Do you want to send cold emails? Is it an absolute no-no? What are the challenges of sending cold emails? Are your competitors trying these tactics? These are the questions that might come to your mind. In this article, we are going to explore the do’s and don’ts, whether or not you should be sending cold emails, the repercussions, and answer questions like does it work at all.
The first and foremost thing that you have to keep in mind is to avoid this if possible. Cold emails by definition mean that the recipient either does not know you or is not expecting any communication from you. And this may be a tricky situation for you to kind of barge in. Having said that, it is almost an open secret that barring a few, almost all the companies tend to send cold emails or have tried cold emails at some point. Now, let us explore the intricacies and tips on how to make it work. And as they say, always get the basics right.
What to focus on
So you should definitely be focusing on two of the often overlooked areas, which is the subject and you guessed it right, the teaser. So the subject line is something that will help make a decision in your recipients’ minds on whether they’re going to open the email or not. Try with different variations and see what works for your audience. The other thing that is very important according to me is the teaser on the preview message that you typically see along with the subject line. It has to be catchy but make sure it does not sound or behave like clickbait. I cannot emphasize more the importance of these two because only if these two things resonate properly, emails, especially cold emails will actually get opened.
Email body - how to use it to your advantage
Coming to the body of the email, it goes without saying this is your playground. You get to decide on what to write and why you want to write it and so on. Be to the point, use interesting catchphrases and use a conversational tone. You are trying to start a conversation, aren’t you? Don’t forget to incorporate a clear call to action. Sounds simple but often gets mixed up with too much content or multiple CTAs. Try to avoid both. And while we are at it, let’s not forget the professional signature bit. All these finer points will ultimately help you to establish credibility even with the cold emails in the minds of the recipient. For a detailed understanding of the best practices around the email-body refer to our blog on email marketing.
While cold emails allow you to sort of break into your customers’ virtual living spaces, it is very important to keep in mind that this is might turn out into a disaster if overdone. Cold emails can be used to your advantage if you have a longer-term plan and know how to execute it. At the same time, make sure that you do not antagonize your customers and eventually force them to unsubscribe. Remember, if done properly with a little bit of humor and as we mentioned, not appearing to be pushy, cold email campaigns can go a long way.
Remain compliant - very important
Last but definitely not least, we urge you to not forget about compliance. With all the current legislation around CAN-SPAM, CASL, GDPR, and so on and so forth be very mindful about your audience targeting cold emails. It is important to understand what is permitted and what is not and also these legislations do change pretty fast. Note that it might have detrimental effects on your business if you’re not on top of the recent changes. Hence it is advisable to have a legal person on your team or reach out to the external community for help to make sure you are on the right side of the law.