Don’t do it. Don’t sign up to cold email campaigns. I’ve been in digital marketing longer than a giraffe’s neck and I’ve not seen it have any success. There may be those out there that have had great success but I’ve not seen it.
AI Strategy Consultant
I had this job title on a cold email this week. No, you are not. People buy from people, a truism and one that begs for people to be honest. I don’t care for f**kwits with pretentious job titles.
You realise I am writing this due to email overload? You’re the same, eh? Well, what I’m writing now is aimed at allowing you to instantly delete, without question or guilt the stupidity of those who buy lists of supposed double opted in potential leads for the lazy sodding marketers and get rich now crews.
Let’s go through why it doesn’t work and offer something different.
Why Cold Email is Dead Email?
Poor Personalisation – really? Yes. Don’t address me by email address or anything starting ‘valued’ or using a bot to extract a line from my LinkedIn profile.
Banal Content: ‘You’ve been selected…’ ‘we value’ ‘exclusive to you’
Opening with a pitch: I don’t care because I don’t know you and I don’t have a need for an AI automated donkey cleaner.
Subject Lines: Developed by Janet & John and tweaked by some guru enjoying your money while he buys sickly cocktails in Dubai. ‘You’ve got places to go Jim’ I have. Now f**k off.
Not verified and honey pots.
Domains have to be verified by the email platform. Some use rouge servers and get banned. Honey pot addresses are email addresses know to never have signed up to any list. Scrap one of these and you will get banned by your Internet Service Provider (ISP).
Factors to Flag for Email Sends
It is about personalisation and that doesn’t mean using a merge field to put in a first name. If the person has signed up for information, give it to them. If they’ve bought something and you want them to buy again give them a reason. Personalisation in email IS about delivering a message at the right time for the right reason.
Keep the copy short and to the point. Try whimsical stuff, sorry to disturb but I need your money… if you have some. Make opting out easy. Your email provider is charging you by the send so don’t waste your pennies.
There are some very advanced email platforms out there like Klavyio (more a marketing automation platform) which are worth the money or Mailchimp does a lot at no or little cost for small business.
Final Thoughts
First, look into using WhatsApp and platforms that offer the Rich Communication Service (RCS). Look it up and get your customers onto text (SMS).
Print? Sending real letters to people? Certainly, if it is a super focused audience (I’m talking up to 25 letters) that you can personalise. I once sent 25 letters (with a handwritten message to agencies I wanted to collaborate with) in a gold envelope and made 11 meetings (that’s a 44% response rate).
Chat with me if you want to know how to use email.
About Conversion Detectives
Conversion Detectives is a full-service digital marketing agency in Hertfordshire.
We find the best quality traffic for your website and convert more of that traffic into sales or sales leads.
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