Cold Emails vs. Warm Emails

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What's the Difference?

If you're not generating a steady flow of high-quality, sales leads every month from cold email marketing or warm email outreach, you can do better!

It doesn't matter if you sell consulting services to Fortune 500 companies or if you own a window washing company, there's never been a more effective way to get your message directly into the hands of your target market than VIA email marketing.

In this lesson, you'll learn how to use Connect 365 to:

  • Set up and launch campaign emails for a successful cold email marketing strategy.
  • Configure set it and forget it drip cold and warm email campaigns.
  • Organize your cold and warm email campaigns to properly remove and add your prospects to the system.
Whaddya say? Wanna get started?

 

What is cold email marketing?

A common form of email marketing is cold email marketing. It's not what we recommend often because it lacks a personal feel. But what exactly is MOST cold email and what makes it so cold?

 

What are cold emails?

Cold Email (n): An impersonal sales email sent to someone with whom you have no prior relationship AND the content of which is focused on your business and your offer.

Essentially, cold emails are ‘cold’ because you don’t know the person AND you don't focus on them in your marketing campaigns. It’s the same principal as moving down a cold call list with the same impersonal script over-and-over-and-over, except it's cold emailing.

Generally speaking, the intent of a cold email is to stir interest in your product or service and get your prospects to agree to a clear next step in the sales process.

There are some businesses that do cold email marketing really well, and a lot more that don’t (fortunate for you because you’re in this program, you'll be armed with the tools and information to do it well).

If you are sending cold emails to prospects or using cold email templates that get zero response rate, you should replace them with Warm Email (which we'll talk about more in this post), but with either approach, you need to protect yourself and avoid the spam label.

 

Let's talk about SPAM baby…

It's totally legal to send an email or email sequence to people you don't know. Not knowing someone personally, does not necessarily mean that sending them a cold email is spam. There are, however, certain requirements you must meet in order for your account and the individual messages you send to not be deemed ‘spam’.

Each country has their own email spam laws and it’s imperative that you follow the guidelines set forth by the government of the country you do business in (and with) or you could be fined.

Here’s a quick way to find the email spam laws in your country – How to Comply with Email Marketing Laws and Regulations Around the World.

For example, if you’re in the USA you’ll need to follow the CAN-SPAM Act. Here are a few requirements we see people frequently confused about…

Don’t use deceptive email subject lines – Email subject lines must accurately reflect the content of the message. In other words, don’t use subject line ploys such as “Your account information” OR “Your recent purchase” and then go about promoting your services in the body of the email instead.

Provide your mailing address – You must give recipients the means to contact you VIA mail if they’re so inclined. The easiest way to remain compliant here is to add your physical address to your email signature line.

Identify your message as an ad – You have some wiggle-room to be creative here. And this comment is meant for email campaigns that are direct advertisements or coupons. Be clear in what you are offering in the email if that's the case. The key here is to not be deceptive. If you are sharing a link to a blog post your prospect may find helpful – that's not a direct advertisement.

Provide an opt-out in your email (for people who don’t wish to receive future messages from your email address) – You must provide clear instructions for how the recipient can get off your email outreach list. It must be easy for them to recognize, read, comprehend and complete.

We've found that the best way to stay compliant here AND also get the best results possible with your email marketing campaigns is to add a line of text above or below the email signature line giving them a way out.

EX: You could say something like, “PS: If you don’t want to hear from me again, just hit reply and let me know”.

 

Now let’s move onto how you can avoid sending cold email (or spam) and generate more leads and clients using Warm Email!

 

What is Warm Email?

Warm email is all about your approach in two areas:

  1. The type of email messaging and outreach you send.
  2. The delivery and appearance of your email in your prospect’s inbox.

So what is warm email exactly?…

Warm Email (n): A woefully underutilized email messaging solution that offers a more personal, intimate experience to the recipient that cuts through the noise of the modern email inbox and stands out amongst a sea of “marketing” and “advertising” emails that your prospects receive on a daily basis.

Now that’s a tall order but Connect 365 (C365) will give you all the tools needed to do just that…and more!

Connect 365 was created for turning cold emails into warm emails:

C365 will allow you to send hundreds or thousands of customized emails each month directly through your email account that appear to be personalized messages, not mass marketing emails. It will look as if you spent the time to individually send someone a 1-to-1 email message but in actuality, they’re fully automated.

These emails are sent directly to your prospect’s primary inbox, with a high deliverability rate and contain none of the dead giveaways of mass email tools like unsubscribe links or 3rd party branding EX: “Powered by MailChimp”. This one thing can make all the difference when it comes to your email's open rate.

This visibility and personalization leads your email to get responses from decision-makers. And not be doomed to the spam or trash folders that so many email templates get dumped into!

Now, the appearance of your email sequences and templates is only part of the equation to a successful email campaign. To consistently convert prospects to sales appointments and clients, the secret is in your follow-up email. And using a tool like Connect 365 you can create customized email marketing sequences that automatically drip emails out to your prospects over a period of time and it can even move individuals into different campaigns based on their actions such as opening the email or replying.

