Believe it or not, writing cold emails is still an incredibly effective tool in a marketer’s box of tricks.
Sure, there are now all-manner of cool new trends to attract customers, but that doesn’t mean some of the older options, such as sending out cold emails to other businesses, are now obsolete.
But when making use of this method, ensure that you are not falling into any of these seven traps which still catch many marketers out.
Mistake #1. You are using poor subject lines
Your subject line is your one chance to get your email read. Fail here and your email won’t even be opened, making the contents within superfluous.
So how do you write good subject lines?
“We are all consumers at heart, so think carefully about what would entice you to open an email. Now remember this is B2B, so the approach is not the same as if you were selling B2C, but at the same time, you need to produce a subject line that reveals to the recipient how they can immediately add value by reading the contents within” — Matthew Tonbridge, a marketer at Academized and AustralianHelp
Mistake #2. You are not personalizing the emails
Sending out generic emails is never a good look. ‘But I don’t have time to send out personalized emails to all my contacts!’ you may say, and you will be right.
However, there are small changes you can make each time, such as using a contact’s name in the subject line, or using automating software which assists in personalizing otherwise generic emails.
There is always a solution just within reach that will not entail you typing out hundreds of unique emails. That will never be necessary.
Mistake #3. You are not tailoring your language
Now these also does not mean that you have to write personalized emails, but instead means adapting your language to suit your audience.
The tone of the email shouldn’t be too “salesy,” but instead should focus on the type of language that your niche audience will respond too. So, if they are technical people, use technical language, for example.
Mistake #4. The email is not correctly written and edited
Nothing smells of a lack of professionalism more than an email which is full of mistakes, both grammatically speaking, and in terms of spelling.
Proofreading all of your emails before you send them, ensure that you make use of online editing tools such as those offered by the likes of PaperFellows and StateofWriting. These tools can greatly improve your success rate in terms of putting together concise, impactful, and accurate emails.
An editing tool will make sure that your email is not too long too, which is a real cardinal sin of business to business (B2B) marketing emails.
Mistake #5. You are not segmenting your emails
Within your contacts list, look to segment your emails depending on any number of demographics. Use these segments to then adapt your tone and style accordingly.
Mistake #6. You are not including a call to action (CTA)
Success! Someone has clicked open your email, and read it. But then, failure! You haven’t included a call to action that they can then react to in order for you to hook their interest. Don’t make this mistake!
“Always include a clear and concise CTA that is easy to follow up on and clearly adds value to the recipient in doing so, and from your perspective, takes you well and truly to the next step with this contact” — Brad Jones, a business writer at BigAssignments and OxEssays
Mistake #7. You think one email is enough
One B2B email is never enough: it’s just the start. Wait to see what the initial response it, and to those who reply, have a tailored response. To those who don’t the first time, don’t be disheartened, but have a second email that you use to approach a second time.
Then a third. You can always try a different contact at the same company too, so the moral here is not to give up too easily, and you can expect to have to make the hard chase in this kind of approach.
Avoid cold email traps
There we have it: seven cold email traps you need to make sure you don’t fall into when sending out your cold B2B emails. It’s still a great approach, so go for it.
This guest blog article was written by Molly Crockett, a lifestyle and marketing writer at Boom Essays as well as at UK Writings. She has been involved in many projects down the years, which she has taken valuable learning experiences from, and she also teaches writing at EssayRoo.