Three Tips for Effective Cold Email Outreach Campaigns

Updated on January 10, 2022 | by Evan Chase

The vast majority of digital marketing revolves around one word, awareness. An extremely simplified definition of this marketing explains that this type of promotional activity aims to inform a large number of potential users or customers about the brand, company, product, or service. The major methods of digital marketing are email, SEO optimization, social media, Google Ads, and display advertising. Depending on the goal, business owners are trying to use the most effective channels for their targeted consumers to spread the news.  

One of the channels of digital marketing is Email Marketing. This technique allows business owners to reach potential customers via email, and build awareness about the key subject. Also, if executed properly email marketing can transform new buyers into faithful customers, based on the trust in the product or brand. Cold email marketing is a part of the email marketing used when business owners want to engage people with their brand for the first time and is created to lead the prospects of possible future sales. 

It’s an initial email sent to start a conversation for a particular reason, with a potential user or customer. It can be used not just for the sale but also for recruiting, networking, and link building.

How to Make a Cold Email Strategy Effective

Some companies never use cold email marketing claiming that it doesn’t do much. Unfortunately, the chances are that it just wasn’t done properly. When executed well, a cold email campaign can be extremely rewarding. To use the full potential of its outreach, we give you the three tips to make a cold email campaign with a satisfying response.

Define Target Audience

The two main purposes of this step are to avoid emails getting ignored and to receive a reply from the receiver. The first thing to do is to define which part of the audience should be targeted. In most cases, a simple list of ideal prospects won’t do the trick. It has to be based on research dedicated to learning more about the target audience. The bottom line is to connect with the prospects and interact with them. These goals should be equally important as promoting the brand. Reaching and connecting with the audience on social media can be one way of research. Also, there are many useful PR outreach guides with tips, templates, and tools to make this job much easier.

Use Templates Wisely

If used, Email Outreach Templates should have a human touch and sound relatable. No matter how promising it looks, the templates will not produce an expected outcome without a certain level of personal involvement. If the research is done and the gathered information is sufficient and correct, the template should induce the expected response rate. The best result will be achieved if templates are made specifically to suit the particular campaign and line of business.

The benefits of templates are the better structure of the email, higher level of professionalism, and more accurately composed campaign subject.

Avoid Spam Filters

Avoiding ending up in recipients’ Spam folders is probably among the biggest challenges of cold email marketing. To protect their users from unwanted mails, email service providers frequently change filtering algorithms. Preventing cold emails from becoming a victim of these filters can be done with a few simple practices. Checking bouncing rate and keeping it under 3%, checking if the email address used for a cold email campaign is blacklisted, personalizing template emails such as Out-of-Office messages, excluding images and links from the email, and adjusting email signature to be plain text are just a few examples.

Finally, staying relevant in the cold email campaign reduces the number of recipients triggered to report it as spam.  

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