Most people do this WRONG WRONG WRONG WRONG WRONG!
You do NOT email to sell a service directly, you email to prequalify and SORT your leads.
I use Mobile Renegade to scrape the business details and their generic company emails such as email@example.com or firstname.lastname@example.org.
I send out 100 emails a day and average between 6 and 11 responses.
That's between 6 and 11 WARM LEADS a DAY from emailing which is essentially FREE!
I'm sure someone like Jason could tell you how many traditional dials you'd need to make in order to get 10 warm leads lol. For me it would be about a day's or so worth of calling. For a newbie it could be a week.
These are not people emailing to buy, they are emailing to find out more information which gives me an internal referral inside their organisation.
The person is expecting my call
I have permission from the gatekeeper
The person has at least shown SOME interest in finding out more
It's not quite an appointment, but more of a warm introduction.
I won't give away my formula, but it uses these elements.
The cold email is short, creates a lot of curiosity and asks one simple question: who is the person to speak to regarding their marketing?
It is sent from my personal email address
Follows all requirements on can-spam including opt out link and physical address
It has a maximum of 5 lines, is not salesy and is absolutely NOT selling anything.
I usually get a reply from a decision maker or see that it has been cc'd in the gatekeeper's reply.
The KEY to understanding why this works is knowing how to increase people's curiosity enough to give you permission to call them.
I've outlined the basic approach on my calls in the thread above.
Basically, the prospect needs to feel like they would be missing out by not replying to your request for an internal referral. You need to show them relevancy and value upfront.
Another good way to pre-qualify your cold calls.