Online Marketing

Cold Email: How We Use It To Get Clients In 2020 [Step-By-Step Tutorial]

So in this article, I’m going to show you step by step, how we use cold emails to get clients and grow our business hey, what’s up its Sean Anthony and if you were an entrepreneur looking to level up your business, your skills and your income make sure You head below right now hit that subscribe button and I post articles just like this: every Tuesday and Thursday.

So in this article, you’re going to learn how we use cold emails to get clients and grow our business by pretty much spending zero dollars and zero risk right. So the way that cold emailing works, the sales process is step number one. We create an ideal client profile right. We need to answer the question: who are we targeting? Who are we reaching out to right? We need to know the exact industry, the decision maker that were reaching out to how bigger these companies.

This is going to give us a real, clear picture and allow us to create a message that converts right. So that’s step number one is to create an ideal client profile step. Number two: is we need to create a list of prospects who fit that ideal and profile? So, let’s just say that we’re targeting home remodeling companies with 10 to 20 employees who are in California or who are in Washington or something right.

We need to know exactly who we’re targeting and once. We know that we can create a list of prospects who fit that criteria right. So that’s that number two is to create a list of prospects who fit that ICP step. Number three is to create a messaging sequence: a cold email, messaging sequence designed to generate appointments right. So we have. We usually have three to four messages that go out, so we have the main message that goes out, and then we have three two to three follow-up cycle after that right now.

The goal of these emails is to generate an appointment. It’s not to get a sale on the spot right, we’re nuts we’re not sending someone a link to buy now we’re sending them an email, we’re asking them if they want to get on the phone to learn more about what we have to offer right. So that’s step. Number three is to create a messaging sequence of cold email, messaging sequence. That’s designed to generate appointments and then step number four is once you generate the appointment right once you send these out you’re going to have percentage of those prospects, say yes, they’re going to raise their hand and say yes, I’m interested in learning more you’re going to Hop on the phone with those people down the phone with them and close the deal right for your service.

So we’re going to go over steps 1 through 3. How to set all that up, create your ICP, create a list of audio prospects who fit that ICP and then also how to create a messaging sequence, called email, messaging sequence and the tools that we used to do that. Okay. So, let’s jump into my computer right now, alright! So I’m in the computer now and I’m going to walk you through real quickly again the four-step process on how we use cold emails to get new clients and grow our business without spending money on ads and all that stuff right.

So first off arena cover steps. Steps one through three step, four will be in a separate article right. This is that that’s the actual sales portion of things but step one is to create an ICP, and I do plan profile to know who you’re going to be targeting right. No, exactly we’re going to be targeting step. Number two is to create a list of people who fit your ICP who fit the criteria right and step.

Number three is once you’ve created a list. You need to create a messaging sequence to go to those people on that list to generate an appointment right and it’s not to get a sale. It’s not to send them a link to buy now it’s to get them on the phone. So you can close the deal on the phone right, which is step number four, which is to pH get on the phone and close the deal right. So this is the exact process that we use, I’m going to cover steps 1 through 3 in this article right.

How to create an ICP, how to get the list, the tools that we use and then how to create a messaging sequence and then automate the sending of that right. So, let’s jump right into it. So I have this little Google sheet here, and this is actually what we use when we’re setting up a cold email campaign. This is a simple google sheet right. This is all you need now. What I want you to do first, is create something that says just create a tab that says ICP right and what the ICP is again ideal, client profile and you this is actually what we use when we first started growth response right, so you should know the Industries that you’re targeting what are their industries well we’re targeting computer software, internet and information technology, and these are this – is from LinkedIn right these these industry titles.

Where are they located? What’s the geography well they’re, located in the USA in Europe in Australia, we actually just started with the USA, though just to keep it simple, and that was a big enough pool for us. The target company size. How big are these companies, so we actually started with 11 to 50 employees? Okay, so how many employees are in these companies? I recommend you stick under 50 employees.

If you’re brand new, the bigger up you go, the harder or the longer the sales cycle is right. So you want to target the small business size, people who are in that, like 11 to 50, employee range, okay, job titles, who are you targeting? Well, we mostly started with founder level, but we also were targeting once we went through founders, we’re also targeting C CEOs. Chi, Sigma Chi chief executive officers and CMOS chief marketing officers right.

