Tired of cold emails that get lost? We'll show you how to cut through the noise with targeted outreach, using guides and templates designed for impact.
A well-crafted cold email is a powerful tool. Its sole purpose is to elicit a response. To achieve this, your message must be clear, concise, and compelling.
Start with the end in mind. What's your goal? To book a meeting or get a referral? Remember, every cold email is an opportunity to spark a conversation, but to truly maximise those opportunities, you need to be reaching the right people. Let’s dive into how to define and locate your ideal customer profile, the crucial first step in building a successful outreach strategy.
Identify your ideal customer. The more specific your profile, the better. Speak their language and understand their pain points.
There are several ways to source email addresses, each with its own pros and cons:
Purchased Lists: Purchased data lists, often used in marketing, are collections of contact information (like email addresses, phone numbers, and addresses) that businesses buy from data brokers or other data aggregation companies to expand their reach and target specific audiences. Some companies, like Cognism, will allow you to interrogate their data and even auto upload it, right into Salesforce.
Web Scraping: An automated process of extracting data from websites, often using software bots or crawlers, to be used for various purposes like data analysis, research, or building datasets.
Outsourced Lead Generation: This involves hiring a third-party agency or company to handle the process of identifying and nurturing potential customers, allowing businesses to focus on other core activities.
Ideal Customer Profile (ICP): A detailed description of the ideal company or customer that would derive the most value from your product or service, helping you focus your sales and marketing efforts on the most promising prospects.
Bonus tip: Data Cloud can help you identify the characteristics of your most engaged contacts. By understanding who is likely to respond, you can refine your targeting and focus your efforts on the right audience. For example, you might discover that contacts in a specific industry or with a certain job title are more likely to engage with your cold emails.
To do this effectively, you should consider the following:
Once you’ve done this, you’ll have a very specific customer profile. Then you can find 10-30 businesses that have a look-a-like business.
The theory is that you don't need thousands of prospective customers. Only a handful of the right ones.
Rather than chasing thousands of low-quality leads, prioritise a smaller list of high-value targets. By understanding your ideal customer's needs, preferences, and pain points, you can craft highly targeted and effective outreach campaigns.
Avoid casting a wide net. Instead, target a niche market. This allows you to:
By concentrating on a smaller, more focused audience, you'll generate higher-quality leads and increase your chances of success.
The language you use in your cold emails can significantly impact your success. In this document, we’ll give you some examples. In this document, well share some examples of content you can send but please remember, the more specific you can get with your content, the better. Your unique value proposition and targeted pitch will make a world of difference.
Remember, the key is relevance. Your message should address a specific pain point or opportunity your prospect cares about.
Bonus tip: Salesforce Einstein can help you craft more effective cold emails by suggesting personalised content and subject lines based on individual profiles and behaviour. For instance, Einstein might suggest mentioning a recent industry award your company received or referencing a blog post the contact has previously engaged with.
When thinking of subject lines, remember these rules:
Every email should have a singular, clear call to action (CTA). Don't overwhelm your recipient with multiple options. Make it easy for them to respond by providing a straightforward next step, such as:
Your goal is to get referred to the right person or schedule a meeting. Don't try to do both.
Optimise your emails for mobile devices. Keep them short, concise, and easy to read on smaller screens. Avoid complex HTML designs and focus on clear, plain text.
While templates can streamline your process, your emails should still feel personal. Avoid generic, corporate language and flashy branded imagery. Try opting for a conversational tone or consider adding a "Sent from my iPhone" line to add a personal touch.
Read your emails aloud to identify areas for improvement. Ask yourself:
If you can't confidently answer these questions, your email isn't ready to send.
To further refine your cold email skills:
By following these guidelines, you can create cold emails that stand out, engage your audience, and drive results.
Your prospects are busy. Respect their time by sending concise emails. When longer messages are unavoidable, use clear formatting:
Formatting Example:
Compare these two versions of the same email promoting a printing service:
(Unformatted):
Hi,
We're having a sale on our new spring collection! There are dresses, skirts, and tops in a variety of colours and styles. We also have new accessories, like jewellery and handbags.
Stop by and check it out!
(Formatted):
Spring into Savings!
Hi,
We Have New Items on Sale:
Complete Your Look:
Visit Us Today!
(Benefits)
By making your email scannable, you increase the chances of readers absorbing the key points.
Follow-Up Frequency
The ideal follow-up cadence involves a high initial frequency that gradually tapers of. Next-day follow-ups reduce replies by 11%, so it’s essential to give prospects 2-3 days to consider your email and reply.
Following up after three days results in a 31% increase in replies. The best wait time between a cold email and a follow-up is between 2 and 5 days. After 5 days, response rates drop to 24%.
Remember, these are guidelines. Your follow-up pace should be based on the relationship and context. Respect busy individuals like CEOs and avoid relentless emailing.
Emphasise ease for the prospect. Sales emails often burden recipients with complex tasks. Aim to simplify the decision-making process.
Solution:
Present three scenarios relevant to the prospect's situation. Ask them to choose the one that applies, requiring only a reply, number selection, and send.
Example:
Instead of a lengthy introduction, present your prospect with three options related to their main challenge. Once they choose, you can follow up with targeted advice.
Hi [Customer Name],
Your Spring Style, Your Way:
I know you're interested in our new spring collection.
Which look best suits you?
Reply with the number of your preferred style!
Benefits:
Reduced friction and increased response rates. This approach can significantly improve your email success.
Testing & Optimisation:
Einstein can analyse email engagement data and recommend the optimal times to send cold emails. This ensures your messages reach inboxes when clients are most likely to be read and acted on.
By sending your emails at the right time, you can increase your open and response rates and improve your overall email effectiveness.
Begin by testing this approach with your most important email or the one with the lowest response rate. A/B testing against your current version will allow the results to speak for themselves.
Steps for Beginners:
The Break-Up Email
This is a surprisingly effective way to elicit a response from unresponsive prospects. The concept is to initiate a "break-up" via email.
The Rationale:
By taking the initiative to "break-up," you subtly shift the power dynamic. It prompts the prospect to re-evaluate their lack of response.
Crafting the Subject Line:
Intriguing subject lines are crucial for grabbing attention. Here are some examples:
Example: B2C Break-Up Email
Hi [Name],
I've reached out a few times now to discuss how [Your Company] can elevate your wardrobe. While I understand you may be busy, I wanted to check in one last time.
If you're open to exploring personalised style options, please let me know by [Date]. Otherwise, I'll consider this our final follow-up.
Still no luck? If a client remains unresponsive to emails, Agentforce can suggest alternative communication channels, such as SMS or social media, and even initiate contact through those channels with pre-approved messages. This allows you to reach out to clients in a way that they are more likely to respond to.
Ready to level up your outreach? Let's optimise your outreach today and build a Salesforce sales strategy that delivers. Click here to talk to a consultant.
