If you have a career in the copywriting business, you probably know how hard it is to send out cold emails.
Worry no more! We know how frustrating it is to put in all your effort to set up an appointment with a business that you know will benefit from your output, but they just won’t take the time to hear you out.
The main reason why your emails are getting deleted, ignored, or dumped straight into the spam box is that the receiver thinks it’s just another commercialized mass email.
You have probably heard of personalized email and how to use it for your benefit, but there is so much more to that when sending out cold emails.
Well, if you want your emails to get over a 56% raise in reading and response rate, we have all the juicy tips and tricks that we’ll be sharing here.
Read on to know more about the science of effective cold emails and how you can manipulate it to send out emails that get responses and have your clients making appointments within a speculated time.
With these tips and tricks, you will not only be able to pick the clients you want to work with, but you can also control the time frame for you to get a response.
Before we get to the main point, let us discuss the features of a cold email because it is crucial to understand the basic foundations to design an effective digital marketing campaign.
So What is a Cold Email?
Unlike a cold call, cold email isn’t just about sending unsolicited emails; it is an essential step to digital marketing that builds trust and a tool to help you establish your brand.
When you use cold emails to your advantage, it could help you gain sustainable traffic to your website and create organic leads.
For years, many copywriters have been using the science of persuasion and influence in their writing techniques to compel readers to read their emails.
Some work, some don’t.
However, with the writing techniques and tips given below, you will start finding compelling ways to persuade your readers to press that reply tab.
Are Cold Emails Effective?
With the right techniques, cold emails can be highly effective. Some of the benefits you could gain from sending cold emails are:
1. You Get to Choose Your Clients
Instead of randomly sending out emails to thousands of people who may or may not be interested in your service, you can pick business partners of your interest.
Making a list and researching on them makes it easier for personal branding and gives you a better perspective on your emailing strategy.
It also eliminates the pain of sending out thousands and receiving a single-digit response.
2. You Can Set a Time Limit
When you are persuasive with your writing, you can slip in a deadline for the reader to take action by stating that you are in demand, but you will make time for them.
That way, you can set a time frame, and they will be more motivated to take the offer before it is too late.
3. You Can Create Instant Connections
When you do your research before writing the email, you will learn important professional and personal facts about the client.
This technique can help you build rapport and possibly get you invited to participate in podcasts, be a regular guest blogger, or even partnering in hosting webinars with influencers.
4. Leave the Formalities on the Table
Unlike regular emails with a formal tone that sounds robotic and impersonal, cold emails let you speak to your readers in a friendly tone.
No matter how big a company is, or how professional the reader is, a friendly email is less intimidating and more refreshing than the WordPress chatbot.
5. You Can Be More Persistent and Persuasive
When you are the one looking for an investor or a partner, it is unlikely that they will be reaching out to you.
Instead, you can be the one in charge of getting their attention and offering them your capabilities. You can get more persuasive by being persistent with a follow-up email. That way, they at least remember you and maybe consider reading what you have sent.
6. It is Scalable
With Apps like Streaks, you can find out how many emails you sent were opened, and if they were read or not. You can collect these data and scale the effective emails from the ineffective ones.
You will also be able to find out who is slightly curious about what you are offering, and you can try to send them better emails again.
So How Do You Transform These Cold Emails to Boost Your Copywriting Business?
Read on for some of the most useful tips for copywriters when you are starting a copywriting business.
1. Add Something Relevant to the Reader
The first step to catching a reader’s attention is relevance, and that requires you to use a good subject line.
If your subject does not instantly ring a bell, your email will fail.
For example, if you are emailing Noah Kagan (founder of AppSumo and Sumo), go straight to the point on why you are contacting him and why you need to meet him.
It could be because you lost some money and you want to discuss how to improve their profit rate.
This will immediately pique his interest and continue reading to find out why you guys should have at least a year-end client meeting and how you are going to help him with details in email marketing.
Here’s a great example from Neil Patel:
For you to come up with a relevant subject line, you need to use these tricks:
- Personalization — Use the brand or company name or address by “Miss XYZ” or “Mister ABC” in the introduction. Your personalized message should include their names, problems they are facing, and solutions to reaching their goal.
- Compliment — A little compliment goes a long way. Make sure you acknowledge their recent achievements or a product launch that caught your interest. Make sincere compliments by presenting yourself in the position of a colleague and not someone superior or inferior.
- Frame your message — Since you are a copywriter, you should stay creative and focus on highlighting the main points when you frame your sentences. It should sound persuasive and personal with samples of your expertise but concentrating on one main point that gets responses. The other points can come up later.
- Using examples: Go through the testimonials on their page or find out someone’s feedback about them and mention that in your writing.
- Linking your offer to their business goals — Remember this: the purpose of all B2B interactions is:
- Increasing profit.
- Getting more clients.
