Leveraging LinkedIn to Send the Perfect Cold Sales Email to Your Prospects was the topic of my previous post in which I enumerated pointers that help me craft a holistic cold sales email and get noticed by high-value clients. In this post, I have highlighted the importance of investing a little bit of time to conceptualize an effective template that works when you have to send the mass cold sales email to reach out to smaller clients with utmost efficacy.
Smaller Clients Do Matter
When charting a course from conversation to conversion, a sound emailing strategy becomes the ace up my sleeve in the game of B2B sales. The end game is to get as many leads to trickle down to the last rung of the sales funnel. However, while I focus on marquee clients, the smaller clients tend to slip down the priority list, which narrows my pipeline of leads. It doesn’t take a genius to figure out why. The former rakes in more money, which in turns justifies the effort I put behind tailor-making every cold sales email. But, there’s always a catch.
Small clients do matter
In comparison with a high-value client, a small client yields low-value deals. Therefore, making painstaking efforts to reach every single one makes little economic sense. Nevertheless, I don’t let that make me non-committal while creating my template. Since smaller clients always form the major chunk of any target segment, and consequently any outreach campaign, it’s imperative to realise the potential of this segment.
A higher rate of conversion here has the same fiscal effect as that of a couple of high-value conversions—with half the effort. Who says you and I can’t have both?
Considering the average response rate for mass emails, which lies between 1–3 percent at best, opting for a thoughtless set of generic sentences in this regard never yields good results. I always stay away from the lazier option to raise my response rate to justifiable levels.
The Mass Cold Sales Email
For B2B sales, reaching out to multiple small-value clients requires a set template for sure, because personalization for that many clients is not only illogical but also inadvisable. Moreover, that doesn’t mean a template needs to be insipid; I know can spark it with the right amount of research to come up with a wireframe that beckons interaction. My objective is to stay as concise and relevant as possible.
Truthfully, everything falls under the light of irrelevance if the email lacks substance. I could spend hours reading subject line and trigger event strategies, which are important to develop a holistic template, but they’re all for naught when my message lacks relevance. To ensure the email I send gets a fair shot when it gets a glance, I use the following steps to get stepping in the right direction:
- Segmenting the emailing database into different sizes, industries, geographies, or any type of segmenting characteristic that is relevant.
- Researching about every segment. This involves secondary research on the internet, or simply speaking with someone to understand the biggest problems they face.
- Linking the challenges that the clients face with the solutions I can provide.
- Citing case studies as proof of how I have helped a client resolve a similar problem.
- Name-dropping clients.
- Most importantly, asking permission to send further details.
In addition, here are a few things I definitely keep in mind while writing and sending the email:
- Using tools like mail merge or email automation tools such as Mixmax, so that the mail feels like it is personal and addressed to the recipient.
- Ensuring the tone of the email is friendly and not too formal; there are no hard and fast rules about this. In most cases, I have observed that a friendlier tone gets me a better response rate.
- Ensuring the email is about the recipient and not me, the sender.
- Sending the email at a time when the recipient would be most receptive. Which means that I avoid month-ends, year-ends and quarter-ends, Monday mornings and Friday evenings.
If I play my cards right with the right template, minimum effort pays maximum dividends in terms of B2B sales—both literally and metaphorically. From thereon in, this process works like clockwork.
Anatomy of the mass cold email
In the first week of October 2018, I ran an email outreach campaign in a particular industry segment by implementing the above-mentioned strategy to a “T.” The picture below shows what the email looked like.
Mass cold emails
- Mails sent: 102
- Open rate: 32%
- Responses: 8 (7.2%)
- Meetings set up: 8
- Pipeline generated: $108K
I’ve experimented with numerous iterations, receiving varying degrees of success, and this combination stands out as the most effective. With nothing more than a couple of hours of research, reaching a response rate of 7 percent and an open rate of 30 percent for a mass cold sales email is nothing short of a great start.
Undoubtedly, mastering the art of mass cold sales emailing is a work in progress, and I hope you see how overlooked and indispensable it is in the foremost process of lead generation. So, incorporate these pointers in your next email campaign and see how it goes. Feel free to leave a comment to share your tips, tricks, and thoughts.