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Overloop is a Sales Engagement Platform.Send ultra-personalized multi-channel outbound campaigns mixing cold emails, LinkedIn automation and phone calls.
Today at Overloop we are going to explain to you, from our experience, what are the key points when developing a cold email marketing strategy with good results. It may seem like a simple topic, but nothing is further from reality.
In a previous post, we explained what a cold email was and what its main parts were: sender, subject, message body, signature... We also gave you a series of tips to optimize each of these sections, so if you still you have not read it, I recommend that you start with that text, before taking the next step.
Today I am going to give you some keys to integrate your cold email into your marketing strategy and convert your cold contacts into sales. Because this is one of the most powerful tools to establish new business contacts and create lasting relationships with your future clients, but only if there is an adequate strategy and a series of steps that I will present below are followed.
Before carrying out your cold email marketing campaign, you should optimize three fundamental questions:
Once your email account is set up and you've made sure all the details are ready to work with it, it's time to work on your contact database. Avoid just sending emails to all your contacts, because the disaster will be guaranteed.
Make sure you perform at least two actions prior to sending emails:
You now have your email database clean and all the tools are ready to start sending emails. And now that? Before clicking on “send”, spend some time planning your campaign well, based on the marketing objectives you want to achieve with it. A cold email will always be focused on meeting several goals, which we can summarize in two:
To increase the probability of achieving these two stages, it is essential that your campaign is well planned from the beginning. First of all, segment your database and try to define specific audiences, which will allow you to send more personalized and relevant emails to your recipients. Take some time to analyze the data of the companies or people you are going to contact and, from there, segment them to adapt the messages to their needs.
Once you have detected the characteristics of your target prospect, it will be easier for you to adapt the subject and content of the message to their needs. So the next step will be to plan the content of the message well, always keeping in mind the 4 main points of all cold emails:
We have already talked about these sections in our blog before, but in summary, always remember to focus on the prospect and their needs, instead of making texts that are excessively commercial or focused on direct sales. If, in addition, that message and that value proposition are personalized for a segmented audience, the probability of success will increase significantly.
It is also important that you take care of the details throughout the message. Good spelling, proper writing, an appropriate tone when addressing your prospect... remember that your cold email will be your future customer's first contact with your company. Everything must be taken care of, down to the smallest detail.
Sometimes, as much as we have planned and optimized our cold email campaign, we may not get the desired results. Perhaps the bounce rate has been too high, or the responses obtained have not been as expected. This is a possibility that is there and should not be ruled out. But you should not be discouraged because of this, but learn from it and make decisions that improve your future results.
Cold mail tools like Overloop offer you multiple metrics that will help you review the performance of your email marketing campaigns. Be critical and make decisions, but always in a constructive way. Experience itself will help you optimize your email marketing campaigns better than anything else. Don't be afraid to do A/B tests to determine which versions of your emails work best. Also, do not rule out testing with a part of your audience, as a previous step to the definitive massive sending of cold emails. Both tools will help you measure the impact and response that your mass mailings can achieve in advance, so you should definitely include them in your email marketing strategy.
In conclusion, I recommend you pay attention to all the phases of an email marketing campaign for your cold campaigns: technical aspects, database, planning, personalization, writing, tests and sending. All of them are important and require attention.
Good luck!