Writing a cold sales email: how to break the ice

In today’s digital age, mass email has proven to be a powerful tool for businesses looking to reach their audience.

Although priority is often given to interacting with existing subscribers, there’s an equally crucial component that shouldn’t be overlooked: cold sales emails.

Cold sales emails are messages sent to potential customers who haven’t yet interacted with your company. Although the term “cold” may sound a bit discouraging, these emails can be an incredibly effective tool for opening new doors and reaching people who might otherwise never learn about your products or services.

But why are cold sales emails so important within the context of mass email?

First, they give you the opportunity to reach a wider audience, potentially attracting customers who don’t yet know your brand.

Second, they let you control your narrative, presenting your value proposition directly to potential customers.

In this article, we’re going to explore how to break the ice and write an effective cold sales email.

We’ll show you how to research your recipient, write a compelling subject line, create a personalized message, and more.

So, if you’re looking to make the most of your mass email efforts, this article is for you.

What is a cold sales email?

A cold sales email is an unsolicited email sent to a potential recipient with whom you’ve had a prior business relationship.

Unlike a traditional mass email, which is sent to a list of subscribers who have already shown interest in your business, a cold sales email is aimed at people who aren’t interested in your brand at that particular moment.

The goal of a cold sales email is to start a business relationship with potential customers or partners.

It can be a first contact to introduce your products or services, or a unique value proposition that you think might interest them.

→ Why can it be effective?

Cold sales emails can be a very effective marketing strategy for several reasons:

• Wide reach: Email lets you reach people anywhere in the world. This means you can use cold sales emails to expand your reach beyond your local network.
• Cost-effectiveness: Compared to other marketing methods, cold sales emails can be a very cost-effective option. You don’t need a big budget to start sending cold sales emails.
• Personalization: Even if you’re sending an email to someone who isn’t interested at that moment, you have the chance to personalize your message to make it more relevant and appealing to them.
• Measurable: With the right email tracking tools, you can measure the effectiveness of your cold sales emails. You can track open rates, clicks, and replies to understand what works and what doesn’t.

Of course, for a cold sales email to be effective, it needs to be well executed. In the following sections, we’ll explore how you can do this.

Important difference between a cold sales email and spam

Although both are unsolicited emails, the intent and the way of approaching the recipient are very different.

Spam is generally sent in large quantities to numerous recipients without regard for their relevance, interest, or any prior business relationship.

These messages are usually promotional in nature and often contain links to disreputable websites or are part of scams.

Spam emails are rarely personalized, and in many cases, recipients can’t unsubscribe from them.

On the other hand, a cold sales email is a business email sent to prospects with whom there is usually a prior business relationship.

Although unsolicited, these emails are personalized and aimed at specific people who have been identified as potentially interested in the product or service offered.

These emails are legitimate and professional, they respect privacy laws and give the recipient the option to stop receiving further emails.

It’s important to keep in mind that, for a cold sales email to be effective and not perceived as spam, it must be relevant to the recipient, offer value, and comply with data protection and privacy regulations.

→ Some legal considerations

Legally speaking, sending cold sales emails can be perfectly legal, but there are certain guidelines you need to follow to make sure you’re not breaking any laws.

Depending on the country you’re in, laws can vary quite a bit, so you should seek the necessary legal advice before sending your mass mailings.

Some general principles to follow:

• Permission: In some countries, such as those in the European Union, you must obtain the recipient’s consent before sending them commercial emails, under the General Data Protection Regulation (GDPR). However, there are exceptions for cold sales emails as long as certain criteria are met, such as being sent in the context of an existing business relationship.
• Transparency: You must clearly identify yourself in your email and provide a way for recipients to get in touch with you.
• Opt-out option: You must provide a clear, simple way for recipients to unsubscribe or “opt out” of future emails.
• Data use: You must make sure that any personal data you use to send cold sales emails is used in a way that complies with local data protection laws.

It’s crucial that you inform yourself and understand the specific laws of your country or of the countries you’re targeting before you start sending cold sales emails.

IMPORTANT: This information does not constitute legal advice. Always check with a professional about the legislation that applies to your case.

How to break the ice: Preparing your cold sales email

→ Prior research: Getting to know your recipient

Before writing your cold sales email, it’s essential to invest time in getting to know your recipient.

Who are they? What’s their position at the company? What problems might they be facing?

Prior research lets you personalize your message and make it more relevant to the recipient, which increases the chances of getting a reply.

There are several tools and methods you can use to research your recipients, such as LinkedIn, Twitter, corporate blogs, and industry news.

The goal is to gather as much relevant information as possible to tailor your message to the recipient’s specific needs and interests.

→ Writing the subject line: How to grab attention

Your email’s subject line is the first thing your recipient will see, so it’s vital that it’s compelling. It should be concise, clear, and give an idea of what the email is about.

Avoid using all caps, exclamation marks, and sensationalist words, as they can make your email look like spam.

A good practice is to make your subject line personal and relevant to the recipient.