So, that’s a high-level view of what C365 does but let’s take a step back and talk about your email marketing strategy for a minute because having this cutting-edge email software at your disposal is only half the battle. The other half is getting the best results possible out of it.

 

Components of a Warm Email

Email marketing has been one of the primary drivers of our success over the past 6 years here at Connect 365. Here’s what we’ve learned…

How you position your offer is super important BUT how you approach the conversation is equally important. People that pitch, pitch, pitch, right out of the gate and don’t provide any value in their messages, burn through their contacts quickly and don’t have much luck with email marketing.

If you don’t believe me, just put yourself in their shoes. What do you do when you get cold email marketing messages or a cold call like that?

#1 Always add value to your email

What works better is to really consider your target audience and what they care about. They don’t care about your job duties or the dazzling features of your product. What they do care about is themselves and their business. That holds true no matter who you’re talking with. What do they need to know about your product?

With that in mind…every warm email you send should provide at least some educational insight. This is one of the guiding principles of our email marketing strategy. It’s critical that you always sprinkle in some sort of ‘value add’ to your emails.

There’s also nothing wrong with sending a value add message from time to time that contains no sales pitch whatsoever. Not only will this help to build up some goodwill with your prospects but it’ll also allow you to demonstrate your expertise.

And, that’s important because people do business with people they know, like and trust.

If you’re struggling to come up with some content ideas for these email subject lines and messages, here are a few…

  • Give a behind-the-scenes look at how you did something in your business
  • Debunk a common industry misconception new clients typically have
  • Mention a specific, free piece of advice for the prospect if they agree to a phone call

For a comprehensive example on how you can add value to each outreach email check out: How We Launched a 7-Figure Product with our Software and Systems.

#2 The call-to-action

As I mentioned earlier, every email campaign doesn’t need to contain a sales pitch but they should all have a call-to-action (CTA). The CTA is simply what you want them to do after they’ve read your email. This can increase your email outreach response rate.

A weak call-to-action would be something like, “just let me know” or “hope to hear from you soon” or my personal favorite “thoughts?”

Whatever your end goal is for your emails, it needs to be specific. And, as the initiator of this communication, it’s your job to do all the heavy lifting and provide a clear next step.

Here are a few stronger CTA ideas…

  • You could drive them to a piece of content such as your lead magnet or a blog post
  • Ask for their opinions on topics like what they're struggling with or a polling type question (do they want more phone calls, in-store visits, etc.)
  • Call out a specific date and time for a call.

#3 The right way to pitch

We’ve already touched on how you can add value to your target audience in their professional careers (by being a resource) but the pitch should get to the heart of their business needs.

There are four things all good pitches have in common…

Pain Points – First things first…get your prospects in the right mindset. This can be achieved by diving deep into the pain points they’re experiencing (the ones you solve) and the root cause of this pain. This is a good way to prime them for what’s to come and keep them engaged in your email (if these are mentioned in your email subject line, the email may have a better open rate).

Key Benefits – How is your target audience going to benefit from working with you…specifically? You'll want to connect the dots to what you offer and how that translates into the big benefits for your clients.

It’s also wise to inject some differentiation in here. To do this, consider what you do different or better than the competition and, what makes you unique as a business or individual. Feel free to get creative with this, too.

Expected Results – This is the most important part! What are the tangible results people should expect? Or, at a minimum, what are the results you’ve helped your target audience achieve?

Time Sensitivity – Good pitches are time-sensitive. Many people forget this when they invest in cold email marketing campaigns.

For example, you could…

  • Tell them you’re only accepting X amount of new clients right now
  • Tell them you’ll be increasing your price after a set period of time
  • Simply let them know they’re losing money with every passing day you’re not working together

 

The Warm Email Playbook

Research has confirmed that 90% of sales come after the 7th follow up email. And, what’s even more startling is that 79% of salespeople give up somewhere between follow up email 1 and 2!

This plays into another one of Connect 365's guiding principles which is the understanding that this is not a “one and done” email blast in the hopes of grabbing a bunch of new clients. That just doesn’t work very well. When your email outreach strategy is only focused on cold emails, open rates will decrease and your audience will feel disconnected.

This also means that if you stay in front of your prospects consistently by sending emails, you’ll have very little competition.

So, what should you send them? Here’s a sequence you can follow for your warm email templates

Email 1 – This first message of your email outreach campaign should contain your initial pitch to grab the low-hanging fruit. Use one of the starting email templates provided in C365, from the 3 Secrets to Attracting Qualified, High-End Clients for Free or from the next section below.

Email 2 – If they don’t respond to the first cold email after 1 week, send a ‘reply’ email (from your first email) and include a short message that essentially says, “Hey, just wanted to follow up to see if you got this. Let me know if you'd like to get started today!

Email 3 – If they don’t respond to your second email reply, send a final ‘reply’ that says, “Hey, just following up. If you don’t want to hear from me anymore, just let me know and I can remove your email address from my subscriber list.”

