Cold emailing is a numbers games, expect to send around 100 weekly to receive only a few responses. One of the things I like to do is save cold emails that do the impossible – make me click on the link or hit reply. You and I are in sales, it’s VERY difficult to sell a salesman! If someone has created a cold email you reply to – it’s a statistical anomaly that needs to be studied. Save these precious emails and use them as a template for your own cold emails! Here are some tips to building your cold calling emails.
Tip 1: Subject line. You’ll be able to tell if your subject line is good or not by the open rates. A poor open rate means it’s time to change your subject. Weirdly, some of the best open rates are 3-4 words. A person’s name or company also has high open rates. Some examples may be: “John, Increase Tenant Retention” “PNG Investments – Properties Available” or “Katy, Tour New Offices”.
Tip 2: Don’t introduce yourself! I hit delete the moment I see “My name is Joseph and I own a SEO firm…” I already suspect what he wants and I’m moving on.
Tip #3: Open with a pain point. This doesn’t have to be something that’s thrown in their face. Address a pain point that someone else is feeling. The subtle cue is that you’re the savior for a similar company with a similar problem.
“I just came across <COMPANY> while working on reducing office vacancies with a new client.”
“I noticed <COMPANY> while touring retail space with a client looking for higher traffic areas.”
“I found <COMPANY> while working on multifamily investment portfolios with a new client.”
Tip #4: I know you. This is where you’ll mention that you’re aware of their needs because their needs are similar to other clients.
“<NAME>, it seems <COMPANY> shares some similarities with a few of our clients.”
If you’re going for a more personal touch, research exactly what they do to prove you’ve done some research:
“It looks like your portfolio is mainly retail buildings. From the outside, your portfolio shares some similarities with many of my clients.”
Tip #5: Show how the pain point is resolved. Using numbers is a big hit.
“Recently, we filled office vacancies for a client generating $516,330 in revenue over the next year — and used this strategy to fill vacancies for his retail properties as well.”
“I recently helped a client find a better location for their retail space and increased instore traffic by 50%.”
“Recently, I helped diversify a multifamily investment portfolio to include 3 retail and 2 industrial properties.”
Tip #6: A call-to-action. If you don’t close with a clear request, people don’t know what you want. Also, response rates are higher when you close with a question.
“You open to having a quick chat?”
“See my <ARTICLE ABOUT PAIN POINT>. Does this article help answer any of your questions?”
“Does your investment portfolio need to generate more income?”
Tip #7: Too Salesy? If you sit back and look at the cold email and wonder, “Is this too salesy?” …It is. Throw it out and start again! Think of this as a client requesting that you write to his friend. It’s a referral, but you’ve never spoken before this email. It’s best to keep things simple and brief.