Updated: Dec 9, 2022
Does your B2B company's sales approach include cold emailing? Research shows that email offers all promotional channels the best return on investment (ROI). An email is a great tool for fresh leads that may benefit your sales. Email outreach can be either warm or cold. While warm emailing is relatively easier since you already know the person, cold emails can be much more fruitful.
Cold email outreach is contacting these leads by emailing businesses or individuals your B2B organization hasn't previously interacted with. Targeting high-value leads and moving them into the sales funnel is the goal of contacting them. You want to attract these prospective clients and serve a good first impression to turn them into profitable leads. Thus, you must be careful when sending out cold emails.
Read below to understand B2B cold emailing and what approach you should opt for to ensure it is successful.
Table of Contents
1. What is B2B Cold Emailing?
B2B cold emailing is a way to connect to potential companies who haven't done business with you but might be interested in your goods. Emails aid in formally reaching out to other businesses and B2B purchasers to inform them about your organization. It is a great way to enhance your brand's visibility in the market and get better leads for increased sales.
A B2B cold email, although written in various ways, mostly includes an offer or news about current promotions (see types of B2B cold emails). A general business promotion, a collaboration opportunity, the chance to promote content, a general introduction, or a request for a meeting or phone conversation are all examples of B2B cold emails. These emails should be carefully crafted and sent to only a viable audience.
2. Crafting B2B Emails: How to Approach a Cold Contact Successfully?
Here are a few essential tips to consider for a successful cold email campaign:
Don't Send Cold Emails to Everyone
The secret to successful cold emailing is to send messages to a specific demographic. It is important to send emails to the audience and not everyone. You must understand that people receive several emails daily, and some ignore them. Many emails end up in the spam or junk folder, never catching the audience's eye. Moreover, you are wasting your time, resources, and money sending emails to people who won't be interested in your offers. Especially in B2B cold emailing, you must focus on sending emails to people within the B2B market. You can further reduce the audience size, determining the niche and objectives of your organization.
Do Research the Leads You Are Going to Email
One of the benefits of target emailing is that you can craft emails that catch the recipient's attention immediately. You must have significant knowledge about the person or organization you are about to send an email. You can look them up on social media and LinkedIn if you know their name or job titles. Use a personalized approach to the message and include information that shows that you have done your homework before contacting them. It shows your interest in doing business with the client and your professionalism and credibility. Finding out more about the specific needs of leads through research enables you to develop very effective cold emails that elicit a powerful response.
Don't Use Common Email Templates
Using an email template removes the personalization touch, and the email becomes generic, likely to be ignored. The internet is fast, and most people opt for the easy way of using templates to send cold emails. However, most recipients may already have received emails from others in the same format, especially B2B customers who receive several emails daily. Even if your promotion or offer is great, you won't be in good luck as the audience will barely pay attention. Your authenticity and credibility will only be recovered if your cold emails are at par with your professionalism. Hence, formulate it all by yourself whenever you send out cold emails. It will also help you stand out from competitors and incline clients' interests toward your message.
Do Focus on the Email Content
It is essential to determine what makes an ideal email message. It should be brief and mention all the relevant details the recipient may require. According to this HubSpot article, the sweet spot for B2B cold emails has been determined to be between 50 and 125 words. Hence, it would be best if you kept a balance on the information you shared. Don't keep discussing yourself or your business in detail. Keep it precise and reach the main context, i.e. introducing your offering, promotion, addressing an issue or determining how you can benefit them. If you aim to partner with the business or individual, include how you can value them. The email should have smooth transitions from a brief introduction, following the issues or problems and then making the offers and promotions you have for them. Since this is the first email you send, it should be precise yet convincing for the recipient to contact you.
Don't Use Spam Words
The content you put in your email should be well-thought. One of the few reasons you don't get good results from cold emailing is that your email never reaches the main inbox of the receiver. This happens when your email bounces and needs to be delivered to the recipient's mailbox successfully. The algorithm puts your email in the spam folder classifying it as spam if you don't use the right words. Hence, the bounce rate of your cold emails increases. If you need help with the words, look at the available list of spam words for cold emails on Google. It will help you craft relevant emails that reach the customers and increases positive responses.
