Cold Emails: A Gateway to Warm Opportunities
Imagine running a bustling hospital in Lusaka, the capital city of Zambia. Every day is chock-full of work, leaving you with little to no time to think about anything other than your KPIs. One day, you find an intriguing email in your inbox, which reads:
“Hi Mr. Karthik,
I was studying your organization for an academic project and something struck me. It appears that your hospital has the ability to perform HIV testing, but you do not market it as a standalone service. In Zambia, there is a really high incidence of HIV, and many consumers (especially those who are involved in business and politics) routinely check if they have HIV. Perhaps you might want to look into this.
In case you are interested, I am willing to help you conduct camps to collect blood samples from Lusaka. If you are interested, can we meet up?
Regards,
Michello”
That’s exactly the surprise I encountered about seven years ago when I was in charge of a tertiary eye care facility in Lusaka, Zambia. Michello had a point. It was not difficult for a keen observer to identify this unmet demand in the market. What set Michello apart was his initiative to articulate his observations and suggestions through a cold email.
Sure, some might have simply taken his idea and run with it, but many managers would be elated to receive such an email and might go out of their way to meet such a person. While Michello's idea was innovative, it was not legally permissible for hospitals to offer HIV tests as a standalone service without explicit permission from the Ministry of Health. They were trying to ensure comprehensive health monitoring of all HIV-positive individuals at the time. In other words, while the idea was good on paper, it couldn't be implemented.
However, Michello's motivation and eagerness to add value were evident through his cold email. Therefore, I agreed to meet with him. One cup of coffee later, I hired him, and he went on to become a star performer in my team. Everyone benefited from that single 'cold email'.
While interpretations of cold emails vary widely today, people often associate them with generic template emails sent to hundreds, if not thousands, on a mailing list. Most recipients, if not algorithms, can easily identify these mass emails and mark them as spam or even block them entirely. However, when you introduce personalization into the mix, you can forge a unique connection with the recipient.
Cold emails, done right, can cut through the noise. They are also affordable, and their reach is practically unlimited, crossing borders and time zones with ease. Stories like Michello's affirm the transformative power of well-crafted cold emails. Through one thoughtful email, he not only identified an unmet need but also presented a potential solution, eventually leading to his employment and contribution to the hospital's success.
In Michello's case, his cold email opened the door to a rewarding opportunity and growth for both him and the organization. But, the possibilities don't stop there. A well-constructed cold email could also convert a new lead, forge a relationship, improve your brand’s awareness, or even boost sales.
The best cold emails are personalized, offer value to the reader, and call for action. Whether you're a business owner, a manager, or an aspiring professional, remember this: never underestimate the power of a well-crafted cold email. It could be the beginning of something extraordinary.
