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Cold Email: What is It and How to Use It?

Written by SalesMix
Last modified May. 03 2024

Wondering how to make the most out of cold email for better lead generation for maximum impact?

Cold emails are a standout choice for direct and personalized communication at a time when countless marketing strategies vie for attention. This approach can improve visibility and potentially foster immediate connections that could evolve into profitable relationships.

Are you ready to make your cold email campaigns successful? Keep reading as we comprehensively go into the basics of cold email campaigns with some cold email templates.

What is a Cold Email?

A cold email is a targeted and personalized message sent to someone with whom you have had no prior interaction. It is a digital outreach tool for improving professional networking, creating sales or partnership opportunities, etc. 

Good cold emails are distinct from spam because they are carefully crafted to address the specific interests and needs of the recipient to start meaningful conversations and potentially convince the recipient of a purpose, be it personal or commercial.

Are Cold Email Campaigns Different From Email Marketing?

Yes, cold email and email marketing campaigns are different even though their communication tool is the same - email. Cold emails target new contacts to initiate relationships, while email marketing engages an existing subscriber base to nurture and expand existing relationships. 

Cold email outreach campaigns involve sending personalized emails to individuals or businesses with whom the sender has had no previous contact. Meanwhile, email marketing typically involves sending emails to a list of subscribers who have opted in to receive communications from the sender. 

Why Should You Use Cold Emails?

Cold emails can bring you some of the best returns for your marketing budget.

  • Direct Targeting: Cold emails let you reach specific individuals or businesses that align closely with your products or services. This focused approach increases the chance of engagement and responses since the messages are highly relevant to recipients.
  • Scalability: Whether you're contacting 10 potential leads or 10,000, cold emailing can scale to meet your needs without a significant increase in cost. 
  • Flexibility: You can send cold emails anytime by enabling the recipients to engage with your message at their convenience. This non-intrusive nature often leads to higher engagement rates as recipients can interact with your content without feeling pressured.
  • Enhanced Brand Awareness: Each cold email is an opportunity to introduce your brand to potential customers. Well-designed emails can inform recipients about your brand, products, and services, slowly building recognition and trust.
  • Link Building: For those in digital marketing, cold emailing is a valuable link-building tactic. You can secure backlinks that enhance your SEO efforts by identifying relevant websites and reaching out with a well-crafted pitch. 
  • Networking Opportunities: You can reach out to industry peers or experts you've met or learned about at events or online through cold emails. A personalized email can be the first step in building a valuable relationship for future collaboration.
  • Effective Lead Generation: Cold emailing is a proactive method to generate new leads. By initiating contact, you don’t just wait for potential customers to find you; you're actively engaging them to accelerate the sales process.

How to Launch A Successful Cold Email Campaign?

Let’s look at the approach to come up with your first cold email campaign holistically.

Create Your Target Lead List

The first step is clearly defining your ideal customer profile (ICP), which is the right person for your cold emails. You should include characteristics like industry, job title, company size, and geographical location that match your best customers while defining the target audience.

Email List in SalesMix

Upload your Email List in SalesMix.

Depending on your campaign goals and resources, you have to decide between a Trigger/Intent-based approach and a General Prospecting approach. 

  • Trigger/Intent-based Approach: It involves identifying specific behaviors or events that signal a potential interest in your product or service.
  • General Prospecting Approach: Here, you collect contact information based on broader criteria without waiting for a specific trigger. Tools like LinkedIn or industry directories are helpful for this type of data gathering.

You have to start compiling your lead list through:

  • Manual Research: It can lead to high-quality, precise list building by collecting data from company websites, professional profiles, and industry publications.
  • Email Scraping Tools: You can use an email scraping tool to automate gathering emails from websites and social media profiles. 
  • Third-Party Databases and Software: Platforms like LinkedIn Sales Navigator offer extensive databases of professional contact information. These can save time, but you should verify the accuracy of the data, as outdated information can lead to high bounce rates.

