Cold email remains one of the most challenging - yet rewarding - sales skills to master. Done right, it can open doors to entirely new prospects and revenue streams. Done wrong, you’ll hit reply-all filtered oblivion faster than you can say “spam”.
In my years selling everything from software to manufacturing equipment, I’ve tested countless cold email strategies.
Below are my best practices for writing compelling messages that engage recipients and spark conversations.
- Research Your Prospects Extensively
Before drafting any copy, devote time to really understand your outreach targets. Explore their company site, social media, media mentions, content and any connections you share. The more familiar you are, the better targeted your message.
- Come Bearing a Meaningful Gift
Don’t immediately launch into a sales pitch. Introduce yourself and consider including something useful - a tip, new industry data, helpful article etc. Position yourself as an advisor first, salesperson second.
- Keep It Short but Personal
Long blocks of salesy text are an instant turn-off. Save details for later. Focus your message on one succinct, personalized value proposition instead. Aim for less than 5 sentences.
- Spark Curiosity and Relevance
Without being pushy, create intrigue around why you’re reaching out. For example: “I noticed you just opened a Sacramento branch. We’ve helped several firms in your industry optimize expansion workflows, and I’d love to share a quick case study.”
- Directly Address Their Pain Points
At some point, pivot clearly to how you can solve challenges the prospect faces. Demonstrate you understand their struggles through specifics like “reducing customer churn” or “improving mobile visibility.”
- Ease Into a Soft CTA
Don’t aggressively push for a sale yet. Float an easy next step, such as requesting a quick call or offering to send helpful information mentioned. Gauge their interest first.
- Stand Apart With Creativity
Experiment with attention-grabbing yet professional tactics, like referencing current events, sending intriuging calendar invites to pre-book calls, or even personalized videos.
The tone you strike is crucial - avoid sounding robotic, pushy or overly salesy. Write conversationally, show you did your research, and focus on helping. Combine personalization, value and creativity for cold messages that convert.
Comment below if you have any other cold outreach tips I should cover!
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