Cold emails can be a reliable, effective solution for keeping sales pipelines full — as long as they’re done well. Oftentimes, though, cold emails become just another ignored pitch lost inside a prospect’s inbox. That’s why salespeople must master the art of cold emailing through calculated strategy.
Customer engagement company Khoros is no stranger to the sales process, considering the company exists to help other businesses connect with potential prospects. So, it’s no surprise that Khoros Sales Development Representative Katie Furman has created her own roadmap for perfecting cold email pitches.
According to Furman, writing effective cold emails requires bold messaging, strategic open-endedness, building credibility and — most importantly — stepping into the client’s shoes. As Furman put it, “Work smarter, not harder.”
Although cold emails can feel like a lost cause in the digital age, they’re a tried and true sales solution. And with the right strategies, they can lead to full sales pipelines and pivotal prospect meetings.
Built In Austin caught up with Furman to learn more about how she writes cold emails that grab readers’ attention and trigger a response.
What has been the most successful cold email subject line you've ever used?
“(Account name) in ‘decision.’” As SDRs, we have several tools that help us know when an account is allegedly nearing a decision phase, and prospects know this. Being open and honest about why I’m reaching out as well as the timing of my outreach can help trigger a response.
This subject line stands out to prospects because it insinuates I know something about their buying process but leaves it open-ended enough for them to read and find out where I am reaching out from.
In the body of this email, I was transparent about a tool I had used that let me know the account was in the “decision phase” for sourcing an online community solution. I was able to catch the attention of my prospect with my bold messaging and share some of my company’s differentiators, which ended up leading to a meeting.
The first couple of sentences or even words can make or break the success of a cold email. What's an effective strategy you use to hook the reader in?
I name drop to build credibility. Whether I’ve talked to someone on a cold call that gave me a small piece of information or I have a POC referral, someone that used to work at the company or even info from previous opportunities or conversations, all of it helps build rapport. Name dropping in the first sentence or two makes SDRs sound more credible and makes the email feel less “cold,” even though it is.
I often use lines like, “I connected with (name) and they let me know XYZ,” or “Previously, our team was in touch with (name) about XYZ. From my understanding they aren’t at the company anymore. Is this a priority of yours now?”
Enter the mindset of the prospect.”
What's the most effective approach you've used for writing cold emails, and what were the results?
When I write cold emails, I consider the following: credibility, what I know or want to know and CTAs (clear asks that prompt a response).
Work smarter, not harder. I don't waste time on the wrong contact. The CTA doesn’t always need to be asking for time or interest. Pinning down the right contact can be more effective.
Use lines like, “Can you point me in the right direction?” or “Does this fall under your role? Would hate to be wasting your time if there’s someone else I should get in touch with.”
Also, enter the mindset of the prospect. Reading the email from their perspective can generate much better results. As I write a cold email, I think, “Why do they care?” “Why should they care?” and “What’s in it for them?” By doing this, I can effectively hook in my reader and trigger a response.
