Cold Email Outreach: 10 Tips And Strategies For Success

Cold email outreach has taken the place of door-to-door cold calling. Though it is the most effective way for sales prospecting, doing it even slightly wrong can create a boomerang situation.

receiving cold emails on a laptop screen
Image from Freepik by rawpixel.com

Are you thinking about making 30+ phone calls every day in an attempt for cold calling? Gone are those days.

In this article, we will guide you through tips and strategies to help you ace the cold email outreach game.

Table Of Contents

TL; DR

Email Outreach: Yay or Nay?

When companies try to reach prospective clients, they can take two main initiatives: inbound marketing and outbound marketing.

Outbound marketing refers to the more "traditional" methods of marketing, such as actively reaching out to your target audience to stay top of mind.

cold email outreach belong to outbound marketing
Source: Hubspot

By striking up a dialogue with your audience, you're letting them know exactly what you do and how you can help them. Because you may convey the message you want to get out to a very large audience, this procedure is highly crucial to your entire marketing plan.

Some examples of outbound marketing are advertisements such as TV commercials, banner advertisements, billboards, and many more. We don’t usually pay much attention to these advertisements. However, if one gets our attention, stays in our mind.

Email outreach is keeping the outbound marketing alive and is effective to reach a broader audience. And that too, without spending a chunk of money. Email outreach proves to be an extremely effective way to generate leads for your business if done correctly.

So, if you think that outbound marketing is dead and so is email outreach, you can put the thought aside. If you do your email outreach appropriately and follow up with well-crafted messages to start meaningful conversations, your exchange may very well turn into a potential sale.

What Is Cold Email Outreach?

A cold email is sent to a potential customer to initiate contact. To properly comprehend what cold emailing entails, it is when you contact someone you don't know for a specific and genuine reason.

It can be considered as a sort of ice-breaking practice. Cold emails can be used for networking, link building, recruiting, and other purposes than sales.

The important thing to remember here is that you should only message someone if you have a valid reason. For example, if you're selling CRM software, you won't email a truck driver or anyone who doesn't need one.

Does Cold Email Outreach Work?

According to a HubSpot study, 33 percent of cold emails get a neutral or somewhat favorable response from recipients. Given that telemarketers (another kind of cold outbound marketing) receive a 94 percent highly unfavorable to moderately negative response, this figure is astounding.

A good cold email works because it reflects the fact the salesperson has researched the prospect’s company enough to have an idea about the general business model and has at least popped onto the prospect’s LinkedIn.

The user end has control over the cold emails and can set the boundaries by seeing the subject line, whether it’s relevant or not. Most companies aren’t going to need your service but the goal is to reach the ones who do through cold email outreach.

Is Sending Cold Emails Illegal?

In short, no. Sending cold emails is not illegal. As long as businesses stick to email sending regulations, such as the GDPR (General Data Protection Regulation) and the USA CAN-SPAM Act.

gdpr guidelines
Source: Snel

Cold emails have long been mistaken for spam emails. They aren't, for the most part. They provide a great opportunity for businesses to connect effectively with their prospects while also assisting in the acquisition of potential sales.

Today, B2B cold emails have evolved into targeted advertising and promotions from businesses seeking to reach out to an anonymous audience.

To avoid falling foul of GDPR rules, your B2B cold email outreach must satisfy specific standards. You must have a compelling rationale and a clear line of explanation for why the person you're contacting would be interested in your business.

Benefits of Cold Email Outreach You Should Know

Before digging into the tips and strategies for successful cold email outreach, you must know what value it will add to your business.

Cold emails don't go away

A sales pitch on Twitter or Facebook can reach hundreds of individuals, but anyone who isn't browsing their feed at the moment will almost certainly miss it. An email waiting on the recipient can help you to stay on top of your mind.

Grow your network

Cold emailing aids in raising awareness among the prospects (potential customers). Someone may be seeking a Dubai vacation package, and when it arrives in their email, they will be overjoyed. As a result, cold emailing facilitates the connection of individuals who may need each other.

