Cold prospecting is a very difficult exercise over the phone but can be even more by email. Who answers commercial prospecting emails of completely unknown people? It is rare that you will get a response from your outreach, however, some cold emails will get appointments. How do they do it?

Here are 6 simple tips allowing you to write the perfect prospecting email.

Your email should be short and go straight to the point

Nobody likes to read long emails. In terms of prospecting email, length is not an advantage and sending a long email is the best chance that your prospects will just delete or ignore your messages.
Our first tip: write short, simple emails that go straight to the point. Ideally, your prospects should be able to read the full content of your emails without the need to scroll. Always keep in mind that your prospects receive dozens of emails every day and do not have the time to spend 10 minutes reading and understanding your emails. Especially if it's the first email you send them and they do not know you yet.

Because many emails are read on mobile, make sure that your email is adapted to smartphones screens. Finally, your prospecting emails must be clean and clean: check that they contain no spelling mistakes. If necessary, use a corrector to make sure.

Your prospecting email must have a very clear objective
If you write a prospecting email, you normally expect a response from your recipient. When writing your email, ask yourself these two questions:

  • Why are you sending this email?
  • What do you expect from the prospect? What do you want him to do?

If, for example, you are looking for an appointment, suggest dates and times to your prospect, giving some details about the target duration of the appointment. For example: "I propose that we have lunch together so that I can show you in detail how our solution can help you generate more qualified leads. Would you be available Monday or Wednesday next between 12h and 13h?".

Feel free to set deadlines
If you send a sales proposal to your prospect and you expect a response, do not hesitate to include a deadline in your email. Of course, do it with taste. You should not give your prospect the impression that you put a gun on his head. Your deadline should not appear as an ultimatum, even if it must create a state of emergency. Here is an example of a message:

"You will find attached our proposal, in which we take the details mentioned during our meeting yesterday afternoon. The terms of this proposal are valid until Thursday. Looking forward to your answer ... "

Take advantage of new technologies
There are now a lot of tools on the market to make your email communication more efficient, for example, Tilkee Tilkee lets you know how your prospects read your prospecting emails and commercial documents, how long they spend there, on which parts/pages they spend the most time, etc. This allows you to deduce the level of interest and the areas of questioning of your prospects.

You can also, more classically, use an emailing software that will tell you if your prospecting emails have been opened, how often they have been opened, whether your prospects have clicked on the link, whether they have forwarded it to employees, how much time they spent on email, etc. There are several very good emailing services, such as MailChimp, SendinBlue or Sarbacane.

5 Your emails must be personalized
Even if you send 10 or 20 prospecting emails, do not turn into a robot. It is essential that your prospecting emails are fully personalized, even if it obviously takes longer than sending the same email to everyone. To personalize emails, base yourself on the exchanges you have already had with the prospect, go take a look at their social profiles (to see what they have recently tweeted for example), do research on the company in Google.

When you send a prospect information about your product or service, it's important to ensure that your email is not just about sharing information that's available on your company's site. Your email must go further and incorporate additional information that may be of interest to your recipients in tune with the specific needs of the companies you are targeting. Show your prospects that you're interested in them, that you really want to help them improve their performance and solve their current problems. Feel free to include statistics showing the good results your current customers are achieving with your product.

The more your prospecting email is personalized, the more likely you are to hit the mark and attract your recipient's attention.

6 Do not just send emails, pick up your phone or reach out on messaging
Prospecting goes through email but does not stop there. The prospecting process must go through two phases, which correspond to two channels:

  • The first contact by email, during which the objective is to develop the interest of your prospects, to schedule an appointment (call or physical appointment) or to send a quote.
  • The second contact by phone or social messaging, which allows you to get closer to your prospects and develop in detail all your sales pitch.

A sale is rarely concluded by email only, a phone call, messaging or an appointment is often the culmination of the sales process. Hence our advice: do not do the email alpha and omega prospecting, pick up your phone, get social and meet your prospects.