Cold email dos & don'ts: Selling software with outreach [Cold Email Teardown]

September 7, 2023

Selling your software through cold outreach? Then you're probably competing with crowded market where self-focused pitches and impersonal messages won't grab your leads' attention.

So, what's the ultimate hack to crafting the perfect cold email that resonates with your prospect and pushes them to hit "Reply"?

Let's see how Matas Povilauskas, the CEO of SALT Sales Agency, would rewrite a bad cold email example.

Cold email mistakes to avoid if you want to book more meetings

Here's a cold email that promotes an event management platform to event managers at start-ups👇

Here's what stops prospects from replying to this cold email:

Mistake #1: It’s self-focused

“I admit”, “I hope”, and “We are” are patterns of self-centered emails that won’t push your prospects to reply as there’s nothing in it about and for them.

Mistake #2: No questions were made

No question mark → No call to action → No replies. Without asking your prospects any questions, you might come off as uninterested and won’t give them a reason to reply.

Mistake #3: Looks like a mass email

Without adding custom variables and personalizing your cold emails, they will look like sent in bulk. This shows to your prospects that you didn’t do proper research about them and you don’t genuinely care about helping them.

How to write a cold email for a high conversion rate

Here’s how Matas would rewrite this cold email for higher reply chances:

What tips can you replicate from this email for more replies?

Tip #1: Interrupt the pattern

You can catch prospects’ attention straight from the inbox, and switch usual email greetings with immediate intro. This will help you stand out from other cold emails, and communicate your value from the email start.

Tip #2: Use personalization & segmentation

Use as many custom variables as it makes sense to show that your email was specially crafted for a specific lead. Segmentation, such as mentioning the technology they use, will prove you know your prospects and make your offer more relevant.

Tip #3: Use “light” call to action

Without asking prospects to book a meeting and sending them a calendar, you can focus on confirming their interest first. This will help you form a more genuine connection and hop on the selling part more easily later.

Tip #4: Make it short enough to fit a mobile screen

Short emails like this one take less than 15 seconds and make it easily readable on the go. Short (but valuable) emails don’t require too much effort and increase your chances of getting a reply.

Cold email template to replicate for more replies

Just reviewed {{Company.Name}}’s “{{Event.Name}}” recording. Hands down top-notch content you have cooking over there, {{First.Name}}.

Looks like you chose {{Technology}} to host the event. Word’s on the market that their ROI calculation side could use a boost.
Would you agree?


The key takeaways

Follow these Matas' key tips if you want to get more replies to your cold emails & sell your software:

-> Use researched personalization to grab prospects' attention
-> Confirm the interest before pushing a sale
-> Craft concise mobile-friendly emails

You can watch Matas's full cold email teardown here!

PS: Want more tips? Request outbound experts to review your cold emails here.

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