Best Ways to Create Profitable Personalized Cold Emails

Author
Vladislav Podolyako
Published
Mar 23, 2022
Reading duration
16m

One of the most powerful digital tools in the 21st century has to be email marketing. According to mathematical surveys done by several sources, the Return on Investment (ROI) of email marketing is $36 per $1 spend. That is over 3600% worth of profit. If you are in business, you can’t ignore this. The most powerful marketing technique is cold emailing. It has managed to help companies raise billions in profit. The only way to make email marketing better, if not perfect, is writing hyper-personalized cold emails. If you are not familiar with this, we will teach you how to go about it with relative ease, but first, let’s look at what cold emailing is and how it will make your profits soar.

Cold Emails

Cold emailing is a technique generally used in sales or business as a whole, where you email a prospect without prior communication to explain your desire to sell, partner, or do business with the recipient. The technique is the email equivalency of the popular cold calling technique. The difference between the two is that the cold email technique is more effective, and it can be attributed to the extent to which you can personalize them. Sounds great, right? 

Why Personalized Cold Emails

Cold emailing is not easy. It's time-consuming and very technical. Adding basic personalization to the whole equation makes the technique labor-intensive. Most people might be a bit reluctant to take the personalization route due to this. Here are some of the main benefits you are set to reap if you decide to go with personalized emails.

Increased Reply Rate 

The first metric you can use to measure the success of your cold email campaign is the response rate. There is no doubt that people will respond to emails that feel and read like they were addressed to them personally. According to studies and surveys conducted by sales rep Josh Turner, 72 percent of people say that they only respond to emails aimed directly at them. The best way to make a recipient pay attention to your text and offer is to personalize emails. 

Increased Deliverability

A huge chunk of cold emails fail to make it to the box of new customers or business partners. The reason for this is that using a single template repeatedly will trigger spam filter responses. With how sophisticated modern-day spam filters are, there is a need to ensure that you put in place a countermeasure to ensure your emails are delivered, read, and, most importantly, replied to. Hyper-personalized emails are one of the strongest tools that you can use to ensure that your email deliverability hits the roof. Send personalized emails!

Increased Sales 

Business is all about increasing sales, and basic personalization is one of the tools that will make your campaigns profitable. According to studies by DemandGen, personalizing cold emails can increase sales by up to 20 percent. This statistic displays how much of a big deal personalized cold emails are. It should give you even more reason to go down that route.

There are several more reasons why personalizing your emails is a good idea: better conversion rates, client referrals, and, more importantly, more profits. 

Creating Personalized Emails

Personalization is broad, and depending on the industry, the recipient, and the intention of the cold email, you can choose which elements are best suited for your cold email. Here are some of the best personalization elements you can and should use in your cold email.

Prospects and Company Name 

One thing that someone will never get tired of hearing is their name, and it applies to emails as well. The main goal of advanced personalization is to build familiarity. It means that if you are writing a cold email, you need to add the prospect’s name to the email. 

You do not have to take our word for it. According to several scientific studies, mentioning someone’s name tends to activate certain areas in the brain. This activation results in people becoming more and more attentive. One thing you would want in your email is to get attention. Mentioning your prospect's name will get you just that. 

There is a need, though, to be proactive and balanced when it comes to name-dropping. Keep it minimal and ensure that it is only used when necessary. The subject line is practically the best place where you can place the name of your prospect

If you are looking to make the best of personalization using your prospect’s name, here are some of the ways to do it in the subject line: 

“Hi (Prospect’s Name), we know you will like this”.

“Mr. (prospect’s name), have you heard about this?”

2 or 3 times is ok when it comes to adding your prospect's name to the email. The last thing you would want is your email feeling too “sale-sy”. There is nothing more personal than someone's name, and it is just common sense to ensure that it is part of a  personalized cold email.

Mention the Foundation of Contact 

This is very important. With spam and cybercrime taking center stage on the internet, people are skeptical about their details falling in the wrong hands. It becomes essential to ensure that whenever you email someone, you mention where you found their email and why you feel they are the perfect recipient for your cold email.  

If your lead generation process involves purchasing leads online, it may be difficult. If your potential buyers are generated organically, however, it is quite a stroll in the park.

If you have found out about the prospect through mutual contacts, you can mention that. It is the best way to establish a relationship. If you reach them via a mutual connection, be sure to mention the mutual contact. An example of this is:

“ ... I got to know you through (mutual contact), and I was impressed by what I heard ... ”

Some other points of contact options that will give you credibility are LinkedIn and Google. If the prospect has a LinkedIn profile, you can say that is where you encountered them, and based on the content they share, your service or product might be interesting to them. Here is an example of the message:

“ … I came across your profile on LinkedIn, and I think you will like what we have on offer.”

