Step-By-Step Guide On How To Automate Cold Email Outreach

Cold email marketing is a powerful approach to reaching potential customers. In fact, you'll save time and resources by automating the process to find and contact prospects easily. Plus, you can still maintain a personal touch. 

As such, it’s a valuable asset in your company's marketing arsenal. So let's dive into the topic. 

How Does Cold Email Marketing Automation Work?

Cold email marketing automation uses a software system to send predefined personalized emails to potential customers. You can program the software to send emails at specific times automatically. In addition, you can even follow up with recipients who don't respond initially. 

These emails aim to generate leads and convert prospects into paying customers. However, using targeted messaging and avoiding spamming is important to ensure the best results. 

Stats say that well-known business advisor Jake Jorgovan managed to reach  Fortune 500 clients using cold email marketing. 

Thus, one can only imagine the benefits they can receive by automating this effective marketing process. 

How To Set Up The Cold Email Marketing Automation Flow 

Setting up the cold email automation flow includes the below steps:

• Choose a reliable automation tool-
  Begin by installing an email marketing tool that is easy for email automation. Some good options include HubSpot, Omnisend, etc. 
• Create and segment an email list- 
  You can generate relevant email lists organically using signup forms. Further, divide it into smaller segments based on interests or behaviors.
• Set up an automation trigger-
  You need to define and set up specific triggers based on prospects' actions. It will activate an automated campaign. Some of the common triggers are:
• Newsletter signup
• Subscriber's birthday
• Abandoned payment
• Lack of engagement for a certain number of days, and more.
  
  
• Design the automated email campaigns-
  Create texts, images, discounts, call-to-action buttons, brand logos, etc.
• Activate the automation- 

Activate the automation at a specific time to send the automated emails. Further, monitor its performance to identify opportunities for improvement.

4 Effective Cold Email Marketing Automation Strategies

1. Plan Your Campaign

It is advisable to create a detailed list outlining the objectives you wish to accomplish with your email automation. The greater the specificity of your campaign goals, the higher your likelihood of achieving success.

Furthermore, identifying your audience is equally important. You can base this on either demographics or behavioral data of prospects. 

Plus, with a good understanding of your prospects, you can send personalized messages and determine the appropriate timing for delays.

2. Apply Email Segmentation  

An investment of $1 in email marketing can provide a return of $40. 

Thus, to ensure your email marketing’s effectiveness, identify and segregate cold emails into distinct segments. It enables you to send target prospects tailored journeys with relevant offerings, educational information, and more. 

Here's how you can do it: 

• Geographic Email Segmentation 
  Prospects' geographic location is the most apparent criterion for segmenting emails. 

Let's say your company is organizing a particular event. You can send the event details to your email list, comprising recipients from local areas, for better response.

• Role-Specific Email Segmentation
  If you collaborate with various businesses, selling or offering services to them, it's essential to tailor your emails according to the recipient's role. 

For example, you wouldn't send the same email to a vendor contact and a marketing specialist, sales manager, or administrative assistant –as each of these recipients has their own distinct messaging requirements.

• Content-Specific Email Segmentation

• What web pages did they explore on your site? 
• What content did they download from it? 
• Which tools did they utilize? 

Accordingly, you can add appealing content to your cold emails. 

• Behavior-Specific Email Segmentation 

• How much time does a prospect spend on a page? 
• What is the average number of pages they view per visit? 
• Are they impulsive buyers who make quick purchases or nervous buyers who visit the site multiple times a week, adding items to their cart but eventually canceling the purchase?

Based on their behavior, you can adjust the offerings you are supposed to mention in your cold emails. 

• Influencer Email Segmentation
  It also involves identifying those customers who can recommend your brand, providing testimonials or reviews, and sharing your brand on social media. 

It's important to know which platforms they use and how effective they are. By targeting these prospects with personalized messages, you can ask them to take up roles as brand ambassadors.

3. Use Email Tracking 

Email tracking tools like Mixmax, Snov.io, and HubSpot can assist you in analyzing your prospects' interaction with your sent emails. Install your chosen email tracking software on your system to begin. It typically involves tracking click-through rates, open rates, and response rates. The tracked data reflects your email sequence's performance.

