In this video, we discuss how to create cold emails that get responses. I get between 50 and 100 cold emails per day, and they are all bad. They all sound exactly the same:
This is the company I am with,
This is what I sell.
Do you need what I sell?
Can I schedule a meeting with you to talk about what I sell?
And while there are many things wrong with this approach, the main problem is that it flags the sender as a salesperson trying to sell something, likely leading to an instant delete. But I have put together five tips that fix most of the main mistakes salespeople make, and they will immediately help you create cold emails that get responses.
1. Don’t flag yourself as a salesperson
The first thing you can do to immediately improve how your cold emails perform is to reduce how much you look like a salesperson trying to sell something. This is critical because your prospects are receiving many cold emails from other salespeople. And the more you flag yourself as being part of that barrage, the quicker your cold emails will get deleted.
2. Don’t be all about me – Be about the prospect
The second tip to help create cold emails that get responses is to try not to be all about me. This is important because we are all a little self-absorbed. This is what leads to salespeople talking primarily about their company and product in their cold email.
But if we all care about our own stuff, then the prospect does not care about the salesperson’s stuff, because they are too busy caring about their own stuff. If you agree with that, we can use that awareness to improve our cold emails by making the cold email more about the prospect than about us.
3. Don’t sell the product – Sell the conversation
One mistake many salespeople make in their cold emails is trying to sell the product. Even if they cannot take the order right then in the email, they still try to close for the product by asking if the prospect needs or is interested in what they sell.
There are many problems with this approach, but the main reason it is not great is that the purchase isn’t usually the next step after sending a cold email. In most cases, the next step is to simply talk more and have a conversation, and you can immediately improve your cold emails by focusing on that goal and sales process step.
4. Don’t send a long email – Stay between 100 and 200 words
The fourth tip for improving your cold email response rate is to keep the email as short as possible. If we can agree that the longer the cold email is, the quicker it will get deleted. Then we can assume that the shorter we make the email, the less likely it is to be deleted immediately.
5. Don’t send one email – Send multiple emails
And the last cold email tip is to use a multi-email strategy. Most salespeople send multiple cold emails, but they are usually the same email sent over and over. If we start with the awareness that we will send multiple emails, we can create a plan that includes different messages.
One way to do this is to divide the story you want to tell into smaller chapters, then use each email to tell part of it. This can help you educate prospects on who you are, how you help, and why it might make sense for them to spend their valuable time talking with you.
In the attached video, we show you how all of these tips look in email templates and how they can help you to create cold emails that get responses.
