Transcripts
1. Cold emailing intro: Gone are the days
when cold emailing, we're just copying
five sentences or ten sentences and
just pasting it out. Gone are the days. Now cold emailing approach has completely changed and
how it has changed. And what do we do
need to do instead, this is all I'm willing to
talk about in this lecture. Hello everyone. My name is Bengali. And in this lecture I'm going
to cover these topics. The first one is what has
changed over the years and how the things are different and
what to do cold emailing, and how to do it so
that you can get more and more responses
and ultimately the sales. So it's stuck to this video
and bring your paper and pen. And I'm going to discuss
everything like step by step. So make sure that
you are falling up the lecture and let's start.
2. Cold emailing approach now: What is called inhaling cold emailing is
basically a type of conversation that you start
online data prospect, which is completely a stranger. That person does not know you, they do not give
a **** about you. And obviously you are completely
stranger to them, right? So previously this approach was working like we were
taking a template, well-written template,
and we were just copy pasting it to hundreds
of businesses. Start it was working
a little bit, but now with the time, it is not working at all. And you might be
wondering why it is not working because you have to understand that job now called MLE is something starting
a conversation online, building a relationship online. And you cannot expect a
stranger to buy straight away from you just because you have written an email with
ten sentences to it. You cannot expect that. So what has changed
over the ears? Messages with an
aggressive sales pitches are now bound to fail. Also, impersonal one size fits all type of emails
are no longer effective. Copied this cold emailing
does not work anymore. Now. Nowadays, I would
say that it's all about building a relationship
with a prospect. Cold email copy should be
focused on the recipient, not on your product or services. What do you have to do
is you just have to put your orange juice into them. Like from the theory, from the very first email, a prospect should feel
that you understand their business and the
challenges it entails. You do not have to, you cannot even expect a
person to buy from you just because you have
sent him an email. So what you have to do, you have to personalize,
as I said, we failed. You have to build
the relationships. Cold email copy should not
be focused on the recipient, as I said before. And you do not have
to just being salesy. You have to make sure that
your prospect should tell you about what they struggle
with in their daily work. Then it's your responsibility. Responsibility to show them that how these processes can be improved or how it can be
done in an effective manner. And this is why we have to change our perspective
of cold emailing. And this is what I'm
going to discuss in detail in this video. So stay tuned. Let's get into the first step.
3. Step 1 Cold emailing approach: Okay, now we have understood
the cold emailing approach, how it has been changed. Now it is very important
to know how and what you can do to make sure that the
customer opens eight rates. It take interest in your e-mails and ultimately
replies to it, right? So the first step
is edit from line. Now some of you might
be wondering why is she talking about
the frontline. You should talk about the e-mail body or the
subject Lend died. I know these all are important, but ignoring the fact that from line is not
important is not good. Because just imagine
just asked yourself that whenever you receive
an email from someone, what is the thing you
want to know first? Obviously you look down
to the subject line, but the thing you want
to know that who has sent me this email, obviously, remember that your
addresses don't know you yet since we are
strangers to them, they may and probably will be slightly suspicious
of our email. One of the first thing
they noticed when they look at our e-mail
is the from line. We may either earn
the trust or we may scare them off the front line. They may even delete our
email without opening it first if the first
impression is not right. So the right From line for your cow cold outreach
campaign depends on the context of your message
and your target group and the goal you want to
accomplish with your email, marketing cooperation,
influencer outreach, or a possible sales tail. So that's why it is
very, very important. Now you might be
wondering, okay, I get it, But how I can do it, how I can make sure
that I'm doing good. The thereof possible
forms of from line. The first possible form of
from line is FirstName. I'm taking an example
here, that's real. Second form of example is firstName and lastName
for example, reassure. The third form is
FirstName, LastName, and the title that is
Sharma, Head of Marketing. Fourth form can be
firstname and company name. For example, Rhea
at x, y, z dot z. And the last form
can be first name, last name, company name, that is reassure OMA at x, y, z. That means there are
various forms that you can adapt when it
comes to, from line. Now you might be wondering, then we have to choose it. For example, first
thing is that if you use an informal tone
throughout your email, maybe you can include the
firstName and company name. Okay. Let it not diverged in tone and style from the
