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Learning Series

September 15 2016 // 5:00 AM

​How to Craft an Effective Cold Email

Written by Dan Fabriziana | @PAEVENdan

How to Craft an Effective Cold Email

Part of my role as Client Relations Manager at PAEVEN involves reaching out to prospective members via email. Not having much experience with cold emailing strangers, I decided to do some research to improve my technique.  Below is a list of 5 tips that I learned, use, and believe can be helpful to you if you ever find yourself having to email somebody “cold.”

1.    RESEARCH, RESEARCH, RESEARCH

One of the most important things, if not the most important thing, is to make sure you know who you are emailing.  Spend time researching the company, get to know exactly what it is they do, try to determine who their audience/clients are, and figure out how your product/services can help them or their audience.  Once you have researched the company you can focus on the specific person that you will be contacting.  Try and find some common ground.  LinkedIn profiles are a great resource.  By making a connection with the person that you are contacting, you have a better chance of them reading your whole message and responding (which is your goal).

2.    KEEP IT SHORT, SIMPLE, AND TO THE POINT

This pertains to both the subject line and the email itself.  Let the recipient of your email know exactly what is enclosed in your email by using a specific subject line.  For the email itself, try to get your message across as succinctly as possible.  Often people are checking their email while on the go.  Make it easy for them to understand what you’re trying to convey quickly.

3.    MAKE IT ABOUT THEM

As hard as it may be to do so, refrain from making your email solely about you and/or your company.  It can be very easy to tell someone why they should partner up with your company, or why they should use your services or product.  However, most people don’t want to be sold something.  Instead, the person on the other end of the email wants to hear how you can help them.  Make it clear that you are offering a value to their company, and explain what benefits they can achieve from doing business with you and your company.

4.    DON’T SOUND DESPERATE

You want your email to have a tone that reflects confidence, not desperation.  By sounding desperate or overly eager, you may raise some red flags for the person you are emailing.  Instead, your email should portray your company and services/product as something that has value and that you are proud of.

5.    END YOUR EMAIL WITH A QUESTION

It can be tough to obtain a response to a cold email.  One technique that I’ve had success with is asking a question within the email (usually towards the end).  By asking a question you are inviting feedback and engaging in a conversation.  Your email will feel more personal.   

I would like to thank you for being a part of this, and I hope these 5 tips will help make your experience of cold emailing a successful one.  If you have any other great tips, please share them in the comments section below. 

Feel free to contact me at dfabriziana@paeven.com if you have any questions or comments. And remember: sharing is caring!

Best,
Daniel Fabriziana 
 

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