Maximize Your ABM Strategy with Cold Emails That SHOW, Instead of Tell
by Soufiane Zedira
Account-based marketing (ABM) is a strategy that will increase your sales and marketing returns. Cold emails in your ABM strategy might as well go unanswered if you don’t figure out what the prospect is looking for.
Let’s take a closer look into what ABM strategy cold emails are supposed to represent and the best approach to win over prospects.
Use Compelling Subject Lines
Approximately 50% of all email recipients will open their emails solely based on the subject line used. Thus a subject line employed correctly is worth its weight in gold. They are essentially the backbone of your cold emails. If you can capture the attention of your recipient here, then you’ve opened their minds through the possibility of prospecting with your firms.
Subject lines are your first, or last chance to make a lasting impression; they are your “click-winner.” So, you don’t want it to fail in its objective to capture the attention of respondents. As much as you want to stand out in the eyes of your prospect, don’t be too spammy. There is a thin line between capturing one’s attention and spamming their inbox. You can easily be reported as spam just because of your subject line.
Personalize! Personalize! Personalize!
To stand out, you have to personalize your email. You need to prioritize this trait because generic emails are nothing but a turnoff. Get into the nitty-gritty of why you want them as prospects. Show them that you are knowledgeable about their company and what they offer. Explain why you are sending a cold email and why you would be the perfect fit for their company, and by all means, do not be generic. Weet will enable you to send personalized emails all you have to do is include your recipients email address. They will get notifications of your reactions to their needs and this will enable you to collaborate better with your prospects.
Drop subtle evidence showing that you know what they do as a company, and how you admire and desire to work with them. The trick here is to go above and beyond the subject line if you want to bag these prospects.
Some of the key ideas you can ride on in your cold email to connect and build trust is:
- Give congratulations on an achievement they reached
- Get a mutual connection or interest and build from there.
Only Use One Paragraph
You do not want your prospect to lose interest. That would mean you’ve lost the battle. Most prospects will skim through your email, and not read through word for word. With that in mind, only create short and digestible sentences to hold the interest of your prospect, lest you lose them.
From the moment they read your greeting, if it’s chunky or wordy, you are fighting a losing battle. It becomes an instant turn-off to them, and they will not finish reading your email.
Don’t Be Afraid to Use Gifs, Emojis, and Images
When you write an email, our decisions on the keystrokes and word choice are mostly influenced by emotion. If a prospect gets even a whiff of emotion in your cold email, then you are home free. People are more likely to buy from sellers that develop an emotional connection with them. Showing your personality with a cold email is hard. There are no facial expressions, no body language, and no voice intonation. Weet enables you to exercise the power of emojis when responding to prospects. You can express your emotions using Weet by sending an email with a video. This builds an emotional connection with prospects.
The perfect combination of this mix will portray your personality effectively and convey emotion.
There is no magic in crafting cold emails for your ABM strategy. Making a genuine connection with your content is all the brass you need. Prospect values a human element in the cold email for them to connect more, failure to which you will be spammed or worse – trashed.