The internet has made the world a much smaller place. Today, you can connect with virtually anyone in the world. In fact, thanks to the social media, you can even follow the celebrities who are no longer with us.
One of the most popular ways of getting the attention of people you’re interested in is sending them an email without any previous introduction. In marketing, this is called cold emailing, and it’s used everyday by millions of people to reach out to potential clients or establish long-lasting mentor-mentee relationships.
In extremely rare cases, a single well-written and well-timed cold email can make your entire life. A major client that you wouldn’t otherwise land; an experienced mentor who’ll give you invaluable advice that you otherwise wouldn’t get.
However, it’s called cold emailing for a reason. Since you’re basically reaching out ‘blind’, there’s very little chance of getting whatever it is you’re looking for.
Luckily for all of us, we can learn from thousands of case studies in the history of cold emailing.
Is Cold Emailing Worth It?
Before you even begin crafting your perfect reachout letter, you should consider whether the strategy of cold emailing is a good fit for your goals and expectations.
Let’s first talk about cold emailing as a means of landing new clients.
See, people who’re looking to implement cold emailing into their marketing strategy often get stuck in the mentality that you just need that one game-changing reply from a potential client, and the road to success will be paved from there on.
However, the reality is often different. Even though cold-emailing campaigns often boast with skyrocketing open-rates (the percentage of emails that get opened) (the industry average is around 20%, but some emailing campaigns reach as high as 70% open rates due to catchy headlines), it’s far from enough for your email to just get opened.
When you’re pitching your products or services to a potential client, you know close to nothing about their current state of affairs, whether they’re satisfied with what they’re using now, whether they’re looking for a service like yours, etc. Even if they’re interested in your service, they might not be ready to buy from you right away, which can make the sales cycle drag on for months, if not years.
Compared to a targeted stream of potential customers, e.g. freelancing platforms, where companies are already looking for a service like yours, or online stores, where customers are searching for products like yours, cold emailing is a very slow-converting marketing strategy.
That being said, if you’re looking for quick sales and immediate growth, cold emailing is probably not for your business.
As for finding a mentor, the situation gets brighter. Even the busiest of people like to share their wisdom and expertise with others if they think they’re worth it.
The Only Rule In Writing Cold Emails
There is only one rule, one unquestionable law of cold email conversions, and that’s personalization.
I cannot stress this enough, but in order to get a reply, you have to do your homework.
Internet users have acutely learned to filter out soulless, mass-production emails in a matter of seconds. If you’re planning to send out 10,000 identical emails to 10,000 different people, you’d probably be better off not doing it at all, since the only thing it’ll do is worsen your image and, possibly, get your account banned.
In fact, I get emails asking me to mentor people almost on a daily basis. You know why I turn most of them down? Because either they’re uber-generic and don’t show even a hint of effort put into writing it, or I know that if the person has listened to a podcast or two of mine, they’d probably have that question answered.
What can you do to increase the success rate of your emails? Learn as much as possible about the person you’re writing to. Read their books. Study their work. Watch their presentations. Check out their Linkedin profiles.
Even if you think you’ve personalized your email enough, think again. There are emails that are personalized, and there are emails that are really, really personalized. The former often go to the spam folder. The latter deliver results.