Cold Emailing

Secrets de prospection : rédigez des colds emails qui obtiennent des taux de réponse de plus de 20 %

Mihaela Cicvaric
LAST UPDATED
June 21, 2024
READING TIME
7 min.

Si vous souhaitez obtenir des réponses positives de la part de vos prospects et ouvrir de nouvelles opportunités commerciales, votre mail doit se démarquer et apporter de la valeur.

Mais comment rédiger des cold emails qui attirent l'attention des prospects et augmentent vos taux de réponse ?

La séquence envoyée par Pierre, responsable de la croissance @ Cinq bureaux, a obtenu un taux de réponse de plus de 23 %, avec plus de 15 réunions réservées et un taux de conversion de plus de 70 % ! 😱

Voyons comment il s'y est pris, afin que vous puissiez appliquer la technique à votre entreprise et réserver plus de réunions.

Structure de cold email qui obtient des taux de réponse de plus de 23 %

L'e-mail que Pierre a envoyé à ses 246 prospects était la 3e étape de sa séquence de mails en 7 étapes.

Objectif ?

Trouver des entreprises disposant d'espaces de bureaux inutilisés et prêtes à les monétiser en les partageant avec d'autres entreprises.

Cible ?

PDG ayant des bureaux à Paris et comptant au moins 2 employés.

Alors, comment la sensibilisation de Pierre a-t-elle obtenu un taux de réponse aussi élevé ?

Passons en revue sa structure de cold emails et rédaction ensemble :

#1 La ligne d'objet met en évidence le résultat souhaité, ce qui incite vos prospects à ouvrir et à lire votre e-mail pour trouver une solution.

#2 Si vous ne voulez pas être trop formel ou trop décontracté dans votre message d'accueil, « Bonjour » suivi du nom du prospect est toujours l'option la plus sûre.

#3 Pierre attire l'attention des prospects dès le départ en leur montrant immédiatement ce qu'il y a à gagner, sans trop de fioritures.

#4 La ligne d'introduction est hyperpersonnalisée et met en évidence les points faibles des prospects afin qu'ils puissent s'identifier dès le départ et rechercher la solution.

#5 Le problème se transforme en victoire, en partageant les avantages et en donnant aux prospects une raison de répondre.

#6 La prochaine étape est claire : il s'agit de s'assurer que les prospects savent comment obtenir la valeur de la manière qui leur convient le mieux.

#7 L'approbation est simple et neutre, garantissant que la conversation se termine sur un ton positif et motive le prospect à passer à l'action.

Le résultat de la séquence

Taux d'ouverture : 66,67 % +

⬇️

Taux de réponse : 23,58 % +

⬇️

Réunions réservées : 15+

⬇️

Taux de conversion : 70 % et plus

⬇️

Revenus générés

80 000 dollars dans le pipeline

Cet e-mail leur a permis de rencontrer en personne en une journée un PDG de premier plan et de bénéficier d'un flux infini d'opportunités de vente qualifiées !

Le cold emailing nous a permis d'obtenir des prospects que d'autres canaux tels que Ads, SEO ou WOM n'auraient jamais pu attirer. - Pierre Harington, responsable de la croissance chez Fiveoffices

Principaux points à retenir

Alors, que devez-vous garder à l'esprit si vous voulez des résultats identiques ou même meilleurs que ceux de Pierre ?

  • Prenez le temps d'apprendre à connaître votre client et ses données. Plus vous en saurez sur vos clients, plus il vous sera facile de personnaliser votre communication et de mettre fin à cette tendance.
  • Utilisez des variables : cela vous aidera à personnaliser votre campagne de prospection à grande échelle et à montrer à vos prospects que vos e-mails ont été écrits spécialement pour eux et non envoyés en masse.
  • Fiez-vous à la psychologie comportementale : plus vous savez comment le cerveau humain prend des décisions, plus vous pouvez prévoir le comportement des prospects. Pierre recommande vivement de lire « Influence » de Robert Cialdini.

P.S. Si vous souhaitez appliquer les conseils de Pierre, vous pouvez le faire avec lemlist.

Dans le cadre d'un essai gratuit de 2 semaines, vous pouvez reproduire tous les conseils en utilisant des éléments personnalisés qui feront ressortir votre audience et vous apporteront des taux de réponse de 17 à 30 % !