However, you cannot just target every lead. You need to prioritize high-value leads based on the deal values in leads, which are the estimated value of the potential sales opportunities. 

Focus on Email Deliverability & Warmup

High email deliverability ensures your emails reach the recipients' inboxes without getting trapped in spam filters. You can ensure it by going through some technical steps. 

Verify Email Addresses

Start by ensuring your email list is clean and up-to-date. It can be useful to use verification tools to weed out invalid or inactive email addresses to reduce bounce rates and help maintain a healthy sender reputation.

Warm Up Your Email Account

It is essential to warm up your email account by gradually increasing the volume of emails sent. Begin by sending a few emails daily and slowly increase this number over several weeks. This process helps establish your account as legitimate and reduces the risk of being marked as spam. You can also use a tool like SalesMix, which can automatically warm up your email, with you only having to turn on the option.

Email Warmup in SalesMix

Warm Up Your Email in SalesMix

Set Up Proper Email Authentication

You should implement email authentication protocols like 

  • SPF (Sender Policy Framework): This protocol helps prevent email spoofing by confirming that the emails received are from a legitimate source. It checks the DNS records of both the sender and the recipient to authorize the email exchange.
  • DKIM (DomainKeys Identified Mail): It utilizes a cryptographic signature to authenticate an email sender's identity. This signature also enables the recipient's DNS server to cross-verify the sender's DNS records to confirm authenticity.
  • DMARC (Domain-based Message Authentication, Reporting, and Conformance): It enables you to define recipient servers' actions with emails that fail to pass SPF or DKIM checks.

These protocols help you prove to email providers that your emails are legitimate and improve your overall deliverability. Platforms such as SalesMix make your life easier by automatically ticking off these steps. For example, SalesMix lets you automatically check everything related to the email authentication process.

Email Record Verification in SalesMix

Check Email Authentication in SalesMix.

Write a Convincing Email

Writing an effective cold email is a critical step in your campaign. Your primary goal is to engage recipients in a way that feels both personal and valuable.

You have to create a compelling subject line, as this is your first impression. The cold email subject lines need to be concise, personalized, and designed to grab the recipient's attention. Keep it under 60 characters to ensure it's fully visible to most email clients, use action-oriented language, and avoid generic phrases that might trigger spam filters.

The preheader text is the secondary subject line and previews the email content. It should complement the cold email subject line and summarize the email's value proposition succinctly, ideally within 30-140 characters.

The greeting is where personalization comes into play. Start your email with a personalized greeting using something related to the recipient. A good approach is to start by complimenting the recipient’s recent achievements, any blog post, product releases, or experiences. This small touch increases the likelihood of your email being well-received.

The main body of your email should communicate your value proposition. It is imperative to articulate clearly what you are offering and how it can alleviate the recipient's pain points. Your focus should be on the value your product or service adds, tailored to a specific pain point or a specific need of the recipient. 

You should conclude with a clear and concise call to action. Your call to action should be direct and easy to follow, be it scheduling a call, signing up for a demo, or simply replying for more information. You should end your email by thanking your recipient for their time and conclude with a professional closing statement. You can also have a professional email signature to give all your necessary details briefly.

Here is an example of a convincing cold email template -

Email writing in Salesmix

Write email content in SalesMix.

You can easily copy the content from here -

Subject: Let's Elevate Your Team's Efficiency!

Hi {{First Name}},

I loved the latest update in your app and will surely play around more with the little interesting tweaks you guys did in the UI! I’m {{Your Name}} from {{Your Company Name}}, and like you, we are passionate about empowering teams to achieve more with less friction.

At {{Their Company Name}}, you’ve been making impressive strides, and it’s clear that your team values efficiency and innovation. Our SaaS platform could further enhance your recent successes by automating routine tasks and centralizing communications. We ensure every team member is synchronized and can focus on strategic goals, much like what you showcase in your progression.

