What Is A Continuous Warm-Up And Why Does It Matter?

We know how excited you feel right after opening a business email account. You cannot just wait to send out those perfectly crafted emails to your target audience. But, you have to wait before hitting the send button. A lot needs to be done yet. One of these is email warm-up.

Why are we saying this?

Well, whenever you check out your spam folder, don't you find it filled with emails from your known and unknown contacts?

What Is A Continuous Warm-Up And Why Does It Matter?

When the domain reputation is not valid, they land in the recipients’ spam folder.

As a digital marketer, you cannot afford any validity issues with your sender's reputation.

That's where continuous warmup enters the picture.

Continuous warm-up ensures that your emails land in your recipients' inbox. Otherwise, your emails have to rot in the spam folder.

TLDR

Why Is Continuous Warm-Up So Important?

Businesses claim that spam emails cost them a whopping 20.5 billion USD per year.

Just imagine, can you afford such a huge loss?

When your email lands in spam, it denotes that it has been recognized as an unauthorized one. Do you think it's healthy for your business email account? Obviously not!

Your emails can be perfectly crafted, but the sad truth is, the internet does not give a damn.

Why? Because ISPs are always alert to save the users from the spammers. ISPs have their standard to treat all users equally.

Hence, if, by any chance, your domain gets marked as spam, you can never restore that reputation.

Did it already get on your wick?

But every problem comes with its solution; hence this is no exception.

The only solution is to practice continuous warm-ups to increase your domain reputation.

Still not convinced to practice continuous warm-up?

Here we present some more reasons.

Prevents From The Slow Descent Of Deliverability

The lack of consistency in engagement might result in the slow death of your domain. With the passage of time, domains and email addresses experience a hard time in maintaining the deliverability metrics as before.

What Is A Continuous Warm-Up And Why Does It Matter?

In such cases, if you do not practice continuous warm-up, your domain reputation will decline.

Lets You Extend The Inevitable

Always warming up your inbox means maintaining a positive engagement with your audience. To do so, you will need to sync an efficient warm-up tool like OutReachBin to your inbox. From engaging in positive inbox behavior to maintaining your domain's reputation and deliverability rate, it will do the business for you.

Increases Open Rates Significantly

Continuous warm-up can increase your open rates up to 30%. But how, you might ask. Well, when there's a significant growth in your domain reputation, your open rates are bound to grow.

Through OutReachBin, you can maintain consistent activity and build critical connections. OutReachBin will let you experience real-time analytics and detailed reports with statistics to monitor your progress.

Keep Tabs on Blocklists

You obviously don't want your domain blocklisted, right? That's why you need to know when you appear blocklisted.

OutReachBin will contribute to advancing your delivery rates while you will also be notified if your domain is on a harmful blocklist.

Your domain reputation is kind of a certificate for you to your audience. Therefore, it's essential that your domain reputation is good to ensure your emails aren't landing in spam folders.

How To Warm-Up Your Email Account?

What Is A Continuous Warm-Up And Why Does It Matter?

Step-1: Authenticate your email account

Before you authenticate your email account, you need to have an email account to specify your domain.

Additionally, only ISP can approve your domain by setting it to three parameters. The parameters are SPF, DKIM, DMARC.

verify email account
Source: https://community.shopify.com/

The parameters bear great significance. They are a certification of your email being sent by you. In other words, it implies that the email sent from your domain is not altered.

The parameters are interchangeable if required. Some free tools are available out there to change them.

Step-2: Begin your email warmup process

Every step you take in marketing has its consequences. Hence, do not be impulsive in sending tons of emails right after opening your business email account. Trust me; your account will not bear this much pressure.

The process has to be a gradual one. Let's assume you have sent five emails to valid email IDs. Some of them will be opened. You might get one reply from those.

You again send ten emails to valid email IDs on the following day. You keep repeating this. Slowly you increase the number of your emails every day.

No wonder it's a lengthy process that has to be repeated every day to authenticate your email account. This might take months to accumulate your domain reputation.

We understand that this is tedious and time-consuming. That's why OutReachBin is here. Make this process automated by signing up to OutReachBin.

You will achieve success in your email warm-up campaign in only three steps.

  1. Sign up to OutReachBin and connect your email account.
  2. Build your email campaign
  3. Watch spam rate descending in your dashboard and chill!

Once you sign up, the responsibility is to maintain positive engagement from your email account. Consequently, the authentication will be done, and your emails will land in the recipients' primary inbox.

We work with email providers such as Gmail, Outlook, Zoho, SendGrid to make their users stay out of spam folders.

Step-3: Craft your first email

The way you craft your email has a lot to do in ascending or descending your spam rates. Didn't get it?

Well, let me break it out for you.

While writing emails, you might require attaching URLs. If you use that exact URL, that might ascend your spam rates. Instead, you need an anchor text to insert your link.

Uses of certain words and fonts can trigger spam. They might make your email sound manipulative and creepy.

Your marketing email intends to tempt their needs and make them your customers gradually.

It becomes problematic when you are not a professional writer, especially when cold emailing your clients.

Step-4: Maintain an ideal time-lapse while sending emails

The number of sending emails and the timing of sending emails is essential. You might have a thousand audience, but you have set numbers while warming up your email.

You don't have to repeat this gradual process always. Once your email warmup is done, you can send emails regularly.

time lapse while sending mail
Source: https://help.hiverhq.com/

Automation tools like OutReachBin will enhance your workflow by taking care of your email account's domain reputation seriously.

However, the time you choose to send out your emails and the frequency impacts your domain reputation as well.

According to data, the timing of sending emails might ruin the efforts behind your email marketing. For example, if you happen to send your emails during Saturdays or Sundays, or evening hours when the professionals are heading back home, your open rates will start descending.

Step-5: Set up your email campaign

Now you are all set to launch your first email warmup campaign. If you follow the steps accordingly, you will see your expectations exceeding. Because when your email account is warmed up, your deliverability rates will get better.

Although the process is lengthy, you will get your desired result, and it will be worth it.

Step-6: Run a test campaign with your email automation tool

It is the most crucial step that many marketers miss while warming up their email domain.

Sending emails manually to your close acquaintances lets you comprehend the impact with a brand new domain for outreach along with minimizing the risks of landing in spam.

