How to Write Cold Emails That Always Get Read

By | November 8, 2019


In this video we’re going to talk about how
you can find the right people to contact, how to cold email, and the number one
sales tip from Alex Berman. My name is Eric Siu I’m the cohost of the
Marketing School podcast and the host of the Growth Everywhere podcast where we
nerd out on marketing and entrepreneurship. So Alex Berman, the guy that you’re going to see, is a very smart guy, has a great YouTube channel on sales
training, and you’re gonna learn from him. And you’re gonna get better,
so enjoy! The first thing I like to do is think about cold emails as the
recipient. All of us have received cold emails in the past, and it’s pretty
obvious when you receive a bad cold email. Why it’s bad — a couple things hit
you right away one. When you look into your Gmail inbox, you’ll see the subject
line and you’ll see a little bit of the first line of the email, and those two
things will make you decide whether to delete that email or open it.
So the first thing to do is to make sure the subject line is at least neutral.
That’s why I like generic subject lines. I’m a big fan of ‘Hi from Alex.’ I’m a big
fan of ‘Quick question.’ The one that performs the best for us at Experiment
27 is ‘Question about… and then their company name’ so ‘Question about Tide’
or ‘Question about General Electric.’ The reason why those generic subject lines
work is because they don’t turn somebody off. If you pitched your product in
that subject line, there’s a much higher chance you’re gonna get deleted, which
means they’re not even gonna read the body of the email. The second thing is
that the first line of the email needs to be very specific towards their business. I
like to use a compliment so I might say something like ‘Hey Mark, Came across
[agency name] Congrats on working with Power Rangers!’ Or if you’re targeting local restaurants ‘Hey, just looked at your website and love the food photography.’ Something specific. Then what that’ll do is get them to open
the email, which means you’ve already beat out most of the bad cold emails
because you’re not in spam, and you’re actually getting open. But we’re talking
about responses here and the main way that I’ve found to get somebody to
respond to an email is to tell them something they already think is true, and
speak it as an expert. And then tell them the solution. So for instance, ‘Hey you
know do that normal compliment, found your website really like the work you’re
doing with Power Rangers. My name is Alex and I do marketing for
or digital agencies…’ Or if I’m talking to a digital agency, and I say I do marketing
for a digital agency that’s instantly gonna make them spark up. If you’re
targeting SaaS companies you could say ‘Hey, I do marketing for SaaS companies…’ or
you could say something like ‘Hey I just got off the phone with the CMO of a
major telecom company, and they had these two main issues. Here are the solutions.
I’m wondering if you’re dealing with anything similar, and then two specific
ideas. I like to use the exact same ideas per industry, so for instance when I’m
reaching out to CEOs of an agency with between 1 million and 20 million in
revenue they’re most likely gonna be dealing with the same issues, where if I
was reaching out to the CMO of that same type of company they might have
different issues. And those two issues only come from talking to your customers.
A good example of this is I just got off a coaching call with somebody who sells
Facebook ads in the ecommerce space and in his idea email the main things he was
pointing out was that Facebook ads with videos sell worse
sometimes than Facebook ads with still images, so he recommended testing both.
And that is a very niche, very specific idea. Coming up with those is how you get
responses, then finally ending each email with a call-to-action: ‘Let me know if you
find this interesting. We’d love to hop on a call with you and discuss further.
Would you mind if I sent over a few times?’ The call-to-action doesn’t really
matter as long as it is a question they can understand, that ends with an actual
question mark. You’d be surprised how many emails go out that ends in period. It goes back to putting yourself in the
shoes of your customer and who would you rather buy from, so for instance if
you’re the CEO of a major company let’s say you’re T-Mobile, huge enterprise
company, would you buy Facebook ads from somebody, or would you delegate that
decision to a CMO? Would that CMO delegate that decision to another
like Director of Marketing. Maybe Director of Marketing – Paid Acquisition. Something
like that… so thinking about that decision-making tree at the target
company is the main way that I find titles to go after and then from there
it’s using LinkedIn to identify the target customer. Typing in Director of Marketing, T-Mobile, for instance, will bring up a list of people, and then it’s
going back to those assumptions to find which of these targets is the one
that’s gonna buy from you. So for instance there’s a Director of Media and
Marketing at T-Mobile is probably a better fit than Director of Field Sales at T-Mobile, but if you’re selling a product that benefits the field sales team that
would be better. So for each specific company, especially
if you’re targeting someone like the Fortune 500, it’s worth doing this deep
dive specifically; otherwise if you don’t want to do all of this research the
quickest way is to start with the CEO. Email them; if they don’t get back within
two weeks then go down one level. Email the Director of Marketing. If they don’t
get back within two weeks then go to the next level. I do not recommend sending
multiple emails to the same company at the same time because that is a quick
way to get written off by that entire company. My number one sales tip is to
approach every client call not like you are a sales guy trying to pitch a
product, but instead like you’re a doctor trying to diagnose a disease. What does
that mean? So for instance when I am on a sales call and we sell marketing
services for agencies at Experiment 27, I’m talking to an agency owner. I know
because of our research and because of our cold emailing process that they’re
between one and twenty million dollars in revenue, and based on our past
conversations not with them but with other agency owners in the same spot, I
have a very good idea of how they think and problems that they might be dealing
with. But I’m not going to come right out and say it.
instead I’m going to give a two-sentence on what Experiment 27 does, and then ask
them about their marketing. Have you hired a marketing vendor in the past who
runs marketing for you right now? Do you have key performance indicators?
Set up questions that don’t lead them towards a specific answer, but give me
a better idea of what they need to know. Your sales managers might have given you
scripts or key points to hit, but the easiest way that I found to sell
anything is to listen to a question. Think of a case study that you might
have in your head that relates to it, and then answer the question based on your
past experience. So if they say as an example, ‘Oh we’ve run all of our marketing internally this entire time, and it’s
just me who runs the marketing, I could say something like ‘That happens in a lot
of agencies. The one founder tries to take on marketing and also sales and
also do production and it slows everything down. I know a ton of
marketing agencies and based on their client results you’d think they were
crushing it, but then you look at their own website, and their inbound leads are
way lower than where they should be and that’s the exact type of thing that we
help with.’ What I did there is I heard his answer, I internalized what he said, I
listened to him, and then I took it back to the Experiment 27 pitch and brought
up one of our case studies. This is Alex Berman from Experiment 27. If you want
free sales training check out B2Bsales training.org. It’s a playlist of our most
helpful videos on scaling a company, sales, and negotiation. If you need
marketing support for your digital agency, check out Experiment 27.com. And
obviously subscribe to Eric Siu. Congrats. You just got a power-up,
now go do something with it. To go level up, don’t forget to subscribe. And
we’ll see you tomorrow!

