When done correctly, cold sales emails can do a lot for your business. And yet when done poorly, it can have the exact opposite effect. The truth is that cold emailing is an art. And to make them efficient for your business, there are some key steps to follow.
In our last blog, we talked about crafting efficient sales emails in general. It’s a given that – as Forbes says – when cold emailing you have to build trust through credibility, reliability, and emotional connection
Today, however, we’re going to highlight one aspect of cold emails – timing. A cold email will be appropriate if you time it correctly. This begs the questions:
- When is it appropriate to send a cold email?
- When could sending a cold email actually be harmful to your prospective relationship?
Read on to find out!
Timing Is Key For Sending Cold Sales Emails
Yes, great cold emails can establish lasting connections with prospects.
But you have to take into consideration that your prospects are likely getting a flood of sales emails every week.
So – apart from having to stand out from the rest, you want to make sure you get your foot in the door rather than getting the door slammed in your face.
There are three identifiable situations in which sending a cold email is appropriate:
1. You Can’t Get Your Target on the Phone
You’re going after a company’s decision-maker, meaning their schedule is likely pretty tight. If you know you won’t be able to get them on the phone or you’re afraid of playing phone tag for a few weeks, you can take this opportunity to send a cold email.
2. Your Prospect Hasn’t Responded to Other Methods
There are certain social media touches that can be appropriate, like
- mentioning a prospect on Twitter,
- leaving a voicemail,
- getting a referral, or even
- sending a LinkedIn
However, it can be tricky to determine how active people are across various platforms. And if you’ve tried to connect unsuccessfully, then take the leap to a cold email.
3. When You Use an Account-Based Strategy
The mother of all personalized marketing strategies definitely warrants the use of a cold email. If you know a lot about your prospect and feel confident in your targeted message, go for it!
Some Final Tips for Sending Cold Sales Emails
If you’ve identified the appropriate situation to send a cold email, then here are some extra steps to ensure you get a response.
After all, the worst thing that could happen with sending a cold email is that your prospect receives it when they are sleeping, eating, or busy at work. Catch them at the wrong time, and you may get lost in the day’s work and never hear back.
It makes sense, then, to increase your chances of success by planning cold emails around exactly who you’re emailing and where they are!
Here’s a handful of proven tips for great cold sales email practices:
- Send at the end of the week (Thursday and Friday).
- E-mail after lunch in the early afternoon. Around 3-4p.m. is a good time and sending a few minutes after the hour is another good practice!
- Send towards the end of the month.
Why do these tips work?
Because decision-makers and buyers will be busy at the beginning of the week planning out their week and prioritizing workload. Hence they’ll likely have more free time at the end of the day for an unexpected request. And finally, spreading your communication over a month is a good way to avoid overwhelming busy prospects.
We Can Help with All Your Sales Issues
At 360 Consulting, we have decades of experience as senior VPs of Sales in businesses of all sizes. There’s literally nothing you can throw at us that we haven’t seen and found a way through to raise your sales.
If you want to achieve sustainable growth, get in touch with us for a free consultation!