How To Write an Optimized Cold Email Copy
The message body is the core of any email you send out. It’s the core aspect of email that any recipient cares about, since otherwise what’s the point of email without it. For cold email outreach, the message contained within your outgoing emails are what your recipients are going to judge you by. Your message acts as an elevator pitch when you are reaching out to previously uncontacted people who you hope to convert into clients or customers of your service.
It is incredibly important for all people engaging in email marketing to take the time to optimize and perfect your email copy, since this is the determining factor after deliverability that can make or break an email campaign.
In this article, I will be breaking down exactly what you should be taking into consideration when you are writing out your email copy for an outreach campaign. While it seems like a straightforward process to craft an email for an outreach campaign, there are certain variables and approaches that are more effective for yielding results when sending emails out to uncontacted recipients than what you would normally consider for a standard email.
Let's explore these topics together:
Defining A Clear Purpose For Your Email Copy
When you send an email out to a recipient, there should always be a clear purpose and reason for the engagement. Otherwise, what is the purpose of sending an email out to this contact to begin with? Whether you are trying to build up audience awareness of your product or convert potential contacts into paying customers, you always want to write your email copies in a way that makes it crystal clear on what you are trying to accomplish with this email.
If you are filling your outreach emails with marketing jargon or making big promises, recipients may pick up on that and classify your email as weird or sketchy. To avoid this, it’s good to draft your email copies with the idea that the recipient will:
Not be aware of your company
Not be aware of your product or offering
Not be aware of who you are (Or your email persona)
So, be sure to clearly define who you are, what your company is, what you are offering them or proposing, and why they should consider replying back to you to proceed with this engagement further. It will go a long way for speeding up the process of converting interested recipients into active users or clients.
Defining A Clear Call To Action For Your Email Copy
While you need to be absolutely clear cut with the purpose and intent of any type of email copy you are going to be utilizing for an outreach campaign, you will also need to be this clear and defined in regards to what you want recipients to do after receiving and reading your email. You can craft the best marketing email in the world, but if there isn’t any path forward for a recipient to follow when they are positive and receptive towards your outreach, this engagement will not go anywhere nor evolve into a conversation or potential conversion.
This is why you need to be as clear as possible when you are wrapping up your email copy and giving the recipient clear directions on what to do if they want to proceed further with your offer. For a majority of industries that perform cold email outreach, this call to action is typically to respond back to the email they received to either setup a time to chat further about the opportunity over the phone, ask further questions about the opportunity, or reply back to confirm with the sender that they would like to proceed further with this opportunity.
While this type of call to action is specific to most email marketers, if you are simply trying to send out weekly newsletter emails or send out an announcement update on a new product or expansion your business is engaging in, you still want to close out your email with some type of direct action for recipients to follow if they were positive regarding this email and want to proceed further with whatever the opportunity is.
For these types of emails it can be as simple as including “For more information please visit our website”, as long as you are closing out your emails with any type of further action for the recipient to follow after they are done with your email will help your outreach be much more effective.
Short, Simple, & Straight To The Point For Your Email Copy
People get a lot of emails, every single day. Based upon Statista’s latest metrics report on worldwide email volume, people receive on average 121 emails per day, per email address. While obviously this does sound a bit inflated, it gives a good indication that the average recipient of a cold email can potentially have received 100 or more emails within the same 24 hour period you sent out your own email to them.
For this reason, you want to keep your entire email message as brief as you can make it, because the shorter an email is the more likely it is for a recipient to read through it fully and not give up after the first paragraph and move onto the next email in their inbox. Nobody wants to waste their time reading through an email only to find out it’s either not of interest to them or not a fit for their current needs or situation, so it’s important to try and let recipients know everything they need to know as soon as possible.
There are some details you should keep in mind when trying to condense and reduce the length of an email message. Primarily you should keep in mind:
If your email message can be brought up and read without effort on a mobile device (phones, tablets, etc).
If your email can be fully viewed and read without scrolling on a standard computer monitor.
If the Subject Line can be fully read and viewed within an inbox and a mobile device (Never exceed 80 characters for your Subject line for this reason).
These details seem kind of silly to worry about when crafting an email, but these types of small details make a difference since a recipient is much more likely to read through an entire email if they can clearly see that it is short, and can view all the information directly in front of them without scrolling through it.
As a note for mobile devices, as technology progresses and more and more professionals are utilizing these smart devices to check emails over utilizing a laptop or desktop, you will want to keep in mind how email messages are loaded on these devices, since they utilize a vertical display and this is the standard way most people utilize a phone. Because of this, it makes it harder to condense emails in such a way that they fully show up on a display without scrolling so you really want to make sure your email message is short and straight to the point.
Avoiding Negative Keywords For Your Email Copy
Negative keywords are any type of words that can potentially set off a spam filter. Negative keywords originate from the language that spammers have utilized in the past in order to perform spamming techniques, phishing attempts, or any other type of malicious behavior via email.
You absolutely want to avoid the use of any type of negative keywords in your emails, but how do you know which words are good to utilize in email and which are negative keywords?
Warmup Inbox has an extensive list of negative keywords we know will trigger spam filters and may lead to higher spam rates than otherwise, so I would suggest checking against our list, as well as any other master negative keyword list online to double check when drafting up an email copy to utilize for an outreach campaign.
Spam filters are constantly being adjusted to look out for new types of language that spammers are utilizing to try and scam people online, so it’s good to double check email copies if you start to see any spam issues arise from a campaign.
Writing the content of a cold email campaign can be a difficult process when you take into consideration how recipients are reading and viewing your emails. While you want to include all the information necessary to win over a recipient to your product or service, it’s a more effective strategy to send out condensed and precise emails during a cold email campaign and try to get recipients on board to hear more of your offerings. It may take some trial and error to create a solid email copy for your business, but this effort can help make or break a potential sale and convert more recipients over to your product.