Reach Out, Touch Base: Tips for Digital Cold Contact
Cold calling is one of the oldest marketing traditions in the modern business industry. Still, that doesn’t mean that cold contact has grown any less intimidating with the rise of the internet.
These days, you can still call anyone, anytime, anywhere. But now, you can also use email to get in touch with potential clients, any time you like.
Organize Your Contact List
Cold emailing requires a list of contacts. Make sure that when you start reaching out to potentially interested consumers that they are, in fact, potentially interested in your product.
Re-read your contact list and make sure you address that person appropriately in your cold-call email. You can even do a little bit of extra research to ensure that you have your contact’s job title, company, or gender correct. If you happen to address one of your clients improperly, you’ll not only offend someone, but you could lose a potential sale.
Pay Attention to Subject Lines
Once you have your contact information checked and double-checked, develop a creative subject line that’ll catch your contact’s attention.
You’re limited to between five and seven words when you construct a subject line. Using active words, or terms that demand responses, will drive your contact to action, and it can make the person more likely to open your email in the first place.
A strong subject line not only keeps your email and content out of a person’s trash folder, but it also helps you generate interest in the products that your platform has to offer.
Maintain an Element of Intrigue
You may be inclined to include a boatload of information about your business and product in a cold email—but don’t. Laying on too much, too fast can threaten the attention span of your consumers.
Keep your cold-contact messages concise. Let your potential clients know only a few things:
- Why you’re reaching out
- How they can contact you
- What kind of work your company does
By keeping things simple, you’ll pique your clients’ curiosity—without giving away all the benefits of your business.
Not only that, but a shorter email’s brevity will let your audience know that you have no intention of wasting their time, or yours.
Always Follow Up
But don’t follow up on an initial cold email too quickly.
Typically, it benefits your business to give your clients about a week to respond on their own time. Daily emails or calls can read as desperate or annoying, which isn’t a look you want for your company.
Feel free to shoot out a quick follow-up after several days of no reply. If a significant amount of time has passed between your follow-up emails and a consumer’s response, it may be best to turn your attention to other partnerships.
Cold contact can be a low-investment way to gain traction with new clients, and it doesn’t have to be as unpleasant as it sounds. As long as you approach your consumers with brevity, clarity, and value in mind, you’ll be attracting a new audience in no time.
Image attribution: ankabala– stock.adobe.com