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Cold email outreach is a game-changing tool to connect with potential clients. This strategy is the secret weapon behind several success stories.
However, there’s a catch: This isn’t just about letting out your inner writer, crafting a captivating message, and hitting the send button.
True success comes only when your cold emails get delivered to the right audiences’ inboxes and opened, grab attention, spark curiosity, and – above everything else – get responded to!
In other words, you need to put in lots of effort to prevent your emails from reaching the trash or spam folders.
So, if you’re curious about all the strategies behind a successful cold email outreach, let’s get started!
Before you work on your cold email strategy, it’s important to identify your goals. A clear vision of goals and objectives will help you focus better on the campaign and use resources effectively.
It builds a strong foundation for the cold email outreach campaign and ensures that the campaign is aligned with desirable outcomes.
To identify the goals, follow these tips:
Know what you want to achieve from your campaigns. Every goal needs a different cold email outreach approach. The most common reasons are:
After identifying the purpose, set specific and measurable goals for each case mentioned. For instance,
If you have several objectives in mind, recognize which of them is most significant. Prioritize the specified goal more than the others. Focus your cold email strategy more on that specific goal than on others.
Align the goal of your cold emails along with primary business objectives. Make sure the campaign leads to overall business success.
If your business plans to enter a new market, tailor the cold email campaign to target prospects within that market. If the business wants to get insights about new products through market research, the cold email campaign must target potential users only.
For brand awareness, target potential partners and niche-specific influencers.
After defining your goals, your next step is to identify the ideal customer profile (ICP). ICP is a detailed description of the kind of customers who will be genuinely interested in your business offering or are actively looking for products/services such as yours. Thus, ICP refers to the individuals who are highly likely to respond to your cold emails.
Evaluate the existing customer base and identify common characteristics in the most prominent customers.
The most prominent customers include those who stay loyal the longest, who are satisfied the most, and who are highly likely to recommend your business offering.
Look for common characteristics in terms of revenue, location, age, gender, income levels, and industry. Using those characteristics, identify new customers who might be interested in your business.
If your business offering is relevant to other businesses, identify these firmographic details:
Within those companies, identify:
After identifying ideal customers, understand the challenges and pain points your business offering can resolve. You can craft compelling messages resonating with customers’ needs by positioning your business offerings as the most innovative solution for them.
A few things to consider in this are:
Conduct market research with surveys and interviews with your existing customers. Collect feedback from the target audience and learn their reasons behind choosing your business offerings and their value to them.
Research further to identify industry trends and how your business offering is useful compared to competitors. You can identify possible gaps with this and enhance the ICP and your cold email strategy.
Create a semi-finalized description for ideal customers, aka buyer personas.
This includes demographic and firmographic details, goals, pain points and challenges, products/services they already use, and purchasing behavior.
Make it as detailed as you can to boost your cold email outreach strategy’s efficiency.
The buyer persona may include different kinds of customers with further distinct characteristics and needs. For instance, businesses of different budgets or sizes may require different approaches.
Segment them depending on these differences to personalize your cold emails accordingly. This will make your cold email strategy much more effective.
The ICP needs constant updates because the definition of your best customers always changes with time. Based on the change in market trends, business evolution, and improvement in offering, your ideal customer profile changes.
So, re-evaluate your ICP twice or more yearly. This keeps your cold email outreach strategy relevant and useful. If the sales/marketing strategies decline, assess it more frequently.
A clear value proposition (CVP) is another significant component of making your cold email strategy a success. A CVP includes the core message about your business offering’s unique benefits for customers and reasons why customers must choose you.
Let’s learn about the key factors.
The first step is identifying your customers’ primary pain points and challenges. However, we’ve already mentioned this in the previous header, so we won’t repeat it.
Research your competitors in-depth after understanding customers’ challenges. Learn how they help your target audience. Then, identify the exact differentiating points from them.
Clearly mention how the business offering helps customers and how it’s better than competitor’s offerings.
