A cold email is an email you send to prospects with whom you don’t have a prior relationship with. They didn't opt in to receive it nor you've been in communication with them ever before.
Everything you see below, under these bullet points...
... are all cold emails.
Whatever your goal is, be that a business or a professional one, you’re one cold email away from making it happen.
If you need a little push to start, we sincerely hope that this page will give you the inspiration you’re looking for.
Let’s start by analyzing the concept number one, which is…
Think about it, the world is filled with thousands of emails, meeting requests, YouTube ads, Facebook ads, LinkedIn DMs, etc. A big reason why many of them fail is because they’re speaking to the wrong audience and the approach is far off.
First, finding email addresses of your prospects. There’s more than one way to get the job done. You can use Chrome extensions, online databases, do it manually, etc. We wrote an in-depth guide on this that will show them all to you.
Second, email verification. Meaning, you must not send your campaign to invalid emails. Failure to eliminate invalid emails from your list will lead to a high bounce rate. High bounce rate, in return, will decimate your deliverability and email reputation.
Luckily, we have another in-depth guide in this department for you too. In it, we’ve compared top email verification tools too with all the stats you need to pick the right one for you.
To explain it simply, email deliverability represents the ability of your emails to land in the primary tab in somebody’s inbox. The higher your deliverability, the easier it is for your prospects to actually see your emails. And vice versa.
Here’s how, step-by-step instructions coming your way.
Before you start typing, remember the rule. The cold email you’re going to send is not about what you need, the coolness of your product, how many clients use your service, etc. What your message should be centered around is on what they need, how your product solves their pain, or how your service helped a client your prospect can actually relate to.
Subject line. It's the hook that prompts people to open an email and that sets an expectation in their mind on what they are about to read. A few examples....
Intro line. How you start your cold email is critical because this is what builds the connection with your prospect. Plus, the intro will paint the picture in the prospect's brain about the rest of the email. Tiramisu intro line strategy.
Middle section. This is your transition from an intro to “sales” pitch. Instead of introducing your product or a feature, talk about the pain this feature solves or ask them a question about it. Turn “I” into “you".
Call-to-action. Your final target is to explain what's the next step. Reply to this email, click on that link, book a meeting, watch a video, sign up for a free trial... there are various call-to-actions. As long as the next step is clear and simple, and the email is about them, it will work.
Follow-ups are guaranteed to give your reply rate a kick up. Because people sometimes forget to reply. They read your first email in a bad moment. They were busy, distracted or not hooked back then. It’s not always because they aren't interested.
That said, don’t spam or be annoying. With follow-ups you can be funny, bring more value with every additional email, add curiosity by telling them what’s coming next… there’s plenty of ways to play this card.
But the biggest takeaway here is to always include follow-up emails in your sequence.
Here’s an example schedule for a list of 500 prospects. The plan is to send all these emails in a week. 100 per day, not counting the follow-ups.
Newsletter tools are built for sending larger quantities of emails, all at the same time. They are usually nicely-designed and are mostly used as a content distribution tactic. They work perfectly for people who have signed up to receive it, are familiar with your brand and are actively consuming it. For the vast majority of people, they land in Promotions tab.
By using lemlist as your cold email tool, your messages are sent one after the other, thus imitating human behavior, which providers prefer to see. You don't risk hurting your email deliverability and your emails won't go to Promotions or spam.
When you start sending cold emails, analyze if there is a particular time when your emails get opened and replied to. Assess whether your prospects are busy at certain hours. That will tell you if you need to take this into account or not.
But most importantly, use other people’s insights as inspiration, but make sure you test what works for your audience and you.
Maybe your open rate can be increased with a better subject line. Perhaps your reply rate might be boosted with a more powerful intro line. Or your click rate can go sky-high if you write a better call-to-action.
These are all the things you can A/B test. Let the market tell you which one works best instead of endlessly debating it internally.
Cold emails are DEFINITELY not spam. There is such a thing called the CAN-SPAM act.
It states that you can send emails to business people that you do not know. However, you have to play by the rules that are outlined in the Federal Trade Commission's guide.
So the rule is simple. Don't send spam.
A proper cold email accomplishes three things...
- targets relevant people who might be interested in something
- it's personalized
- has a specific request
Unlike spam that completely misses out on all those points.
- it's generic, no personalization
- has high commercial intent and promises unreal things
- can have a fake name and fishy contact info
We strongly suggest to follow these rules in order to make sure your cold emails never go to spam.
If you send spam, people will mark you as a spammer. The more people mark you as a spammer, the more your "complaint rate" increases. Needless to say, this is very bad for business.
Domain authentication is the same process as when you’re checking in for your flight. In the outreach world, your email provider performs an “ID check”.
They want to verify that the email is really coming from you. In short, you'll have to set up two parameters: DKIM and SPF. After you authenticate your domain, you'll see an instant boost in email deliverability.
Cold email results and metrics matter. Keeping your reply, click and open rates high not only brings value to you, but it also sends signals to email providers that you're one of the "good guys".
If you see a problem in your metrics, address it immediately.
Before you press send, we can't stress high enough how important it is to verify email list. The objective is to keep your bounce rate as low as you can, but at least below the 5% level. As you can probably guess, the more unverified emails you have, the more you risk to be hit with a higher bounce rate.
High bounce rate equals more of your cold emails heading to spam.
Before sending a single email, spend time assessing whether an email is valid or not. There are tools that help you clean lists in seconds.
Never send blasts. Never use email marketing tools for cold email outreach campaigns.
Spread out your cold emails. Between 200-500 emails per day is optimal.
Similar to the way athletes warm up before a game, email addresses also need to prepare too.
Email warm-up is a process that involves gradual increase of your sending volume. A warmed-up email address is one that has been sending and receiving messages as a real person would, when creating his/her email.
Best part, lemwarm does this automatically for you.
Cold email personalization is so much more than using just first and company names in your pitch. You should aim to make your cold email feel like a tailor-made suit or dress.
Nobody likes to receive copy/paste-ed generic emails, so there's no point in sending them. You will just waste both yours and your prospect's time for no apparent reason.
Here are three ways in which you will take your cold email game to the next level.