Cold email marketing campaigns are a great way for businesses to grow. Not to mention, this tool is affordable, scalable and effective. In the following blog, we will discuss what cold emails are, the different types and how to write a cold email marketing campaign…

What is Cold Email Marketing?

Definition: Cold email marketing campaigns involve a business communicating with a list of prospects, through email.

A cold email strategy can be used for a range of reasons by a company to achieve its goals. Cold emails are not spam emails, which are sent to as many people as possible. They are sent to qualified prospects, which have been researched and selected as a good fit by the sender.

Today, cold emails are all about building a relationship with your prospects. Therefore, the copy of these emails are purely focused on the recipient and not just on the product or services you have to offer. Moreover, successful cold email marketing campaigns are where your email is read by prospects and you receive a reasonable response rate.

Types of Cold Emails

Whether you’re using cold email marketing campaigns to boost sales, find influencers, build brand image or grow your network, there’s no underestimating the power of a good cold email. There are many different types you can send. Therefore, it is important to take the right approach to target your audience effectively. Here are some examples:

  • Introductory Email: Focused on relationship building. This is not sales oriented what so ever, simply designed to introduce yourself, your company and to become acquainted.
  • Hard Sell Email: Getting someone to make a purchase. This type of email is the opposite of relationship building, you want to make a sale and make it fast.
  • Soft Sell Email: Less intimidating than a hard sell email. You still want to push for sales but hard selling isn’t your thing, try out a softer approach.
  • Free Help Email: Between soft and hard sell. By offering free advice, there is less pressure on you as the sender to sell, as well as the recipient to buy.
  • Network Email: Know someone in the industry? This is where you can name drop and strengthen your credibility. The recipient trusts you and therefore, is more likely to respond as you both have a mutual connection.
  • Content Promotion Email: Another kind of digital PR. If you’re looking to promote some pieces of your content, this method helps you to gain exposure.
  • Blog Post Email: Shows your interest. Whether you’re sharing your businesses blog content with another company or whether you’re commenting on another companies blog post.
  • Media Pitch Email: Promoting information about your product or service. This email aims to target journalists and bloggers to gain press coverage and brand mentions.
  • Brand Pitch Email: Let’s collaborate. This email type suggests a collaboration between your business and another company of interest.

How to Create Cold Email Marketing Campaigns

  1. Outline Your Target Audience. The very first step is to have a clear idea of who you are targeting. As we see thousands of content pieces and advertising throughout our day, you need to ensure that you are being selective about who your ideal prospects are. This ensures that you are giving yourself the best chance to receive the highest possible response rate.
  2. Build Your Email Lists. Before you can send any emails you obviously need a list of contacts. You can achieve this through automatic or manual prospecting. Although manual methods are time-consuming, it is the best way to obtain high-quality prospects. Alternatively, you can build an organic database through opt-in services offering promotions. Click here for some other great ways to grow your email lists.
  3. Write a Catchy Subject Line. A subject line is the first thing your recipient will see. Therefore, you want to ensure that you keep it short, describe what the email entails and add a touch of personalisation.
  4. Personalise Your Email. Personalisation is one of the key things in cold email marketing. You don’t want it to look like you’ve simply just copied and pasted an email template and sent it out to hundreds of people. Tailor your email to the recipient as much as you can. This will deliver much better than a generic email template.
  5. Add a CTA. You need to tell your recipients what you want them to do next. Depending on the type of email, some will require less salesy CTA’s, whereas others will require a more direct approach. Keep this in mind.
  6. Avoid Fancy Fonts and Images. These emails often look extremely sales oriented. Remember that a cold email is not the same as a marketing email. Too much of this will impact delivery and outcome.
  7. Follow Up With Your Prospects. The story doesn’t end after you’ve sent your first email. Make sure you follow up with any prospects, whether you’re responding to a reply or whether you haven’t heard anything at all. Sometimes it takes a few rounds to reach a person, keep in mind these are often busy business people you are targeting.

Want to learn more? Here at BUSINESSNAV our team of marketing experts have experience in building cold email marketing campaigns for a range of different industries. Enquire today and help grow your business.