When's the last time you received a cold email? Odds are that it looked like spam, and your probably marked it as such after reading a few words. 

We've all gotten the emails from a rich prince in Nigeria, or from Microsoft making us pay to remove a "virus" on our computers. 

How do we distinguish our emails from those spammy emails?

If I could sum it up in three words, it would be:

  1. Short
  2. Sweet
  3. Personal

Writing your emails with these in mind will make you better off than 99% of cold emailers out there. 

Short

Your prospects likely get a lot of emails per day. Why would they read yours?

Because at a glance, they can see it is short. 

It will take a few seconds to read, which means less effort involved. 

No one likes opening an email and seeing a massive wall of text they have to read through. 

When I receive those, I save them for later or delete right away. 

  • Keep it short - few sentences maximum
  • Speak in broken up lines/sentences. No paragraphs
  • Get straight to the point - "My name is Lior and I am emailing you because ___"
  • End with a call to action - reply, click here, book a time, when are you free, etc

Sweet

Just because you are sending a cold email doesn't mean your tone has to be cold!

Try to liven it up a bit and if your prospect is truly a good fit, they will think: "sounds sweet".

  • Be respectful - you are a complete stranger to them, so make sure you make note of that as you sit to write. Ask how they are and throw something personal in there.
  • Don't beg or be salesy - no one likes to be begged and it will lower your perceived value if you try to sell on the spot via a link. Try to build rapport by asking for a reply or a time to chat instead.
  • Include social proof - "I work with similar businesses in your industry/area, including X, Y, and Z".
  • Don't give away too much - make your email very impactful by sharing a one-liner about how your product/service can help them achieve their main goal. It should have them thinking "I could really use that, or have that problem solved".

Personal

Personal emails are the best because you can tell it's not just a re-used template with the first name changed. 

Personal doesn't necessarily mean "personalize". It just means get comfortable and build rapport by being personable

There are many ways to get personal:

  • Put their company name in the Subject line (Ex. ScopeLeads <> Marketing Agency Inc.)
  • Include something you found online about them - I have a friend who would look through his prospects' social media to see if they have anything recent that he could include in the email. For example, a recent award the company won, or new feature announced. Include that in the email non-chalantly and watch your replies skyrocket.
  • Make it seem like it was written for them - similar to the above, include specific problems or goals that you know their business has and show you are aware of them.
  • Include the lead's first name if you can.
  • Write as you would speak casually. Personal is the new Professional. You can test using emojis and even words like "lol" in your emails. It just feels human. And it works.
  • You can try to using humor in your emails, and some people do successfully, but it may backfire. 
  • Acknowledge that it is a cold email. Sometimes telling the prospect that you know they must get a lot of cold emails and that this one is different and definitely personal can go a long way in getting a response.
  • Include your phone number in case they want to call you right away
  • Remove any indications that it is an automated email by including things like "Sent from iPhone" in the footer, or removing the unsubscribe link/message if you are sending one-by-one manual emails.

Definitely DO NOT ever:

  • include a link to your website (unless you are going straight for the kill with a calendar booking). This will give them the opportunity to check you out and decide for themselves without speaking to you first
  • use CC 
  • include any attachments

Here's one example I always share of a great cold email, even though it came from a corporate salesman:

Short, sweet, and almost personal enough :)

If you have any questions, comments, or advice on this, please share it with us in the chat bubble in the bottom right or in the facebook group!

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