August 30, 2021
August 30, 2021
To be successful, a cold email has to be short, powerful, and attention grabbing. To accomplish this, each part of this message plays a crucial role in introducing yourself and your business to your potential customers.
Creating a successful introduction email is even more important when you are cold email prospecting through a list acquired through sites such as ZoomInfo.
Let’s begin by examining the state of cold emails in 2021 and how the approach to writing cold emails has changed.
Nowadays, cold email prospecting is all about building a relationship with a potential prospect. Your first email to a ZoomInfo list should be focused on the recipients, not your product or service. You can accomplish this by asking questions that allow your prospects to tell you more about the challenges they are facing and the goals they are trying to accomplish. The responses from your prospects will open the door for you to show them how your products or services can help them meet these challenges.
Whether you’re creating a top-of-the-funnel marketing email or a bottom-of-the-funnel sales email, selecting the right sender can make all the difference in increasing your email open rate.
Because cold emails are all about fostering personal connections with prospects, the email should come from a specific person within your company. Choosing someone who the prospect will be working with closely is the first step in creating a relationship with your prospect.
Email subject lines feature 43.85 characters on average. To make the most of this limited real estate, subject lines need to be eye-catching and thought-provoking in order to entice the reader to open the email.
To grab the reader's attention, try asking a question in your subject line or teasing a valuable piece of information that you will later discuss in your email copy. Emojis can also be used in your email subject lines to help your email stand out in the prospect’s inbox.
Message Personalization is the No. 1 tactic used by email marketers to improve performance. Personalizing your email for each prospect is a great way to increase your open rates and build the personal connection between the sender and the prospect.
However, personalization doesn’t have to stop at using their name or company name in the subject line and body copy. Do your research and mention specifics about the prospect or their company, using this information to strike up a conversation.
The body copy of your email should be kept short. This copy should be straight to the point, include your personalization and research, and bring value to the prospect. Bringing value to the prospect from your initial interaction will make you appear more trustworthy.
What is the goal of your cold email? Do you want your prospect to view your latest content offer? Want them to subscribe to your blog or monthly newsletter or book a demo? No matter what the goal of your email is, you should include one clear CTA for your prospect to follow. The CTA should tell your prospect exactly what action you want them to take next, and make it as easy as possible for them to do so.
By far the most impactful tool you can use to improve the performance of your cold email prospecting is incorporating video into your emails. Tools such as Vidyard allow you to embed video directly into your emails.
Incorporating video gives the sender the ability to further personalize the email to a particular prospect and build a stronger relationship because of the more conversational format that video allows for.
Video will also allow you to dive deeper into your message and explain exactly why you’re reaching out and what you’re hoping to help your prospect accomplish.
The objective of a cold email prospecting campaign is to find your ideal customer and nurture them to the point of wanting to learn more about your product or service. Following cold email prospecting best practices is especially important when it comes to your introduction email to email lists from ZoomInfo databases. Fine-tuning your initial outreach and following best practices can lead to improved open rates, conversions, and ultimately customers.
About the author
Mitch Transue is a Marketing Strategist based in Charleston, Carolina. With over five years of experience in inbound marketing, he enjoys helping clients reach their goals and working as part of a larger team. In his free time, you can find him either running or enjoying the beach with his wife and dog. Read more articles by Mitch Transue.