One of the most common questions I receive from business owners is, “Does cold email actually work?”
The short answer is yes, but it’s critical to note that not all products or services are appropriate for cold email outreach. Here are four situations where cold emails work best:
1. If you want to build relationships; not make a direct sell
Cold emailing is a great sales approach if you’re selling a service or product that requires a relationship of some kind.
The fact is, people buy services and products from people they like and respect. Cold emails are a great first step to building a genuine relationship with another human being.
Cold emailing does not work effectively for direct selling (such as selling a product through an eCommerce store). There’s no relationship to build because the customer simply navigates to the store, adds a product to their cart, and checks out.
2. If the value of your service is best communicated through a meeting
Has this thought ever crossed your mind?
“If I could just get them on the phone and explain how this works, I know they’ll want to work with me!”
If so, then cold emailing is likely a great option to pursue.
If the product or service you sell typically requires a meeting, a live demo, or a video call to close a deal, there is no better solution than a cold email for opening that door. Why? Because email has one goal and one goal only: booking a meeting. I really cannot stress this point enough, so I’m going to say it again:
The point of a cold email is not to pitch or sell a product.
The point is to request a meeting.
Ultimately, someone must be interested enough in you (not just your service) to agree to jump on the phone or zoom or get in a room with you. If you believe your deals are best made person-to-person, then your starting point is a cold email, your halfway point is the sales meeting, and the finish line is your closed deal.
3. If your product/service solves a specific pain point
Pain points. There’s not a business owner alive who doesn’t know this term. Every good business solution must address the pain points of their ideal customer.
Cold emailing is an especially effective way to paint a vivid picture of your ideal customer’s pain point and how your product or service solves the problem. Outlining a person’s deep-rooted pain point in an email (within a sentence or two) is a surefire way to elicit an emotional response from your reader (“Ugh, I have that problem every day, and I hate it!”).
After you’ve identified a relatable pain point, it’s now time to introduce what you’re offering that will solve the problem. This is your chance to show them how to solve the problems that keep them awake at night. The most effective way of doing this is by showing them you understand the problem. Avoid rattling off a list of every single benefit or feature that comes with your product or service — those details aren’t going to tell them how you plan to make their lives easier or better.
4. If you are primarily a B2B company
B2B businesses generally have the most success with cold emailing.
This is because it’s easier to hone in on your targeted client. You know what kind of businesses need your service, and you know who in that business has those deep-rooted pain points. It’s also relatively easy to find contact information for these target clients online through business websites, Google searches, and LinkedIn profiles.
Get started with cold email lead generation
If your business ticks any of the four boxes above, then cold emailing is likely a great sales strategy for your business.
Email acts as a perfect introduction to prospects — it’s softer than a cold call but still direct. Of course, it takes courage and determination to wake up every day and reach out to strangers to make new friends and build relationships. That’s where SiteCare’s email lead generation experts come in.
Get in touch with us today to learn more about how we use cold emails to help you book more (and better) sales meetings.