Last week, we discussed the value of cold emails, and how properly managed cold emails can be a double-edged sword to connect with active, new, and potential customers.
In addition to the point of using cold emails, it is important to find a functional structure, so that they’ll not be ignored by the receiver, but, on the contrary, they’ll perceive them as a form of customer service from the brand.
In our research, we found some very efficient structures for Cold Email writing:
Basic formats> Yesware.com
- Before and after the bridge: This structure is impressive since it puts a specific and recognizable situation for the receiver and also puts the stage in their hands without the central problem. The way to solve it is the “bridge” and the response that we have for the client. Basically we are offering THE solution.
- Before — this is your world now, with a problem
- After — Imagine your world without a problem
- Bridge — This is how we get there
- Problem — Agitate- Solve: This one is very similar to the first, we’re solving their problems by email, the solution is just one call away.
- Identify pain point
- Agitate pain point
- Offer a solution
- Star — Chain — Hook: This structure doesn’t point to the problem, it focuses on the great idea, with a background of facts and sources that makes it irresistible and irrevocable and closes with a call to action.
- The big idea
- A series of facts, sources, reasons, and benefits
- The call to action
- AIDA: The classic AIDA, we are creating desires, so they’ll come to us.
- Attention: grab attention
- Interest: make it personal
- Desire: build desire
- Action: Ask for a response
- Star — story — solution
- The main character (prospect, product)
- How do they face the problem
- How the star wins at the end
- Readers Digest: This focuses on providing facts, which support the value proposition made to the customer.
- A lot of facts
- Few adjectives
- 3 B: Talks by itself:
- Brevity — Short
- Blunt — To the point
- Basic — Simple
- 3 P
- Praise — honestly
- Picture — Cause and effect reasoning
- Push — ask them to commit
- Awareness — The situation
- Comprehension — Impact
- Conviction — Desire
- Action — Response
A well structured cold email, has the power to reach clients. But every brand needs to use this tool wisely, or it can become a total nightmare and a waste of budget.
Sources> Forbes, CriminallyProlific