I’m all about organic leads and consistent growth but there can come a time in your life when you feel like it’s time to try something new. How about cold emailing to generate leads or make more sales?
Let me say you this. Cold emailing takes some nerves. It is not only a very time-consuming process but it can also be very exhausting. Besides that, it has a bit of a negative feel to it, although it’s absolutely legit and widely approved way to grow your business.
My very first tip when it comes to cold emailing is to approach it as a new opportunity to grow your business and get more leads.
All marketing methods have their pros and cons, those who succeed and those who keep struggling. It’s just a matter of giving it a try!
What is cold emailing?
While you might feel like cold emailing is for marketing corporations only and it’s something “dirty” to even think about, actually, it’s a very common marketing method.
Cold e-mailing means that you research e-mails of your potential prospects and write them an introduction or offer.
There are many forms of cold emails and many ways to use it.
For example, bloggers use cold emailing to search guest writing opportunities. Online course creators sell their courses or, more likely, send out free offers to drive more attention. Freelancers sell their services. And businesses sell their products.
When it comes to the best way to write a cold e-mail, there are many different approaches and you should evaluate which might work the best for you and your potential clients.
Here are some samples:
- Introduction. In this case, you send out an e-mail introducing to yourself, giving a quick insight into what you can do and let the person know they can contact you in case of the need.
- Offer. If you have one specific offer you want to sell – a course, service, e-book or anything alike – you can reach out to your prospects with straight up e-mail with what you have to offer.
- Short message. Many marketing experts prefer “checking the waters” before diving right into it. A short message would be a quick e-mail requesting the person to respond IF they want to know anything more. I personally find those annoying and like a waste of my time…
- Highly personalized message. While this e-mail might not come as “cold” as the others, highly personalized message means that you’ve found the exact issue that you can solve, add a reference to person’s blog or business and overall write a really personalized message. Obviously, this might take the most time. But it can also be one of the most effective methods.
How to use cold emailing to make sales?
Anyone can do cold emailing but it’d definitely have a lot more benefits if your business is fully set up and you leave a professional first impression.
Therefore, before getting started I’d suggest:
- Having a self-hosted website with your own personal domain name;
- Creating a business email account instead of using Gmail or similar;
- Setting up a clear, professional email signature
Next, it’s a matter of sending out the emails!
STEP #1 Have a clear offer – specify what they’re getting from you
To write a successful cold email you have to, first, understand what exactly you need to get out of it.
Offering a variety of products or services can be overwhelming and it will also make it harder to find actually potential clients.
Instead, choose ONE thing you want to sell and write your email around it.
I’m regularly sending out cold emails about Custom Pinterest Graphic creation that I recently started offering.
With a specific offer like that, it’s a lot easier to find people that might need it.
(1) They are active on Pinterest
(2) They are busy, with no skills in design or no interest in it
And where can I search people who are active on Pinterest?
You guessed it right… Pinterest!
It makes my whole research process a lot easier. Which leads us to the next point…
STEP #2 Do your research
Finding the right people to reach out to is a big part of a successful tactic.
To find quality leads, you should clarify your target audience.
Who will find your offer helpful? Is it created with a specific audience in mind?
Don’t waste your own time and don’t spam people emails if you don’t think they REALLY might find it valuable.
Here are a few ways how you can research e-mails of your perfect audience:
- Research Pinterest. If you have a specific target group of bloggers you want to reach, do your research on Pinterest. For example, when you type in the search “mom blog”, you’ll find not only tons of pins but also tons of people related to this topic. From there, you go to each of their websites and find their Contact info.
- Ask in Facebook groups. Yes, you can just ASK for those who might be interested in receiving more information. Be careful and don’t get too salesy. If you decide to use Facebook groups, it’d be better to reach out with a free offer and then send out the email.
- Use search engines. No better method than using the good old Google for finding the best prospects for your cold email campaign.
One of the worst things you could do is to purchase an email list or find one online. I’ve never done it and I’m not sure how it works… What I am sure of is that these ARE NOT people you actually want to work with.
You never know how vague and irrelevant can be the leads on such lists. It’s just a waste of your time.
It’s always better to send 10 quality emails instead of 100 random ones.
STEP #3 Stay consistent
Getting actual leads is HARD and A LOT of work. This is definitely not the easiest or fastest marketing method out there.
My best advice when it comes to using cold emailing to make sales is to stay consistent.
Create a simple schedule you could follow. For example, I research and send out 20 emails PER DAY. And I track it daily so I have the inspiration to keep it going and “check” yet another day.
On average, 2-3 answer and maybe 1 per 2-3 days is really interested.
The math is simple. The more people you need, the more emails you should send.
The results, however, can vary a lot, depending on your target audience and your offer.
You will get more answers and interest if the offer is free or very cheap. And it will, obviously, be harder to drive leads if the offer is the one on the high-end.
STEP #4 Experiment
If you end up receiving no answers or getting no offers even after trying really hard (I’d say, you have to send out AT LEAST 50 e-mails to start evaluating the results), it’s time to experiment.
Also, if you get results but believe they could be better – experiment.
Write a different message, try a different wording or offer, evaluate different headlines.
I personally like honest and simple messages. Cold emailing is COLD in any case. But it’s nice if the person doesn’t try to act like I’m the only one who’s received their offer…
Find what works for you, your niche and offer!
STEP #5 Follow-up
Although I have included this step in the list, I personally do not like following-up. But most of the marketing experts are very clear on how you should do that if you want to receive the answers.
Many people read the email and forget about it. Even though they might be interested, they maybe didn’t have the time or resources to get started right away.
Therefore, it makes sense to follow-up and remind them about your previously sent email.
Sometimes they really just didn’t care. And you shouldn’t follow up more than once! But that one time can be the charm.
STEP #6 Be supportive, once you get the lead
Cold pitching is one thing but another thing is to actually nurture the lead until THE sale.
Once the person shows interest, you should turn off your “coldness” and be truly supportive, learn more about their business, be personal and really pay the attention.
You might not always make the sale at the end of the day but they could remember about you later on. Maybe there’s another way how you could collaborate and/or benefit from each other.
Part of creating a successful business online is networking. And cold email can be a good start to a new networking option, even if it wasn’t your initial goal.
It took me several years to accept cold emailing as a normal part of my business.
First, I sent out emails that got me nowhere or filled my inbox with angry “how do you dare to contact me…” answers.
Then, I quit for what seemed forever but decided to give it another try. It went better but the results still weren’t worth my time investment.
Only recently I have actually found the sweet spot. Therefore, the most important tip from me would be to give it some time, improve and try more!
These days, I’ve actually received several messages like the following one:
And even though I didn’t make the sale that time, it warmed my heart and kept me going!