Cold emailing is difficult. Despite this, many salespeople do it. Writing the perfect sales email is tough.
That is precisely what makes it difficult. Because you need to be heard above the din. You must make an impression. You must be able to swiftly hook your reader and demonstrate value.
So, what do you do if the Google templates you found aren’t working? You use your imagination!
When sending cold sales emails, here are 12 methods prescribed by RisePath to stand out (in a positive way).
Video
A customised video is the most personal level of personalisation you can provide in an email. It takes some effort to set up, but it almost always works.
The following approaches can be used to include videos in cold emails:
1. Screen captures
A screen capture can be quite useful when targeting online companies.
Sending a video with a link to your prospect’s website is sure to get their attention. It will also demonstrate that you have done your homework. It could be something quite basic.
The idea is to pique your prospect’s interest and generate a response.
2. Webcam
Another strategy is to speak straight to the prospect without using any props or video production gimmicks.
This is a very effective strategy for CEOs.
In many circumstances, the CEO will not be the one to decide which approach to pursue. Although they will sign off on it, the sales manager will be the one to choose a CRM. The accounting software will be chosen by the accountant. And so on.
You focus on the values rather than the product in a tailored communication to the CEO. This is your chance to deliver a message that has a greater impact. To break through the clutter and get them to connect you with the right people.
Writing the recipient’s name on a small board or piece of paper is a simple and inexpensive approach to capture their attention.
One of those “one crazy methods” for developing a connection in a cold email that actually works is writing a prospect’s name by hand.
3. A brief, tailored demonstration
A quick personalised demo is a wonderful approach to reaching through to a prospect who doesn’t reply.
The goal is to show your prospect the value of your product in just a few minutes:
- Because you know they’re busy, tell them in the email that you made the video.
- Keep it under two minutes long.
- Make the use case relevant to their situation by personalising it.
- Personalize the demo environment with their logo and products if possible.
- Make the video thumbnail unique so it attracts their attention right away.
4. A brief feature demonstration
This is an extension of the last point. Instead of providing a lengthy overview demo, you concentrate on the most important elements.
Including your prospect’s logo in the video is a great method to catch their eye.
Image
Another wonderful technique to develop rapport with your prospect is to use personalised photos.
They’re more scalable than videos, but they still provide a lot of personalisation. They’re also fantastic for follow-up emails as well as first emails.
Here are a few methods to use photos in your email to draw attention to your message.
5. “Write” their name in a unique way.
People’s own names are the first thing that comes to mind when they hear something. When you include their name in a photograph of yourself, you’re truly personalising the situation.
6. Make use of their logo
Using your prospect’s logo is another technique to capture their attention.
The combination of comedy and individuality makes this email stand out.
7. Visit their website or download their app
Include their website in any offer to improve their design, copy, positioning, product offer, or anything else you can figure out from their website.
Their attention will be drawn to their own website, and you will stimulate their curiosity by pointing out opportunities for development.
Then propose scheduling a brief meeting to go over it.
This is an excellent structure because it is entirely focused on providing value. And it only takes a few minutes of your prospect’s time.
8. Use GIFs
GIFs are a simple and entertaining way to spice up a dull email.
GIFs are an effective technique to portray emotions in the sales world. They’re very good at making others laugh.
And if you make your prospect grin, you’ve already made an impression on them.
When utilising GIFs in a cold email, however, keep the following in mind:
- Make sure the GIF doesn’t include anything offensive in it.
- Make certain there is no profanity in it (depending on the target audience)
- Choose/create a GIF that reflects your brand and tone of speech.
- Keep your file under 1MB.
- Check to see if it’s correctly embedded.
- Consider accessibility and add alternative text.
Text
Text is still effective if you are unable to develop visual material or if it does not suit your target audience.
It’s all about spotting the small details that will capture your prospect’s attention.
Here are a few examples.
9. Warm greetings
Everyone enjoys being acknowledged. What better way to do it than to congratulate your potential client? Keep a watch out for important updates from your prospects, such as:
- Beginning a new job
- A new round of funding
- An acquisition made recently
- A product refresh
10. Shared ground
Finding similar ground with a prospect is an excellent method to establish rapport.
Use it if you used to work in the same industry or went to the same school!
It’s really effective, especially when combined with the legitimacy of having worked for that company.
11. Making content references
Content marketing is more than a means of increasing SEO, authority, and lead creation. It’s also a technique to engage and grow an audience.
Reaching out and mentioning such stuff is only natural if you’re a member of that audience.
You’ve got yourself a conversation if it’s sincere and specific enough.
12. Citation of your work
Alternatively, you might start your email by informing them that they’ve been referenced in one of your articles.
If you want to focus on a specific niche, simply write an article about it on your website. Then, specify which firms (or individuals inside those companies) you intend to contact.
Determine your objectives.
The same rules apply to visual and creative content as they do to all other types of content. That is, you must tailor it to your target audience.
People will react differently to the same content based on their position in the firm, for example.
Content about the specifics of what you’re offering may not elicit a response from a CEO. They may, nevertheless, respond favourably to big-picture talking points.
A sales manager may not respond to a comment about a piece of material with which they have no involvement. However, content regarding their sales performance may elicit a response.
Take the time to figure out who your recipients will be.
Prepare yourself by being inventive.
Using unique content in your sales emails, regardless of your strategy, necessitates some planning.
However, if you’re prepared to put forth the initial effort, it will elevate your sales process to new heights!
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