Great Cold-Call Email

I was planning to send a different email to you today. 

…until I checked my inbox this morning and opened one of the best cold-call emails I’ve ever received.

I wanted to share it with you because it’s sooooo good and you can learn so much from it.

It begins: “Hey Tom, Curious if you’re manually entering data in 5+ systems every time you hire someone? Your payroll, insurance carrier, FSA/HSA, 401k, HR platform, etc.”

That caught my attention because…yeah, data entry following new hires is a repetitive, painful process for us.

He had my attention. He described a painful condition for many businesses. And he asked whether I can relate.

My answer: Yep. I can relate. So I continued reading:

“Rippling fixes this problem in a really neat way. In 90 seconds, you can hire a new employee through our system, and we set them up in all of your other systems — instantly. Legacy platforms like ADP and Paychex aren’t ‘open,’ so your team’s likely doing this work manually right now. Not just for hiring, but offboarding and day-to-day management.”

Now he really had my attention. A clear solution to cure what ails me. So I continued reading:

“Our payroll is a lot more affordable too, FWIW.”

Is this guy reading my mind?

I was thinking, “Sounds nice, but it sounds pricey.”

And then he answered my objection.

He established that he offers time-savings AND cost-savings. (By the way, “FWIW” = for what it’s worth). So I continued reading:

“Are you open to a quick demo / cost savings comparison? Thank you! Ramon”

Yes, I am open. So I read the p.s.:

“P.S. Tom — 57% of companies that switch payroll, do so in Q4, so now’s the right time to see what else is out there. If you’re not interested though, please let me know. I don’t want to be a nuisance.”

A call-to-action with a bit of urgency and a personal touch. He asks me to contact him if I’m not interested (implying, of course, that I should contact him if I AM interested). Also, it’s a nice touch to acknowledge the nuisance factor (anyone who reads that far is probably not considering him a nuisance).

Let’s summarize what Ramon did in this email:

1) Identify a pain-point or a desire and ask, “Can you relate.” (Are you entering date in 5+ systems?) Those who can relate read on. Those who don’t stop reading (no damage done).

2) Quickly and concisely identify what you offer to address the pain or fulfill the desire (In 90 seconds, you can enter the data once, and we take care of the rest).

3) Quickly and concisely address potential objection(s) (We’re less expensive than the other guys).

4) Present a clear call to action (Would you like a demo? Please contact me).

That’s a good formula for any business that uses email for lead generation.