Using these methods certainly makes finding clients easier. However, you should be sure to screen the people you find to make sure they are part of your target audience. If you are emailing someone to buy company software, and that person isn't involved in any way of purchasing the company software, then you are likely wasting your time. The same goes for all industries. When cold emailing, the best tactic and the best way to get great results is to email people who are going to be genuinely interested in what you have to offer.
Generate Responses Like Crazy By Following Up On Cold Emails
Cold emailing can be a great tactic to reach people who may not have otherwise had contact. The problem can lie, however, with getting people to respond to cold emails. By following up, you create an additional incentive for that person or business to reply.
Following up on cold emails is an essential part of the process. Because of this, you should make sure always to keep track of when you send an email, who that email was sent to, and what the purpose of the email was. This will make it very easy to follow-up later.
Keeping track of your emails is a simple process. Simply create a chart in a word document, fill in a spreadsheet, or print out a table to manually keep track of the information. Outline what your goals are for each email so you can always stay on track.
Generate a Response
When following up on a cold email, generating a response is one of the primary objections. So, just how do you do that?
The first part to take into consideration is the subject line of the email. It should be short, engaging, and something that will stand out in an inbox.
Keep each email short and to the point. Say what you need to say, and that's it. An email that is too long is boring, and the person you are trying to reach might not even read it if they see that it is too long. 100-200 words should be the max when cold-emailing.
Make sure to personalize each email! Include the person’s name, company, and what you are offering. In addition to this, provide value to the potential customer. If they cannot figure out what you are providing or why they need your products or services, they are far less likely to respond.
Make sure not to play off of guilt. This would be asking why the person is not responding to your repeated emails or what the problem they see with your offering is when they are not responding. This is not a good tactic to get a response.
Cold emailing is all about sales, and excellent salespeople know how to overcome objections. Make goals for what you would like to accomplish with by cold emailing someone and what you would like to achieve, such as selling them a particular product or service.
Next, brainstorm some objection that potential customers may have and find a way to overcome them. This could be offering extra value or breaking down exactly what the would-be customer is getting for their time or money.
Doing this in advance will make it much easier when it comes time to overcome objections with a real customer. Customers typically say no four times before they say yes. If you fail to overcome objections and keep trying, you will not make the sale. Being persistent can, and does, pay off.
We all love to close deals, and that is most likely what prompted you to send cold emails in the first place. The best way to do this is to let the emails work for you.
Make sure to provide value to the potential client and include a call-to-action! Say precisely what you would like to happen, for them to buy your product or meet with you, and make it easy for them to follow through with a link, phone number, or email address. The easier it is, the more likely they are to respond.
Time It Right
Timing of a follow-up email is crucial. Develop a strategy that works for your business. The most common times to follow up are at one day, three days, one week, two weeks, and one month. There are different ideas, of course, but these seem to be the most successful. Here are a few ideas on what to include with each email.
Keep it short. Explain why you are emailing the person. Include who you are, what your company does, and what offer you have tailored specifically for them. Include their name, and if applicable, their company. Include a call-to-action that is easy to follow and provides value for the potential customer.
This email is typically sent one day after the original cold email. It is generally sent with the same subject line and is essentially a re-write of the first email.
The second follow-up email should be sent with a different subject line three days after the first email. You may be hesitant to be too intrusive or annoying. Don’t be. The optimal time to follow-up is three to eight days, so you want to send a few emails during this time. Perhaps include a different, or additional, value with a distinct call-to-action. Changing up your strategy might be just what is needed to get the response you want.
Sent a week after the original email, your third follow-up should restate the call-to-action and values. This is a great time to bring out your inner salesperson. Reiterate why they need you to provide the solution to their problems.
This is where things can start to get dicey. You want to send this email about two weeks after the first cold email. While you can, and should, send more than four emails, you want to try and get permission to do so. The person may be holding off for the time being but still wants to keep in contact, or they may not be interested at all. Create an email that essentially asks for permission to keep emailing. If they respond negatively, cease all future emails. If not, then you can head to the next step.
If you have continually sent emails to follow-up and have not gotten a response, then this is the last email you will send before the break-up email. This is sent one month after the first email. In this message, restate everything you have said before. Why you are emailing them, how they will benefit, and what the next step is that you would like them to take. Be sure to change the subject line again and try to link to a resource to further enhance your pitch.
When to Stop
While it may seem counter-intuitive to email so many times, it has actually been shown that email drips with four to seven emails create 3x as many leads as those with one to three emails.
With that being said, there is a time to stop. This brings us to our last email: the break-up.
This is the sixth, and final, follow up email you should send. In this, acknowledge that the person may not be interested in what you have to offer. Be sure to personalize this email and include their name. Invite them to contact you if they have any future questions or if they would like to continue a relationship. Include contact information and make it easy for them to reach out if they would like.
Why Following Up is Important
If someone doesn't respond to the initial cold email, it does not mean that they are not interested. They could have gotten busy, or the email might have gotten lost in the sea of emails within their inbox. They may need another reason or two to reach out. Following up keep you at the front of a person's mind provides additional motivations to reach out, and ultimately lets you know whether or not they are genuinely uninterested in what you have to offer.
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