Cold emails are a crucial component of lead generation for marketing agencies looking to expand their customer base and drive sales growth. In this post, we will highlight the key elements of a successful cold email marketing strategy, including optimizing subject lines, utilizing personalized email templates, and measuring metrics for lead generation optimization.
Subject Line Optimization The subject line of your cold email is the first and most crucial aspect that potential customers will encounter. It must be attention-grabbing and enticing enough to encourage them to open the email. To maximize open rates, consider incorporating a common connection or social proof in your subject line.
Personalization is Essential Your cold email outreach should feel like a conversation, not a sales pitch. Write in a conversational tone, avoid using spammy language, and provide relevant information about your agency and the services you offer. Personalizing your emails is crucial to standing out in the recipient's inbox and avoiding the spam folder.
Start with a Strong Introduction The first line of your cold email is crucial in keeping the recipient's attention. Your opening line should be attention-grabbing and relevant to the recipient. Utilize their job title, company name, and LinkedIn information to make the email as personalized as possible.
Highlight the Value Proposition Emphasizing the value proposition of your agency's services is crucial in convincing potential customers of the benefits they will receive by working with you. Your cold email should focus on the benefits your agency can offer and include a clear call-to-action (CTA). Utilize social proof and case studies to increase your conversion rate.
Conciseness is Key Time is a precious commodity, and potential customers' time is valuable. Keep your cold email concise, under 75 words if possible, and to the point. Emphasize your offer and marketing angle, and make it easy for the recipient to see the value in working with your agency.
Limit Follow-Up Emails While follow-up emails are important for lead generation, sending too many can result in decreased open and response rates. According to data from SalesLoft and Gartner, it's best to send about four emails over six weeks. If you do not receive a response, move on to new prospects or wait two to three months before reaching out again.
Define Your Offer and Marketing Angle To effectively communicate your agency's services, you need a clear and concise offer. Your offer should be easy to understand and emphasize the benefits of working with your agency. Create a marketing angle that resonates with your target audience, whether it's saving them time, increasing their revenue, or something else. Utilize A/B testing and analyze metrics to optimize the success of your cold email campaign.
Include a Compelling CTA Your cold email must always include a call-to-action (CTA) that encourages the recipient to take action. Whether it's scheduling a phone call, visiting your website, or requesting more information, make sure your CTA is clear and easy to follow.
Email Deliverability Optimization The success of your cold email campaign is dependent on email deliverability. Make sure to include a professional email signature with your name, job title, and contact information, including your phone number. Utilize marketing automation and track metrics such as open rates and response rates to optimize your cold email campaign's performance for lead generation.
Once you have defined your offer, create a marketing angle that resonates with your prospects. What are they most concerned with: making more money, saving time, or something else? How can your product help them achieve this? To maximize the success of your cold email campaign, consider using cold email templates.
Try to write subject lines that could’ve been sent to your readers by their own customers or colleagues. Make sure to keep them short (2-3 words) and casual (no formal language, not capitalized). Example (good): monthly SEO analyticsExample (bad): Don’t hire your next sales development representative until you do this!(Tip: listicle-type headlines that work well for SEO articles never work well in emails).Needless to day, never bait-and-switch people in your subject lines. (Don’t pretend that you have a customer for someone and then pitch lead generation services.) Make sure that your subject lines are connected to your message.
Line 1: Why you’re reaching out
In the first line of your email, describe the reason that you’re reaching out. Did you notice an announcement about your prospect’s company? Did you just read their LinkedIn post? Show that you’ve done homework to ensure that the connection is relevant.A useful template for this is: It looks like your company is [experiencing an event], and from my experience, this means [insight].Example: I was looking into your company, and I used the SimilarWeb Chrome extension to see that your web traffic has been declining in the last three months.
Line 2: How your product enables them to do better
Now, it’s time to describe a problem you noticed that your prospect might have and how your product can help them solve it. Example: Your web traffic might be declining for many reasons, but one big factor may be that you don’t have enough content on your site. I noticed that your last blog post was from three years ago.
Line 3: Social proof
Then, give your reader social proof to show them that you’re reputable and have past experience helping companies with similar problems.Example: I just helped [X company relevant to your prospect’s industry and size] increase their search traffic by 250% in six months through SEO-optimized content.
Line 4: Interest-based call to action
Finally, give your recipient a way to engage with you. Your biggest goal is to get an email in response. A good template for this final call to action is: if we could help you with [problem], would that be useful to you?Let’s put all our learning together in this example of a cold email from an external sales team to a financial services company:
I noticed that you're in the financial services industry and you've got a company with 15 employees. From my experience, I assume that you’re keeping a lean sales and marketing team. I’m currently working with [a financial services company similar in size to the prospect] on a campaign that is getting their sales team 2-3 interested leads a day. We’re targeting people who’ve recently changed jobs to see if they’re doing their rollover correctly. If I could help you connect with potential customers like this, would that be helpful to you?
Overall framework for an entire email sequence
In the previous section, we shared a framework for your first cold email. To recap, your first email discusses how you noticed a company, how you can solve their problems, and how you’ve done this in the past. Now, let’s go over the rest of your email sequence.
Email 2: Additional context
Email 1 was meant to succinctly communicate that your product could help your prospects solve important business problems. Email 2 is meant to add more detailed context on how. This is the place to add more information about product features or the transformation you’ll enable for your customers.Here’s an example using the financial services company we pitched above:
I previously mentioned that I’ve been helping [X company] find customers by contacting people who’ve recently changed jobs to see if they need help with new benefits packages or rollover plans. For a bit more context, we do this by constantly monitoring LinkedIn Sales Navigator for people who are changing jobs. When they change jobs, we reach out on your behalf to see if they need your services.We have the copy ready and I have a video that can show you how to build this kind of list. Would that be interesting to you?
Email 3: Angles
If your prospect still hasn’t replied, you should try using a different angle. Your first two emails, e.g., may have emphasized that your product would help your reader earn more revenue. But what if driving more revenue isn’t their biggest priority? Email 3 gives you the chance to change your angle. Perhaps, instead of emphasizing that your product can help someone make more money, you can emphasize how it can help them save time.
Email 4: The breakup email
In your final email, ask your prospect if there's somebody else at their company you should speak to. Example: I noticed that [your company] has 255 employees. Perhaps this isn't your area of focus. Is there somebody else that I should be speaking to? Data indicates that people respond to breakup emails more often than they respond to the other emails in a sequence. If you remain available to connect while offering to route yourself to a more relevant person within their organization, you will increase your chances of getting a positive reply.[divider]By now, you have a framework to use to write effective cold email sequences. This is a simple baseline that you can supplement with many different kinds of marketing tactics (LinkedIn, cold calling, ads, etc) to strengthen your results. If you have any suggestions or questions, please reach out to Eric!