Customized Content That Speaks to a Real Person

Now it’s time to dive into the content of your cold email. Hopefully, the person clicked it open and now they’re looking at a few short lines of text that get straight to the point.

The email should be brief, no more than a few short paragraphs with two to three sentences each.

To start, introduce yourself and your company, including a few accolades or credentials that speak to your authority.

Next, the email needs to quickly lay out a case for why the person should be interested. To nail this part, you should try catering to the individual recipient or influencer by mentioning a few of their credentials and speaking to their specific expertise.

You can use this as an example.

We’d love to have you participate in our marketing survey because:

You’re a marketing professional with the experience to prove it This will ultimately help you achieve your own professional goals Aspiring marketing professionals really care about what you have to say.

Try to reel them in by appealing to their own wants and desires without promising something you can’t deliver. So, don’t tell them they might win a free boat.

Write Like a Human for Humans

This one should be a no-brainer, but it’s amazing how many cold emails sound like they were written by an automated toilet plunger.

Take a look at these two example cold emails. Now, which one was written by a human and which one was written by that robotic housekeeper from “The Jetsons”?

When you’re writing, use words as if you were striking up a conversation in a bar. You still need to be professional but use language that appeals to a human being.

Cold emailing isn’t an exact science, but you really need to choose your words carefully. There’s only so much space on the screen and you’ll their attention after just 8 seconds, as reported by Time Magazine.

So, cut out the fluff and put in the extra work to customize all your cold emails down to the last sentence. If you don’t have the time to create dozens of compelling, personalized emails, working with a professional outreach company might be your best bet.