rest of the email. You have to remember that if you use an informal tone
throughout your image, maybe you can include
the firstName companion, as I said, and you
are good to go. The second thing
what you can do is, what would you expect to see in your inbox if you wear
one of your prospects, what's their average is
style of communication. Tried to mimic it when
writing you from e-mail because obviously you are
talking to an individual, you're talking to a person
who just sitting right behind the text drop that
behind the screen, right? You have to decide what kind
of communication they like. You have to do a research, obviously a little bit. But as a customer, you also have the
freedom to understand that what kind of emails
I like to receive. Obviously, if I just keep on sending new
marketing campaign, you will not like it
because this is salesy. Obviously you have
to make that thing into consideration
and you have to decide what kind of communication
you have to send it through so that it looks like you are being
very friendly. You are being a
complete human person, not a robot with whom your
prospects are keen to talk to. Obviously, if am suffering
from some basis enough for Ian and adopted is giving
me some kind of medicines. Obviously, I would
love to talk to him. Consider yourself as
a doctor and consider your client is a
person who needs you. Now, just make sure that in
your language, in your email, you use such kind of information that
solves their problem. It is not about dragging
your products and services. It is about solving
the problems, okay? So that's just a
couple of rules. So I hope you understood this, all things I'm
making you aware of. So now let's get to
the our second step.
4. Step 2 Cold emailing approach: Now we're going to step to, that is focusing
on subject line. A cold email subject
line could be seen as the key that unlocks
the door to our message. And it is very, very important
because our prospects form their first impression of words while reading
the subject length. That's why we need to
make it a good one. Because subject lines
something which help them to decide how they want to open the e-mail or
bars manually mark it as spam, which may cause problems
with imitative ability. So obviously it is very, very important that you make sure that your
subject line is good. You might be wondering
how I can avoid this, how I can make my response rate, my opening great,
good enough, okay? So what you can do
is the first thing, what you can do is you have to understand your
prospect point of view. Okay? Just think that what
kind of benefits your subject line
promises to the prospect? What's in it for them? After opening your email, does it answered their needs or appeals to their curiosity, make it about them, not you. Next, you have to
assure that you are not as palmar Hussein piles of identical e-mails to people
and wait to see what is tics. So in other words, I would say that
personalize it. Again. The subject is not a place where you can
just self promote, okay? It is quite oppose it, I would say that it is a
place where you should prove the addressee that you
carefully plan to contact them. You should assure them that
you are not as palmar right? After doing that, what you
can do that after that, do not spill the
beans to just create. You have to build
up their interests. You have to engage
their attention by making them reflect on a
problem they may have. Or you can just
try a little bit. Flattery also, I would talk about this in
the upcoming slides, but make sure that you do
not just spill all your, all your spills, all the
bins spilling to them. You do not have to do that. After that, you have to always remember that you
have to sound human. You are writing to a living
and breathing human being. And thus you should not turn
into a bot award sounding salesy or to format your subject line
should have a casual, friendly, and natural fear to it unless you know how
to achieve this. Try imagining you are
addressing a specific person. For example, your
colleague or your friend, or your father or lecturer
from Europe university. Or just imagine that person and then start writing the e-mail. Make sure that your e-mail body is relevant to the
subject lines. Do not use the
clickbait subject line because I have seen that a lot. Just try to tie it to
the rest of the image. Like you have to make your subject line which is
relevant to your whole body. You do not have to
use the clickbait. You will only get on Prospect nerves if you
through that avoided. Now, what are some examples
of a good subject lines? As you can see on this screen, you can ask their
firstName and then you can ask there is a more
efficient to do X, whatever X is a kind of
thing that your clients to. The second idea you can do
is I have an idea on how to improve your, again dash. The third thing is, again, Have you thought about
switching to dash? Next is one to scale up
dash at their company name. So these are quite interesting
subject lines, I will say. And you might have noticed that these all subject lines
follow the need patterns. They either refer to a
prospect's needs to improve, need to change, or
need to innovate. Touching on what prospects
care is the most part plus personalization is what makes this subject lens
so, so successful. So make sure that you
make these things are there and you use such kind
of email subject lines. Now, I'm going to go
into the step three. So let's go.
