{"id":20328,"date":"2022-08-26T08:45:00","date_gmt":"2022-08-26T12:45:00","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=20328"},"modified":"2022-08-19T11:26:18","modified_gmt":"2022-08-19T15:26:18","slug":"beginners-guide-to-cold-email","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/email\/beginners-guide-to-cold-email\/","title":{"rendered":"A Beginner\u2019s Guide to Cold Email"},"content":{"rendered":"\n<p>Email marketing is a great way to engage with your target audience. Despite the many new digital communication tools that have become available over the past 20 years, email remains just as relevant now as it has ever been. If you want to build a strong, lasting relationship with your customers, using email effectively is a great plan.&nbsp;<\/p>\n\n\n\n<p>One of the most challenging areas of email marketing is sending cold emails. It\u2019s notoriously difficult to have success here, but that doesn\u2019t mean it\u2019s impossible. In this article, we\u2019ll break down what cold email is, why you may want to use it, and some best practices for finding your footing and seeing some results. Let\u2019s get started!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is a Cold Email?<\/h2>\n\n\n\n<p>The term \u201ccold email\u201d refers to your lack of relationship with the recipient of the message. So these are emails sent to people with whom you have no existing relationship or previous business dealings. An email sent to a list of past customers would not qualify as \u201ccold\u201d, for example, because those people have already demonstrated an interest in your brand and what you have to offer.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Challenge of Contacting Prospects Cold<\/h2>\n\n\n\n<p>Knowing the definition, it\u2019s easy to understand why this type of email is so challenging. Simply put, these people don\u2019t know who you are or what you do, so their most likely course of action is to delete the message. Think of this from your own perspective\u2026 What do you do when you get an email from someone you don\u2019t know? Most of the time, you\u2019ll probably just delete it without a second thought.\u00a0<\/p>\n\n\n\n<p>It&#8217;s getting over this initial reaction that is the key to having success with cold email. You\u2019ll need to find a way to get the recipients of these emails to actually open them, at least at a decent rate. There is no way you\u2019ll get all of your cold emails opened, and in fact, you won\u2019t even crack the 50% mark in all likelihood. But that\u2019s okay, even a low open rate can be worth your time if the message inside the email is useful enough to cause some of those recipients to take action.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cold Email Benchmarks<\/h2>\n\n\n\n<p>Speaking of open rate, here are a few benchmarks to aim for when monitoring your cold email campaigns:<\/p>\n\n\n\n<p><strong>Open Rate:<\/strong> Greater than 25%<\/p>\n\n\n\n<p><strong>Click-Through Rate (CTR):<\/strong> 2\u20135%<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Reasons to Use Cold Email<\/h2>\n\n\n\n<p>Before you bother to educate yourself on how to create useful cold email messages, it\u2019s worth stopping to determine what exactly these emails will be used for in your business. If you don\u2019t have a good fit for cold email, you can simply stick with other marketing strategies and leave this one to the side for now.&nbsp;<\/p>\n\n\n\n<p>As it turns out, most businesses will have a use for cold email in some form or fashion, as it\u2019s a rather versatile method of connecting with others. Here are some of the many possibilities:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Start the sales process<\/strong>. Sending cold emails is a good way to connect with potential prospects when trying to find sales for your business. You might have this as one of the options available to your sales team when trying to reach people who may have a use for your products or services. Cold emails can be preferable to cold calls because they don\u2019t interrupt the recipient as they go about their day \u2013 the email will just wait in their inbox until they have a moment to review their messages.\u00a0<\/li><li><strong>Offer an invitation.<\/strong> You might be running some kind of event in your business where you\u2019d like to invite chosen people to attend or participate. Again, cold email is a great option for this purpose. You don\u2019t have to actively interrupt their day with a phone call, and it\u2019s easy to include all of the relevant information within an email message. Also, it might be easier for you to track who has replied (and who is coming) if you have an email folder dedicated to the project as opposed to a list of returned phone calls.\u00a0<\/li><li><strong>Get feedback.<\/strong> For businesses that are in the very early stages of existence, you might want to think about using cold email to get feedback on your ideas and figure out if there is a market for what you are hoping to sell. These types of messages can be particularly effective because you aren\u2019t asking for a sale at that moment; You don\u2019t have anything available to sell yet. Just a quick reply in response to your idea will only take a moment to type out, and you may get more answers than with other types of cold emails as a result.\u00a0<\/li><li><strong>Make connections.<\/strong> If you would like to connect with people in adjacent markets to hopefully open up opportunities for collaboration, a cold email might be the best way to introduce yourself. Having the right connections in business can go a long way toward establishing success, and those connections typically don\u2019t happen by accident. Learning how to use cold email strategically toward this end can greatly expand your presence in a space.\u00a0\u00a0<\/li><\/ul>\n\n\n\n<p>Your planned use for cold email doesn\u2019t have to fit into one of the points above, but you do want to make sure that you have a specific goal in mind for any message you send. Don\u2019t just send out cold emails to contact people and hope something good will come of it. Results don\u2019t happen by accident. You get results when you make intentional plans and then execute those plans strategically.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2022\/08\/SMG-Beginner-Cold-Email-2-1024x683.jpg\" alt=\"Have a specific cold email goal\" class=\"wp-image-20330\" srcset=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2022\/08\/SMG-Beginner-Cold-Email-2-1024x683.jpg 1024w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2022\/08\/SMG-Beginner-Cold-Email-2-300x200.jpg 300w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2022\/08\/SMG-Beginner-Cold-Email-2-768x512.jpg 768w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2022\/08\/SMG-Beginner-Cold-Email-2-350x233.jpg 350w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2022\/08\/SMG-Beginner-Cold-Email-2.