According to Wikipedia, a cold email is an unsolicited email sent to a recipient with no prior interaction; it is the email version of cold calling. Cold emailing is a type of email marketing that is distinct from transactional and warm emailing.
But sending out cold email after cold email without a plan, without direction, and without heeding our data-driven counsel would be shortsighted. Fortunately, we have excellent news; cold emails are still effective, and we have the facts to back it up.
The following are seven cold email statistics to help ensure your soon-to-be new client opens and reacts to your email (positively). Oh, and you should close more transactions (what really matters).
1. Cold Email Stats: Longer emails work better
This one appears to be paradoxical. Humans, after all, have a shorter attention span than goldfish. But bear with me.
A brief email and a concise email are not always the same thing. Short emails emphasize length, with 30 or fewer words. A concise email is about the number of words and their meaning.
A concise email might be brief but must be valuable and straightforward. So it's completely fine - and preferable - to design a 150+ word email (or somewhat longer) that gives value to the prospect while remaining brief and well-crafted. The majority of data show that longer emails are much more effective at booking a meeting:
In this situation, "longer" is defined as 30-150 words. These emails must contain information that relates the prospect or their business to your offer. A longer email succeeds if every sentence is personalized, direct, and intentional.
Most cold call statistics confirm this: talking MORE on cold calls generates BETTER outcomes than other sorts of calls. The same is true with email. Cold outreach is its own beast and should be treated as such.
Spylead can help you find emails and scrape data off Linkedin, Sales Navigator, Google maps, and Google SERP. The data you get can help you write custom emails that catch your prospect's attention.
2. Cold Email Stats: Avoid Mentioning ROI
We are instructed in many cold call sales 101 training to incorporate ROI in our proposal. Provide them with some hard data to connect with.
It also makes logic. Sharing the "great results" your prospect is "certain to get" by using your solution seems right. WRONG. Using ROI jargon in cold emails reduces success rates by 15%, according to data.
This is why: There is a distinction between credibility and effectiveness, particularly when discussing ROI. Your prospects may believe the statistics (which is fine), but they may not find it compelling enough to schedule a meeting (not a good thing).
By spouting ROI metrics, you begin with the end result without providing context... without revealing the actual problem that your solution solves. Your ROI promises are isolated on an island, divorced from the prospect's reality. It's only a number. A stat. A piece of information.
To be clear, there is a time and place for providing ROI; however, it is not in a cold email.
REMEMBER: Buyers make emotional decisions and then justify them with rationality.
3. Cold Email Statistics: Use Interest Call-To-Action (CTA)
Cold email calls to action (CTA) mainly fall into three categories:
- Specific CTA: Requests a meeting on a specified day and time. "Can you chat Friday at 2 PM PT?" for example.
- Open-ended CTA: Requests a meeting but is not limited to time or date. "Do you have time later this week to connect?" for example.
- Interest CTA: Requests interest rather than a meeting. "Are you interested in learning more about X?" for example.
They all have their time and place, but there is a clear winner regarding cold emails: The Interest CTA is the most effective cold email call to action. You see, when you ask for interest, you are selling the conversation rather than the meeting.
When you concentrate on the meeting, you are essentially requesting the prospects' time, which is a limited resource. And the buyers you're trying to reach out to via cold email know all about time, which they wish they had more of!
Why would someone (who you don't know) give you their time? Interest is not a finite resource; It does not constitute a resource. Interest is simply interest.
As salespeople, we are better suited to appealing to a buyer's curiosity rather than demanding a limited resource like time right away. Get your interest secured, then move on.
4. Cold Email Statistics: Do not ask for “thoughts”
When you ask for "thoughts," you THINK you're engaged and conversational, but it's a horrible approach. You may also THINK you will receive a positive response, but you may not.
In a cold email, asking for a buyer's "thoughts" appears to be the prudent strategy. Unfortunately, it is a "sneaky" technique for getting a response.
In general, soliciting someone's opinion can be effective since it appeals to the human desire to be heard. However, when used to elicit a response from a prospect in a cold email, asking for "thoughts" is just a gimmick.
While incorporating this term may enhance response rates, it significantly reduces your chances of scheduling a meeting by 20%: Believe the data (the reality).
5. Cold Email Stats: Guilt Buying is bad for business
Sending cold emails that make clients feel guilty has become commonplace in email marketing. We have all done it, but to be honest, it does not do or get you the desired results.
In cold email outreach follow-up emails, we've used lines like "I never heard back." While this language increases response rates, it reduces meeting bookings by 14%.
And, let's face it, the aim of a cold email is to set up a meeting. Replies may make you feel good, but they don't (necessarily) drive deals through the pipeline. When you write, "I never heard back from you," you elicit one of two emotional responses from the customer (spoiler alert: neither is positive):
- GUILT: Oh, no. That's not something you want to instill in anyone, let alone a potential buyer! Sure, you're annoyed. You've spent some time and effort conducting your research, sending an email, calling, and connecting with them on LinkedIn, and nothing has happened. Buyers don't give a damn! Don't make them feel bad.
- CONFIRMATION: They were never interested in you. They had decided not to respond. "I never heard back from you" simply proves everything. It may elicit a "No, thanks," but it is unlikely to result in a meeting.
Instead, try the next step.
6. Cold Email Statistics: Be Nice and Kind
Be courteous. Be kind. We support both. But it's rather shuddering to see "Hope all is okay" in a cold email.
However, guess what? IT DOES WORK. The phrase "Hope everything is okay" is linked to a 24% rise in meeting bookings!
Do you wish to improve your "hope everything is well" messaging? Personalize it to make it less generic.
"Hey Sue, how are you?" I hope everything is going well with your major rebranding project. I'm sure you had a hectic few months!'
Including this bit demonstrates that you are paying attention and aids in the development of trust. It also demonstrates that you are not sending an automated email blast response.
7. Cold Email Stats: DON’T REFERENCE YOUR CALL
The typical cold email outreach sequence goes as follows: first call, first email, second email, second call.
We've been taught to include phrases like "I just left you a voicemail" or "I just tried to reach you" in our second email. That appears to be your first email's most natural and reasonable start. It serves as a link (you have heard my voice before).
However, (once again), the data does not lie. Mentioning your call or the fact that you left a message does not result in more meetings being scheduled. That sentence does nothing to sway the scales in your favor. Absolutely not.
Buyers, it turns out, don't care how much effort you've put in. They are concerned with themselves (just like you do). To be honest, we all do.
Stop telling them what you've done and how hard you work to get to them. Instead, concentrate on the value - why should they pick up the phone or attend your meeting? Always bring value, and you'll get a positive response.
Effective and profitable communication skills are an essential asset for an email marketer. However, if you cannot grasp the art of appropriate client-customer communication, this article will provide you with the necessary suggestions and statistics.
If you stick to these methods, you will earn more sales with cold emails than you have ever done or experienced.