Top 10 Tips For Creating Perfect Cold Emails That Will Land You A Contract Every Time
Submitted By
Aimee Laurence Aimee has been a freelance writer since 2012. She writes on travel and marketing. |
Even though we nowadays have a wide variety of communication tools - think social media or elaborate software - email still holds the throne as the best tool for business communication.
An average professional sends and receives about 86 emails a day which means that he is almost in constant contact with his peers, managers, vendors, bosses, clients and so on.
For those looking for a job, email is the best way to reach Recruiters, hiring managers and people of influence in order to network or simply make themselves more visible to their potential employers. There are many reasons why email works this well - it's simple, professional, can be customized and people can easily access it. It works wonderfully on various fronts - business communication, marketing and so on. Cold Pitching became a job finding weapon of choice for many people in the business
world.
However, for any young professional, reaching a powerful Influencer can be difficult, even this way. They are bombarded with propositions and messages from all over the web, not just email and that makes it nearly impossible to stand out.
On the other hand, quality can't really stay hidden for long. If you use the right practices for cold Pitching, you will be able to get the attention of your recipient and build a relationship that will lead to a contract.
An average professional sends and receives about 86 emails a day which means that he is almost in constant contact with his peers, managers, vendors, bosses, clients and so on.
For those looking for a job, email is the best way to reach Recruiters, hiring managers and people of influence in order to network or simply make themselves more visible to their potential employers. There are many reasons why email works this well - it's simple, professional, can be customized and people can easily access it. It works wonderfully on various fronts - business communication, marketing and so on. Cold Pitching became a job finding weapon of choice for many people in the business
world.
However, for any young professional, reaching a powerful Influencer can be difficult, even this way. They are bombarded with propositions and messages from all over the web, not just email and that makes it nearly impossible to stand out.
On the other hand, quality can't really stay hidden for long. If you use the right practices for cold Pitching, you will be able to get the attention of your recipient and build a relationship that will lead to a contract.
|
This is the first big question you will have to face. Your option one, the HTML email is a more complex one by far. It requires some coding skills that many people outside the tech industry don't have. So, for instance, if you're a copywriter, you'll hardly be able to create a HTML email even with the best online guides.
This calls for professional help which may or may not be too expensive for you. A HTML email says that you are an expert, a professional - the visuals impress and draw attention at the same time. It can represent you as a person and as a professional. In the sea of regular emails, yours could be a bright star.
However, many people truly don't understand HTML coding and can't afford a designer which means that this would be a highly improbable situation for them. This is not to say that they'll never get a contract without the HTML. On the contrary, most people don't use HTML in their cold pitch emails. The fact is that content of the email matters the most, this is just a personal preference.
Choose a path that suits you and that you are comfortable with.
This calls for professional help which may or may not be too expensive for you. A HTML email says that you are an expert, a professional - the visuals impress and draw attention at the same time. It can represent you as a person and as a professional. In the sea of regular emails, yours could be a bright star.
However, many people truly don't understand HTML coding and can't afford a designer which means that this would be a highly improbable situation for them. This is not to say that they'll never get a contract without the HTML. On the contrary, most people don't use HTML in their cold pitch emails. The fact is that content of the email matters the most, this is just a personal preference.
Choose a path that suits you and that you are comfortable with.
Using a Personal Video In Emails
Everyone prefers video content to written content nowadays. It's a simple fact and a trend that will only continue growing as the time goes by. B2B buyers, consumers, influencers and various professionals alike find the video easier and more enjoyable to consume. This should come as no surprise as the video allows you do quickly get information without working too hard to get it. It's also easier to represent products and people in video than it is in writing.
What might worry you about this is price as well. Most people have a misconception that videos - well, high quality videos at least - are really hard to produce. However, for an inexpensive path, you should take a look at Wistia, for instance or VidYard. These are free and allow you to record high quality personalized videos using only the camera you already have in your computer.
