Cold email practices that work for b2b marketing. We cannot suggest any more effective marketing tool than email. Although a lot of these tools enhance the function of email marketing, nothing beats a compelling cold or warm message delivered right to the inbox of your ideal prospects then mass leads maker b2b email finder and sender email marketing tool.
Cold Email Practices that Work for B2B Marketing Plus Bonus Templates
According to McKinsey, Email secures customers 40x more effectively than social media. And HubSpot says 80% of marketers reported an increase in email engagement in 2020.
And with these numbers, it is no surprise that cold email campaigns are still effective strategies to use today. Cold emails can generate $38 ROI for every $1 spent on average. And if your cold email is effective, it can go as high as $70 for every $1 spent— those figures are the average for top performers of this type of campaign.
Here’s the thing. Even if your campaign can produce over 90% open rate emails, you can still get zero replies if your cold email lacks substance. Especially if you are marketing to businesses, the owners are extra busy and would only skim through worthy emails. You only have less than two minutes to pitch your offer, and they will scroll down to other emails.
The secret— cold email practices that work for B2B marketing. And that is what this article is about.
Why Are the B2B Customers the Hardest to Reach?
You can find cold email practices on Mass Leads Maker Blogs easily. You can apply these practices for B2C marketing, and for B2B. In email marketing, the biggest difference between the two is the sales cycle. Getting a response from recipients takes longer than direct customers because there could be multiple decision-makers for the company.
On the other hand, B2B cold email should not be only interesting but also professional. You should deliver your message in a more formal tone than casual.
Most marketers fail when reaching out to decision-makers when delivering their message. And as these people are busier than you think, your cold emails should be short, concise, but full. Full in the sense that the reader would understand who you are and what your business does.
Cold emails have evolved in time. From a single generic message sent to hundreds of emails, it is now a strategy that involves a more personal approach. It is not a one-email robotic-sounding pitch anymore but the sequence of a more personalized and targeted approach. The used-to-be salesy pitch involves customization and lots of testing today.
|80% of marketers reported an increase in email engagement in 2020.-Hubspot|
However, being a part of an email marketing strategy, a cold email is still different from a warm email. A cold email is still unsolicited and comes from an unknown source. And like any message from a stranger, opening these emails is a tough challenge for marketers.
But it doesn’t mean doom for cold emails. Most businesses still prefer cold emails when turning prospects into clients. With most transactions happening digitally, people save more time for meetings when reading first. According to the Corporate Executive Board, 57% of customers completed their purchases already before calling the suppliers.
But investing in cold marketing requires a massive amount of effort and investment: from your marketing team to your lead generation tool to planning and launching your campaign.
Cold Email Practices that Work for B2B Marketing
A From Line That Would Geta Second Look
Every time you receive an email, you can peek at the sender through the notification. The From line, the email sender, is important for busy people. We have seen a lot of articles starting with catchy subject lines. Of course, it is necessary. But for decision-makers, they do not waste their time reading emails from unknown sources.
You can craft a personalized from-line and develop a sense of urgency even if the email comes unsolicited from a stranger.
Here’s how your email can sound urgent and professional:
- Your First Name
- Your First Name and Last Name
- Your Full Name plus your position in your company
- Your Full Name plus “of” plus your company name
- Your Full Name, position, plus your company name
A few things to remember when crafting From line:
- Be consistent. If you started with a formal tone, make sure you speak professionally in the body of your email.
- Take the receiver’s perspective. Consider how it may affect a reader, especially if you send emails to executives.
- Include who you think they are keen to speak with. Decision makers would also talk to decision makers or their company representatives. If they know someone with an executive position bothered to craft an email, you may pique their interest in your offer.
An Irresistible Subject Line That Earns Clicks
Subject lines develop first impressions. And we want to leave lasting impressions on your prospects. Poor impressions lead to unclicked emails and worse, spam tags.
When writing a subject line for B2B space, you want to keep it short, personalized, urgent, but professional.
You are not going to engage through promotional subject lines. You will pique the interest of the decision-makers: a business owner, a CEO, a board member, or an executive.
So before your write subject lines, here’s what you should take note of:
- Who is your receiver?
- The value of your products or services
- Mutual connections you may have.
- Of course, you will not enclose them in 4 to 6 words in your subject. But these will be your source of inspiration to write your subject lines.
A Smart Introduction to Let Decision Makers Know Who You Are
Here is the most crucial part of your cold email. You only have a couple of lines to pique their interest with a clever introduction. This part is where most marketers lose their prospects. It is hard to construct as we tend to talk more about ourselves or the company.
Remember the three sources needed to write a subject line. These notes should reflect on your introduction. The goal is to make your pitch about your prospect and not about your company or yourself.
- Who is your recipient? What he does, his role in the company. Sometimes you need to flatter the receiver but remember not to overdo it.
- The value of your products or services. Your introduction should provide a summary or figures of the value of what you do. An example is the results of your deliverables from your former client.
- Mutual connections. Find a common denominator. For example, a colleague, an event, business fairs, or feedback on their latest works.
