How to write B2B Cold Emails that Get Responses

How to write B2B Cold Emails that Get Responses

Cold emails are one of the best ways to reach potential customers and generate new sales leads consistently. However, the success rate depends upon the response rates. Generally we all assume that we have written a perfect B2B cold email that will elicit more number of positive responses. But in reality, it doesn’t happen that way.

When I thought I wrote a compelling cold email, I did not get an impressive response rate in spite of my average open rates being above 45%. This made me search for the reasons, and in the process, I discovered that Targeting the Right Audience is the Key for Successful Cold Email Campaigns. It really helped me double my B2B cold email response rates. I am sure these B2B cold email techniques will certainly help you too.

2 Key Elements to improve B2B Cold Email response rates

If you are desperate to improve your B2B cold email response rates, you need to master the following two key elements for success.

  • Narrow targeting
  • Personalization 

Let’s look at these in detail.

Narrow down your audience for cold email relevancy

The First key element for a Successful Cold Email Campaign is Targeting the Right Audience.

Define your Ideal Customer Profile & Buyer persona: B2B cold email response rates are directly proportional to accurate targeting. If you can draft a great cold email but send it to a wrong person, all the efforts you took to write that perfect email would be in vain.

So, if you want to increase cold email to potential client ratio, you must define your ideal customer profile and buyer persona carefully. In my case, my target audience is top-level CXO’s, VP Sales & Marketing in tech companies who can be easily found on LinkedIn and other B2B networks.

One audience per search criteria works best: Mixing too many personas or search criteria can get you off track. Try to use only one or more search criteria to make your audience lookalike. I use LeadGrabber Pro Tool to target lookalike audience from LinkedIn. This helped me to narrow down my search result and target a small group of potential prospects. So I understood my audience better and personalized the cold email message accordingly.

Example: I used minimal LinkedIn Sales Navigator search filters to get a targeted email list.

Geography : Illinois (Email sending time covers one time zone)

Industry : Catering

keyword : “Corporate catering services” – to make my email more relevant.

Personalize emails more than just {Name} & {Company}

The B2B cold email you write should be relevant to your audience. One audience per search criteria helps you personalize the email better. Personalize a common element (may be title, geography or service offering) to make your B2B cold email look more personalized and relevant.

Here’s how narrow targeting helped me in writing a more personalized B2B cold email:

Cold Email Template Personalization

In the above illustration, I targeted prospects that belong to catering industry. Now that I knew they offer corporate catering services, I personalized that common field across all the emails.

In the second line, I added my target audience’s potential prospects’ title with a benefit and a screenshot of where I found them.

I also stated how my product can add value to their business + a strong rational impact.

Finally, I ended up with a call-to-action.

Social Media and Website Research

The best cold email template should make the audience believe that you wrote the email manually. It must show you researched them and you are reaching out because you have a solution that can add real value to their business.

Social networks and corporate websites are some of the best places where you can find your targeted prospects. It helps you to research on your prospects’ business, industry, services, products, solutions, geographical presence, probable prospects, accomplishments, etc. You can use any one of these information as talking points or you can relate them in your email.

4 Cold Email Strategies that Doubled my Response Rates: 

  1. Start with a stronger personalization: I always spend some time to research about my prospect on social media and start my email by congratulating on a recent achievement or job change; talk about a common interest on their profile or quote about their recent social media post. This way, I can grab attention and compel to read further.
  2. Attach a social proof: I shared a link to the particular page that I researched on their website. Thus I can prove that I am not a spammer but genuinely reaching out to offer help.
  3. Explain the value proposition: I addressed their pain points more than quoting about the solution. As a result, I added a screenshot of my software and showed them how I can help their business.  
  4. Add a clear call-to-action: Since most of the C-level prospects might be busy with meetings or traveling, they may not be able to commit 15 or 30 minutes straight out of their calendar. I tried asking for a quick call. Say, less than 5 minutes, which is a two step process.
    ✔ A quick phone call to brief the solution and fix an appointment.
    ✔ An elaborate product demonstration.
    This way, we can save both the prospect as well as the sales person’s time and effort.

Remember to A/B test your personalized B2B cold email templates every day to get more responses and to measure the click through rates of your cold email.

Cold Email Elements that Doubled my Response Rates

[Note: Use the idea and framework but not the exact email template as it may not produce the same results for you. The spam bot will identify common elements of the template and your email might land in spam folder]

Fill up the contact form if you want to find Lookalike audience and send personalized cold emails that get more responses. We will get back to you with a live demo.

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