When it comes to marketing your small business, there are a lot of different options from which to choose.
But a cold email outreach campaign can be a great option if you want to reach new customers and grow your business via an effective and hassle-free channel.
However, before you start sending out emails left and right, there are a few things you need to keep in mind to make sure your campaign is successful. Here are a few tips for doing a cold email outreach campaign right.
What Is Cold Emailing All About?
The first step to launching a successful cold email outreach campaign is understanding what cold emailing is and how it can benefit your business.
Cold emailing is the process of sending emails to people who have no prior relationship with your company. These can be potential customers, partners, or even investors.
While some people may see cold emailing as spam, it can effectively reach new people and grow your business if done correctly.
Why Cold Emailing Works
One of the main reasons why cold emailing can be so effective is because most people don’t do it.
In a world where we are bombarded with emails, most people are hesitant to send out cold emails because they don’t want to be seen as spam.
But this is also why cold emailing can be so effective. If you take the time to craft a well-written email that is relevant to the person you are emailing, there is a good chance they will read it and respond.
Now, you might think, why should you bother with cold emailing when you can just reach out to people on social media?
The answer is simple. While social media is a great way to reach people, it’s also a very noisy platform. There is so much shared content that it can be challenging to see your message.
This is probably why a McKinsey study revealed that cold emailing is 40 times more effective than social media.
How to Do It the Right Way?
Now that you know a little bit more about cold emailing and why it can be effective, let’s discuss how to do it correctly.
Begin With Solid Research
The first step to launching a successful cold emailing campaign is finding the right people to email.
This means researching and finding people who are likely to be interested in what you have to say.
One way to do this is to look for people who have recently written about topics related to what you do.
For example, if you sell digital marketing services, you could search for articles about “SEO tips” or “social media marketing”. The same process can be followed for different niches, so if you are selling VoIP service, you can search for articles about “best VoIP service online” or “best VoIP provider”, etc.
Another way is to use platforms like LinkedIn and Facebook.
Once you have a list of potential contacts, your next step is to find their email addresses. This can be done by using a tool like VoilaNorbert or by searching for their contact information on their website.
Verify Your Contact Information
The next step is to verify your contact information. This means ensuring that the email address you have for each person is correct and that they are still active.
This step is really crucial because if you send your email to an inactive email address, it will bounce back, increasing the bounce rate. A high bounce rate can impact your deliverability and could get your email account suspended.
You can use an online email verification tool to verify your contact information. This will help you clean your list and ensure all the email addresses are valid.
Write a Subject Line That Sparks Curiosity
People will first see your subject line, so it’s essential to make it catchy and relevant.
Your subject line should be short, sweet, and to the point. It should also be relevant to the person you are emailing.
For example, suppose you are emailing someone about a new social media marketing tool. Your subject line could be “New Tool: Automate Your Social Media Marketing” or “Best Social Media Marketing Tool of 2020.”
Remember, a good subject line can increase your email’s chances of opening by a whopping 33%!
Craft an Engaging Email Copy
Once you’ve grabbed the attention of your prospects, it’s time to keep them hooked until they do what you want them to do. With the new AI content writing tools, creating email content becomes easier and saves a lot of time.
To do this, there are a few things you need to keep in mind:
- Keep Your Emails Short and Sweet: When you’re reaching out to someone you don’t know, you don’t want to overwhelm them with a long, wordy email. You want to ensure your email is easy to read and digest so that the recipient will take the time to read it. Keep your emails short and sweet, and to the point.
- Personalise Your Emails: When sending out a cold email, it’s important to personalise everyone. This means taking the time to research the person you’re emailing and tailoring the email to them specifically.
For example, if you’re emailing a blog editor, you can mention a specific post by them that you enjoyed and why. Remember, personalised emails are more likely to be read and responded to than generic ones.
- Include a Call to Action: Your email should have a specific purpose and a call to action so that the recipient knows what you want them to do. For example, if you’re trying to get someone to read your blog post, include a link to it in your email and tell them to click through.
If you’re trying to get someone to buy your product, include a link to your website or an online store. Whatever your goal is, ensure it’s clear in your email so that the recipient knows what to do.
Finally, remember to follow up with your recipients. If you are still waiting to hear back from someone after your first email, send a second one a week or so later. And if you still need to hear back, feel free to reach out a few more times.
According to a study by Backlinko, “sending multiple follow up emails leads to 2x more responses.”
Persistence is vital when it comes to cold emailing, and the more times you follow up, the more likely you are to get a response.
For instance, if you have a list of highly valuable targets and host a podcast, you can invite them on as guests. Not only is this flattering, but it also allows you time to build a relationship with them and, eventually, pitch whatever your intended purpose was. Also, try adding something new or different in each follow-up email so that it doesn’t seem like you’re just spamming the same thing repeatedly.
Send multiple follow-up emails to hundreds of prospects can be time-consuming, so consider using a marketing automation tool.
This way, you can set up a follow-up email sequence in advance and send them automatically without having to do it yourself.
A cold email outreach campaign can be a great way to reach new customers and grow your business. But since you’re engaging people who are essentially strangers to your business, it’s essential to be careful.
So remember to keep your emails short and sweet, personalise each one, include a call to action, and follow up persistently (but without being annoying).
About the author
David Campbell is a digital marketing specialist at Ramp Ventures. He helps manage the content marketing team at VoilaNorbert. He enjoys travelling and trying to learn Spanish when he’s not working.