Have you ever sent a highly personalized e-mail to a potential prospect, without even talking to him/her? Well, it was a cold email. 📬
Today, a professional receives an average of more than 50 e-mails per day, of which about ten are clearly identified as promotional or advertising... 🤯Comment stand out from the crowd, and make a good cold email?
We tell you everything, or almost everything!
Cold email, phoning 2.0?
Cold email is a personalized prospecting technique (versus the mass mailing that was fashionable a few years ago), and very scalable, unlike "cold calling".
It's easier to send 100 emails in a day than it is to make 100 phone calls, right? 😉
But it is still very tedious, the automation of cold email campaigns can save a considerable amount of time and gain in efficiency. To do this, automation must go hand in hand with adaptation and personalization.
🔥Une good cold email strategy should lead to opening rates above 60%, and a response rate > 25%. Sounds like a dream, doesn’t it?
Start by defining your target and your people
Above all, it must be understood that quality clearly takes precedence over quantity.
Targeting and segmenting is the first thing to do when preparing your prospecting campaigns.
Goodbye to sending mass emails and crossing your fingers that one of them will fall on the right person. Hello targeted personalization and efficiency.
A target is generally defined by asking these questions:
- Which sector of activity do I want to address?
- What kind of company? (Startup, SME, large groups, associations...)
- What is the position of the person I want to speak to, what is his or her responsibility in the company? (CEO, CMO, CTO, Head of sales, HR...)
- Eventually, what career path?
Once your persona(s) have been defined, it's a matter of finding them...
(Good) Using LinkedIn
LinkedIn is the largest public B2B database, up-to-date and legally exploitable.
Once your personas are defined, filter your segments via Sales Navigator and retrieve all the data from a contact's form: at least the combination First name + Last name + Company website (or failing that, the name of the company).
💡Astuce: refine your search by excluding, for example, shareholders, trainees or profiles without a photo, which are generally less relevant.
Many tools allow you to create workflows to automatically retrieve information from the Linkedin records of your target:
Recovering data is good, being able to exploit it is better. Once your lead base has been established and segmented, it is important to enrich it in order to personalize each of your communications.
Enrich and qualify its contact base
You are therefore in possession of a targeted base, but may be incomplete. The road to the success of your campaign is not over ⛰.
Your contacts to be enriched are in a file (Excel, CSV or maybe even .txt)
- It is then possible to enrich this base thanks to Dropcontact directly via a drag and drop in the application to retrieve a new file all clean and enriched ;
- Or you can directly enrich your leads by customizing an automatic workflow according to your use case. And we tell you how to enrich your data with Dropcontact and Zapier or Integromat.
You have directly imported these new leads into your CRM
- Dropcontact is directly integrated into Salesforce, Pipedrive and Hubspot. One click is all it takes to connect the two applications. With this integration, all the contacts in your CRM are automatically enriched, cleaned up, standardized...
The personalization of your emails is the key to the success of your campaigns.
Whatever the method used, Dropcontact enriches all your leads from [last name + first name + website (or company)]: Add civility, normalize the first name, remove "toxic" characters, add and verify the professional email address, add company information (website, sector, number of employees, etc.).
Personalize your e-mails
Even if your campaigns are automated, don't forget that you are a person talking to another person. 😉
The idea is not to follow the "school methods" that everyone knows, but to be original, relevant and to personalize object and content.
Using the experience of the Sales and Marketing teams is an effective method to find the most convincing objects and content. Brainstorm with your teams to share the different successes (and failures) of past campaigns, test, iterate... and your campaigns will perform :)
In general, forget what you have learned or all the email templates you see passing by. Differentiate yourself.
Another important point: Timing is everything when sending a cold email...
We will not advise you to send your campaigns on a certain day at a certain time. We are talking about the most opportune time to reach your prospects at the exact moment they are available and need your offer. Only your experience will be able to advise you 😉.
Again, test, test and re-test to improve your mailings as you go along, according to your target.
Automation and sequencing of cold emails
Don't worry, there are very good SaaS software to automate your cold email workflows like :
Thanks to these tools, you will be able to program, test and analyze each of your campaigns and thus become the king of cold email.
💚 Dropcontact is the only SaaS solution that does not have databases to enrich your lead databases, guaranteeing 100% compliant GDPR data.
It would be a shame to stop at this completely compliant approach.
It is essential to add a discreet unsubscribe link integrated in your email or your signature: It is mandatory to leave the possibility for your contact to ask you to stop the communication.
👉🏻 Continue on the dedicated article :: canGDPR we still send canvassing emails
In conclusion, qualify and enrich your email addresses, personalize, test your emails and do not remain frozen, adapt! You will only have to close these "heated" and ultra qualified prospects. For that we let you do it, it's your job ;)
That was for the marketing part, the technical configuration part should not be put aside. Think about configuring your Custom Domain, and your SPF, DKIM, and DMARC.
We tell you everything here 👉🏻 [Tuto] How to have an opening rate higher than 70% thanks to the configuration of your domain name