Adding a video is a strategy will set you apart from others and give your potential client an opportunity to meet you and get to know you better. Video is also very easy to track and you'll be able to know how many times the video was opened and how much of it was watched. If you have this kind of information, you can easily know whether to punch for a meeting in-person or outline some points in case the viewer missed them.
What might worry you about this is price as well. Most people have a misconception that videos - well, high quality videos at least - are really hard to produce. However, for an inexpensive path, you should take a look at Wistia, for instance or VidYard. These are free and allow you to record high quality personalized videos using only the camera you already have in your computer.
Adding a video is a strategy will set you apart from others and give your potential client an opportunity to meet you and get to know you better. Video is also very easy to track and you'll be able to know how many times the video was opened and how much of it was watched. If you have this kind of information, you can easily know whether to punch for a meeting in-person or outline some points in case the viewer missed them.
Tracking Your Success
Tracking your email is extremely important. This kind of information can guide you further. If the person has opened and read your email already, then you know that you can expect a response soon. In case the recipient doesn't respond for some time, send a gentle reminder. You can do the same if your email wasn't even opened.
Email tools like Mail track or MixMax can help you with these trackings. You can then send follow up emails based on the metrics you get from these tools. Email tracking tools can also help you with your subject lines to test how effective they really are.
Email tools like Mail track or MixMax can help you with these trackings. You can then send follow up emails based on the metrics you get from these tools. Email tracking tools can also help you with your subject lines to test how effective they really are.
Tracking Recipient Engagement
In further investigation of what kind of response your email received, you can also track links that you left within an email. If the recipient opened an email they will likely click on a link if they are engaged by the content or the opposite if not. Platforms like Google URL Shortener and Bit.ly allow you to track your links and see if a link in your email was clicked on.
This is another great opportunity for experiments like testing the call to action or testing the link anchor text to see which ones have a better click through rate. All of this will also let you know what to expect in the future in terms of response and what you should do as the time passes to further build a relationship with your client.
This is another great opportunity for experiments like testing the call to action or testing the link anchor text to see which ones have a better click through rate. All of this will also let you know what to expect in the future in terms of response and what you should do as the time passes to further build a relationship with your client.
Outreach Through Other Channels
Using only the email as your way of communicating with your potential clients and Recruiters can be quite boring for them and fo you as well. It can overwhelm them, especially if you constantly follow up through email. This means that it might not get the job done.
On the other hand, having a multi-channel strategy when it comes to communicating with the influencers, recruiters and other professionals works just as well as it would with marketing of anything else. Make a list of channels where you could communicate with your potential clients. Email is still the king of your communication strategy but this list is there enrich it and improve your chances.
On the other hand, having a multi-channel strategy when it comes to communicating with the influencers, recruiters and other professionals works just as well as it would with marketing of anything else. Make a list of channels where you could communicate with your potential clients. Email is still the king of your communication strategy but this list is there enrich it and improve your chances.
Offer Value Right Away
One of the best advice anyone can give you on looking for a really good gig is this - offer value upfront. Recruiters are tired of people promising greatness and then disappointing them later on. Don't allow yourself to be dismissed over something that could have been fixed. Offer to solve a small problem for them.
For instance, if you are a web designer and you really want to work with a company, you should scan through their website and notice what could be done better. Then, send them an email stating the problem and the fact that you have a solution for the problem. Suggest that they should contact you in case they are interested in seeing how you resolved this issue. This has been a successful strategy for professionals for years now. The best part is - you don't invest any of your time or money upfront. Only after they give you a permission to start working do you actually invest something. But by then you already have their attention and their engagement which can take you to that next level.
For instance, if you are a web designer and you really want to work with a company, you should scan through their website and notice what could be done better. Then, send them an email stating the problem and the fact that you have a solution for the problem. Suggest that they should contact you in case they are interested in seeing how you resolved this issue. This has been a successful strategy for professionals for years now. The best part is - you don't invest any of your time or money upfront. Only after they give you a permission to start working do you actually invest something. But by then you already have their attention and their engagement which can take you to that next level.
