In a hyper-digital world, it’s easy enough to overlook the power of email. Alas, to do so would be a mistake!
Revenue leaders in organizations of every size consistently cite email as one of the most effective tools in their arsenal. In fact, respondents in the HubSpot 2024 State of Marketing Report ranked email second overall among the channels with the highest and most dependable return on investment.
For sales consultants, cold emailing—the use of email as a prospecting tool—has been a mainstay of the trade for decades. But recently, the practice has been evolving. New techniques are being employed to capture the attention of audiences heavily distracted by hundreds of digital messages. There’s a much higher bar for personalized, valuable content! And with it, comes a renewed focus on the art of cold emailing.
In this blog, let’s take a closer look at the current state of cold emailing. Then, we’ll examine tips and best practices for improving engagement.
Why the Renewed Investment in Email?
Among the plethora of compelling channels and tactics available, why is email making a comeback?
First, when done right, it can be one of the most immediate and direct ways to connect one-to-one with a potential buyer.
Second, as a communication channel, it is purpose-built for context and nuance. It provides an opportunity to convey a lot of high-value information in a compact space.
Finally, it is cost efficient and measurable. Most companies are taking a closer look at budget priorities and emphasizing the need for return on investment. On a pure cost-to-value basis, email has proven staying power.
What Makes a Good Sales Email?
We’ve all received those unprompted emails that feel intrusive and overly familiar—even sometimes aggressive in tone. However, when done right, a skillfully crafted cold email stands apart from the often noisy and crowded landscape of digital advertising, social media, and video marketing.
In general, the best sales emails are conversational and focused on the opportunities, needs, and challenges of the recipient. And they always close with a clear, low-friction call-to-action, one the recipient feels compelled to follow through on, even if it’s in the form of a simple reply.
Cold Emailing Tips and Best Practices
Personalization is the linchpin of successful prospecting emails. This goes far beyond including the recipient’s name. Take it to the next level by conducting research to uncover industry trends and company information. Incorporate that info into the message to spark interest and demonstrate your authority and credibility in the recipient’s sector.
Always spend the time to craft a concise but compelling subject line. This maximizes the chances that your email will catch your prospect’s attention long enough for them to open it. Ensure that the body of the message is aligned to the subject line. This simple effort at ensuring narrative consistency is a subtle, but effective way to build rapport and trust with your audience.
Persistence is another critical element. Most cold email campaigns involve multiple touchpoints, delivered on a set cadence. Each follow-up should add value or provide new information. The sequencing of the messages in each email should follow a logical, straightforward progression, gradually building a sense of momentum and urgency.
With its track record of success and measurable return on investment, cold emailing is likely to remain a preferred tool for revenue professionals. The increasing availability of tools for simplifying automation and message personalization will only reinforce this trend in the coming years.
Looking for additional tips and support in honing your sales outreach? Let us know. We’d love to help.
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