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Why it’s important to do your homework with cold email

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Why it’s important to do your homework with cold email

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March 28, 2016

It’s no longer news anymore: Email works as a sales and marketing channel. And it works well.

That is, it CAN work well — when done correctly.

What doesn’t work is assuming that everyone will automatically love what you have to say, and assuming they’ll take the time out of their busy days to respond.

The way you approach email can make a big difference.

There’s no “one-size-fits-all” approach.

Even worse than that? Not doing your homework on the people you’re emailing.

Sure, you could send out 100 emails that look totally identical, hoping that somebody will relate and magically reply to you. But this would be assuming that you’ll run into good luck.

OR you could go with a different approach: A more proactive one that would result in higher quality responses.

You could start by researching the people you’re emailing, double checking that your message is totally relevant, and then SHOW that you’ve done your research.

Google is your friend

Before you contact anyone, you should be armed with information.

That way, you’re prepared and can craft a better case for whatever you’re doing.

And it’ll probably save your bacon in the long-run, especially if you end up scheduling a call.

So, how can you approach this?

Check out the latest news in your prospect’s industry and their company.

Not only will you find some great topics of conversation, but you may also find some pains that you can help solve.

Don’t forget YouTube research

You might be pleasantly surprised by how powerful YouTube can be when it comes to preparing yourself for cold email.

Why? You can often discover a lot about your prospects, especially if they have recently spoken at an event.

I’ve met plenty of interesting individuals simply by shooting them an email after watching one of their presentations on YouTube.

If the person you’re contacting is an industry authority, chances are you’ll be able to find some of their recent speeches on YouTube without much trouble.

Keep the focus on them

The worst thing you could do is talk about yourself or your company in the initial email.

Emails that don’t focus on the prospect scream “rookie.”

So, what does a rookie email look like?

Simple. Rookie emails look like they’re speaking to many people rather than one. This often is a result of no preliminary homework.

Here is an example of an email where the sender did close to zero research (other than finding my first name)

bad cold email

First of all, this message is geared toward professional developers — which I most certainly am not. Sure, I’ve dabbled in code, but if this person had done their research, they would’ve been able to see that it’s not my profession.

The person who sent this email didn’t try to even pretend they’d done any research. Yes, they did use my first name, but other than that, there’s not even one piece of personalization. No company name, no mention of my real profession or why I’d be interested.

Over to you

How do YOU personalize your emails and show prospects you’ve done your research? Share your thoughts in the comments!



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