Cold emailing – The beginning

A cold email is sent to someone you have not spoken to before and would like to present your services or product to. Doing this correctly can increase your response rate and sales. People are busy. They get so many emails. You have to stand out!

I am not a fan of template emails, but I have to admit that they do save time when you send out repetitive emails. It is very important that these emails are personalised. Show your prospect that you have taken the time to look at the company details and know who they are. People are clued up and will catch on that you have sent them a template email..

1. The Subject Line

The subject line of the email is what will entice your prospect to read your email. It needs to be clear and try to solve some problem you think the company might be having. It won’t help trying to be clever or . Making the prospect annoyed will ensure that they will delete your email without reading it and all further emails you send will be sent to the spam folder.

  • Asking a relevant question in the subject line will make your client curious. People can not resist answering questions. Even if they don’t return your email, they will answer the question mentally and start an internal conversations with themselves about the topic.
  • If this approach does not appeal to you, you could try another approach. There are 6 marketing motivators to help you come up with a compelling subject line. They are: Fear, exclusivity, greed, need for approval, anger and guilt. Now go write a few subject line using these.

The most important part of the subject line is that it is relevant to the company or person you are trying to reach. The goal is to get your client to read the email. A good measure is to ask yourself if you would read the email with the subject line your have just written.

2. Greeting

Use the appropriate greeting for the tone of your email. There is some debate about what is acceptable in modern day emails. Let’s look at the acceptable ones and those that are not.


  • Hallo Jane or Mrs Hunter
  • Hi Jane or Mrs Hunter
  • Good day Jane or Mrs Hunter
  • Dear Jane or Mrs Hunter

Not Acceptable:

  • Jane,
  • To whom it may concern,
  • Howzit,
  • No greeting.

Spell your clients name correctly. It shows attention to detail and it is the least you can do.

4. Call to action (CTA)

This is where you ask the client to do something. Don’t try and force your prospect to have to do something, be gentle. Nudge them in a direction you want them to go. This must not be longer that one sentence.

5. The ending

End your email by thanking the for reading your email and sign it with your name, designation, contact number and website information.

6. What to avoid

Keep the email short and to the point. There are a few things that should not be added into this first email. Here they are:

  • Don’t add links and ask clients to click on them to view. You have not established enough trust for your prospect to want to spend their time on this.
  • Don’t hard sell the client or mention price. You can not establish enough of a need for your prospect to want to buy from you.
  • Don’t ask for a meeting. You can ask for a contact number so that you can follow up the email with a call.
  • Don’t make false promises.

Now that you have written your email, go back and edit it. Read the email aloud and look for any grammar faults.

A last word: There are many people saying that you need to send about 50 emails a day. I believe that quality is better than quantity. Establishing repore with your prospects is what will ensure a lasting and loyal relationship. Spend more time on a few selected prospects than going for the masses.

Following up on these emails is what is going to make sales. So be sure to follow up in a weeks time.

Cold emails are not my first choice for marketing, but it has a place at the table.

I hope this has helped you.

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Cold emailing is not so difficult

The definition of cold emailing according to Wikipedia: “A cold email is an unsolicited e-mail that is sent to a receiver without prior contact. It could also be defined as the email equivalent of cold calling.”

There are various reasons for adding this method of marketing to your arsenal. Although cold calling is not my go-to way of contacting prospects, this has it’s place. Some of the reasons you might consider cold emailing is because you don’t have a big budget, you can only work after hours or you are trying a new technique.

Cold email is an effective way to contact people you want to pitch, but can not reach in other ways. Sending cold emails to random email addresses are not effective and your response rate could be as low at 1%.

Researching your prospects is the first step to getting results. Qualifying your prospect will allow you to reference specifics about the company and highlight processes that they use. The more you personalise your email the better your chances are of getting your prospect to reply. Here is my step by step guide of how to do this.

1. Make a list and check it twice

Make a list of 5 business categories you feel will benefit from your services or products. You are not looking for business names here, but the broader business genre. The list could include insurance companies, banks, bed and breakfasts, restaurants etc.

2. Keep a record

The next step is to set up a database to keep track of the clients you are going to contact and the responses you get from them. You can do this by using a CRM (Client Relationship Manager), a spreadsheet or on paper. This is a personal preference. Just make sure that your records are kept up to date and are relevant. The types of things you should keep track of is the following:

  • The company name.
  • The person you are contacting.
  • Email address.
  • Telephone numbers (for future reference)
  • Date you sent the first email.
  • Date of response.
  • Type of response: not interested, please contact me etc.
  • You can add any other category you feel you need to keep record of.

3. List the names

Make a list of specific names, but limit your list to no more than 25 companies. When starting this process, try and keep the list short so that it does not become overwhelming. Take 5 companies from each of the 5 categories you have chosen before and work on them. Remember you can repeat this process again. Give each of your companies a number from 1 to 5 – 1 being very relevant. Contact the most relevant first.

4. Researching specifics

When you are researching the company, make notes about the company and how they can use your products or services. Take into account that each company will have specific requirements and you will have to try and find your way in. This is a slow process, but after a while you will become a pro. Just keep at it: practice, learn, perfect.

5. Who do you want to talk to

Try to find the relevant person to contact : HR, development manager, product manager etc. Some of the company websites might list the email address of the person you want to contact, but this is not always the case. Social media can also be helpful in finding the persons details. This type of search might require you to connect with the person first before you will be able to get their email address. You might have to be a bit creative in getting the information you need.

6. Write it

Once you have this information, you are ready to compose your email and send it.

Head over to my article about writing the email.

7. Well worth it

Although this research can take a while, it is well worth the effort. Contacting the right person can increase your chances of success. Doing your research correctly can increase your conversion rate for these types of emails, but remember that this is only the first step.

I hope this article was helpful.

Wishing you life, love and everything else.

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