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How to write the perfect cold email

February 7, 2019

By 2020, it is predicted that there will be 3 billion email users worldwide. 

  • In 2017, the average number of emails per day was 269 billion, and over half were spam.
  • An office worker will receive more than 120 emails each day.
  • 66% are read on mobile devices.
  • Click rates for marketing emails in North America are just 13.7% from mobile, and 18% from desktop.

Amidst all this email ‘noise’, how can you make sure your B2B marketing emails are read? How can you guide your potential customer from one sentence to the next?

We’ve identified 9 approaches that will work.

1 - Cover the basics

The first key step is to make sure your customers don’t see your email as spam.

Include your full contact details. Tailor your email so it’s addressed to your customer, and references things that they’ll know. And include a specific request.

2 - Keep it simple

Follow the three Bs:

  • Emails should be short (Brevity)
  • Get to the point quickly (Blunt)
  • Language and ask should be simple (Basic)

3 - Build bridges

Guide your customer through their journey by building them a bridge.

Start your email by describing their world as it is now. Then, paint a picture of how their world would improve if you solved their particular problem.

Finally, show how your product or service will be the bridge to take them to the solution.

4 - Be provocative

We know that pain is a motivating factor for humans, and you can use this to your advantage. So, describe their world as it is now.

But, instead of showing what the world could be like, focus on the pain of the current situation. This makes your solution even more attractive.

5 - Prove claims

Everyone wants to have a reason to make a commitment to buy. So, start your cold email with the great news about your product or service. Then, provide evidence to back up your claims.

This might be facts, benefits, statistics, or quotes from your current customers. Finally, call your customers to action.

6 - Grab attention

Take your customer on a journey by building their desire. Start by grabbing their attention. This might be linked to a recent news story or a trending topic on social media.

Then, arouse their interest, by making it personal to them. Link your solution to the story, or the challenges it presents. Next, build desire, by creating a fear of missing out.

Finally, ask for a response. This might be signing up to receive content, or arranging a conversation.

7 - Tell a story

Another motivational driver is strong narrative, so use your email marketing to tell a story.

Start with a big idea, about you, your organisation, your product, or your service. Describe the challenges that the big idea faces. And finish with how your big idea overcomes the challenges and wins in the end.

8 - Arouse curiosity

A compelling opening paragraph can work wonders, and encourage your customer to read the whole email.

How to make it compelling?

Include facts. Keep it concise. Be specific. Be light on the adjectives. And use the language to arouse curiosity.

9 - Set your customer free

Do you want to double the chance that your customers will respond? Then give them the option not to!

Telling your customers that they’re free to do what they want means they’re twice as likely to engage.

Following these steps will take your email marketing to the next level. To find out how Cognism’s sales intelligence platform can supercharge your email campaigns, register for your demo today!

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