Could we schedule a brief call to discuss how our solutions might align with your goals? If you're interested, just reply to this email or book a time directly for a demo {{Insert Your Demo Link}}.

Cheers to your continued success, and I hope to hear from you soon!

Best regards,

{{Your Name}}

Send the First Cold Email

Sending the first cold email in a campaign is a pivotal moment. It involves not only sending the email but also preparing for optimal engagement and responses. 

Timing can significantly impact the effectiveness of your cold email. So, you should consider scheduling your cold emails by keeping your recipient's time zone and typical working hours in mind. Tools for cold email marketing like SalesMix let you schedule your emails to go out at the correct times.

SalesMix Cold Email Launch

Send your first cold email by launching the campaign in SalesMix

Send a Follow-up Email

Sending a follow-up email is an essential step in your cold email campaign, particularly when initial emails do not receive a response. The timing of your follow-up email is crucial. 

Typically, waiting about a week after your initial email is good. It gives the recipient enough time to see and consider your first message, but it isn't long before they forget about you.

The follow-up email should provide additional value to the recipient. It can be new information about your products or services, a special discount, or an invitation to an event relevant to their interests. The trick is to make each communication count and to build upon the previous message rather than repeating what you already said.

But again, when your leads reply to your initial cold email, make sure not to send them the same automated follow-ups and respond to them accordingly. 

An example of a follow-up email:

SalesMix Follow-Up Cold Emails

Send automated follow-up cold emails with SalesMix

You can copy the template from here -

Subject: Quick Reminder: {{Your Company Name}} Can Boost Your Efficiency

Hi {{First Name}},

I wanted to touch base following my last email. Have you had a chance to think about how {{Your Company Name}} can help streamline operations at {{Their Company Name}}? I believe there's great potential for us to enhance your team's productivity, especially with the unique challenges you face.

Our platform has helped similar companies automate key processes and improve cross-departmental communication. It results in significant time savings and reduced overhead. We’d love to demonstrate how this works in a live setting and discuss how we can specifically cater to your needs.

Could we schedule a quick 15-minute call next week to go through this? Please let me know a time that works for you, or feel free to book a demo directly here: {{Insert Your Demo Link}}.

Looking forward to your thoughts!

Best,

{{Your Name}}

Send a Final Email

A final email is your last opportunity to grab the lead’s attention and persuade them for further discussion. You should craft this email carefully to convey your message effectively, encouraging a response without appearing pushy. 

You can briefly summarize the key points of your previous emails by highlighting any important value propositions or offers. This recap helps the recipient remember your earlier communications and reinforces the benefits of what you’re offering. 

You should also include a clear and direct call to action, giving the recipient a final opportunity to engage, like a request for a meeting, a demo, or a simple reply. Make it clear that this is your last outreach for now, which can motivate them to act if they have an ongoing interest.

An example for a final email: 

Final Cold Email template

Final cold email template.

You can copy the template from here -

Subject: Final Opportunity: See {{Your Company Name}} in Action Before You Decide

Hi {{First Name}},

I hope this message finds you well. Before we close the loop, I wanted to reach out one last time to ensure you have all the information you need about how {{Your Company Name}} can significantly enhance your current systems at {{Their Company Name}}.

Our tool is not just another CRM; it’s a comprehensive platform that integrates seamlessly with existing systems like {{Tool Name 1, Tool Name 2, etc.}}. With features like automated email sequences, power dialers, and call recording, {{Your Company Name}} is designed to be the only sales and marketing software your team will ever need.

We understand the importance of finding the right tool that fits seamlessly into your workflow, which is why we’d love to show you our platform in action. Can we schedule a quick demo? It’ll only take 15 minutes, and you can see firsthand the benefits we can offer.

Please let me know a time that suits you, or book directly here: {{Insert Your Demo Link}}.

Thank you for considering {{Your Company Name}}. Looking forward to your reply.

