It takes work to write cold emails that people respond to. But it’s worth it when you start getting positive answers like „Hey, awesome email! Sure, let’s meet and talk more”. It’s not easy to achieve that, that’s why I’m going to show you what makes cold emails powerful.

1. COLD EMAIL BEST
PRACTICES THAT JUST
PLAIN WORK

2. GENERAL RULES

3. It doesn't make sense to send sales emails to
CEOs of 500+ companies, decision makers that
handle operations are a step below.

4. In a company with 1-50 employees, 9 out of 10
times the CEO makes all the decisions.

5. Even the best-written cold email, but sent to the
wrong person won’t produce any results.

6. THIS IS A GAME OF
NUMBERS

7. Measure the performance (open rates, response rates,
conversions) of cold email campaigns and iterate (try
different subject lines, value propositions, etc.) looking for
changes that improve stats.

8. You're aiming to achieve a scale of outreach where you
send a # of emails per period of time, which generate as
many responses (leads) as your sales reps can handle.

9. For example: you send 200 emails to your target group and
get 60 responses. From those, 30 are qualified
opportunities, 15 agree to a call and 4 convert to customers.
200 60 30 15 4

10. Persistence, regular outreach and a well-organised
process are keys to achieving results.

11. PERSONALIZE EMAILS

12. Startup teams speak a language of sarcasm, jokes
and memes, so you can be laid-back.

13. CEO’s and board members from old-school industries?
Not so much, tone it down, keep it official.

14. There are many small differences in what kind of
emails appeal the most to specialists in specific
markets.

15. For example: Scandinavian business-people like long
emails. Even though the general rule is to write short
& sweet emails, if the clients enjoy long essays - give
them long essays.
Dear Lorem Ipsum,
Vivamus molestie consequat libero, quis sagittis nisl suscipit et. Sed malesuada nisl ac risus
posuere tristique. Aliquam efficitur commodo dolor, et tempus sapien efficitur sit amet. Sed
consequat ultrices lorem vel egestas. Vivamus laoreet sed magna eu suscipit. Class aptent taciti
sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Proin vel lectus augue.
Proin interdum ante vel mi tincidunt, et viverra orci fringilla. Proin fringilla nisi et convallis lacinia.
Nunc at nulla ornare, accumsan risus sed, porttitor leo. Integer eget pulvinar augue. Vestibulum sit
amet finibus enim. Pellentesque vitae erat ac tortor luctus tempor quis quis tortor. Ut egestas
pharetra velit, a ullamcorper ipsum auctor quis.

16. Don't be afraid to break the rules and try writing
something different on a hunch - you have to test and
measure until you find the things that work and
generate a good email response-rate.

17. MAKE IT CONTEXTUAL,
NOT GENERAL

18. One of the best converting emails we've sent was mainly
a congratulation to CEO's of Deloitte Fast 50 companies.
4 of them (out of 50!) became our customers.

19. Don't use newsletter-style images and special text
formatting. You're building a relationship with personal
messages, not advertising a discount on khakis.
{{first name}}
I don't mean to interrupt, but I think you might be interested in
redesigns of your existing products to improve your sales performance.
We've done many projects like this for companies very similar to yours
- like {company1} and {company2} - click the links to check how it
went.
I'd really appreciate you telling me what you think about this. Could you
find 15 minutes on Monday for a Skype call?

20. FOLLOW-UP

21. It can take 1 email or 10 emails to get someone's attention.

22. It's only getting harder because everyone is swamped with
information, notifications, emails, offers, etc.

23. You have to follow-up a lot with additional value to get
someone's attention.

24. You will definitely get negative answers when you're
sending a lot of follow-ups. If it's a tiny percentage of
responses - carry on.
NO!

25. If it's becoming a bigger problem, you need to revise your
strategy - are you targeting a good group? Are your emails
short, concise and offer the biggest value from a client
point-of-view?

26. HOW TO WRITE
POWERFUL COLD EMAIL

27. S U B J E C T L I N E
S H O R T
N O F A L S E
P R O M I S E S
O N E H I G H L I G H T
O F T H E V A L U E
Y O U P R O V I D E
CRM with Twitter integration
for {company}

28. C O R E M E S S A G E
S I M P L E
G R E E T I N G
T H E Y H A V E G R E A T
C O M P A N Y , Y O U
W O U L D L I K E T O
T A L K A B O U T A
S P E C I F I C P A I N ,
B E C A U S E Y O U H A V E
A S O L U T I O N
Hi John,
I'm going to be direct, I found {{company}} on
Twitter and noticed your profile is very popular.
You must be wondering how to convert followers
into leads and {my_company} can help you do it.

29. C A L L T O A C T I O N
S T R O N G L Y
I N D I C A T E T H A T
Y O U W A N T
Y O U R N E X T S T E P
T O B E A
C A L L / M E E T I N G
D E F I N E H O W Y O U
W O U L D L I K E T O
C O N N E C T N E X T
T I M E
Do you have 15 minutes this week so we
could discuss your needs on Skype?

30. ORGANISE COLD
EMAIL OUTREACH
*DIY - ideally you would have a team of SDRs (Sales Development Representatives)

31. - Research and gather the data.
- Create and send emails.
In some cases - handle initial responses and set up a call
(in other cases SDRs immediately hand over responses to
Sales Reps, for them to qualify and work the lead)

32. Learn about setting up an SDR team for the first time
Your new clients are our goal!
CONTACT:

33. GET FREE EBOOK
RIGHT NOW!

34. WHAT WE DO

35. Say hello to the right customers and close new deals
for your company. We deliver perfectly targeted leads
right to your inbox.
Connect with decision makers from companies that
are most likely to need your services or products.
Pitch them with the support of an experienced
marketer. Help them discover your product or service.
Pick up the conversation - and close the deal.
CONTACT US!