Email Outreach: A Simple Guide to Launch a Perfect Cold Emailing Campaign

What is Email Outreach?

It is the process of interacting with prospects who are not yet familiar with your business via email for selling,advertising, or establishing relationships.

Email outreach differs from email marketing. Email outreach campaigns are targeted on cold prospects and make the first interaction with the company, while email marketing campaigns use the addresses of people who have opted in to get information from you, and already familiar with your business.

When is Email Outreach Applicable?

Email outreach can be used for any kind of lead interaction. Whether for lead generation, advertising, or cold selling,as well as inviting to events, finding investors, and hiring.

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Why Email Outreach is Important?

Sales outreach emails, tailored to the needs of the target audience is a very effective tool for creating connections and attracting B2B consumers, as it can provide a wide reach and at the same time show high conversions with a low CAC.

How to Write Best-Performing Outreach Emails?

Think first about what you want to achieve

It's like "visualizing your dreams", but for business. Set SMART goals, clarify KPIs, and set a budget. This is a critical step in any strategy; without it, all marketing efforts will be volatile and immeasurable at best.

Plan your strategy

Outline your strategy key points. Set the campaign timeline, target audience, key message, sales funnel, processes,and email sequence. Thus, it's easier to follow the strategy, track, and analyze it.

Find your prospects

There are several ways to compose an email list. You can use existing customers for a new type of interaction, find them manually, or buy a ready-made prospect list.

Prepare your email address

Use paid email providers for two reasons:

1. You can create an address with your company name domain and gain more trust

2. Deliverability is much better because the domain is already warmed up and is less likely to get into SPAM than a letter from a free mailbox.

Use templates

Don't just copy the templates from the“Top 100 Email Outreach Templates” but create your own based on them. You may use the same structure or some of the sentences you like from the template, but be sure to add your own unique features to stand out from the others. Using the template will save time, which you can use to personalize emails, add your unique Tone of Voice and design, and create multiple A / B test emails.

Use personalization

You won't find an email outreach guide that doesn't mention email letters personalization. The fact is that personalization significantly increases interaction with the recipient and increases the response rate by 30%. In its simplest form, emails should include the recipient's name or company name, but for greater impact, we recommend using deep segmentation in emails and linking them to consumer actions at other points of contact with your business.

Don’t SPAM

We hope you already know that spamming cannot be effective, furthermore, it only causes mutual harm, but just in case:

·        Refresh your knowledge of CAN-SPAM Policy

·        Don’t misinform the recipient

·        If this is an advertisement, please report it

·        Leave an unsubscribe form

·        Do not send emails to random addresses

Be clear and concise

No one has time to read long letters describing your company's achievements or lists of your reasons to believe.Imagine that all your prospects are very busy exactly at the time your letter is received.

Explain the benefits of your offer and its terms in several short, structured sentences, moving from more important to less important points for the recipient.

Don't leave the email too short - if it's just a call offer without any details, few people dare to spend their time trying to find out what you have to offer. Instead, try to give a summary of all the information they need to evaluate your offer and invite them to the discovery call to discuss the details.

Build relations

You probably received messages with an offer to buy a product or service right now. Not very tempting, is it?

Statistics show that it is much better to act as an advisor rather than a seller. Those who help grow a business get much more credibility than those who just want to get paid.

Customer-oriented companies always win in the long term, as loyal customers are always better than the constant search for new ones.

Choose the right subject lines

Think of an email subject line as the packaging of your message. It makes your prospects decide whether they open your email, ignore it or delete immediately without even checking what’s inside.

Choosing the subject line is always a struggle for many marketers. It shouldn’t be vague, too salesy, too clickbaity,or too boring. Here are some rules to help you with choosing the best subject:

·        Focus on your prospect’s needs

·        Put emotions in your subject line

·        Make it a question

·        Make it short but relevant

Include call-to-action

Every letter should include a clear CTA,otherwise, prospects will have a question: “Ok, I read it, and what's next?What do you want from me?”.

The call to action should be in one of the last sentences, be understandable for the consumer, and also easy to implement.

Make sure it looks perfect

Double-check your letter for:

·        Grammar and spelling mistakes

·        SPAM trigger words

·        Email clichés

·        URLs instead of hyperlinks

·        Inappropriate tone of voice or jargon

Launching your Outreach Campaign

Finally, the letter-writing work is over and the day has come when prospects will receive your letters. It will not be superfluous to re-read all letters again, for errors and choose the time of sending. The best day for sending emails is Tuesday, from 8 to 10 am, and from 3 to 4 pm. Choosing this time can increase the response rate of your emails,but you can try other times as well.

You may also use outreach email automation services like Mailshake or Lemlist to  manage your campaigns on autopilot.

Testing and Tracking the Results

To improve the performance of your mailing, over and over again carefully study the effectiveness of each campaign. You can try testing certain techniques on different audience segments, changing the text, structure, or design of your letters, and changing the sending time. With the help of metrics (such as delivery rate, open rate,click-through rate, conversion rate), you can understand which of these is most effective and repeat the success. 

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