How To Write The Cold Email Campaigns That Converts Leads in 2022


The internet has changed the way we do business, work, and communicate. Nowhere is this more true than in today's online marketplace, where a company must have a strong online presence to survive. Businesses, both big and small, are spending more time and money online than ever before. Therefore, it is vital to have a strong online presence to survive in today's world, and email marketing is an efficient way to accomplish this.


Businesses are constantly chasing signups, leads, and sales. But most of them are doing it wrong, failing to use simple, proven strategies that convert visitors to paying customers. Cold email campaigns can be some of the highest-performing lead generators for businesses. An average email open rate is 23.96%, with click rates up to 66.78%. But writing an excellent cold email takes specific skills. 


Cold email marketing strategy is one of the most effective sales methods for businesses to convert leads into sales. The best thing about cold emailing is that it works across all verticals. The only thing you need to do is to learn the process, write effective cold emails, and watch your team convert more leads into opportunities.

This blog explores the best cold email tips that will help you get a high cold email response rate for your next cold emailing campaign.

Why are cold emails important?

Cold emailing is no doubt an effective method to reach out to prospects and convert them into leads. Cold email is not only effective, but it also saves you a lot of time and money when compared to marketing via social media marketing. But, if you want to outshine your competitors in this content-rich digital era, you should take the marketing to the next level via a cold email marketing campaign.

Cold emails are responsible for most of the leads and revenue of B2B startups. Rather than going door to door to find leads, an email marketing campaign allows a company to directly reach out to the potential customer. That means a B2B company can convert leads quicker, gain a better reputation, and make a lot more money. But it all starts with a cold email campaign.

Cold emails Vs. Spam emails

Email has become the most effective marketing channel for people looking to grow their businesses. Email Marketers have perfected sending mass emails with a high open rate and a low spam rate. The biggest victories in email marketing have been through A/B testing, different content types, and a complete understanding of consumer psychology.

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Do cold emails work?

Yes, cold emails do work. But they aren't the same as spam mail we all hate to get. It's no secret that cold email is one of the most effective digital marketing strategies that exist today. However, like everything, there's the right way and the wrong way to utilize this strategy. By understanding the different types of cold emails and how to write them effectively, you can increase your email conversion rates and skyrocket your sales and revenues. 

Tips for writing a cold email that converts

Writing a cold email campaign is perhaps the easiest yet most overlooked form of lead generation. Just because it's easy, that doesn't mean you can pull it off. If you can write a cold email campaign that converts, you just found a major competitive advantage. Your success rate will become higher than people who use other forms of lead generation.


1. Focus on your prospect's pain points

Find out what your prospects care about, including the common pain points and what resonates with them. And never be afraid to get personal. For example, if you know they're a sales manager, talk about your perception of their goals and the immense pressure they're under to make sure their team is reaching those goals. 


You can even go as far as to say that you understand if their team does not achieve its goals, their role as manager could be on the line. Now, introduce your solution and convince them that a quick meeting with you is a step closer to eliminating these issues and reaching their goals.


2. Automate your email outreach

Before sending your cold emails, use a cold email tool like HubSpot to save your cold email templates, and you do not have to waste time rewriting them. Then, pull up your saved email templates within your inbox and simply personalize them. 


It is helpful to get this set up before you start sending your cold emails because tools like HubSpot also help you in email tracking on how well they are performing to make changes and optimize your emails as you go.

You can also automate the entire cold email outreach campaign with cold email software like GMass that is perfect for busy people like business owners, entrepreneurs, email marketers, and more. The tool also offers services like email verification, email validation, automating your cold email sequences, and follow-up emails.


3. Avoid cheesy subject lines.

The initial step to conversion is getting your prospects to open your cold emails. With crowded inboxes, most salespeople don't even make it that far. Statistics state that 77% of sales emails are never opened. 


An email subject line is the first thing a prospect sees when they open the mailbox. If the subject lines seem spammy or sales-y, the prospects will not open it and might even mark it spam. So do not do what every other salesperson is doing - a generic subject line for all their prospects. 


Instead, craft a creative subject line that is catchy and personalized to every recipient. Also, your subject line should be really targeted to your prospect's needs.


4. Cut to the chase

As a B2B marketer, you should have understood one major commonality of your prospects regardless of industry - they are busy and do not have a lot of time to read emails. So, instead of wasting their already limited time with fluff and formalities, just cut to the chase. If not, you're already off to a bad start. 


You need to avoid the "How are you doing?" and "Hope this email finds you well" language because it does not matter to you or your prospect. Instead, get to the point, and the prospects will appreciate you for valuing their time. Also, knowing that mobile is becoming a top way business professionals engage, you need to make sure your emails are mobile-friendly and precise.


5. A Strong Call-To-Action

To optimize the chances of conversion from a cold email, use just one call-to-action, which, in this case, is to schedule a call or meeting. A meeting scheduling software automatically connects with your business calendar to detect your availability, and you can offer this feature to your prospect in an email. 


Without any scheduling tool, you risk engaging in the common "When are you available?", which might lead to an additional exchange of emails that might annoy them. Also, chances are you might even lose them.


Note - Using a CTA like "Let's schedule a call to discuss more" with the scheduling page linked helps capture your prospect's attention while they are interested. Also, you can try locking down how far out they can schedule by only offering the next few days since the salesperson's goal would be to get a meeting scheduled as soon as possible.


