reading ahead. 

As many as 33% of recipients open emails based solely on the subject line. That's why it's crucial to get it right.

Your subject line should be short and interesting to capture your recipient's attention. You want to build curiosity while still clearly conveying the subject of your email. 

When creating your subject line, consider your target audience and what appeals to them. Ask yourself questions such as:

•  "Will they find this relevant?" 
•  "What's the buyer persona?"

You can follow the following tips to design result-driven subjects:

• Craft a brief yet intriguing subject line that resonates with your target audience. 
• Make it sound empathetic, not pushy. 
• Avoid using a misleading subject line that entices a recipient to open your email but fails to convey the message. 
• Using a clickbait subject line can compromise the trust they have in you and hurt your credibility. Furthermore, they will likely mark your message as spam.

5. Validating Yourself

Remember that when you send a cold email, your recipients likely have no prior knowledge of your business. That’s why it's crucial to introduce yourself clearly in your email. State your name and position, and explain why you're the best person to assist them.

To build trust and credibility with potential clients during cold outreach, consider using social proof examples from previous companies you've worked with. It can include things like:

• Mentions in media
• Social proof, like shares and comments
• Testimonials
• Additional relevant examples

Using social proof, you can establish yourself as a reliable person to do business with. As such, this makes it easier for potential clients to see that you fit their needs.

6. Designing an Attractive Email Format

Your email’s format should be visually appealing and easy to read. Use the following elements:

• Short paragraphs
• Bullet points
• White space

– to break up your text. 

You can also include images or videos to make your email more engaging.

According to a study by Constant Contact, emails with three or fewer images and approximately 20 lines of text result in the highest click-through rates. A simple and concise email format can increase your email’s success rate.

7. Alleviating Your Audience’s Pain Points

Make sure to research your recipients thoroughly and find out what problems they might be facing. Incorporating a pain point in your cold emails has several benefits: 

• It demonstrates that you have taken the time to understand their needs. 
• You are interested in helping them achieve their goals.

To identify a pain point, you can:

• Follow the company’s social media updates on social media channels.
• Check out their press releases and media/news coverage articles.
• Look at the software they use, which can be found on their website.
• Analyze their promotional initiatives via tools, such as Ahrefs or SEMRush.
• Speak with people who know the company.

It's crucial to highlight how a particular pain point affects your prospect’s short and long-term goals. 

Further, explain why it's essential to address it. In your cold emails, help your recipients envision how their business could benefit if that issue were resolved. 

Lastly, showcase why you are the best person to help them with their problems.

8. Following the CAN-SPAM ACT 

The US government enacted the CAN-SPAM Act in 2003 to regulate commercial email messages. CAN-SPAM stands for "Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003." 

It sets rules for commercial email messages and gives recipients the right to opt out of receiving future emails.

As a sender of cold emails, following the guidelines set by the CAN-SPAM Act to avoid penalties and maintain your reputation is essential. Here are some key points to remember:

• Provide a Clear and Truthful Subject Line: Your email's subject line should reflect your message's content accurately.

• Include Your Contact Information: Your cold email must include your physical mailing address, a registered post office box, and a clear and easy-to-use opt-out mechanism.

• Honor Opt-out Requests Promptly: Once someone has opted out of receiving your emails, you must remove them from your mailing list within ten business days.

• Be Careful With Your Email Content: Your email must not include false or misleading information, such as deceptive subject lines or false headers.

• Use a Reputable Email Service Provider: A reputable email provider ensures your emails are delivered. It also helps you manage your mailing list and comply with CAN-SPAM guidelines.

9. Concluding With a Clear CTA and Signature

Now, you’ve successfully engaged your recipient with an attention-grabbing opening and presented them with a clear and valuable offer. 

Next, provide them with a CTA. It prompts the reader to take action if they’re interested in your proposition.

Your CTA should be a simple, direct statement encouraging your prospect to engage with your brand. It could be anything from:

• Scheduling a meeting
• Signing up for a free trial
• Downloading a white paper
• Visiting a blog post

The goal is to make it easy for your potential customer to take the next step without having to think too hard about it.

Finally, a well-constructed email signature adds a professional touch to your cold email. Additionally, it reassures the recipient of your legitimacy. It should include your:

• Full name
• Company name
• Website, address
• Secondary contact information
• Links to your relevant social media profiles on LinkedIn or Twitter

A well-designed email signature enhances your credibility and provides additional contact details for the recipient to contact you.

8 Common Cold Emailing Mistakes to Avoid

Having a specific methodology is essential for cold emailing to boost your conversions. In the following section, you will learn about the eight common mistakes made by those new to implementing a cold emailing strategy.

1. Forgetting to Follow-up

Follow-up emails are crucial in cold emailing. Statistics show that not following up can lead to lost sales opportunities. In fact, the average initial email open rate is only 21.3%. 

Therefore, it is essential to send follow-up emails to increase the chances of getting a response.

• Sending only one email without follow-up usually results in an average reply rate of 16%. 

• Users who follow up achieve a 27% reply rate.