Email 4+ – If you’ve gotten no response to your first 3 emails in 2 weeks, then start a ‘value campaign’ and send a short, personal, valuable message to them with a soft call-to-action about getting on a call that week.

 

Warm email scripts…hot off the press!

Here are a few Email 1 templates to get you started…

Hi {firstname},

You have an impressive background in {prospect or decision-maker role} – hope you're excited to kick off the new year strong! I'm reaching out because I see you head up {prospect’s title}, and I see a fantastic fit for {prospect’s company} to increase {big benefit}.

Customers like {name drop some clients} told us that {pain point}. That's why they chose {my company} to {service provided}.

Can I have 15 minutes of your time {specific date and time} to discuss some of your company's {current initiatives} and the type of impact {my company} could have?

Thanks,

{my name}

– OR –

Hi {firstname},

I've been working with other {prospect's role} and one of the key issues they're struggling with is {pain point}.

This past year we've helped numerous companies {solution} resulting in {expected results}.

If this is something you're challenged with too, I have some ideas that might help.

What’s your schedule look like this coming week for a quick phone call? I’m available on {specific date and time}. Let me know if that works for you.

Thanks,

{my name}

 

Warm email use case examples

There really are countless ways you can use Connect 365 to grow your business!

Here’s a few ways you can use warm email…

  • Create a sequence that drips emails out to identified prospects to encourage them to get on the phone with you.
  • Use our Automated Sales Follow-Up Sequence to stay in front of prospects who take a sales call with you but don’t buy right away.
  • Follow our Social Media Email Boomerang Plan and continue to nurture prospects who don’t convert from your social media messaging campaigns.

Here are a few more examples of the types of warm email campaigns you can create with C365…

  • Webinar promotion
  • Product launches
  • Company updates to clients
  • Beta launch promos to your best customers or the decision-maker
  • Program announcements for clients
  • Contests
  • Surveys
  • Outbound lead-generation for prospect lists to get on the phone or on a webinar
  • Following up with prospects who don’t reply to your outreach from a LinkedIn or Facebook messaging campaign
  • Lead nurturing for prospects after an initial sales call
  • Onboarding affiliate partners
  • Media outreach
  • and, much more!

 

Best Practices with Connect 365 (Sending Limits)

Remember: With Connect 365, your email messages are being sent out through the Gmail or GSuite account you tied to our email software.

You want to keep in mind the frequency of your messaging to individuals. i.e. Don't send your prospects emails multiple times a day, over-and-over-and-over.

Also, you'll need to be aware of email sending limits within your Google Account. Warm email is powerful.

It is designed to engage your audience and get a reply. It is not a big box, cold email marketing blast tool to message 30,000 people at once.

For a rundown of Gmails sending limits, you should familiarize yourself with their help documentation here (for regular Gmail accounts) and here (for GSuite accounts).

 

What about my CRM?

If you have a list of prospects who have opted in to receive your email marketing materials (IE: let's say they've attended your webinar, downloaded your ebook, joined your newsletter, or something like that) you can definitely use Connect 365 to send warm emails from time-to-time. Here's a warm email strategy we’ve found to be an effective pattern interrupt.

Let’s look at a live case study…

  1. Export list of New Contacts Who Registered for a Webinar, but didn’t purchase.
  2. Upload list to C365, and tag as “Month, Year – Webinar – No Purchase”.
  3. Put newly tagged prospects into chosen sequence (template below).

SUBJ: Josh Turner asked me to reach out to you…

Hi {firstname},

Josh Turner and I were reviewing some of the folks that signed up for our Masterclass training webinar to see who would be the best fit for our private client program, and your company stood out to us as a great fit.

I'm curious if our private client program, where we manage your entire LinkedIn lead generation campaign, would be of value to you and your business? We've been seeing amazing results for our clients, many of them in industries similar to yours.

If you want to work hand-in-hand with us, to accelerate your results and take A LOT of the work off your plate…to get hand-selected, high value, ideal prospects delivered to you on a silver platter…just click here to check out Josh's new video, and see if it's the right fit for you. (please do not input your information on the video link for us to contact you, it is not currently in service)

http://linkedselling.com/generate-biggest-clients-ever

Let’s set up a call to discuss your business in more detail so that our team can develop a custom campaign plan that will show you exactly how we can replicate these results for your company.

Here is a link to my calendar so that you can schedule a time that works best for you at:

>>INSERT CALENDAR LINK<<

If you do not see a time that works, reply, or call me directly.

Looking forward to speaking with you soon!

Thanks,

{sales rep}

 

Why don’t other people send warm emails?

It's simple…other people don't know they can OR, more specifically, they don’t know there is an automated way to send personal warm emails in bulk!

But as a member of Connect 365, you know it’s possible!!

Now, all you need to do is TAKE ACTION and implement the right email nurture strategy to turn your cold email marketing list into WARM leads and clients.

And, since you’re a member of the Connect 365 family, we’ve included the email templates, swipe copy, and sequences that we’ve spent the last 6+ years developing and perfecting.

Now onto your first assignment…get ready to launch your new Connect365 Warm Email campaign!


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