How To Convert Customers With Cold Emails

Name: How To Convert Customers With Cold Emails
Uploaded: 2024-09-12T17:00:09.000Z
Duration: 1 h 4 min 46 s

How to Write Cold Emails That Convert

The Importance of Warm Introductions

A warm introduction is the most effective way to get responses to cold emails, with a conversion rate two to three times higher than regular cold emails.

Utilize your network on platforms like LinkedIn, including friends, co-workers, and alumni networks, to find potential connections for warm intros.

While warm intros are ideal, many situations will require sending cold emails; this video focuses on strategies for both sales and networking purposes.

Mapping Out Your Funnel

Start by defining your goal; for sales contexts, it may be acquiring one new customer. Work backwards from this goal to build your email outreach funnel.

Understand typical conversion rates in your industry; for example, if you need 10 demos at a 10% conversion rate from demo to customer, you'll need 100 responses from emails sent.

To achieve those responses, calculate the number of emails needed based on open rates and response rates—this could mean sending up to 800 emails for one customer conversion.

Manual Outreach Before Automation

Initially focus on manually writing personalized emails rather than automating the process; this helps you learn what works best before scaling efforts.

The primary goal of initial outreach should not be closing a sale but rather moving prospects further down the funnel towards engagement or a demo.

Tracking and Measuring Conversion Rates

Continuously track and measure your conversion rates at each step of the funnel; understanding these metrics allows you to identify areas needing improvement.

Be aware that as you scale operations, conversion rates may decrease due to targeting less-than-ideal customers compared to early-stage outreach efforts.

Increasing Open Rates Through Targeting

Improve open rates significantly by better targeting your audience; sending fewer targeted emails can yield higher engagement than mass untargeted campaigns.

Email Outreach Strategies

Importance of Email Presentation

The sender's name should be personal rather than corporate to enhance the human touch in email communication.

Subject lines should be concise and relevant, avoiding overly salesy language; examples include friendly inquiries or simple greetings.

Choosing the Right Communication Channel

Email is generally more effective for outreach compared to LinkedIn, which can feel spammy for some users.

Text messaging can be very personal but should only be used with prior consent to avoid privacy invasions.

Finding Contact Information

To find someone's email, consider asking mutual connections or checking their blog/website where they may list contact details.

Tools like LinkedIn Sales Navigator and guessing based on company email formats can also help locate emails effectively.

Building Your Brand Early On

In the early stages of a startup, your personal brand is crucial as it represents trust and reliability more than the company brand itself.

Personalization in outreach efforts—like including your cell phone number—can significantly enhance engagement and show commitment to potential partners.

Principles of Effective Email Copy

Focused Goals

Emails should have a single clear goal (e.g., getting a response or an introduction), as multiple asks can overwhelm recipients.

Human Touch in Communication

Use emotional language and informal greetings to make emails feel more personal; avoid robotic tones that lack warmth.

Creativity in Engagement

Personalized Email Strategies

Importance of Personalization in Emails

The speaker emphasizes the significance of personalized communication, noting that it creates a sense of connection and care rather than appearing as spam.

Writing emails should mimic casual conversation with friends, avoiding generic templates filled with placeholders for names or companies.

Instead of using automated tools, it's recommended to write emails as if addressing a specific individual, enhancing personal touch.

Techniques for Crafting Effective Emails

After composing an email, reading it aloud can help identify awkward phrasing; if something feels uncomfortable to say out loud, it likely needs revision.

Personalization is crucial; using someone's name makes the email feel tailored. Generic greetings like "Hi there" lack impact compared to "Hey Aaron."

Specificity in personalization matters; mentioning unique experiences or insights about the recipient's work shows genuine interest and research.

Building Connections Through Commonalities

Finding "uncommon commonalities"—unique shared experiences—can foster deeper connections. This requires thorough research on the recipient.

Mentioning shared educational backgrounds or experiences can create rapport and encourage engagement from the recipient.

Keeping Emails Concise and Credible

Short emails are more likely to be read and responded to quickly. Long texts may lead recipients to archive or delete them without response.