Additionally, you get your prospects' important insights which will help refine your messaging for improved results.

Craft a personalized email template that references your gathered email tracking data. 

4. Use Targeted Signup Forms

Incorporating signup forms on your cold email message can effectively turn an interested cold lead to your email subscriber. To enhance your cold email marketing automation strategy, you should consider utilizing advanced signup tactics, including:

• Pick Recipients Ideal For Popups  
  You can display popups only to recipients who open your emails often, respond to CTA, etc. 
• Ask The Right Questions In Forms
  To obtain more comprehensive data for segmentation purposes, it's important to ask relevant questions in your signup form. 

You can ask questions about their major pain points and their goals ( such as increased revenue, higher lead count, etc).

However, ensure the filling form doesn't take too long. Reports say that a five-field form increases conversion rates by 34% more than a 9-field form. 

Best Email Automation Tools In 2023

Email automation tools are indispensable for businesses to create, send, and track emails in bulk. Here are five of the best email automation tools available on the market:

• Hubspot- This all-in-one marketing tool offers an email marketing solution that includes personalized emails, automated workflows, and lead nurturing campaigns. 

Hubspot's email automation also integrates seamlessly with its CRM (Customer Relationship Management). Thus, it lets you track your leads and customers' behavior across multiple channels.

• Salesforce- The Salesforce Marketing Cloud is a robust email automation tool that offers a variety of features, including segmentation, personalization, and triggered messaging. 

With Salesforce, you can automate processes from creating campaigns to analyzing results.

• Campaign Monitor- The platform offers an intuitive email automation tool that simplifies creating and sending emails. Campaign Monitor's drag-and-drop email builder makes it easy for you to create appealing emails. 

Their automation workflows enable you to deliver targeted messages to your email list based on their behavior.

• Snov.io- This email automation tool is ideal for businesses that rely on cold outreach to generate leads. Snov.io offers a variety of email automation features, including personalized messages, follow-up sequences, and scheduled sending. 

Additionally, Snov.io provides advanced analytics so that you can track your campaigns' success.

• Mailshake- Mailshake is an email automation tool that simplifies creating and sending outreach emails. The platform offers a variety of features, including personalization, scheduling, and A/B testing. 

Mailshake also integrates with various CRMs and sales platforms. It makes managing leads and tracking engagement easy.

6 Cold Email Templates to Add Your Automation

So, while proceeding with the cold email marketing automation tool, you can feed it with the following 6 email templates:

1. The AIDA Model-

• Captures the attention and interest of the reader
• Create a desire for the product or service being promoted
• And, ultimately lead to action. 

Check out its sample template: 

2. The ICSA model-

ICSA (Industrial Case Study Approach) model is a persuasive sales pitch framework. It utilizes real-life case studies to showcase how your product or service has helped similar companies achieve their goals. By highlighting tangible results and building credibility, this model effectively captures the reader's attention and inspires them to take action.

3. The BVPR model- 

• Advantages of your product or service
• Emphasizes the key benefits and unique value proposition
• Showcases measurable results. 

The model is designed to grab the recipient's attention, generate interest, and encourage further conversation. Here’s a sample:

4. Referral Email-

The email type uses a mutual connection or referral source to capture your prospect's attention and trust. Demonstrate research on the prospect and establish common ground.

5. Personalized Email-

It customizes your email based on the prospect's situation, needs, goals, or interests. The email type shows genuine care and offers something relevant and valuable.

6. Follow-up Email- 

Send a follow-up email after the initial cold email. Remind the prospect of the previous message, provide additional value or information, and request a response or call to action.

Conclusion

Cold email marketing automation is a powerful tool for connecting potential customers and generating leads. Advanced segmentation, personalized messaging, and targeted outreach increase your chances of success in converting cold prospects into loyal customers. 

However, ensure the email automation tool used is reliable and effective. Cold email marketing automation can be helpful for your business with the right strategy and tools. 

You wouldn't need to invest most of your time in figuring out how to make email automation work for your business by partnering with Revnew. We provide B2B lead generation services with the potential to generate high-value leads through various outbound tactics. 

We have expertise in cold emailing and use automation tools like HubSpot and Salesforce to derive the best outcomes. Contact us to know more.