It’s NOT All About Your Pitch

It’s your first time launching an email campaign; you are anxious to get started. You draft up your copy, and you instantly roll into your sales pitch. A few days later and not a single response. The problem? You jumped the gun.

Busting out your sales pitch at the first chance you get is an easy way to scare off potential clients. Take the time to figure out what they need or want before listing off all of the reasons your product differs from all of the others on the market. Here’s some tips on how to write a great cold email.

The “Novel” Approach

Email-Marketing-Mistakes__soil-IQ

Another huge mistake people make to lay out all of the information at once. This results in a bulky and unwieldy copy that your prospects have absolutely no interest in reading through. It may seem wise to provide as much information as possible but too much too fast is a genuine concern.

It is very tempting to type a witty pun or mysterious and exciting subject line (like my excellent cold pun for this article!), but in the context of email marketing, it is only going to work against you. If you aren’t upfront about what you are talking about one of two things can happen.

How would you feel if you got five massive paragraphs in your inbox from a random stranger trying to sell you something? Probably not significant and a little annoyed. Personally, I don’t even like getting long text messages; they make me nervous. Just consider how you would feel getting a similarly long-winded message and adapt accordingly. It can only get better the more concise you are.

Misleading Subjects

1. They open the email out of sheer curiosity, realize you’re trying to sell them something and then send you to the junk folder without a second thought.

2. They send you to the junk folder without a second thought.

In the same vein as the vague subject lines, you want to be as transparent as possible. Not only is including all of your company contact information required by almost all spam legislation around the world, but it also creates a sense of trust between you and your prospects. By being open with them, you are inviting them to be the same with you.

Both of these scenarios have the potential to impact your IP and Domain reputation, which could have a substantial negative influence on the company as a whole and all future attempts at email communication in general. Ending up in the spam folders is going to happen from time to time, but it is better not to help that process along or make it permanent.

Trust Goes Both Ways

Another example, if you received a message shrouded in vague wording without so much as a company phone number, how likely are you to take the offer seriously? Be as open as possible and build a rapport that can be used for future interactions. It is better to create towards a sale slowly than bet all of your chips on the first hand only to come up with nothing. By extending them the courtesy of knowing who you are, you are opening the door for them to do the same.

You are WAY too Excited

These are but a few of the symptoms of the nasty common-cold email marketer. It is an awful disease, but with the proper treatment can be cured in no time. My recommendations, relax, read through your copy before sending it, and if you wouldn’t jump at the offer you’re proposing, you should probably rewrite it. Also, lots of soup.

This is a surprisingly common issue that I’ve come across during my time as a support manager. The external use of special characters is fine in a friendly text conversation, but when it comes to a business email, it has no place. Sure, you want to be charming and relaxed, but not to the point where you are ending every sentence with an emoji or five exclamation points.

You are undermining your professionalism. No one will see the seriousness if you write like your thirteen-year-old nephew. An occasional exclamation point is fine if paired with a call to action; it invokes a sense of urgency, just don’t overdo it.