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Cold emailing has come a long way since it was first used in sales. Back in the old days, the sole purpose of sending cold emails was to pitch the offer. Usually one, generic message was sent to a large group of prospects without personalization or segmentation whatsoever.
Since the method was new and not many people did business via email yet, such a mass-sales-oriented approach actually worked great as a lead generation method. But the more copy-paste type of messages flooded the prospects’ inboxes, the less effective this approach became. People grew sensitive to the salesy tone and the generic character of cold emails.
The approach to sending cold emails has evolved significantly since then. Messages with an aggressive sales pitch are now bound to fail. Also, impersonal, one-size-fits-all type of emails are no longer effective.
Nowadays it’s all about building a relationship with a prospect. Cold email copy should be focused on the recipient, not your product or service. Put yourself in their shoes. From the very first email, a prospect should feel that you understand their business and the challenges it entails. Don’t jump to making the deal straight ahead. Instead, let your prospects tell you more about what they struggle with in their daily work. Then show them how these processes can be improved or done in a more efficient way.
Personalization is key to winning prospect’s interest these days. Therefore, also the prospecting plays an important role in the overall success of your cold email campaign.
Furthermore, personalization is addressing the exact reply of your prospects, by designing different versions of a follow-up and defining a trigger action that pings it. The more you learn about your prospects, the easier it will be for you to craft a message perfectly tailored to the particular prospect segment.
You can write a personalized introduction for your prospect based on their work, education, and experience. Include this introduction at the top of your email/message, and you will be surprised to see the results. Your read rates and conversions will soar, and so will your sales
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