Professional email automation tools like OutReachBin will send strategic, event-triggered, and time-sensitive emails.

Furthermore, after a certain time, you will understand if you can achieve your marketing goals following the strategy you are applying.

Step-7: Keep an eye on your spam rate

The final yet most significant step is to keep track of your stats. Your spam rate should be as low as possible.

spam rate
Source: https://customer.io/

An efficient tool like OutReachBin will give you insights on your dashboard while making you aware of your email warmup campaign situation.

Wrap Up

The warmup is not a one-time thing; it's a continuous process. Consistency will bring continued success to your overall email marketing campaign.

Get started with OutReachBin today!

8 Tips on Amazing Cold Emails for Recruiting [+Bonus Template]

Cold emails for recruiting - it can be scary at best, and at worst, a complete waste of time. A great cold email outreach strategy is essential for a recruiter and can set you a thousand miles apart from mediocrity.

email icon

With hundreds of emails vying for candidate and client attention, there is a good chance your emails may never even be read, let alone responded to.

On average, less than 10% of cold emails ever get a reply. To increase the chances of getting a reply, your emails need to stand out and make a great first impression!

How are you meant to stand out and grab your dream candidates’ attention?

Your recruitment email needs to stand out for all the right reasons, so there’s not a chance the recipient could ignore it.

Table of Contents

TL;DR

Framework For Great Recruiting Cold Emails

Recruiting agencies are quickly adopting the “quality over quantity” approach for their email outreach efforts in the recruitment process.

Bulk emails are being swapped out for emails that are well researched and personalized for each recipient, highlighting their past work, projects, and how it is connected to the outreach email.

One tool, in particular, is helping recruiters write better email content: the AIDA model.

What Is The AIDA Model?

The AIDA funnel demonstrates a four-step process of outreach that successfully leads to conversions. This formula has also had great success as an effective structure for cold recruiting emails that get high response rates.

AIDA model

The AIDA acronym stands for Attention, Interest, Desire, and Action.

Attention

The first step is to get the reader’s attention. This can be done by way of a relevant subject and email opening line.

Interest

Once you’ve got your reader’s attention, the next step is to pique their interest. This can be done by offering data or social proof that supports your opening statement

Desire

Next, spark desire by telling your reader about the benefits that you can offer them and why they are important to them/ their business.

Action

Finally, once the desire to work with you is aroused, this must be transferred into a clear call to action. Let your reader know what the next steps are and prompt for a response.

8 Tips On Amazing Cold Emails For Recruiting

You can go through this eight-step process to give yourself enough ammunition to turn run-of-the-mill emails into high-converting ones.

Create An Email Copy Outline

To start off, you need to get your email outline right. Cold emails are by design, notorious for cookie-cutter outlines. And this is where most companies fail to attract the right talent.

Your cold emails need to be precise, relevant, and unique. One way to write a good email is to know how not to write it.

While creating an outline for email, it is important to have fleshed-out answers to these questions:

The purpose of the outline is to allow companies to automate and scale recruitment strategies. But it should still leave enough room to improvise the copy depending on context and the information available.

Write Compelling Subject Lines

Most people only look at the subject lines of the emails to decide whether to delete or open them. Job seekers are no different.

It’s not uncommon for active and passive job seekers to receive hundreds of recruitment emails each day. The only way they can keep the inbox tidy is by deleting the emails that don’t add value to their lives.

When you’re writing a subject line, put yourself in the recipient’s shoes and see what lines you wouldn’t click at all. Misleading and long sentences are precisely the two things you need to avoid when it comes to writing cold emails.

It’s important to spend a good bit of time and effort ironing out the subject line. In general, it has to be short, ideally 4-6 words, punchy, and loaded with value.

Along with perfecting the subject line, you should also write a preheader text that provides more information about the email. A lot of recruiters miss the free space so this should be your opportunity to stand out.

Find The Candidate’s Info & Research Their Background

Research plays a key part in practically every aspect of marketing. Recruitment in 2021 can be made better by infusing marketing elements to cater to the right talent pool.

It’s not just the job seekers who have to find the hiring manager’s email address. Recruiters must also deeply research the candidates and go over the information that might be useful for the job.

This can be previous roles and companies, qualifications, and career goals. LinkedIn is where talented professionals discuss jobs, careers, and personal lives. You can make connections and even join LinkedIn groups to see what your ideal candidates are up to.

LinkedIn InMails are a great way to warm up cold candidates but the sheer volume of undercooked and spam messages by recruiters often drive professionals off the platform.

LinkedIn, however, is not the only option.

Techies are available in GitHub and Stack Overflow, writers are sharing ideas in Medium, designers are using Pinterest and Instagram to showcase their art. Social media channels and even portfolio websites are goldmines of information that you can use in your outreach campaign.

Apart from social media and portfolio websites, there’s another channel for effective communication – emails. But it’s not always easy to find the correct email addresses of candidates. With proper tools, recruiters can find the right people faster.

But people often change jobs and forget to update their email addresses. They might even stop checking their old inbox. That’s why you also need to verify email addresses to make sure you’re not emailing inactive addresses.

An email list full of irrelevant addresses will increase your bounce rate, and drag down your deliverability and reputation score. You can use a service like VerifyBee to clean your email list easily.

Personalize Your outreach

Now that you have enough information about your targeted candidates, it’s time to put the knowledge into action. Approach your recruitment emails the way you write a cold pitch.

Candidates love to be seen. Always address them by their name at the start of the email and immediately establish a personal connection to show what’s in it for them.

Email personalization is critical in outreach campaigns. A detailed cold email must give all the information the recipient needs to make a decision.

Keep Your Email Brief And On Point

It’s not just the personal connection that seals a deal. The email should be easy to read, offer only the relevant information, and more importantly, tell the candidate what to do after reading an email.

Depending on their career trajectory and position, job seekers either want enriching opportunities, financial benefits, or both. The email should offer all these details.

The sender shouldn’t also drag recruitment emails too long with unrelated information. Job applications are often lengthy. As a result, 60% of job seekers give up filling up applications midway. This pattern is true for cold emails as well.