• After no response to your initial email, research indicates that 2-3 follow-ups are optimal. 

• Campaigns with at least one follow-up convert about 22% more prospects than those without any. 

The above statistics highlight the significance of follow-ups in increasing your chances of eliciting a response from your prospects.

2. Using a Generic Subject Line

A generic subject line can make your email look like spam, and your message may be deleted without being read. 

So, make the subject line personalized and relevant to the recipient. This will increase the chances of the email being opened.

Here are some examples of targeted subject lines:

• [Recipient Name], How [Your Company] Can Help You Increase Revenue

• [Recipient Name], Don't Miss Out On [Your Company]'s Exclusive Offer

• [Recipient Name], Here's How [Your Company] Can Solve Your [Specific Problem]

• [Recipient Name], Can We Help You Improve Your [Specific Business Process]?

• [Recipient Name], Introducing [Your Company]'s Innovative [New Product/Service]

• [Recipient Name], [Your Company] Can Save You Time and Money with [Specific Solution]

• [Recipient Name], Our [Specific Solution] Has Helped [Other Business] Boost Sales by [Specific Percentage]

• [Recipient Name], Want to Learn More About [Specific Topic]? [Your Company] Has You Covered

3. Writing for Everyone

Tailor your cold emails to the specific recipient and their needs. Writing a generic email copy that doesn't address the recipient's pain points or interests can result in a low response rate.

Here are some illustrations of generic introductions to avoid:

• "Hi there!"

• "Introduction to [Company Name]"

• "I hope this email finds you well."

• "Follow-up on our last conversation."

• "Sales opportunity for [Company Name]"

4. Not Addressing Pain Points

To make your email relevant and valuable to the recipient, you need to identify and address their pain points. 

Do your research and discover their challenges and how your product or service can help solve them.

Here are some elements that companies often miss out on addressing in their emails:

• Ignoring the recipient's industry or role-specific challenges

• Focusing on your company instead of the recipient's needs

• Generic messaging that doesn't address a specific pain point

• Not researching the recipient's company or industry

• Sending an irrelevant offer to the recipient

5. Focusing Too Much on Yourself

Your cold email should focus on the recipient and how you can help them, not on your company or yourself. You should avoid the following:

• Excessive self-promotion or boasting

• Highlighting company history instead of value proposition

• Including irrelevant personal details

• Not making the email personalized to the recipient

• Focusing on your own goals instead of the recipient's needs

Instead, you MUST write the email from the recipient's perspective. Plus, it should show them how your product or service can benefit them.

6. Sending Emails to Irrelevant or Non-responsive Contacts

Sending cold emails to people outside your target market or with no interest in your product or service can waste time and resources. We advise you to abstain from the following actions:

• Using outdated contact lists

• Failing to research the recipient's company or industry

• Not defining a clear target market

• Sending emails to generic email addresses

• Not segmenting your email list based on relevant criteria

It's crucial to have a well-defined target market and to only send emails to those who fit within that market.

7. Including Too Much or Too Little Information

A cold email should be concise and to the point. Including too much information can overwhelm the recipient. 

On the contrary, including too little can make the email seem unprofessional or incomplete. Here are some mistakes to avoid:

• Providing too much detail about the company's background

• Failing to explain the product or service clearly

• Omitting key information that could generate interest

• Not providing a clear call to action

• Sending a message that is too short and lacking in substance

It's vital to balance providing enough information to pique the recipient's interest without overwhelming them.

8. Buying Prospect Lists

Buying prospect lists may seem like an easy way to get leads, but it can lead to low-quality leads and waste your marketing resources. 

It's better to build your list through research and outreach. Then, you can ensure you are targeting the right people interested in your product or service.

9 Top Cold Emailing Best Practices

Now that you’re equipped with the tips you need to craft excellent cold emails, here’s a list of nine cold email practices to follow before sending out your cold emails:

1. Starting With a Clear Goal

Beginning with a clear objective is essential to the success of your cold email campaign. Determine the purpose of your email, whether it's to:

• Generate leads
• Promote a product
• Build relationships with potential clients

Having a clear goal will help you tailor your email content and ensure that you're targeting the right audience.

2. A/B Testing

A/B testing involves sending two versions of your email to a small group of your target audience to determine which version performs better. 

You can test different subject lines, email content, and call-to-action buttons to determine which elements resonate with your audience. It helps you optimize your campaigns and improve your overall response rates.

3. Setting Email Automation

Email automation allows you to set up a series of emails – automatically sent to your target audience over a set time frame. It can be helpful for:

• Nurturing leads
• Following up with prospects
• Building relationships with potential clients

With email automation, you can ensure that your target audience receives relevant and timely content, increasing the chances of a response.

4. Using Prospecting Tools

Prospecting tools such as Hunter.io and Snov.io can help you:

• Find email addresses for potential clients and send cold emails
• Verify email addresses
• Track email opens and clicks

Plus, prospecting tools can streamline your lead-generation process and improve your overall response rates.

