Cold outreach sales emails and messages are always going to be integral to the sales process. How else can companies initiate conversations with potential clients?
Cold calls still work, to an extent. But email remains as effective as ever. Unfortunately, open and click-through rates have always been low. In the region of 17% for open rates, and 10% for click-through, according to 2021 Smart Insights data.
As a sales manager or salesperson responsible for cold outreach, there’s got to be a way to get these numbers up. If more prospects open and click-through from emails, you’ve got a better chance of getting more sales leads in the funnel, and increasing conversion rates. That’s the aim of the game.
The good news is, there’s a lot of data on email open, click-through, and conversion rates. There’s also numerous tools you can use to improve email effectiveness, responses rates, tracking, monitoring, and optimizing.
This article is designed to help salespeople increase conversion rates. We look at how outbound B2B sales teams can increase email conversion rates.
So, let’s get started on 10 ways to improve open and click-through response rates.
10 ways to increase cold email open and click-through rates
#1: Craft the subject line carefully
Think about how many emails you get everyday. Including cold sales emails. Now think about how many emails your prospects receive. For those pursing big prospects, the higher-up the corporate ladder you go, the more emails they’re going to get.
Which means it’s more important than ever that every word in an email subject line stands out. Gets noticed.
Here are a few ways you can do this:
- Keep the character count under 60: Most desktop emails, such as Gmail (and Google Workspace, formerly G Suite) only show the first 60 characters.
- Use emojis, whenever they seem applicable: As only 6.9% of email subjects use emojis, it’s one way to stand out. Providing an emoji would fit well with your audience and brand values.
- Personalize the subject line. Include the prospects name, or company name, giving you a better chance of having that email opened and read.
#2: Personalize the content
Personalized content takes a little longer to write. However, including the prospects name, company name, and any other personal details is worth the effort. Alongside those essential details, include details of similar companies you’ve worked with. Here’s an example of how this could look:
I am getting in contact from [your company name]. We are a [more about your services/products] provider. We work with companies such as [name 3, hopefully they should know], who were all facing similar challenges. [More information, followed by a clear Call-to-Action]
#3: Use videos and images
When sending cold outreach emails, shorter lines and passages of text are more effective. You only get a few short minutes to get a prospects attention.
So, if you want to get and keep that attention, use visuals.
According to CIENCE, a B2B sales outreach specialist, emails with videos and graphics get higher open and click-through rates. Open rates are 21.44% and click-through rates are 2.68%, compared to 15.02% and 1.56% without graphics, respectively.
#4: Do your homework
Doing homework on prospects is so important. Know your audience. Research the company before sending cold outreach emails. Have a clear idea on the following, and use this information in the email (and on sales calls):
- Company name, size, sector;
- Name and job title of the sales lead;
- Clients they work with;
- Any awards and positive press they’ve won.
#5: Reference similar clients/case studies
A key part of cold outreach emails is to reference similar clients and case studies. Show you’ve solved problems for companies like them. Have case studies ready. Link to them in the email.
It’s especially useful if these are businesses a prospect is going to know. Familiarity creates trust when emails come in out of the cold.
#6: Optimize emails for mobile
It’s taken a while, but finally in 2021 mobile became the most popular platform for email. Chances are, your sales leads are reading cold emails on a mobile. Here’s a few ways to optimize sales emails for mobile:
- Keep them short and sweet
- Send test emails, and check them on multiple mobile devices
- Check the subject line: Mobile subjects are usually in the 25-30 range, so keep the subject short
- Ensure links and Calls-to-Action (CTAs), especially phone numbers are clickable (and work)
#7: Track and monitor success/failure rates
There’s a wide range of software you can use to track emails, see how many times they’ve been opened, and monitor click-through rates. With Mailshake, for example, companies can send personalized cold emails at scale and track open, click-through, and other important metrics.
#8: Have a clear Call-to-Action
Everything in a sales email is designed to drive action. Encourage a prospect to reply, buy, and call. Make the call-to-action (CTA) as clear as possible. Phrases should be action-orientated, such as:
“Contact us Today”
“Find out More”
#9: Make it easy for prospects to take action
Links in emails should be clickable. So should phone numbers, on every device. When salespeople have accessible online calendars, put links to those in emails. And the same goes if you are offering sales leads the opportunity for instant demos. Make sure to include that call-to-action (CTA) in outbound sales emails.
#10: Send multiple emails (drip email campaign)
Don’t stop at only one email.
Send multiple outreach emails. Known as a drip email campaign.
Use automated software, such as Mailshake to setup and run an automated drip email outreach campaign. For prospects that are interested but not ready to go-ahead, automated emails are the ideal way to keep awareness in the inbox, and keep them engaged.
Outbound emails are an essential component out sales campaigns. Maximizing the ROI from them means ensuring the open and click-through rates are as high as possible. Getting and keeping the attention of potential prospects is the most effective way to drive sales leads into the pipeline.
With the 10 approaches outlined in this article, combined with an instant demo and screen sharing solution, such as CrankWheel, there are ways to increase open, click-through, and conversion rates from cold email outreach campaigns.
- Craft the subject line carefully
- Personalize the content
- Use videos and images
- Do your homework
- Reference similar clients/case studies
- Optimize emails for mobile
- Track and monitor success/failure rates
- Have a clear Call-to-Action
- Make it easy for prospects to take action
- Send multiple emails (drip email campaign)