Do you use a cold calling email in your prospecting strategy? What exactly is a cold call email? In this article, we will try to outline exactly what this tactic is and how best to use it.
To best outline this, we will break down the different types of emails and the considerations for each.
No Phone Call Email
One tactic some salespeople use is to email instead of making a cold call. This email will typically include a call to action, such as getting the recipient to agree to meet, attend an event, download or sign up for something, etc.
One of the main pros of this approach is its cost-effectiveness. You can send a large number of emails very easily at a very low cost per email.
The downside is that you are only “touching” the prospect with one communication method. It is very difficult to get a prospect’s attention these days, and one thing that can help is using a multi-touch approach with different communication methods.
Pre-Call Email
Another type of cold calling email is a pre-call email. This is an email that you send to a prospect before you make your phone prospecting call.
This can be effective, as you may get a response to the email and not have to make a cold call, which is a great outcome. And if you do not hear back from your email, you can still execute your phone prospecting call, and if the prospect has read and remembered your email, you will not be starting at square 1.
One very effective way to execute the pre-call cold calling email is to send it through email marketing software that lets you send a large number of emails at once and track opens and clicks.
You can then make your cold calls to the clicks first, opens next, and others last. This can greatly improve where you spend your time and reduce the amount of blind cold calling you do.
Post-Call Email
Another type of cold calling email is an email that you send to the prospect right after you speak with them. Regardless of how the conversation went, it can help to send an email with additional information.
This is important for a couple of reasons. First, this can be a way for you to share additional information. Secondly, this presents an opportunity for something to easily get filed away on the prospect’s side or in their email.
Post-Voicemail Email
The last type of cold calling email is the post-voicemail email. This is an email you should send to the prospect after leaving them a voicemail. This is helpful as it creates that multi-touch effect. It also makes it easier for the prospect to extract your contact info and follow up with you.
SalesScripter provides tools to help pros develop a cold calling email.