These are all people who can benefit or want to have a conversation about our service right. So we, these are all the titles for you. It’s most likely going to be like the business owner right or like if you’re targeting like medical practices. It would be like a dentist or like a I don’t know like oh, oh optometrists or whatever they call those things so there’s whatever you’re targeting you want to list the job titles here right, and you also want to have the pain points and the problems and, If you don’t know this, you need to research it okay, because this is going to be important for your messaging.

So what were the pain points and problems of our market of the these SAS companies? Well, first of all, I didn’t they’re not generating enough high-quality leads. Second, they’re spending too much time on prospecting and data research tests right we were taught we were doing research on platforms like kora and seeing what people were asking in our market and a lot of them were saying. Oh, I spent way too too much time too much hours on prospecting and building lists right.

So we added that to the pain points. Also, we were seeing that a lot of founders. They were just starting their companies or they’re just getting going and they didn’t have the time or the budget to spend on building like a large sales team. So then, one of the fast results they wanted to get leads coming in now they didn’t want to wait months and months to do that. Okay, so what do we? What are we offering? What are you actually what’s your service that you’re offering to the market to help them solve these pain points and problems right? We were offering done for your LinkedIn prospecting right, we’re generating leads through outbound and LinkedIn.

Messages now found connection requests, okay and expect the results. You should know this so if you’re doing like a drop servicing business, how you get this is you go to you find a white label provider or freelancer? And you ask them these questions right. You look for the service, what’s included in the service. What are the expected results from their clients right, and you can leverage that information to fill this in here? Okay, so this doesn’t need to be all you.

Do you want to find a white label provider? You can ask them: what’s the expected results, if I give you clients for it for this service right now, the benefits of eight to twelve appointments and well, why do they want appointments a month or extra appointment? Well, it saves time for their sales team, because that’s what the sales team is doing is jet is trying to generate appointments do prospecting, so it saves time for them.

It also saves money and time and resources on training right, so they don’t have to train their team and spend months three four months: training their team on how to use LinkedIn or how to prospect in general. They can get going right away right and then also they get more high. Quality leads and appointments every month to help them increase sales and that’s what they want right. So you can. You can see it’s the inverse of all these things here.

Okay, so keep it simple. Do some research, if you don’t know these things, but don’t this should take no longer than like a few hours or like a day to do? Okay at max so once you’ve done, this you’ve created your step, one right: we’ve we’ve done this cross that out we’re going to go to step two build your prospect list. Okay, now there’s a lot of different ways that you can do this, but what I’ll show you the different places that we use right? We use find that lead and that’s for, if we’re targeting like b2b, like soft b2b, SAS companies or like tech, tech companies and all that stuff, when we’re targeting b2b we’re going to use, find that leak and they source their in, I think they source their data From LinkedIn, that’s why we use that if we want very specific businesses that have very specific attributes, we use up work.

So let’s just say that we want to target only medical spas. Who are you who offer CoolSculpting, which is a certain type of procedure right. We if we want a very specific business that offers a very specific service like that, we’ll hire someone on up work for like $ 300 or so to create a targeted list of those prospects that fit that criteria. If we’re targeting local businesses right, you can use something called d7 lead finder, and this is very good for, like those local brick-and-mortar stores and local businesses in general right.

So these are the different places that we use for the most part. You can also just go on Google if you want to save money, because these all cost money to use like no more than like 50 bucks a month or so. But if you don’t want to do that, you can always just manually, go to websites and find emails that way. Okay, but these are the places that we use so for this training. For this article, I’m going to show you how easy that lead com.

Okay, so I’m going to jump into this tool here and find that Lee again is: we use it mainly for a bead to be right for targeting like agencies and other freelancers and information technology companies and SAS companies. We use find that lead. So what you want to do is I’m going to show you why your ICP is so important here, you’re going to click, start new list and here’s how I name it. You just want to make it easy to identify right.

So I’m just going to do this! Software 11 to 50 employees, USA, founder okay. So now I know exactly when I look at this list who is in this list right? You want to be able to identify that where they located where it’s going to be United States. Job title is the founder and Industry, computer software, Internet’s information technology, all right and then 1150 employees. So now what do we see here? We have two thousand nine hundred people who fit this criteria and we grab this criteria directly from our ICP right.

So we have the industry, is the geography, the company size and the job titles right now the pain points and problems these these things are going to be using the actual messaging, but you can see here now what we have. We can just click generate list here and I’m not going to do this right now, because I’m not trying to use credits on this, but if we call generate list it’s going to search for the best prospects who fit that criteria, then we click generate emails.

