How Cold Door Email Marketing Can Grow Your Business

“Cold-door” contacts are a classic of customer acquisition, but thanks to email marketing, they are easier, faster, and more effective than ever.

In the past, growing your business meant a large number of calls (or even door-to-door visits) to introduce your product or service to potential customers, with a very low success rate. In the end, it’s a huge investment of time and resources to get limited results.

Luckily, today you can take advantage of this technique without most of the drawbacks. Let’s see what the keys to cold email marketing are.

The basics of email marketing

1# Find your potential customers

The main success factor of cold-door emails is sending them to the right people. So the first step to making your campaign successful is to ask yourself who you want to target. These questions can help you target your targeting:

• Who are the main users of my product or service?
• What sectors do you work in?
• Who makes purchasing decisions in the company? (In the case of B2B brands).
• What kind of people might be interested in my brand, but don’t know yet?

2# Define your sales strategy

Since we’re talking about a first email contact, we’re in the early stages of the conversion funnel. Therefore, we are looking to attract the customer’s attention for the first time, and we only have a couple of seconds to achieve it.

To know the budget and size of your campaigns, you need to consider customer lifetime value. In general, the higher it is, the more you’ll need to personalize your email marketing.

In general, a good rule of thumb for growing your business is that small businesses should focus on sending more emails, and large companies should focus on improving the quality of the emails they send.

3# Know your customer

If you don’t speak the same language as your potential customers, they’re likely to take your email behind closed doors as an unwanted intrusion. That’s why it’s absolutely essential that you know what your ideal customers look like and how they express themselves. If you still don’t have your buyer persona well defined, it’s time to start researching.

4# Pay attention to the subject line of the email

As we’ve seen before, you only have a few seconds to grab your prospect’s attention or risk losing them forever. And as you have surely already guessed, the secret to achieving it is in the subject line of the email.

Therefore, the goal is to find a phrase that makes the user unable to resist opening your email. Some foolproof tricks are to ask a question or use words like “your” or “yours” (depending on how formal your brand’s tone is).

How to compose a great email behind cold doors

Once you’ve managed to attract the recipient’s attention with the subject line, you have a little more time to convince them that your product or service interests them. But don’t get involved!

For your email marketing to give the results you expect, you have to write short, concise emails that make clear the advantages of your brand for the user. To better organize your ideas, I recommend following a three-paragraph structure:

• First paragraph: show that you have done your homework. To start your email behind cold doors, don’t just introduce yourself. Show that you’ve researched the person you’re targeting (or their company) by including personalized information. If it is a professional, you can investigate their LinkedIn profile; If it’s a company, take a look at the latest press releases they’ve published.
• Second paragraph: offer a solution. To grow your business, you’ll need to focus on what your products offer the consumer, not their technical features. Explain how you can solve your target customer’s main needs and problems, why your company adapts to what they need, and how you’ve helped other people or companies in the past.
• Third paragraph: Add a call to action. Finally, close your email behind cold doors by clearly explaining to the user what they should do next. For example, you can ask them to take a few minutes of their time for a demo or ask them which person in their company you should approach.

In conclusion, the keys to growing your business

• Segment. Targeting the right people at the right time multiplies the odds of getting a response. One of the main problems of traditional cold door marketing is the low rate of results for the resources used, but it doesn’t have to be that way anymore. Today, we have endless data about consumers that we can use to hit the target and personalize messages to the maximum. And of course, email marketing involves a much smaller investment of resources and personnel to grow your business.
• Make your cold email marketing clear and concise. Refine your message until you manage to explain your value proposition in a few paragraphs. Always focus on talking about the user and solving their problems and challenges, not on explaining why you are the best.
• Try A/B testing. Another advantage of email marketing over traditional methods is that you can control all the variables much better. That’s why my recommendation is that you try optimizing your messages through A/B testing. Create two emails that are identical in everything except the variable you want to test (e.g., one subject or another, three or four paragraphs, the color of the call-to-action button…) and send each version to half of the users. You can then check the results of both variants to see which one works best. Over time, you’ll see how growing your business with email marketing becomes easier and more effective.