There are people who don’t see the difference between a sales email and SPAM. Most of them don’t even want to open it unless they know whose message it is.
However, behavioral psychology has provided us with a large number of efficient tools that allow us to capture the attention of our recipients and captivate their interest. The development of a sales email with good performance involves a large number of variables. First, you must design your message so that it exceeds the SPAM folder. Second, you must make a really good offer, so that your potential customers find your product attractive. But more importantly, we need to take advantage of the findings in psychology to make email attractive to the very core of what makes us human: our prejudices.
The two facets of good intentions
There are two curious cognitive biases to which humans are prone and both revolve around doing a favor. They are called the technique of foot in the door and the law of reciprocity. The first is historically derived from Ben Franklin’s observation about the fact that a person who has already done you a small favor in the past will be more ready to do you another than whom you have forced yourself. Be a taker So, the central idea behind this is that the technique of entering through the door begins with a small request, which then intensifies to a larger one. Here is an example of how you can approach writing a cold email based on a typical scenario.
Be a donor
On the other hand, there is an approach that requires reciprocity, which suggests that before asking for a favor, it is always a good idea to provide something of value to the recipient, to motivate him to help him. The principle of reciprocity suggests that we are more inclined to do a favor in exchange for a favor done in the past. It is imperative that your small favor provide the recipient with real value.
An essential aspect to consider when designing a cold email is brevity. There is no “trick” behind this. However, it is related to attention, a central figure of human cognition. Your email is not important simply because it landed in the recipient’s inbox, which is practically the only reason they consider opening it. Your message receives a small amount of attention. If you bore them, you lose them. That is why it is always a good idea to start with the conclusion of your message and do it quickly. Start by informing the person who you are and why you are contacting her.