8 basic skills that’ll turn any amateur into a master cold emailer.
- Effective cold emailing starts with inboxing — if your email isn’t deliverable, you won’t get results.
- Writing an effective email is about two things: good prospecting and strong copywriting.
- Lead generators who don’t embrace available technologies to improve their processes will fall behind.
Whether you’re just starting outreach for your own company, seeking a job in sales, or a veteran marketer looking for a new channel, nailing the art of cold email can open doors.
An effective cold email starts a conversation with a prospect off on the right foot by conveying what you have to offer them. When you do it right, cold emailing is an integral step in developing a fruitful relationship.
We’ve homed in on the tactics that’ll help you master cold email — even if you’ve never sent one before.
On this episode of Cold Email Outreach with Jeremy & Jack, we covered the eight skills you need to nail to become a cold email master.
1. Get into the inbox
Inboxing today is about more than adding sender policy framework (SPF) and DomainKeys Identified Mail (DKIM) records to legitimize your domain — that’s old news. You’re going to need solid deliverability to master cold emailing.
Keep an eye on your open rate as an indicator of deliverability. If you’re seeing those low 20% open rates, you could have a deliverability problem.
To master deliverability, make sure you:
- Send through sales automation, not marketing automation, software.
- Set up a separate cold email domain.
- Shake up your sending patterns.
- Keep your bounce rate below 5%.
- Stagger sends to people at the same company.
- Test with different email service providers.
- Don’t use a free (gmail/outlook/hotmail/yahoo…) accounts.
- Watch your sender reputation, and correct issues early.
- Use the QuickMail Auto-Warmer feature to make sure you have high email engagement & check deliverability reports.
2. Weather rejection
Some prospects will reject you, and you need to know how to handle it to preserve relationships and stay motivated. Mastering rejection is about two things:
- Being resilient to avoid burnout. If you want to get to black belt level, you’ve got to be comfortable with failing along the way a little bit.
- Knowing the difference between objections and rejections. Objections can be overcome. Recognizing when a prospect simply needs more information to make their decision is vital, so you don’t walk away too early.
3. Research your prospects
Regardless of your writing talent, you can’t write a compelling email without first doing proper research to know what to write.
Researching means not only making a list of fitting prospects but also what will make them bite.
Prospecting is about knowing who the decision-maker is and what their pain points are. Your email should press the right buttons to trigger a response based on those needs.
4. Write a good email
Learn how to write clear, concise, prospect-focused emails to get the best results.
This is about 50 percent copywriting skill and 50 percent prospecting skill.
Once you know the triggers to hit to get a prospect’s attention, your writing skill has to kick in to get those across in a few sentences that start a valuable conversation.
5. Develop a knack for metrics
Keeping an eye on your metrics lets you see what’s working and what can be improved, and consistently improve your results.
Regularly check on these metrics for your cold emails:
- Open rate
- Positive reply rate
- Lead to close rate
Watching metrics closely lets you take emotion out of the equation and make data-driven decisions to improve your email strategy.
These are also a great way to track your improvement!
6. Master the art of the follow-up
The follow-up on a cold email is about more than figuring out how to get a reply. You also have to know how to continue a conversation when you do get a reply.
You don’t send a “buy” button in a cold email. You’re just starting a conversation. So you’ve got to be able to do two things when you get a reply:
- Stay organized. Be on top of your email, so you don’t lose replies and miss out on a chance to follow up and continue the conversation.
- Nudge the prospect. Know how to move the prospect further into your sales funnel without being overbearing or losing them.
7. Have an abundance mindset
To start a conversation off on the right foot, approach it with a mentality of abundance, not scarcity — that is, everyone can win (especially your prospect).
Instead of just asking for something, approach a prospect with the mentality that you’ll both benefit from the interaction.
Inbound marketers do a great job of this, knowing they can give something away — a lead magnet — in exchange for permission to keep the conversation going. You can use this tactic in cold emails, too.
Use the opportunity to give each prospect something valuable without expecting anything in return. It showcases your value proposition and gives them a reason to engage with you. You both benefit: You get a qualified lead, and your prospect gets something that addresses an important pain point.
8. Embrace technology
In lead generation, you’ve got to stay up to date with technology or you’ll fall behind.
There’s a lot out there that can give you an edge if you’re not afraid to use it. For example, you could buy an existing list or get all your leads from a single source without having any technical skills — but that’ll be an inferior list.
Instead, employing scraping skills to build a more targeted list of prospects can get you far better results. That might sound intimidating, but here are a few ways to approach it:
- Delegate it to a contractor who already has the technical skills.
- Use a tool that requires little technical skill, like Data Miner.
- Learn a programming language yourself, at least peripherally. It could empower you to write your own scripts, or at least set you up for more productive conversations with developers.