Connect with new prospects

Cold emailing allows you to go out beyond your existing client base and make touch with a broader pool of potential consumers. In a comparatively less competitive market, it is the most effective way to get the word out about your business and generate revenue.

Cold email is less intrusive

Cold emailing is unobtrusive and allows you to offer the privacy and space prospects need. When you send an email, the recipient may decide to read at their convenience, or they want to read at all.

Offers personalization at less expense

Outreach campaigns through billboards and other traditional means can’t be personalized and on top of that may cost you a huge amount of money. Email outreach can be personalized to fit your prospect's profile and can generate conversion rates.

10 Tips And Strategies For Successful Cold Email Outreach

1. Create Ideal Customer Profiles (ICP)

People who describe successful salesmen as being able to "sell sand in the desert" are annoying. Sure, it takes expertise, but doesn't selling water make more sense?

The same goes for your emails. Every one of us is in our own unique desert. While the majority of the people are focusing on selling sand, the wisest one will sell water. To do that, you have to create an ideal customer profile (ICP) and go deeper along with knowing basic information.

ideal customer profile for cold email outreach
Source: HubSpot

Go into the details of sales team size and structure. Targeting the decision-maker in the company can help you to cut through the edges. Take insights from the existing customers through surveys to make cold email outreach more relevant rather than a vague pitch.

2. Build prospects list

After knowing what your ideal customers look like, you need to find them. The easiest way to do that is to buy an email list from a third party offering the cheapest price and get done with it.

If you do this and have not been blacklisted yet, don’t worry, you will ... soon (just kidding).

Never buy an email list from an unknown third party, as it can ruin your sender's reputation beyond repair.

Build your own prospect list using the criteria of your ICP and then find the ideal company where the prospects are involved. An easy method is to use a B2B database to have access to verified email addresses.

3. Be cautious with subject lines

The subject line is one of the first things a prospect sees, and it determines whether or not they open your mail. Misleading subject lines not only violate the CAN-SPAM regulations but also irritates your recipients.

While tailoring a subject line, be specific and don’t beat around the bush. If people have to spend time decoding the subject line, chances of not getting opened.

Spark curiosity with a killer subject line in the same way the cliffhanger in your favorite TV shows pulls you through the entire season.

Make the subject line clear, short, and highly relevant to your prospect’s needs. Be cautious to avoid spammy language.

4. Personalize the content

Did you know that adding a personal touch to your cold email outreach efforts may boost your open, click-through, and response rates?

Although personalizing each message when emailing hundreds of potential prospects may appear to be a time-consuming procedure, you must not ignore the appropriate personalization of your copy.

Use your ICP to demonstrate how you can reduce a specific problem the prospect is facing. Not only a few words but the entire mail should be personalized to the individual. All of this stems from the research you conducted at the start of the process.

To go above and beyond with cold email outreach, you can add a customized video describing your company in short. It’ll show that you have taken the time and effort to reach them.

5. Focus on the right CTA

A hard sell is something that no consumer wants. While aggressive sales can be convincing in person or over the phone, a cold email is much simpler to disregard.

It's not a good idea to start selling right immediately. The prospect should feel comfortable contacting you straight away after receiving the first couple of emails.

That isn't to say you shouldn't pay attention to the CTA. Instead, opt for a simple action that the recipient can take. You can ask to check out a blog post or a guide they may find useful. You can also offer relevant PDF or ebooks to encourage them to engage.

6. Send follow up mails

Only a series of poor, spammy follow-ups are more irritating than a lousy, spammy cold email. Follow-up email works and most responses come from a follow-up rather than the original message.

But, you need to strike the right balance between getting positive responses and not annoying recipients. The content of those follow-ups is more significant than the number of follow-ups. Give a soft reminder to those who haven't responded yet, but don't badger them to do so.

7. Avoid generic templates

There are hundreds of cold email templates and it seems very easy to get started with one. But, as you already know, outreach is a difficult task requiring more effort and creativity.

