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Hacking	Cold	Emails
Tal	Atzmon
@talatzmon
About	Myself
Product	Manager
Startups	and	Enterprises
Lecturer
Startup	mentor &	advisor
We’re	going	to	talk	about
• How	to	find	relevant	companies,	contacts	
and	their	email	address
• Drafting	cold	emails
• Eff...
Defining	Cold	Email
Using	Cold	Email	will	help	you
- Get	initial	feedback	– is	your	product	
worth	building?
- Acquire	first	customers
B2C	products Established	products
Cold	emails	are	not	effective	with
B2B	products Innovation
Cold	emails	are	efficient	with
Finding	relevant	companies
Mapme.com
VC	Portfolio
Competitor’s	customers
Just	Google	it…
Finding	relevant	contacts
Linkedin
Crunchbase
The	Team
Finding	email	addresses
FindThatLead
Email	Hunter
rapportive
emailgenerator.io
The	catch	with	rapportive
emails4corporations.com
mailtester.com
Email	Checker
What	is	I	still	don’t	find	it?
• Google	“@domain”
• Google	the	prospect	name	and	review	the	results
• look	for	blog	posts
...
Drafting	Cold	Emails
Keep	it	short
Be	specific
Make	it	personal
Spotting	a	
bad	email
Spotting	a	
bad	email
Attention,	Interest,	Desire,	Action
Best	Practices
• Subject	line Be	specific	and	to	the	point.
Limit	to	no	more	than	50	
characters.
“John,	I	would	love	to	m...
Best	Practices
• Subject	line
• Keep	the	email	short
No	more	than	4-6	sentences
Best	Practices
• Subject	line
• Keep	the	email	short
• Use	the	recipient’s	first	name
“Hello,”
vs.	
“Hi	John,”
Best	Practices
• Subject	line
• Keep	the	email	short
• Use	the	recipient’s	first	name
• Short	introduction
A	long	intro	ma...
Best	Practices
• Subject	line
• Keep	the	email	short
• Use	the	recipient’s	first	name
• Short	introduction
• Make	it	perso...
Best	Practices
• Subject	line
• Keep	the	email	short
• Use	the	recipient’s	first	name
• Short	introduction
• Make	it	perso...
Best	Practices
• Subject	line
• Keep	the	email	short
• Use	the	recipient’s	first	name
• Short	introduction
• Make	it	perso...
Best	Practices
• Subject	line
• Keep	the	email	short
• Use	the	recipient’s	first	name
• Short	introduction
• Make	it	perso...
[name],	would	love	to	get	your	feedback
Hi	[name],
It’s	nice	to	e-meet	you.
I	was	referred	to	you	by	[name],	who	said	you	...
How	can	you	improve	your	emails?
Track	each	email	you	send
Why	I	don’t	send	emails	via	LinkedIn
• Limited	number	of	InMails,	including	in	Premium	(15	Inmails)
• No	Analytics!	”If	yo...
Mailtrack.io
bananatag
Open	rate	vs.	Clickthrough rate
• Open	rate	- The	percentage	of people	opening	your	emails
But	open	rate	can	be a	misleadi...
Effective	Follow-up
Why	is	it	important	to	follow-up?
• Statistically,	follow-up	gets	a	higher	response	rate	than	the	
original	email
• Expect...
Best	practices
• Email	analytics	helps	having	an	effective	follow	up	and	
increases	response	rate
• The	follow	up	email	sh...
Posts	that	inspired	me
There	are	many	blog	posts	&	best	practices	online
• The	cold	emails	that	got	me	meetings	at	Twitter...
Thank	You
@talatzmon
Hacking Cold Emails
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Hacking Cold Emails

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Whether you're in a startup or a large enterprise, there are often situations where you may need to reach out and discuss with customers. If you know the customer in person, it's going to be an easy process, but what do you do if you have to reach someone you don't know?
In this presentation I will walk you through the process of:
- How to find relevant companies
- How to find contacts in the company
- Best practices on how to draft a 'cold email'

Published in: Marketing
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Hacking Cold Emails