Do Include a Call-To-Action
Most people forget to put a CTA when writing a cold email. Even if the email content is good and the prospective client is interested, they will disregard your email, making the entire email ineffective since they don't have enough information to reach you. A CTA is required to motivate the prospect to take action after you've created a relationship with them and presented your idea. The type of CTA depends on what you expect the client to do. It can include a contact number and website link. A link to your business page or contact is better than the contact info. It lets the client navigate and reach out to you whenever they like.
Don't Use Attachments or Images to Convey Essential Information
It is better to use words in cold emails to convey information rather than using images and attachments. Some email systems even prohibit photos containing sales pitches. However, your prospective leads can always read the text. Unlike other marketing tactics where visuals play a crucial role, a sales pitch email should be kept professional by using simple and precise words to convey your message. Similarly, attachments are only sometimes a great option to add in cold emails, especially if you are sending it to the lead for the first time. People can't download the link and go through the information. Instead, summarize the important details and include them as text that the client reads.
Do Follow a Cold Email Strategy
To increase your B2B company's outreach, you must develop a solid cold emailing strategy. Planning ensures that each step in the process is carried out successfully for the best of your company. Identify the company's objectives and expected goals. These help you formulate a plan that you may follow to reach prospects through emails. The first email interaction is where you should start developing a strategy for the sales team to adhere to. You already have researched your leads and know how to grab their attention through personalized mail. The follow-up plan could entail sending one email and making one phone call each week for two weeks. You can move them to the nurture track if no communication is made after that. If the client is interested, you must have a plan to cater to them as soon as possible and strategize your move ahead to ensure the lead proves beneficial.
Don't Send Multiple Emails to the Same Person
If you want to market your B2B business and reach out to leads with promotions and offers, don't email them repeatedly. You may think duplicate emails are more likely to be noticed and read. However, duplicate emails are often marked as spam, decreasing visibility in the recipient's main inbox folder. If you send the identical email to a lead twice or more, it can find up in their spam folder. Instead of sending an email twice, you can contact the client after some time for a follow-up. Your CRM will assist you in keeping track of the initial emails and follow-ups, so you don't send them again.
Do Analyze Cold Emailing Results
You have certain expectations and objectives to achieve when you send out cold emails. It is essential to analyze the results of a cold emailing campaign for several reasons. You may track the customer impressions and the number of opens and clicks to find who has successfully received your email. It will help you form a list of potential leads that you might think need a follow-up. An email automation platform enables B2B businesses to manage their email marketing seamlessly. Here you can find everything from impressions to bounce rates in real time. You may build a clearer picture of your prospects in your CRM as they progress through your funnel when your communications start to be opened, replied to, or unsubscribed. Thus, always evaluate your campaign and use the results for future strategies.
3. Benefits of B2B Cold Emailing
Cold emailing is a great way to reach out to new clients interested in your business. According to 91% of B2B marketers, email is the most important medium for the success of their marketing efforts.
The best thing about email is that receivers can conveniently read and respond to communications. People are often busy and catching up on responsibilities during the day. They might not respond to a phone call or a direct message but can be reached by email.
However, cold emailing requires a lot of patience. Your prospective audience will read your email when they get the time; sometimes, it takes several days to open the message. You might also get ignored. But you can also find potential leads that turn out profitable for your B2B business.
Another benefit of cold emailing is conveying your message professionally to the client. The text will represent you and your business and can successfully portray your idea to the prospective client. They can have the time to comprehend and reply to their need.
The ROI is great, especially for B2B markets when they professionally reach cold contacts by email and share their company's offers and promotions. Another benefit of cold emailing is how simple it is to measure the success of your efforts. Numerous key performance indicators (KPIs) are available with email marketing that you may use to evaluate and modify your approach.
4. Where to Find Email Leads?
One of the major issues B2B sales representatives face is finding viable business contacts and email addresses of their target lead. Most business professionals need to have their contact details open to the public, and finding them becomes challenging. The available contacts are often old and must be updated with the latest address and details. You will send emails to addresses that won't benefit you and waste your time.
Moreover, you have to spend loads of money on services that aim to provide you with B2B lead details. But not anymore! NYMBLR is your one-stop shop for essential B2B prospects and their relevant information without breaking the bank. The service has email contacts, phone numbers, and lead information. The platform provides verified contacts of individuals or people working within any organization and updates their details in real time. Cold emailing won't be an issue anymore, as NYMBLR helps you get your hands on the best leads for your business.
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