The recipients can tell how much effort the sender has given just by looking at your email at a glance. No matter how good the template is, it’ll need a personal touch to make it seem like there’s a human behind it.

You may use the templates as a guide to stand out and not sound like everyone else.

8. Endorse social proof

Instead of tricking recipients into opening your email, share the reviews and journey of your existing clients to have genuine engagement. Spiking the opening rate is of no use if people do not have enough reasons to trust you.

In a subtle tone mention the businesses you have helped to grow in your first mail. In follow-up, mails attach the social proof to build a relationship based on trust.

9. Run tests and modify

Understanding conversion metrics is critical when sending cold emails to determine whether or not your campaign was effective. Without the analytics, you'd have to go into countless sales reports to figure out how many emails were sent, opened, replied to, or converted.

Run tests to know what the metrics are telling you so that you can modify them appropriately. For example, bounce rate tells you what percentage of your cold emails were not successfully delivered.

A low open rate suggests that the subject line is not working. Use the A/B test on different variations of subject lines to find out the one which works for you the best.

10. Optimize your cold email outreach campaign

While there are many aspects to be taken care of for successful cold email outreach, and automation software can do the heavy lifting. To optimize a cold email outreach campaign, OutReachBin brings to you a set of solutions. We can help you create cold email campaigns and send, manage, and analyze them for optimization.

Final Word

Cold email outreach works the best when you take a strategic approach, rather than just blasting emails to your entire list. Make sure to set realistic goals before crafting your cold email outreach campaigns. Don’t forget to follow up to boost your chance of converting.

Want to get your cold email outreach efforts to the next level? Get started with OutReachBin today!

7 Steps to Postcard Marketing for Beginners

Postcard marketing is a form of direct mail to reach a targeted audience with offers, promotions, and more. Postcards have been around for more than 150 years and people still find them fascinating - even in the age of social media.

postcards
Photo by Becky Phan on Unsplash

A lot of fast-growing brands are starting to incorporate this old-school tactic in their modern marketing strategy. Even B2B marketers’ are also considering direct mail marketing.

According to HubSpot, direct mail marketing and print advertising account for 18% of B2B marketers' budgets. Postcards as direct mail can break through the digital clutter and can help the marketing strategy to stand out.

Read on to know everything about postcard marketing and how you can integrate this direct mail marketing approach into your overall strategy.

Table of Contents:

Do Postcards Really Work For Marketing?

A frequently asked question is whether postcards still work and how effective it is. The answer is that it works, and if you are not convinced, let us give you some stats and reasoning.

According to a USPS survey, the majority of individuals enjoy receiving direct mail from brands they value, with 56 percent stating that receiving direct mail is "a great pleasure". In the same survey, 77% of Millennials said they pay more attention to postcard marketing.

In the Variable Data Print & Mail Summit, Who’s Mailing What! revealed some of their discoveries and key insights about the trends in direct mail marketing. The takeaway was they looked at all the direct mail formats for the past 12 years and they found out of all formats Postcards have been steadily growing.

distribution of mail formats 2009 - 2021 graph
Source: whosmailingwhat.com

Postcard marketing is powerful because only prospects that fit a specific demographic or client group receive your postcard, and they are likely to want or need what you have to offer.

Printed postcards, unlike other kinds of direct mail, do not require any opening or unfolding and have the best potential of capturing quick attention. They're also the most cost-efficient type of direct-mail marketing, with a high response rate. These features make postcards an ideal medium for beginner direct-mail marketers.

A postcard sticks around at home long after being sent which has obviously more average lifespan than any other marketing channel.

According to another study, brand recall is 70% higher for consumers who have received direct mail than consumers who have seen a digital advertisement.

While everyone is sending emails, advertising on open platforms such as social media, postcards can actually keep your competitors unaware of your marketing strategies. This will make them unable to spy on your campaigns or steal your tactics.

Apart from all these stats and reasoning, imagine how would you feel to receive a postcard? Wouldn’t it be more personal and make you feel valued?

