Cold emailing is an essential part of any strong outbound marketing, and account based marketing, strategy (in fact, we’ve written about the basics of cold emailing before). It not only helps you generate and engage with leads, but it can also help you establish your company messaging and positioning.
Let’s take a closer look at how cold emailing can help a company find its voice.
Best Practices Overview
Before we dive into how a cold email campaign can help with your company positioning, let’s quickly review some best practices for drafting email copy:
- Utilize a fun and engaging tone that prompts readers to actually read and consider what you’re offering.
- If you already have a list of contacts, choose someone at random and try writing the email to them; having a specific person in mind can help you stay friendly while you write.
- Keep the copy short and sweet; the purpose of each new sentence is to read the next.
- Implement a clear call to action so readers know what steps to take next (e.g., reply to the email, visit the website, join a webinar).
- Use a proper amount of white space to guide the reader.
- Include subject lines and intros that are not misleading to “hook” the reader into opening the email.
- Clearly show the value that that your company, service, or offering can add to the target.
- Highlight important information in the text. For example, you could bold, italicize, or
make the sentence separate from the rest of the text by using white space.
The last point in particular is important because most readers only skim their emails anyway; so the easier it is to understand information, the better chance you’ll have of earning an interaction.
These best practices, when combined, create a targeted campaign, which is more powerful than sending emails without direction or purpose. Similarly, effective messaging (which is discovered by reviewing email open and click rates) can improve the performance of various campaigns.
Cold Email and Company Positioning
Clearly, reviewing the metrics of the cold emails that were sent will give you a better picture of how the readers are engaging with your emails (if they didn’t just send them to the trash). Based on the best practices we listed above, the types of responses you receive from your targets can help you adjust your company messaging and positioning.
A lot of these decisions are based on experimentation in your emails. For example, if you aren’t getting a lot of clicks or replies while using a very serious tone, you could try mixing it up with something more silly (while still being engaging and professional). If you have some success with that voice, it could be implemented across the board on your other marketing strategies.
In addition to tone, this process can be done for your messaging. Try out different styles and ways to communicate your message in test groups to see which email is interacted with more. Of course, different goals (signing up for a webinar versus making an appointment in person) may require different tones, but experimentation is still strongly encouraged.
All of this leads us to the grand finale: your company positioning. Cold email in general can certainly be a differentiator–after all, not a lot of companies know how to or even want to do it–but if you perfect your cold email strategy with great results, offering the service to your clients could be a notable differentiator.
By honing on certain services that you are really good at, such as cold emailing, it can help you shape your company’s offerings and positioning in the market–helping you stand out more against your competitors.
For more information on cold email marketing, reach out to us today!
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