Establishing credibility is essential; mentioning affiliations (like YC), notable past employers, or well-known customers can enhance trustworthiness.

Focusing on the Reader's Perspective

Effective Email Strategies

Understanding User Problems

Emphasize personal experience with the problem you are solving; sharing your journey can create a deeper connection with users.

Users appreciate when they feel understood; this encourages them to share their challenges, fostering collaboration in finding solutions.

Using User Language

Utilize the exact phrases that users use to describe your company; this language resonates more effectively with potential customers.

Avoid making demands in emails; respect the recipient's time and space, as it increases the likelihood of a response.

Clear Calls to Action

Conclude emails with a clear call to action, specifying what you want the recipient to do next (e.g., reply, click a link).

Make your call to action stand out by placing it in its own paragraph for better visibility and comprehension.

Principles of Effective Email Copy

Follow seven principles: focus on specific goals, be human and personable, keep it concise, establish credibility, prioritize the reader’s perspective, and include a clear call to action.

Implementing these principles can elevate your emails into the top 5% of all sent emails, making them hard for recipients to ignore.

Persistence vs. Annoyance

Recognize that one email may not suffice due to busy schedules; plan for multiple follow-ups while maintaining respect for boundaries.

Creativity in follow-ups can capture attention (e.g., using engaging subject lines or unique approaches), but avoid frustration if responses are delayed.

Analyzing Ineffective Emails

Review examples of ineffective emails; lack of personalization and targeting can lead to poor engagement (e.g., irrelevant service offers).

Example Critique 1

A poorly targeted email offering shipping services was irrelevant since the recipient sold digital products. This highlights the importance of audience understanding.

Example Critique 2

Understanding Effective Email Communication

The Pitfalls of Spam Emails

The speaker describes receiving spam emails, emphasizing the frustration of being added to unsolicited lists and the responsibility placed on the recipient to unsubscribe.

An example email from a freelancer highlights poor communication; it focuses solely on the sender's qualifications rather than addressing the recipient's needs or interests.

The critique centers around self-centered messaging, where the email is filled with "I" statements, failing to engage or offer value to the recipient.

Characteristics of Successful Outreach

Engaging Subject Lines and Personalization

A successful LinkedIn message begins with a relatable subject line ("go turps") that establishes common ground between sender and recipient.

The sender shares personal experiences related to their education, creating an immediate connection and context for their outreach.

Building Credibility

Mentioning past employment at Google adds credibility, suggesting expertise in engineering and increasing trustworthiness in their request for feedback on a project.

The clear call-to-action invites the recipient to share their email for further communication, making it easy for them to respond positively.

Crafting Personalized Messages

Example of Effective Communication

The speaker shares an email they wrote while launching Creative Market. It invites designers to join early access while seeking feedback, demonstrating a collaborative approach.

Use of informal language and emojis creates a friendly tone, making recipients feel valued rather than just another name on a list.

Exclusivity as a Strategy

Phrases like "handpicked sellers only" create an exclusive atmosphere that encourages engagement by making recipients feel special about being chosen.

Case Study: Improving Email Outreach Strategies

Initial Ineffective Approach

An initial outreach email from a company selling smoothie machines lacks clarity regarding benefits for potential clients; it focuses too much on their goals instead of what recipients gain.

Revised Strategy

Smoothie Strategy for Business Growth

Leveraging Free Offerings to Gain Entry

The idea of offering free smoothies to teams is presented as an effective strategy to gain initial access and build relationships with potential clients.

This approach is described as a "no-brainer" for recipients, making it easier for businesses to engage with new prospects.

Manual Outreach Before Automation

Founders are advised to focus on manual outreach initially, emphasizing the importance of personal engagement over automation in the early stages of customer acquisition.

It’s recommended that if cold emailing is part of the growth strategy, significant time should be dedicated daily to perfect this process before considering automation.

Importance of Tracking and Measuring

Emphasis is placed on tracking conversion rates at each step of the sales funnel, identifying drop-off points, and focusing efforts on improving these areas.

Founders sending emails personally are likely to be taken more seriously by potential clients compared to automated messages or those sent by less senior team members.

Commitment to Consistent Effort