Postcard marketing is an unbeatable strategy for business growth, but only if you do it right.

7 Steps To Get Started With Postcard Marketing

1. Identify your audience

Because no two customers are alike, it's critical to divide them into distinct groups based on their characteristics, interests, and behaviors. Like any other marketing platform, postcards need segmentation as well.

In fact, postcard marketing segmentation has to be on target and error-free. Once segmented, you can reach groups with the most relevant information based on their needs and wants increasing engagement.

Pay close attention to demographics such as age, gender, income, marital status, buying habits, and geographical location. If you are a B2B company, check out their decision-making or influencing ability, number of employees, and annual revenue. Find out who your target audiences are and what they have in common.

You can choose a segment of your existing contacts like influencers, bloggers, repeat customers, or new contacts and a location you would like to target. This will help you to find people who are similar to your biggest fans and most likely to engage with your brand.

2. Get the address of the targeted audience

There are multiple ways of obtaining addresses for your postcard marketing campaign. Choose the best option based on who you're trying to reach.

You can buy consumer lists, occupant lists, property lists, business lists, or do web research, get addresses from emails, and get addresses from website visitors. For abandoned cart recovery, you can use the address you already have.

There's a lot to take in here, but it's best to just think about where your ideal customers are. Use an occupancy list if your business can serve everyone in a specific place (a restaurant).

targeted audience

If your customers are online, have an outsourcer conduct web research (e.g. LinkedIn). You can also opt for a service like OneMoreLead to help you easily find the perfect prospect for your product or service, and collect the information you need about them.

3. Set postcard marketing goals

Before you dive into anything else, you need to set your postcard marketing goals first. Every marketing effort should be motivated by your marketing goals. Setting SMART marketing goals is an excellent way to get started.

SMART is an acronym for Specific, Measurable, Achievable, Relevant, and Timed.

smart goals
Source: clicdata.com

Specific

Specific marketing initiatives set the tone of what’s a priority, what you hope to accomplish as well as ensures accountability. For postcard marketing, you can have general or specific goals.

General postcard goals refer to introducing customers to new products, influencing sales with a discount offer, generate qualified leads, attract new customers, and motivate existing customers to buy again.

Measurable

The generalized goals can be turned into specific goals which can be measured. This will help you to have insights into how successful your postcard marketing campaign is. For example, your goals were to increase software subscriptions by 10% and increase lead by 10%.

Matching revenue and brand KPIs to your specific goals will make it much easier to track your progress, convey success, and assess whether your postcard marketing activities need to be tweaked.

Achievable

You don't want to set goals that are either impossible to achieve or so simple that they weren't worth setting in the first place. Collect and use data to set postcard marketing goals.

Relevant

Your goals should match with your resources and be compatible with your overall strategy. Sending postcards can require an extra outlay apart from regular marketing strategies.

Timed

You should also pick when you want to deliver your postcards, in addition to setting campaign goals. If you're preparing for the holiday rush, you'll want to prepare ahead so your postcards arrive when customers are ready to buy.

4. Set your budget

You must first choose a budget before moving on to the more creative areas of a campaign - the design and offer. On average, 11% of a company's budget is set aside for marketing, and of that, a company must select how much of that budget will be spent on postcard campaigns.

Depending on criteria such as number, size, paper material, graphics, custom coatings, and mail class, postcards can cost anywhere from a few cents to more than a dollar per recipient.

Postage is one of the most important aspects of your budget, be sure you have a clear grasp of how much it will cost. Format and mail class determine the cost of postage.

5. Develop a tempting offer

Once you've identified your target audience, you'll need to appeal to their requirements, wants, and desires. What are the issues that your prospects are facing, and how can you help them?

Your postcard should have a compelling offer that will entice potential buyers to complete the purchase process.

Often, postcards don't make a direct sale. Instead, they grab the attention of prospects through free giveaways and coupons. That isn't to say that postcards can't generate direct sales. Make sure you have a compelling offer that resonates with your target market.

If 30 percent of your campaign success is dependent on your offer alone, then 60 percent of your campaign success is dependent on your audience and your offer together.