Excess information in recruitment emails makes it hard to find the important parts for busy professionals.

That’s why recruiters should distill it down to a few key points and drive home the importance of the email.

You can embed graphics or a video on email banners to showcase company culture and provide a bit more details about the role without cluttering the email body.

Include A Clear CTA

When you’re cold-emailing candidates, you must remember that the person doesn’t know you, the company, or the role yet. The email will give all the necessary information for the first time, and the information must flow naturally.

Contradictory or multiple CTAs are confusing and it shows that you haven’t done your homework. Candidates are less likely to go ahead when the lack of effort is visible from the recruiter’s end.

That’s why it’s important to stick to a single CTA. If you have a separate job board that you want them to apply for, only add that link. If you want them to directly reply to your email, mention only that.

One CTA shows your clarity of thought and helps candidates navigate through the next process. That one CTA should be straight and to the point in a way that makes it easy for the candidate to respond.

Utilize The Power Of Email Signature

Email signature in a recruitment email tells a lot in a short space. Including an official signature is important because:

Establish A Follow-Up Strategy

Far too many recruiters miss out on talent after not getting a reply the first time. Professionals are busy and it’s easy to miss an email.

Cold emails are not expected to generate a 100% response rate but they can be seen as a part of the warm-up process to fetch a response from the candidate later.

Ideally, you’ll want to follow up with 3-4 emails before accepting the fact that the candidate is not interested in the opportunity.

2021 Trends For Recruitment Cold Emails

With 2021 coming to an end, we noticed a few cold email trends in recruiting that you have to take note of.

Automation

It’s a common thing now to have a robot communicate with a candidate. At least during the initial stages. Whether you are creating an email-AI or crafting a simple bot, remember that the rules and ideas remain relevant for their communication programming.

Transparency

Candidates don’t hesitate to put their experience out there. And they have so many channels and so many ways to be heard nowadays. Warm connections over email may be shared between candidates. And a cold-hearted rejection email can make its way to candidates’ social media feeds.

Email remains relevant

For the next years, Email will remain the main communication channel in sourcing and recruiting. Yet, it is going to change with more automation, dynamic content, and more features. Adapting the fundamentals of human interaction to new tech is key for making the best candidates open your emails.

Cold Recruiting Email Template

Here’s a basic recruiting cold email template for you to get started.

SUBJECT: Quick call

Hi [FIRST NAME],

Hope you’re having a great [DAY OF WEEK]!

My name is [YOUR NAME] and I work on the talent acquisition team here at [YOUR COMPANY].

I was on the hunt for some great [CANDIDATE JOB TITLE] talent in [CITY] earlier this week when I came across your profile. You have a great background — I am a big fan of [CANDIDATE JOB TITLE] from [CANDIDATE COMPANY].

I know [CANDIDATE COMPANY] is a great organization and that you may not be actively looking for something new at the moment. But, if you’re open to hearing more about [YOUR COMPANY], I think you’ll be impressed with what we have to offer.

If I don’t hear back from you here, I’ll plan to try giving you a quick call around lunchtime on [DAY]. Of course, if there’s a time that works better for your schedule, shoot me a quick reply and I’ll happily accommodate.

Looking forward to speaking with you!

Final Thoughts

As difficult as sending a cold recruiting email can be, it’s a vital part of the recruitment process.

Most recruitment cold emails are uninspiring and impersonal, which actually allows you to stand out and attract ideal candidates with a well-thought-out cold email strategy.

By following the 8-step process we outlined, you’ll be able to craft cold emails that job seekers love to read and respond to.

Looking for a tool focused on cold emailing that can help you bring better results for your recruiting emails? Schedule a demo today to set up multi-step sequences and send emails based on established timelines or triggers.

5 Templates For Cold B2B Emails That Will Help You Win Sales In 2022

Some ways of communication come and go, but email is here to stay. Businesses use it as an efficient way to reach existing, new, and potential customers.

b2b email marketing
Source: Pexels

According to a study by Content Marketing Institute, 77% of B2B companies use an email marketing newsletter as part of their content marketing strategy. That same research confirms that 40% of B2B marketers say email marketing is a tactic that is critical to their success.

Email wins over social because it can deliver a personalized message, which helps increase customer engagement and therefore bring you a larger profit.

If you’ve ever been a receiver of a poorly-constructed and low-personalized cold B2B email, then you have witnessed a sender lose an opportunity to work with you.

So what is a sales email and how can you transform it into the most effective marketing tool?

Table Of Content

TL;DR

Are Cold B2B Emails Effective?

For some reason, cold B2B emails remain a somewhat taboo subject in today's marketplace. When it comes to sales, entrepreneurs still want to believe the old-fashioned way – that they will be able to hit it big without doing any hard work.

However, there are so many different tactics and tricks out there. Cold B2B emails are just one of them. When you think about it, cold B2B emails are the most logical way to make a sale. Not everyone is going to pop on your website and order. The trick is figuring out the best way to get people to take action.

It is one of the best ways to grow your business and your sales. It is one of the cheapest and easiest ways to reach out to new people. It is one of the most powerful ways to get in front of new prospects and turn some of them into customers.

The Best Practices For Cold B2B Email

To launch a successful cold B2B email campaign, you need to get the basics right. Below are some of the best practices for sending B2B cold emails.

Write Catchy Subject Lines

Catchy subject lines are a crucial component of effective cold B2B emails. If you fail to convince your leads to click on your email initially, your chances of a reply plummet down to nil.

The idea of crafting clickable subject lines that do not look spammy is a complete but complex thing to accomplish. But, here are the three essential steps for creating a compelling subject line that earns clicks.

1. Short Subject Lines

According to a study by Aweber, 82% of experts send subject lines with 60 characters or less. The shorter subject lines get opened more as they reach the inbox frequently and are more mysterious. Also, shorter lines prevent your subject line from becoming trimmed on mobile devices.

2. Tickle Interest And Tease Curiosity

Speaking of mystery, you can leave a little to the imagination of the recipients by writing shorter subject lines as it will interest them. "Meeting at 10 AM?" is more clickable than revealing all the info with, "Are you willing to meet up at 10 AM for a personalized demo?".