5. Step 3 Cold emailing approach: Now it's time for a
clever introduction. I would say you have
done the 50 per cent of your work because you have
focused on the subject line, will have focused
on the from name. And now you have got only three seconds to strip to the prospect
to your e-mail. Because obviously
after three seconds and if the image do
not attract them, your email is going directly to the trash. Just remember that. And that's why this is
very important that you need a great introduction. It's difficult to
start a cold email. I would say, what do we
tend to do is to talk about ourselves and the
company we work for. It may either be because we do not know actually
how to start or we desperately want to close the sale with
our first email. That however, paves the way for the email to
end up interests. I guess, as I said before, you are wondering,
Okay, Priyanka, how to write a cold email
introduction then right? Here is an example. A cold email introduction
shouldn't be longer than two to
three sentences. Always remember that you
do not have to overdo it. It is not supposed to introduce us or our company
to the prospect. Instead, it refers to
the message receiver, their expertise, their achievements works,
and their company. That's how we catch
your attention. Here is a manger tape
that you can catch their attention by
using small flattery. It does not mean that you will stock all their social media. It does not mean that
stock their personal life, or what are they following, or what they eat
or what they do? This is not going to do. Enlisting all of their recent
activity is a step too far. You do not have to do that, not have the stalker. You may also use those few sentences of
cold email introduction to make it a part of where you ask about their
problems or better. You can talk about the
ones you have noticed that they have that you
can take care of. But first of all,
you have to start with just two or
three sentences. Above all else, did the introduction as an
opportunity to show you a prospect that they
received the message because you choose
to contact them. You have done your homework, you didn't decide to reach
out to them on a VM, you were deliberate about it. And that is why you are
reaching out to them. Okay? So I hope this example
is helping you out here. I have retained your blog post at this website and a
question, hi, first name, I have just read your article
about Dash at Blog dash, I love wanting you especially
liked about the article. You have to mention it here. And then you have to
write a sentence to smoothly pass from intro
to value proportion. Okay? So if you want, you
can screenshot that. If you want, you
can note it down. And whatever I'm saying, you have to focus more on that because most of the things
I have not written here, I just talk and I just
give out the things. So make sure that you are
listening to me very carefully. Now, I'm going to step four.
6. Step 4 Cold emailing approach: Now you have done all the
above three paths, right? Right. You have done
the frontline, correct? You have done the
subject line, correct. You have done the email
introduction, correct. Now the time is to put
the value in your email. And now you're wondering
how I can do it. It is a kind of pitch, but it is the kind
of cells seepage. You have to
differentiate these two. What you have to do
is you have to try putting your prospects in
the center of your page. Provide as much value
to them as you can find out what problems they may face that you can
help them with. Use storytelling to show them that you might relieve
them of their problems. Prove to them that you are
here to help and learn. I had given example of Dr. been. So apply that. And you can start talking
about the benefits, not about the features. If I am saying that you have
to talk about the benefits, that does not mean that
you have to overdo it. You do not have to give them
a whole list of benefits. And you can just show them that how this is
going to help them. You do not have to overdo it. So what you have to do is, I know it is kind of tricky, but you have to put yourself
into the customer's shoes. And this is how you
have to just form the benefits because
too much benefits can dilute your message. And obviously we
do not want that. So also one important thing here I would like to mention
here also that update should be seamlessly linked to the previous part of
your e-mail like for the introduction
when you were giving them a kind of value propulsion. Also you have to
link it to that. You do not have to make
it apart from that, it should seem just like a natural continuation of
an ordinary conversation. By all means, award making
it forced and cell C, you do not have to do that. And I have taken
an example here. That is, Let's
suppose that you are going for link building and you just want to make
sure that you are linking to the right person and you really like their blog. So what you can
write in the email is that as I browse
through your blog, I noticed that it targets the same kind of
audience as mine. I thought that my latest
blog post could be worth a read for your readers
as it tackles snippet, one from a slightly
different perspective, it could make a
grid completion of your article and give the
readers of full picture of smooth it to ads you can see here worth
here we are doing. We are giving them
opportunity that your audience can
feel more completed, more satisfactory in
terms of content, then you can just snip
it my content with you. Okay. I'm not being salesy here. I'm not forcing them. I'm not giving them a
whole list of benefits. I'm just giving them one
benefit with approving example that this can happen
if we do this link building. I hope you understood
this point. And now we're stepping
into the step five.
