The subject line is only one factor which will encourage prospects to open your email. The other crucial part is the preview – that’s the opening of your email visible in the inbox without entering the message. It’s crucial for your message, so remember this:
- NEVER start by describing to you or your company! – put yourself in the recipient’s shoes: would you care about some stranger’s name and occupation? Probably not.
- Start with something you have in common – mention a conference you both attended, reference that you work at the same type of company, anything that will make them feel like you’re not just a random person, but someone who understands them. When they see that in their inbox, they will be more willing to read your email.
- Give it a personal touch – write like a friend, not a salesperson.
- Address a problem – say something that is relevant to them. Mention a problem that can be solved by your product; understand what may be a pain point for this person and show them how you get it. This approach is called „event” and is one of the most effective in cold mailing. It appeals to both the recipient’s head and heart because you can make their job easier, and spare them the stress and time.