6. Make it personalized and relevant.

Cold emails are not spam, but if you don't personalize your emails, they may look like spam emails. So, an excellent way to send cold emails is to use email personalization. A personal email crafted uniquely for the prospects will grab their attention more than regular emails.

Crafting a personalized email may seem tough when you send bulk emails, but it can be made quite easy with email personalization tools. All you need to do is get your cold email list ready for the tool to automate the cold message.

Instead of personalizing based on things that are not relevant to your reason for reaching out, like knowing your prospect lives in Chicago and bringing up how nice it is this time of year or knowing they graduated from Oxford University and mentioning their latest sports win, focus on the prospect's business needs and what really matters to them. A little research on their business can go a long way towards getting your prospect to convert or schedule a meeting. 


You can use a cold email personalization tool like SmartWriter to personalize your emails to get 8X more replies with just one click. This lets you create personalized and unique emails that attract prospects.

You can personalize your email message by congratulating them on their recent works, such as a guest post, recent achievements, awards, a blog post or piece of content they published, or the company's success. This type of email grabs the attention of the prospects more than emails that are non-personalized and simple.

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7. Answer the "What's In It For Me?" (WIIFM)

Whether you intend to get your prospect on a quick call or go straight into a product demo, this first email is your best chance to seal the meeting. Why would they spend like 20 or 30 minutes of their time with you? 


If you have done your research and identified their needs, you can tell them about how your call might bring them closer to achieving their company's business needs and goals. Because in the end, hitting their goal is what truly matters to them.


8. Offer credibility

Powerful statistics and relevant content can go a long way in a cold email. It shows you have done your research and value your prospect and their current situation. You've to position yourself as an expert on their role before they even think about speaking to you.


9. Don't sell yourself short.

Saying things like, "I just need 5 minutes of your time." is not always ideal. If your prospect is busy, this approach will only ruin your service and the value a call with you could bring them. Whereas including a line like, "To do this right, we will need 30 minutes to discuss how (Product name) meets your specific needs." help show the value of the call.

10. Warmed up email domain

Before starting your cold email outreach, you have to warm up the email address. It is not just your email address that has to be warmed up but your domain as well. 

The processes of warming up your email address and domain are similar, but warming up a fresh email domain takes a longer time. And when you send mass emails from a domain that is not warmed up well, your emails might land in the recipients' spam folders. 

If more emails end up in the spam folder, marked as spam emails by recipients, or moved to trash without being opened, it will reduce the credibility and sender's reputation. Further, it would take a lot of time to rebuild the reputation again. But, marketers can use email warm-up tools like Lemwarm from Lemlist to automate the domain warm-up process and avoid deliverability issues. Also, this will help improve your email deliverability rates. 

Warming up your email domain and email address is essential to cold email outreach campaigns. This will help your cold emails land in the prospects' inboxes rather than getting filtered by spam filters.

11. Do not forget to follow up.

Most successful businesses or partnerships take more than a dozen follow-ups before you get a response back to seal the deal.

The problem is no one seems to be sending follow-up emails after the initial email. Most B2B marketers send just one email and then never write to that prospect again. According to a study, a whopping 70% of sales emails do not go past the first attempt.

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A cold email marketing campaign without follow-ups is never a good idea. Without follow-up emails, your email outreach efforts won't be as effective as they could be, and you will be missing out on lots of sales. 

But, sending a follow-up email without annoying the prospect can be tricky and time-consuming. You can automate the follow-up process by using a cold email automation software that could send automatic follow-up emails at specific periods of time.

SmartWriter - The best cold email automation tool

SmartWriter is a cold email marketing software that helps create personalized cold emails that are unique and hyper-personalized. For instance, you can use the prospect's LinkedIn data to create a highly prospecting message entirely based on the prospect's LinkedIn profile details such as prospect bio, recent activity, awards/promotions, or job bio. This tool will help you get 8x more replies with just one click.


How to use SmartWriter to generate personalized cold emails?

  1. Sign in or Sign up with SmartWriter.
  2. Pick a current project or create a new project using the option "Create Project."
  3. Click on "Create Copy" and look for "Cold Email Outreach" under the category "Personalized Outreach."

  1. Now, select the required intention, and upload your cold email list via Google Sheets, CSV file, or manually.

  1. Then, click on "Generate Copy" to get your personalized emails in just a few seconds.

  1. You can also regenerate these emails or use the generated emails for your cold outreach campaign.


Note - SmartWriter offers a 7-day free trial in all their premium plans. So make sure to check out the tool for improving your email outreach. Also, you can download the chrome extension from Google for quick use.


Why should you use an email marketing tool?

Some of the advantages of cold email automation tools,

  • It automates your entire email outreach campaign and thereby saves time.
  • Also speeds up your outreach.
  • Creates personalized cold emails for your entire contact list at just one click
  • Helps marketers to gather the email addresses of the prospects, verifies, and validates the email.
  • A cold email campaign software lets you track and monitor your email campaigns to identify the issues in the campaign.


Writing cold emails can be very effective when approached in the right way. With the above cold email tips, you should be able to craft an effective email that converts leads. Implement the strategies above, and you'll find yourself writing cold emails that convert.

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