The email channel is one of the primary ways B2B marketers are connecting to potential business clients. There are distinct differences with sending cold B2B emails verse warm emails. Cold emails are when there is no prior relationship between the respondent and the sender. Warm emails are when there has been some sort of contact via the telephone, direct mail, or social media.
Here are the Top 8 Must Do’s when sending cold B2B Emails;
- Personalization – You must include the recipients name – First Name and/or Last Name somewhere in the email. Most email broadcast systems allow you to insert the recipients name somewhere in the email. The best place is at the start of your message ie Dear Andrew.. or their name can be added in the sender area where their email address goes ie To: Andrew. Use your personal email address in the From field and if the email is in a letter format then sign off with your name and details in the signature. If you can add a photo of yourself – even better. Many companies are including personal videos. The importance of this is that you are showing the recipient you are a real person.
- Do your research on who you are sending the email to. You must target your message tightly. If you are wanting to contact CFO’s from the major retail industry your writing tone will be different than talking to Social Media Managers. The subject line should reflect this.
- Offer Value. What value does your service or offer have for the client?
- Sound Credible. Are you an expert in your field or just a Sales person trying to sell stuff?
- Focus on Benefits v Features. What’s in it for the customer? How will it benefit their company?
- Track the email and links. How many emails were opened? Did people click on your links to your website, free white paper, landing page etc. Those who clicked the links can be resent another email with further information.
- Don’t try and sell anything. The purpose of a cold email is to open a dialogue,or get an appointment. You will never sell anything in a B2B cold email.
- Must have a call to action. ie request an appointment, telephone hookup, download white paper etc.
Most importantly your email must give off the feeling of trying to start a long term relationship with the prospect – not just a quick hard sell.