To cold-email or not to cold-email is the biggest dilemma for any business owner. Because there’s a very fine line between cold emailing and spamming, which is why most people are doubtful.
For SaaS businesses, cold emails get even more difficult. As here, you’ve to sell a novel idea to an audience who’s already aware of marketing ploys. That’s why you might question whether cold outreach is a good way to get SaaS leads?
Yes, it is in a nutshell. If done right it can get you more B2B leads and help your SaaS business grow. Here we have listed down the 5 simple steps for writing cold emails that get responses.
How to Get More SaaS Leads with Cold Emailing?
Create profile of an ideal customer
Before you outreach your prospects, you must have an idea about who can be your potential customer. For this reason, creating a profile for your ideal customer is crucial. It will give you the details about the basic demographic features, psychological and behavioral attributes, and geographic information.
Once you have a customer profile ready, you can figure out the exemplar features of your customers, like their industry, location, and needs. All of these are essential for marketing any product including the SaaS ones.
Also, it will help you in doing thorough research for your prospects. You will be aware of their pain points and can tactically offer your product as a solution. Besides that, with a customer profile, you can set the appropriate tone of your emails and will be in a better place to position your product to your prospects.
Find contacts and build an email list
The next step is to find the contacts in line with the customer profile you created. The first thing you should consider here is that the common company emails are not enough. Instead, you should look forward to contacting the thinking heads of the companies. It is crucial as it would allow your message to reach the right person who’s responsible for decision-making.
For this, you would need to look at the hierarchies in the companies to find out who you should approach. Also, consider for whom your product would be more helpful, as it would be easier to position your product in front of them.
Secondly, for actually finding the emails, you would need an email list builder. There are many options in the market which you can use. These include tools like Sellhack, Lusha, Email hunter, Email Finder, and various others.
Leverage a SaaS email marketing tool
An email list is an asset for B2B businesses. That’s why you would need a SaaS email marketing tool to carefully manage it. Moreover, if you choose some of the best email marketing automation tools, you will have numerous options for creating your cold emails.
There will be hundreds of prospects, and sending emails to them manually can be an arduous task. This is where email automation can be really handy. Also, you can take some inspiration from the built-in templates, too. However, ensure that you maintain relevance and personalization in the emails.
Aside from that, these tools will also be helpful to SaaS companies after they convert leads into customers. Because you can set up different campaigns with them. Few tools also offer free templates for onboarding, signup, trial expiry, SaaS subscription cancellation email templates, and numerous others.
Skillfully use templates and write personalized emails
Though you will find cold email templates everywhere, the key is to use them skillfully. You can never win customers by sending generic emails. Therefore, ensure that your emails are personalized and focus on customers’ pain points.
For personalization, using their first names and position along with mentioning their company name is primary. Other than that, you must utilize the information from your research about them and their company. Also, keep in mind your ideal customer profile to make sure you’re completely aware of their situation.
Then you can proceed to write cold outreach emails by keeping in view the following things:
- Use an attention-grabbing subject line.
- Keep it to the point and crisp.
- Focus on their problem, then offer your product as a solution.
- Always state benefits first rather than features.
- Explain how your product is unique.
- End it with a clear and actionable call-to-action button.
Be sure to follow up
Most of the time, while doing cold emailing, marketers only send one-off emails, which is one of the biggest mistakes. Let’s face it, on average, there’s only a 1% to 5% chance that your email will get a response. This means with sending only one email, you are most likely going to end up being unread by your prospects. That’s why it is necessary to plan out your follow-up emails.
For this reason, you would need to think about writing cold emails as setting up small campaigns. Therefore, you must create at least two follow-up emails to be sent within the gap of a week or so. You can also schedule them with the help of SaaS email marketing tools.
However, ensure that your follow-up emails do not seem too intrusive. Instead, you should use them to build on your first emails. For the follow-ups, you can add a video demonstration of your tool, free trial, or can share some useful tips.
Final Thoughts
SaaS cold emailing is often considered synonymous with spamming. However, if you can do it correctly, you will be able to achieve great results for your business with phenomenal ROI. The most crucial part of distinguishing your cold emails from spam is to prioritize the needs of your prospects.
For this reason, you have to start with thorough research and create the profile of your ideal customer. Then build your email list having the contacts with whom you can discuss the partnership. After that, select a SaaS email automation tool to manage the list and emails. Next, skillfully use templates and write compelling emails. Lastly, make sure to follow up with them.