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Keep These Four Rules in Mind<\/h2>\n\n\n\n<p>With some groundwork in place, let\u2019s move on to talk about the fundamentals of sending good cold emails. While you have certainly written and sent thousands of emails in your life, there are some unique challenges that come with cold email that you\u2019ll want to think about in this process. The four points below make up the fundamentals of what you\u2019ll want to include in every cold email that leaves your account.&nbsp;<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Short is best.<\/strong> Once you start writing a cold email message, you\u2019ll probably feel tempted to just keep writing and writing, laying out everything you have to say in this single message. That\u2019s the wrong approach, and it\u2019s unlikely to get good results. Think of this email as the start of a conversation with a stranger. If you walk up to someone that you are meeting for the first time and immediately begin to tell them your life story, that is going to turn the person off and they might just walk away. In the real world, you\u2019d offer a quick introduction and then allow them to reply. Think of cold email in this same conversational manner and you should find better results.\u00a0<\/li><li><strong>Each message is custom.<\/strong> It would be easier, and take much less time, if you could just copy\/paste your cold emails for one recipient after another. Unfortunately, that\u2019s not really going to get good results, as people will be able to tell that you have sent this same message to countless others. If you want to stand out and give people a reason to engage with you, writing a custom message is required. That doesn\u2019t just mean changing the wording around either. You need to research the recipient and tailor the message to speak directly to their interests and experiences. You are likely to find a direct correlation between the level of personalization in your messages and the rate of responses that you enjoy.\u00a0<\/li><li><strong>Provide validation.<\/strong> In addition to speaking directly to the recipient of your email, you also need to present something that supports who you are and what you have to offer. Remember, you are almost certainly a stranger to this person when they receive the message, so they have no reason to trust you at that point. To earn trust, you\u2019ll want to offer some type of credential or achievement that verifies you as a person worthy of their attention. One good way to do this, when possible, is to mention a common friend or acquaintance. If you know that this person also knows someone you know, that\u2019s a great way to form a bond and get the ball rolling. Other options include things your business has accomplished, awards you\u2019ve been given, etc.\u00a0<\/li><li><strong>Specific action.<\/strong> There should be nothing ambiguous about the tone of your message. Getting the recipient to actually open the message and read it is great, but what do they do next? It should be crystal clear what you want them to do after reading your email. Are you hoping they will make a purchase, or provide further contact information to continue the conversation? Maybe you want to set up an in-person meeting to better explain what you can provide? Whatever the action happens to be, make it obvious and as easy as possible to complete. The more hurdles that exist in this process the less likely that your messages will succeed.\u00a0<\/li><\/ol>\n\n\n\n<p>That might seem like a lot of points to hit in a single email message, but it\u2019s not as hard as it sounds once you practice a bit and get the hang of it. Try writing some cold emails that you aren\u2019t even going to send just to get a feel for how you can construct the message such that it will be well-received.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Learning from Your Mistakes (and Successes)<\/h2>\n\n\n\n<p>With any kind of marketing endeavor, it\u2019s always important to have the perspective that you are never finished. In other words, you should never think that you have arrived at perfection. There are always areas where you can improve and get even better results.&nbsp;<\/p>\n\n\n\n<p>That\u2019s exactly the case when it comes to cold emails. Even if you are getting pretty good results after carefully writing a batch of messages to various recipients, you can still work on honing the craft and getting even better outcomes. The best way to do that is to track the outcome of each message and look for any patterns that might emerge.&nbsp;<\/p>\n\n\n\n<p>For instance, are messages with shorter subject lines getting opened more often than longer subject lines? Do the messages with a certain type of call to action in the body work better than others? Do emails with only one link get more traction than those with two or more? There are nearly endless possibilities for optimization here, so set up a system and track your progress so you can refine the process and continue to improve.&nbsp;<\/p>\n\n\n\n<p>Cold email might not make up the core of your marketing strategy, but it certainly has a role to play for many businesses. With the primer we have provided above, you should be ready to get started sending your first cold emails in the near future. If you don\u2019t achieve immediate success, don\u2019t give up on this method. Continue to develop your skills and stick with it until the results start to arrive.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Email marketing is a great way to engage with your target audience. Despite the many new digital communication tools that have become available over the past 20 years, email remains just as relevant now as it has ever been. If you want to build a strong, lasting relationship with your customers, using email effectively is [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":20329,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[279],"tags":[],"type-category":[288],"class_list":["post-20328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email","type-category-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beginner\u2019s Guide to Cold Email | The Academy<\/title>\n<meta name=\"description\" content=\"Cold emails are emails sent to people with whom you have no existing relationship but hope to establish one. Learn how to leverage this sales tactic effectively.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sanctuarymg.com\/academy\/email\/beginners-guide-to-cold-email\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beginner\u2019s Guide to Cold Email | The Academy\" \/>\n<meta property=\"og:description\" content=\"Cold emails are emails sent to people with whom you have no existing relationship but hope to establish one. 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