Are you in the B2B business and want to attract new customers? Or maybe you have an interesting product or service, but you can’t reach your target group? Cold mailing actions can make your task easier. You may think it’s spam, but a lot depends on the strategy. If you do not create it, your efforts will be in vain and will be treated by recipients as spam.
Cold mailing is a tool used in marketing to attract potential customers via e-mail. Cold mailing is often the first step to establishing a relationship with a customer. That is why it is important to get the recipient interested in your product or service from the very beginning. Cold email is a personalized message and that is what makes it different from spam. If it is well prepared, it will not be ignored by the addressee.
Cold email can take many forms. However, they all have a common feature, which is the message construction.
The BAB type, i.e. before-after-bridge. It is a message formulated in such a way as to define the problem, present an ideal situation, and finally the way of solving it.
The PPP type, i.e. price-picture-push. In this type of message, you first acknowledge the recipient, then link your product to their business, and finally point out the benefits of using your offer.
The PAS type, i.e. problem-agitate-solve. This type is all about showing understanding of the recipient’s problem. You should then introduce your product or service and explain how it will solve the customer’s pain.
The AIDA type, i.e. attention-interest-action. At first, the message focuses attention on the recipient’s business to show that you have already worked with customers in that industry. This is followed by the benefits of collaboration, and finally a call to action.
The SSS type, i.e. star-story-solution. This is a cold mailing model that starts by showing your offer. The next step is storytelling. In the conclusion, we show the solution to the recipient’s problem.
Welcome message – is the first step in establishing contact with a potential customer, thus it must not be an advertisement of your product or service. Instead of sales language, use benefit language to describe your product. However, don’t just focus on presenting the benefits. Treat them as additional information. Make sure to personalize the message, express your willingness to learn about the recipient’s needs, and tell about yourself or your company in a few words.
Added value – after 3-4 days from the first email you can offer something for free to your recipients. This could be an e-book, a DIY tutorial, an invitation to a webinar. Think about it, there is definitely something you can do for free for a potential customer. If you can offer more, then send another value-added email after another 3-4 days.
Breaking email – if the recipient hasn’t responded to your messages or contacted you in any other way, write them an email expressing your understanding that they don’t need your product. At the same time, emphasize that they can always contact you. You can also include links to your social media where they can follow you or a link to sign up for your newsletter.
Before you start sending cold messages to acquire customers, you need to know the regulations related to personal data. These issues are regulated by GDPR. It turns out that you can’t send an email to every address found on a company website, especially if the purpose of message is to present commercial information. However, you can send a message in which you express your desire to make contact. You should also pay attention to choosing the right address. You should not send e-mails to addresses that include your full name in the address name. Therefore, sending messages to specific employees of a company is also inadvisable. It is best to choose addresses that are broad and do not contain personal information.