Digital marketing strategies are used by just about every brand. With lockdown restrictions soon to be relaxed, many want to know how to gain the most from their digital marketing budget. Whilst delivering the highest return. If you’re a business owner maybe you’re wondering how can you can reach your target audience through the use of email? Or perhaps you want to know how you can incorporate email into your digital marketing strategy to complement other channels. In his blog edition, we will go over all this and more to help you understand the value of email marketing in 2020 still exists and which tools you have at your disposal to make it work for you.

What is a cold email?

By definition, cold emailing is “an initial e-mail that is sent to a receiver in order to gain a benefit in terms of favor, sales, opportunity or any other dual-sided gain”. To put it simply, cold emailing refers to an email to a person that you do not know. Typically relevant offers are sent to target audiences where no prior relationship with the recipient has been established.

When a cold email is executed correctly, it can lead to the start of a conversation thus potentially lead to sales. Be mindful as any mistakes or wrong practices can cause your emails to be marked as SPAM.

The most efficient strategy to achieving the best outcome with cold email marketing is to have a low and slow cold email campaign running at all times. Try targeting a few potential clients each day from your target audience. This strategy will also help in reducing your chances of the mail being sent straight to spam.

Keep in mind that if you want your cold email to be successful, you’ll want to ensure you have quality leads, cleverly created and relevant content, and the right technology.

How to write your email

Always have in mind that the audience your contacting does not know you and is probably busy. Consider this before you start writing your emails as you will want them to be clear, specific, and actionable. Otherwise, your open and reply rates may suffer.

Tip #1 of cold emailing: Don’t be misleading.

Be honest, you are cold emailing. Your prospect should at least know that. Leave the “tricks” people use to get a conversation started such as insinuating you know them “through a mutual friend” or starting your email subject with “re: Your account Needs Updating…”. Yes, people may click on the email fast but you will head straight into spam complaints.

Tip #2 of cold emailing: Honor the prospect’s time

Short, clear and to the point emails honor the prospect’s time. Let them be removed from email follow-up easily by having this option at the bottom of your email. You want prospects to voluntarily be open to hearing what you have to say as well as the option to opt-out.

Rule #3 of cold emailing: Provide a clear call to action

Again, keep it simple. What do you want the prospect to do? Do you want them just to reply back to you in order to have a conversation? Perhaps you want them to share the name and email of the appropriate person in the organisation for you to contact. Whatever the case may be, give them away to “complete” the email quickly.

Tip #5 of cold emailing: Be conversational.

If you want your emails to get read, make them sound like they came from a real person. Don’t overuse technical language, or be too formal. Keep it conversational and keep it short.

When you factor in the cost of other paid advertising or attending an event to the network to gather leads.  Cold emailing can be very inexpensive! As long as you stay committed to providing the best experience you can for those you’re emailing, you’ll be able to build real relationships that can turn into high-value and long-term clients.

If you need help creating and designing an email campaign for your business, get in touch with CFM today. We have worked on hundreds of email campaigns. All of which we have created clear, engaging content and also manage tracking and delivery reports of the emails that are sent to prospective clients. Feel free to get in touch today to let us know if you have a custom email marketing campaign in mind.

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