Top Reasons Your B2B Cold Sales Emails Aren’t Performing Well

The average response rate of a cold sales email is around 1% – 5%. While there are a few exceptional campaigns that achieve an open rate of 25%, we all know that being in that category is very difficult. However, there is no harm in trying. If you feel that your cold sales email campaigns haven’t been successful lately, we can help you identify a few reasons why. Keep reading to understand where and how your efforts may be falling short.

Getting a cold email campaign right is no easy feat, and a single error can undermine your hard work of sleepless nights and restless days. It truly requires a special level of skill to create an impactful email marketing campaign that people just can’t delete.

Unfortunately, finding emails with a 100% open rate is rare. Most emails fall into a category where people delete them the moment they reach their inboxes, and the reasons for this are mostly unknown. However, after years of data-backed research, seasoned marketers and sales teams have identified some common mistakes made when crafting B2B cold sales email campaigns. Let us walk you through those mistakes.

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1. Not giving thought to the email outreach

They say that failing to plan is planning to fail. While you may not know who “they” are, they are right when it comes to email marketing. Your emails are going wrong because you assume that everything will fall into place without putting in any effort. If you are sending random emails to random contacts or prospects, be aware that your emails are likely to end up in the spam folder.

2. Misleading subject lines

What is the first thing you notice when you receive an email? The subject line, of course. Ideally, the subject line should hook the audience. Unfortunately, many marketers make a mistake here by using generic or overly salesy subject lines, which makes their emails appear spammy. Numerous surveys and statistics have shown that 33% of email users open emails based on the subject line. So, if your subject lines seem spammy, your emails will either end up in the spam folder or, worse, be deleted before the user even looks at them.

3. Writing excessively long emails

Cold emailing is not about writing lengthy content that bores your users. Compose your emails with no more than 150 words, as this will help you capture the attention of your audience. Remember that the email should provide a brief introduction to your company and pique curiosity. Avoid writing emails that are as long as an SEO blog. Make an effort to keep your message concise and clear, within 3-5 phrases.

4. Making the email all about your company

Marketers and sales reps often make the mistake of rambling on about their companies all the time. As soon as a user opens an email, they are bombarded with the company’s achievements or services. However, it’s important to understand that the user is not interested in what the company offers but how the products or services can benefit them. Add value to your users and show them how coming to you will enhance their lives. Identify their pain points, understand their requirements, and offer a solution.

5. Using outdated content

Relevance is crucial for the success of your cold email campaigns. Since you are pitching clients who are unfamiliar with your company, you must share the latest news and updates. Imagine if your email offers a 10% discount to new customers, but the website has not been updated with the offer yet, or it is already expired. It will create a negative impression on your prospects. Avoid damaging customer trust, as they may never return.

6. Neglecting a powerful call-to-action (CTA)

A cold sales email campaign aims to encourage new prospects to make a purchase from your website or, at the very least, visit your website. Therefore, you cannot afford to overlook a compelling CTA in your cold email. The CTA should not be overly salesy, but it also should be powerful enough to prompt the user to take action.

Wrapping Up

You can learn a lot from the mistakes marketers and sales teams make when pitching through cold emails. Additionally, you can follow some proven tips to enhance your efforts and make your cold email campaign a successful one. Customers appreciate personalization, so try to personalize the emails and content as much as possible. Ensure your email content is free from grammar and spelling errors. If you don’t receive a response after sending multiple emails, consider following up. We hope this information proves helpful. Use these tips the next time you pitch your B2B clients through cold email outreach.

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BONUS READ – Jon Miller, CMO at Demandbase chats about the evolution of ABM in this webchat with MarTechSeries:

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