Yeah, that looks too many to include in a two to three-sentence introduction. Also, you want to show—even if it’s a cold email— that you have the intent to reach out. Will it work for mass sending? It will. As long as you obtained quality leads from a comprehensive email address scraping tool.
A Short Concise Message of About 100 Words on Your First Email in Cold Email Practices That Work for B2b Marketing
Busy people do not have much time to read lengthy emails. Aside from that, they also receive cold pitches daily that are time-consuming to delete and annoying to accumulate. Shorten your proposal to a concise pitch to express that you value your recipient’s time.
According to Boomerang’s study of 40 million emails sent in 2016, email messages with 75 to 100 words had the highest response rate of 51%. This message length gets more attention because recipients know it would only take a couple or fewer minutes to read.
Personalization Is the Key
A study by Yes Lifecycle Marketing reveals that 50% of recipients open emails because of personalized subject lines. But response rates can increase up to 100% because of personalized subject lines.
Now, you don’t only personalize subject lines, you can also do it in your introduction and the body of your message. The challenge is writing a personalized message to send to multiple email addresses. This point is where research and segmentation are crucial because you will send this email in one group.
The first rule in personalizing emails is to address your recipient by the first name. Next, highlight your similarities or connections. This technique could be challenging for mass sending, but it is always worth it. You can point out your connections by referencing a friend or a business event he went to. Or you can flatter the recipient about his works, congratulate his achievements, and express how your products and services may relate to what he does.
Short Sentences and Paragraphs Construction
People tend to scan emails. Especially when you are reading from mobile, the number of texts and information can be an eyesore. You need to construct your sentences as friendly as possible.
Busy people tend to pick up the most significant details in an email. To help your recipient know the purpose of your message, write short paragraphs with one or two sentences each. Also, avoid writing more than twenty words in one sentence.
Look at this short cold email received by Nutshell’s team member.
It is no more than fifty words and only three short sentences to deliver a solid message.
Cold Email Practices that Work for B2B Marketing
Your pitch, no matter the intention and delivery, messes up with glaring errors. Reading sentences that are hard-to-read and grammatical errors can turn your prospects off. See, these errors could mean credibility and impressions.
|Remember: You only have a couple of lines to pique their interest with a clever introduction.|
Of course, you don’t want executives and CEOs to spot these errors on your cold email because it could mean a work of a non-professional. It seems to be a little thing, but it leaves doubts about your prospects.
Short and Simple CTA
You are getting there. Now you want the prospect to do something so you may have continuous communication. Make it simple and short. You can put a link to schedule a call. A simple button of Inquire, Ask, or Book-a-call is your ultimate purpose
We often receive this at the end of the email.
If you’re interested, click here.
This short sentence is so powerful. But it leaves no fuss, and it is not complicated for recipients to do.
Never Forget to Follow-Up
Busy people tend to forget to get back to their previous email. Sometimes your short introduction needs warming. According to Invesp, 70% of salespeople would stop at the first email. However, there is still a 25% chance to receive responses if you send follow-ups.
And because you do not want to annoy your B2B prospects, you should send your next email at a considerable interval. Also, your ideal number of follow-up emails may go from two to five emails.
But like we said earlier, sending B2B cold emails has a longer sales cycle. You can provide ample time for decision-makers to think while sending follow-ups.
Here’s a tip. You can send your first follow-up after two days. For the second follow-up, send it on the fourth day. Allow another three days for your third follow-up. By this time, your product or service value should have been clear.
But remember that as you send more emails, the chances of getting replies may diminish on the sixth or seventh email.
That’s about all the best practices for cold emails that not only work but have less chances of going to spam folders. It’s time to see the email templates that you can tweak a bit to fit your contact list.
Cold Email Templates That Will Make Every Reader Stop Scrolling
Cold Email Practices That Work For B2b Marketing – Subject Line Templates to Personalize Your Pitch
Remember to keep your subject lines about 60 characters or less. The short subject lines tease curiosity, and you want to create a sense of urgency. Also, the short subject lines come untrimmed on mobile screens, unlike the lengthy ones.
These are short lines but elicit curiosity.
- Request to connect
- Quick question
- Your priorities
- Open this
But it’s never wrong to ask.
- Are you free on [date]?
- Hi, [prospect name]! Can we meet?
- Hi, [prospect name]! Do you have three to five minutes?
- Let’s connect.
Here’s how you can personalize your subject lines:
- Hey, [prospect name]!
- Need help with [relevant topic],[prospect name]?
- Hi, [prospect name]! Have you heard about [your product/ service]?
- Here’s a custom for [company]
Find and show some mutual connections or relevance.
- Have you been to [event or place], [prospect name]?
- Saw your blog on [website + relevant topic]
- Have you been with [mutual connection]?
Offer something valuable.
- Content recommendation for [company]
- Quick tips for [industry/ problem/ issues]
- Key to [relevant issues/problem]
- [Topic/relevant] resources you can use
- Here’s what you should know about [relevant topic]
Or you can address the issue.
- Trouble with [problem/ issue]?
- Have you found a way with [relevant problem/ issue]?
- A [faster/better/smarter] way to [goal here]
Develop a sense of urgency.
