Sales would be a much easier business if all of your leads were referrals. But to be successful in the real world, you sometimes have to generate your own leads. And that means reaching out with a cold sales email.

And while there is no one-size-fits-all formula for writing a cold sales email, we have identified three key elements that can make your next cold sales email a resounding success.

1. Email Subject Line

With a cold sales email, your subject line is your first and perhaps only chance to make an impression. In fact, 33 percent of recipients decide which emails to open based on subject lines alone.   Make sure your topic is clear and relevant to the recipient. Let them know you have a product or service you believe will benefit them.    Make an exclusive offer, relieve a major pain point — anything that provides obvious and immediate value. That’s how you get the open.   Here are a few other tips to keep in mind:

• Email subject lines with 30 characters or less enjoy above-average open rates.
• Subject lines that convey a sense of exclusivity or urgency can increase open rates by 22 percent.
• Personalized subject lines are 22.2 percent more likely to be opened.

Of course, with a cold sales email, you may be limited in the amount of personalization you can utilize. But use any and all data to the fullest; if all you have is a first name, use it!

2. Email Copy

If your cold sales email doesn’t get right to the value proposition, you’ll lose the reader. Always jump straight to the point and keep things as clear and concise as possible.

And don’t overwhelm the reader with huge chunks of text. Make your email easy on the eyes by using subheadings, bullets and white space to allow for skimming. Bonus points if your headings tell the story on their own.

3. Call to Action

Let the recipient know exactly what you want them to do next and make it easy for them to do it. Are you offering a free demo? Then say that! “Sign up for your free demo today!”

Being direct is half the battle. Your CTA also needs to be easy to execute. Don’t bury it in text and random links. Let it breathe and make it easy to click on, even on a mobile touch screen.

If possible, use a CTA button that’s easy to see and click. That way, your cold sales email will drive traffic directly to your landing page for conversion.

Bonus Tip

Your traditional ESP and marketing automation software aren’t equipped to safely send a cold sales email. To ensure your cold sales emails are safe and 100 percent CAN-SPAM compliant, you’ll need Email Lead Generation software.

Learn how our software can help you save money while growing your database and converting cold contacts into warm B2B leads — risk-free.