Cold outreach can be risky business. Some people have great success with it, while others find that it gets them nowhere. The truth is that, when done right, cold outreach can help you secure new clients and achieve your goals. Even if nothing comes of it right away, it can help you build your network, which can come in handy later.
If you want to make cold outreach work for you, it’s vital to follow best practices. With these do’s and don’ts of cold outreach, you’re likely to have a much higher chance of success.
Email Templates
Email is often the preferred method of conducting cold outreach, although options like using social media or even calls could be possibilities. With email, you can quickly target the right audience without being too intrusive.
Here are the top things to do and not do when crafting email templates.
Don’t
Use AI
There are times when AI can be a handy tool, but it’s not the best option for your cold outreach email templates. You want the design and the copy to come from you, and you want it to be high-quality.
Copy Others
Be original when setting up email templates. You can take inspiration from those who have had success with cold outreach emails but don’t just copy their template entirely.
Use Spammy Keywords
Certain words can trigger email spam filters, ensuring your email automatically ends up in the bin. These words can be easier to get caught using than you might think, including things like “free” and “order now”. Look at lists of spammy keywords to try and avoid them.
Overuse the Same Template
Switching up your email template occasionally isn’t just good for keeping people interested. It also stops your email from being seen as spam. Spam filters can filter out repeated body text, so your recipient might never see your email. Avoid using the same email for too long.
Use Too Many Emojis
There’s evidence that emojis in email headlines can make it more likely people will open them. But it’s important that you don’t go overboard. Use emojis sparingly and ensure they’re relevant.
Do
Always Greet the Recipient By Name
Personalise your emails by greeting the recipient using their name. Find out who you’re talking to if you don’t already know.
Include a Picture/Signature
You know who they are, but will they know you? A picture of you and/or a personalised signature will quickly tell recipients about you. Include your role or what you do so they can see at a quick glance.
Use a Personalised Subject Line
Add even more personalisation with a subject line tailored to the recipient. Mention their business or how you think you can help them, for example. It could get them to pay attention and open your email.
Be Upfront
Be open and honest, and make sure you don’t bury the lede. Get to the point and tell the recipient what you can do for them.
Automation Software
Using automation software is a really useful way to speed up the process of cold outreach. However, there are some precautions you should take if you want to avoid spamming people and create genuine engagement with your prospects.
Don’t
Automate the Whole Process
Automation tools are helpful, but you still need to be involved. You might use automation to help with things like sending follow-up emails, but avoid automating the entire process.
Send Emails in Bulk
Avoid coming across as spammy by sending individual emails, instead of sending in bulk. Google recommends no more than 60 per day.
Do
Read Every Single Email Before Sending
The last thing you want is to read your email after you’ve sent it and realise that there’s a huge mistake. Even if it’s just a typo, it won’t make you look very professional. Check it over before sending it.
Schedule Emails to Be Sent at the Right Time
Scheduling is really important to get your emails opened. Send yours during a normal workday to make it more likely the recipients will take interest.
Audience
You need to know your audience if you’re going to engage in cold outreach. It will allow you to properly target the right people and tailor your messaging.
Don’t
Use a Shotgun Approach
Don’t just “spray and pray”, i.e. send emails to just anyone and hope it will work out. Select your recipients carefully.
Do
Use Tools and Platforms
Make use of tools to research and get to know your audience, as well as measure their responses. The right tools can help you segment your audience and target the right people.
Utilising Other Platforms
Aside from email, there are other platforms you might use for cold outreach, such as LinkedIn. They can be useful too, but there are still some rules you should follow to get it right.
Don’t
Mass Follow or Message
Expanding your network is a good idea, but don’t just follow people without good reason. Before you follow someone or message them, think about why and whether they’ll appreciate hearing from you.
Spam in Replies or Comments
Engaging in the community is smart too, but you need to ensure what you have to say contributes to the conversation. Don’t spam and make it all about you.
Do
Build Social Profiles First
It’s a good idea to build your social profiles before you start emailing or messaging anyone. Optimise your profile on LinkedIn or other platforms so that when people want to find out more about who you are, they can see everything you want them to know.
Use Social Media DMs to Follow Up
Direct messaging on social media can be a good way to follow up on an email. It means you can avoid emailing someone twice while connecting with them again. Instead of a potentially annoying “double email”, you can send a message as a gentle nudge or follow-up to keep the person engaged.
You can make cold outreach work for you, but be careful about your approach. You need to avoid coming across as spam and make an effort to really engage with prospects.