Building new relationships could be challenging, especially in the business world where sales teams attempt to sell a product or service. It may not happen within the first few conversations. Still, it will only happen if the salesperson reaches out to potential clients.
Among all the various ways of attracting new clients, email marketing still leads the field. According to MailChimp, emailing produces a very high return on investment at around $42 for every $1 spent on these campaigns.
Although some clients will disregard emails if the message feels spammy, there are definitive ways of strengthening the bonds with a potential client through email. Below is a quick guide for those wanting to start cold emailing and achieve success.
- Customize your content
Companies will implement various strategies to grab the attention of their target market. Reaching out to them could be an excellent place to start their journey with the company. As this will be their first contact, cold emails should stand out from others by being uniquely distinctive.
One way of doing this is adding information that the reader would enjoy, which they can take onboard and start to mull over before making a decision. Furthermore, using well-designed cold email templates for vital information will bring a strong presence and show the clients that the company is not there to waste their valuable time.
- Use an eye-catching subject line
The subject line is the first thing clients will see before they enter the body and the essential part of the email. Therefore, wording the subject line is crucial for clients to have a reason for opening it and reading the valuable content.
According to HubSpot, the subject line will also prevent the email from ending up in the ‘Junk’ folder, making it a waste of time for the sales team to send it in the first place. It’s also essential to avoid using clickbait-type subject lines as clients prefer one that would make them want to click through to the content.
- Portray a trustworthy reputation
As clients worldwide spend more time online and most prefer a digital communication method, companies realize the importance of adding more of this to their marketing strategies. It makes sense to increase the number of cold emails the sales team sends to a target audience.
An article by Gartner explains that a company survey shows that 69% of marketing officers will increase their spending on cold emails as part of their strategies going forward. However, organizations may need help making customers believe they are a trustworthy option among the spam emails they receive daily.
Using professional language and fonts and being consistent throughout all the interactions could improve how customers view the company and eventually help to portray the company as having a trustworthy reputation.
- Explain how you’ll add value to the client
Whether new or existing, clients may respond better to emails if they see that your company can solve their problems. Moreover, they prefer to know how your product or service will fit and add value to their lives.
When your sales teams have perfected the art of sending value-adding emails to your clients, they’ll be able to build a long list of customers. This can be used to contact clients with the latest offering or information about the company. Moreover, this could translate into increased sales figures which should be the ultimate goal of the sales team.
- Leave the client wanting more
Some clients nowadays prefer to receive short initial emails from which they can gauge if they would be interested in finding out more. However, the sales team should still aim to get these clients into action from the first email they send.
A call-to-action is vital for cold emails. The message shouldn’t leave the client feeling ambushed or forced to make a decision but instead leave them wanting more information on the product and service. Subsequently, this leaves the door open for the sales team to get into a more in-depth discussion with the client where they can use other techniques for sealing the deal.
Finalizing the discussion
Marketing strategies will include various ways of building trusted bonds with clients. As a result, cold emailing seems to increase. Sales teams should understand the importance of maintaining a balance between driving home the sale and giving the client room to take all the valuable information they need to make a decision.
Cold emails provide the perfect platform for adding value while subtly calling the customer to action without subtracting from the customer’s experience.
