Email marketing: what it is and how to implement it

Cold emails do not always have a good reputation, but many marketing agencies like to use this technique frequently.

Cold Email Marketing

Consider this: Many B2B employees spend an average of at least a quarter of their working day in their email inbox. This is therefore an essential part of communication, especially in the sales departments of companies. E-mails can quickly become boring, impersonal, and therefore ineffective. To help you avoid this, here is a list of things to do. These will certainly help ensure that your emails do not end up in the virtual recycle bin.

1: Put yourself in the shoes of your potential customer

After you have selected the companies compatible with your product or service from qualified databases such as Bancomail, it is still a task to find out and record the exact interests of your target group.

In other words, show your recipient that you know what they want. In the case of a company, you can use social media and the website, most of which you already get a lot of information. Put yourself in the role of the company, try to identify the needs of the potential customer, and work out a solution.

Once you have identified these special aspects, mention them clearly in your e-mail message. Thus they offer the reader or the potential customer a concrete added value.

You can send hundreds of emails with just one click, but each one will be unique! Compose your email template and use placeholders for the personalized parts of the text. Professional shipping platforms simply offer this possibility.

So get creative: Thanks to databases like Bancomail's, you have lots of other data at your disposal in addition to personal data. You can learn a lot about your target group via the website or social networks – use this opportunity!

2: Don't just use the email templates

Templates save time and allow you to send a proven message to multiple recipients. Templates save time and allow you to place an already created message to multiple recipients. However, once you've chosen your inspiration from an online gallery, please remember to customize it accordingly and stand out from the competition's emails. Your message must not be lost in the sea of ​​other emails.

Adapt the template to your brand or your corporate design. Avoid exaggerations in the text. Short and understandable texts often have the best effect.

Be friendly: The best emails for building a relationship are colloquial. Do not describe why your product is better than that of the competition, but clearly show why the potential customer needs your product, generating a need for the customer. Positive testimonials from existing customers can be helpful.

3: Keep your email short and clear

It is not a contradiction to the previous point. The secret to writing the perfect email is to provide enough information but package it in a way that's both educational and interesting to read. Incidentally, this is called infotainment.

Before you explicitly ask about a purchase, you should first build trust and recognition. A simple way to do this is to provide value upfront. A good cold e-mail, therefore, offers information and, ideally, an offer of free advice. This approach is generally very convincing. It creates a sense of togetherness that humans tend to have by nature. This usually results in the desire to return a favor.

Here are a few quick tips to help you achieve your goal:

• Offer a preview of your product or a free demonstration

• Share some text useful for understanding the offer

• Offer instructions or survey results that may be helpful to the reader

Don't be afraid to set a deadline when requesting a response: expressing the urgency gently and without an ultimatum gives the reader a reason to act. If your offer has a time limit, please mention that as well. If you're trying to schedule a meeting, suggest a specific date!

4: Use technology to your advantage

Sending with a professional mailing platform not only helps you to personalize your message to increase contact possibilities, but also provides you with many details such as the proportion of emails read and which elements of the email were opened with "clicks".  

You can use this data for two purposes:

• Learn and improve - Email tracking will help you make better and better decisions over time: you can test different variants or even determine the ideal time to send

• Combine follow-up campaigns - in your role as a seller, email is a means of arousing interest and making the first contact. However, it may take a few mailings before you receive a response from your prospect. Unfortunately, the first e-mail will not always automatically lead to the conclusion of the transaction.

5: Make it easy to reply to your message

You want to win a new customer with cold email marketing. Because of this, it's important to grab your reader's attention, to engage them with something. We have already shown some examples of this.

The call-to-action (CTA) is a sentence that serves precisely to get the reader to take an action. In practice, it is a short text that clearly explains to the user what and how to do it.

An effective CTA must:

• Use a verb that represents an action

• Use words that can evoke emotions

• Motivating actions by reminding of positive consequences (e.g. benefit after purchase)

You must therefore communicate very clearly in your email. Your prospect needs to know what to do to delve further into the topic. Your job is to make this process as easy as possible.

Depending on your approach, you can choose which path to take. Depending on your approach, you can choose which path to take. If you want to provide more information easily, you can automate this process. For example, use a link that points to your homepage with detailed text. However, always make sure that the user can still easily contact you from your website.

If you want to build a bond with your reader, a simple sentence can help: "Do you have any questions? Do not hesitate” or “Reply to this email with “Yes”: I will contact you as soon as possible to answer your questions”.

summary

Based on the tips above, your email should ultimately have the following structure:

• The Introduction: With the topic and the first few words you grab the attention and captivate the reader. This is where you make the difference between reading or throwing away. Arouse curiosity, and get straight to the point.

• Value Proposition: This is the heart of your email, focusing on the value and benefit you can offer the recipient. Why should your reader care? Put yourself in their shoes!

• Call to Action: This is the goal of your email, don't be too shy, tell your reader exactly what you're hoping for!