Ah cold emails, don’t you just love them?
Sending hundreds and hundreds, often with very little success so it’s no wonder why many people get the feeling that it’s not even worth the effort.
Hold fast! It is still very much worth the effort and you can indeed experience some more success, it’s just a simple case of refining your approach.
We understand that most people simply delete our emails, whereas a selected few may offer a blunt one-line response. Something along the lines of: “Thank you, but we are very happy with our current provider.”
Fair enough, it’s hard to argue with that. But what if there were a way around it?
It’s time to start reading minds. And we’re not talking about the hocus pocus psychic nonsense.
We’re talking about using tried-and-tested “mind-reading” methods. Anticipating who they are, what their objections might be, and what it is that they want to hear.
If you are unable to handle the workload yourself why not look to outsource your customer communications to an external provider.
A company such as OracleCMS contact centre will definitely have the staff in-house who are ready to deliver successful campaigns right from the word go.
Anticipating your audience’s needs without a crystal ball
After a while of pitching to your prospects every day, you will begin to learn how they think. You will notice a pattern in their responses and the type of language that is used. You should then embrace this new information and find a way to filter it into your pitch. Here’s an example of how that might look:
We have recently been working on a new [insert short and snappy pitch here]. I’m sure that you are already satisfied with your current vendor, but there’s a reason why I decided to contact you today.
Certainly, this isn’t a guaranteed win you a new client every single time; however, by adopting this simple mind-reading technique, they will continue reading your email at the very least. It’s a foot in the door.
They will ask the question: “Why would they still contact me; even though they know that I am already happy with my current solutions?” They might start to wonder…what if this company truly has something different to offer?
Reading minds is the first step – the pitch is something else entirely
In order to differentiate yourself from the competition, and the hundreds of other emails that your target audience will receive, you need to provide value. This means having a solid opening introduction, followed by a bullet-proof pitch. Perhaps try working something like this into your email:
We have worked with a number of reputable companies just like yours. Once they realized what we could do for their business, they chose to make the switch and work with us. When we noticed this pattern emerging, we decided that we had to reach out to more companies with a solution in place in order to demonstrate the fact that there is a much better alternative in the market.
This shows that you anticipate that they are likely already satisfied with what they have but are so confident in your ability to provide better that you contacted them in any case. It doesn’t work on every occasion, but at the very least it might pique their interest and make them want to explore your services further.
Use their humanity to your advantage
What is the most off-putting thing about receiving cold emails? For us, it’s the fact that most of the emails read as though they were written by robots. There’s no emotion in them. Often, little effort is put into tailor each email to the individual. Yes, it would simply be far too time-consuming to personalize every single email that you send out. However, it is possible to make them sound a little more genuine at the very least. Take this as an example of how you might grab the reader’s attention:
I know that you’ll receive countless emails from agencies like ours on a daily basis and that by now you’re hovering over the delete button. All I ask is that you please give me a few more sentences before making that decision and moving on with your day.
Notice how the sender is appealing to the recipient’s humanity? It says: “I know you’re busy, I appreciate your frustration with these emails, I’m asking for a quick favour.” It isn’t guaranteed to work every time, but most people will read and think: “Fair enough, you’ve been honest and empathetic, let’s hear what you have to say.”
If you follow that up with a very strong and well-researched pitch that is relevant to the prospect, there’s a good chance that they might buy.
Aim to keep it relatively brief
Another thing about understanding the reader, is that people don’t have time to spend reading 500 words of information in an email. Or rather, they don’t want to! Try to keep your pitch as brief, and yet informative as possible. Pay attention to how you structure your work as well. Bullet points are always an attractive way of presenting your information. Why?
- Because it’s easier to separate your points
- The eye doesn’t have to work as hard to digest the information provided
- It looks clean and tidy
These little psychological tips & tricks will certainly help you increase the response rate for your emails. If you continue to refine your approach and take your respondents objections into consideration when adjusting your emails, you should be able to craft a near-perfect pitch.
Writing and sending cold emails is a thankless job that can often feel like a waste of time. It’s hard work! And the main reason is because it often feels “dirty” sending the types of emails that we ourselves don’t like to receive. Which is why it’s so important to pay close attention to your prospects. Address their objections because they have them, and you will come across as much more of a mind reader, as opposed to being just another cold email for the trash.