7. Step 5 & 6 Cold emailing approach: Now we are talking about
our last step that is ending our cold
email with a CTA. Ct is a call to action. And why it is important. Cpa is that means that
you have done your work, you have given them
the information. You have, then the introduction, the body e-mail body part, and now it's time for
them to take the action. Obviously, without, uh,
without CTA, email is nothing. You want to get something in return and that is
why we do the CTA. You are almost done. You just need to write a call
to action that will pursue your prospects to do what you
ultimately want them to do. With your cold email. It mentioned doing a
Skype conversation, giving you feedback
with lying to you, etc, anything you are
ready to take care of any action you ultimately
want them to perform. Keep it simple and
straightforward. To make sure your addresses
will take action. Your **** is consist of
two or three things. First thing that it should be
clear, it should be short. It should be to the
point as she did it, CTAs should not take more
than a single sentence and do not invite them on a
30-minute discovery call. I will describe the nominate, but you should be just straightforward and you
should not be blurry. Give them a complete
straight direction that word they have
to do your ****. Clarify the aim of your email in a single sentence to
put it differently, it shouldn't show clearly to the addressee work you want
them to do not blend it. Now you might be asking that
what kind of city I can use. So first thing you have to
remember is that you do not have asked for too much because just because you have
written an email, you do not expect people to give you 30 minutes
of their time. You can request for a simple
action or a quick response, because obviously they do
not want to give you a time. So once they are into your loop, once they start talking, then you can invite
them into a call. But it is It is my
suggestion that you should not expect them to come on a 30-minute discovery call only because you have
sent them an e-mail. And if it is a first email, just let them come to your loop. Then you can invite them
into your discovery call. The next thing that people, a lot of people just ignore
is the cold email signature. It is a kind of ignored
thing that people do because this is something which gives the direction to your customers
that we are to go. Well constructed nature
can help us short in the e-mail body and
make the message more digestible and
addresses centered. And you can create a signature with free
tools available in the, in the online space. And what you have to do is when you are creating
the immersive nature, made sure that it
looks trustworthy. It gives you name, it gives your email address, or it gives your Skype ID, or it just gives you only
the necessary information. Do not talk about a
lot of information in the signature
because it obviously it is not going to
make any sense. So I hope you understood all these points that I have
mentioned in this lecture. Now you might be wondering that how long my code
image should be. It should be short. And by that, I mean two to five sentences of no more than 200 words in total. Data suggests that 5125
words is the optimal number. So make sure that you do
not write a whole story. Keep it short, keep it precise, and keep it up to
the what you are actually doing in their inboxes. Just focus on that.
And that's all. Now coming to the following
up and all these things. I will create the lecture
in the upcoming days. But practice these
things and craft your own email template and post it in the
homework section. I will review it by myself
and I will give you the suggestions how
you can improve it better and if it
is correct or not. I hope you enjoyed this lecture. If you did, let me know in
the comments section below, and let me know also
by giving the reduce. Andrea, thank you so much
for participating in this lecture and attending
this class. Thank you so much.
Priyanka Dubey, Not Your Traditional Marketing Teacher
