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Woodpecker defines cold email as simply “a way to start and maintain business relationships”. Think of it like a scenario where two people meet and start a conversation. In this meeting, there is always an initiator, the one that reaching out with a handshake or a simple “hello”. This is what cold email means. It is a process of creating rapport between a business and partners or prospective clients. Cold emails do not demand that you start making a business offer immediately. Like the fellow that reaches out to someone else in a gathering, he is not required to start selling his product immediately. Rather, he will need to create a connection first.

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When sending out cold emails, it will probably be the first time your prospects will get to know about your business. You will want to keep that as short, sweet and memorable as possible. In the article, I will be guiding you through 5 steps to help you write cold emails that will convert to sales in the long haul.

Edit the “from” line

Many a time, this determines whether or not your prospect will open your email. It is necessary that you customize the “from” line in your email to include your name and the name of your company. For instance, you can use “Emma from Sheraton”. Your prospect is able to identify you immediately and will be more likely to open it, to know what you have to say.

Create a hooky subject line

In the hook-story-offer marketing strategy, your hook is typically your subject line. Write something that will prompt your prospect to open your mail.

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You can also make use of an emoji. However, be careful not to abuse exclamation marks, as it will make your mail end up in the spam folder. Make it personalized, and be as human as possible.

Draft an intriguing introduction

Your subject line might have succeeded in grabbing your prospect’s attention, but if your introduction is crap, they won’t read past the first line. You will have to maintain the momentum.

Your introduction should not be more than 2-3 sentences and should focus on your prospects, their personality and achievements.

Discuss your value

Otherwise known as the body of the email. This section should be all about your value proposition. Be careful not to appear ‘salesy’.

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You’re not selling anything here. Rather, you are letting your prospect know the value you bring to the table. This is where you specify how valuable your product/service is, and not the cool features your product has. Talk benefits, not features.

Add a call-to-action (CTA)

This is the final part of your email. Whether you want them to follow your social media accounts or get your freebie, this is the section to state that. Remember, you are not selling at this stage. They are only getting to know you.

Your cold email should not be long. Keep it between 150 and 200 words. No one wants to read a long epistle. Also do well to follow up. One time is not enough. Sending them two or three times will serve as reminders to your prospects. So, what are you waiting for? Start sending those cold emails today and create valuable business connections!

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This article was first published on 9th August 2022


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

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