By Carmine Mastropierro
Trying to get more clients but don’t know how? You’re in the right place.
Most companies rely on cold calling, networking, and other strategies for keeping their client pipeline full. While these techniques are effective, cold emailing is another approach you need to consider.
I know what you’re thinking, too. Aren’t cold emails spammy and inefficient? Perhaps when you write them incorrectly. However, great cold emails can help you acquire more clients than you ever have before.
Follow along as I teach you how to effectively cold email to grow your business.
Email the Decision Maker Within the Company
If you email the customer support or generic email address found on a website, you won’t get very far. This is because you need to find the exact decision maker within a business to pitch.
If you offer app development services, you would need to find the email address of the chief technology officer, for example. They are in charge of that department so your email will have a much higher chance of converting.
Check LinkedIn or another contact database to help discover who handles what areas of a company you’re interested in pitching.
Personalize Every Email
Never use a copy and pasted email template. Everyone can see right through it, and it appears very disingenuous. The best thing you can do is customize every email with a couple of minutes of work. This small effort can make or break whether a lead replies and engages with your email.
So, how do you do this? Firstly, ensure that you use the lead’s first name and company in the email. Secondly, make a custom comment about their business such as one of their blog posts or recent client projects. This displays that you’ve done your research and aren’t another bot sending out mass emails.
End It with a Call to Action
An email needs to lead somewhere or it can result in a low reply rate. By making a statement or asking a specific question, it prompts leads to keep the conversation moving towards a goal.
You can use calls to action in cold emails to:
- Schedule meetings or phone calls
- Ask if they believe you would make a good fit
- Ask if you are speaking to the right person in charge
Create a Strict Buyers Persona
A buyers persona is a personification of your ideal client. This includes their company size, demographics, products, etc. It’s effective to have a buyers persona when cold emailing because you can reach out directly to the type of companies you work best with and most need your services.
You might target seven to eight-figure B2C businesses, for example. You would then build a portfolio in this specific space to show off to future leads increasing the odds of them converting. Additionally, mastering one space allows you to create a good reputation.
Email at the Right Hours and Days
Little do you may know that there are precise hours and days that have better open and reply rates than others. If you want to get serious at cold emailing, you will need to use these for the best results.
With that being said, it’s been found that Tuesday, Wednesday, and Thursday are the best days to send emails. 6:00am, 10:00am, 2:00pm, and 8:00pm are the best hours.
Mondays are universally poor days to email leads because they are just getting in the office and have a backlog of messages. The same goes for weekends as people aren’t typically working.
The middle of the week is so effective because it gives leads time to get most of their work out of the way on Monday to be more receptive to your emails.
Don’t Underestimate the Power of Following Up
A lead opens an email but doesn’t reply. This can often feel discouraging, but it’s actually completely normal. It’s been found that closing sales often takes up to five follow-ups from the first point of contact.
The reality is that entrepreneurs are busy, especially when they are high-level executives. You need to catch them at the right time, and a random email isn’t going to have high priority in an inbox.
However, if you email at the right times I mentioned previously and follow up every few days, you’re bound to get a reply that can lead to a new client relationship!
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Carmine Mastropierro, Khareem Sudlow
