6 Tips for Cold Email Outreach Success

Source:  Saleshandy

Source: Saleshandy

Sending out cold emails is a daunting task. It is terrifying to ask someone you’ve never met for something. And it is impossible not to think of the thousands of unread deleted emails in your own inbox. What will prevent your email from ending up in the dark recesses of email ghost space?

Cold email outreach is essential, not just for a young business but also for any enterprising individual. Cold emails are how you build awareness of your product, convert leads to customers, and, on a personal level, how you can increase your network and meet fascinating people.

The question remains, how do you hone this essential skill? We’ve compiled a list of cold email outreach best practices (and examples!) to help you make your next cold email outreach.

1. Get organized.

This seems basic, straightforward and almost too easy. Yet not that many people do it. If you …

  1. Reach out to direct contacts first.

  2. Do thorough research on the person or account.

  3. Stagger your outreach.

… you will have a much less daunting task ahead of you. Randomly spamming thousands of people on a lead list won’t get you very far. By getting organized, you will have gained a clear map of where to go next, who to talk to, and how to achieve your goal. Don’t take this step for granted.

2. Be thoughtful about your subject line.

Would you ever open an email from someone you’ve never met if their subject line seems like marketing or spam? No, of course you wouldn’t. Here are three types of subject lines that perform well.

  1. Use vague subject lines

    • Time for a chat?

    • Quick Question

    • Connecting on this opportunity

    • Following up

  2. Include the prospect’s company name.

    • [Prospective Company] + [Your Company]

    • [Prospective Company] + [Your Company]: Leveraging data to increase revenue

  3. Write a content-driven line.

    • Drive revenue from [Prospective Company]’s consumer data

    • Streamline [Prospective Company]’s customer data

3. Keep your message short & sweet.

No one reads paragraphs. Or long emails. Instead, consider using at least one of the following options to get straight to the point (and keep your prospect’s attention):

  1. Make it personal, connect it to the person you are reaching out to, show that you’ve done research on them.

    • Congrats on the new role!

    • I saw your title on LinkedIn, and think you’d be the best person to reach out to.

    • I saw this article that featured you...

    • Just noticed that your company made the news!

  2. Leverage current clients & use cases to drive validation: [X, Y, and Z] are using [Your Company]

  3. Use a targeted, high-level pitch: Break pitch into 3 points (tailor your pitch to what that company is looking for)

  4. Make the ask: Are you available to speak further on this on Thursday May 26?

4. Understand the power of timing & frequency.

What time of day should you send your email? How many emails should you be sending to the same recipient? This depends on your audience.

Use analytics (tools like Mailchimp, Hubspot, Yesware, Boomerang, among many others) to pinpoint the exact time of day that most recipients are checking their email and how effective these emails are in terms of being opened, getting clicks, and getting replies. Using data to inform your email practices is essential for creating a marketing strategy.

5. Follow up, follow up, follow up.

In this final step, we put together all the subject line best practices from above to see it in action. In general, here is what your order of emails should look like:

  1. Introductory: [Prospective Company] + [Your Company]: Leveraging data to increase revenue

  2. Bump: Time for a quick chat?

  3. Content: Making the most of [Prospective Company]’s data

  4. Content: Streamline [Prospective Company]’s customer data

  5. Break up: Farewell for now…

6. Extra Credit: Add a social touch.

Additionally, you can and should use a soft social touch to reach your audience. To do so, you can:

  • Connect with your prospect on LinkedIn, send them a message or an Inmail

  • Follow them on Twitter, add them to a Twitter list, and/or tweet at them with related content

  • Generally like related content they’ve shared across social media.

Why add the social touch? Because this shows both genuine interest to your audience as well as the effort that you are making to reach them, which goes a long way.

The Resources You Need to Build a Strong Business

Need help with demand generation, cold email outreach, or a marketing strategy? The Port is here to provide resources and services for your fundraising, marketing, and scaling needs. To learn how The Port can support your startup marketing efforts, get in touch with our team.

Comments or questions on starting up, Greek tech, or anything else? We’d love to hear from you! Leave us a note in the comments below, or shoot us an email: sail@totheport.com.