Write Cold Emails that convert into Sales – BASHO Email

Are you a good salesperson? Free quiz to know your sales aptitude
How to Write Cold Emails That Convert into Sales - BASHO Email
6 minutes read
Cold emailing success depends on how you write and structure your cold emails. Every detail in a cold email affects its performance, from open rates to conversions.

If you master writing, cold emails are still one of the best sales CRM strategies out there. You can boost leads and sales if your sales team masters how to write these emails. 

Keep reading to learn how to make your cold emails work.

BASHO email is an email message directed to decision-makers for obtaining appointments or calls. It is a cold email where the sales reps try to get the prospect’s attention.

Get a Supportive Sales CRM Software

Learning how to write cold emails is only a part of the sales process. You still need effective CRM software to have a chance of closing sales through cold emails or cold calls

sales CRM can streamline the cold emailing process by making it easier to reach out to more contacts. And the best part is that you can generate more leads if your CRM software blends with your cold emailing tool.

One of the best features of good CRM software is the ease of contact management. Your sales team will have a lengthy list of contact information. Having access to all contacts in one place can make the cold emailing process a breeze.

Your entire team accesses complete client profiles on one page. Meaning they can launch informed cold emails without referencing your central databases. This saves them time while adding precision to your cold emails. 

Another essential feature in a CRM is a visual sales pipeline. It can give you unlimited visibility to a client’s stage in the sales journey. This way, you can track your deals and know which prospects have a deep interest in your products. 

Before starting cold emailing, get CRM software that supports your cold emailing efforts. 

Try Onpipeline for Free

Get Started for Free

Know Your Recipient

Impersonal, template-based emails no longer work in cold emailing. Nowadays, what results in conversions is building relationships with your recipients. From the point of collecting contact information, your focus should be the recipient. 

Put yourself into your recipients’ shoes. Do proper research to understand what drives your recipient and matters to them. From the onset, your prospect should feel that you know their pain point. 

Personalization is the key to successful cold emailing campaigns. It means you understand your prospects’ interests, wants, and thinking patterns. The more you know your users, the more you’re likely to deliver a personalized experience. 

Your CRM systems or sales reps should collect ample information about your prospects. Your prospects should feel your messaging is specifically crafted for them. You can tell them a relatable story if you know where exactly they fit in in your sales pipeline. 

Get Started for Free

Use Specific Email Addresses

One of the first things your recipient is curious about is where an email is coming from. It affects their first impression of you by showing them the exact sender. Many email recipients decide whether to open depending on who’s the sender. 

BASHO emails are always super-personal. The emails are about building relationships. So the “from” addresses and the recipient’s addresses should be specific.

Recipients may not feel special if you’re addressing them using company emails. So, always ensure you’ve edited the “from” line before you start composing your cold email. 

Also, search for your prospects’ exact email and add it to their contact information. Arm your sales teams with the best email finders to ensure you get those email addresses. This is one of the critical parts of personalizing emails, and it can contribute to higher email open rates. 

Win Open Rates With Relatable and Compelling Subject Lines

Your sales team needs to practice crafting email subject lines when learning how to craft cold emails. 47% of email open rates resulted from the impact of the subject line. 69% of email recipients decide whether an email is spam based on the subject line. 

The effectiveness of cold emails begins with solid subject lines. If your subject line doesn’t impress your recipient, the rest of your email is more likely to fail. Choose shorter, direct subject lines to ensure recipients see the whole message in it.

Figure out hooks that may spark your prospects’ imagination and arouse curiosity. Also, try to use words, facts, or data that your prospect is familiar with. The best email subject lines can boost your open rates by up to 50%. 

Validate Yourself With Commonalities

You’re a stranger to customers at the beginning of new interactions. Part of your sales processes should involve validating yourself to customers. You need to show them that you’re credible so that they can trust you and pay attention to your messaging.

Personalization strategies involve research to know your prospect inside and out. But any sales activity is between two parties─ your sales rep and your prospect. For conversions, your prospect also needs to know something about you.

