Cold emails: 9 follow-up mailing mistakes

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Cold emails remain one of the best methods of customer acquisition. When working with cold clients, email newsletters provide an ROI 2 times higher than calls, networking and similar methods.

However, more than three-quarters of customers show interest in the product no earlier than after the fifth email. For cold mailing to bring the desired result, a chain of emails is necessary - follow up email.

In this article, we will tell you how to write a cold email and avoid 9 popular mistakes when creating an email newsletter.

Content

Mistake 1. Uninteresting cold email topic
If the subject line is unattractive, stale, and annoying to recipients, no one will even open the email. This is especially important when creating cold emails, because most people in the cold base are not at all interested in your offer.

The subject of a cold email is its most important part. The subject determines whether the email will be read or not. Make the subject of the email interesting to the cold client, not banal, and concise. Remember that the subject should reflect the main purpose of the email, otherwise the subsequent chain of emails will not be effective.

Mistake 2. Writing cold emails in a formulaic, robotic style
Faceless, universal template phrases do not increase interest, but motivate to unsubscribe from the newsletter and add the sender to spam. To prevent this from happening, make the text of the cold letter personalized and lively. Address clients by name, use humor and a polite conversational style.

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Mistake 3. Cold mailing without taking into account the characteristics of the audience
The worst thing you can do in cold emailing is to buy a database of unknown email addresses and send them all the same standard email. This tactic guarantees that money will be wasted and the emails will be sent to spam.

Before you create a cold-calling chain, you need to collect as much information as possible about your recipients, segment your base based on demographics, interests, and other parameters available to you. After that, you can prepare a series of follow-up letters individually for each segment. Of course, this approach requires belarus phone number list a lot of effort, but in the end it will lead to greater effectiveness.

Mistake 4. Not reporting on follow-up actions and steps in the letter
If you want to write cold emails correctly, then creating a follow-up email should start with thinking through the sales funnel . Accordingly, each email in the chain will be tied to a specific stage of the funnel and logically continue the previous one.

But even with a clear plan of action, it’s easy to forget to communicate this to your customers. Meanwhile, conversions increase if the customer understands what is expected of them after reading the email. Calls to action (click on a link, share your opinion, etc.) help to engage the customer in the interaction.

The second thing to include in your cold email is a message about what to expect next time. If the user has a potential interest in this information, they are more likely to read the new email.

Mistake 5. Using a communication method that is not suitable for the client
"Where did you get my number?! It's a personal phone, I didn't give permission to call me!" - unfortunately, this is a very common and natural reaction of many people when inappropriate channels are used for initial contact. Is it worth reminding that the method of communication used (be it email or phone number) must be publicly available?

Ignoring customers' preferences regarding how to contact them is a costly mistake. Some people prefer to receive information via instant messengers, others via email, and still others via phone. Either way, take the opportunity to ask how and at what days and times of the day it would be convenient for the customer to stay in touch.

Mistake 6. Sending emails that are interesting to the company but not to the client
This mistake is so common that it has become a trend in email marketing in recent years. Chances are, you've received emails like this one more than once:

" Are you still reading us? Do this and that so we know you're with us, or we'll remove you from the database ."

These emails cause nothing but irritation because they make a demand but provide no benefit. A person needs to put aside work, read the email, and take some action so that some company can be calm about its email campaign statistics.

An equally common example is sending a large number of similar, meaningless emails just to maintain contact.

Such mailings allow the email marketer to produce detailed reports on the amount of work performed, but do not increase conversions.

Instead of sending a lot of meaningless emails, it is better to send them less often, but fill them with content and benefits for customers.