by By Mona Mangat
There are several important elements in creating a cold email marketing campaign that creates and nurtures leads from cold prospects. Namely to identify what you are we offering (your services, pitches etc), to whom are you are offering (identifying personas and decision makers) and how to offer it (writing/content style of email).
For the the content of the email, the most important aspect to reaching out to new prospects using a cold email campaign, is to make sure they open the email. The best way to get our email opened is to have a great title that persuades the reader to keep reading and see what’s inside. And to write a good pre-header. One of the best ways to do so is to have a title that presents a problem that you can solve or help with, that hooks readers in to want to know more. Once opened, the email should be personalized to the reader’s name to engage interest. Afterwards, there are several strategies to employ in the content which simply and clearly delineates your services in a problem-solving fashion.
For some important email marketing tips, check out this video:
For beginners, there are four effective ways or pitches you can use in your emails to get started:
1. Identify a problem, a solution, and how you can bridge that gap and get them there. To take it a step further you can identify a weakness they might have, reveal the downsides, but them counter with the easy solutions you can offer them. Outline a few simple steps and touch-points on how you can get them started.
2. Play on emotions and create desire for the services you offer, by outlining how far ahead the competition is. Outline the facts of how they’ve reached that success and arouse curiosity and interest by outlining how you can do the same for customers, with specific and concise touch-points that don’t have any superfluous adjectives. Then simply ask for a response, but mention that they are free to contact you if they want to take their business to the next level.
3. Use praise by using sincere words and genuine compliments, then simply highlight, using simple, short and clear cause-&-effect statements that outline the main benefits of using a specific service, and directly ask them to learn more about it. The honestly and straightforwardness will encourage trust and makes them want to see what you’re all about.
4. CTAs in all three cases are critical and need to be crafted accordingly. The content should always promote the services you want to sell, and should be clear, concise and easy to understand for a non-technical person who might not know a lot about the technical side of your business. Underlining the ‘custom tailored’ aspect to your services or personalizing the pitch is also critical to converting leads and gaining new customers.
The base of any strategy is to identify the main motivators and then use them to your advantage, so that means basing a campaign on either; fear of loss, competition, or value add. But in any case, you need to always keep the content short, between 3-5 sentences max or 500 characters, so you can maximize response rates and minimize unsubscribe rates.
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