Responses to your emails are likely to be higher if you can make recipients feel like they know you. Mention any commonalities that you share. Mention shared connections or experiences to break the ice and earn their trust. The more familiar you seem, the more likely you’re to receive a positive experience. 

Cut to the Chase With Short Sentences and Paragraphs

Your prospects are probably strapped for time. In most cases, they’re scanners rather than word-for-word readers. To reach your cold emailing goals, be brief and to the point.

Your readers should be able to figure out the purpose of your emails within the first paragraphs. Avoid fluffy introductory phrases that don’t add value to your prospects. Lengthy paragraphs may scare leads away and derail your lead generation efforts. Stick to short, concise sentences and avoid more than three sentences in a paragraph. Also, use white space to make it an easier read.

Have a Clear Cold Emailing Purpose

In any part of the sales pipeline, you need to provide value to your prospects. Value is what makes prospects open consecutive emails or return to buy your product. Make sure each email sent is meaningful and empowers your prospects. 

If you send purposeful emails, you train your prospects to open the next one. Consider offering freebies in your emails to make opening worth it. Attach a report, a guide, a free ebook, or a link to a helpful blog post. 

You need to state your purpose as early as possible to save your prospect’s time. They have pain points that you need to address, so drive your point as early as possible. Highlight your purpose and stick to it throughout your email. 

Start With Your Recipients Problem

CRM software helps you with tons of customer data so that you can personalize messaging. Part of personalization involves providing effective solutions to customers’ problems in your messaging. And if you want prospects to pay attention to your emails, you must highlight the problems you think they’re facing.

Make sure your product solves the highlighted issue. People relate to messaging that shows the potential of addressing their challenges. Highlighting their problem grabs their attention and urges them to continue to read. 

Offer a Solution to the Problem

Once you grab your prospects’ attention, you have to emphasize your product. Your prospect will be eager to find a solution in your product once you highlight their problem.

Emphasize how your product’s benefits and strengths match your prospect’s case. Also, mention any features that make your product better than the competitors. Maximize the engagement by showing how your product outshines other similar products in your industry. 

With a CRM tool, you always have customers’ data to inform your cold emailing messages. You can quickly establish a prospect’s challenge by looking at your sales funnel or pipeline. They’re likely to leave hints in your sales pipeline that can help you to establish their challenges. 

Present an Incentive

Incentives are fuel for many successful sales processes. You need hooks or lead magnets to generate leads. When you’re cold-emailing, incentives can be the difference between high and low conversions.

An incentive is something like offering users a free trial to enable. A free trial may encourage subscriptions because prospects have nothing to lose. They can try the product before committing to buy. 

Your prospects might not be in a buying mood after your pitch. An incentive is more recommended during a pitch because it inspires prospects’ actions. Often sales pitches don’t result in conversions, users lack first-hand experience with a product. 

Use One Clear Call to Action

Another valuable practice of how to write cold emails is wrapping up with a clear call to action. A call to action is asking your prospects to take a specific action. It helps prospects to join your sales pipeline so that you can nurture and convince them to convert. 

Make sure your call to action is persuasive enough to convince your prospects to do what you expected them to do when cold emailing. Your CTA could be asking your prospects to consume other content or upgrade their membership. A good CTA sums up your cold email intentions. 

How to Perfect Your Cold Emailing Strategy

Writing converting cold emails is a lot about putting your prospects’ needs ahead. Use customer data and create highly personalized messaging to increase conversion chances. 

Get your sales CRM software and avoid any guesswork that may hurt your email campaigns. Ease contact management and enjoy a visual sales pipeline to track your campaigns.


30-day free trial

Your Full Name
Company Name
Business Email
Choose a password

By clicking on Start Trial, you accept our Terms and Privacy

Should you have any questions or comments, please contact us

Try Onpipeline

See how a user-friendly CRM can help you organize your customers, manage the sales process, and track your activities.