6. Design the postcard

Successful postcard marketing design should stand out in your recipient's mailbox, draw their attention, and keep them engaged long enough for you to make a compelling offer.

Write short and relevant headlines

Use words that are relevant to the market you are targeting which will pique their interest. Browse relevant threads on Quora and Reddit to find out relevant keywords and phrases. Over the last 20 years, direct mail copy became shorter by 62%. So, keep it concise.

Communicate what you are offering

People are more likely to pay attention when they stand to gain something, so providing a clear benefit that your reader will value can make your postcard marketing design even more difficult to ignore. Injecting a portion of your offer into the headline is all it takes to add a benefit. Simply mention a discount in the headline if you're offering one.

Use relevant visuals

The design of your postcard should be simple, with photos that create complementary feelings and emotions in your prospects.

Make sure to incorporate your logo, and develop an overarching theme for your direct-mail postcard campaign that represents your products, services, and offer while also appealing to your target demographic.

Images, graphics, backgrounds, and other visuals should blend together to deliver the postcard's overall message.

postcard stacks

Add a personal touch in postcard design

Using recipients' names is a foolproof way to get noticed. You can take this even further by sending postcards on special occasions or special days such as birthdays.

Even if your recipient is aware that you are a marketer, personalizing your postcard marketing design will help it stand out in a crowd of impersonal commercial pitches. You can add real handwriting from an influential person of your company to connect with the recipients on a personal level.

Use an appropriate CTA

The strongest calls to action (CTAs) are brief, clear, and easy to grasp, and they include powerful terms like ‘save’, ‘100 percent’, ‘act now’, ‘free’, and ‘guaranteed’. If possible, include an expiration date or a time-sensitive incentive to create a sense of urgency.

Additional postcard design tips

7. Print, mail, and run test

We can’t emphasize how much proofreading comes into play before sending postcards to print. A misspelled word or a mistyped phone number can get you into a mess that will be too late to clean up.

You can mail your postcards to a mailing list or via every door direct mail (EDDM). Postcard mailing basically depends on the area from where you operate and on the location where your targeted audiences are.

You'll be eager to see what kind of response your postcards receive once they've been mailed. However, your postcard marketing efforts aren't over yet.

Remember to use the tracking system to see if you've met your postcard campaign objectives. Track response, conversions, and ROI, and make adjustments to future postcard campaigns as needed.

If your first postcard is a hit, make it your control, and A/B test other samples to see whether you can beat it with your next campaign.

Final Word

If we want to sum up this guideline of postcard marketing for beginners, we can highlight four major points:

To make a simple, streamlined postcard marketing campaign, consider keeping it consistent with your overall marketing strategy including email.

Get Started with OutReachBin today and optimize your email marketing campaigns for better results!

10 Best Cold Email Software in 2022

Among three types of leads, hot, warm, and cold, the trickiest one to deal with is cold leads. Cold email is a great way to break the ice and initiate a conversation. You'll need effective cold email software if you want to succeed with your cold email marketing campaign.

email inbox
Photo by Solen Feyissa on Unsplash

There has been an explosion of software tools available to assist you to automate and expand your cold email prospecting over the last few years. These latest versions of cold email marketing software now include features that allow you to automate your follow-ups, assuring the highest email deliverability rate possible for your campaigns.

From the wide range of software available, it is challenging to find out which ones are worth taking the shot.

In this guide, we have assimilated the best 10 cold email software with their details and current market performance. Before that, we’ll try to guide you through all the features you need to look for in the best cold email software.

Table of contents:

What To Look For In Your Cold Email Software

Using cold email software is a solid way to increase your email outreach and conversions.

But, with hundreds of such tools to choose from, how can you know which one is appropriate for you?

Here are three crucial features you need to consider in cold email software:

Import and segment prospects

You are already using so many different software tools in your business. The cold email software you are planning to choose should auto import prospect lists from any source you need.

