Cold Email Marketing: Best Approaches To Outreach Campaign Strategy

September 24, 2021

    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

    • Cold email marketing is a way of communicating with a list of prospects, by using email as the main way of communication.
    • The things you must do to ensure a successful cold email marketing are finding the right prospect, knowing the proper sales formula, knowing your target audience, and crafting engaging personalized content accordingly.
    • Write a cold email that will most likely get a response. Show you have done your research, give your receivers a solution to their pain point, and a proper call to action.
    • Send follow-up emails to retain your audience with a solid subject line, relevant content, and an attractive CTA.

    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!

    Article written by Esrat S.
    outreachbin
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