Best regards,

{{Your Name}}

Analyze Your Cold Email’s Performance

Analyzing the performance of your cold email campaign is essential to understanding its effectiveness and identifying areas for improvement. Some metrics come in handy here to let you make informed decisions.

SalesMix Analytics Summary

Analyze your cold emails' performance in SalesMix

Deliverability Rate

It measures whether your emails are reaching the recipient's inbox. Deliverability focuses on whether your emails end up in the inbox or get lost in spam folders. If you notice a low rate, it could be due to issues with your email setup or domain reputation, which needs immediate attention.

Open Rates

The open rate indicates how many of your emails the recipient opens. It is vital to gauge your email's initial appeal, which is primarily driven by your subject line. If your open rates are lower than 50%, consider experimenting with different subject lines or sending times to see what resonates best with your audience.

Reply Rates

It sheds light on how engaging and compelling your email content is. If people are responding, it means your message is clear and persuasive. If your reply rate is lower than 5%, you should review your email content for clarity, relevance, and a solid call to action.

Click-Through Rates 

The CTR measures how many recipients are taking the action you’ve guided them toward in your email, such as visiting a website or signing up for a webinar. If your CTR is low, it could indicate that your email’s call to action is not compelling or clear enough or that the links don’t get sufficient attention.

Regularly analyzing these key performance indicators enables you to improve your cold email campaigns' effectiveness continuously. You can use the data from these metrics to refine your approach for cold emails. 

Best Practices for Cold Email Campaigns

We will now help you with some of the best strategic approaches to enhance your cold email’s effectiveness.

  • Utilize several email addresses for your campaign to distribute the sending load and reduce the risk of individual account suspensions due to high email volumes.
  • Proofread your email thoroughly for any errors and test the formatting across different email clients before sending the cold email. 
  • Avoid common pitfalls such as overly formal or stiff language that can make your email feel impersonal. 
  • Don’t use spammy or similar words and phrases across all your cold emails, as it might affect the deliverability of your email.
  • Implement A/B testing on your emails to find out which versions of subject lines, content, and calls-to-action perform best.
  • Limit the number of emails you send to maintain a good sender reputation and, avoid triggering spam filters, and adjust the limit depending on your campaign’s performance and scale.

Can Any Tool Ease Your Work for Cold Emails?

Implementing cold email campaigns can be complex and time-consuming, but the right tools can significantly streamline the process and increase effectiveness. We will now look at some of the best tools for cold email campaigns.

SalesMix

SalesMix Dashboard

SalesMix Dashboard

SalesMix is a great tool for cold email campaigns that can help you with successful cold emails by automating and optimizing the whole process of managing them. It has your back from email warming up initially to the latter parts like Spintax randomizing your email content to avoid spam. 

It also enables you to schedule and send automated emails in a hyper-personalized way and follow up on those emails dynamically. You can also stop the sequence for the user who has replied by just clicking it on and putting daily sending limits. These features actually save time and enhance the effectiveness of your campaigns.

Lemlist

Lemlist Logo

Lemlist

Lemlist stands out with its ability to add personalized images and videos to your cold emails, which can significantly increase engagement rates. It also offers robust A/B testing capabilities, allowing you to experiment with different approaches and determine what works best for your audience. 

Woodpecker

Woodpecker Logo

Woodpecker

This tool specializes in B2B cold emailing and follow-up automation while maintaining a human-like feel in the communication. It ensures that your emails are sent at the right time and helps manage daily sending limits to keep your email deliverability high. 

Conclusion

Cold emails can be a critical tool for anyone wanting to expand their networks and foster meaningful business relationships. However, the success of any cold email outreach efforts hinges on a deep understanding of best practices, from ticking off every technical aspect to writing persuasive emails to ensuring high deliverability rates.

When executed correctly, cold emailing is not just about sending emails; it is about starting conversations and building relationships. If you can master the art of cold emailing, you will be well-equipped to generate leads, forge new partnerships, and drive your business forward.

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