How many cold outreach emails have you received this month?
It seems what’s old has become new again …
Lots of people tasked with generating leads are now researching potential targets and emailing them out of the blue.
In fact, I’ve been working with several clients on cold email campaigns.
Of course, I’ve been on the receiving end of several too — and I’ve noticed a disturbing trend …
Almost all the emails seem to read the same.
It’s as if everyone follows the same template.
State your name … explain what you do … tell what makes your product or service so great … and beg for a phone call …
This approach just isn’t a reliable way to start a relationship or create interest in what you offer. You also risk the recipient losing respect for your company.
So let’s go through a few quick tips for doing effective email outreach …
First, make your message personal. Your recipients should feel like they’re the only ones receiving your email.
So spend the extra time tailoring your message with items specific to each person.
Also, keep your emails short. Just get the conversation going and leave your recipient craving more details.
If you demonstrate value, people will respond.
Keep in mind, too, immediately asking to schedule a phone call is communication on your terms. It’s an immediate giveaway that you want to control the conversation (i.e., sell).
One test worth trying is simply ending your emails with a question.
For example …
Are you in a position to take on new clients right now?
Would you like me to email you a few ideas?
Are you still looking for new franchise opportunities?
And, finally, add in another touchpoint. Small-scale direct mail campaigns are ideal for reaching decision-makers.
Of course, just a basic letter or postcard won’t do. You need to be more strategic.