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How To Send Cold Mails

The document provides advice on how to improve cold outreach emails by making them more personal and solution-focused. It suggests starting with the problem the recipient faces, clearly stating your solution and how it addresses the problem, giving relevant examples, providing clear next steps, and leveraging social proof like testimonials. The document includes an example of a better-written cold email that incorporates these recommendations.

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Yogita Nerurkar
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0% found this document useful (0 votes)
59 views8 pages

How To Send Cold Mails

The document provides advice on how to improve cold outreach emails by making them more personal and solution-focused. It suggests starting with the problem the recipient faces, clearly stating your solution and how it addresses the problem, giving relevant examples, providing clear next steps, and leveraging social proof like testimonials. The document includes an example of a better-written cold email that incorporates these recommendations.

Uploaded by

Yogita Nerurkar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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2

Generating leads isn’t always easy, especially in


competitive industries. Even with the abundance of
advertising opportunities available to today’s marketer,
some audience targeting options are missing, leaving
companies scrambling to muster up new prospects.

So, what would you do in this situation? You’d turn back the hands of
time and a start cold outreach campaign.

Hello [First Name]

Several times per week, I receive some sort of cold email outreach.

I am genuinely surprised how many people are willing to waste their time throwing up
hail mary attempts at new business. So, today, I’m going to do all of them a favor and
dramatically increase their close rate.

Recently, this hit my inbox.


3

Let me translate.

Colloquial greeting and unclear subject line,

I’m sending an unpersonalized email as part of a cold outreach campaign.

You are receiving this unsolicited email because I was able to obtain your
contact information without your consent.

I do something and I want your money for it, [activate feeling of social
safety by inserting generic reassuring sentence about prior experience
here].

Please do the rest of the work to give me your money. If you don’t want
me to email you without your consent AGAIN, use the code word STOP to
trigger my system to remove you in 30-60 days.

I’m drinking right now, so if you are too, I raise my glass to you.

- RANDOM HUMAN

Ray Tomlinson sent the very first email in 1971. I’m sure he would be
proud to see how far we’ve come.
4

Today Is The Day We Save Cold Outreach

I’m going to give you a method to write more effective cold emails. I have two
audiences for this email.

You, my loyal reader and subscriber, so that you may succeed in your endeavors.

Anyone who ever cold emails me so that I can send this post back to them.

Let the lesson begin…


5

How To Write Better Cold Emails

Here’s the thing about cold emails: you only get one shot.

None of us are sitting around waiting for your inbox-clogging, unsolicited interruption.
So, on the off chance someone opens your email, why not take your shot?

I’ll give random human above some credit, at least they offered a next step. However,
the rest of the email is weak. I’m going to write this person’s email and then I’ll tell you
exactly what I did differently.
6

The Breakdown

OK, so the first thing you’ll notice is it is much longer. Let’s look at what I added.

Be Personal
I start out by being personal. I address the email by name. I call out something specific,
in this case a piece of content. I spell out how I got the contact information in a way
that shows my interest rather than my ability to generate or buy a giant list of random
industry emails.

Be Honest
At the end of my opening, I’m very clear:

I’m reaching out to see if what we do might be a good fit for what you do. Here’s
my pitch…

What’s important to note about this is that by being forthcoming about my intentions
immediately after a personal opening. What follows feels somewhat less icky that the
ones that just jump into it. It sets you up to expect a personalized pitch.

Start with a Problem


Pay attention to this one. 99% of the pitches I get do not mention a problem…at all!
They jump right into their solution. They have not set any context for me to think about
their solution.

In my version, I wrote my solution, in context, by STARTING with the PROBLEM.


Think about the problem that your recipient is experiencing, explain it, add a dose of
emotion, and then you can move into your solution.

State the Solution


Don’t beat around the bush. Don’t get cute. Don’t get clever.

Just say it. What do you do? Further, what is the benefit/result of what you do? Why
would I care?

Make sure that the “what you do” is a solution to the problem that you just mentioned.
In this case, I talked about the benefits this solution provides to both this person’s
clients AND this person’s agency.
7

Give Examples
Especially if you’re in a creative field, don’t make them hunt for examples of your work.
Include the examples and, ideally, include examples that are relevant to the person
you’re emailing. Look at their business and look at their client list. If you don’t have one
that is relevant, send the one that is most relevant and contextualize it by talking about
the process. “I know this example isn’t the sort of client you work with, but our process
allows us to create unique and interesting videos that convert for any industry.”

If you’re not in a creative field, consider a case study of a recent success.

Provide Next Steps


I’m definitely not railing against
the random human that emailed
me for his use of Calendly. I use it
for everything. However, in a cold
outreach, someone may want you
to use their Calendly link, or put
you in touch with their assistant,
or something else. Provide some
options.

You’ll notice I also explained my


follow up process so my recipient
doesn’t need to fear getting caught
in automated CRM follow ups for
the next 6 months.

Provide Next Steps


I added a testimonial that was one that is specific to the objection my recipient might
have. You want testimonials that help you sell. That’s why it’s important to gather
testimonials related to objections.

Never make up testimonials. Always be honest.

If you lack testimonials I do have a suggestion that could fit certain Brands. You could
make one up,but disclose that is is fake in a humorous way. For example: “Here’s what
Dana (not a real person) from Small Co. (not a real company), (would’ve) said about
working with us (you know, if she was real and had worked with us).”
8

Take your shot

In closing, assume you only get this one chance. So, take
your shot.

Include all of what you might need to make a compelling


case in this one email.

Be personal and honest. Warm it up as much as you can.

Start with the Problem

State the Solution

Give Examples

Provide Next Steps

Leverage Social Proof

Go forth and go send better emails.

Sincerely and Heroically,

Jeff

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