5. Maintaining a CRM

A CRM (Customer Relationship Management) system can help you keep track of your cold email campaigns, leads, and prospects. 

Also, it enables you to personalize your email content and track the performance of your campaigns. 

Maintaining a CRM can improve your strategy and ensure you target the right audience with the right message.

6. Regularly Cleansing Data

Keeping your contact list up-to-date and accurate is crucial to the success of your cold email campaigns. 

Regularly cleansing your data ensures you target the right people and avoid any issues that may arise from sending emails to outdated or incorrect contacts. 

Dirty data costs businesses an average of 12% of their revenue. Therefore, it is important to ensure your data is clean and accurate before starting any cold email campaign.

7. Using Fresh Sales Prospect Lists

Fresh and relevant sales prospect lists are essential to the success of your cold email campaigns. Why? Here are some benefits:

• These lists contain contacts more likely to be interested in your product or service
• Using targeted lists allows your sales team to focus their efforts on high-quality prospects
• High-quality prospecting lists increase your chances of a positive response and achieve a higher win rate
• You avoid wasting time and resources on individuals who are not likely to convert into customers

8. Building Long-Term Relationships

Building long-term relationships with prospects is essential. It means focusing on providing value rather than just selling them something. 

Plus, by building trust and establishing yourself as an expert in your industry, you increase the chances of prospects responding positively to your emails and eventually becoming customers. 

9. Using Custom Email Servers

As we’ve mentioned countless times, targeting and personalization are crucial for email marketing. As such, using a custom email server can provide you with more control over your communication. Plus, it can help you deliver more targeted messaging. 

There are several advantages of using a custom email server:

• Warm Up Your Email Addresses Before Sending Out Your Campaigns

It involves sending a series of low-volume, non-promotional emails to your list over time. It establishes your sender reputation with ISPs (Internet Service Providers) and improves delivery rates. 

As a result, you gradually increase your email volume and send more promotional content, further improving your delivery rates and overall campaign success.

• Configure the Server to Meet Your Specific Needs

You can set up SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) records to help authenticate your emails and reduce the likelihood of them being marked as spam. You can also configure your server to use dedicated IP addresses, which can help improve your sender reputation and delivery rates.

• Get More Control Over Your Email Data

You can set up your own email list management system and track your email open rates, click-through rates, and other metrics. It allows you to optimize your campaigns and make data-driven decisions to improve your results.

Setting up and maintaining an email server requires technical knowledge and expertise. You also need a solid understanding of email deliverability best practices, server administration, and security. 

However, a custom email server can be a valuable investment for businesses serious about email marketing and want to improve their delivery rates and campaign success.

Wrapping It Up

Cold emailing has existed since the inception of the Internet. It has stood the test of time for one primary reason: it works. Even large organizations worth millions of dollars have attributed some of their successes to cold emailing, particularly during the early stages. 

It's a strategy that can benefit any business, regardless of size, by generating more sales leads and expanding its network. So, there's no reason you shouldn't try it. 

With Revnew, you get access to a team of experts who can help you craft result-driven cold email marketing strategies. Start your cold email campaign now and reap the benefits it has to offer. Contact Us Now!

Check out how Revnew helped In-House Medical generate 20 appointments in just 3 months and acquire a fresh list of high-quality prospects by using strategic cold email campaigns.

Some Commonly Asked Questions About Cold Emails

1. Does Cold Emailing Work?

Cold emailing can be effective with a targeted approach and personalized messages if done properly. However, it is not guaranteed success and requires careful planning and strategy.

2. Is Cold Emailing Illegal?

No, cold emailing is not illegal as long as it complies with anti-spam laws and regulations, such as providing an opt-out option and not sending unsolicited messages.

3. What Is a Cold Email Example?

A cold email is an unsolicited message sent to a recipient who has no prior relationship with the sender. An example of a cold email could be an introductory message from a salesperson to a potential customer, offering their product or service.

4. How Do You Say Hello in a Cold Email?

When starting a cold email, it is best to use a polite and professional greeting such as "Dear [Recipient's Name]," or "Hello [Recipient's Name],". Avoid using informal or overly casual language.

5. Is Cold Emailing a Skill?

Yes, cold emailing is a skill that can be developed and improved over time. It involves understanding your target audience, crafting effective messages, and following up with potential leads.

6. How Do I Write My First Cold Email?

To write an effective cold email, research your target audience and tailor your message to their needs and interests. Keep your message concise, clear, and personalized, and include a clear call to action.

7. How Do You Start a Cold Email Introduction?

When starting a cold email, introduce yourself briefly and explain why you are reaching out to the recipient. Show your knowledge and interest in their company or industry and explain how your product or service can benefit them.

8. What Should You Avoid in a Cold Email?

Avoid using overly promotional language, spammy tactics, or making assumptions about the recipient. Also, avoid sending a generic message or a message that is too long or confusing.

9. What Is a Cold Email First Line?

A cold email's first line should be attention-grabbing and relevant to the recipient's interests or needs. It could be a question, a statement, or a compliment that shows your interest in their business or industry.