3. Make Subject Lines Personalized With A Name Or Available Data

In a study of 7 billion emails, emails with personalized subject lines got 2x more unique click-rate and 58% higher click-to-open rate than emails without any personalization in their subject lines.

Keep It Short, Not More Than 100 Words

According to a study of 40 million emails, cold emails between 50 and 100 words get higher reply rates. Leads are busy, and their inboxes are overwhelmed with pitches and offers. Explaining value with fewer words helps you win and gain attention.

‍Personalize And Lean Towards An ABM Approach

"Dear customer"—This way of addressing a potential customer screams "boring message ahead" louder when they open an email.

It is better to avoid such generic terms and sales messages. It drains out the personality from your email, thereby replacing it with a corporate tone that doesn't interest the lead.

Find the prospect's first name and use it, always. To make it even more attractive, personalize your email with the lead's recent activity or interests.

You can also find a blog comment, a LinkedIn post, or even a hobby of theirs and add it to your email. You can take personalization further with account-based marketing (ABM), which can deliver a higher ROI than other marketing activities, according to 87% of B2B marketers.

Use Short Paragraphs And Sentences

Most people, who typically scan content while reading, concentrate only on the relevant and valuable information. To make cold B2B emails easier to scan and digest, use 2-3 sentence paragraphs with brief, simple sentences like this.‍

Have A Simple, Single CTA

When you have multiple Call-to-action (CTA), it may be hard for a lead to make a choice. This scenario is called "The paradox of choice".

Excessive links and attachments could flag your email as spam, and they also trigger the outcomes of too many choices as taking any action becomes more challenging for the recipient. Funnel your message down to a specific point, and guide your lead to one call to action.

‍Use GIFs And Emojis To Emotionally Engage

‍We prefer to purchase things from people we like. Also, with B2B often considered a serious "straight-faced" industry, you are always open to using fun and humor to be friendly and make authentic connections. To improve the personality and warmth conveyed in your emails, you can use images, gifs, or emojis.

Internalize The Follow-Up

80% of sales will require an average of 5 follow-ups. But the surprising thing is, after just one attempt, 44% of salespeople fail to follow up.

In an analysis of over 20M+ outbound sales emails, a study reported that cold B2B email campaigns with 4-7 follow-ups had a response rate of 27%, which was 3x more than those with just 1-3 follow-ups.

Prospects are busy, they may not find time to reply promptly, and even if they intend to respond later, they may forget to do so. However, following up is a necessity for a successful cold B2B email campaign.

Proofread Your Cold B2B Email

‍Make sure you have the basics right. Always fact-check the name, job title, and company of your lead. And avoid basic errors like spelling mistakes or incorrect information about the lead.

5 Templates For Cold B2B Email To Win Sales

The “Right Contact” Approach

The “right contact” approach is a great strategy, especially when reaching out to senior executives at a company.

When taking this approach, you can establish buy-in or at least intrigue from a CEO, and then your request will be delegated down the organization to a more appropriate contact.

The advantage is that when you engage a senior team member, they become connected to the outcome and can help you move the deal forward.

Here’s a sample email using this approach:

Subject: Are you the right person?

Hey [First Name] – I’m writing in hopes of finding the person at [Their Company] who handles [specific area of focus].

I also reached out to [Colleague 1] and [Colleague 2] to try and lock down someone at your company in this space. If you’re the appropriate person to chat with, let me know and I’d love to schedule some time to talk about [Your Company].

We help organizations like [their company] [the problem you solve]. We’ve worked with others in your industry like [Company 1] and [Company 2].

If you’re not the appropriate person to chat with, please let me know whom I should connect with.

The Problem-Focused Approach

If you’re selling something, you’re obviously trying to solve a problem. The problem-focused approach to cold B2B email strives to catch a recipient’s attention by revealing their problem and then asserting that you can solve it.

Here’s what it can look like:

Subject: Managing payroll is rough. Let us help.

Hey [First Name] – As an entrepreneur, managing payroll is probably at the bottom of your list of things you want to be spending your time on, especially when your company is growing as much as I read in [article/software/etc].

You should be spending more time on [priority task] and less time dealing with 401ks, benefits, and payroll management.

[Your Company] helps organizations like yours focus on what you do best while we manage the payroll. We’ve helped companies save money on accounting fees, free up time and find budget inefficiencies that were being overlooked.

If you’re tired of handling payroll and need some help, let’s schedule a time to chat. What’s your calendar like next week?

The Central Intelligence Approach

The central intelligence approach entails finding out something about the prospect’s existing business and putting that knowledge at the beginning of your email.

For example, if you’re selling marketing automation software, you might write an email like this:

Subject: How’s [Competitor] working for you?

Hey [First Name] – I understand that you may be using [technology] as a [service delivered], and I was wondering what kind of results you’ve seen so far.

I’ve met a handful of companies using [Competitor] who have found [problem – scaling issues, glitch, missing feature, internal failure, etc]. In fact, many companies have turned to [Your Company] for assistance and leveraged our [solution] to increase [result].

I’ve got a bit of availability on Thursday and Friday this week if you have time for a quick call to discuss—let me know.

PS: Here’s a great rundown on why more [technology] users are [switching to or using] [Your Company].

The Curiosity Hook Approach

The best place to leverage curiosity is in the subject line of your email. Once you’ve done that, it’s important that the first one or two sentences continue to stir up curiosity in your reader.

The template below is an example of how this could work for a cold B2B email:

Subject: What you should know about [service (e.g., payroll, inside sales, marketing)]

Hey [First Name],

Did you know [startling fact about the industry]? Crazy, right? When I found this out, I was kind of floored and it made me change the entire way I do business. Most recently, [Your Company] has started assisting companies like yours to solve [problem] by tackling these three things:

Benefit

Benefit

Benefit

We’ve worked with clients like [Customer 1] and [Customer 2] and they’ve seen amazing results. If you’re interested in learning how we could help you, I’d love to schedule some time to chat.

In the meantime, I think you would also appreciate this blog post we wrote that highlights everything you should know about [service]: [LINK] — Check it out and let me know what you think.

My calendar is pretty flexible this Friday if you’re around for a call.