12 thoughts on “How to Write Cold Emails That Always Get Read

  1. Andrey Seas Post author

    Alex Berman is the man! Been following him for a while now. Thanks for the interview

    Reply
  2. On the Road to Awesome Post author

    Great tips. Not all services allow you to send cold email. One that I've used to send my cold email in bulk that has been ok so far is hotsol.net.

    Reply
  3. Andrew at MarketingPro Post author

    https://www.hotsol.net/how-to-send-cold-email-to-purchased-email-lists

    Reply
  4. Stephen Thwaites Post author

    whats the line about " I really like the work you do with Power Rangers" ? I don't get what this is supposed to mean??

    Reply
  5. Rimma Sytnik Post author

    Great tips. I also love this article about the most popular mistakes – https://reply.io/get-replies

    Reply
  6. Cip Rodriguez Post author

    Okay so i feel happy. I sent a few cold emails as i launched my company today and i used Quick Question and in one email I started with all the things i loved about the then the things that they should fix. at the end i said I hope you found value in my thoughts. feel to send this up to your webmaster. If you would like to hop on a call with me give me a call. Im also interested in your product. Do you have any specials going on right now? Have a good day.

    I always want businesses to grow with or with out me. I just want to provide value and make a living doing so.

    Thank you for this video

    Reply
  7. smurfynet hcm Post author

    Thank you so much. I have sent out a lot of cold call emails and had very few responses. I'm going to try your tips.

    Reply
  8. Tiffany Smith Post author

    Hello everyone! I have been avoiding cold calls with everything in me. I don’t know when or how I developed such a strong dislike for cold calling. Maybe it was working at a call center one year. I would like to ask my fellow entrepreneurs a question. Which one do you feel get the best results? Cold calling or cold emailing. Thanks in advance.

    Reply
  9. Adam Chambers Post author

    only a few minutes into it but he seems to be describing the generic 'spam' mails i get on gmail and messages from someone i don't know on Linkedin. I send industry targetted emails to industry specific audience.

    Reply
  10. Jake Glassmoyer Post author

    They aren't really cold emails if you are addressing specifics of their website or company…..you are researching the prospect/target and using that information to specifically engage your audience. That's the reason it can work and by definition it's a warm contact. Cold is 100% generic and never recipient specific. Cold emailing is playing the numbers blasting….warm is researching to various extents and these emails being "warm" is the very reason for the success rate. Lesson…..don't bet your retirement on cold emails….take the time to make every single one warm and maximize your time spent by increasing read rate or close or whatever your goal. Also, every target and market respond to different calls to action. Know your audience. Simple example…if you are emailinga Controller of a company, email around the numbers…don't write about what color your product is because he/she doesn't care. Research is the point. Warm ( never cold) contacts and know your audience.

    Reply
  11. Federico Balzi Post author

    Approach every client call, not like you are a sales man, but like you are a doctor trying to diagnose a disease.

    Reply

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