Entrepreneurship: Five Tips for Laying the Successful Foundations of Cold Email Marketing

04.10.2021

ENTREPRENEURSHIP: FIVE TIPS FOR LAYING THE SUCCESSFUL FOUNDATIONS OF COLD EMAIL MARKETING

Cold email marketing replaced the people who went from door to door in the 1970s and 1980s. Today, the goal is no longer to sell at any price, but to offer the customer a personalized relationship in which he feels recognized.

Putting the customer in the spotlight is essential to be won and retained, writes the online edition business2community.com.

Cold email is simply an automated email optimized to quickly generate qualified customers. The message is sent to the target potential customer without the seller having been in contact with him in advance, and vice versa - the customer has not sought interaction with the business.

The goal is to provoke spontaneous contact. Therefore, a cold email should be based on a clear message and a proposal with high added value in order to attract the customer's attention.

Cold search requires meeting challenges to differentiate yourself from the competition, whose emails are also spilled in your potential customers' mails. The media summarizes five important techniques for reaching them.

Determine the ideal profile of the potential customer

Identifying the ideal potential customer is essential for understanding the centers of interest of the recipients and thus for effective communication. Cold email, which is specifically targeted at a segment of customers, increases the chances of the message being opened and read by more people.

Another way to identify potential customer profiles that are most likely to be susceptible to cold e-mail is through an online survey. A short online survey can quickly gather a large amount of data and thus understand the expectations of potential customers.

Create a list of email addresses

Maintaining a list of potential email addresses is mandatory to automate the process and assign a typical profile to each email address. This database should be used to store and quickly view potential customer information associated with each email address.

To complete this list, you need to gather the email addresses on your landing page to connect with people who are relevant to your business.

Create an attractive cold email

Recipients spend a maximum of a few minutes checking their mailbox and only a few seconds to see if they are interested in the content of an email. That's why attractive content is important to ensure a good frequency of opening a cold email.

Avoid sending cold emails from addresses that suggest spam - "contact", "information" or "no response" for example. Write a line on an email subject that is different from the rest of the cold emails that customers receive. Use special characters, symbols or even emojis to highlight the theme visually.

The content should be short, precise, clear, organized, with graphic elements to facilitate reading and highlight the offer. The reader must be able to understand the content in up to ten seconds.

Invest in it a part of the corporate personality. The humanization of commercial email can bring some sensitivity to some prospective customers.

Strive for realization without being intrusive

Being considered spam is the worst thing that can happen to a cold email. That's why email should look as unobtrusive as possible.

Test, test, test

The test is essential for measuring the effectiveness of a small-scale cold email campaign. The test is conducted on a sample, ie a small group of people, representative of all potential customers involved in the campaign.

Reminders are required to increase the frequency of opening cold emails. However, it is advisable not to overdo it.