How to Write Emails That Even The Busiest of People Will Read
Apart from traffic, stubbed toes and spoiled milk, there are few things in life more frustrating or discouraging than cold email outreach. More often than not, you'll either rejected outright or receive no response at all.
These outcomes become even more likely when reaching out to key decision makers, public figures or any other busy person , with no reply almost being a guarantee. Yet, while getting a hold of high-profile people is difficult -- whether they're the top influencers in your industry or the publisher you've been trying to connect with for years --it certainly isn't impossible.
In fact, by applying a handful of simple, battle-tested tips and strategies to your outreach emails and messages, your chances of reaching your prospect will sky rocket.
Here are six of them.
1. Get to the point.
A friend of mine who worked in the sales department at Oracle showed me the sales template they typically use for cold outreach. To my surprise, it was only four sentences long. The same was true for a buddy of mine who works in sales at a well-known Fortune 500 company.
Being in Business Means Being a Difference Maker
It is inherent in the very nature of what you do as a business owner. Learn how different leads to better.
In short, these emails have a quick intro, a sentence explaining why they're reaching out to the target, a blurb on the value their product or service can bring to their business and wraps up with a question asking to hop on a quick phone call, with a few suggested days and times included.
This was a game-changer for me. Before seeing these templates, I felt compelled to close the deal all within the email itself. Instead, by waiting to do the "selling" on your initial phone call, once you've built trust and rapport, my average response rates increased threefold.
2. Prove you're the "real deal" right off the bat.
One of my most successful email campaigns (in terms of open rates) included my title as an Inc.com Columnist in the email subject line itself, and read: "Quick Question From an Inc.com Columnist".
No matter if you're a CEO of a fast-growing startup, an author or someone who's just getting started, we all have something of value to offer, some form of social proofing, so be sure to make it known right away.
Additionally, include a link to what I call your "home run proof point". If you're a blogger trying to get on a top notch publication, this could be an article that drove a ton of comments and shares. By proving you're not just another spammer, you'll instantly start to build trust between you and the prospect.
3. Personalize it.
Remember: busy people are always on the prowl for reasons not to respond to an unsolicited pitch.
Did this cold email get my name wrong? Is this cold email relevant to my business at all? Was this cold email clearly copy and pasted?
If there's any semblance of you not doing your due diligence when it comes to research, editing and more, your chances of getting a response are close to nothing.
The solution? Show you did your homework by personalizing and tailoring your message to fit specifically to the person you're reaching out to.
4. Timeliness and relevance is key.
Wherever possible, be sure to include some sort of relevant reason as to why you're reaching out to the person.
Has your target recently published a book, secured venture capital or received a noteworthy award? Then congratulate them on it. Show them you care. This will warm them up and increase the chance they're more receptive to what you're proposing.
5. Self-serving people finish last.
This might be the most important point of all -- stay out of it. Meaning, make the email and the reason you're reaching out all about the contact person. Make sure it's crystal clear how taking the action with what you're proposing will add nothing but value to their lives.
No matter how busy a person is, if there's enough value at stake, they'll make the time to respond.
6. Make the options simple.
Within consumer psychology, a common practice to drive customers to take action is to eliminate the number of options they can make in the first place. The same applies to email outreach. By decreasing the number of decisions your target has to make, they'll be more likely to make the leap.
Is your call-to-action hopping on Skype? Then use a tool like Calendly to eliminate any back-and-forth and streamline the scheduling process.
Is your call-to-action subscribing to your newsletter? Then link it, in bold, at the bottom of your email.
Getting no response from a noteworthy person can get discouraging -- believe me, I've been there. Yet, by applying the tips laid out in this article to your outreach, you'll dramatically increase the chances of reeling them in. Best of luck.