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The Golden Rules For Emailing Cold Leads

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Cold emailing can be tricky as it can have a negative impact on the deliverability of future emails. A few years ago I hired two sales people. One of them decided to blast a few hundred people with cold emails. The result? Any email going from our company email to any other provider ended up in the spam folder. It took a few months to get the credibility of our email repaired to the point where I could stop telling people “I sent you an email please check your spam folder”.

After this, I set out on a mission to research the golden rules of cold emailing and here is what I found…

Before you send any emails, follow this LinkedIn process of “warming” a cold lead so that the percentage of recipients who open your email, is higher.

After you have followed my LinkedIn Warm Up Process here is what you should include in the first email you send:

  1. Keep it shorter than 5 sentences
  2. Do not include any attachments.
  3. Do not include any links (except for a scheduling link) or images (except for the logo in your signature). 
  4. If they’re over the age of 50 Include a simple call to action “would you be available for a call next Tuesday at 10 am, Wednesday at 3pm or Thursday at 1pm?” Choosing different times each day shows that you’re putting in the effort to speak with them, instead of just sending them a link. 
  5. If they’re under the age of 50, they’ll find this obnoxious and wonder why you didn’t just send them a link to your scheduler

In the second email: 

  1. Once they’ve responded to your email you may feel free to include attachments, links and images because you should be past the spam filters. 
  2. Feel free to use your logo in your signature.
  3. If they did not complete the call to action in the first email, ask them politely if they could do so today. 
  4. When trying to get someone to complete a task use the word “today” instead of “now”. 
  5. Again, keep it short.


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