Email outreach campaigns are a vital part of any business marketing strategy. But there’s more to email outreach than just hitting the send button. A little effort can create an automated process and get your content out to your entire email list at once.
Your email outreach strategy will determine whether your emails get ignored or generate high-quality leads. With data from Backlinko showing that only 8.5% of outreach emails receive a response, the odds are already stacked against you.
Planning your sales outreach email campaigns can help you effectively reach and convert more leads. So how can you do that? Read on for tips that will get you noticed.
Before You Draft Your Campaign
The first goal of your planning should be to identify the purpose of your email outreach campaigns. Why are you sending this campaign? Who is your target audience? What do you hope to accomplish? Identifying these key points will help you streamline your outreach email automation. Doing your research beforehand will help you create targeted and effective campaigns and improve your open rates.
Before you begin your outreach email automation effort, make sure you are set up to easily take in leads. In addition to your website and landing page forms, you’ll want a presence on social media, where you can meet prospects and get to know them. You can begin building relationships with your prospects by engaging with them before you reach out. Do this by commenting on their blog posts, liking and sharing their social media posts, and so on.
When you do reach out, make sure your social media profiles are linked in your emails so they can connect the dots. According to Backlinko’s research, email signatures that link to social profiles can improve response rates by up to 23.4% depending on the platform.
Best Sales Outreach Email Campaign Practices
1. Don’t spam
Nobody likes spam, and when you send emails to new prospects, you want to avoid getting caught in their filters. Make sure you delete all spam trigger words, avoid false promises, and refrain from using exclamation points.
2. Use variety in your approach
Variety is the spice of life — and a necessity in marketing. It’s why email lists get segmented and research is done to target appropriately. So varying your emails makes sense too. One way you can do this is through A/B testing different subject lines or templates.
Backlinko’s data showed that outreach emails with longer subject lines had a 24.6% higher average response rate, and many believe that a controversial topic in the subject line is a powerful way to grab attention. You can even test out different sales pitches or offerings.
3. Use the right emails
One key aspect of ensuring a higher open and response rate for your email campaigns is to send your emails to the right people. Avoid using generic emails such as info@ or webmaster@. Finding an actual person to direct your emails to gives you a better chance of getting seen and builds upon the personal relationship you are trying to establish.
4. Personalize emails
Personalization is one of the most important aspects of any email outreach campaign. Not only should you personalize your subject lines (this can boost response rates by 30.5% according to Backlinko) but you should also personalize the body, where you’ll benefit from a 32.7% better response rate. Use the recipient’s name for an uptick in open rates.
In addition to using their name, make a point to focus on the relationship instead of what you have to sell. You can do this by mentioning something they’ve achieved recently, referring to a shared acquaintance, or giving them another way to see the authenticity behind your email. Showing that you did your homework goes a long way, and providing social proof builds trust.
5. Bring the fun
Many business messages don’t capture the interest of their recipients, but you can strengthen your message by adding in a bit of humor. A funny email will be remembered. Do this without sacrificing too much professionalism by implementing the “rule of 3:” mention two business-like topics and then one that is unexpected or funny. Your email needs a conversational tone because you are building a relationship, not a sale, so don’t be afraid to use memes or emojis if they suit your brand voice.
6. Get to the point
In your email campaigns, it’s important to get to the point. Try using the “inverted pyramid approach.” This means putting the most critical aspects of your message up front. Give them what they came for and then explain it in more detail.
7. Time it right
Many studies show that there are times that work better than others for sending emails. Tuesday through Thursday were the best days, while Saturday and Sunday were the worst. Targeting to your prospects’ timezones often worked better than sending at any specific time of day. Target based on your audience; when are they most likely to respond?
8. Make it easy
With as many emails as people get in their inboxes, getting someone to open yours isn’t easy. If they do, you need to make it incredibly easy to take action. If they have to click on something, make it a direct link so they don’t have to search.
If you want recipients to reply to your email, lessen the amount of work they have to do. You could say, “respond with ‘yes’ if you’re interested, and we’ll make sure you’re put on the right list.” The simpler you make the process, the more likely they’ll be to take the time to respond.
9. Offer value
People are focused on what’s in it for them. Use this to your advantage by providing value to establish and build your connection; many recipients will feel obligated to return the favor. This concept is known as the rule of reciprocity. When you show your prospects that they are appreciated by giving them something of value, especially if it’s free, they are more likely to reply to your email.
10. Follow up
Because the average person’s attention span is only eight seconds, you not only have to hook them quickly, but you also have to keep them interested long enough to get them to respond. That doesn’t always happen with your first attempt, which makes follow-up important. In fact, 70% of sales emails stop after the first attempt. Wait a few days for a response, and then send a short, eye-catching follow-up email. Backlinko found that following up led to 2x the responses.
One technique is called a “bumper reply.” This is when you reply to your original email, sending it back up to the top of your prospects’ inbox. This puts you in front of them again, bringing attention back to your email. Let them know that you are still waiting for them to respond and remind them what’s in it for them. You can use your outreach email platform to accomplish this, just like with your regular campaigns.
Get Help with Automation
If you are still feeling a bit apprehensive about your email campaigns, Sharetivity can help. Using social selling automation tools helps increase the effectiveness of your outreach efforts.
Our services improve sales engagement and reduce the time it takes to create personalized emails. Visit our website to learn how you can improve your email campaigns and attract more clients.