Going from Cold to Warm Email Prospecting: How to Write Emails that Convert

Securing large deals with enterprises requires effective prospecting. One of the most common prospecting strategies is email outreach. Whether you're reaching out to a small business or a Fortune 500 company, email prospecting can be daunting. However, with the right approach, you can increase your chances of converting prospects into customers. In this article, we'll delve into how to write cold emails that can turn into warm leads and ultimately convert.
Shankar Ganapathy
Co-Founder, BuyerAssist.io
Jan 24, 2024
3 mins

What is the problem with current outbound prospecting:

Cold email campaigns, once a standard approach in outbound sales, are increasingly viewed as aggressive or intrusive. Nonetheless, businesses continue to assign sales development representatives the job of engaging with uninitiated leads via email. At the same time, 80% of buyers favor email as the communication mode with sales representatives. This preference is due to email allowing buyers to manage interactions on their terms, in a manner that is neither intrusive nor time-bound.

Here is where warm emails are the new norm.

Why you should leverage warm emails in your outbound

If you are in B2B, chances are you are in a hyper-competitive market. Outbound prospecting therefore is a cost of doing business. Emailing prospects continues to be one of the most effective ways to get in front of new buyers. Warm emails give you a competitive edge and drives higher conversion rates. 

Here is a 6-step approach to using warm emails well:

  1. Understand your buyers in and out:
    The first step in writing an effective cold email is researching your prospects. This includes understanding their business, key stakeholders, current partners, and pain points. Personalization is crucial in email outreach, and one way to achieve this is by leveraging data. By using data enrichment tools, you can gather key information about prospects and tailor your outreach to their specific needs and interests. This personalization will help establish relevance and increase the chances of generating a warm lead.
  2. Leverage data to power prioritization:
    At any point, only 3-5% of your TAM is in the market evaluating new solutions. Use the combination of first-party intent, job change data, and warm intros to prioritize right accounts and buyers. Picking the right account/buyer can drive 4-8X more responses compared to just going cold.  
  3. Write great subject lines:
    The subject line is the first thing your prospect will see, so make it count. Keep it short and catchy while also conveying the value proposition of your email. Personalization using intent, job changes or warm intros can drive 90%+ open rates and 60%+ reply rates. 
  4. Email body is about the buyer:
    The body of your email should be concise and focused, highlighting what you have uncovered about their business and where you can help them. If possible share other customer stories who have gone through the same journey. Make it about them as much as you can. 
  5. Provide social proof:
    Your chances of converting prospects into customers increase when you provide social proof in your email. The buyer could be a past colleague of an existing customer or a user of your competitive product or anything else. Make sure the social proof you provide is relatable and its easy for them to back channel to learn more.
  6. Make a clear and actionable ask:
    Be direct and end your email with a clear call-to-action. Make it easy for your prospect to respond by suggesting a specific time for a call or face-to-face meeting, or simply asking for a reply email. Offering something of value such as a whitepaper or a free trial can also increase the chances of a positive response. Furthermore, data automation tools can enhance your workflow, allowing you to send follow-up emails at the optimal time to improve response rates.

How to use smart data to drive warm email automation

Emailing continues to be a vital lead-generation tool for numerous B2B companies. The effectiveness of cold emails largely hinges on the following aspects:

  • Crafting targeted, personalized emails, including compelling subject lines and distinct calls to action.
  • Engaging in experimentation and A/B testing to discern what resonates with your audience.
  • Adhering to established best practices in cold email prospecting to enhance conversion rates.

In essence, success in cold emailing is rooted in thorough research and continual testing. As Sales Development Representatives (SDRs) accumulate more insights about their prospects and the performance of their emails, they become more adept at creating cold emails that effectively generate new leads.

Enhancing your B2B prospecting strategy can also be achieved with tools like Boomerang. This tool tracks the career movements of your former customers, supporters, and potential clients, automatically integrating this information into your CRM for renewed sales opportunities. These leads are not only qualified but are also five times more likely to convert and typically have a 25% shorter sales cycle.

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  1. Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
  2. Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
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  • Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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How to customize formatting for each rich text

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