The 10x Personalization Approach

The 10x personalization approach is the idea of making sure the prospect feels like you’ve truly done your research. It’s not an easy approach to implement but if you’re going after enterprise deals, 10–20 minutes of research might be all it takes to cut through the clutter and close a game-changing customer.

The template below shows what an uber-personalized email might look like:

Subject: [First Name], did I catch you? 🙂

Hey [First Name]

I hope this email finds you well! I wanted to reach out to you because we are in the same [LinkedIn Group, Slack Group, Association, etc], [Link To Group] and I think I may have something interesting for you.

If I did my homework correctly you are spending [Estimate] per month on [Service relevant to yours] at [Company website] and [Any other information related to the spend].

I work at a [Company Name] and we [Value proposition]. We can lower your monthly cost for [Service mentioned above] by XX% with very little effort.

Just reply to this email and I’ll give you a product demo.

Let me know what you think!

Final Thoughts

Crafting a perfect cold B2B email that wins sales can be complex and tricky. You can have the best cold B2B email templates, magnetic subject lines, and tight sweater-knit copy, but you’ll still be stuck with stagnant closing rates without this one thing:

Research.

It shapes the bulk of your lead generation activity. When sending out cold B2B emails to your prospects, make sure to research their company's background, business goals, needs, and pain points.

Looking for a cold email tool that sets up automation campaigns and multi-step sequences, then sends emails based on established timelines or triggers? Get Started with OutReachBin today and build better customer relationships!

10+ Best Email Automation Workflows To Use In 2022

When you are getting started with email marketing, it’s easy to send and reply to each message that comes into your inbox. However, once your list starts growing, how do you plan to handle these? The answer you’re looking for is email automation workflow.

automation workflow on screen
Image from Freepik from rawpixel.com

Email automation workflows work for your brand and help you stay in contact with your customers, sending the right messages at the right time.

Simply determine the scenarios in which an email automation workflow would serve your needs, set it up, and let your marketing automation solution do the rest.

Table of Contents

TL;DR

Email Automation Workflow: What Is It?

Email automation workflows help simplify your team’s day-to-day to-do list. Instead of dedicating certain team members to sending and replying to individual emails every day, different email automation workflows help to automate the process for you completely.

Email workflows are a trigger-based series of emails based on a subscriber’s data or behaviors. These emails, once designed, are sent out automatically when someone triggers the campaign.

The benefits of email automation workflows are numerous, from increasing productivity and efficiency, reducing human error, eliminating redundant manual tasks, improving connectivity, generating stronger qualified leads, and strengthening prospect communication.

But setting up your email automation workflows is a time-consuming process, one that can appear overwhelmingly complex.

Email Automation Workflow Checklist: Short But Essential

Before you can get started, make sure you have completed these two steps.

Now you’re ready to begin creating your email automation workflows. Though they may sound complicated at first, email automation workflows are relatively easy to set up. You can even customize the rules and behavior-based triggers to suit your business needs.

11 Best Email Automation Workflows That You Can Use

Each of these email automation workflows serves specific purposes. However, marketers can (and should) utilize these everywhere to help stay relevant in their subscriber’s inboxes while continuing to build a trusting relationship between your brand and your subscribers.

That being said, here are eleven email automation workflows you’ll want to consider adding to your marketing arsenal in 2021.

1. Welcome Series For Subscribers

When someone subscribes to your blog or newsletter, you have a great opportunity to engage them and begin their journey along the road to becoming a customer. It’s your chance to make a great first impression.

Set up a trigger that automatically sends out the first email as soon as they submit the subscribe form.

The first email in the series shouldn’t try to sell them anything, but rather simply welcome them and potentially offer a one-time discount or promotion.

You can follow this a few days later with an email telling them where to look for information and how to contact you if they have questions.

Finally, route out one last email asking them for information about themselves so you can better serve them. This will provide you with segmentation data that you can use in the future for personalized marketing.

2. Thank You Workflow

Thank you email automation workflows come in dozens of different forms. Marketers can use these as a part of most email campaigns to thank readers for participating in an event, for subscribing to your email list, for updating their email preferences, and so much more.

The goal of these email workflows is to provide continued contact between you and your subscribers, even after they’ve completed an action. You can also use these to re-introduce your brand to inactive subscribers by showing them that you appreciate them.

3. Onboarding Drip For New Customers

Someone has just signed on as a customer, opening the door for you to show them you care about their success using your product or service. When the system recognizes them as new customers, trigger an email welcoming them and letting them know how to get in touch with you.

Follow that with an automated email within the next week to provide user guides, online training videos, or other content designed to ensure their success. Round it out with an email pointing them to educational resources like your blog, white papers, or eBooks.

Illustrating to new customers that you are invested in them generates customer loyalty. It creates a superior customer experience, which is increasingly important.

4. Lead Nurturing Workflow

Develop a workflow designed to nurture leads through to qualification. You can kick off your campaign targeting a segmented list of existing leads. Then, use automation to drop newly generated leads into the beginning of the campaign, so they receive the entire series of nurture emails.

Your first few emails should demonstrate to leads that they have a problem that needs solving.

Follow this with a few emails that provide a solution to that problem (i.e. the kind of product you sell). Then, your nurture workflow should send a few emails that demonstrate your brand personality and position you as a leader in your space—helping build their confidence in you as a provider.

Wrap it up with emails that offer a way to interact one-on-one with your company, such as a live demo.

5. Sales Notification For Marketing Qualified Leads

When marketing qualifies a lead, that is the best time for sales to reach out. If businesses do not contact a newly qualified lead in short order, they may lose interest or find another provider.

Use automation to send a triggered email to your sales rep when someone becomes qualified.

If you are tracking individual lead behaviors—such as content consumed or web pages visited—you can use system tags to populate your email with that information so your rep is armed with the insight needed to convert the lead.

6. Cart Abandonment

If your business has an eCommerce presence, consider setting up an email that gets triggered when someone leaves their cart full but does not purchase anything.

You don’t need to be pushy about it. Let them know that they still have items in their cart in case they forgot or thought that they had completed the purchase.

In many instances, people get distracted and forget to follow through. In others, they may be on the fence about their purchase, and in those instances, a cart abandonment email might be the nudge needed to push them over the edge. These are very easy to set up but highly effective in converting existing prospects into paying customers.

