You’re driven and ambitious. You set high targets for yourself and expect to achieve them. Yet sometimes you just can’t seem to get much traction in one activity...
I get it. It can be soul destroying to spend hours reaching out to prospects and get crickets back. But, it doesn’t have to be this way. You can ultilise the power of personalised emails to get the results you want.
To give this post some context, it’s best to start by looking at the differences between a basic cold emails and personalised cold emails.
Basic cold emails are usually templated messages sent at mass to prospects in the hope that someone, anyone, will reply. Little to no prior research is done on the prospect except maybe fielding the prospect’s name and company. As a result, conversion rates for such emails are typically low and have a higher chance of producing low quality leads.
Personalised cold emails on the other hand, take a far more hands-on approach. Thorough research is conducted on the prospect to establish points of conversation or familiarity that can be used to kickstart a genuine conversation and encourage the prospect to keep on reading.
When executed correctly, they can yield tremendous returns on investment and be very profitable. So, now we’ve got our definitions in order, you can already see that personalised emails are the way to go if you are on the lookout for more business.
The question then becomes how you can create and send personalised cold emails to get the best results.
To help you out, I’ve put together some tips to get you on your way.
Let’s dive straight in…
Know your audience. No, seriously, know them like the back of your hand…
The bottom line is - if you want to connect with more prospects you must know who you are speaking to.
Not just their name and location, but details like their hobbies, recent achievements, favourite vacation spots, and educational background.
The point of this is to give you enough information about your prospect to spark an interesting conversation with them.
It also helps to soften them up enough to give you a chance and offer you their attention.
It also adds a personal touch to your emails, proving that it has been crafted specifically for them and not for thousands other people too.
You can find this information by browsing through their company website as well as professional and social media profiles like LinkedIn, Twitter, Facebook and Instagram (in incognito of course, to avoid any risk of you being labelled a stalker).
Do a Google search of their name and see if anything comes up that you can use to relate to them better.
Also, be on the lookout for personal sites they own and other businesses (if any) that they are affiliated with. If you’re super hardcore, you can even speak with their customers or contact people that have left reviews on their site.
If you’re stuck, don't be disheartened. Refer to your buyer personas and details of your past clients (if you have any) for guidance.
These can give you an idea of where your ideal prospect hang out online and offline, the shops they frequent and what they do in their spare time.
Once you’re armed with this knowledge, you can get digging for more specific details on your prospects in these places.
Now, let’s talk about names…
We all know that as the bare minimum, it's important to address the prospect by including their name in your initial greeting.
But, to stand out from the crowd, you'll have to take it one step further. Strategically place the prospect’s name at beginning and ends of sentences of key sentences so that it refocuses their attention on your email without looking unnatural or disrupting the flow of your message.
Remember, empathy fuels connection, so seal the deal by personalising your emails even further with helpful suggestions and advice.
For example, let’s say you’re an SEO agency, reaching out to a prospect to offer your services. A great place to add the prospects name is at the beginning of the sentence in which you’re offering advice on ways can improve the SEO on their website.
Now, to set up the scene, let’s imagine the prospects name is Mike. The email addressed to Mike would go down a little something like this…
‘Well Mike, I’ve looked at your website, you’ve done a great job with the graphics, but I have some advice on ways you can take the SEO on your front page to the next level.
It’s pretty simple, start by utilising the H1 Tag and optimising your meta descriptions with relevant keywords so you have a higher chance of ranking in search for those specific keywords.’ … and so on.
Here, we’ve involved the prospect Mike into the assessment and offered him valuable information to help improve his organic lead generation.
This takes our message from a basic cold email to an engaging personal note that creates a greater connection between us and Mike, the prospect, increasing the chances of him responding.
Ask the right questions
Now that you know your prospect a little better, you’ve got their attention and bagged a response, it's important to ask them the right questions in your initial communications to get the information you need to tailor your advice specifically to them.
During this time, it's important to remember that just like you and me, prospects are humans too.
So, it's likely they'll have things going on their lives that leave them feeling frustrated, stressed or pressed for time.
Use personalised emails to uncover their struggles and get to their root cause of these issues to see how best you can help them.
Push tailored solutions not cookie cutter offers..
It’s vital you set up service packages and offer handpicked solutions to the prospect instead of a cookie-cutter offer. This'll not only make automating your personalised email proposals much easier and quicker, but it won't be obvious to your prospect that they’re receiving an automated message.
As you've already invested the time in getting acquainted with your prospect, this shouldn't be a problem.
Once you have an idea of the issues and pain points usually experienced in by your target audience, you can create a set of personalised emails that combine various solutions to be sent to the prospect based upon on their unique problems and needs.
Whilst some issues may be very niche and require a manual email, it’s likely you'll find you can automate the majority of your emails without dehumanising your communications. This is because your clients will largely fit the client persona you made earlier and so are more likely to have similar requirements.
Now, you can confidently present your offer as the natural solution and ask for the sale!
Make your call-to-actions personal
Round off your conversation using a personalised call-to-action (CTA). Don’t be tempted to skip this part as personalised CTA’s are very effective in spurring prospects on to taking a specific action. So much so, Hubspot conducted a recent study which revealed that personalised CTA’s outperform standard CTA’s by 202%!
Like the email body, you can craft variants of the CTA to be sent out according to things like the prospect's stage in the buyer’s journey or sales funnel, their location, interests, struggles, and of course, their name.
Make it easy for your prospect to take the next step by including a relevant hyperlink where necessary. For instance, a link to your calendar page to arrange a call or to an invoice and payment page to finalise the deal.
Have fun with your email signatures and job title
Showing some personality in your email signature is easy yet powerful way to show your human side. Feel free to throw away the standard corporate signatures and adopt something more in line with your lingo. Some cool examples I’ve seen are ‘Peace, Love and Chocolate’ and ‘To our mind-blowing success’.
You can also play around with your job title. For instance, instead of putting down Head of Sales you could have ‘Chief Rainmaker’ to add some fun and humor to your email.
You can even refer to your hobbies and personal achievements (especially if they are popular amongst your target audience). For instance, you're into gym workouts, compete in triathlons and love puppies you could have something like:-
3 x Triathlon Racer| Puppy Lover | Gym Bunny
Satorising your job title, poking fun at what you do and showing you have a life outside of work, highlights that you don't take yourself too serious and subconsciously hints that you’ll be easy to work with.
Get your timings right
We all have times when we are most productive, hitting away at our keyboards and ploughing through our 'to do' lists.
Then there are times when we browse aimlessly through Google, take one too many coffee breaks and procrastinate our day away (even if we don’t want to admit it out loud).
Considering this, it’s safe to say that neither of these times are great slots for you to send you cold emails to prospects, even when they're personalised.
An important part of a successful personalised cold emailing strategy is sending your emails at a time your prospect is mostly likely to be receptive to receiving it.
This'll depend on things like their geographic location, work schedule and personal commitments.
Use the data you've collected to make informed decisions on the best times to send emails and test different times to see which yields the most favourable outcomes.
The task of sending emails at specific times has the potential to be a serious time-zapper but luckily you can automate the entire process.
Set the times you want the emails to go out and track metrics such as open rates and number of responses, then optimise future emails for better results.
And that’s it!
Being the driven professional that you are, you’re far from basic. So, make sure your emails are too.
With these tips, you’re now ready to go out there and start sending some kickass personalised emails that’ll help you humanise your company, secure more sales and crush your sales targets. All whilst enjoying the benefits of automisation!
Go get ‘em.