Most outreach experts are very polarised these days: cold calling or social selling seems the only way to get meetings. Yet cold emails are still outperforming both of those channels.

I’ll show you how my clients consistently get a 10% response rate from cold emails. That entails more meetings, more pipeline, and more peace of mind.

Disclaimer: There will be tasks suggested below to help you improve; without them, your cold emails will likely keep sucking.

YOU DON’T NEED TO BE A COPYWRITING GENIUS TO WRITE COLD EMAILS. IT MAY EVEN HURT YOUR CHANCES.

What you’ll get in the next two minutes:

  • Clear email structures
  • How to make them yours
  • A cadence for maximum effect
  • Bonus tips to improve performance

BUILDING THE EMAIL

The subject line: the face of your emails.

Three simple rules:

  • Should not scream sales email
  • Max 5 words
  • Relevant to content

You want your subject to not trigger the mental spam but also to be relevant.

Also: keep it short.

Prospects are busy; if your email requires more than 30 seconds to read, it’s going to the bin.

You always want to personalise the first sentence of the first email.

If you haven’t put in the time, why should they?

Personalisation: Always about a trigger or relevant information for your offer. No one cares if you noticed where they went to school or that they like rugby (unless you make it relevant).

Next: your value proposition; what can you do for them? Why should they care?

Value proposition: Ensure it is about similar prospects you helped to make it resonate. This should be about one pain or desired outcome (both will work) and ONE only.

Can you fix all issues? Good for you; no one cares.

You will want to leverage social proof as part of your value proposition (= mentioning similar prospects).

The next step is a simple CTA.

CTA: Short and interest-based. We want the prospect to make a micro commitment to us, which will make it simpler to book the meeting after.

That’s it.

If you want, as a bonus, you can add a P.S.

PS: As our brain will scan the first and last part of the email first, this will likely be read. It should be something personalised, relevant or positive. It should stimulate the person to reply.

PS: now we’re really done.

Let’s see two examples:

(1)

Subject: client acquisition

Mark – I noticed (company name)s unique take on hiring talent, which could be a game changer.

HR Tech Founders partner with me to turn HRs into Early Adopters.

Would this be relevant to you?

(2)

Subject: sales performance

Alex – As an expert in HR Tech sales, you appreciate how difficult is to turn HRs into clients.

Turning around the weakest performers in your team will lead to more clients acquired.

Would ways of doing that be of interest?

PS: I would’ve cold-called but could not find a number.

Practice: Create 2-3 templates and practice creating the relevant icebreakers on 100 prospects. After 100, you will likely see your response rate shoot through the roof.

THE CADENCE

You want to have a simple but straightforward cadence.

Prospects are busy as hell. You will need to follow up multiple times. I recommend following up at least four times.

Here’s the structure my clients use:

  • Email 2:

Refer to the reason you initially reached out and use an interest-based CTA.

As the HR Tech space is very competitive, I thought my previous email would be interesting.

Was I mistaken?

  • Email 3

Share a relevant article from a neutral source, no CTA. You want to show your goodwill.

This is an article other HR Tech Leaders find insightful on how to sell to HR:

*https://blog.sage.hr/how-to-sell-hr-software-8-mistakes/*

I hope it helps!

  • Email 4 + 5

This will repeat emails 1 and 2 but target a different pain point.

  • Email 6

The famous breakup email. This is where you demonstrate you’re happy to walk away. It gives the prospect one final chance to answer.

I assumed wrongly more clients would be your top priority, or perhaps my timing is off.

Feel free to correct me, but I will stop the outreach now.

Take care.

PS: Keep it up at (company name); the potential is there.

Giulio

If your emails are crafted towards relevant pains and desired outcomes, you will get a 10% response rate from the overall sequence.

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