Just like the first contact at a networking event, it needs to be direct, engaging and leave a good impression that encourages continuity for the next conversation.
In this article, we will reveal the potential of cold mail in B2B sales and how this strategy can become a powerful ally in winning new customers. Let's go!
What is cold mail?
Cold mail is an email prospecting approach sent email lists australia to potential customers with whom you do not yet have a relationship.
Unlike email marketing, which targets an existing contact list, cold mail aims to reach new leads.
This technique emerged as an evolution of cold letters and cold calls , offering a less invasive and more strategic way to reach your target audience.
Why use cold mail in B2B Sales?
Cold email is a powerful tool for the B2B market because it allows you to reach decision makers where they already are: in their inbox.
Studies show that cold mail is a strategy that yields solid results, especially in B2B sales. This is what SuperOffice's research shows, where 62% of B2B buyers said they responded positively to well-personalized cold mails .
According to Paulo Krieser, CEO of Econodata , who spoke about this topic on the Roda da Prospecção podcast , cold mail offers a “first step” that can be decisive in generating interest and engagement. It allows you to introduce your product or service and quickly identify the lead’s interest.
Sales techniques to apply in a cold mail
To make your email stand out and generate the desired response, it’s essential to apply some proven techniques that can significantly increase the effectiveness of email prospecting. Let’s explore some of them in detail, including practical examples and relevant statistics.
1. Personalization
Personalization is one of the keys to success in cold emails. Using the lead’s name, mentioning their company, and highlighting specific points related to their industry can increase engagement rates.
A study by SendBuz reveals that the average open rate for cold emails is around 36% , but personalizing the subject line can result in a 30% to 50% increase in that rate .
Practical example : Instead of a generic subject like “Sales Solution”, a title like “Increase your Industry X Sales with our Y Solution” can capture the recipient’s attention.
2. Persuasive copy
Creating a text that arouses curiosity is essential. The first line of the email should be intriguing enough to make the reader want to know more.
After all, studies show that emails with an engaging introduction are 40% more likely to be read to the end .
Applying the AIDA technique (Attention, Interest, Desire and Action) can be extremely effective:
Start with an attention-grabbing statement,
develop interest by mentioning a common problem,
create desire by presenting your solution and
end with a call to action.
3. Call to Action (CTA)
Inserting a clear and direct CTA is essential. Phrases like “ Let’s talk? ” or “ Would you like to know more? ” should be simple and objective. The CTA should always be relevant and easy to follow.
Practical example : At the end of your email, you can include a button that says “Schedule a conversation” that leads to a scheduling page. Not only is this convenient, but it also increases the chances of a positive response.
4. BANT
The BANT (Budget, Authority, Need, Timing) technique can be applied to email formulation. By understanding and aligning with the lead’s needs, your email can become more relevant.
For example, include information that helps the lead understand the urgency of your offer and how it aligns with their budget and needs .
To give you an idea, companies that implemented a BANT approach in their communications saw a 20% increase in lead qualification .
5. Mental triggers
Using mental triggers like scarcity and urgency can increase the effectiveness of your email. Phrases like “Limited time offer” or “Only 5 spots left” can encourage your lead to act quickly.
Practical example : In an email for a seminar, you might say, “The first 20 registrants will receive a 50% discount.” This creates a sense of urgency that can lead to a higher response rate.
Integrating these techniques into your cold email strategy can not only increase open and response rates, but also improve the quality of interactions with leads.
Always remember to test and adapt your approaches based on feedback and results, using metrics like open and conversion rates to fine-tune your tactics.
By applying these strategies, you will be able to optimize your communications and get closer to your sales goals.
Generating lists for cold mail
The key to cold email success is having a high-quality contact list .
A HubSpot study revealed that 61% of marketing professionals consider lead generation to be the biggest challenge in their strategies , showing the importance of a well-segmented contact list.
Econodata , for example, offers a robust database to build lists segmented by segment, company size and decision-maker position .
This ensures that your email reaches the person with the most decision-making power directly.