Split Testing For Effective Results
Split testing, or A/B testing is a popular method commonly used by marketing experts across the world. What it does is test different versions of the same thing. For instance, the subject lines or the color scheme. All of this helps you pick an alternative that has received a better response from the target audience.
An average tester might not have the professional tools necessary to perform these tests but a similar effect can be achieved with some of the platforms we already mentioned. The key to a successful testing in this case, without the proper tools, is testing by carefully changing one variable at the time while measuring it. Then you will slowly start to come up with perfect elements of your cold pitch email.
An average tester might not have the professional tools necessary to perform these tests but a similar effect can be achieved with some of the platforms we already mentioned. The key to a successful testing in this case, without the proper tools, is testing by carefully changing one variable at the time while measuring it. Then you will slowly start to come up with perfect elements of your cold pitch email.
Always Include A CTA
A good CTA is hard to create but it always leads the recipient to the next step of their journey. A CTA can be a lot of different things - you might request a call back or a response or a click on a link. In other cases you need them to do something else entirely.
No matter what you need from them, you need to find and write the right Call to action if you want them to act upon it. Something bland and dull will not entice action. A lack of CTA will cause a lack of reaction in them. Be very specific and place it in a good location where they will spot it easily.
No matter what you need from them, you need to find and write the right Call to action if you want them to act upon it. Something bland and dull will not entice action. A lack of CTA will cause a lack of reaction in them. Be very specific and place it in a good location where they will spot it easily.
Good Subject Lines are Crucial
Just like any marketer knows, subject lines are extremely important if you want your email to be a success. A subject line is one of the first things people see when your email arrives and as such it holds tremendous value and power over your overall success. Just any subject line won't work.
It needs to be powerful, enticing and highly relevant to the email you send. So, something boring like ‘Business Proposal’ generally doesn't do very well because there are dozens of those same emails in their inbox. Something deceitful like creating a subject line that resembles the kind of subject line their friends would write is also a bad idea. Be yourself, be honest and try to grab attention the right way.
It needs to be powerful, enticing and highly relevant to the email you send. So, something boring like ‘Business Proposal’ generally doesn't do very well because there are dozens of those same emails in their inbox. Something deceitful like creating a subject line that resembles the kind of subject line their friends would write is also a bad idea. Be yourself, be honest and try to grab attention the right way.
Have a Signature
You don't have a lot of time to form a first impression. Everything you put in that first cold pitch matters and will be taken into account once the recipient opens the email. This means that you need to do your best to make that first impression work for you, not against you. And a signature is a step in the right direction.
Use various online tools like Wise Stamp to create and use a well-designed signature of your own. This will certainly help the recruiter or the hiring manager picture you as a professional person.
Use various online tools like Wise Stamp to create and use a well-designed signature of your own. This will certainly help the recruiter or the hiring manager picture you as a professional person.
HTML: Create a Nice Template
If you are using the HTML code for designing your email, make sure that the template you create looks good. Create a personal logo or use your handwritten signature as one, add images and content boxes as well as any other information you might want to add.
What matters is that it's easy to read, good to look at and that there is hierarchy of information there.
What matters is that it's easy to read, good to look at and that there is hierarchy of information there.
Timely Response Matters
Once your potential contract lead responds, respond back as soon as possible. Just like you don't like waiting neither do they. Only they have more people with a similar skill set waiting for the job and you probably worked hard on that single pitch.
Just respond politely and try to continue the conversation. Make sure that everything in your email is well-written with no grammar mistakes - use the help of tools like Paper Fellows.
Just respond politely and try to continue the conversation. Make sure that everything in your email is well-written with no grammar mistakes - use the help of tools like Paper Fellows.
Work Towards a Meeting or A Phone Call
Your main goal is to get a personal meeting or a phone call. This is what you should gently push for. At the right time, ask for an in-person meeting where you would proceed to discuss your contract and cooperation.
Get The Best Contract With Cold Pitching
Cold Pitching can seem quite daunting to beginners but it's not as complex as it seems. You have many different options and these tips represent the best practices for amazing cold emails which draw attention and end in great contracts.
