II - Setting Objectives for Cold Emails

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At Icebreaker we have spent hundreds of hours understanding how cold emailing works.
We went from approximately 15% open rate to 60% and increased the click rate by 20%. Not bad, huh?

We decided to create a series of educational content about cold emailing to share all the hidden gems. We’ll start with the basics and gradually cover more advanced topics as the series progresses.

Following the last post, I need to underline how crucial it is to set clear objectives before hitting send. Without well-defined goals, your cold email campaigns can lack direction and fail to drive the outcomes you want.

In this post, I’ll try to explain how to identify and set objectives for your cold emails, focusing on three common goals: booking meetings, generating leads, and gathering feedback.

Trust me, understanding these objectives will help you create emails that not only get responses but also support your overall strategy.

Why Setting Objectives Matters

Setting objectives gives your cold emails a purpose, guiding the tone, structure, and content. When you know exactly what you want to achieve, it’s easier to craft a message that resonates with your recipient and prompts them to take action. Each objective requires a different approach, so understanding your goal from the start helps you tailor your message effectively.

Remember GOAL = RESULT. If you aim to book meetings, you need a compelling reason for the recipient to invest their time. If your goal is to generate leads, your email should emphasize the value proposition of your product or service. And if you’re gathering feedback, you need to present a case that encourages the recipient to share their thoughts.

Now one by one.

1. Booking Meetings

Booking meetings is one of the most common objectives for cold emails. Whether it’s a sales call, product demo, or introductory conversation, the goal here is to get the recipient to commit to a specific time for further discussion.

Tips for Setting a Meeting Objective:

• Offer a Clear Value Proposition: When asking someone to commit their time, you need to clearly explain what they’ll gain from the meeting. Whether it’s a solution to a problem they’re facing or an opportunity to explore a mutually beneficial partnership, the value must be evident.
• Be Specific About the Time Frame: Suggesting a few time slots can increase the chances of booking a meeting. For example, “Would you be available for a 15-minute call on Wednesday or Thursday?”
• Keep the Commitment Low: Asking for a brief 10-15 minute call is more likely to get a positive response than requesting an hour-long meeting upfront. Once you establish the connection, you can always extend the discussion.

Example Cold Email for Booking a Meeting:

“Hi [Recipient’s Name],
I noticed that [Company] has been expanding into [specific area], and I think I have some insights that could help accelerate your growth. I’d love to schedule a quick 15-minute call to share a few strategies that have worked for similar companies in your industry. Would Wednesday or Thursday morning work for you?
Best regards,
[Your Name]”

The objective here is clear: to schedule a call. The value proposition is also evident—offering insights related to the recipient’s industry growth.

2. Generating Leads

If your objective is to generate leads, your cold email should focus on introducing your product or service in a way that captures interest. The goal is to pique the recipient’s curiosity enough that they want to learn more, ultimately converting them into a qualified lead.

Tips for Setting a Lead Generation Objective:

• Highlight the Benefits Early: Your email should quickly explain how your product or service can solve a problem or improve the recipient’s situation. !IMPORTANT Instead of merely describing features, focus on the benefits and outcomes.
• Use Social Proof: Mentioning well-known clients or successful case studies can add credibility to your email and increase interest. If similar companies have seen value in your offering, the recipient may be more inclined to explore further.
• Include a Strong Call-to-Action (CTA): Make it easy for the recipient to take the next step, such as scheduling a demo, downloading a white paper, or signing up for a free trial.
  Provide something for free. Everyone loves free stuff.

Example Cold Email for Lead Generation:

“Hello [Recipient’s Name],
I’m reaching out because [Your Company] has helped companies like [Similar Company] boost their lead conversion rates by over 30% using our [specific solution]. Our platform is designed to integrate seamlessly with your current tools, making the process simple and effective.
I’d love to share a case study that shows exactly how we achieved these results. Would you be open to a brief chat to learn more?
Best,
[Your Name]”

The focus here is on generating interest by showcasing the value of your solution, backed by results from a similar company. The CTA invites the recipient to take a small step towards larger engagement.

3. Gathering Feedback

Don’t forget that sometimes the primary goal of a cold email isn’t to sell or book meetings but to gather feedback. This can be valuable for understanding your target audience’s pain points, improving your product, or validating a new idea. When your objective is to get feedback, you need to position your email in a way that encourages the recipient to share their thoughts.

Tips for Setting a Feedback Objective:

• Ask Specific Questions: Broad questions like “What do you think?” may not yield useful responses. Instead, ask targeted questions that will give you actionable insights, such as “What challenges do you face with [specific task]?”
• Provide Context: Explain why you’re seeking feedback and how their input will be used. People are more likely to respond if they know their feedback could influence a product they might use.
• Offer an Incentive: If possible, provide an incentive for their time, such as a discount on your product, early access to a new feature, or a small gift card.

Example Cold Email for Gathering Feedback:

“Hi [Recipient’s Name],
I’m reaching out because we’re currently developing a new tool aimed at making [specific task] easier for companies like yours. We’d love to get your thoughts on the challenges you face with this process and any features you’d like to see in a tool designed for it.
As a thank-you, we’re offering early access to the beta version once it’s ready, as well as a 20% discount for your first year. Would you have a few minutes to share your insights?
Best,
[Your Name]”

This email clearly states the objective of gathering feedback, explains the reason for reaching out, and offers an incentive for participation.

Combining Objectives

In some cases, your cold emails might aim to achieve more than one objective. For example, you could start by asking for feedback but also suggest a follow-up call to discuss the insights further. However, be careful not to overwhelm the recipient with too many requests. Focus on one primary objective and add a secondary one only if it naturally fits.

Conclusion

Setting clear objectives for your cold emails is a fundamental step in creating effective outreach strategies. Whether you’re aiming to book meetings, generate leads, or gather feedback, having a well-defined goal allows you to create tailored emails that resonate with your recipients and drive action.
Just sit down for a minute or two, set your objectives, your primary goals and try to build the email around it.

Good luck with your outreach, and happy emailing!

P.S. We have created 50 templates for several occasions that you could use for FREE.
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