It gives you an edge as it shows that you put in the time to research and get information on the prospect. It gives the potential client a sense of self-importance, and it’s an ingredient for success in the cold emailing business. If you can make a prospect feel important, you can convert them into a paying customer

Compliments 

Compliments are everything. Remember, your lead loses nothing by not engaging with your email (or they think so if your offer is not impressive enough). It means that the onus to make the conversation continuous lies solely on you. The best way to grab attention is to drop compliments. That is a basic sales principle. Applying it to cold emails will make you a sales juggernaut. 

Receiving compliments triggers the same part of the brain that is impacted by receiving money. You can recreate and trigger the happiness you get when you receive money from your prospects with a good compliment. If you can achieve that, trust us — you can sell them anything. 

Good compliments are pivoted on research. You have to know about your prospect. For instance, if your potential customers are industry leaders, mention that. Tell them that you admire the work they have done. Better yet, mention an example

If you come across your prospect on LinkedIn, do tell them that their blog post is top-tier and inspirational (make sure to include the blog name in the message body). It will also give you an edge because they will make sure you have great research skills. Information is everything in sales, and quality information is essential when it comes to email personalization. For instance, this is how you can go about it:

“Firstly, I would like to comment on your managerial structure; it is very impressive, and we are looking into implementing it in our own company.”

or:

“I would like to comment on the content you post on your LinkedIn profile. It is insightful and has been quite inspirational for me.”

Emphasize Pain Points 

Every organization has problems. These can be referred to as pain points. Figuring these out and highlighting them in your emails is one of the best personalization techniques in the sales funnel. If you want to send personalized cold emails, you should emphasize sales points. Highly specific pain points will grab attention, and that is exactly what you want with every cold email.

Pain points are problems, and whatever you are selling or advertising should be able to solve them. Just highlighting them will not do your cold email any good. It means personalization requires you to invest in research. It’s a two-tier method: mentioning a pain point and showing how your product or service will solve the problem.

There are two main elements that you should use in determining the highly specific pain points and include them in your email. The first one is specificity. Make sure that every problem included in your email is specific to that prospect. Generic pain points display laziness and futile research, and that is not a characteristic you would want your lead to notice in a cold email. General problems like “low profits” and “low productivity” reek of complacency. Mention a specific pain point, and if you have accurate data to highlight the extent of the problem, be sure to add it. 

The second element is compatibility with your prospect’s domain and product. There is no use in highlighting a pain point that you cannot do anything about. It is a waste of time and makes your product look, in a way, imperfect. For every problem you mention, your product should solve it.

The secret to personalizing cold emails with pain points is ensuring you choose quality over quantity and making sure this problem is suffixed with a solution from what you are selling. Here is an example of how you can bring up a sales pain point:

“According to the data available online, your company's sales have dropped by 45 % in the past year. Our product can help minimize the decline and provide a 35% increase in sales in the next quarter.”

or:

“We have noticed that your social media engagement has decreased significantly. Our product can help alleviate that problem and get you back to the high echelons of social media.”

Industry Triggers 

If you are a salesperson, you know that chaos and disruption are nothing but provisions for more sales. There are many events that happen in business, and each event influences or affects existing systems. Be it negative or positive, mentioning disruptions in your cold email can easily get you a prospect's ear. 

If there has been a change in the company hierarchy, or if a prospect’s company has experienced a financial breakthrough, you can use those events to make your cold emails more personal. People love to hear people talk about their success stories. It triggers interest and makes prospects pay attention. 

Negative trigger events, like a prospect’s business nearly going bankrupt or facing litigation, can be a tricky gamble. It can help make the prospect pay attention. But if you slightly miss the wording, things can easily go south, and you won’t like the results.

Here is an example of how you can use trigger events to personalize the email:

“Recently your company scooped a regional award, and, as a result, we feel our product can help you engage potential buyers at an international level. It is important, especially with regard to your acquired regional status.”

Make It Interesting

The best thing about modern lead generation is that there are social media apps. It is easy to find out about your buyer persona. One of the most useful pieces of information that you can use to make your cold email is your prospect's interests. The first cold email solely serves as the bridge to opening up doors of the relationship. 

Most people make the mistake of trying to convince people to be overly interested in their product with the first email. I hate to break it to you, but making someone fall in love with your product using one email is not easy. Dig into the elements they are already interested in and start from there. 

If your prospect likes football, you have every reason to add football references to your email. If they are into cars, add mentions/jokes/hints to cars. That will add an extra ounce to how they weigh your credibility. 

One thing that is also essential is to ensure that whatever interest you are bringing into the conversation has a bit of relation to the product you are offering to the prospect. The relationship is the chief tool in the sales pipeline, and if you bring up their interest, you have a better chance of building trust with a prospect.

Try to ensure, though, that you do not get too personal. The last thing you would want is for your prospect to think that you are digitally stalking them. There is a thin line between advertising (introducing your product or service) and intrusion, be sure not to cross it. There is also really no reason to drift away from your actual intent, which is to sell a product. 

