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Why cold email is (still) a hot marketing idea.

Direct Marketing

Nov 13, 2018

Cold EmailIn an age of data and analytics, this personal approach stands out.

When most integrated marketers ponder email campaigns, thoughts gravitate to opt-in mailing lists and email delivery software programs.

But today, we’re not covering email to the masses. Instead, we’re addressing individual, personalized emails — also called cold emails — sent to someone we don’t personally know.

The good news? Creating cold emails that get opened and responded to isn’t difficult if you’ll take a few minutes to learn proven best practices. In a handy post about successful cold emailing, digital marketing authority Neil Patel surveys 11 kinds of cold emails. Here is a flash summary about seven of them.

To introduce yourself.

To grow a relationship, plant a seed. Use a cold email for a simple, singular purpose:  To make your presence known.

Share a quick thought about your company. And tell readers how they can get in touch with you. Remember, this introductory email doesn’t have a hint of sales.  As Patel writes, “Resist the urge.”

To get social.

In this hybrid approach, your cold email invites the recipient to connect with you on social media. For instance, let’s say you reached out to prospects on LinkedIn and haven’t heard from them yet. You reference this in your email, and politely ask that they accept your request.  In addition to increasing the chance of making a new connection, the side benefit is that they will now have your email address!

To tout a blog.

Use cold email to point the reader to a blog post they might enjoy. Provide a one-sentence summary about the blog, and invite the reader to comment on it. While you’re at it, encourage the reader to share posts they like with you. This is an unexpected and effective way to nurture a relationship!

To ask for a meeting.

Send a cold email requesting a brief meeting with your prospect. One way to do this is to state that you will be in their area visiting other clients and would appreciate an opportunity to stop in, say hello, and perhaps share some information.

To drop a name.

Let’s say your prospect has never met you, but the two of you have a mutual acquaintance. Few things open doors better than knowing that someone you know knows someone you want to meet.

Cold emails that reference a known third party can increase the rate of response and enhance your credibility. Put the name of the person you are “name dropping” in the subject line for a better open rate.

To seek answers.

Asking for advice in an email can often open doors. The person may be pleased that you reached out for help. This gives you tacit permission to move the conversation forward.

Ask one or two clear and simple questions. Sincere flattery can be a great way to get those questions answered — and kick off a dialogue.

To offer help.

You’re knowledgeable about your subject matter, right? So why not leverage cold email to offer complimentary advice or services? Again, announce what you’re offering in the subject line to boost your open rates.

For example, if you provide social media marketing, you might mention something like, “I like how your social media takes a personal approach, but think there might be an opportunity for you to be even more engaging.”

Cold is the new warm.

Far more welcome than cold calling, cold emailing — properly marshaled — is a personable, persuasive marketing method that costs nothing except your time.  If you’re ready to polish your email skills, begin with this helpful introduction:
Email the write way

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