How To Send Cold Mails
How To Send Cold Mails
So, what would you do in this situation? You’d turn back the hands of
time and a start cold outreach campaign.
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.
Let me translate.
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.
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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.
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.
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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.
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.
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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 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).”
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In closing, assume you only get this one chance. So, take
your shot.
Give Examples
Jeff