Here. We click FTL servers and this is going to create a list and grab the emails of all the people on this list. Okay, now what this looks like – and I just I’ll just – I just already imported a completed list here right. I just imported this, but I got this. What this looks like is, if we click on prospector, again see current. If I click export CSV, it’s going to allow you to export only the correct emails right that I have a hundred percent accuracy.

That’s what you want! So you, like you, don’t get like bounced emails and all that stuff right. So once your list is done exporting or done grabbing the emails, you can export it and you can export only the correct email so that you don’t have delivery issues and then you’re going to have a CSV. That looks just like this okay and it has their first name, their last name, their position, their company website, industry, company size location, their LinkedIn profile, their email, and I’m just going to delete this stuff because we know correct.

We exported only the correct emails, so I delete this. This is all the information that we need for the most part right. So what I’m going to do is copy this. You would copy this. I would copy it it to this sheet here to their first name. I would copy this into their last name. You don’t have to do it like this. This is just the way that I do it or you can just copy the whole sheet. I’r just show you an example of how we, how we have our virtual assistants do this oops title company and the reason we need this information is because we’re going to import it into a separate tool to automate the sending of these emails right.

So we have this now we have I’m just going to do find that lead okay. So what do we have here? We have a list of first name – last name company, title email address and the source of where we got them from find out lead com, and we have a list of people who fit our ICP or ideal client profile. We have a list of people, we can send emails to right. So that’s step number two. We just did list creation right now.

Step number three is to create a messaging sequence. That’s designed to generate appointments. So I have this tab here. There’s a lot of different messaging differences and variations that we test with right. What I’m going to tell you now is you cannot just copy and paste this and expect it to work all the time and then complain like. Oh those are work, I’m not getting appointments. I’r not getting sales, I’m not getting clients, you need to test things on your own and learn to just experiment right.

So what I’m giving you here is something that’s worked very well for us, that’s been very effective for us. That does not mean if you copy and paste it that you’re going to get the same results right. So that’s just not the way things work, I’m going to show you what we use. One of the sequences that we use. We use many different variations depending on who we’re targeting, but this is a very simple one that we use: okay, so the breakdown of every cold email.

You have a subject line, we have the intro, we have the big promise and then we have like a proof element right and if you don’t have proof you again, if you’re a drop servicing business and you have a white label provider leverage their proof leverage their Testimonials on their social proof right and then we have a call to action. We also have, if you have some kind of authority content like a guide or a white paper, you can add some kind of PS line with that that builds credibility and authority right.

So here’s an example here and here’s just some subject lines here – that we use we use again tons of different ones that we split test with you have to split test on your own. I can’t tell you what the best subject line is, but here’s a simple one subject line Shawna found you on LinkedIn and this would be the person’s name right, so this gets their attention and then it shows where you found them right.

This seems to this seems to work well because people want to know. Oh, this guy found me on a social media platform. What is yet to say, okay, so you want to get them to open the email. You want to make sure that you’re not saying anything like free offer inside right, those don’t work. You want to make sure it’s just like casual and something you would kind of send to a friend or someone that, like like a colleague, you just met right.

So Sean funny on LinkedIn intro, I came across your profile on LinkedIn and, given your background thought it made sense to reach out big promise. We have a done-for-you LinkedIn prospecting service for b2b SAS companies that can help. You generate eight to twelve more demos every month. Without wasting your sales reps time on prospecting, proof, we’ve helped similar companies like a B and C to automate their lead generation and book eight to twelve more sales appointments per month, which has helped to increase sales.

Is this something you need help with right? So the call to action we want to get them to say yes or say no right, they say no, we remove them from our list if they say yes, we set up a time to chat with them. Okay, so the PS line. We have a LinkedIn guide that we send out, so you just say: PS. Here’s a guide: we’ve created them, how to help SAS companies generate more appointments using LinkedIn. Okay.

Now, if I go back to my ICP tab here, you can see why these are so important. We play on the pain points and the expected the results of our service right. You want to make sure that you have these things in your email. Okay. So if we go back here once we send this first email, you’re going to have most people are not going to respond to that first email. So what we want to do is follow up right. So three to four days after that, first email and the tool I’m going to show you automate this.

We want to send a second email, and this is just the kind of bump bump the loop, the last email to the top. A lot of people don’t have time to respond right away, or maybe they just didn’t see it and what we say is hey. First name or hey Sean just quickly, following up on the email I sent a few days ago, any thoughts on that are done for your Linkedin prospecting service can help. You generate more leads without spending hours every day on prospecting, a data research task.

