If you are a Startup, Small business, or Professional with a small network, and don’t have a lot of capital to spend on paid marketing, what do you do? Try Cold Emailing. Well, Targeted Cold Emailing that is. Targeted Cold Emailing can be a very effective and low cost marketing channel that you may be overlooking.
I used to work in Digital Ad Sales where I did not have any contacts, marketing budget, or idea how to properly market myself to potential customers. I had to get savvy with the cold emailing prospects or I was not going to get the attention of anyone fast enough. Below are some great cold email tools and tactics that helped me.
There are many helpful email tools today to help you with researching and tracking prospects. Here are a few I like:
- Gmail – For sending emails, use Gmail. In order to get the most out of Gmail you need to use it with the Chrome Web Browser, otherwise you will lose out on all the cool extensions I’m listing below.
- Rapportive – A Chrome extension that gives you rich contact information on the prospects you email. Type your prospects email address in the “TO:” form to surface contact information that list Social Media profiles that are attached to it. This was helpful for me to get context on a particular prospect. In addition, if I could not find a decision makers email address, I could “guess” it by typing in different email addresses. Once the right address is entered, the contact information will show up in the Rapportive Gmail widget.
- Yesware – Yesware allows you to track and automate your email prospecting. You can track when, where, what device, and how many times someone opened your email. This was super helpful for me, to know when a prospect interacted with my email. I then could follow up later with a call to interact with the prospect. Lastly, Yesware allows you to send scheduled emails, which is great for sending a batch of targeted emails.
- PersistIQ – For more serious Outbound Marketers, you may want to look into PersistIQ. PersistIQ is a Smart Drip Email Campaign Tool for Outbound Marketing. It will let you send Cold Email campaigns. It has a feature that will automate followups, that way you only send an email if a lead has not replied, then another email will be sent. Pretty neat. See PersistIQ video here.
The Targeted Cold Email Blueprint
I recommend you read How One Cold Email Landed Me A $15K Consulting Project and How I grew Sumo Jerky to $10,000 a month. These articles provide the basic blueprint of an effective cold email and how to build a targeted prospect list.
Real World Examples of Effective Cold Emails
Example #1 (Cold Email)
The story behind this cold email was from someone that read Jon’s (my twin brother) blog and wanted to introduce his product because he thought it would be of interest. The email was so thoughtful Jon shared it with five people. A great example of marketing where flattery and personalization can make a big impact, even it you don’t know the person. See example below.
Example #2 (Reactivation Cold Email)
The story behind this email was for Nick (my older brother) to reconnect with Wedding Planners that he had lost touch with over time. Nick is a DJ that charges $1,000 and up for Wedding and Event services. I told him to use the “give something to get something” tactic. In this example, we came up with an idea to give them a gift (it was a custom branded wine) to get them to take action (respond and schedule a time for Nick to drop off the gift). Nick ended up sending 30 of these emails. He got many responses and scheduled a dozen meetings from these emails, all this making Nick a quick $4,000 in Wedding and Events services sales. How’s that for ROI. The main insight from this is that Wedding Planners (or anyone really) might need your services, and reengaging them via email will get you back on their radar. A cold reactivation email can do wonders in this scenario.
Now you have the Targeted Cold Emailing Tools and Examples to go out and do some Outbound Marketing. If you enjoyed this article, signup for more to our Newsletter below.