November 12, 2015
How to send cold emails your prospects will love (Template Included)
BY John Paul Narowski IN Sales and Marketing One Comment
Fact #1: People do not hate cold emails or cold calls.
No… Seriously. Cold calls and cold emails can be great… if you are contacting prospects with a way to solve a problem that they are actually having.
I recently received the following email from one of the newest lead generation platforms (see growbots.com):
Hi,
We’re both in the startup environment, so I thought it would be great to reach you with this cold email and see what happens.
What may actually happen:
- You stop reading now. Then… Bye and have a great day/week/whatever 😉
- I caught your attention for a sec and you realize I may have something interesting up my sleeve…
…cause lead gen email campaigns is what we do for a living:
I have an idea as to how you can quickly and efficiently find 500 leads per month for less than $1 per lead.
Would you be up for doing a quick brainstorm about your lead generation methods? A 15-minute call should be enough.
Best,
Greg
I responded ecstatically in about 5 seconds.
I loved getting this email because he was offering to:
- Solve a problem that I was having
- Have a conversation
At karmaCRM we have formed our own outbound email campaigns around these two rules has resulted in a reply rate of over 13% for our outbound email campaigns. Check out the following email that we crafted while targeting Real Estate Agencies.
Hi {first_name},
My name is Brandon and I’m the marketing and sales lead at karmaCRM. Your firm came up in a conversation while I was working with some other real estate firms to help them generate more referrals.
An astonishing 63% of buyers who have purchased a home in the last year have recommended their agent to another person. I have an idea as to how you can turn your current relationships into referrals by building better relationships with your clients.
I’d like to speak with the person in charge of {{company_name}}’s sales and marketing.
If that’s you, are you open to a fifteen minute brainstorm sometime this week or early next week to discuss how you get increase your referral 75% or more. If not you, can you please point me in the direction with the right person?
I appreciate the help!
Why Did it work?
1. We understood our target persona
Before you begin any outbound campaign you should have a well developed target persona. That means you need to understand the pain points that customer is experiencing and have a basic understanding of their industry.
We recently decided to target real estate agents and found that over 75% of business from real estate agents comes directly from referrals. Armed with that information we knew that Real Estate Agents were always looking for ways to increase these referral sales and were able to craft a message that targeted that specific pain.
2. We started a conversation (And never tried to sell)
In this entire email, I never once attempted to sell karmaCRM. The goal of this first email message should be simply to get a reply, and in order to get a reply, you need to start a meaningful conversation.
Within this email we provided a valuable link to a trusted outside article that drove home what they already know, that most of their clients will come from referral sources. We then gave them a small teaser of an idea that we have that will allow them to get more referral clients.
Because we were educational, conversational, and offered to share an idea, the prospect is much more compelled to reply to the email and schedule a chat about getting more clients.
Tools to help you improve
Email prospecting is a tough game, but one that can yield astonishing results. In order to start improving your outbound email outreach efforts you need to start tracking your results. You can use karmaCRM to track open rates for your email messages to help you analyze how well your campaign is doing. You can grab 250 free email addresses via linkedin using the karmaCRM webclipper and the amazing software over at Email Hunter.
Happy prospecting!
