Here’s how to fix it.
Cold emails are a tried and tested method that enables you to connect personally with business prospects. You send an email asking them to take action, and if they don’t respond, you write another one in a specific time frame. Once you have established some kind of relationship with your prospects, you can use those connections to generate more sales for your business.
If you’ve been trying to get responses from cold emails but still have had no success, maybe they are boring, smothered with jargon, and riddled with spelling errors. You’ve tried to make it more personal, but they still didn’t give you better results.
There are many reasons why people aren’t responding to your emails, and they are all related to how you write them out.
This article will provide tips on fixing your writing style so that people respond better to your cold emails. But, first, here are the reasons why your emails are getting ignored:
- You’re reaching out to the wrong audience
- You don’t catch your recipients’ attention with your intro line
- Your cold email isn’t personalized
- Your pitch is 100% focused on selling your product
- You target booking a call than getting a response
So, how to fix it? Here’s how:
Stick with your buyer persona
Your buyer persona is the key to helping you book meetings.
If you’re a business owner, you know how hard it is to get people to talk to you. Whether it’s because they don’t have time, or they’re just busy, or they’re not feeling confident about what your company can do for them—it doesn’t matter. The fact is, many people feel like they don’t have time for salespeople and marketing people, so why would they want to meet with them?
But guess what? If you can get your buyer persona right, all those obstacles go away. Your buyer persona will help you understand exactly who your target audience is so that you can tailor your approach accordingly.
When creating a buyer persona, do a fictional character and put their detailed description, representing your target audience. For example, are they male or female? Aged 50 years and above, or are they younger? The more specifically you can define your target audience, the better personalization you can do when writing your cold emails.
This brings us to the next one.
Target your buyer persona’s pain points
Determine what problems your products and services can address or solve.
You need to know what their challenges are so you can offer them the right solution. Once you have a solution to their pain point, it’s much easier to build a relationship and eventually sell your product or service.
Segment your target audience into tiers
When you’re writing cold emails that get ignored, there’s one thing you need to do more than anything else: segment your target audience into tiers.
This step allows you to identify which buyer personas will be the most profitable and where you should spend most of your time.
You can identify them into three tiers, according to the value you’re providing them—which will later translate to the amount of revenue they are bringing to you.
Your tier 1 includes accounts generating the most revenue, tier 3 brings in the least, and tier 2 clients are the ones in between. You can use these tiers to determine where to put the most effort into your marketing campaigns.
Do value-based selling
Stop treating cold leads as someone who will willingly spend their money on your offerings. They won’t.
Instead, see them as someone you need to help.
The truth is, your prospects will get bored if they don’t see a clear value in what you’re offering. It’s like watching a movie without a plot: the actors are all looking at each other and trying to figure out their next move, but no one has any idea where they’re going or what they want.
It doesn’t matter if your product is amazing or just OK. If it’s not helping your prospect get what they need, how could it possibly help them? That’s why we recommend starting with value-based emails first. These types of emails focus on the benefits your customer will receive from choosing your product or service over another option—and that’s something anyone wants!
Your prospect will love this as they will see you as someone who wants to help them…rather than someone who wants money from them.
Have the right business tool
Make sure you have a business tool that helps you with everything—from scheduling and tracking your lead outreach to staying connected with them once you’ve made contact. This will help make sure you’re doing what needs to be done when it needs to be done.
That’s why we created The Sales Machine. It’s a business solution that helps you track leads and manage your outreach campaigns. With it, you can:
- See how many people have opened your emails and what they’re doing with them after they open them
- Do more targeted messaging based on their actions and personal interests
- Get real-time analytics of your campaigns, so you know exactly what’s working and what isn’t