Let's take a look at some of the emails I get
That’s probably the story of everyone reading this.
But what I get a lot of that are usually unwanted are spam emails or cold emails.
Let’s define spam email
Spam email is a form of commercial advertising which is economically viable because email is a very cost-effective medium for the sender. — Runbox
So to put it simply, people trying to sell me stuff (and I don’t know who they are).
However, unlike most people, I actually spend a good amount at the end of the week cleaning my spam inbox up and reading to see what these ‘spammers’ have to say and honestly, sometimes they do surprise me both positively and negatively.
When I say bad, it can be pretty bad.
From saying the wrong company, wrong names or even putting the patented <First Names> are only a few offenses I see every day.
Here is a really bad one below I actually got (I whited out the company name).
- We aren’t using Salesforce.
- I don’t work at <Company Name>.
- Their clients are not relevant to me
- My name isn’t <First Name>.
- No ‘real connection’
What’s really surprising is none of these emails actually have any real personalization to them.
By real personalization, it means they haven’t done any type of research at where I work or have any kind of detail that makes me go “oh this guy actually looked me up”.
It’s rare I get a good solid spam email but there are days where one does magically plop in my inbox.
Although this one isn’t the exact email I got, this template below was very similar.
- Reference on Twitter as a connecting point
- Sharing posts that are related to my interests
- Not much selling — all about sharing
- Very ‘positive’ language like “awesome” and “cheers”
The biggest difference is they make an effort to personalize it. As mentioned before, personalization goes beyond having your first name in the email.
It’s about finding that connection you have with that person. Even if you don’t have a direct connection, you can easily find other ways just by doing a bit of homework.
Here are some examples you can use:
- Did they go to an event you were at recently?
- Did you have a conversation on Twitter?
- Did you read their article recently and you have some good feedback to share?
- Did you notice something about their company recently like a recent funding round or some positive PR?
Any of these could help you open the door and establish a more intimate connection. Even if you’re trying to automate the whole process, at least find some kind of connection that goes beyond the usual ‘We work in the same industry’ example can work wonders.
As a marketer or salesperson, you tend to want to automate your cold emails. The thought of casting a wide net of thousands of emails which can take seconds to get instant business seems too tempting to not try.
Instead, why not spend some time on each company you email to and really try to have an open connection.
This means doing some quick research and effort into each send.
However, even if you automate, you should still do your homework.
What instead you could do is group the ‘types of connections’ in buckets. This could mean splitting it off into concepts like:
- Twitter Connection
- LinkedIn Mutuals
I’ve opened the door to many people who send me cold or spam emails but only if I know they’ve at least made an effort!