Everyone who is engaged in outreach wants to learn better ways to get outreach targets to always open and even act on their emails. The truth is, every prospect is different, so there’s no guarantee that one best practice will work above all others. What you can do to build trust with cold prospects is be honest and provide real value in every email interaction you have with them.
Here is a Cold Email template (and analysis) that works really well:
Hi <Outreach Target>,
By addressing the outreach target by name it demonstrates that you have taken the time try and determine the correct person to contact.
As an avid business professional, I like to stay up to date on industry news and insights. Recently, I noticed that your company <company action>.
Starting from the top, the inside sales rep in this email makes the first sentence about the outreach target company, not about their own. The first sentence also establishes the sender as a “business professional” instead of a “salesperson,” rebranding the inside sales rep as a trusted advisor.
In my experience, that means that <business issue> becomes a challenge. What might help you in your transition is to learn how others have dealt with similar issues.
The second paragraph shows that the rep researched the company beforehand, and from that research drew conclusions about the outreach target current challenges. Decision-makers are bombarded by calls every day from sales reps asking them about their current situation, about what they do as a company, and about their current pains. Instead of interrupting this outreach target day with questions the sales rep could have found the answers to beforehand, this email streamlines the process.
My company helped <similar company> tackle this problem with what they called “<quote from case study>.”
There’s also a short sentence in the second paragraph that highlights the inside sales rep’s company – and their customer service – with a short quote from a case study. Done right, this technique can prove your expertise. After all, buyers don’t want to hear from the seller about your product or service; they want to hear from others who have had experience with it.
If you’d like to learn more, let’s set up a quick call. How does Tuesday afternoon between 2 and 3 p.m. EST sound?
In the final paragraph, the outreach person emphasizes that they are just looking for a “quick call.” Instead of waiting for the prospect to respond with a time, a date and time is suggested, but is left open for the outreach target to change as necessary.
Regards, <Your Name, phone number, other contact information.>
It is not redundant to provide contact information even if it is in your email header or template.
P.S. “If you’re free, you can call me now, at this number.” Or, “If you’re not the right person to speak to, who would you recommend I reach out to? “
Don’t forget the P.S. Outreach targets might not read your full email, but they will read your P.S. if it’s short. Use it as a call-to-action for them to refer you to the right contact, or as a short message to contact you immediately.
If you are engaged in outreach, customize this message and see if it works for you and your company. Let us know the results in the comments!
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