Mihaela Cicvaric
Content Marketing Manager @ lempire | Sharing everything you need to get replies to your cold emails
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G2 Rating
Price
Best for
Standout feature
Con
4.9
star
star
star
star
star
$30/mo
$75/mo
$2,999/mo
Large, distributed sales teams
AI evaluation precision, gamified KPIs
Lack of tracking system
4.6
star
star
star
star
star-half
Not publicly available
Sales operations and finance teams
Powerful configurability
Limited training resources and complex to navigate
4.4
star
star
star
star
star-half
Not publicly available
Mid-market and enterprise businesses
Comprehensive incentive management
Potentially high cost and steep learning curve
4.7
star
star
star
star
star-half
$15/user/mo
$40/user/mo
Enterprise: custom price
Complex sales structures and businesses of all sizes
Complex sales structures and businesses of all sizes
Steep learning curve
4.6
star
star
star
star
star-half
Not publicly available
Collaborative teams
Connected planning
Complexity and steep learning curve
4.6
star
star
star
star
star-half
Not publicly available
Companies with complex sales structures
Complex incentive compensation management (ICM) with high efficiency and accuracy
Complexity for smaller teams and potentially high costs
4.7
star
star
star
star
star-half
Not publicly available
Companies who want to automate commission calculations and payouts
Simplicity and ease of use
Lack of features like redirection
4.7
star
star
star
star
star-half
$30/user/mo
$35/user/mo
Custom: upon request
Businesses that need a comprehensive and user-friendly sales compensation management software
Ease of use and adoption
Lack of ability to configure the product based on user needs
4.8
star
star
star
star
star-half
Not publicly available
Companies with modern sales culture and businesses who want real-time insights
A built-in dispute management and real-time visibility
Users say it works slowly, customer support is slow
4.9
star
star
star
star
star
$30/user/mo
$50/user/mo
Smaller sales teams
Powerful automation
Lesser user base and average user interface
4.7
star
star
star
star
star-half
Not publicly available
Companies with scalable needs
Automated Commission Calculations
Lack of filtering by date, no mobile app
ERP vs. CRM
ERP
CRM
Summary
Backbone of a business's internal operations.
Backbone of customer-centric interactions and operations.
Goal
To centralize and streamline core business processes in a company.
To increase customer experience, satisfaction and loyalty, and boost sales.
Focus
Internal operations and processes across departments (finance, accounting, inventory, supply chain, HR, and sales).
All interactions with leads and customers.
Manages
Internal business data like financial data, inventory levels, production details, supply chain, HR info.
All customer data like contact info, purchase history, communication history, customer preferences and more.
Users
Finance, accounting, operations, supply chain, and HR departments.
Customer-facing teams like sales, marketing, and customer service.
Benefits
Streamlines operations, improves data accuracy, enhances decision-making, boosts collaboration, increases productivity.
Improves customer relationships, increases sales, strengthens customer service, personalizes marketing campaigns, provides insights.
Price
$150 per user per year on average.
$10 to $30 per user per month on average.
PRM Tool
Rating
Feature
Pro
Con
Mobile App
Integrations
Free Plan
Pricing
4.65
star
star
star
star
star-half
Org-wide alignment
User-friendly layout and database
Suboptimal as a personal CRM
square-check
Lack of tracking system
square-check
Team: $20/month
Business: $45/month
4.7
star
star
star
star
star-half
Social Media Integration
Easy contact data collection
No marketing/sales features
square-check
Lack of tracking system
square-xmark
7-day trial
$12/month
4.75
star
star
star
star
star-half
Block Functions
High customization capability
Not a dedicated CRM
square-check
Limited
square-check
Plus: €7.50/month
Business: €14/month
N/A
Open-source
Open-source flexibility
Requires extensive manual input
square-xmark
Limited
square-check
Self-hosted
$9/month or
$90/year
3.1
star
star
star
Simple iOS app
Ideal for non-tech-savvy users
iPhone only
square-check
iOS only
Limited
square-xmark
1-month trial
$1.49/month or
$14.99/month
3.6
star
star
star
star-half
Smart Contact Management
Feature-rich and flexible
Reported bugs
square-check
Rich
square-xmark
7-day trial
Premium: $13.99/month
Teams: $17.99/month
4.4
star
star
star
star
star-half
Customizable Interface
Customizable for teamwork
Pricey for personal use
square-check
Rich
square-xmark
Standard: $24/member
Premium: $39/member
4.7
star
star
star
star
star-half
Integrated Calling
Integrated Calling
Too sales-oriented & pricey
square-check
Rich
square-xmark
14-day trial
Startup: $59/user/month
Professional: $329/user/month
4.8
star
star
star
star
star
Business Card Scanning
Business Card Scanning
Mobile only
square-check
Limited
square-check
$9.99/month
4.45
star
star
star
star
star-half
160+ app integrations
Comprehensive integrations
No free app version
