Outreach is the first thing many, if not most, businesses approach the customer acquisition process. Among those methods, SEO, social media marketing, and paid-advertising can all work wonders. Yet for those, you’ll need a huge budget and a dedicated team to see results.
Cold emailing, SMS marketing, messenger marketing, or other forms of outreach through written media is still an easy opportunity in that respect. The tools and efforts needed to implement those methods are cheap. Compared to SEO tools, you don’t have to wait for months (or even years) to see serious results, and they are a superb way to develop a good, direct relationship.
Contrary to what most people think, cold emailing is not a one-digit game. A 2% response rate from cold email results from sending emails to a list of random people. If you want to send cold emails in bulk and make the best of statistics, you need a strategy that bypasses a lot of time and effort that would otherwise be required. In this article, we will discuss 3 key strategies you need in your Cold Email campaign to increase your response rate and to land prospects.
Locate your prospective contacts
Targeting the right person and identifying their email address is the key to a successful cold email campaign. Repeatedly, you will misfire. But missing one or two steps in your process will have no fatal effect. You can still be able to gather feedback from the people you reach. Misidentifying the audience and email address right off-the-bat kills the whole process.
Getting a business email through the contact form will work for you, but in most cases, these addresses are generic. To be effective, you need to find the right person to send the email to. For example: if you are offering an SEO product that helps a company create backlinks, you should contact the target company’s CEO, an executive manager, or the Content Manager. Depending on the size of the company, you may use this chart to identify the target roles:
- 0-10 Employees: If you don’t already have a list of the C-level managers for founders in a company (e.g., CTO for a product, CMO for marketing) or the name of executive VP's, you can assume that the decision-maker is the CEO.
- 10-50 Employees: VP's have purchasing power here.
- 50-500 employees: For a company this size, look for specific roles such as Sales Managers and Business Development Managers.
- Over 500 employees: Find local and specialist roles such as East Coast Rep, North America Rep, and City-level Rep.
To find these people and their email addresses, the first thing you need to do is to check their “About” or “Our Team” page. You can find the right person and their email address there. If this doesn’t work, you can check out the company’s LinkedIn page. Look for specific roles in that organization. Many sales-oriented CRMs can perform these address lookups. You can also rely on electronic address verification tools to specialize in finding a person’s email address (google it!)
Honesty goes a long way. The whole idea of sending good emails to people is that you can help them with their specific problems. Everyone knows that help is not free, so go there - you will make a sale.
To get to your goal, you need a good understanding of the problems you are trying to solve for your prospects, the needs of the humans who are targeted, and you want to make those as clear as possible. So make sure that the whole email is about them, not about you. Being honest in a cold email is the only way to make sure that people will trust you in the long run.
Avoid tricking people into opening your emails or clicking on links. The negative impact of clickbait subject lines can have horrible consequences once people find out we have fooled them. Here are some examples of clickbait subject lines you can find in your inbox:
- “Want a new website?”
- “I told you not to do this” (when you had no previous conversation)
- “Your membership ends” (when there’s no subscription)
- “Re: Your Invitation” (when you’re not replying to a communication)
- "[Last Chance]”
Keep it simple
The key point of a cold email tactic is in the attractiveness and brevity of the offer. People tend not to waste time reading emails from complete strangers. To get your target’s attention, you must convey what you are offering, make it easy to understand and make the goal clear. To do this, you need to optimize everything, from the subject line to the very last line.
Write fun and concise subject line. Focusing on factors such as questions, facts and figures are useful.
Follow a sale process
- Do your homework and get to know your recipient BEFORE you reach out. Are they worried about something on social media or on their blog? Do they have special interests? Are they looking for something? Did they publish a blog post? Gather as much information as you can and include that information in the body of your subject line and email.
- Visit their personal website, sign up for their newsletter (tell them about it in your email), read their content, see if they’ve mentioned in the news, know their position and tenure within the company, and generally: find out who you are talking to.
- See if the company announced a recent profit, the acquisition of a reputable client, the publication of an article presented in a major outlet, or the release of an additional feature in their product. Take care not to overlook the challenges or successes they experienced.
- Close your email by asking for a response that leads to simple action. This provides a low barrier of entry to getting a significant reply from your cold contact. Avoid asking too many questions. Go for: “Is this a problem for you?”, “I think the best way to discuss what we can do for you is by phone. Are you interested in that?” Asking for a response is fine.