7. Free Trial Sign-up

You can similarly treat this workflow as the onboarding drip explained above. One main difference is that you’ll want to pitch the benefits of your product in a subtle, but more aggressive way.

Combine the welcome email with the email providing user guides and training videos, to minimize the number of emails you send them so as not to annoy them.

That first email should focus mostly on those resources that help them utilize your product, for if they can’t find value in your product or service, they will likely let their trial expire.

Three or four days later, send an email pointing them to your thought leadership resources, so they begin to see you as an authority to whom they can look for practical advice.

8. Subscription Renewal

If your business is subscription-based, you can create a workflow to increase renewals. This is more important than many realize because it’s cheaper to retain an existing customer than to acquire a new one. According to a study, 80% of a company’s future revenue will come from just 20% of its existing customers.

This workflow is triggered by the customer’s renewal date; as it approaches, the system realizes and sends the first email, which can be sent a week or ten days before their expiration date. It’s just a friendly reminder, nothing more.

With three days left, send another email with slightly more urgency—alerting them that the date is nearing and letting them know that you would hate for their service to be interrupted.

Build in a renewal buffer so when their subscription expires, you can send an email the next day informing them that you have given them a few extra days to renew so they can enjoy uninterrupted access.

9. Customer Retention

When customers display behaviors indicative of a propensity to leave, trigger an email to convince them to stick around.

Such behaviors include not opening your emails for an extended period, unsubscribing from your email list, or failing to pay their invoice. These emails must take a delicate tone, as you don’t want to hassle a potentially unhappy customer.

You can use this opportunity to send a survey, asking them to know how you can improve to better serve them. This will show that you are paying attention, and are genuinely concerned with your ability to satisfy them.

You can also offer a discount or promotion but use this tactic sparingly, as it’s possible that your customer is happy, and has just been inundated with other things.

10. Gated Content

Gating your high-value content—such as eBooks or white papers is a great way to generate leads. Create a standalone landing page with a short form that includes a field for the email addresses.

If your content is powerful, leads will be willing to self-identify in exchange for the insights within. When the form is submitted, the workflow is triggered and sends an email to the lead with either a download link or the content attached.

Gated content is a great way to grow your email list. Just be sure to capture their contact information in the process.

11. Re-engagement Workflow

Do you have prospects stuck in the funnel? Or previous customers that you’d like to re-engage?

A re-engagement email workflow works wonders for bringing them back into the fold. You can trigger this based on time elapsed since a customer’s last purchase, or if a lead hasn’t been scored by marketing in a long time.

The best route is to send one of your high-value content pieces—something that will knock their socks off.

If they have forgotten about you, provide them with something that will solve a persistent problem for them, such as a best practices article. As they say, the squeakiest wheel gets the oil, so don’t go silent for too long. Send an email that will immediately engage them, and you’ll have their attention once again.

What Happens After You Set Up Email Automation Workflows?

The data is out there and speaks for itself; email automation workflows will substantially strengthen your existing marketing strategy.

This will save on manual processes and deliver better results. Not just in nurturing leads and driving them through the sales funnel, but also in re-engaging with lost customers, creating loyal customers, improving the customer experience, and achieving higher customer satisfaction rates.

The opportunities are endless. All of this will take some time and practice to set up, but it’ll be completely worth it in the long run.

But once these are in place, it’ll save you so much time in the long run and the results will be much stronger. Keep a close eye on your metrics, watch for those open rates and click-through rates to ensure they’re on the up, and optimize your workflows to suit your business and your subscribers.

Wrapping Up

Creating email automation workflows is a great way to help lighten your team’s workload while ensuring that your subscribers are getting the attention that they deserve.

Regardless of how you use email automation workflows, it’s important to leverage them if you use marketing automation. There are loads of instances where email automation workflows are advantageous, but not all of them will apply to your unique business model.

Take the time to consider your customer’s needs and interests, and you’ll be sure to zero in on the workflows that will produce the best results for your use case.

Looking for a tool to automate your cold email workflows? Schedule an OutReachBin demo today!

10 Cold Email Campaign Metrics That Matter And How To Improve Them

Are you wondering what metrics or KPIs you should be measuring to track the success of your cold email campaigns? Relax, you’re not the only one.

black and silver laptop computer
Photographer: Tech Daily | Source: Unsplash

We’re in a fascinating time. Communication itself is evolving at a breakneck pace. The mass personalized email has never been easier to send. CRMs, email marketing services, and specialty apps are now at the fingertips of any entrepreneurs or business owners.

The bad news? Every renaissance creates a flood of information.

To stand out, it takes two things:

In this article, we’re covering how you do both. Read on!

Table of Contents

Understanding And Improving Your Cold Email Metrics

How do your campaign results compare? Based on some metrics or benchmarks.

Is there anything you should do to improve your cold email marketing campaigns’ success?

We have a few suggestions for each key performance metric.

1. Increasing Number Of Emails Sent

Many businesses follow the general idea that "the more emails you send, the more deals you close." It isn't that simple, though.

The size of your market, time, type of customers, type of product, pricing, demand, email copywriting, your domain, email account reputation, technical performance, and many other factors all play a role.

You and your company should identify a good volume of emails to send and experiment with an A/B test to see what works best for you.

Start small. "Small" means sending as much as one new employee would send if they just started using their email address.

2. Improving Number Of Emails Delivered

Many marketers overlook the importance of email deliverability. Poor deliverability has an impact on your email account's and domain's reputation. Moreover, it's the primary reason why so many of your emails end up in spam folders.

It's crucial to make sure you're targeting the right people with those emails and that the emails you're sending are verified.

What does “verified” mean? How can we do it?

There are tools like VerifyBee that can help you answer that question and there are many. Those tools will go through your list of emails and through a technical approach verifies if email addresses exist or not. Or on more simple terms, they answer, if emails you are sending land in the inbox or not.

How To Increase Your Number Of Emails Delivered?

3. Increasing Open Rates

Open rates are one of the best ways to tell whether your cold email strategy is working.

How To Increase Your Open Rate?

