How do you write your outbound email? While less nerve-wracking than a cold call, a cold email still needs strategy or else it could be a waste of time. Sending out an outbound email is one thing. Having it clicked open, actually read, and translating into any form of response or engagement from the prospect is a whole different matter.
So the better question is: how do you write an outbound email that elicits a response from the prospect? Knowing the basics and best practices sure helps, but here are step-by-step tips on how to actually craft the content of your outbound email for prospecting.
1. Your subject line should be concise and immediately pique the interest
How concise is concise? A study suggests that subject lines with no more than seven words (or 41 characters, to be exact) have better engagement rates. The short email subject line also keeps it optimized for mobile phones.
So many companies try to get the attention of the reader and “personalize” by way of adding the first name of the prospect in the subject line. This is simply lazy—and it can backfire. A lot of outbound email marketing campaigns do that. In fact, so many companies do this that the practice has become a template for generic email blasts.
So how do you personalize and pique the interest with one line?
- Mention a latest development about the company. This is where your research, done before you make any initial contact, comes in. If you mention something truly relevant to the prospects and their businesses—meaning appropriate to the current time or circumstances, or what is being done and/or considered by the company—you are sure to catch their attention. Some examples:
Ideas for your new hub in Phoenix
A question about your latest product, ABC
Thoughts on your recent event, XYZ
- Refer to a solution for an existing or potential problem or issue. Nothing sounds more urgent—and therefore more interest-inducing—than referring to a problem or issue. It may not be an actual or existing issue the company has. It can be a potential one coming from, again, latest developments.
Staffing needs for new hub in Phoenix
Marketing automation for your latest product, ABC
- Ask a question. Nothing is more direct than asking a question—but make sure that it’s still relevant to the prospect. This also already implies that you are hoping to hear back from them. Nothing is worse than asking a question that doesn’t apply to the prospect, or if the answer already exists (e.g. asking a sister company of a CRM provider if they need a CRM).
Do you need effective marketing automation?
Do you have the right people on staff?
- Mention a social media post. Any brand will appreciate any feedback or reaction from their branding efforts, social media posts included. Why not go this route to get their attention?
Thoughts on blog post re: hiring talent
About your IG post on latest branch
- Name-drop a referral. Yes, even in emails, name-dropping works. Mentioning the name of a common contact already makes you less of a stranger.
Referred by John of ThisCompany
John of ThisCompany recommends I get in touch
What you should not do in a subject line is sell or offer your product or service immediately. As mentioned, you’re there to build a rapport first. And don’t even think about clickbaiting.
2. Opening line should relate to the subject line
Now that you’ve piqued the interest of your reader with the subject line, it’s time to follow through. Relate your opening line to your subject line. Not only does it make sense, it also flows more smoothly—almost like how a conversation works. And conversations get the rapport-building going. So coming from some of the examples above, your opening line can be:
Congratulations on the opening of your latest hub in Phoenix.
I saw your latest product, ABC, in the market and was impressed.
I saw in one of your more recent Instagram posts that you launched a new product, ABC.
What you should not do in an opening line is introduce yourself. It’s cheesy and unoriginal. Besides, you’re not writing to talk about yourself. Do not introduce your product or service in the opening line either. You’re not there to start a sales pitch.
3. Body copy should bear the results of good research
Your entire body copy should be about your prospect and his business. Therefore, it should bear the results of your research on your prospect and the company. Your research should tell you what this company is are doing or trying to do at the moment; what its pain points are; what its competition is doing; what its overarching goals are; etc. So the contents of your body copy should discuss these things. They can be in the form of declarative statements (only if you are certain of what you're saying; you cannot assume to know the facts) or questions.
Are you looking to outsource the hiring/staffing for your newest business location?
Is marketing automation a priority for you at the moment?
Are you getting the results you need from your current lead generation initiatives?
You can very subtly connect your product or service with a value proposition that connects to the company’s goals, pain points, issues, motivation. Don’t go with your generic elevator pitch. Make sure it’s unique and relevant to the prospect. Don’t talk about your proposition at length, too. Don’t make it a hard sell.
4. Cite something of value
Somewhere in the body copy, you should cite something of value to them. This can be a blog post that offers industry insight, a social media post that references something of relevance to them, or a convincing case study that relates to their industry and business goals. You don’t need to talk about these at length in the main message, or send attachments. Just send them the links to these.
These valuable inclusions also help to establish a relationship with the cold contact.
5. Close with a call to action
Prompt the prospect with the next move. Your closing must have a call to action (CTA)—whether it’s hinting at a meeting or scheduling a phone call. A neat trick would be to use the prospect’s first name in this CTA—this helps draw their attention to its urgency or importance.
Stacy, let me know if marketing automation is something you want to prioritize ASAP and I can discuss your options with you.
Mark, let me know if you are open to discussing how we can optimize your lead generation strategies.
6. Create an email signature with all the right links
Do you still have an inspirational quote in your email signature? Or a really distracting image? Nix those. Keep your email signature simple yet powerful and professional (keep it in line with your company branding). The must-haves include all your contact details (phone number, mobile number, email). Include your professional social media accounts too, particularly LinkedIn. Include other important links, like company website, a relevant landing page, a useful lead magnet, and the like.
Writing an outbound email gets easier the more you prepare for it. Research is incredibly vital. Think of an outbound email as a conversation: it works out better the more you know about the person, and when you ask the right questions. Good luck!
Photos from Pexels. Main image by Skitterphoto