Because not all prospects are equal, the software should be able to segment and categorize them. It should enable you to tag and build lists by grouping prospects based on particular criteria, such as recently contacted prospects, bounced prospects, unsubscribed prospects, and prospects that are actively interacting.

Personalize, track and automate

Personalization is an essential feature because it helps to make meaningful connections. Good cold email software has a wide range of personalization features to make your emails more targeted.

Invest in software that provides powerful email tracking features such as open rates, link clicks, and response rates.

Cold email software automates the process of creating and sending emails. Look for software that does the bulk of the work for you, such as generating mailing lists, mass email personalization, and sending cold emails and follow-ups automatically.

Smart dashboard

A smart cold email software features a shared dashboard for all of your team’s campaigns, inbox rotation to alter who sends emails, and analytics to compare the overall performance.

Best Cold Email Software in 2021

1. OutreachBin

OutreachBin helps you to focus on your business while making cold email marketing as simple as possible. It is a cutting-edge software specifically designed to make the cold email game quicker, easier, and far more effective.

outreachbin home

Here’s a quick overview of all the key features of OutreachBin:

Pricing:

OutreachBin has a single pricing plan which includes everything you need to get started.

2. Woodpecker

With features like reply detection, cold email personalization opens and clicks tracking, teamwork security, and more, Woodpecker can be a good cold email solution. It will sync your mailbox in a couple of seconds.

woodpecker homepage

Let’s dig into the key features:

Pricing:

You can opt for a 30-day free trial without using a credit card. Pricing starts from $40/month for one account.

3. Yesware

Yesware is an email marketing tool that you can use for effective, automated cold email campaigns.

yesware homepage

An overview of what Yesware can provide you:

Pricing:

Yesware offers a free trial, and its pricing starts from $15/user per month.

4. Mailshake

Mailshake can help you to put your email outreach on autopilot. Here are the key features of Mailshake:

mailshake homepage

Pricing:

Pricing for email outreach starts from $59 per month.

5. QuickMail

QuickMail lets the sales team automate outreach campaigns and schedule follow-ups from one place.

quickmail homepage

Here’s a quick overview of its features:

Pricing:

Quickmail offers a 14-day free trial, and its pricing starts from $49/month.

6. SmartReach

SmartReach is an All-in-one email outreach platform that supports popular email clients including GSuite, Office 365, Outlook, Mailgun, and SendGrid.

smartreach homepage

Its key features are:

Pricing:

The pricing for SmartReach starts from $24/month.

7. SalesHandy

For email tracking, automation, and outreach, SalesHandy can work as standalone software or as an extension for Gmail or Outlook. It has a good reputation for email tracking.

saleshandy homepage

Here are some of its key features:

Pricing:

Pricing for SalesHandy starts from $9/user per month.

8. Prospect.io

Prospect.io is a lead generation and email automation software that assists businesses in identifying leads and communicating with them via email.

prospect.io homepage

The key features are as follows:

Pricing:

Pricing for Prospect.io starts from $12.95/month.

9. Reply

Reply is a lead generation tool that focuses on both email and phone sales leads. It's easily adaptable to teams or individuals, and it gives you access to detailed campaign data so you can A/B test your strategy and see what works.

reply.io homepage

Reply’s key features are:

Pricing:

3 users can start with $70/month.

10. GMass

GMass keeps things simple and manages your cold email campaigns directly from your Gmail inbox. After installing it as a Chrome Extension, you'll have access to cutting-edge features straight from your inbox.

GMass homepage

Here’s a detailed look at GMass’s key features:

Please note that this software works only with Gmail and G Suite accounts. The desktop version only works with chrome.

Pricing:

GMass offers 50 email/day free automated email tracking. The pricing for the Individual plan starts from $8.95/month.

Final words

We have tried to give you a complete overview of the best cold email software available in the market.

We have handpicked these tools based on their features and pricing. Pick the software that best suits your needs. But if you’ll ask us, we recommend going with OutReachBin to get the best value for your money.

Don’t trust us? You can get started with OutReachBin today and see for yourself!