First of all, cold outreaches are the hardest way to get new clients, because it's a total numbers game. The more you send, the more likely you'll receive a response from someone.
And it's very time consuming - at least for me! Some people are great at it and send many each week. I, however, should probably be sending more; but I mostly tend to send cold outreaches only to brands I'm really passionate about and whose mission and values align with my own.
And depending on your business, especially as a new or small business, chances are you occasionally have to send a cold email, too. So, considering that sending cold emails is a numbers game, here's how I've been able to make my emails stand out to the receivers.
(Note: I do not have a template. Every email is different, but they typically all contain these components)
1. A brief intro that immediately connects with your reader
I typically start out my cold emails with a brief intro, which may slightly vary at times depending on who I'm sending this email to. So, it'll look something like:
I'm a storyteller and copywriter, who_____"
And this is where I insert the first thing that helps me connect with the reader. That is, I write something related to the brand and shows my genuine interest.
For example, in the cold email that received the positive response, I wrote:
"I’m a copywriter and storyteller, who really wishes you had an office in the South Bay 🤞🏼😄"
And yes, I used emojis in my email!
Then I went on to briefly share why I'm excited about them and wish they had an office in my area.
"I love what you’re doing, providing a wholistic approach to healthcare for women that actually cares, because boy do I understand frustrating visits to doctors’ offices – long waits, dismissiveness."
So you see, right away, they know who I am/what I do, and thus getting an idea of what I'm reaching out about. But more importantly, they know that I really know who they are, and I'm not just sending random cold emails to any old business.
2. Customize your USP
The reason I customize my USP or slightly tweak it with each email, is because I want it to be specific to my audience and I want to trim it down. Plus, sometimes it just requires some tweaking to flow with the rest of the email.
The message of my USP never changes, but the wording may vary.
So in this email, following what I said above, I wrote:
"And as a copywriter, I pride myself on helping my clients grow and build meaningful relationships with their clients through persuasive, personal, and empathetic communication."
Now the reader knows what I do and how I do it.
Sometimes I write in my USP in the first intro sentence, but it really depends on the email.
3. Have a clear ask
Then I get to my reason for reaching out and asked if they happen to be in need of marketing support at this time.
But that's very broad, so as succinctly as possible, I told them that I specialize in email marketing and am experienced in writing full sales funnels. I also mentioned my experience helping clients develop and define their brand voice to ensure clear and consistent messaging, both internally and externally, because brand development is an important service I offer and one that I'm passionate about.
This way, they know more specifically what I'm asking and what I can offer.
4. Include a clear call to action
I ask them to let me know if/when they have time to hop on a call to discuss how I may be able to support their marketing needs.
This has to be a clear ask, but I try not to be pushy. From the advice of one copy coach, in the past I've made it even more specific to ask if they have some time "next week" to discuss.
Sometimes this feels too pushy to me, and I'm not sure how comfortable with it I am. If you're comfortable with that, I say go for it. But do what feels right and natural to you...which leads me to the most important thing when it comes to writing cold outreach emails (or any email for that matter).
5. Write in your natural voice
When we first learn how to write letters, sometime in elementary school, we are taught to write very formally. This is good in certain situations, but at other times it's important to show your personality.
So, if someone is receiving a lot of cold emails, most likely many of these are ignored, because they're very generic or they look like spam. In fact, I've received numerous cold emails, too...but to be honest, I'm not sure if they're cold emails or not because they look like spam. They're very generic, nothing tells me they've really done their research on me, and their impersonal.
You can be professional and personal at the same time. So, don't be afraid to show your personality.
6. Say "Thank you"
I always end my emails thanking them for their time and consideration, because it's important to show gratitude when someone takes the time to read your email.
How's your cold email game?
Need email marketing support or help with strategy? Just holler at me! (And by holler at me I mean contact me through email 😉)