Hold the Phone: What Is B2B Cold Email, & Why Is It Important?

Gary Wellington
|
June 2, 2017

Marketing comes in all different forms in today’s digital world. We’ve grown so accustomed to advertisements as a society that we immediately shrug off anything that doesn’t directly apply to our personalities or lifestyles.

Due to the abundance of advertisements, many consumers are quick to write off any email notification or newsletter from a valid source as “spammy” content. This is completely understandable given the manner that most companies execute their email marketing campaigns, but let’s discuss positive email marketing strategies.

B2B cold email is a commonly misinterpreted method for acquiring new customers. In fact, when done poorly, it is commonly mistaken as spam. However, we’ll cover the basics, advantages and the fine line between good and bad cold emails.

What Is a Cold Email?

Simply put, a cold email is a message sent to prospective client or customer with whom you’ve done no prior business. This may seem off-putting, but past business relationships prove just how beneficial this method can be. Additionally, don’t let the term interfere with your prior perception of “cold calls,” as cold emails are much less intrusive.

Important Defining Traits

The first thing anybody reads to determine the value of an email is the subject line. That said, let’s go over a few options for non-spammy cold email subject lines:

  • “Introduction: (Your company name)”
  • “Introduction: (Their company name)”
  • “Just reaching out, (company name)”
  • “Looking to connect with (company name)”
  • “(company name)”

As you can see from the examples above, B2B cold emails ought to appear highly personal at first glance. Unlike most spammy messages we receive, cold emails aren’t intended to be sent in bulk. This is one of the primary distinguishing traits between the two, and needs be blatantly obvious – it takes some trial and error to find one suitable to your company.

In addition to the subject line, your recipients will also be able to read a brief snippet of text without actually opening the email. As mentioned earlier, consumers are able to detect marketing copy, click-bait or spammy advertisements easier than you think. Knowing that, write in the same tone that you would while emailing a coworker.

Don’t make your prospective client work for your attention. Keep these messages short and get straight to the point to avoid losing them at the mere sight of a text-heavy marketing email.

For further engagement, considering asking a question tailored to the recipients industry or about their company specifically. Studies show that incorporating a simple question significantly increases your chances of seeing a response and more conversation down the road.

Even if your message is flawlessly crafted, subject line and all, the recipient just might not be interested. If this is the case, it’s perfectly okay, but give them an easy way out. Instead of the tedious, “click here to unsubscribe,” suggest they send a quick response mentioning that your service does not suit their company.

Why Are Cold Emails Important?

Cold emails offer insight to your amazing product or service to other companies that didn’t know you existed until you appeared when they need you most. You have the potential to be a saving grace with unmatchable convenience if you sell yourself correctly.

Adding a personal, sympathetic touch is a sure way to build lifelong relationships and network through your clients for further business. That said, do your research on any potential client or customer before sending to demonstrate your legitimacy.

While there are countless formulas that tell you exactly how to construct your cold email, interpret them as you will and find your own unique style. You must incorporate your product or service and how it will help the recipient directly, but make light of the situation and always offer a way out to avoid appearing desperate.

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