How To Tackle Cold Email Pitching When You Don’t Speak The Language
On the surface, cold emailing has a bit of a bad reputation.
Pitch or cold emails can get labeled as “spam.” Especially if they come from someone outside your native language who clearly doesn’t use professional translation services , based on the copy they have used to reach out to you.
In addition to being labeled as spam, business emails also face the problem of having notoriously low open rates. According to an IBM marketing benchmark report in 2018, for overall global locations, digital marketing email open rates sit at an average of 22.8 percent. The overall amount of people who click through the email is just 3.5 percent.
Cold emails fare better. These differ from marketing emails in that they’re non-graphics-oriented emails sent to someone you have no prior connection to.
An article in Fast Company detailed a cold email experiment in which the writers sent out 1,000 cold emails. 293 of those bounced back, but the remaining 707 emails had a 45.5 percent open rate. 12 people out of just over 700 emails replied. However, if you’re looking for that one big contract, that’s 12 contacts you didn’t have before.
Since you can make templates that you send to many people, these emails don’t take long to create. In short, marketing, pitch, cold or sales emails are the simplest ways to reach the highest volume of people. That’s why companies keep using them.
If you do business in multiple markets with different languages, writing a cold email can come with its own set of complications. Below you can learn how to write an email and how to pitch in a way that will get the most responses. We’ll also cover how best to work with a translation agency if you need that cold email translated into another language.
The Basics of a Cold Email Pitch
As touched on above, a cold email pitch is simply an email you send to someone you have no prior connection to. It’s a way to reach out and start a conversation.
In the business world, a cold pitch is typically sent when you have some sort of mutual benefit both of you could share. Perhaps you have a skill you can offer that company or are looking for information, for instance.
Cold emails differ from sales and marketing emails. Marketing emails have more color and graphics. They’re basically ads in your inbox. Marketing emails look like this:
Cold emails are more geared towards setting up a partnership, finding out information or selling a service in a business to business (B2B) setting.
Read on to learn the specifics for how to write a pitch and create some really good emails.
1 Make an Email Title
Start by deciding what you will put in the title line of the email. This is the first thing people see when they get an email, so it really matters. What you put in the headline can make the difference between recipients opening the email and not.
A cold email subject line should be quick and casual. The Fast Company study went with two titles : “Quick Question” and “15 Second Question for Research on Annoying Emails.” “Quick Question” had 66.7 percent of the total replies, while the long title had 33.3 percent of the total replies.
2 Craft the Email So That You Sound Real
The email text should ideally sound like two business partners getting together for lunch. Write the email to be as natural and to-the-point as possible.
As an example, here’s that cold email template from the Fast Company study again:
Notice how short and sweet it is. It reads like a friendly colleague checking in for information.
3 Keep Your Pitch Brief
Use only a few paragraphs. Ideally, each paragraph should be one to three sentences long.
In general, craft the email so it’s easy to skim. It can also help to use bullets or bold a main point.
4 Use Creative Writing Techniques
Don’t be afraid to get descriptive in your email. You don’t have to sound like a robot.
Tell a very short story of how your services helped someone. Or outline specific facts in detail. Paint a picture about how both of you can benefit by responding to the email.
Overall, keep it short!
5 Use Psychology When Writing Your Pitch
Start looking up psychological tricks for connecting with people through email, and you’ll never run out of things to read!
For instance, use the person’s name in the salutation line. It’s more personal.
Along similar lines, you can also read more little hacks for your marketing emails in this helpful article .
6 Use Psychology When Writing Your Pitch
Include links to your website or LinkedIn page. Let people have a way to learn more about you to form a better connection.
7 Include Follow-up Details
You might end on a note stating, “Thank you for considering this opportunity,” then specify a time you will follow up.
You can also use a follow up email template. These are very simple and only need to be something along the lines of, “I’m writing to follow up on the offer I mentioned on [X date]. Can we set up a time to discuss this opportunity in more detail?”
8 Know How to End an Email Professionally
End with something along the lines of “regards” or “I look forward to hearing from you.”
Include your full name and contact information in the email signature.
Using Professional Translation for Your Cold Email
If you’re sending your email campaign to a market with a different language from your own, hiring a translation service will be crucial. Since a cold email needs to inspire people to action, you need to make sure you’re connecting with other cultures in the most appropriate way.
A good translation company will know how to balance translating the language itself with localization and transcreation.
Localization refers to the part of the translation that takes cultural context into account and makes sure the message moves well into its new location.
Transcreation is the process of making sure a message keeps its original tone and intent, despite major changes to the way that the information is presented. This matters more than ever in an email campaign. People still need to understand the original message.
To get the best out of a translation service, make sure you ask about the company’s background and the specific translator that you will be working with. Find a translator who is experienced in translating email marketing campaigns in order to maximise the success of your pitch.