Use Visuals 

The dawn of smartphones means that people are always reading text, and, in the end, it can become quite exhausting. As a means of personalization and allowing your emails to stand out, use visuals. People are most inclined to pay attention to visual representation compared to text. It's just science, and you have to take advantage of it. 

Rather than talk about how much your product sales are growing, just show your prospect a simple graph showing growth. Rather than explain what your product does using text, send them a short video displaying how the product works. Visual representation always brings out a mix of human touch and a bit of magic, and if you want to see your reply rates go through the roof, this is the Midas touch. 

We have discussed several elements of advanced personalization. The best part is, you make use of all of them using a video. Create a video that includes your prospect's interests, mentions the target market, and adds plenty of compliments, and before you know it, the conversion is completed. 

It might be a bit intensive to tailor visuals for cold emails. But if you can afford it, you have every reason to do it. It pays quite well in the long game, and that is exactly what you want. 

Timing 

Timing is an essential element when it comes to personalizing emails. If you send an email at the wrong time, chances are you are going to lose out. One of the strongest sales tactics is knowing when to send an email

When it comes to timing, there is no one-size-fits-all jacket. This means that there is a need to conduct prior research before sending an email with regard to periods and general routines. There is no need to send an email to a prospect using their business email during non-work hours. Chances are, they are likely not going to see it. The same applies to sending personal emails on personal email accounts during work hours. The probability of your cold email being productive is already diminished based on timing if you do this. 

The best way to go around the timing obstacle is to use available benchmark data and supplement it with your research. That way, chances are, you will never go wrong. According to benchmark data, Thursdays are perfect for emailing. The best time to send out an email is just before 10 am. It means you also have to do prior research on time zones to ensure that your email is timed perfectly. 

Email data shows that people are most likely going to respond to your email in the first 60 minutes they receive it. As soon as the reception time of your email reaches 24 hours without being read, chances are your email might never get opened. No matter how good your cold email is, if you fail to time it correctly, there is very little chance of success.

Sourcing for Personalized Cold Email     

We have talked a lot about the need to analyze data. It is also important that we highlight how you can acquire them. If you start with cold emailing, it can be quite cumbersome of a task to acquire all the necessary data. If you are struggling with that, here are different techniques that you can use to make sure you have all the needed information to succeed in the emailing industry. 

Third-Party Apps

It is one of the most convenient sources for lead information. Developers have created some exceptionally good apps that can help with getting data. Some of them pick leads and source information on them. Go Capture and Capello are some of the most popular apps to ensure that you have all the necessary data for personalization

One thing about third-party apps is that they can be quite costly. It is also important to ensure that you do proper prior research. The last thing you would want is to spend thousands and fail to recuperate that money. Make sure that when you sign up for third-party apps, you carefully consider security.

Forms 

Even if you get a response in your first email, there is a need to maintain continuity. You can use the email message body to source useful information to ensure that your cold email strategy is efficient. Include a form with questions regarding your prospect and use the information to time the emails perfectly and tailor the content to suit their fancy. 

Cold Email Template Question

There are several developers offering “personalized” email templates. They can just be filled in and sent to prospects by the salesperson. The content in the cold email templates is still, in a way, quite generic, but the degree of personalization is good enough to convert if you ensure that you properly edit them. 

The question is: should you use personalized email templates? Well, the answer is: definitely, yes. These templates will make things easy for you. It is important to ensure that you thoroughly edit them and add as much detail as you can. In essence, you can use email templates as the skeleton of your personalized email. But you need to flesh it up for great results.

More than Just Great Emails

Creating outstanding emails is essential. But one thing that we cannot ignore is ensuring that the emails are delivered to the correct recipients. With spam filters getting more and more sophisticated, it is important to have an email strategy that can counter this. Third-party apps and services are usually the best to help you and remove this duty from your marketing team while they are busy with the cold email strategy. Tools like Folderly have received impressive reviews when it comes to improving email deliverability. Using this tool will certainly help ensure that your personalized cold emails are received and, most importantly, replied to. 

Conclusion

The secret to success in the cold emailing game is research and more research. High volumes of information allow you to tailor emails in a quite irresistible fashion that delivers results. If you want your emails to convert and make your organization more profitable, you need to personalize based on the prior investigation. Enjoy the best of email marketing by integrating personalization!

Vladislav Podolyako
Author:
Vladislav Podolyako
Founder & CEO
Vlad’s decades of entrepreneurial wisdom and business building experience have allowed him to successfully mentor a diverse group of business owners, entrepreneurs in growing their companies. A recognized expert in the areas of transforming organizational culture and leadership development, B2B Sales, Marketing, spent more than 10 years building technology products, with a background in communication networks and electronic device engineering.

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