  1. Keeping your subject line short and to the point, ideally no longer than five words or 30 characters. Over 40% of all emails are opened on a mobile device; a simplified copy will ensure that your subject line is optimized for mobile.
  2. Personalization — the more personalized the message, the more likely the recipient is to open your email.

4. Improving CTR

Click-through rate (also called Click Rate, or CTR for short) is the number of people who click on a link inside your emails.

How To Improve Your Click-Through Rate?

5. Grow Reply Rate

Cold email reply rates indicate your recipients’ engagement. Tracking this metric is one of the easiest ways to evaluate how effective your campaign is while facilitating lead generation and sales.

What is an expected reply rate?

The expected range of emails being replied to is between 0% and 20%.

Our experience shows that reply rates are lower when the CTA button is included. Usually rages between 1 – 4%.

When you formulate an email with the only goal to collect replies it can go much higher. One of the cold email campaign service providers claims that it mainly depends on the volume. Their benchmark analysis based on the personalization of emails shows the average reply rates between 3 and 18%.

How To Increase Your Reply Rate?

  1. Which emails are your recipients opening?
  2. To which emails are they replying?
  3. When and why are they unsubscribing?

6. Improve Unsubscribe Rate

Your unsubscribe rate is an important metric to study to determine if certain campaign elements (subject lines, topics, sending schedules, etc.) could impact your unsubscribe rate, as this is a clear indicator of an unengaged audience.

How To Improve Your Unsubscribe Rate?

7. Lower Bounce Rate

A bounce is a message from an email server informing you that your email wasn’t delivered to the intended recipient.

Temporary delivery failures, or soft bounces, usually occur due to an interim issue with the recipient’s server. Common reasons include a full mailbox, server downtime, and too large messages for the recipient’s inbox.

Permanent delivery failures, or hard bounces, usually occur due to invalid or outdated email addresses or domains.

Excessive bounces will affect your deliverability as well as your reputation as a sender. The ideal benchmark for bounces is 2%. Anything above 5% is a reason for concern and should be addressed.

How To Improve Your Bounce Rate?

8. Increase CTOR

CTOR accounts for the recipients who opened, read, and engaged with your emails by clicking on a call-to-action link; it measures the quality and relevancy of your email content.

Successful click-to-open rates are achieved by creating relevant content and carefully considering the placement and content of the CTA link in the email body.

Depending on your camping format, what kind of action do you expect your recipient to perform? Two most usual actions: Click on the CTA button or reply to an email.

What is a normal click rate?

Again, it depends. It depends on your target group and on your copy of the email that should persuade the reader to do so. Our experience shows between 4-40 % click rate depending on how well we manage to set the cold email campaign.

How To Improve Your CTOR?

9. Reduce Spam Complaint Rate

Spam complaint rate refers to the number of people who will report your cold emails as spam when they receive them. It doesn’t include any emails that are delivered directly to the spam folder.

How to Reduce Your Spam Complaint Rate?

10. Improve Overall Campaign ROI

Your overall ROI is the return on investment you generated from your cold email campaign.

How to Improve Your Cold Outreach ROI?

Final Thoughts

These cold email marketing metrics will help you analyze how well your outreach is performing and make smarter decisions when creating new campaigns.

The key is to focus on metrics that link directly to your bottom lines i.e. reply rate, campaign ROI, and others. Even though the numbers won’t look as good as vanity metrics like open rate, they’ll have a bigger impact on your business and revenue in the long run.

So, if you’re ready to launch the cold email campaigns that help you build better customer relationships and start more conversations with qualified prospects, get Started with OutReachBin today.

Cold Email Marketing: Best Approaches To Outreach Campaign Strategy

Have you ever wondered how one of your competitors is acquiring an insane amount of B2B customers at an insane rate with virtually no marketing spend? Their secret is most probably effective Cold Email Marketing.

email marketing
Image from Pexels by Torsten Dettlaff

Whether you use cold email to find sales leads, connect with influencers, build your personal brand, find mentors, or grow your network, there's no underestimating its power.

This may come as a surprise, but cold emailing is one of the best ways that you can turn your donkey agency into a unicorn agency. When done properly, it can generate a huge response rate of up to around 29 percent rate to your inquiries.

Unfortunately, most people don't do it right. Cold emailing isn’t about spamming your contact list with hundreds of emails a week. This will only decrease your engagement and conversions. You won’t get many opens and you’ll likely lose tons of contacts to the unsubscribe button.

Rather, the key to cold emailing to get more opens and convert more contacts is to supplement traditional inbound marketing with outbound prospecting.

Table of Contents

TL;DR

What Is Cold Email?

A cold email is an initial email you send to a prospect to start a conversation with them. Basically, it is when you reach out to someone you don't know for a particular and legitimate reason. It doesn't have to be related only to sales, as cold emails are used for achieving several objectives i.e. networking, link building, recruiting, and many other reasons.

What Is Cold Email Marketing?

Cold email marketing simply means using email outreach as a channel to accomplish your objectives on a regular basis. To put it simply, you are now going past sending just one email and setting up things like follow-up emails, sequences, and more.

The Basics Of Cold Email Marketing

Find your prospects

The most important factor when it comes to sending sales emails is to send them to the right people. When preparing to launch an email campaign, figure out who you would like to target.

Ask yourself questions like Who would be interested in my product but doesn't know it yet? What industries are they in? What role is the potential decision-maker?

Know your sales formula

You've probably heard the expression AIDA—Attention, Interest, Desire, Action. When you send a cold email to an executive, you only have a couple of seconds to grab their attention and interest in your product or service.

AIDA model for marketing attention
Source: HubSpot

Know how large the lifetime value of your average customer is. This will determine your email marketing strategy and how much time you should spend on emails. The best strategy for enterprise sales is sending more quality emails and the best strategy for small businesses is to send a greater quantity of emails.

Know your customer

If you can speak your prospect's language, you have a much higher chance of getting a response. If you aren't sure how to speak their language, just do a Google search of their industry, role, and priorities for 2021. This will also prepare you for sales calls for the next step in the funnel.

Craft engaging subject lines

If your prospect doesn't open your email, you have no chance of selling them. You need to come up with a compelling subject line. Ask a question, say you have a quick question for them or use the word "your". When you use "your" in the subject line, your prospect will be curious as to what your email is talking about.

