In the world of cold email prospecting, it’s wildly popular. It’s often the one that is cited on those landing page ads that scream “This email helped me land a million-dollar deal.” or “This is the secret to writing one email to land a conversation with anyone.” It’s the “are you the appropriate person?” email template.
But here’s the real, unvarnished truth. This technique does not work in 90%-plus of cases. It’s outdated, overused and, as I’ll explain in a moment, likely to annoy people a lot and put you – and your company – in a very poor light. If it ever makes it out of a spam filter at all that is.
The Appropriate Person Cold Email in a Nutshell
The basic format of the appropriate person cold email looks like this:
Subject: Appropriate Person?
I wonder if you could direct me to the person in your organization responsible for [buying something that is usually not directly related to their job]? My company offers the world’s best [thing that they don’t really care about] it would really be to your advantage to hear more about it.
I am going to be in your area next week and would like to meet with you or the appropriate person.
A. Lazy Guy
Notice the signature? That’s exactly who the author is, and that is how they will come across to almost anyone who opens this email. Because it immediately conveys some not so great things about the sender and their product/offering.
1) They were too lazy to go to Linkedin, Glassdoor or another similar site and look for the right person. Or worse still too lazy to actually check the company’s website either, and they expect the recipient to do the hard work for them.
2) They are too lazy to try to even bother to introduce themselves, their company or their product properly. They just heard that this template worked. And guess what? Because it’s so overused the chances are that the recipient has seen it all before and will hit delete before they get past the third sentence, even if it really IS the best product or service in the world.
3)The fact is that the email may never get to the opening stage in the first place. Spam filters are getting wise to fact that people really don’t like this email approach and some – especially Gmail and Gmail based company email servers – are beginning to filter them out automatically.
So what should you be doing instead? The basic appropriate person email template fails to capitalize on the most powerful conversation-starting tactic available: Proving you’ve done research on the prospect. Showing you’ve done homework on the prospect takes you into top 10% range.
When you demonstrate “I did my homework” your message isn’t perceived as spam. It’s also not targeted for removal by spam guard systems and machine learning tools!
From this point you can go a little deeper, talking about your clients, listing benefits, positioning yourself as a problem solver … and asking for a conversation rather than a formal meeting.
Cold email templates do serve a purpose. They help you customize — not send — faster. Or at least they should. So, by all means, use one as a guide but make sure that you personalize your templates, adding information that:
- Proves you’ve researched the prospect
Provokes a reply inviting a discussion
Do this and yes, an email template can boost your cold email success.
Want more cold email wisdom and advice from someone who used it to build a six-figure agency in just a year? Then check out my latest course here.