The average open rate for most cold business emails is 21.33%.
To say it's difficult to land any responses from your cold emails is a massive understatement. If you don't know what you're doing, it's even worse. You may as well be throwing darts in the dark.
Cold B2B emails are a valuable marketing tool when it comes to landing potential new customers. Sending out a generic sales email won't go anywhere, though. Most people are inclined to move an email from a stranger into the "trash" folder.
If you're trying to craft a cold B2B email, there are benchmarks you need to hit at certain steps of your cold email sales funnel. Let's explore what makes an effective B2B email, starting from the subject line to the content itself.
7 Tips for Cold B2B Emails That Generate Sales
If you're relying on cold emails to generate potential sales, then there are several factors you need to monitor.
The first thing you need to ensure is that you can track certain statistics to gather data. If you can't study what is and isn't working, you'll never nail down an effective email sales campaign. You want to track your open rate, response rate, and conversion rate with each version of an email you send.
There are standard benchmarks for cold emailing in each industry. You should have a minimum set for your opening rate, response rate, and conversion rate. If you're falling well below that minimum in any area, then you know you need to do some work on that part of the email.
Here are our top seven tips for sending a cold B2B email that’ll exceed the industry standard benchmarks:
1. Craft the Perfect Subject Line
First impressions are important, even with emails. More than one-third of people base their decision to open or trash an email on what the subject line says.
Be straightforward and concise. You want your email subject line to compel the recipient to open out of curiosity.
Here are a few specific tips:
- Numbers are easy to process and grab the attention.
- A surprising statement or question generates curiosity and urgency.
- Keep your subject line to under 70 characters to avoid looking spammy.
2. Don’t Lead With Sales
Remember that you're emailing people, not a business entity.
Look for talking points to open your email with that relates to their business and why you're emailing them. Don't open the email with trying to push a sale down their throat. You need to convince the recipient of how they'd be benefitted by your services.
3. Custom Tailor Each Email
The worse thing you can do is send out a mass email. Correction: the absolute worst thing you can do is send out a mass email with every prospect CC'ed.
When you cold pitch your prospect, your email needs to be personalized to their unique pain points and needs.
4. Focus on the Value You Bring
Pitching your expertise rather than the value you can offer is a common mistake entrepreneurs make. Remember that this cold email is about your potential customer, not you.
Your email should hone in on their pain points and needs. The proposal should work toward explaining to them how they benefit by purchasing your SaaS tools and applications.
5. Know Your Potential Customer’s Pain Points
If you don’t do your due diligence to research into each prospect, your email will come across vague and end up marked as spam. If you can find out what your prospect’s pain points are and figure out how to leverage them, you’ll be a step closer to generating a sale.
Every prospect will have different pain points. It’s important you treat each potential customer as a unique individual and tailor your proposal as such.
6. Be Concise, but Don’t Skimp on Details
There's a careful line you have to walk with your email's content.
Too little detail and the recipient won't have enough information to feel compelled to take action. Too much detail, and your email will be a wall of text that the prospect won't feel inclined to read. Both sides land your email in the trash bin.
Your prospect wants specifics. They want to know what exact results you can deliver if they hire your services.
7. Engage and Build Trust
Consider it a call to action (CTA) if you want. At the end of your email, you need to have engaged the person and left them an opening to reply.
The whole goal of your email is to inspire the customer to respond so that you can get a conversation going. If you don't move the customer to reply to your email, then you can't move on to the next step.
Once the customer does reply and you have an open line of communication started, you can start to build trust. You need this communication and trust if you want to push for a call or sell.
Emails That Propel Your Business Forward
No one starts as an expert in any given field. It takes time and experience to build the skills necessary to be successful at sales. Even once you are considered an expert, email marketing is a complex and difficult strategy that’s in constant flux.
If you're the founder of a startup B2B company, Startup Sales can help define and build a sales structure. We have the know-how and experience to craft effective B2B emails that generate leads and convert into sales.
Book a strategy call with us to get a 3-step action plan that’ll help you start solving your pain points. We'll gather important data on where your company currently is, as well as what goals you have set. We'll then take this information to create an action plan that will help give you clear, actionable steps to start achieving the success you want from your business.
Contact us today at Startup Sales to find out all the ways we can improve your sales funnel and boost sales.