- Looking forward to your opinion today
- Only [number] spots left
- Everyone’s killing it, but you haven’t tried it
Use actual figures.
- Do you know how much [company] is saving with [product/ solution] today?
- How [product/solution] helped [company] with [relevant problem/issues]
- How [company] automated their [process]
- How [company] generated [amount] in [number + weeks/months]
Cold email practices that work for b2b marketing – Email Templates
cold email practices that work for b2b marketing
The AIDA Formula
The AIDA formula stands for Attention, Interest, Desire, and Action. Most marketers use this formula to write cold emails. The reason why it is effective is it not only piques interest, but it also triggers emotion.
It starts with an attention-grabbing subject line. And then, it talks about a personal matter that is relevant to the recipient— by this time, the recipient’s eye is all on your message. And then, you will start fueling the recipient’s desire.
The desires of decision-makers revolve around sales and gaining clients, depending on their industry. You will make this offer so irresistible that recipients may have no other choice but to take action like scheduling an appointment.
The BAB formula
The BAB formula stands for Before, After, and Bridge.
In this model, you would lay out the current situation or struggles of the recipient in his business. It triggers interest, especially when it comes to solving a problem in accumulating more clients.
After showing his current situation, you would open a new condition and make him imagine what it looks like when the problem is solved or doesn’t exist. Your recipient fuels the desire to know how to get there.
At this point, you will show the bridge or the solution so your recipient can get to the After or goal.
|For any marketing strategy, especially B2B marketing, research is the key to shaping your approach to the unbreakable market— the decision-makers.|
This formula is effective because you showcase an outcome and a solution to the relevant problem the recipient might be experiencing in his company.
The PAS Formula
The PAS model stands for Problem, Agitate, and Solve.
Although the formula seems similar to the BAB model, your prospect will not imagine a goal or target. You will present the risks or dangers if the problem continues and how it will affect your business.
So after laying out the problems or issues, you detail the risks of staying in the situation. It agitates fear or emotions when your recipients see the reality. So he becomes interested in your next step by showing your product or service as a solution to that problem.
The SAS Formula
The SAS template means Star, Arch, and Success. This model goes by telling an example story. It is so efficient because people love success stories.
You will talk about the star or example in the story— your previous client, another business, or company. You will start narrating the journey of your star: how the company accumulated the problem and how it got out and achieved success.
Cold Email Practices that Work for B2B Marketing – Top Mistakes That Marketers Make in Their Cold Email Marketing Campaign
All these guides will be useless if you don’t avoid these mistakes when launching your cold email business-to-business marketing campaign.
1. Talking about the company or self too much
Do not talk too much about your company’s profile and history so much. State your name, your position, and what your company does.
Look at this example:
Hi, [prospect name]!
I am the [position] of [company name], and our company helps businesses with [solution].
2. Lengthy message
Talking too much could turn your prospects away. Remember to talk about the purpose of the email only and avoid wordy sentences. Get straight to the point.
Okay. You have made a promising subject line. But it is not related to your content at all. Worse, the subject line is so deceptive that your offer is completely irrelevant to your headline.
4. Wrong prospect name
We do not wish this to happen. But always check the spelling, name, and prospect’s position to avoid embarrassment.
5. Talking about the feature more than the benefit
You don’t talk about the features immediately in your first email. Go after the problem and showcase your value in solving this problem.
6. Lots of CTAs
Too many hyperlinks are annoying, especially for your first email. You want your recipient to read your message in one go without any distractions. Place your CTA at the end.
7. Forgetting CTA
Imagine a well-laid-out message without a CTA. It’s like you leave your prospect hanging on how to contact you.
8. Flowery message
No salesy promotions when you are marketing business to business. At least deliver your message in a formal tone.
9. Attaching documents
Attaching documents may bring your cold email to the spam folder. So use a hyperlink instead.
10. No-follow up
You lost your chance if you stopped on the first email. Executives and decision-makers are busy. Sometimes, you need to remind them that you have sent them your offer.
The Importance of Your Lead Generation Tool
All your efforts in researching and studying your market will be useless if you don’t have quality contact lists. If you want to expand and boost your B2B outreach, get an effective lead generation tool.
Expand your database
A lead generation tool helps you find more email contacts relevant to your field. You will save time finding emails manually from directories, and you can enlist more businesses to offer your product.
Automate your lead generation
You can speed up your process of acquiring more contacts in your list. It helps you leave out the long process of searching, screening and organizing contacts in your list.
Find the right people
A lead generation tool helps you find the right group of people to reach out to. You can find the right contacts in the same industry that you want to offer your service.
Save more hours
Since you have automated your lead generation process, you and your team can focus on more effective strategies for your cold outreach.
Here Is the Most Important Step to Your B2B Cold Email Outreach
Research. You can make a more meaningful B2B cold email strategy by researching thoroughly.
Because how can you craft a more effective cold email without understanding your prospect’s pain points? By understanding where they are coming from, you can present your offer effectively.
Also, research helps you create a bigger picture of where your cold email is going. For any marketing strategy, especially B2B marketing, research is the key to shaping your approach to the unbreakable market— the decision-makers. These people are the hardest to please. So do your homework.