Cold emails can work for prospecting. The trick is making them look real. When using email automation for prospecting, you’re mass-blasting hundreds of people with a message that looks like it was written to a single person. The trick is not making that automation appear so obvious, which can already be somewhat difficult when internet law requires them to have visible unsubscribe links in their message bodies.
Some emails, however, look far too disingenuous and fake. They’re lengthy, try to sell you from the get-go, or ask you a series of questions to prompt you to engage. This makes readers more suspicious of the sender and less likely to respond, much less click through to the sender’s website.
How do you make cold emails work?
Don’t be fake. Keep your messaging brief and direct. Write like how you speak to make your emails appear more genuine. Talk about your leads, rather than at them. Above all else, use “You” a lot.
While you may not be able to convince everyone that you’re only writing to them, you’ll have a better chance of giving them that impression and developing new business if you follow these suggestions.
