The cold email is our century’s version of the cold call. Like a cold call, the same trepidation and confusion can stifle the efficacy of your cold emails. But as with any marketing emails, there is a formula that you can use to ensure that your emails are well-received and actually result in better connections and better sales, in the long run. While some people will still swear by the “intro” formula, many business, especially small businesses that do not have the connections they need in order to make intros work properly, are finding that the right cold email can work just as well, if not better, than an intro. If you are looking to improve your marketing emails or the efficacy of your cold emails, we have the ultimate guide.
Set up a system to record who you’ve contacted, at which email address, with which marketing email, and when.
This can be as simple as an excel spreadsheet. The key is to have a record that you can refer back to on a regular basis, first to ensure that you are not emailing the same person over and over, and second, to send out follow-up emails. If you are going to opt for a spreadsheet, make it clean and navigable.
Excel has plenty of tools that make it easy to sort alphabetically, by the date the email was sent, or by the date the follow-up email needs to be sent. Because this is fairly low-tech, however, it will not provide you with reminders. You will have to stay on top of your own follow-up schedule, and because you usually need to wait a couple of days before sending through the follow-up, this can be difficult to stay on top of without a reminder system.
There are plenty of other online tools that you can use to use to remind you to send out emails, but we will get to those in a later section. Even making a simple list of names and addresses, so that you have a record of who has been contacted and who hasn’t and the address you have used to get in touch with them. Organization is key, as the last thing you want to do is bombard a recipient with emails. Getting on top of and staying on top of your system will also help you track your response. Don’t guess—know.
It is also a good way, if you are sending out different types or styles of cold emails to different recipients, to measure and analyze which are working and which aren’t. Though you don’t want to go crazy with A/B testing, it is good to look at what works and what doesn’t and how you can improve your marketing emails.