Which companies use cold emailing

Cold acquisition via email: Free templates for sole proprietorships in the service sector

There is one thing that many entrepreneurs like to avoid. No, this is not about tracking down unpaid bills, paying taxes, or meeting with a difficult customer - we're talking about the infamous cold email acquisition.

If the term "cold e-mail" or cold e-mailing sends you an ice-cold shiver down your spine, you are not alone. Many entrepreneurs wrestle with this less popular (but very important) task to advance their own business as sole proprietors or freelancers - especially when selling services.

So that you can get a better overview of cold e-mailing, you will find a few questions and quick answers here.

Download free customer acquisition templates now

Cold acquisition via email - FAQ

1. What is cold acquisition or cold e-mailing?

In simple terms, cold emailing means that you send an email to someone you don't even know, but with whom you want to start a conversation about something. Entrepreneurs write cold emails as a tool for customer acquisition, i.e. to win new customers, or also business partners or PR for their own business. This type of email is also called outreach email.

2. What should I write in my email?

This article provides tips on how to write customer acquisition emails. At the end, you can even download a free guide to creating outreach emails. There you will also find templates and examples for your customer acquisition.

3. What if people find my email annoying?

Legal professionals prick up their ears when you talk about sending e-mails without your consent. But it's not as complicated as you might think. As an entrepreneur, you are not allowed to contact private customers without their consent. But when it comes to contacting other companies, things are different. You can read more about this here.

But now to the actual topic: If your contacts find you annoying, then you shouldn't take that to heart. You are responsible for making your company better known and attracting customers for it. You will always come across people who do not suit you and your business. Of course, you shouldn't flood potential customers and partners with spam and promotional emails, but you should try to get their attention with well-worded texts.

4. What if I am rejected?

If you get turned down by a prospect, remember: in most cases, it's not you. More on this shortly.

But first, let's do a little bit of the basics.

Why writing compelling emails is important for businesses

Writing emails should be an important part of your everyday business life, especially if you are just starting out on your own.

Here are five reasons why outreach email is important to your business:

  1. Let potential customers know what you do and that your company exists
  2. Get good business partners for your company
  3. Write to journalists and get published in relevant magazines and blogs
  4. Receive grants and grants for your plans and projects
  5. Communicate and sell skillfully to your customer base

If you're used to just calling people, you might be wondering why you should bother with email in the first place. One principle in marketing is this: a confused head always says no! If you send an email the first time you contact us, your potential customer has the opportunity and the necessary time to think about your offer. If you don't email yourself to introduce yourself first, no one will pick up the phone for you or buy anything from you.

It is obvious that writing convincing emails is not only important for your customer acquisition, but also for making new contacts and thus building a network around you, your company and your brand.

How do you choose between personal and standardized emails?

The key point is this: if you write personal emails, you have a better chance of getting a response from your contact. But writing personal messages requires you to do your homework; that is, you need to do some research to get to know your contact better. Of course that takes time.

By sending standardized emails, you can reach a lot of people with little effort and thus let a lot of people know about you and your business. The disadvantage is that standardized e-mails are less personal and therefore less likely to be answered. Why? We humans want to feel special - we don't want to be one in thousands.

What to do

As with so many things in life and in the business world, it depends.

If you're selling services that require a bigger investment from your customers, you should focus on quality rather than quantity. Think about it: If you expect your potential customer to invest a significant amount of time and money (to get to know you and your offers better), he / she can at least send a well-written, friendly and personal email expect from you.

However, if you are offering services that are easy to get involved with and have low cost to your potential customer, aim for quantity in order to reach as many people as possible.

Why a handful of emails isn't enough

When you send out a series of involuntary emails to prospects, it's like aiming in the dark. You may be lucky, but the more likely you will miss your target or maybe hit the wrong spot.

Don't make the mistake of assuming that you only need to send a handful of emails to companies to attract new customers. As with so many other things in life, this is all about the crowd. Depending on your business and the type of services you sell, you will likely need to send a large amount of email before you can get your message across to the woman or man. By “large volume” we mean 30, 60, maybe even hundreds of emails. This is a common practice among professional salespeople. Depending on your email and offers, an estimated 1/10 will respond to your cold email.

Don't let this discourage you. Everyone started small and if you want to be successful with your company, you have to put your heart and soul into it! Work on your e-mails, on your services and don't stop sending e-mails until you land your dream customers.

Why you should get used to rejection

The reason why many entrepreneurs shy away from cold acquisition is the fear of rejection. We humans are conditioned to avoid rejection at all costs. Why? Back when we were all still living in caves, rejection meant that, as outsiders, we would have to spend the rest of our lives with no sanctuary, food, or community.

Fortunately, we've evolved since then and can accept rejection as a normal part of our lives without panicking.

Four reasons you might be rejected:

  1. It's not up to you or your offer - many of us are just too busy to read every single email carefully.
  2. Your offer does not suit the company.
  3. The company is already using someone else's services and they don't have the resources to switch to your offering
  4. Your offer does not currently match the company, but that does not mean that this may not change in the future.

If you receive a “No thanks” email, it means that your potential customer has at least read your message and was thus made aware of you and your products. It also means that your email was at least well worded enough to get a response to it. That is a completely underestimated level of success. They probably even considered your offer (if only for a short time) or they wouldn't bother to answer you.

Rejection is better than being ignored.

Free templates for your cold acquisition to download

At Zervant, our mission is to help entrepreneurs succeed. For this reason, we have created a free guide with templates for your cold acquisition, which you can download completely free of charge.

In this guide you will find:

  • 5 practical templates for sending emails for cold acquisition
  • 3 Common Mistakes Business Owners Make When Writing Acquisition Emails And How To Avoid Them
  • The most important, but so often forgotten, part of an acquisition email that will drastically increase your response rate.

Download the free acquisition email guide + templates now

We wish you a lot of success and customers for your business! Then, when you're ready to bill your happy customers, be smart and choose simple billing software like Zervant.

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