Cold emails are typically long and self-centered. However, cold emails in today’s business world need to be friendly and personal if they are to get your prospect's attention. This post discusses three things we have learned about creating personalized emails.
1. The Difference Between Good Sales vs Bad Sales
If you haven't seen our Good Sales vs Bad Sales post, check it out first. You probably know that customized messages are a much more effective form of communication than boilerplate pitches. People are generally more willing to hear what you have to say if you have already learned a little about them before you send them an email.
The most common signs of a bad email include a long message that talks only about your product or service. An email campaign that involves sending five messages per week with a hard sell is also a sure sign that you’re using a poor sales technique. A common sales technique today is the “more is better” strategy, which involves sending more messages to become more productive.
On the other hand, good sales techniques focus on becoming a trusted advisor by listening more than talking. A good cold email should be short while asking the questions needed to move the conversation forward. It should also convey empathy by considering the audience’s point of view. I recommend that the subject line of an email message use the same casual language that you would use when talking to a friend. The subject line should also contain no more than ten characters to ensure that the message doesn’t appear to be a book.
The body of the message should begin with a quick greeting and immediately proceed to establish a personal connection with the recipient. Large blocks of text are a major turn off, so format the message body into a couple of paragraphs that concisely convey your message. Use a small number of colors and fonts to keep the message simple and clean. Cold email messages are traditionally between 75 and 100 words in length, but we measure email in terms of height. An email that’s four to five inches tall is typically the most effective.
2. Big Mistakes
In addition to writing a cold email that’s too long or not broken up into short paragraphs, many sales teams make the mistake of overestimating the size of the prospect pool. You can’t simply send out thousands of emails each day -- you’ll eventually run out of prospects, usually much sooner than you might think.
The number of prospects is actually quite limited if you target them as precisely as you should. Many companies have no more than 10,000 prospects, which means you can easily send more than one email per week to a given prospect. This practice can impair your ability to obtain those clients in both the long and short term. Frequent email blasts from the same company quickly create a bad impression of that company, as I’m sure you’ll agree if you’ve ever been on the receiving end of such a sales campaign. Furthermore, prospects will quickly block your email address if you send them multiple cold emails.
3. Make the Most of Cold Emails
Personalizing your emails is the best way to make them count. Cold emails are like meeting people at a business event for the first time, so they’ll probably listen to you if you have something relevant to say. Our tool uses artificial intelligence (AI) to automatically generate information on your prospects, including their employer, professional activities and personal interests.
Assume that your prospect works for a company, for example. You would certainly want to know the company’s core businesses in addition to recent company events such as their latest product launch or funding round. A sales platform like Nova can also determine if a prospect’s company will be attending a particular conference.
A prospect’s professional activities can help you create the personalization that’s necessary for a cold email to succeed. This is especially true for social media activities such as running a podcast or publishing content frequently. Shared personal interests such as a common education, geography or hobbies can also make you more relatable to your prospect.
Personalized messaging provides you with a competitive advantage, whether you're using Nova's software or manually locating information on prospects. Our software integrates directly into your inbox, allowing you to track parameters such as click-through-rates (CTR) and open rates that can analyze the success of your sales campaign. Our customers typically report that their response rates increases by 300 percent.
Think about how you’re going to scale your sales process before you actually need to. You don’t want discover that you need to change your sales strategy once you've reached a certain size. You’ll also need to remain aware of your sales team’s vision as you grow in today’s business environment. Personalization is key in sales messaging to both prospects and reconnecting with dormant opportunities. Personalization helps you stay tightly focused on your branding. For a company that depends on brand, spam emails is simply not the path to sales conversion or conversation.