Cold Email for the Marketing Agency

You’re probably familiar with regular email marketing; you send out thousands of emails each week to various groups of people. Most of those recipients are happy to receive regular emails from brands they’re interested in because they usually offer some kind of value, and it’s easy enough to unsubscribe if you don’t want to receive those specific emails anymore. But what happens when your target audience doesn’t want to receive your emails anymore? That’s when things get a little trickier.

You’ve probably been on the receiving end of one of these types of emails already. Maybe you tried to order a product online and the email provider got mad because they suspected you were a scammer. Or maybe you’ve gotten an email from a potential employer that seems perfectly genuine, but upon closer inspection you realize it’s actually a marketing email designed to get you to click a link to prove you’re a real person.

Whatever the reason, you’ve undoubtedly received emails like this one that you didn’t want to receive. And it’s probably been a major pain point for you. You spent time crafting a solid email pitch, only to have it undermined by spam filters. You worked hard to develop a relationship with a potential client, only to have them break off the contract because you sent them a bunch of emails they didn’t want.

The key takeaway from all of this is that trying to manipulate and control people via email is a losing game. It’s always better to approach potential clients by offering them value and a personal connection rather than trying to guilt them into doing business with you. Because let’s face facts: nobody likes to be guilt tripped, especially when it comes to financial decisions. People like to feel like they’re in control, so offering them a discount for signing up is probably not the best way to go about building a business relationship.

Why Are People So Angry?

Why are people so angry when it comes to these types of emails? It’s a combination of factors, but mainly because they’re annoying and intrusive. There’s no subtlety or charm in these types of emails—they’re aggressive and often seem designed to upset and offend. In other words, they’re bullies using marketing and communications tactics to get what they want.

These types of emails fall into a category known as ‘cold emailing’ and many people feel it’s an ugly step down from the good old-fashioned spam email. But you know what? Sometimes, in this day and age, spam email is actually the most effective way to go about doing business. Would you rather give your personal details to a stranger who might be interested in your business or would you rather be left alone to enjoy your day?

The key is knowing what worked and what didn’t. When you do get annoyed or offended by something you read in an email, it’s usually because one of these three things happened:

  • The email was poorly written
  • The email was poorly designed
  • The email contained a malicious link or code

In other words, you weren’t made to feel special simply by virtue of being on the receiving end of an email. You were actively made to feel that way because the person you were corresponding with was trying to manipulate and control you. Poor grammar and spelling are both easy enough fixes, so this is probably the least of your worries. But even then, poor grammar and spelling aren’t anything new—people have always found ways to trick us into thinking they’re smarter than they actually are.

How Can I Fix This?

Now, you might be wondering what you can do to ensure that you never end up in this situation again. Luckily, there are quite a few things you can do to make sure that this type of situation doesn’t happen:

  • Have a formal tone
  • Focus on the interests of your audience rather than trying to shock or offend them
  • Craft emails for maximum readability—avoid flashy words and unusual sentence structures
  • Avoid linking to online stores, as people can’t trust unknown websites
  • Use proper email formatting and address the email to the appropriate person

The first thing you should do is take a step back and examine your audience. Who are you writing this email to? What do they need? What are they interested in? Try to write the email so that it answers all of these questions. If you can, write a little something about yourself in the email too—this will make it easier for the person you’re emailing to know who you are and what you’re about. For example, let’s say you’re writing to a group of entrepreneurs who want to grow their business—you can mention that you’re an experienced marketer who specializes in crafting marketing campaigns for small businesses. These types of details make a huge difference in establishing credibility.

The next thing to do is have a formal tone. Even though you’re emailing someone you don’t know, you still want to appear professional. And a simple, yet effective, way of doing that is by using proper English. These types of emails might not seem like something new, but it’s always best to appear professional.

The Importance of Content

Depending on who you’re emailing and what you’re sending, your content will vary. For example, if you’re writing to a business who wants to grow their sales, you might want to provide them with some marketing content to help them along the way. Or if you’re writing to tech-savvy individuals who want to learn about the newest products, you could send them a link to an article relating to your subject matter. Whatever it may be, make sure that your content provides value to your audience. If you can, conduct a little research before you start sending out your emails to see what type of content will be most useful to them.

These types of emails are usually quite lengthy, so you might want to consider breaking down the content into smaller chunks. Consider using tools like TinyLetter to help you craft the perfect email pitch every time. With TinyLetter, you can take your pick from a variety of elegant templates that will quickly get your message across. And if you ever run into trouble, their team of professional writers is available to help.

Back To You

So you’ve crafted the perfect email pitch and formatted it nicely. Congratulate yourself for a job well done. Now, all you have to do is wait for the person you emailed to respond. And you have to be patient—it might take them a little while to get back to you. But once they do, you’ve got a chance of persuading them to do business with you. From there, it’s up to you—have more fun and make more money.

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