Cold email boils down to 5 things:
1. Deliverability
Before anything else, you need to make sure your emails are ACTUALLY being delivered to the prospect’s primary inbox.
You could have the best scripts and targeting in the world, but it won’t matter if your emails land in spam.
Here’s how to make sure your emails are deliverable:
- Warm up your emails with a tool like Inboxy
- Sign up for newsletters with the cold email domain
- Scale up slowly… We start at 5 emails/day then ramp up by 10 each week
- Leverage multiple domains… QuickMail lets you rotate domains so if one gets burned your campaigns aren’t busted
- Do weekly deliverability tests… Even if you’re being careful, still check
2. Targeting
Cold email is a combo of 3 things: Saying the right things, to the right people, at the right time.
Let’s dive into the “people” part.
First, make sure you’re going after the right target audience.
Ask yourself, “Who am I looking to help and can provide value to?”
Your answer needs to be specific.
Here’s a great example:
“I help divorce attorneys in Tampa, Florida that have 1-20 employees and do $1m-$5m a year in revenue.”
Once you have a specific target audience, you’ll be able to position yourself as an expert in that niche with your website, VSL, and in your cold email scripts.
3. Messaging
There’s a really simple rule when you’re writing cold email scripts:
No one cares about what YOU do, they only care what you can do for THEM.
Keep your scripts short and concise, and focus the messaging on the prospect.
A good rule of thumb to follow with cold email scripts is keeping the word count to under 50 words, and making sure there’s more “you’s” than “I’s” or “we’s” in the email.
Prospects should be able to read your entire email in ~3-5 seconds.
For follow ups, leverage case studies, use guarantees, pitch Loom videos, or offer free value to grab attention.
Here’s a great thread from our co-founder Andre on cold email tips.
4. Timing
Even if your messaging is on point and you’re targeting a super specific audience, you still may not be getting great results.
This is where timing comes into play.
Maybe your prospect was slammed all week, or got married, or their wife had a baby.
This is why you need to have a cold email sequence that accounts for timing.
Our sequences are all 5 emails long, and span over the course of 3+ months.
We’ve had plenty of prospects answer us on the 5th email that got sent 3 months after our initial outreach.
Persistence pays!
5. Consistency
A HUGE mistake I see a lot is people think cold email is some magical solution that’s instantly going to print sales calls.
Unfortunately, in most cases, it’s not.
Most of the time, you’ll need to iterate and optimize your strategy several times.
We’ve had cases where we got next to no results for our clients for 3 months…
Then with a simple targeting pivot and some new email scripts, we started getting calls booked for them consistently.
If your initial campaigns flop, try again.
And again.
And again.
Once you have your offer, your targeting, and your scripts dialed in, there’s no way to fail with cold email so long as you don’t give up.
Stay consistent with your efforts, and the results will come.
If you want to outsource your cold email efforts to a team of experts, we’re here to help!
Book a call today and learn how we can help scale your agency as your dedicated growth partners.
