Crafting Effective Cold Emails to Engage YouTubers
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Chapter 1: The Landscape of Cold Emails
As my YouTube channel approaches the milestone of 20,000 subscribers, I've noticed an influx of cold emails targeting me. This subscriber count is often cited by freelance experts as the ideal range—large enough to generate income but still manageable without a dedicated team. Consequently, I receive several unsolicited emails each week.
Despite this, I have yet to reply to any of these cold messages. It’s not that I don’t require their services or am dismissive of all outreach; rather, the content of these emails invariably fails to convince me of their value.
It’s disheartening to realize that many senders employ unappealing templates or follow misguided advice from others. If you’re considering cold emailing to attract clients for your services, I fully support your initiative, but I’d like to share some insights to help you secure better responses.
Don't Be Deceptive!
The most crucial advice I can offer for crafting cold emails is to avoid dishonesty. I typically observe two predominant types of fabrications in these messages: false claims of familiarity and misleading work assertions.
Familiarity Lies
Let’s be honest. My channel focuses on aiding academics and graduate students with their research. There’s no plausible reason for a graphic designer or video editor to have been an avid follower of my content. That’s perfectly acceptable—I don’t expect every professional to find my content relevant.
Yet, almost every cold email I receive kicks off with phrases like, “I have a quick question from a subscriber,” or “I’ve been enjoying your incredible content for a while now.” These lines are so vague that they lose their significance. Furthermore, referencing a random video of mine doesn’t lend credibility to their claims of being a fan.
This issue is compounded when senders misspell my name or mischaracterize my channel’s focus. It’s clear that these emailers prioritize quantity over quality. They simply plug my details into their template and hit send, which is a surefire way to waste everyone’s time. If you’re willing to lie about your connection to my content to land me as a client, what else might you misrepresent once we start working together?
Work Lies
I once watched a YouTube video that suggested a tactic for cold emailing: “Wrap up your message by saying, ‘I’ve already created X for you. Contact me if you’d like to see it.’” The speaker quickly added, “Don’t worry; you don’t need to have actually made it yet. If they respond, then create it, but this will help you get more replies.”
Here’s the catch: that approach doesn’t work. If you genuinely crafted a sample of your work, you’d send it right away because that’s the most effective way to prompt a response. If I can see the quality of your work as it relates to my needs, I’m far more likely to engage further.
When you make such claims, you present two possibilities: (1) either you fabricated the work, or (2) you did create it but are ashamed of its quality. Either scenario leads to disappointment on my end.
Choose a Service Where You Excel
I often receive cold emails from individuals claiming expertise in YouTube growth. Naturally, I check their channels, only to find that many don’t even have one. It’s perplexing how someone without any YouTube experience feels confident enough to market themselves as a specialist in that area.
Another common scenario involves people who claim to optimize email marketing funnels so effectively that their clients never need to send cold emails again. If that were the case, they’d be generating clients through their own email marketing strategies.
While it’s not necessary for every video editor or graphic designer to maintain a popular YouTube channel, it’s misleading to present oneself as a growth expert. Instead, simply identify as a video editor who specializes in creating engaging content for specific types of videos.
Build a portfolio to support your claims. Even if you haven’t had any clients yet, you can create stock videos, film your own projects, design your own graphics, or write original blog posts. You don’t need a client to establish a portfolio. Aim to create at least three items reflective of the services you wish to offer and share a link to your website hosting your portfolio. This effort will significantly enhance your chances of receiving positive responses.
Own Your Status as a Novice
Most likely, you’ll be reaching out to businesses for your services. Here’s a secret: everyone in your target demographic was a beginner at some point. We all recognized our value and just needed someone else to acknowledge it.
Countless cold emails either exaggerate past achievements or make grandiose claims to project an image of success. If you were truly successful, you wouldn’t need to resort to cold emailing me.
