As a professional speaker and a business owner, I quickly realized the paramount importance of learning how to craft, wrangle and execute an effective Cold Email Strategy. Because, if you don’t, you will perish. Or it may take you years longer to achieve your professional goals.

Your email strategy will not work until you answer the following questions:

Who is your ideal customer, meeting planner, economic buyer?
What do they want?
How do they feel about the pain of their problem?
What is the language they use to talk about their business?

Main objective of the cold email is to spark an interest to start a conversation with you. Last thing you want to talk about is you. Unless, it’s about how you have helped similar companies or events in the past to achieve a specific result or transformation. That’s it. Cold email is an invitation to connect in the way that best suits your prospect.
Or just get a reply in most cases!

One of the greatest advantages you have is your ability to research about the relevant things about the people you’re contacting via outbound email.
Use Google alerts, Feedly, Facebook newsfeeds, LinkedIn newsfeed.

Frequency.

This is a big one. Most people (myself included) hate to follow up. Perhaps, it’s rooted in the story that we tell ourselves. We hate to bother people! Why irritate someone, when you can just hope and pray to grow a business via a magical dose of referrals and organic growth. But follow up we must. One of the famous modern marketers, have drilled this into my head from her seminars
“Fortune is in the follow up.”

Most people follow up once or twice. That’s it. And the sequence dies. No wonder business owners are frustrated with lack of sales conversions.

It’s about pull, not push.

Proposed Frequency of Contact.
For maximum results combine email with voice mail. Make sure email and voice mail mirror each other with the same value proposition for your prospect. Last email in the sequence could be your “move on message”. Acknowledge that timing is not right and offer to follow up again in the future. Say you don’t want to be a “Pest” or “Bother” and then wait until reply or recycle the lead into the future follow up sequence.


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