Fail your cold emailing strategy, this has happened to all of us at least once, especially when starting out in marketing and mass emailing. Result: you have sent hundreds, even thousands of emails to promote your business and hope to find customers …
But now, 90% of your emails have not been opened and have probably ended up in the trash. Among the remaining 10%, 5% have been reported as spam, or even blacklisted and ultimately none of your prospects respond to you.
Some professionals and agencies are even champions of questionable prospecting emails. We have all received an email of this type at least once. You know, the guy out of nowhere who absolutely wants to sell you something you don’t need.
We will see together how and why aggressive cold emailing does not work.
For miss your cold prospecting, you just have to write a nice email that only talks about you, your prices, and more or less aggressively ask your prospect to buy and you’re done.
This kind of email I receive dozens of each year.
Example # 1 of ineffective cold emailing
Subject: Offer of low-cost services
(COMPANY NAME), BE SATISFIED OR REFUNDED
WE ARE AN EXPERT AGENCY IN SEO – SITE CREATION
– with 10 years of experience –
Hello dear customer,
My name is (person’s name) from (name) agency based in (country / city). We are experts in the field of web marketing. Today, I am contacting you in order to offer you our services at the best price:
1. Referencing positioning with guaranteed results (Whether in top 10 or top 5)
2. Website creation with responsive and personalized design
3. Professional community manager
5. E-mailing service for SMEs
6. Low cost web writing but ORIGINAL AND UNIQUE article.
If this interests you, do not hesitate to contact us to complete our collaboration.
Wishing you a very good day
TO FIND OUT MORE, VISIT OUR WEBSITE
Mistake # 1: the subject of the email
If from your email subject line, you start talking about price, it’s over. There is little chance that your email will be opened.
Also, just because you justify a low price doesn’t mean people will want to buy. If what you are offering is of little value, usefulness, and does not address a problem the prospect is currently experiencing, you can be sure that this email will not be opened.
Therefore, don’t neglect your email subject line. Badly thought it can single-handedly make you miss your cold emailing strategy.
Mistake n ° 2: the catchphrase
First, the use of capital letters, it stings the eyes and in addition you seem to be a big nag. Especially since it is completely uninteresting. From the first lines, you show that you are only going to talk about yourself and not about your prospect, nor his needs.
Mistake N ° 3: Hello dear customer
When you do cold emailing, it is clear that the people you are talking to are not your customers. This type of sentence drives the point a little deeper and demonstrates your negligence.
Mistake N ° 4: Promising Mounts and Wonders
Never make promises you can’t keep. As a self-respecting consultant, we cannot promise our clients to be in the top 5 or 10, nor to generate X in more turnover.
And to do so is a very big mistake. When your client realizes that your promise is broken, they won’t hesitate to let you know that they feel like you’ve been kidding them.
This kind of technique is the carrot to attract cash cows, nothing more. By doing this, you are disrespecting your customer and you are just another charlatan who only cares about their bottom line.
Example # 2 of cold emailing never to be done
Hello, We are an outsourcing agency based in (country). We specialize in the field of visual identity & graphics, writing, content management, customer relationship management, web development, remote secretarial services, outsourced accounting and we would like to offer you our services in order to optimize your activities. We offer various services related to design and visual such as: the creation of logos, video and photo montages, to improve your web interface. We will design a unique, innovative visual identity for you, which reflects your image. We do all kinds of writing, whether it’s writing professional documents or writing web content, as well as mailings. For writing, we offer a rate of 0.015 € / word with an article quality according to Google standards. We can also ensure the management of your relationship, whether it is after-sales service, customer advisers or customer loyalty. We support you in your developments such as website creation, SEO projects, to better optimize your project. We are committed to meeting your needs while meeting your expectations as quickly as possible, all at a very competitive price. We are very responsive and available to your requests and thanks to our many years of experience and our resources, we guarantee you an excellent quality service. Moreover, you will pass tests with our agency to be able to judge for yourself.
Mistake # 1: formatting
There is no need to say, such a pavement, without spaces or anything, it is particularly indigestible to read.
Mistake n ° 2: the multitude of service offers
Here, we realize that this box is a real gas factory which offers services that sometimes have nothing to do with each other: Communication, marketing, customer relations, accounting, secretarial work, etc.
The more offers there are, the more you want to target everyone, the lower the quality. We can have several related specialties, but in this case, it is too much, which have no connection between them and it is the client who is wronged.
Mistake n ° 3: guaranteeing quality at a low price
If you have ever bought cheap products from China on Amazon or Wish, you will understand the full meaning of this error.
Quality rarely goes hand in hand with low price and when your customer notices your mediocrity, they will not hesitate to give you a negative opinion and repeat it to everyone.
Why doesn’t aggressive cold emailing work?
Beyond the mistakes we have just seen and which can make you miss your cold emailing, there are many other factors that explain why aggressive or nagging cold emailing doesn’t work at all.
1 – Your prospect does not know you
It’s a fact, your prospect has never asked for you to contact them, and they’ve never heard from you. For him, you come out of nowhere, so it is useless to make a commercial proposal to him from the first contact.
It is often said that marketing is like romantic relationships. At the start, you have to get to know each other, discover the other, seduce and then, there is a commitment from both parties if it matches.
2 – You only talk about yourself
“We this, we that, our services, I I, I I“. In short, you only talk about yourself, your company and its services and I will be frank with you: your prospects do not care about you.
The prospect sees no further than the tip of his nose and his problems. If you are not in a position to take an interest in him, to value him and to provide him with a solution to his problem, your message goes by the wayside.
Imagine that you meet a complete stranger, you strike up a conversation and that person only talks about themselves without ever being interested for a second in what you do, what you like, etc. That same person will not make a good impression on you and just come across as someone with an oversized ego.
Remember that you will only have one chance to make a good first impression. If you miss your entry, there is little chance that it will end in a purchase.
3 – You want to sell at all costs
To give you an example, imagine you are walking quietly down the street and some guy says, “Hey miss, you’re lovely. Don’t you have a 06? ”
Usually, the guy just looks like a big dog loser. It is even perceived as an intrusion into your personal space and this technique often results in being ignored or even embarrassed. Uncontrolled cold emailing is exactly the same thing.
You should never make a commercial offer from the first contact. We are no longer in the 90s’. Marketing has changed and so has the way we view it.
Today’s customer makes inquiries, seeks information, opinions, in short, he thinks. If you do not take into account the psychological aspect of your target in your marketing strategy, it will be ineffective.
To make a successful first contact via cold emailing, you must remember one thing: your primary goal is not to sell but to start a conversation.
Put yourself in your prospect’s shoes for two seconds: would you like to receive this type of message? If the answer is no, then you need to review your cold emailing strategy so as not to miss it.