“Cold calling”. When was the last time you heard that? Back in the bad old days, it was frustratingly common to have your dinner interrupted by a phone call from a random salesperson.

Thankfully, the modern equivalent is far less disruptive. “Cold call” emails, or unsolicited emails, are a B2B marketer’s secret weapon – if you approach it the right way.

Don’t Pitch

What’s one of the worst mistakes you can make with a cold call email? Coming off as presumptuous and pushy.

The first interaction with your potential customer shouldn’t be a sales pitch. Imagine someone knocking on your door and launching into a sales pitch for this nifty new vacuum, before you’ve even said a word. That’s not cool.

Besides being uncool, it’s also ineffective. Most professionals receive a fair volume of emails every day – why should they take the time to read one from someone they don’t know?

The trick to successful cold-call emails is to make the reader want to read more, every step of the way. That’s how you get responses! So open up with a question – preferably one that demonstrates your knowledge of one of their key pain points (which your product conveniently alleviates, of course).

Start a conversation in their mind. You want their response to your first couple sentences to be along the lines of “Hey, yeah, that’s absolutely right!”

Identify the Problem

The best way to motivate someone to take action is to make it crystal clear how they, personally, will benefit from it.

In many cases in the B2B world, that’s simple: help them solve a problem or clear a hurdle they have at work. Once you’ve presented the problem and brought it to the forefront of their mind, you can then gently explain how your product solves it.

Don’t dive into the nuts and bolts, that’s not what a cold email is for. The whole idea is to plant the thought that using your product will improve their professional life somehow. This is where it’s critical to know your audience, and write content that clearly highlights a key problem they face.

Solve Their Problem

Once you’ve presented them with their problem, hand them the solution. Don’t approach your cold-call emails like you’re selling something – you’re offering them a solution to a problem they’ve been struggling with. You’re genuinely in it for them and their success; when that comes across clearly, people will jump.

Clear Next Steps

Okay – your email content identifies, and presents a solution for, a key problem for your reader. They are now aware that your offer is just what they need to finally hit that goal. What next?

Don’t leave them hanging. Present a clear call-to-action that leads them to a landing page. On that landing page, make sure you present any additional valuable information, key differentiators, social proof and anything else you’ve got up your sleeve to showcase your awesome product.

That landing page’s goal should be to encourage those who’ve clicked your campaign to fill out a form and convert, so you can add them to your nurturing funnel and coax them closer to a closed deal.

Cold Call Emails and Lead Generation Software

Cold call emails are the perfect way to drum up new business. But to make the most of cold contacts and purchased email lists, you need a one-of-a-kind Email Lead Generation software.

That’s because traditional email platforms simply aren’t equipped to handle the massive volume of email that cold campaigns demand. It presents numerous technical hurdles that make it challenging, if not impossible, to hit inboxes at all – unless you’re using software designed specifically for that purpose.