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1. Target your audience

Before sending an email, it’s crucial to define the audience it should reach. An overly general approach will undermine the effectiveness of the campaign. It is therefore important to take the time to identify the people to contact by precisely looking for relevant information about the companies and the decision-makers.

Getting the precise email address of your target is necessary to prevent the message from being ignored. Finding the right email address is a key step and different tools can help you determine how to find an email address, and proceed efficiently.

2. Write an eye-catching subject line

The subject line is the first visible element of an email. A good subject line must therefore be short, clear and incentivising. It should provoke curiosity without sounding too promotional. Examples of effective objects include:

• “Any idea to improve [company name]?”
• “[First name], a suggestion you might be interested in”
• “A quick exchange on [relevant topic]?”

3. Personalize the message

A standardized email will not attract attention, personalization has a decisive role. Take the time to personalize each message through the recipient’s first name, their company and a specific characteristic of their job for example. You need to demonstrate your interest and research so that your message is not perceived as a generic email, addressed to a list of random contacts.

4. Offer added value

The recipients of your emails receive dozens, or hundreds, of solicitations per day. To capture their attention, your message must stand out and bring something concrete:

• A solution to a problem encountered
• A free tip or resource
• A relevant opportunity for their business

5. Structure your email effectively

An optimal prospecting email follows a clear structure:

1. Personalized introduction: introduce yourself succinctly and explain the purpose of the contact
2. Added value: specify the benefit of your offer or proposal
3. Call to Action (CTA): Offer an appointment, demo, or quick call
4. Courteous conclusion: thank the recipient for the time spent and open the door for a future discussion

6. Use a conversational approach

The tone of your email is important, too formal or too commercial and your interlocutor may put on the brakes. The approach should be natural and engaging, resembling a conversation that is starting as much as possible. Use open-ended questions to prompt a response.

7. Raise smartly

Don’t lose hope at the first email, the majority of returns come after one or more reminders. If there is no response, anticipate a follow-up after 3 to 5 days. The latter will also have to consider several elements:

• A reminder of the first email, without insistence
• New information or a different angle of approach
• A short and direct follow-up is much more impactful

8. Automate without dehumanizing

Automation tools are valuable for sending emails in series, while ensuring a certain level of personalization. However, avoid massive generic emails. You must try to save time, while maintaining a human and authentic aspect.

9. Test and optimize

Analyzing the performance of your campaigns is essential to improving your strategy. Feel free to try different email subject lines, phrasing, and calls to action. Track open and response rates to adjust your messages based on the results observed.

10. Explore Alternatives

If cold emailing doesn’t fully meet your expectations, you can pair it with alternatives like social media, or the use of artificial intelligence tools to refine your messages. To boost your prospecting, the ChatGPT alternative can be relevant and complementary at each stage of your strategy.

Cold emailing is a communication art that is based on personalization, relevance and added value. By applying a strategy based on these three pillars, you increase your chances of getting answers and converting a large proportion of your prospects into customers. The key to success lies in an authentic approach and continuous improvement of your practices.