How to write cold emails: a few useful tips
Mafpels trading blog
A cold letter is the first letter you send to a potential client. They may not know about your company, product, or its benefits. People spend 10 to 15 seconds reading a cold letter. It should be written in such a way as to interest a person in this short period of time. Cold mailing does not require significant financial investments. All you need is the client's email and a well-written text. Mafpels Trading managers share several tips on how to write a cold letter so that it is opened, read, and responded to, rather than deleted from the mailbox.
Three Models for Writing a Cold Email
We offer you three models for constructing cold emails that will help you get a high response rate.
AIDA Model
A (Attention) – attract the attention of a potential client with an interesting subject line and introductory sentences.
I (Interest) – interest the addressee, for example, tell them which companies are already using your product, what results they have managed to achieve.
D (Desire) – list the benefits of your offer and explain its value.
A (Action) – end the letter with a call to action, for example, register for our webinar, order a trial batch, etc.
BBB Model
Brief – the shorter the cold email, the more likely it is to be read to the end. Be precise: write the text, reread it, remove the unnecessary. Letters consisting of three or four sentences receive twice as many responses.
Blunt – be direct: clearly explain how your product stands out from the competition.
Basic – be simple: forget about complex words and constructions, write clearly, and do not impress with your vocabulary.
AIDA Model
A (Attention) – attract the attention of a potential client with an interesting subject line and introductory sentences.
I (Interest) – interest the addressee, for example, tell them which companies are already using your product, what results they have managed to achieve.
D (Desire) – list the benefits of your offer and explain its value.
A (Action) – end the letter with a call to action, for example, register for our webinar, order a trial batch, etc.
BBB Model
Brief – the shorter the cold email, the more likely it is to be read to the end. Be precise: write the text, reread it, remove the unnecessary. Letters consisting of three or four sentences receive twice as many responses.
Blunt – be direct: clearly explain how your product stands out from the competition.
Basic – be simple: forget about complex words and constructions, write clearly, and do not impress with your vocabulary.
The rule of three Ps
Praise – begin the letter with a sincere compliment, for example: Your company has grown tremendously, we admire how skillfully you cope with your goals.
Show – demonstrate with real examples how your product or service will help the recipient multiply their achievements.
Nudge – motivate the person to take action, for example: “Try our product and see its benefits.”
Praise – begin the letter with a sincere compliment, for example: Your company has grown tremendously, we admire how skillfully you cope with your goals.
Show – demonstrate with real examples how your product or service will help the recipient multiply their achievements.
Nudge – motivate the person to take action, for example: “Try our product and see its benefits.”
Now let's talk about how not to write cold letters. Mafpels specialists have seen several mistakes that can affect the effectiveness of the mailing.
Uninteresting subject. Cold letters have a high risk of being ignored, as they come from unfamiliar addresses. If the subject of the letter does not interest the recipient from the first seconds, then he will not open and read it. The subject of the letter should indicate a specific benefit for the recipient.
Using template phrases. Such phrases do not increase interest, but motivate to quickly delete the letter and add the sender to the list of spam addresses. Personalize the text of the message, address the client by name and be polite.
Neglect of the characteristics of the audience. The worst thing you can do in cold mailing is to buy a database of unfamiliar email addresses and send everyone the same letter. You will spend money, and the letter will most likely end up in spam, warned MAFPELS managers. Before creating a chain of letters, collect as much information about the recipients as possible, divide your database into groups according to different criteria: industry, position, interests, etc.
Lack of information about next steps. If the client understands what is expected of them after reading the letter, then the likelihood that they will take the desired action will increase. A call to action (for example, clicking on a link) will help attract the client to cooperation.
Lack of arguments in favor of the offer. "Market leader", "unique solution", "quality guarantee", "innovative technologies" - all these are just big words. They do not increase trust in the product, but are perceived as cliches. Replace general phrases with customer cases, reviews or specific figures that will support your statements.
Uninteresting subject. Cold letters have a high risk of being ignored, as they come from unfamiliar addresses. If the subject of the letter does not interest the recipient from the first seconds, then he will not open and read it. The subject of the letter should indicate a specific benefit for the recipient.
Using template phrases. Such phrases do not increase interest, but motivate to quickly delete the letter and add the sender to the list of spam addresses. Personalize the text of the message, address the client by name and be polite.
Neglect of the characteristics of the audience. The worst thing you can do in cold mailing is to buy a database of unfamiliar email addresses and send everyone the same letter. You will spend money, and the letter will most likely end up in spam, warned MAFPELS managers. Before creating a chain of letters, collect as much information about the recipients as possible, divide your database into groups according to different criteria: industry, position, interests, etc.
Lack of information about next steps. If the client understands what is expected of them after reading the letter, then the likelihood that they will take the desired action will increase. A call to action (for example, clicking on a link) will help attract the client to cooperation.
Lack of arguments in favor of the offer. "Market leader", "unique solution", "quality guarantee", "innovative technologies" - all these are just big words. They do not increase trust in the product, but are perceived as cliches. Replace general phrases with customer cases, reviews or specific figures that will support your statements.
Mistakes in Cold Mailings
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