- Reducing expenses.
- Growing the market.
- Look better than your competitors.
- Build a better impression.
Use these goals to tailor your message to the potential employer or business partner by setting similar goals with your offer. Put your message in such a way that it focuses on at least one of these goals.
This will show them that you care enough to have done your homework and that you are professional about your partnership.
2. Research the Reader
Researching is most crucial because there is no way of personalizing that email without knowing anything about them.
It could mean stalking their social media profile and using Google search, but make sure you get enough personal information before you map out your strategy.
Things you need to find out in your research include:
- Name of the reader.
- Job position.
- How long they’ve held the position.
- Recent accomplishments or news about them or the company (for compliments).
- Upcoming programs.
- Info related to your offer and their goals.
Where to do your research:
- Company name on Google search.
- About Reader on Google search, Facebook, LinkedIn, Twitter, etc..
- News on Forbes.
Use the information you get like this example:
- “Hi, Miss/Mister (name)….”
- Use salutation and then proceed to your point by mentioning how you found their website or company and mention positive aspects.
- Then, address an issue that you can fix.
- Next, mention your skill and expertise.
- Then set the CTA with a 10 to 15 minutes proposal.
- Sign off causally.
- Make sure you write these as specific and as brief as possible.
3. Follow Up
Successful businesses receive about 40 to a thousand emails per day, so yours probably got buried with the rest.
Follow up emails are one of the most persuasive methods to make sure that your clients receive the email. It is also a great way of making sure that you give them another try to reconsider their response. It also shows your determination and enthusiasm about contacting them.
One great example of a successful follow-up email is the salesmen from companies like Anymail. They send out at least 4 to 5 follow up emails and get 90% response after the third emails. This is because, by the third email, they start thinking it must be something relevant and consider responding!
Make sure that the points are easy to read and that it is tactful. You can send it after every 5 to 7 days without sounding too desperate. It takes patience, and you might not always get a positive response, but remember your brand.
Below is a sweet and simple follow up email.
Remember these main points in your follow up email:
- Don’t use more than three sentences to get to the point. Use short sentences that are easy to grasp and up to an end.
- Ensure that the Call to Action (CTA) to your follow up emails is the same as the first one.
- Do not use more than one question in your follow up email. Ask a question that is easy to answer or respond to.
- Focus on ensuring that the reader makes a call for consultancy or making a deal.
4. Email the Big Players
One of the biggest mistakes in cold emails is sending them to the wrong reader. Whether you are emailing about website development or investment banking, make sure that you know who is in charge of private equity and head straight for their inbox.
Some companies leave the emails to the assistants, who often consider it not important enough for the big players.
If you think your service is worth the attention, aim for the CEO, founder, or director of marketing, who wants the same thing as you, i.e. authenticity, recognition, improvement, and growth.
According to Dr. Robert Cialdini, personal and intrapersonal contact builds more pressure to say “yes” the next time. So try to suggest a short interaction over email, phone, or in person. Once they say yes to this, it will make it easier to talk about recruitment even if they don’t buy from you.
5. Improving Your Cold Email
a. Read Good and Bad emails for Inspiration
The only way to improve your emails is by paying attention to what you are sending and receiving back.
This is where you need to introspect as well. You learn to grow by not only correcting your own mistakes but also learning from what you receive. So pay attention to the email you are opening and deleting.
b. Sort into a Swipe File
Select all the emails that you feel are compelling and analyze the technique, language, and phrases so that you can use them too. Sort them into two swipe files for easy reference, especially if they are SEO friendly.
c. Collect What You Like
Ask what makes you immediately open and reply to emails from colleagues, friends, sales emails, and regular newsletters. What are the words that compel you not to procrastinate, and pay attention to the tone and how it triggers your emotions? When you find out the triggers, use the same technique to improve your drafts.
Key Takeaway for Using Cold Emails in Your Copywriting Career
Sending effective cold emails needs a lot of experience, analytic ability, persistence, and patience.
The reason it doesn’t work is that you are sending it to the wrong reader, or you are too scared to make a bold move, and you are not specific.
To make it an effective booster, cold email must:
- Be relevant to the reader’s interests, problems, and goals.
- Make sure you are persistent by sending follow up emails with the same CTA after the first email.
- Send email to the decision-makers instead of climbing your way from the bottom.
- Be tested. Set goals before creating templates so that you know what works and which doesn’t.
In conclusion, the fix to boost your marketing strategy through cold email is to sound like you have a lot to offer and make your content easy to respond to.
Whether you are emailing the CEO or the director, don’t be afraid to be persuasive and persistent.
Also remember that no matter how large a firm is, their goals and yours are the same.
So frame your email in such a way that you are impressed by it too.
The key is being specific, relatable, and useful.
Once you consistently use these techniques, you will be making substantial deals quicker than you expect.