How To Write A Quality Email That Gets Response

First paragraph: Show your research

Instead of simply introducing yourself, show that you have researched the company or the individual you're emailing to grab their attention. Read their latest press releases or browse their LinkedIn profile.

Second paragraph: Give them a solution

Speak to your prospect's potential pain points and how your product or service can solve their problems. Explain why your company is a good fit for them and how you've helped companies facing similar problems succeed. Talk about potential benefits rather than the features of your product.

Third paragraph: Add a relevant CTA

This is where you plug in a relevant call to action. Ask for a few minutes on their calendar for an exploratory call or for a referral to the best person within the company to speak to. For example, ask "Who would be the best person to speak with about this?" or "What is the best way to get 20 minutes on your calendar to discuss?"

Furthermore, for better insight, you can also split test your emails, meaning you create two different versions and track which email works better. If you continue to split test your emails and follow up with prospects, you will find success.

Tips For Effective Cold Email Marketing

Cold emails involve sending emails to people you or your business have met or interacted with. This is completely different than traditional email marketing, where your audience is aware of your company. Cold email recipients are completely new potential customers, and you need to build a relationship with them.

The key to cold email marketing success is to create a positive first impression with your recipients. Creating a good first impression can be the difference between success and failure. This has a direct effect on the stats you receive from your campaigns and can lead to better results.

Procure An Already Established Email Marketing List

The first step to cold emailing is having a list of contacts to send your emails. There are several ways to go about this.

You can perform a manual search for emails to add to your list. Only do this if you know the name or company of the person you are trying to email. If you want a little more ease of access in your list-building process, find prospects using a service like OneMoreLead or LinkedIn Sales Navigator. This will save you the time of searching and provide you with a list of tons of leads.

The most important part of list building, however, is to have accurate information in it. You can use an email list verifier service like VerifyBee. This will ensure you have minimal deliverability issues, making sure you get the most out of your contact list.

Warm Up Your Email Address

Next, it’s important to warm up your email address (make sure that it’s from a different email domain than your agency’s address). This way, you know your emails work, that they look right, that they deliver properly, and that they get your point across.

It will also ensure you don’t send emails that bounce on dead emails. This helps your sender score.

The sender score is a metric that email providers use to rate how likely people are to want to receive your email content. Bounced emails are part of the equation along with spam reports.

Warm up your email address by sending emails to your friends, family, or coworkers. Tell them to make sure they engage with the emails so you know everything is running smoothly. You can use email warm-up tools like OutReachBin during this process.

Go Slowly And Don’t Spam

As I mentioned earlier, cold emailing is different than spamming. It’s important to be mindful of the distinction. The less your contacts feel they are being spammed, the more likely they are to open your emails and click through them. That’s why you should go slowly.

Don’t send hundreds of emails a week. Start by sending a few a day. You’ll see your engagement skyrocket. There are services like OutReachBin that you can use to schedule your cold emailing so it is automated.

Make Your Emails More Engaging

Boring emails don’t get engagement. Low-intent emails receive about 3 to 5 times lower engagement rates. Make your cold emails pop with eye-catching subject lines. Make copy easy to read and easy to understand. Use imagery. Appeal to your audience.

Use Intent Signals

Intent signals are a great way to spark engagement in your cold emailing. Intent signals are anything that appeals to your audience’s personal lives. You’ll wind up sending fewer, but more targeted, cold emails that are more likely to be clicked on.

All these techniques can help increase the open rates and click-through rates of your cold emails. The personalization will cause recipients to connect with your campaigns and generate better results.

How To Write A Follow-Up For Effective Cold Email Marketing

Use a Solid Email Subject Line to Grab the Prospect’s Attention

Many salespeople just reply to (or forward) the first email they sent. As a result, the subject line remains the same. Only “Re:” will be added at the beginning. However, if the prospect has not replied, it’s a good idea to modify the subject line, even if you do reply to the same email.

In fact, it’s a good idea to reply to your first email so that the recipient can go through it for context if necessary.

As the subject line is usually the first thing your prospective client sees, it will be a deciding factor in whether the cold prospect opens your email or not. The key to a good subject line is personalization and relevance — it needs to communicate to the potential customer why they should open your email.

In fact, one study found that personalized subject lines can increase response rates by 30.5%. Moreover, longer email subject lines between 36-50 characters achieved a 24.6% higher response rate than shorter subject lines.

Provide Context for Why You’re Reaching Out

Avoid starting your email by saying that you are following up. This is a huge mistake. The likelihood that the recipient remembers your first email is practically nil. In the main body of your email, you need to address the reason you are emailing them and what you need from them. This increases the likelihood of receiving a reply.

On that note, it may be helpful to segment your target prospect list based on those who opened your first email and those who didn’t.

And for prospects who didn’t open your first email, you can include the same elements in your follow-up. But only include the essential information the cold prospect needs — avoid anything unnecessary as this is simply a follow-up email; your initial email already has the information.

Tell the Prospect What’s In It for Them

When you’re emailing someone you’ve never met before, you need to grab the prospect’s attention by telling them what’s in it for them.

Essentially, you need to convince the cold prospect that what you’re offering is worth their time. However, since this is a follow-up, you need to do so without fluff to ensure you get the point across. The goal is to convince the prospective client that it’s worth hearing about what you’re offering.

Include a Powerful Call-to-Action (CTA)

Adding a solid call to action is crucial in successful cold emails and follow-up emails. If the potential customer didn’t respond to your first email, you need to give them a reason to respond to your sales follow-up, and including a powerful CTA could be just what you need.

Create a personalized and unique CTA for your follow-up that clearly spells out what you want them to do.

Conclusion

Cold email marketing can be straightforward, if you spend time crafting a well-thought-out and targeted email campaign, it should be received well by your audience. The more effort you put into your campaigns, the more likely they will receive high open and click-through rates.

Good cold email marketing relies on understanding your prospects and using what you know about them to drive the success of your email address list campaigns. It also involves an understanding of the type of campaign you are sending out. Understanding these details can make the world of difference in all your email campaigns and the expectations you may have on results.

Look to optimize your cold email outreach? Sign up on OutReachBin today and start building better relationships with cold emails!