How to Conduct Cold Email Outreach like a Pro
May 18, 2017 - 12:00pm
In the grand scheme of marketing things, email is hard not to think of as an antiquated mode. But consider this — over 300 million emails are sent every minute of every day. And according to Marketing Sherpa, 91\% of study respondents reported that they like to receive promotional mails from the companies they do business with. That is proof enough that email is not only alive, but kicking as well and by all indications, it will continue to do so in the foreseeable future.
That being said, there's a big difference between traditional email marketing, where you collect someone's email through a form, and cold emailing, where you send a person an email without an opt-in.
When it's done correctly, a cold mail is not spam.
A well thought-out, targeted cold mail to the right person can not only get results, but it beats the heck out of most marketing channels as far as cost-effectiveness goes. I have been working full-time as a freelance marketing consultant and content writer for the past two years, and I part-timed as one for over four years prior when I was employed. I have relied exclusively on cold emailing to get clients, and I can tell you without a shadow of doubt that it just plain works! Here's how I would do it...
The Right Mindset
Predominantly, people are given to two distinct frames of mind when it comes to cold mailing (or even cold calling). Either they cringe at the thought of contacting someone they don't know and shun the idea. Or, they shamelessly spam everyone without any regard for the recipient's privacy or interest. Both are the products of misconceptions.
Firstly, there is nothing wrong with contacting someone if your services can add value to their business. In fact, your prospects will appreciate you for saving them the trouble of finding a solution themselves. However, pestering your prospects over and over again will earn your mail a spot in their spam folder real quick.
To make cold mailing work, you will want to get to know the person you are sending the email to. Take the time to look at their work. Have they written an article you enjoyed reading? Did they just get promoted? Was a recent product from their company a success? Did they leave an interesting quote or post on social media? Instead of just telling them all that's great about you, find a reason to connect with them and start a conversation. Then
Continue reading this article »