You can do this by including their name, their company, or a reference to something you discovered during your prior research.

→ Creating a compelling message: The importance of personalization

When it’s time to write the body of your email, personalization is key.

Although you can send the same email to hundreds of people, tailoring your message to each segment can be key.

Personalization shows that you’ve taken the time to understand the recipient and their situation, which can make your email stand out among the mass of unwanted emails.

Your email should be polite, concise, and focused on the recipient.

Avoid talking too much about yourself or your company, and instead focus on how you can help the recipient.

Include a clear, specific value proposition and end with a call to action that invites the recipient to take the next step.

Essential elements of an effective cold sales email

→ Value proposition: What do you offer?

Your value proposition is the reason the recipient should be interested in what you offer.

It should be clear, concise, and focus on the benefits your product or service can bring to the recipient.

Remember, it’s not about your product’s features, but about how those features can solve a problem or meet a need for the recipient.

→ Call to action: What do you want the recipient to do?

The call to action is the part of your email where you tell the recipient what you want them to do next.

It could be something like “Schedule a call”, “Sign up for a free demo”, or “Visit our website”. Your call to action should be clear, concise, and easy to follow.

→ Follow-up: When and how to do it?

Follow-up is a crucial part of the cold sales email strategy.

Not every recipient will reply to your first email, and that’s okay.

It’s important to be persistent and follow up after a reasonable amount of time, generally one or two weeks after the first email.

When you follow up, avoid simply repeating your first email.

Instead, add extra value, such as a useful resource or relevant information you didn’t include in your first email.

And remember, always be respectful and mindful of the recipient’s time.

Example of a successful cold sales email

Below is a possible cold sales email template:

The art of copywriting in cold sales emails

What is copywriting and why is it important?

Copywriting is the art of writing persuasively with the goal of moving people to take a specific action, whether that’s buying a product, subscribing to a newsletter, attending an event, etc.

In the context of cold sales emails, copywriting plays a crucial role.

Good copy can capture the recipient’s attention, spark their interest, and ultimately lead them to the action you want them to take.

Without effective copywriting, your emails might go unnoticed or, worse, be perceived as spam.

→ Writing persuasively: Copywriting techniques

There are several copywriting techniques you can use to make your cold sales emails more persuasive:

• AIDA: This is an acronym for Attention, Interest, Desire, Action. First you need to capture the reader’s attention, then spark their interest in what you offer, then generate desire for the product or service, and finally encourage action.
• PAS: This acronym stands for Problem, Agitation, Solution. First you identify a problem the recipient is facing, then you agitate that problem (that is, make it more tangible and urgent), and finally you offer your product or service as the solution.
• Using social proof: Social proof, such as testimonials or references from satisfied customers, can boost your credibility and persuade recipients to take action.

→ Using storytelling to capture attention

Storytelling is an effective copywriting technique that involves telling a story to convey your message.

Stories are engaging, memorable, and can create an emotional connection.

In a cold sales email, you could tell the story of how your product or service helped a customer, or even tell the story of your company.

Remember that the best stories usually have a conflict and a resolution.

→ Adapting your tone and style to your target audience

Finally, it’s important to adapt the tone and style of your writing to your target audience.

If your audience is corporate and formal, you might prefer a more serious, professional tone.

On the other hand, if your audience is younger and more modern, you could opt for a more casual, conversational tone.

Likewise, make sure to use language your audience understands and avoid technical jargon unless you’re sure your audience will get it.

Conclusions: Final tips for writing a successful cold sales email

Writing an effective cold sales email can be a challenge, but with the right preparation and strategies, it can become a powerful tool for generating business opportunities.

Throughout this article, we’ve explored several fundamental aspects of preparing and sending a cold sales email that can capture attention and spark the recipient’s interest.

→ Summary of key points

We’ve discussed the importance of doing prior research to get to know your recipient and personalize your message accordingly.

We’ve also explored how to write a subject line that grabs attention and how to structure your message so it’s appealing and relevant to the recipient.

Then we highlighted the importance of offering a clear value proposition: what do you offer and how can it benefit the recipient?

We also discussed how to craft an effective call to action and how to follow up on your cold sales email in a timely and respectful way.

→ Final tips

Some additional tips to keep in mind include keeping your cold sales email concise and to the point.

Recipients often don’t have much time to read, so it’s crucial that your message is quick to read and easy to understand.

Try different approaches and don’t get discouraged if you don’t get replies right away. Cold selling is a numbers game and requires persistence.

However, you should always respect your recipients and not overwhelm them with too many messages.

→ Closing and call to action

Finally, we invite you to put what you’ve learned in this article into practice. Try different strategies, learn from your mistakes, and celebrate your successes.

If you need additional help, don’t hesitate to get in touch with us.

We’re here to help you succeed in your cold sales efforts.

Remember, cold selling can be challenging, but with the right preparation and approach, you can turn it into an effective tool for growing your business. Good luck!

Good copywriting is what makes the difference between an email that gets ignored and one that gets a reply.