In a recent webinar with B2B cold email writer Heather Morgan, 79% of attendees shared that their biggest challenge is getting prospects to open and respond to their emails.
I believe that’s a common problem,” shared Heather, “if you don’t understand your audience, and know what matters to them, they won’t open it.”
So how do you craft a great cold email that actually gets a response? Heather has a few tricks to make that happen.
Know your audience
“A VP of Sales is different than a CTO or a VP of Marketing or a CEO,” shares Heather. Therefore, you need to make sure that your email list is very focused on each type of persona. Then, you craft your messages specifically to each of those personas.
Know the pain points
Heather asked the webinar attendees, “What matters to your audience? What do they struggle with?” Once you answer these questions, you can address the problems. This is what gets high open and response rates.
Establish social proof
According to Heather, “You need to add credibility to your emails because you're a stranger. You're someone that they don’t know, and they don’t trust, so rather than just saying that you’re valuable, demonstrate your value.” For example, include real stats and data points, such as: “We’ve helped Fortune 500 companies such as Box and Google improve their outbound email or outbound sales by developing a more efficient scraping process.”
By calling out other reputable companies, such as Box and Google, you’re establishing credibility.
Have a strong call to action
Include a strong call to action at the end of every cold email, and if possible, Heather recommends that you include an incentive. Heather’s calls to action typically include a question, such as:
- When can I share this idea with you?
- I have a piece of advice that will help you double your sales revenue. When can we talk?
Be strong yet non confrontational.
What other ways do you increase your open and response rates? Share them in the comments below.
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