Cold emailing has been around for years. Entrepreneurs use cold emails to reach out to potential business partners and even clients. While cold-emailing works for some, it fails for many others because they approach it all wrong. In this article, Mauvelli will show you how you can work cold emails into your fashion expansion strategy and get results.
So what if you can not write? You can outsource it to a reputable fashion business and communications company like Mauvelli or you can dig in and learn the ropes. Either way, we are rooting for you! Let’s get down to business.
What is a Cold Email?
A cold email is an email that is sent without prior permission from or contact with the recipient. It is usually sent to get the recipient to take any action that the sender desires. With cold emailing, you have no prior relationship with your audience and so there is a huge chance you will get no response to it except you get it right.
A cold email is nothing like a spam email that is sent to multiple recipients at a time without research. Cold emails usually require you to research the recipient to ensure the email is relevant to them.
As a fashion entrepreneur, you can use cold emails to reach out to other entrepreneurs for partnerships. Through these emails, you can get collaborations or even new business partners to run your fashion brand with.
Sending a cold email can be scary, especially for startup fashion businesses. You don’t know if your email will be responded to or even opened by the recipient. But, the only way to get comfortable with cold emailing is by doing it. Let’s get you started on writing effective cold emails.
Ways to Write an Effective Cold Email
1. Tailor the Message to the Recipient
Making the email personal is the most important thing you can do in cold emailing. As a fashion entrepreneur, you need to research the recipient thoroughly. Find out what interests them and what they want. This way, you can tailor your email to suit them.
Make the email personal based on the indepth research that you must have done before writing#1
With a little research, you can find out the name they prefer to be called and use that in the email. From the get go, you should also make it clear why you are emailing them instead of any other person. This makes them see that you value them, you’ve done your research and you know what you want.
Also, try to use the word ‘you’ instead of ‘I’ as often as possible. Resist the urge to write out a long list of your achievements, but instead focus on them. Let them know you emailed them intentionally because you need their help specifically.
2. Build Trust
With cold emailing, you’re a stranger to the recipient. You might have done a lot of research about them but they know nothing about you. This means that you need to show them that you are credible and they can trust you.
As much as possible, find common grounds between you and the other person. If you know someone in common with them, let them know. Also, if you have any authority or have done anything in the past that is relevant to the recipient and your request, mention it. If you have met them in the past, remind them of it and let trust be built from there.
If you know someone in common with them, let them know.Important!
Use whatever commonalities that you have as a way to gain trust with the person. Limit this to a line or two in your email. Ensure that you include links to your LinkedIn profile and other credible sites that show your authenticity.
3. Solve a Problem for Your Audience Give Them Something They Want
Make it clear that you are offering a win-win with your cold email. People want to know if they will also benefit from giving you the favour you are requesting.
You might have found a major pain point for your recipient during your research. If this is so, you can offer a way to solve the problem for them or highlight a solution for them. This is sure to catch their attention because everyone loves a problem solver.
For example, if you saw on social media that they cannot find the right type of footwear to suit their taste and your fashion brand creates such footwear, you can let them know your brand provides a solution to their need.
If you, however, have no solution to bring to them, you can give them something they want. You can find out something they might want and offer it to them, give linkbacks to their site or works or split the benefits of the favour that you are requesting with them. But, whatever it is that you choose, make sure it is appropriate for strangers and not offensive.
4. Keep it Short and Simple
Most likely, the recipients of your cold emails are busy people, hence the need to keep your email short and simple. Go straight to the point and make what you want clear to them from the start. There’s nothing as bad as a long and windy cold email.
Make the email as natural as if you were speaking to the recipient in person. Don’t give out unnecessary information or use too many words in your email. You want to make sure the recipient understands what your email is about without exerting too much mental energy.
If it’s a photography brand and you will like to collaborate with them to shoot your newest fashion collection, let them know. Also, let them know what they will benefit from collaborating with your fashion brand.
5. End with a Call-To-Action and Be Appreciative
Always make sure that your email ends with a request or a call-to-action (CTA). You need to make sure that they know what the next step should be if they want to partner with you. Do not leave them guessing. If you don’t tell them what you want them to do, they won’t know you are expecting a response.
Your CTA should include a request or question and not leave them to sort out the details of what next to do. For example, instead of saying, “Let me know if you want to meet up.”, say, “I can meet on Tuesday or Wednesday between 8 and 11 am. If this doesn’t work, let me know what does and I’ll be there.” This makes it easier for them to know the next steps and respond to your email.
Afterwards, express gratitude for their time and help. Don’t just say, “Thanks”, say something like, ” Thank you very much. I am truly grateful.” This little gesture will trigger the recipient to respond to you better.
6. Follow up
Do not assume the person is not interested if they don’t respond to your first email. They might have forgotten about it or it could have gotten lost in their inbox. Never give up on a prospect because you didn’t initially get a response from them.
After your initial email, send follow up emails. You could send up to 3 follow up emails and to ensure that they see your message.
Let us know what your experience is with cold emailing is in the comments section. We’d love to hear from you.
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