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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