LinkedIn is a powerful platform for making professional connections and growing your network. One way to leverage LinkedIn for business development is through cold outreach and emailing. Crafting an effective cold email requires strategy and finesse. In this comprehensive guide, we’ll cover how to write cold emails on LinkedIn that get responses.
Should You Send Cold Emails on LinkedIn?
Some people are skeptical of sending unsolicited emails to make connections on LinkedIn. However, done strategically, cold outreach can be an effective way to connect with potential clients, partners, or leads. Here are some benefits of cold emailing on LinkedIn:
- Allows you to connect with people you otherwise wouldn’t
- Lets you introduce yourself and share valuable information
- Provides a way to grab attention and stand out
- Can generate new business opportunities
The key is to avoid coming across as spammy or salesy. As long as your emails are personalized, thoughtful, and helpful, cold emailing on LinkedIn can be worthwhile.
How to Find Email Addresses on LinkedIn
The first step is identifying who you want to email and gathering their contact information. Here are some tips for finding email addresses on LinkedIn:
- Use the search bar to find people by name, company, job title, school, etc.
- Go to their profile and look for an email address in the “Contact Info” section
- Check their website or do a quick Google search to uncover their work email
- Use a Chrome extension like Email Hunter or RocketReach to find email addresses
- Purchase a LinkedIn Recruiter account to access email addresses
- Use guessing strategies like [email protected] or [email protected]
Take the time to gather accurate, direct email addresses rather than using the LinkedIn messaging system. Response rates are typically higher for personalized emails versus LinkedIn messages.
Craft an Appealing Subject Line
Your cold email won’t get opened if the subject line isn’t enticing. Aim to spark curiosity and lure the recipient to open your message. At the same time, avoid subject lines that are overly salesy or seem spammy.
Here are some strategies for compelling subject lines:
- Offer a useful resource or actionable tip
- Refer to a common connection
- Mention recent news related to their company
- Include a thoughtful question
- Follow up on a previous conversation
Test different subject line formulas and track open rates to determine what works best for your outreach. Subject lines with a sense of urgency and specificity also tend to perform well.
Personalize the Email
Personalized emails have a much higher chance of getting a response than generic templates. Take the time to craft each cold email for the specific recipient.
Here are some ways to personalize:
- Address them by their first name
- Reference a past position or employer
- Mention shared connections or groups
- Compliment their work or achievements
- Note companies you have in common
- Include interests or hobbies from their profile
A quick glance at their LinkedIn profile should provide plenty of fodder for personalization. This extra effort goes a long way in forming an initial connection.
Structure the Email Body Strategically
The body of your cold email needs to quickly communicate who you are, why you’re reaching out, and what you’re asking for. Follow a template that gets right to the point.
Here are the key elements to include:
Opening
The first 1-2 sentences should establish context on who you are and why you’re emailing them specifically. Refer to anything you have in common like a shared connection, company, school, or interest.
For example: “I noticed via our mutual connection John Smith that you work in corporate training at XYZ Company…”
Value Statement
Next, explain how you can add value or why this person in particular would benefit from connecting. Share a relevant resource, compliment their work, or reference a shared goal.
For example: “Given your extensive experience in leadership development, I thought you would be interested in this new research on improving manager effectiveness.”
Call to Action
Make a specific request to continue the conversation. Propose meeting for coffee, asking for a quick phone call, or posing an insightful question. Give them an easy next step.
For example: “Would you have 20 minutes to hop on a phone call later this week to exchange ideas on leadership training programs?”
Conclusion
Wrap up by appreciating their time, providing your contact details, and setting up follow-up.
For example: “I know you’re busy, so I truly appreciate you taking the time to consider my request. Please let me know if you’re open to scheduling a quick intro call. I’m available at [your phone number and email]. Either way, I hope to stay in touch on LinkedIn. Thanks again!”
Keep Emails Concise
When writing cold emails, shorter and more concise is better. Get to the point quickly within 3-5 sentences. Avoid large blocks of texts by separating your main points.
You want the entire email to be:
- 3-5 paragraphs max
- 4-6 sentences per paragraph
- 2-3 lines per sentence
Check that every word needs to be there to avoid unnecessary fluff. Use bullet points to break up text and highlight key information. White space improves scannability so recipients can grasp your message rapidly.
Add Value
Focus your cold email on how you can provide value, not just on what you want to get from the person. Offer something useful upfront to show you’re reaching out in good faith.
Here are some examples of value you can provide:
- Send a relevant article, ebook, or whitepaper
- Compliment their work or share feedback
- Give advice based on your expertise
- Offer to make an introduction
- Invite them to an event or webinar
- Suggest collaborating on an activity
When you demonstrate generosity without asking for anything in return, recipients will be more open to further conversation.
Follow Up Politely
Expect that many of your cold emails won’t receive a response. Don’t take it personally. Follow up in a professional, polite manner without coming across as pushy.
Here are some best practices for following up:
- Wait at least 1 week before following up
- Acknowledge you’re following up on an earlier email
- Recap quickly any value you offered previously
- Consider a different format (LinkedIn message, phone, etc)
- Remain patient and positive in tone
- If no response after 3 follow-ups, move on
Continued outreach to unresponsive prospects wastes time and can damage your brand. Follow up several times, then refocus efforts on more promising connections.
Leverage Email Automation
Manually personalizing and sending one-off emails can be time consuming. Email automation tools like Mixmax, Woodpecker, or Reply streamline the process.
Benefits of email automation include:
- Saved templates for efficiency
- Schedule emails to be sent at optimal times
- Email sequences and reminders
- Open and click tracking
- Integration with sales and CRM platforms
Look for a tool with LinkedIn integration that allows sending 50-100 emails per day without triggering spam filters. Test different emailing cadences to see what works best.
Optimize Your LinkedIn Profile
To boost the success of your cold emails, optimize your LinkedIn presence as well.
Make sure your profile:
- Has a professional headshot photo
- Includes your full work history
- Highlights key skills and achievements
- Features recommendations from colleagues
Also actively post high-value content, join relevant groups, connect with those you email, and leverage all of LinkedIn’s options for growing your network.
An impressive, memorable profile makes recipients more apt to connect with you.
Measure Results
To refine your cold emailing approach, meticulously track key metrics:
- Open rate
- Response rate
- Conversion rate to further conversations
- Quality of leads generated
- ROI of time spent emailing
Test different subject lines, messaging cadences, follow up sequences, and outreach approaches. Analyze the data to continually optimize who, when, and how you engage via cold email. Track progress over time as your strategy improves.
Conclusion
Cold emailing on LinkedIn can unlock promising new professional relationships outside your existing network. By focusing on value, personalization, and graceful persistence, you can make cold outreach work. Pay close attention to what messaging and targeting approaches get the highest response rates. With practice, you’ll master the art and science of effective cold emailing.