You can also include product features, service and support quality, innovation, and brand values. Mention how the offering addresses the previously identified pain points and challenges of ICP.
The CVP of your cold email outreach must align with your ICP’s needs. For instance, if the ideal customer prioritizes saving time, highlight your offering’s time-saving benefits. If they want to enhance efficiency, mention how you can help them boost productivity.
The CVP must be extremely specific and concise to convey your business offering’s value. Use short sentences with clear language.
However, don’t use generic statements that are applicable even to competitors’ offerings. Stick to the exact results you offer to customers. Avoid industry-specific jargon, as your target audience may not understand them.
Follow this outline for the best results:
Revisit your CVP occasionally and update it based on the results and feedback of your cold email strategy. You can also create different versions of CVP simultaneously to know which one is most impactful and optimize accordingly.
You must also use the right cold email outreach tools to ensure every campaign is a success. So, let’s know about your top choices!
Instantly helps automate cold emails and generate leads. You can connect unlimited email accounts to one Instantly account. Its intelligent AI offers email warmups to enhance the reputation of new emails.
It also lets you set email-sending limits for each account. You can also schedule emails based on the recipient’s time zones.
Mystrika is another impressive email marketing tool that streamlines sales operations. The AI-powered tool enhances lead generation and email outreach.
Using Mystrika, you can automate email warmup and sales processes, as well as follow up with leads that don’t convert quickly. You can also personalize email outreach to boost open and response rates.
Another effective cold email outreach tool is ManyReach. It connects with infinite email accounts and lets you forward emails to unlimited contacts.
Popular among sales teams, individual businesses, and agencies, the easy-to-use tool offers common features, such as email warmups and spam checks. It’s also known for its responsive customer support team.
ActiveCampaign is an affordable and beginner-friendly email marketing automation tool. It offers around 900 integrations and strict data and security regulations. You can A/B test email subject lines and content and send times with it.
Brevo is a renowned email and SMS marketing campaign tool that offers quality deliverability to recipients’ inboxes. It offers several predefined automated developer recipes. However, its pricing depends on the volume of emails sent.
Businesses often overlook the need to get multiple domains and email addresses. Instead, they send cold emails from your primary business email/domain, which is a grave mistake!
Before you learn how many domains you need, let’s know more about it here.
Often, customers report cold emails as spam, which ruins the domain's reputation for good. So, if you use the primary domain and email, it’ll impact the deliverability of the primary email.
For instance, even regular emails to your coworkers and clients won’t get delivered, or they’ll automatically enter the spam folder instead of the inbox.
So, never use the primary domain and email for the cold email strategy itself. Instead,
While buying new domains, ensure they appear similar to the primary ones. If the primary domain is abctechnologies.com, consider investing in any of these
This adds variety to your domain while keeping the brand recognizable!
Further, check its reputation using Google Postmaster Tools or other relevant tools. You must also look up blacklists, such as Spamhaus, and ensure it’s not there.
Avoid going for spammy top-level domains, such as:
There’s no need to invest in thousands of domains for the cold email strategy. Instead, you can get astonishing results by buying just 3 domains with 3 email IDs for each!
This helps you distribute a large volume of emails through several IDs. It diminishes the risk of ruining the reputation of a single domain or triggering spam filters.
Monitor the bounce rates, open rates, and spam complaints for each email ID. If any email has deliverability issues, use alternate options. Meanwhile, investigate the issue and resolve it.
Avoid overusing any particular email, even if there’s no issue. Rotate with your options to maintain the sender's reputation and enhance deliverability.
With these basic things in mind, your cold email outreach strategy is bound to be a success. However, remember that every detail in your cold email outreach strategy matters to turn cold leads into meaningful, warm connections.
Be clear and precise about every mentioned step—whether it’s about selecting reliable email tools or developing your ideal customer profile. These steps lay the foundation and efficiency of your cold email campaigns.
Keep observing every little detail and fine-tune them according to what works best. Persistence and steady efforts will make your cold email journey worthwhile!
