Sending cold and warm emails is an effective way to reach prospects and win clients. However, doing it poorly will be as effective as throwing paper airplanes with your phone number into the wind and hoping for a response. Learn how to do it well and your response rate will go way up (it’s pretty easy to do better than zero).
First, make sure that you DO NOT:
- Focus on yourself (saying “I”)
- List all your skills in the email
- Send the email to a generic title
- Be inconsiderate of the reader’s time with a very short or very long email
- Be overly focused on selling
- Leave the email open for a generic reply
So, now that you know what not to do, here is what you should do to write a great email that gets a response:
- Write your email directly to the reader. Include something personal that applies to that reader (e.g., you read some great news about their company, you were referred by a colleague) and include the reader’s name in the greeting.
- Focus on what the reader needs, and how you could solve their problem.
- Demonstrate what you can do – how you’ve solved a similar problem using a case study or real-world example. Discuss the outcome of using your service, rather than discussing your service.
- Make it easy for the reader to move forward. Tell them what to do next step, and offer an alternative (e.g., Let’s do this or this, and call/email me here).
- End with a question, as people will want to respond (e.g., Does that sound good to you?)
One last tip: While you should personalize your emails, you can also create templates / email signatures that include the majority of what you would write to groups of prospects (e.g., communication managers for large firms). This will cut down on the writing and give you a framework around which you can personalize your email.
Do you need help with writing prospecting emails? Let me know – email@example.com.