You found someone's email address online. Someone you've been looking to get in touch with for a long time. Now, it's up to you to write an email that'll get opened.
Writing a cold email can be much more effective than picking up the phone to place a cold call.
Follow these four approaches and you'll increase your chances for success:
1. Create a Compelling Subject Line
The subject will determine whether your recipient will open your email (or whether they'll delete it immediately).
Here are a few that work:
Did you see their company in the news? Congratulate them on something you read! Be as specific as possible.
"Excellent tweet the other day!" will get your prospect's attention. Don't be awkward. Find something genuine to compliment, and see your open rate increase.
Use Their Name
If you found the prospect's email address, chances are, you know their name. "Hey, Matt, I thought you'd like this," will get me to open an email almost every time.
2. Connect Subject to Body in the First Sentence
See also: Dirty Dozen Rules for Email Etiquette
Make sure the body of your email connects with the subject. If you congratulated me, make sure to mention that in the body. Don't spend too much time here, but reiterate whatever it was that got your prospect to open the email in the first place, then...
3. Get to the Point
Everyone is busy. So, if your subject line was compelling, and your prospect opened the email, don't ruin it with a wall of text! Nobody can read that much. I recommend writing emails that are three or four sentences, max.See also: Email Marketing for Businesses: How Not to Write a Follow-Up Email