I would much prefer receiving an email structured like this:
Hi Alana,
I recently discovered your YouTube channel and wanted to reach out because I believe you could benefit from a service I provide. To be candid, I’ve just started offering video editing as a service and am on the lookout for new clients.
I’ve previously edited videos for a personal project, but I’m now eager to transition into freelance editing. I’ve put together a few samples of my editing style, which you can find here.
Since I genuinely want to work with you, I’d be happy to edit an initial video for you at no charge, allowing you to assess the quality of my work. Afterward, we can discuss potential ongoing paid services.
I look forward to your reply.
Thanks,
A Newbie Video Editor
Rather than an email like this:
Hi Anna,
I’ve been a follower of your channel for years and love your blogging content. However, I noticed that your editing leaves something to be desired. I’ve previously worked with Gary Vee and believe I can help enhance your YouTube channel.
Please get in touch for further details.
Thanks,
A Newbie Video Editor
This second example closely resembles an email I just received.
Avoid Demeaning Your Audience
For some reason, it seems to be common advice in cold emailing to offer flattery before insulting the recipient. I often receive emails stating something akin to, “I’ve been binge-watching your channel and can’t get enough of it. However, I’ve noticed your editing really isn’t up to par, making it tough to stay engaged. I think you need my editing services.”
This approach is baffling. Every business owner or content creator has strengths and weaknesses. While I understand you want to justify why they should hire you, this tactic misses the mark entirely.
Most recipients won’t respond to a cold email unless they already recognize a need for your service. There’s no need to insult them; instead, approach them as a supportive ally.
Consider rewriting the previous email like this:
I recently discovered your channel, and it’s evident that you’re dedicated to assisting graduate students. I understand you have a lot on your plate managing a YouTube channel. I specialize in creating engaging content with impactful graphics to enhance viewer engagement. I realize you may be short on time, so I wanted to offer my services to alleviate some of the editing workload, allowing you to publish more captivating videos to boost your audience retention.
Both emails acknowledge that my editing could use improvement, but the second version recognizes the challenge of time constraints and proposes a solution rather than simply criticizing my skills.
How to Differentiate Yourself
The most effective way to distinguish yourself in a cold email is by providing your recipient with something of value. While this may require additional effort, it will significantly improve your chances of receiving a reply.
Here are some actionable examples:
- Graphic Designer: Transform a previous video or social media post into an infographic.
- Video Editor: Re-edit a YouTube video to enhance engagement or convert it into shorter clips if that’s your specialty.
- Thumbnail Creator: Design a more compelling thumbnail for a recent YouTube video.
- SEO Specialist: Revamp a recent YouTube video or blog post description for better SEO and offer suggestions for further optimization.
- Data Analyst: Gather public data on a YouTube channel or website and highlight key insights.
- Email Marketing Specialist: Subscribe to their email list, then craft an improved email designed to attract more customers.
At the conclusion of your email, you might say, “I’ve attached X from your recent post. Feel free to utilize it or A/B test it.” This way, there’s minimal risk for me, and I can evaluate whether you truly deliver on your promises.
If the work you provide is of high quality, I can assure you I will respond positively. Even if my budget doesn’t allow for hiring you immediately, I’ll remember you for future needs or recommend you to others.
The Key to Successful Cold Emailing
Cold emailing can indeed be an effective strategy for acquiring new clients. I know this firsthand; I’d gladly consider hiring someone who reaches out with a service I require. The challenge lies in the fact that many people treat cold emails as an afterthought, when in reality, the first email should be your primary focus.
If you fail to create a positive impression with your initial outreach, you’ll likely miss out on valuable opportunities. Unfortunately, due to the prevalence of poorly executed cold emails, even a small amount of extra effort can set you apart from the competition.
This video titled "How to Write Cold Emails that ALWAYS Get Replies (Templates + Examples)" provides further insights into crafting effective cold emails that garner responses.
Another informative video, "How I'd Rewrite 5 Cold Emails To Get More Replies," offers practical examples and advice on improving your cold email strategy.