3 Cold Emails We Liked and Why

November 18, 2019 Sam Laber

Writing a cold email is a daunting task: You're reaching out to a person you don't know, sometimes unsolicited, in hopes they'll agree to a call or a product demo. But with a little research, solid writing skills and the right tools at your disposal, you can be confident that you gave it your best shot.

Over the years, the Datanyze crew has received a number of cold emails ranging from ‘"Wow, that is truly awful" to "This is pretty intriguing, I think I'll respond." Below you’ll find three good examples of the latter approach, as well as our advice about what made these messages successful.

 

Email 1: Research + Context = Meeting

Why it worked

  • Well-researched — the rep knew that this person just joined the team, where the person went to school, and what previous conversations had taken place.
  • Personable — the rep made an effort to connect with this person based on a mutual life experience (living in a particular town).
  • Persistent — the rep stayed in touch with us over the course of six months, and made a note to reach back out when the timing was right (note: the timing was right).
  • Complimentary — the rep threw in a nice little compliment of our product, which always makes us smile :).

How it could be improved

  • Length — the email could have been shorter. This one doesn’t pass the smart phone test of how much a reader has to scroll.
  • Yes-or-no question — always end with an open-ended question. In this case, “Do you have a few minutes for a quick, exploratory call next week?” could be reworked to say, “When is a good time next week for a quick, exploratory call?”.

Email 2: Consultative Approach Highlights Benefits

Why it worked

  • Facilitates dialog — the rep asked several pointed questions in hopes of sparking a conversation about the product.
  • Asks for correct contact — in this case, the rep is not sure if this person is the right contact for an introductory conversation. If you’re not sure, be sure to ask!
  • Clear benefits — by mentioning recognizable terms such as "acquisition," "engagement," and "ROI attribution," this rep makes it clear what the product helps address.

How it could be improved

  • Relevant customers — simply mentioning that Datanyze looks “similar to many of the clients we work with” doesn’t inspire too much confidence that we’re in the seller's target market.
  • Research — it doesn’t appear that this rep put a lot of effort into getting to know our business objectives.

Email 3: Humor Makes You Likable

Why it worked

  • Humor — the small joke about prospecting to a prospecting company helps humanize this rep and suggests that he’s done a bit of research on our product.
  • Examples — the rep quickly establishes credibility by mentioning the work with other high-growth SaaS companies.
  • Simple explanation — In the second paragraph, the rep quickly gets to the core of what the company does and some of the different assets it helps produce.

How it could be improved

  • Length — again, length is a concern here, but since the rep established credibility early on, we were more prone to keep reading.
  • Links — including links in a cold email can oftentimes trigger spam filters. In this case, it didn’t, but it’s worth removing to ensure the highest possible delivery rate.

Conclusion

The tips we identified above are subtle, but they all work well in establishing credibility, making the seller likable, and presenting the product as a useful tool.

What cold email tactics do you use well? Let us know in the comments below.

Featured Image Source: Desk Laptop Computer Notebook Office Technology by stokpic CC0 Pixabay

About the Author

Sam Laber

Sam is the director of marketing at Datanyze. He's a big John Hughes fan who occasionally fills the DZ office with the sweet sweet sounds of 90s rock giant, Creed.

Follow on Twitter More Content by Sam Laber
Previous Article
The Sales Development Organization of 2018 and Beyond
The Sales Development Organization of 2018 and Beyond

The seismic changes in the Sales Development landscape over the past few years have been nothing short of p...

Next Video
How to Outbound Prospect Like a Datanyze Power User
How to Outbound Prospect Like a Datanyze Power User

Installing the Datanyze Chrome Extension is just the first step to becoming phenomenal at outbound prospect...