5 Ways To Set More Sales Meetings Through Cold Email Outreach

5 Ways To Set More Sales Meetings Through Cold Email Outreach

Cold email outreach is an extremely versatile approach for growing your audience no matter what your reasoning is. Sending out information on a new product or service, approaching potential customers, or even just connecting with potential prospects about an opportunity are all extremely effective uses of cold email, but at the end of the day what many businesses want is a more concrete way of connecting with potential clients and customers to discuss things further. The effective approach for doing this through cold emailing is to directly ask those you are reaching out to about setting up a call or in person meeting to discuss things in a more personal fashion.

Now i know what you are thinking, sending an email out to someone you have never met or have had any contact with for a meeting may feel like you are being too forward but believe it or not this is an extremely common approach in the B2B world. We are all very busy people  with demanding jobs and a packed schedule, so you are doing a favor to yourself along with the recipient by just cutting straight to the chase.

But how do you persuade someone enough to engage back with you in a positive manner when making a first engagement with them? For many this is a challenge to get right, as it can be extremely hard to sway someone enough in a short email to take time out of their schedule to hear what you have to say. Thankfully, there are some steps you can take to increase your chances at success when attempting to set sales meeting for yourself or others. In the blog article we’ll be going over 5 things to think about when crafting your campaign for this purpose. Let's dive in.

1: Be More Personal

Add personality to your campaign.

Nobody wants to feel like they are receiving spam mail in their primary inbox or being subjected to an automated system. That is why it is so important to put effort and the proper research into your Adding personality to your outreach efforts can go a long way, especially when it comes to having your target contacts respond positively to it. One of the more effective ways of personalizing your email templates is to utilize additional information you have of your target audience and include it within your templates. Many email campaign services such as Mailshake or Mailchimp will allow you to set custom input fields where you can plug in additional information such as their position, company, or any other additional information you may have that is relevant to the reason why you are reaching out to them. Doing this will take away the feeling that they are just a name on a list and show that you are reaching out to them with purpose.

2: Rework Your Call To Action

Lead them in the direction you want them.

Having a strong and encouraging call to action in your initial email is one of the most critical aspects of having a successful cold email campaign. When reaching out to a new contact you never had an interaction with, you want to establish a clear path forward if they read your email and want to continue forward with the engagement. Whether you want them to click a link or reach back out to you to find a time to meet or schedule a call, you need your call to action to be clear and direct.

Reworking a call to action that you previously had used before in a campaign to little success can be a challenge, especially when you feel you nailed it. The best way that I have found to improve upon or create an entirely new call to action for a campaign is to simply step back, and try to put yourself in the shoes of your target audience, such as how you would want to proceed if you got a random email that you wanted to find out more about. In many cases, this can be as simple as condensing the pitch/message of your email and directly asking if they would want to find out more. Some basic examples of this would be as follows.

Bottom line, we are confident that we can save you {x} money by utilizing our services. Do you have any available time within the next couple of days to discuss this further?

This type of call to action is effective because it cuts straight to the point. More than likely the people you are contacted have received these types of cold emails in the past, so condensing your point and asking them directly how they want to proceed eliminates any possibility of someone misinterpreting your pitch. When reworking your own call to action, try to imagine that the other person has no idea who you are, what your company does, and what you are offering. Then try to explain everything in the most condensed form possible that anyone with your target audience would understand.

3: Keep it short and relevant

Keep it short and simple like a letter.

A reason that some email campaigns fail to achieve the desired results is simply because their email template was too long, too vague, or not focused enough for the target audience to engage with. An email template for any industry should take less than a minute to read if you are sending it out for a cold email outreach campaign for this very reason. It helps to write these templates as if they are your elevator pitch for your company/services, except with a bit more flexibility on how you structure it.

The basic template to follow for restructuring an email for the purpose of setting meetings should go along the lines of this

  1. Introduce yourself
  2. Introduce your company
  3. Pitch your reason for reaching out to them.
  4. Call to action

Obviously there is wiggle room within this structure, but this is a good approach to keep an email short and to the point.

4: Ensure You Are Targeting The Right People

Try to hit a bullseye with your outreach efforts.

A cold email campaign can only be as successful as the list you are utilizing to carry it out. Another big reason why a campaign might fail is simply because they missed their target audience or utilized a bad or inaccurate list. Making sure that you are targeting the right type of contacts is critical for success, so it never hurts to take a step back and attempt to reevaluate what types of contacts and businesses would be the most effective to target for your services.

Typically if you are getting a list from a lead generation service or platform (Such as us), changing up your target can be easy as swapping out search terms for new ones. Most likely, you will have a good idea of the ideal target for your services but sometimes it is worth playing around with new targets to see what sticks or not. Another route you can take to solidify your target audience is to simply look at where past sales came from and see if you can either solidify a common pattern with the types of contacts that your company has worked with. However you choose to go about it, ensuring that your focus is on target for your cold email outreach campaign is an effective way at boosting your engagement rates.

5: Give The Recipient Times To Work With

Having times to work with make scheduling followups much more simple.

When you are reaching out to potential customers, having time slots or a way for the recipient to quickly check to see if your schedule fits in with theirs is an easy and effective way to boost engagement. This pairs up with having a strong call to action, as it encourages your recipients to quickly and easily get something on the calendar without having to go back and forth trying to find a time that works. This can be done as simply as ending your message like this.

To save time for the both of us, here are times that I am available if you wish to learn more about our services.

Monday X/X from 10:00am - 2:00pm ET
Tuesday X/X from 11:00am - 1:00pm ET
Wednesday X/X from 1:00pm - 4:00pm ET

One thing to note is that if you choose to do this, be sure to include the time zone for these times to avoid any confusion or mistakenly scheduling a call or meeting at the wrong time.

Another even easier way to save time scheduling your calls when performing a cold email campaign is to include a link to a scheduling tool to automate the process even more. Tools such as Calendly or Meetfox allow you to simply include a link to schedule something on your calendar and automatically add it to each of your calendars. This allows you to streamline the process of scheduling interested recipients and can lead to having more positive engagement due to ease of use.

Conclusion

Setting sales meetings through cold email outreach can be challenging. Especially when you are still trying to work out why past campaigns failed to meet expectations. Thankfully, it is not impossible to rework your campaign and attempt to improve various aspects of the process in order to boost your positive engagement. By nailing your call to action, keeping your email short and to the point, and encouraging recipients to either click through your message or schedule something to learn more about your product, you can expect to see more successful results from your efforts.

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