square-check
Rich
square-xmark
14-day trial
$29.90/month or
$24.90/month (billed annually)
Capterra Rating
Free Trial
Free Plan
Starting Price (excluding the free plan)
Maximum Price (for the most expensive plan)
Best for
4.5
star
star
star
star
star-half
square-check
14-day
square-check
€15/month/seat billed annually
€792/month/3 seats billed annually + €45/month for each extra seat
Versatility and free plan
4.2
star
star
star
star
square-check
30-day
square-xmark
But it offers reduced price to authorised nonprofit organisations
€25/user/month
€500/user/month billed annually (includes Einstein AI)
Best overall operational CRM
4.3
star
star
star
star
star-half
square-xmark
square-check
Limited to 3 users
Comprehensive incentive management
€52/user/month billed annually
Small-medium businesses and automation
4.5
star
star
star
star
star-half
square-check
14-day
square-xmark
€14/seat/month billed annually
€99/seat/month billed annually
Sales teams and ease of use
4.1
star
star
star
star
square-xmark
square-check
Limited 10 users
$9.99/user/month billed annually
$64.99/user/month billed annually
Free plan for very small teams up to 10
CRM goal
Increase the sales conversion rate for qualified leads from marketing automation campaigns by 10% in the next 6 months.
SMART Breakdown
1. Specific: It targets a specific area (conversion rate) for a defined segment (qualified leads from marketing automation).
2. Measurable: The desired increase (10%) is a clear metric, and the timeframe (6 months) allows for progress tracking.
3. Achievable: A 10% increase is possible based on historical data and potential improvements.
4. Relevant: Boosting sales from marketing efforts aligns with overall business objectives.
5. Time-bound: The 6-month timeframe creates urgency and a clear target date.
Actions
Step 1: Refine lead qualification criteria to ensure high-quality leads are nurtured through marketing automation.
Step 2: Personalize marketing automation campaigns based on lead demographics, interests, and behavior.
Step 3: Develop targeted landing pages with clear calls to action for qualified leads.
Step 4: Implement lead scoring to prioritize high-potential leads for sales follow-up.
Step 5: Track and analyze campaign performance to identify areas for optimization.
Outcomes
Increased sales and revenue
Improved marketing automation ROI
Marketing and sales alignment
Data-driven marketing optimization
Table
CDP Software
CRM Software
Approach
Data-centric
Customer-centric
Focus
Interactions across various channels and touchpoints, both online and offline.
Sales, marketing, and customer service interactions.
Functionality
Automatically collects, organizes, tags, and makes data available in real-time.
Helps businesses track customer interactions, sales pipelines, prospects, and service requests.
Goals
Personalized customer experiences across all channels.
Better customer relationships, streamlined processes, and improved profitability.
Benefits
Data integration, management, and accessibility, allowing for detailed analysis and segmentation.
Better communication within teams and with customers by organizing information about customer interactions and history.
Data Handling
Handles both identified and anonymous data, stitches together various data points.
Deals primarily with identified customer data.
Use Cases
Personalized marketing campaigns, targeted advertising, content customization across multiple channels.
Managing campaigns and leads, enhancing customer service, providing better customer support, increasing customer satisfaction and loyalty.
Examples
Insider, Bloomreach, Salesforce Marketing Cloud CDP
HubSpot, Salesforce Sales Cloud Lightning Professional, and Zoho CRM
CRM
Free plan
Best feature
Best for
Con
1. HubSpot CRM
square-check
Sales automation
Sales teams
Up to 1,000 contacts
2. Insightly
square-check
Custom fields
Basic needs
Not enough info about the free plan
3. Agile CRM
square-check
Deal and sales pipeline tracking
Small teams
Up to 10 users
4. Zoho CRM
square-check
Lead and contact management
Businesses of all sizes
Limited to 3 users
5. ClickUp
square-check
Unlimited tasks and unlimited members
Personal use
Up to 100MB storage
6. EngageBay
square-check
Live chat
Small and midsize enterprises
Up to 1,000 branded emails per month
7. Bitrix24
square-check
Unlimited users and 5 scrum teams
Big teams
Up to 5GB of cloud storage
8. FreshSales
square-check
Easy to use and simple setup
Beginners
Up to 3 users
9. Mailchimp
square-check
Very beginner friendly
Marketing teams
Send up to 500 branded emails per month
Type of Affiliate Marketing
Unattached
Related
Involved
Format
Paid advertising
Social media or YouTube channels
Dedicated website or blog
Focus
Quick income
Your niche
Your audience
Engagement with your audience
square-xmark
square-check
square-check
square-check
square-check
Very close connection with your audience
Pro
Little effort
Higher credibility thanks to your niche
Long-lasting and scalable
Con
Paid ads cost a lot
Potential for bias since you don’t use the thing you promote
Require time, effort, and dedication

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