3 Reasons Your Sales Team Should Be Using Cold Email For Prospecting

Cold outreach has a bad reputation. To many, the phrase is synonymous with spam and mass production. However, when done correctly, cold email has many advantages. It’s easy to segment, automate, and scale, plus delivers a high ROI.

As the preferred communication method for business professionals, when it comes to prospecting, your sales team should be utilizing cold email. Here’s why:

1. Cold Email Helps Know Your Audience On A Personal Level 

Like most sales tactics, the success of a cold email campaign comes down to whether or not you can create a connection with your prospect. The better you know your audience and can customize your solution to meet their specific pain points, the more likely they are to convert. Unlike cold calling, you are unable to collect verbal feedback and modify your approach in real-time, however, the data offered by most email senders allows you to identify which approach is the strongest and apply it at scale.

Usually, this means getting personal. You’re reaching out to this person for a specific reason, and by telling them why, you’re increasing the chances of getting a response. Did one of their recent articles change the way you conduct business? Let them know. People are more inclined to assist when they feel they are uniquely qualified to. 

Cold email allows you to continuously learn about what type of language resonates with your prospects. Are they more likely to respond to a mention of their recent panel interview? Or, is the mention of your shared alma mater what leads them to click the ‘reply’ button? Track what type of personalization converts and apply it to all of your email campaigns. 

We understand that when you’re sending a high volume of emails, the thought of sending a personalized email to every contact may feel counterproductive. With Wiza Connect, you can easily personalize your emails and increase your response rate with a customized first line.

2. Save Time and Resources With Automated Lead Generation

Whether you’re bootstrapping your business or low on resources, adding a step to your workflow may be out of the question. Aside from organic traffic, email is perhaps the most cost-effective way to generate leads. Research indicates that for every $1 spent on email marketing, there is an average return of $42, making it a low-cost addition to your overall sales strategy.

If you’re in a position where you don’t have a high volume of contacts available, manually searching for email addresses can be time-consuming. Prospecting tools, such as Wiza, allow you to turn any LinkedIn Sales Navigator search into a clean list of verified emails, ready for outreach in under ten minutes. After initial set up, most email senders automate the outreach process, sending emails at a cadence set by you. 

Take it a step further by identifying your highest-performing campaign and sending it at scale. Sending a high volume of emails regularly also improves your sender reputation and allows you and your team to focus on building other areas of your business.

3. Email Campaigns Can Be Easily Measured and Optimized

Cold calling relies on real-time verbal feedback to measure success, whereas email senders offer a large quantity of data that you can leverage to optimize campaigns, improve response rates, and avoid spam filters.

Tracking metrics helps you identify what works, what doesn’t, and what you need to do to improve. While there are many metrics you can dive into, at a minimum we suggest keeping a constant eye on your delivery rate, open rate, and click-through rate (CTR).

• Delivery Rate determines the strength of your email list. If you have a high delivery rate, you are successfully reaching your audience, whereas if your rate is low, you may need to check that the email addresses on your list are valid. Verification tools ensure your emails are reaching your prospects’ inboxes and decrease the risk of bounced emails.
  
  
• Open Rate Once your email is delivered, it needs to be opened. A strong subject line is your best chance at getting your email read, in fact, emails with personalized subject lines increase open rates by 50%. It should also indicate what the subject can expect when they open the email, to avoid deceiving the recipient and losing their trust. In addition to the subject line, the sender name determines whether or not the email is opened. Research shows that 89% of B2B email campaigns are sent from a company name rather than a person’s. Use an A/B test to determine which is more effective with your audience.
  
  
• Click-Through Rate is arguably the most important metric, as it measures the overall success of the campaign. Segmenting your contacts into different groups and tailoring your copy has been shown to increase click-through rate by 100.95%. With LinkedIn Sales Navigator, you can easily segment prospects into custom lists based on filters such as title, location, company. Using Wiza, you can export your saved lists of verified contacts directly to your CRM of choice.
  

Try Wiza today to experience how powerful cold email is for prospecting and be sure to let us know how it goes!