<< 7 Tips for Your Cold Email (Part I) <<

6. Make your email appear one-to-one.
One thing that you may want to start thinking about with your cold email is to not design it so that the prospect buys, but more so to design it so the prospect does not delete it unread. And one way to do that is to make the email look like it is a one-to-one email meaning you wrote it specifically for the prospect.

Think about when you receive an email that looks like an email that was sent out to a lot of people. This can create a number of negative impression and these can influence a quick delete:

  • You are being spammed
  • You are being sold to
  • You are not important as they are not taking the time to email you specifically
  • You can delete and will not be missing anything

If you agree with that, here are some small changes you can make to make your cold email appear more one-to-one:

  • Decrease HTML formatting – images, borders, etc.
  • Decrease hyperlinking in the body of the email
  • Write it as though you are talking to one person

7. Change the goal for your cold emails.
When I receive cold emails, it appears that the goal of the salesperson is usually to see if I need what they have, if I want what they have, and to get me to meet with them so that they can see if I will buy what they have. While those are all good ultimate goals, they are not the immediate goal in terms of what needs to happen next in the sales process.

The immediate goal is to just have a conversation. This is not only an easier goal to shoot for, but it is also too early to try to sell the prospect on the ultimate goal of purchasing your product.

For example, you may describe what you do in your cold email in terms of your product and then ask for a meeting to see if they need what you sell. The problem with this is that the prospect might genuinely need what you have but you are not able to figure that out and build interest in an email, so when you ask for the meeting, in the prospect’s eyes, it does not make sense to meet.

This is why you want to just try to close on the conversation, or meeting, as this is where you will be able to figure out if they are a fit. And once you do that, you can then begin to educate them on why they need what you have to offer.

In order to execute on this change, you can go from saying something like this:

I would like to schedule a meeting with you to see if you need our services.

And change to something like:

We would like to meet with you to learn more about your goals and challenges and can share any value and insight that we have to offer.


SalesScripter will help you to develop your cold email.