Picture it. You’re out for a walk when you get a notification on your phone that you’ve got a new email. It’s just one of those random, unsolicited emails from some stranger that you’ve never heard of. Awkward!
How to respond? What will you say in this email?
Hopefully, you’ll just click on the email and get right to it. But if you’re really interested in getting in touch with this person, you’ll want to craft a compelling email. A cold email.
Why are cold emails so powerful?
Think about the last time you got a cold email. Chances are, you opened it right away. It was just what you were looking for. There was no hassle. You didn’t have to go through several drafts to get it right. You didn’t have to worry about how long it was going to take to write (and probably, email etiquette).
In a nutshell, cold emails save you time and energy. They let you bypass all the hoopla of social media and get right to the point. Plus, they’re easy to write and send.
What if you’re not good at coming up with ideas on your own?
The best way to become a good cold email copywriter is by learning from the best. That’s why I’ve compiled a list of top tips on how to write a cold email.
Make It Short
There’s no need to write a novel. Make it short and snappy. Like the brief instant messaging style commonly referred to as ‘texting’.
How can you make a good short cold email?
Well, for starters, you don’t need to write a whole lot of text. Think of it like a text message. You get the point and you move on.
Shorter emails are usually more effective. Especially when it comes to getting a response.
Include Keywords
Words matter. The more you include the keywords, the more you’ll get found. Remember, cold emails are just like search engine marketing (SEM) or search engine optimization (SEO). You’re trying to push your content to the top of the funnel so that you can drive as much business to your website as possible. So, it’s essential that you include the right keywords in your email.
To that end, you can use free tools like Google Keyword Planner or the Keyword Tool from WordPress to find the most appropriate keywords for your content.
Make It Actionable
What do you want the reader to do after they’ve read your email? Ideally, you want them to take some sort of action. Whether that’s signing up for your newsletter, booking a consultation with you, or applying for a job, your email should lead them to a landing page or some other sort of action.
On the surface, making your email actionable may seem like a tall order. But, if you think about it, most marketing emails are not very actionable. They typically begin with some form of a greeting and follow with an ask (e.g., ‘Would you like to try our new product?’). Then, there’s usually a list of features or benefits (e.g., ‘Luxee Flexi Blocks let you create any number of customized spaces, perfect for getting things done’).
To make your email stand out, you need to lead the reader down a path to action. Maybe you’ll ask a question, offer a discount, or encourage them to sign up for your newsletter.
Avoid Clichés
‘Clichés’ are phrases or words that have been overused in popular culture that are now considered standard. For example, the phrase ‘brazen indifference’ has become so overused that it has lost all meaning. When used in an email, overusing clichés can turn off your reader. It will make your email seem like you’re trying too hard.
Instead of saying ‘brazen indifference’, try using an unfamiliar metaphor or simile. It will make your email seem more original and help it stand out.
Formatting Is Key
A major aspect of your email’s readability is its formatting. When you have a clean and easy-to-follow format, your reader will be able to navigate your email easily and get the information they need without having to pause or look back and forth between different emails. Consider using a consistent color scheme and a bold typeface for headings and subheadings. If you have more than one email in a row that use the same format, it can become very tedious for the reader.
Check Your Grammar And Spelling
Grammar and spelling can be the difference between a sparkling email and something that’s barely passable. Before you hit ‘send’, run your email through a spelling and grammar check tool like Grammarly or Stylebot. It will highlight any errors in your email and give you valuable tips on how to improve its readability.
Don’t Forget The ‘Reply’ Button
If you want to ensure that your email gets through to the recipient, you need to hit ‘reply’ and follow up with a short message. Depending on the email service that you use, you may not need to enter a subject line. The reply function will prompt you to type a message (but don’t forget the ‘reply’ button). Make sure that you follow up with a short message even if you don’t get a reply right away. A lot of times, people won’t bother to reply when they’ve received a cold email. They’ll just delete it without reading it.
If possible, you should try to schedule a follow up contact either by phone or in person. Chances are, this person who received your cold email is not your only prospect. There are a lot of others out there that you need to reach. So, it’s not about shutting off those who you don’t need to hear from anymore. It’s about learning how to connect with more people.
Always Be Closing
Even though you want your email to be concise and to the point, you always need to have a closing statement, preferably a call to action. The last thing that a reader wants is to get stuck in a long email that ends without a clear direction.
Your closing statement should motivate the reader to take some sort of action. Maybe you’ll say ‘click here to continue’, ‘please visit our website’, or ‘here’s what happens next’.
Follow Up
Even if you get a response from your email, it doesn’t necessarily mean that your email will get you what you want. That’s why you have to follow up. Once you get the go ahead to pitch your email, you’ll need to follow up with a thank you email or phone call. Even after you’ve gotten what you wanted, followed up a couple times, and the engagement is no longer needed, you should stay in touch. Set up a calendar reminder to follow up in two weeks and ensure that you do.
When you write a cold email, it doesn’t mean that you’ll write the perfect email. It just means that you’ve got a new way to connect with potential clients. As you learn to become a better writer, you’ll learn to craft a compelling message that will compel your reader to take action.