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Selling domain names to end users: How to prevent your cold emails from being classified as spam?

Are you sick and tired of acquiring lists full of potential, high-quality leads, coming up with a cold emailing plan, and having no one respond? And what if you reach out to them again, will it be awkward? Has all of the hard work and research you put into acquiring those email addresses gone to waste?

Domain brokers and investors, just like any business in any other industry, should embrace cold emailing as it is a fantastic way to convert prospects into end buyers, but only if you carefully put together your message. To help you prevent your cold emails from being classified as spam, Forster Perelsztejn, Head of Acquisition at Prospect.io, talks about the best practices for sending “cold” sales emails and gives the best advice on how to provide maximum value in your sales emails.

What are the best practices for sending “cold” sales emails?

There are a lot but the main idea is that you should make it all about the prospect and their challenges, and make it short and easy to respond. There should typically be 5 main functions/elements:

  1. Grabbing the attention of the reader
  2. Stating why you’re reaching out and, why to them specifically
  3. What’s in it for them aka why they should care
  4. Credentials aka why they should trust you
  5. A clear call to action that’s easy to respond to

What are the best ways to improve the response rate for “cold” emails?

Show you’ve done your research. It’s easy to personalize with names, any automation software can do that. Push it one step further with info you could only have found through manual research.

Subject lines are the first key to prospecting (or the stop signals that make prospects send emails to spam). What is your advice, what is the best way to write an “opening” subject line?

There’s a whole lot of data going around about subject lines, advice about making it short and super impactful, etc… what we’ve found after analyzing a couple of million emails our customers sent using the platform is that short (29–45 characters) subject lines tend to underperform compared to very short (3–12 characters) or very long (98–111 characters) subject lines.

It has nothing to do with the number of characters. The short ones work well because they’re impactful and the long ones work well because they’re very specific and that’s what matters here. So long as you avoid spam words and spammy phrases and make it highly relevant, your emails are going to get opened.

What are the most effective things to say in a follow-up email?

The real question here is: why would I need to follow-up? The answer is you’re following up because your prospect hasn’t made (or communicated) a decision. So your follow-up emails should provide information and valuable content that will help them reach a decision and evaluate if what you’re presenting them could bring value to their company. Typically you’re going to want to present success stories, case studies, testimonials or pieces of content that illustrate how your solution could bring value to them.

How many follow-up emails are acceptable?

Again, the question here is not “How many emails should I send?” but “Am I bringing value in every email I’m sending?” One of our customers has a sequence made of 9 well-crafted emails. You could send as many as you want but after 5 emails it becomes pretty clear that if they haven’t responded, they’re probably not interested.

So go crazy on follow-ups and bring free value to your prospects.

There are people who say cold emails are dead and you should rely on inbound only. What are your thoughts on this?

If that was the case, companies like Prospect.io and every competitor in the field wouldn’t have customers paying every month for their services. People are still reading their email and if they’re being sold something they actually need, they’re not going to turn it down just for the fun of it. We have several clients with big sales teams using cold email every day to reach new potential customers, and they actually make bank.

Sure, people don’t read every email with their full attention like in 1997, but that’s what following up is for.

How did you come up with the idea for Prospect.io? What was the hardest thing to achieve with the project?

Prospect.io started as a Chrome extension email finder that our founder/CEO developed to sell another product for his previous company. The emailing part was a natural next step; having the email addresses wasn’t enough, he needed to be able to email these people at scale and so the cold emailing tool was born.

How does Prospect.io improve the work of a salesperson? Who is it best fit for?

Prospect.io was clearly developed to make the first steps of the sales process easier so the target is clearly sales reps because they’re the ones on the front line getting in touch with potential customers to set appointments, whether they’re passing the lead on to an account manager or taking it on themselves if they operate in a smaller company.

Prospect.io’s goal is to increase productivity by removing the tedious manual work out of prospecting, from finding email addresses to sending scalable and personalized email campaigns to various segments of prospects. One of our customers said that they saved 30 hours per month using Prospect.io instead of doing everything manually.

In the domain industry, there is that common opinion that reaching out to a prospect lowers your negotiating power, lowers the price you can demand because you reached out first. Would you agree with that?

I don’t think the domain industry is any different than any other industry with goods/services without a fixed price. Hopefully, if you’re good at your trade, you’ll be able to demonstrate the value of buying this or that domain and you’ll be able to quote a price that matches the value that is perceived by the client. And if they see the value, they’ll pay the asking price.

Image source: ungerboeck.com

I think it’s Grant Cardone who says that price is a myth. People, of course, will buy at the lowest price but what they’re really after is value and if you’re able to show value, they’ll pay whatever’s necessary -to an extent. One other thing he says that I find interesting is that you mustn’t mistake objections with complaints. People will complain about the price but that doesn’t mean they’re not going to pay it, so your first move shouldn’t be to reduce the price when prospects complain about it. Acknowledge that, yes, it’s expensive, and then move on.

Can anyone become good at sales or is it a talent?

Some people have a natural talent for sales but, like a bunch of other things, it’s a skill that can be learned and mastered. Some sales training companies have been around for a while and have helped companies improve the quality of their sales force.

Everyone says you should personalize emails but we all know that’s very hard with large numbers. What are your tips on that?

The key to personalization at scale is doing the right research and segmenting. You can have a list of 2000 companies but if you manage to segment them not only by classical criteria like industry or location but also by specific features they might have in common like their number of employees, awards they might’ve gotten, money they might’ve raised, you can get a pretty good level of personalization. But most of all, make sure your email is relevant; don’t sacrifice relevance for over-personalization.

What is next for Prospect.io?

At the moment we’re focused on developing new features to keep helping our customers improve productivity and cover more aspects of the sales process. For example, we recently released an all-new dashboard that allows users to have an overview of everything that’s going on in their account, which makes for better planning and teamwork. We also improved the way campaign performances are displayed so users can quickly make decisions to improve

We’re also working on going upmarket and offering personalized plans for bigger, enterprise-type clients!

Connect with Forster Perelsztejn, Head of Acquisition at Prospect.io

We hope this will be of use to you in the process of going through the cold emailing process. If you have any questions, need any help in a proactive approach to domain sales, book a free consultation at SuperLander and be in control of the activity you receive for the domain names under your management. We are always happy to hear from you.

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