Would it be useful? The call to action is what it’d be useful to have a quick conversation on how we might be able to help you write, so you can see again very short and to the point and value-driven like how we can help them white. What’s in it for them, why should they care right? So if they care about generating more leads and they’re, not using LinkedIn – and they are spending way too much time on prospecting and data research tasks, they’re going to want to respond to at least hear us out right and again notice – we’re not pitching them right away.

We’re not selling them we’re sending them a bye link, we’re asking them to get on the phone, and so we can talk to them. Learn about their business, learn if it’s a fit, and then we can offer them an opportunity to work with us. If it does sound like it’s a fit okay, so the last message: email three: if they still don’t respond, we send one more email after a week and we might just say something like hey: first name, I’ve reached out a couple times.

I didn’t hear back and I realize I may have jumped the gun, my intent, my intent is not to be a pain, so there’s going to be my last follow-up, but if you’re open to connect about generating more leads on LinkedIn, please hit reply to. Let me know either way. I wish you all the best right, so you can see a really soft, just like like a an exit email. I guess I don’t know what to call it like us: a send off email, right, you’re, going to have a portion of people who respond to this, and, like oh sorry about that, I actually meant to respond, but I forgot about it right.

So I can’t remember what the exact statistic is, but it’s something like it takes 8 to 12 touch points before someone responds or someone becomes a buyer right. So you want to make sure this. The reason why we follow up – and this is why we use a lot of platforms like LinkedIn and cold email and Facebook and Instagram – is because it takes a lot of touch points to get on someone’s radar. If they’ve never heard about you before right.

So we follow up, you know through two to three different times and our goal is still to get them on the phone with us right. So if they don’t, if they don’t respond to this, then we stop contact again contacting them. After this, we don’t keep on following up like like to eight to ten different times, email, because that will piss them off and will mark you as spam. But you can see here it’s just very short to the to the point sweet value-driven like.

Why? Should they care? Why should they want to get on the phone with us right, but that is our process here right, so we just did this creating a message sequence. What do we actually use to automate the sending? There are a lot of different tools out there that you can use, but one of the ones that we use is called mail shake, and I believe this is like 20 30 bucks a month now and what this does is once you’ve created your messaging sequence here.

Right, you can go into mail shake, you. Can click create a campaign, I’m just going to leave it as this I’m going to click Next, you can import your lists. I’r just going to go here just to a test list here and then you can import like the email address and their name click Next. Okay! So now everything imported. I skipped it a bit because I didn’t want you to wait now. All you have to do is plug and play right.

So we have here. We have our subject line right and you want to make sure that this does first name or their name or whatever it is. This name found you think then okay and then we’re just going to copy our our email right. So we go name okay, they sit out a bit okay, so you can see here we have our exact email from our sheet. We just copied and pasted it into here and then we can add the follow-up.

So I’m not I’m not going to waste your time and do all this, but you just set the amount of days you have the the actual subject line of the email you copy and paste the text into here and then, when you’re done, you just click Next Oops next, then, you click Next again and you schedule the actual email right. This is going to take a while because I think it’s going to prep the campaign right, but you can see here.

Oh here we go so you can see hi okay, but it personalizes it to their name. You can have the follow-ups go X, amount of days after that automatically if they don’t respond, and then it has the exact messaging sequence that you created in the last step. Right, so this is step by step. This is how we use cold email to get new clients and grow our business without ads and without complex sales funnels and all that stuff right.

Cold email is still one of our best blogs for client generation, new client generation. Right because it’s predictable, it’s measurable, we can do it every single day. It doesn’t cost much like other than that, like the tools that we pay a little amount for every single month, but we covered the ICP we’ve covered, creating a list that fits your ICP. We covered creating a messaging sequence and I all should also showed you the tools that we use right.

I actually work with. This is actually what we run as a service. We actually do cold emailing for people in our agency right, so this you can take this and run with it. Obviously you have to experiment with a different messaging here right, but this is our step-by-step guide. This is exactly how we send cold emails and set everything up to send cold emails and get clients for our business all right.

So I hope this was helpful for you guys if you want to see anything else around cold emailing or if you have any questions or comments or concerns, make sure you comment below leave this article like if you, if you like long form, guides like this and Yeah, I will see you in the next article. I will link to some other emailing and lead-generation articles on the side here, but yeah. I hope you guys enjoyed this and I’ll see you in the next article.

Take care


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