7 C’s for Better Communication in Your Cold Email Campaign, Examples inside!

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Does your cold email have to be a repetitive template consisting of intro, benefit, social proof and CTA?

Probably yes. These elements are crucial for cold email, but you can always touch up your cadence with creativity. How? With the 7 C’s of communication, for example.

If you’re not familiar with them, the popular 7 C’s of effective communication provide a step-by-step program to create the perfect communication. By applying these rules the right way, you can create the precise plan for a successful cold email campaign. Let’s try it!

1. First of all, be clear!

The purpose of your cold email needs to be clear, starting with the subject line. For example, a direct opener could read something like: “Hello, I’m reaching out because … .” It should be easy for the recipient to understand your message. The basic format of intro, benefit list, social proof and call to action is effective. An unclear cold email will likely get deleted or marked as spam.

You’re doing it wrong:

Cold Email not clear

Get it right:

Cold Emails- be clear

2. Be concise – save storytelling for long cold emails

Instead of thinking in terms of hard word counts, focus on making your emails only as long as they need to be to get your point across. Don’t give unnecessary information or repeat the same points. Try to eliminate conjunctions such as “for instance” and replace it with other words like “definitely.” Tools such as WordCounter can help you determine where to trim some fat.

Cold email campaigns often consist of seven or eight separate emails, so follow-ups should be even more concise. Give relevant updates or a quick reminder of what you’re offering, but don’t rehash the first email.

You’re doing it wrong:

Cold Emails- save storytelling

Get it right:

Cold Emails be concise

3. No BS – be concrete

The entire cold email should be aligned with the call to action. When your CTA is concrete, the rest of your message can flow naturally into it . If you want a demo, your call to action is “Can we schedule a quick 15-minute call?” No need to go around it. When customers are clear about how to respond (yes or no question!), you’re more likely to hear from them.

You’re doing it wrong:

Cold Emails- be concrete

Get it right:

Cold Emails no BS

4. Get your grammar straight – be correct

Tools like Grammarly can help you to find mistakes in grammar, spelling and punctuation that can lead your prospects elsewhere. You can reduce the risk posed by these kinds of errors by purchasing the domain name of all possible misspellings of your company’s name and redirecting them to your home page. Although the Snickers misspelling campaign was intentional, it serves as an example of how significant errors can be.

5. Be coherent – one goal in cold email is enough!

Keep the flow of your cold email logical and in the spirit of WIIFM (What’s In It For Me?). There should be a clear line connecting the customer’s problem to your solution. Make sure you’re sticking to one point at a time, and separate new ideas by creating new paragraphs. Try the pain-dream-solution approach, where you identify the pain your prospect is experiencing in the first sentence, make the next sentence about the ideal or dream scenario, and end with a sentence about how your product or service provides the solution. Perfect for long cold emails!

You’re doing it wrong:

Get it right:

6. Don’t miss anything – be complete

If potential customers don’t have all the information they need to consider your offer, they probably won’t. Be sure to include all the necessary sales email elements, such as a compelling intro, a clear statement of benefits, social proof and an effective call-to-action. Send a test email to your workmates and ask if they can understand your message and if it’s lacking any information.

You’re doing it wrong:

Get it right:

7. Being courteous is always trendy

Use titles such as Mr, Mrs, Doctor or Professor as necessary, although most of your prospects are just cool guys. Be sure to use positive words and an amiable tone. Make sure that you keep the recipient’s viewpoint in mind while you’re composing the cold email. Remember to stay respectful of cultural differences. Say please when making a request, and thank the prospects for their time. You don’t have to be highly formal, but basic manners always make a good impression.


Once your cold email draft is done, you can run it through tools such as MailMentor or the Advanced Marketing Institute’s Emotional Marketing Value Headline Analyzer,  and just for fun make sure if it’s the best as it can be before hitting send.
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