  1. 1. Hacking Cold Emails Tal Atzmon @talatzmon
  2. 2. About Myself Product Manager Startups and Enterprises Lecturer Startup mentor & advisor
  3. 3. We’re going to talk about • How to find relevant companies, contacts and their email address • Drafting cold emails • Effective follow-up
  4. 4. Defining Cold Email
  5. 5. Using Cold Email will help you - Get initial feedback – is your product worth building? - Acquire first customers
  6. 6. B2C products Established products Cold emails are not effective with
  7. 7. B2B products Innovation Cold emails are efficient with
  8. 8. Finding relevant companies
  9. 9. Mapme.com
  10. 10. VC Portfolio
  11. 11. Competitor’s customers
  12. 12. Just Google it…
  13. 13. Finding relevant contacts
  14. 14. Linkedin
  15. 15. Crunchbase
  16. 16. The Team
  17. 17. Finding email addresses
  18. 18. FindThatLead
  19. 19. Email Hunter
  20. 20. rapportive
  21. 21. emailgenerator.io
  22. 22. The catch with rapportive
  23. 23. emails4corporations.com
  24. 24. mailtester.com
  25. 25. Email Checker
  26. 26. What is I still don’t find it? • Google “@domain” • Google the prospect name and review the results • look for blog posts • look for YouTube videos • look for SlideShare slides • look for github projects • look for tweets (see the next section) • Active on social media? • Find another contact • Move on…
  27. 27. Drafting Cold Emails Keep it short Be specific Make it personal
  28. 28. Spotting a bad email
  29. 29. Spotting a bad email
  30. 30. Attention, Interest, Desire, Action
  31. 31. Best Practices • Subject line Be specific and to the point. Limit to no more than 50 characters. “John, I would love to meet you”
  32. 32. Best Practices • Subject line • Keep the email short No more than 4-6 sentences
  33. 33. Best Practices • Subject line • Keep the email short • Use the recipient’s first name “Hello,” vs. “Hi John,”
  34. 34. Best Practices • Subject line • Keep the email short • Use the recipient’s first name • Short introduction A long intro makes your email harder to read and it makes it sound like spam
  35. 35. Best Practices • Subject line • Keep the email short • Use the recipient’s first name • Short introduction • Make it personal Mention someone you both know. Flatter (if it makes sense). Refer to something they wrote (blog).
  36. 36. Best Practices • Subject line • Keep the email short • Use the recipient’s first name • Short introduction • Make it personal • Links Links are better than attachments. It’s also important for analytics (we’ll see later why)
  37. 37. Best Practices • Subject line • Keep the email short • Use the recipient’s first name • Short introduction • Make it personal • Links • Be specific with what you need “I would love to meet you for a short (20-30min) interview” works better than “Please let me know what do you think”
  38. 38. Best Practices • Subject line • Keep the email short • Use the recipient’s first name • Short introduction • Make it personal • Links • Be specific with what you need • Clear call-to-action “Would Thursday 3 PM work for you?” works better than “Please let me when will you be available”
  39. 39. [name], would love to get your feedback Hi [name], It’s nice to e-meet you. I was referred to you by [name], who said you are expert in [specific domain]. or I recently read your blog post about [subject] and it seems like you’re an expert in this domain. We’re currently working on a [service description 4-6 words] designed for [describe the segment]. But before getting too far ahead of ourselves, we wanted to make sure other customers share these problems and see whether this was a product worth building. For that purpose, I would love to have a short interview (30-45 minutes) to help me understand your current workflow. Does sometime this week (e.g. Thursday 3 PM) work for you? I‘m not selling anything, just looking for your advice. Thanks, [name] [title] [company] [social links] Cold email template
  40. 40. How can you improve your emails?
  41. 41. Track each email you send
  42. 42. Why I don’t send emails via LinkedIn • Limited number of InMails, including in Premium (15 Inmails) • No Analytics! ”If you can measure it, you can improve it”
  43. 43. Mailtrack.io
  44. 44. bananatag
  45. 45. Open rate vs. Clickthrough rate • Open rate - The percentage of people opening your emails But open rate can be a misleading metric… It’s counted when the images load in the recipient's email But what if someone doesn't allow images to load by default? • Instead, look at the Clickthrough rate Know how many people are opening and clicking on your email Better understand how many people are interested enough in your content that they want to engage with your company further
  46. 46. Effective Follow-up
  47. 47. Why is it important to follow-up? • Statistically, follow-up gets a higher response rate than the original email • Expect 2-3% response rate on your 1st connection • You’re reaching out to Humans with a different agenda • Your goal is to keep your name fresh in their minds • If a prospect never reply, it’s NOT over
  48. 48. Best practices • Email analytics helps having an effective follow up and increases response rate • The follow up email should be shorter than the original • DON’T follow up with attachments or links • Personal follow up shows that your email was not a spam • DON’T CC anyone
  49. 49. Posts that inspired me There are many blog posts & best practices online • The cold emails that got me meetings at Twitter, LinkedIn & GitHub / Iris Shoor • 6 Steps to Writing Great Cold Emails​​ / Noah Kagan • How to Cold Email Prospects • 6 Mistakes That Are Ruining Your Follow-Up Email​​​ • The 6 Email Marketing Metrics & KPIs You Should Be Tracking​ • 5 cold email templates that will generate warm leads for your sales team!
  50. 50. Thank You @talatzmon

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