Be honest: How many times have you got a cold email and you sent straight to your spam folder?
Maybe the value proposition was buried too deep in the email body or not present at all. This reaction to cold email happens all the time.
The very best cold emails share some common traits. I want to share with you some approaches I learned from the very best and have worked for me.
1. The “quick question” approach
Use this template when you aren’t sure if you have the right point of contact. You’ve done your research, but can’t identify the right person to email.
Keep this email as short as possible and get to the point quickly. The less time your reader has to commit, the more likely they’ll take a quick moment to respond. Make sure you properly introduce yourself before asking for any information.
Subject: Quick question
Hey [prospect name],
My name is [name] and I represent [company], where we are aiming to help [pitch]
Could you tell me who handles decisions in the [sales/customer relationship/product buying] department and how I may connect with them?
Thanks and looking forward to your reply,
The “quick question” template has a high response rate because it asks very little of your recipient. You aren’t trying to sell anything; all you’re asking for is an email address or phone number. This is effective because people are more likely to respond to a request that requires little to no effort on their part.
2. The “third-party connection” approach
Use this if you know the right point of contact, but you’re having trouble reaching them directly or getting a response.
Hey [prospect name],
I came across your name on [platform] and was wondering if you could help me out.
I have a solution for [industry problem or pain point] that I think [company] could really benefit from, but I’m having trouble connecting.
Who is the right person to discuss this opportunity with, and how may I reach them?
I appreciate your time,
Keep this email short and include a pain point so the person who get’s this feels like it’s solving a problem.
3. The “AIDA” approach
Social proof, data, and intrigue are what make the AIDA (attention, interest, desire, action) formula successful. It’s kind of like being that friend who talks to you after a rough day at work and says, “Hey, I totally get it.”
Subject: What would you do if you [attention]?
Hey [prospect name],
I ask this because clients like yourself have seen a significant increase in [interest] after using our software.
In addition to that, we helped improve [desire]
I’d love to set up a time to walk you through a personalized demo. Would you have some free time next week to connect?
Looking forward to your reply,
The opening line should intrigue your lead with a thought-provoking and attractive scenario (attention). The second line is designed to keep the reader interested by offering a tidbit of social proof or data that supports your opening statement (interest). Next, pique your lead’s desire by offering even more social proof (desire).
You can also put the [attention] within the first line of the body, but I noticed a better performance when in the email subject.
4. The “PAS” approach
The “PAS” cold email template is a three-part formula:
Problem
Identify a problem specific to the customer you’re cold emailing. Twitter, Google, Yelp, Facebook, and other user-driven sites are ideal for pinpointing a problem your recipient may be struggling with.
Agitate
Now that you’ve identified the problem, poke at it a little. Try and evoke an emotional response from the reader by reinforcing why their problem is so frustrating.
Solve
Offer a solution to the problem.
Hey [prospect name],
I noticed that you are running ads on Facebook, however, you don’t have any tracking parameters to help to monitor them.
It’s incredibly frustrating to run ads in the dark and try to guess which one performs better, isn’t it? On top of that, there’s the IOS 14 update …
Our solution, [your product] integrates all your customer data into one centralized place, allowing you to easily track, manage and monitor customer interactions, no matter the channel and attribute each conversion to an ad or campaign.
How would you like to hear more about how [your product] can increase your sales without spending more money on ads?
Looking forward to your reply,
Make sure you’ve done your research before using a PAS email. It’s most effective once you’ve clearly identified a prospect’s pain point to which you can offer a no-brainer solution in response.
5. The “straight to business” approach
This approach is highly effective for eliciting responses from busy professionals with flooded inboxes. It quickly answers the question, “What’s in it for me?” and provides proof to back it up.
Subject: Check this out
Hey [prospect name],
I have an idea that I can explain in 15 minutes that can get [prospect company] to easily scale your ads without spending more money.
Our solution is [product name], [short pitch]
Let’s schedule a quick 15-minute call so I can share the idea with you. When works best for you?
Looking forward to your reply,
Another example would be
Subject: Quick request
Hey [prospect name],
I know you are running an online business so I’ll keep this brief.
Here at [company name], we [20-30 second PITCH]
I would love to schedule a 15 minute call to show you a personalized demo of our solution. When would that suit you best?
Looking forward to your reply,
6. The “paint a picture” approach
This cold email is all about getting your potential prospect to visualize how sweet life could be with your product or service.
Convince a prospect that your product or service will directly improve their world by showing them what their life currently looks like without it. Make sure whatever scenario you present is realistic to your prospect.
Next, paint a picture of that same scenario, only this time with your product or service. What’s changed? How has your solution made their life so much better?
Subject: Just imagine this
Hey [prospect name],
Nothing is more frustrating than spending money on the wrong ads that don’t drive any sales.
Imagine a world where all your customer information is organized in one simple, easy-to-find place.
One place where you view your customer’s journey as well as analyze your marketing campaigns to make data driven decisions, and everything in between.
[company name] is that place.
Do you have time this week for a quick demo to see how it works?
Looking forward to your reply,
7. The “two things you should fix” approach
Helping your prospects or future customers should be the main topic. Providing real value for them and they will love you.
This approach should be used when you see some improvements that they can make or some tips you might have for them.
When you get in touch over the call, make sure to address those issues first, then include pitch your company’s solution.
Subject: Quick fix for your ads
Hey [prospect name],
I recently came across your website [prospect website] and noticed that you are running ads on Facebook, BUT I also saw two things you should fix with your ads.
So, we can show you exactly how to fix that. You up for a quick call to see what I mean?
Thanks and looking forward to hearing from you,
8. The “bear GIF” approach
Sometimes, it’s important to show some personality in your emails to remind people that there is a human on the other end of that thread.
Subject: Request to connect 🤝
Hey [prospect name],
Did you have a chance to read my previous email?
I know you may be thinking:
But we can change that! I would love to chat and find out more about [pain points].
Would you be available for a quick 15 minute call to show you …
Thanks and looking forward to hearing from you,
9. The “break-up email” approach
Before you stop following up, send a break up email.
The break up email is one of the most effective approaches when a prospect isn’t responding to your emails. That’s because it turns the dynamic of the interaction around, you being the one who’s walking away, rather then the one who’s pursuing.
Subject: Goodbye from Atlass 👋
Hello [prospect name],
I’m sorry we didn’t get a chance to connect, I was really looking forward to working together.
Typically, when I haven’t heard back from someone it means they are either really busy or not interested. Thus, this is the last email you’ll get from me.
If you ever change your mind and would like to scale your business with [company name], please reply to this email and let me know.
Thanks,
4 elements every cold email should include
1 Research
Always do your research. If you have little to no insight into who your ideal customer is, how are you going to get their attention? Before you even think about sending your first email to a potential prospect, you should already know who they are.
2 Personalization
Personalization can have a big effect on your cold email lead generation efforts. The average open rate of a personalized cold email is 10% higher than a non-personalized one.
3 Value
Adding value might be the most important piece of information to keep in mind when writing cold emails.
4 Human touch
it’s important to show some personality in your emails to remind people that there is a human on the other end of that thread. Make sure to include some GIF here and there as well as emojis, even in the subject line.
But don’t over do it.
Hope this provided you with some insights that will help with your cold email campaign. Good luck!