How To Write A Cold Email Your Prospect Will Open And Reply To The cold email has been part of the sales process for a very long time but how do you actually write a cold email that your prospect will open and reply to? Anton van Rhyn is the CEO and founder of the company Wavo, a cold email platform that helps salespeople automate email outreach and follow-up. He also built Huron, a company for outbound prospecting and service. Anton has used both his software development experience and sales development experience to fine-tune the email automation platform. A cold email automation platform Anton built a cold email automation platform in order to assist sales representatives to relieve them of these more mundane tasks. The platform creates a sequence for the machine to follow. It can reach out to prospects and follow up in a way that looks like human effort. The tool is very efficient in that it focuses on making initial contacts while it frees up sales reps to focus on their demos and talking to people. Anton’s company has been utilizing email for three and a half years. They’re previous experience came from being a prospecting service where they used emails to contact different verticals and industries. regardless of company size. Email makes it easy to prospect because most people today already use email. It is reminiscent of the cold calls used in the past. Cold calling was effective because most people were already sitting at their desks and ready to pick up a phone call. Today, very few people own office phones. Businesses have resorted to using emails to reach their clients. It’s become one of the most powerful channels to engage with prospects. Emails that don’t work Using a template in making cold emails is one of the reasons why this strategy often fails. In the U.S. alone, the phrase cold email template is searched for around 200,000 times a month in Google. Mail servers create a hashing algorithm to identify email content, and using these algorithms, servers can quickly identify these emails as spam. The other reason why cold emails are failing is that some people in the email list aren’t interested and just flag your email as spam. When you’re using the cold email templates, it’s very easy for emails to go straight to spam. Over time, Anton’s company developed a framework in using cold email, calling it the 1-2 punch. It’s a series of emails to address a topic. After some time, another mail is sent to revisit the topic sent two emails ago. It’s important to give the recipient a break. Use a good subject It’s important to use a good subject when creating a cold email so it seems you are really writing to someone. A subject line that looks like a headline from an ad stands out to people. Even when the email isn’t flagged as spam, or ends up in the Promotions Tab, the receiver will still likely not open it because nobody likes being sold to. An ad is off-putting. Google and Gmail Suite are also getting smarter by the day. They check your inbox and look at how people engage with your emails. A sender who gets replies gets a higher score than sanders whose emails don’t get opened and responded to. As a salesperson who is using emails to reach their clients, find smart ways to get them to reply. One trick Anton suggests is to include a way for people to unsubscribe. For example,“Hey, if you don’t want to hear from me again, please reply to this email with your request to unsubscribe,” or some other variation.. Anton’s clients have seen how using this trick improved their engagement rate. While there are some who reply unsubscribe, they also see positive responses coming back as well. At the end of the day, your goal is to make your cold emails sound more human to get the other person to respond. The three word-subject line works...

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