The competitive B2B space demands your business to master reaching and retaining potential...
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Effective email marketing strategies are necessary to thrive in this highly competitive business landscape. One such strategy is cold email marketing, where you reach out to target prospects with no prior relationship with your brand.
Cold email marketing is the best way to introduce your products or services to a new audience. In fact, cold emails have an average open rate of 44%.
However, you need to put on a thoughtful approach and a well-crafted message to avoid coming out as spam.
So, let us explore some effective cold email marketing strategies for 2023.
15 Most Effective Cold Email Marketing Strategies
Here, we will explore strategies you must follow for your cold emailing efforts. These strategies are known to show good results.
So, let's check them out here:
- Relevant Success Stories/case Studies
- Personalized Product Solutions
- Personalized Product Demo/trial
Appealing Subject Line
- Shortened Subject Line
- Power Words
- Recipient Personally Addressed
- No Spam Words
Optimized Email Copy/Message
- Personalized Message
- Relevant Product Benefits Highlighted
- Yes/no Or Multiple Choice Questions
- Action-oriented CTA
- Persuasive Language
- No Unnecessary Jargons
Sales Team Set Up
- Assistant Executive (AE)
- Sales Development Representative (SDR)
- Sales Manager
- Sales Operation
- Sales Engineer
- Custom success manager
Cold Email Process Set Up
- Ideal Recipient Selection
- Email Copy Optimization
- Email-delivery Time/Date Selection
- Email Marketing Tracking Software (Campaign Monitor, HubSpot, MailChimp, etc)
- URL tracking
- CRM System (Zoho, Salesforce, etc)
- 12-weeks Wait Time
- Fewer Email Sent to Known People
- Gradual Increase In Email Volume
- Sender Policy Framework (SPF) Protocol Implementation
- DomainKeys Identified Mail (DKIM) Protocol Implementation
- Domain-based Message Authentication, Reporting, and Conformance (DMARC) Protocol Implementation
- Proper DNS Configuration
Solid Appointment-setting Script
- Concise And Clear Script
- Product Value Display
- Clear CTA
- Personalized Terms
A/B Test Of Email Templates
- Two Email Version Segmentation
- Small Sample Test
- Different Elements Test (Opening Sentence, Subject Line, CTA)
- Email Follow-up
- Phone Call Follow-up
- Social Media DMs
- Hybrid Follow-up (Call+Email)
- Active Listening
- Addressing Prospects' Queries
- Addressing Prospects' Concerns
Close the Deal
- Terms Of Deal Clearly Explained
- Prospects' Expectations pre-defined
- Excellent Customer Service
- Promise Delivery
- Continues Support
- Consistent Outreach Efforts
- Working Strategies Refined Further]
1. Give Special Offers
Identify your targeted prospects' needs/pain points through market research. Then, frame your offer accordingly.
Here, you can offer to show how your product or service can solve their problems by sharing:
- Most relevant case studies or success stories
- Solutions of your product or service that directly align with their needs
- Link to personalized demonstration or trial (If possible)
This way, potential prospects will be more likely to respond to your email due to its relevant value offering.
For example, if you're selling a project management tool, you could offer first-time users a free trial or a discount.
2. Write An Appealing Subject Line
The subject line is the first thing your recipient will see. In fact, 64% of recipients decide to delete or open emails depending only on subject lines. So, you need to make it stand out.
Here's how you can do it:
- Shorten The Subject Line's Length
Make it short, concise, and attention-grabbing. Most people read emails on their mobile devices.
Thus, the shorter the subject line, the better the chances of getting the recipient's response. HubSpot suggests keeping subject lines under 45 characters at most.
- Use Power Words
Use words that create urgency for your prospect to check out your email. Some of the words to use include:
- Limited time
- Personalize The Subject Line
Mention the recipient's or company's name in the subject line. You can address them using pronouns like "You" and "Your."
- Avoid Using Spammy Words
Some words like "free," "discount," “act now,” or “credit” can trigger spam filters. Additionally, you must also avoid using excessive exclamation marks.
3. Optimize The Email Copy/Message
Remember to follow these points for email message copy optimization:
- Start the copy with personalized language. It makes your cold email feel less like a generic sales pitch and more like a thoughtful message. In fact, it shows you've done your homework.
- Reference a recent project your target prospect worked on or an article they wrote.
- Keep your message short and to the point, highlighting only the relevant benefits of your product or service.
- Also, avoid open-ended questions requiring a lengthy response, as CEOs and CTOS are busy. Instead, use specific prompt types, such as yes/no questions or multiple-choice questions, to encourage a quick response.
- Provide a clear and action-oriented CTA (Call-to-Action) that’s most relevant to your unique offer.
- Use persuasive language.
- Speak your prospects’ language. It means avoiding jargon or technical terms the recipient may not understand.
4. Set Up Your Sales Team
You need a dedicated sales team to develop effective sales pitches and close and nurture leads. Below is the list of professionals you must have on your sales team:
- Assistant Executive (AE)- They focus on nurturing client relationships, closing deals, and achieving sales targets.
- Sales Development Representative (SDR)- They focus on prospecting, qualifying leads, and setting up meetings for Account Executives.
- Sales Manager- They oversee and guide the sales team to meet revenue goals.
- Sales Operation- They handle sales processes, data analysis, and CRM management.
- Sales Engineer- They provide technical expertise and support in the sales process.
- Customer Success Manager- They ensure client satisfaction and drive the adoption of products/services.
5. Set Up A Cold Email Process
Setting up the cold email process involves creating a plan for sending out brand messages to engage cold leads effectively. It includes:
- Selecting the recipients
- Ensuring the email copy is sales optimized
- Scheduling the emails to be sent at the right time
So, let's understand the other these tasks:
- Selecting The Recipients
1. Researching The Target Audience
Ensure to analyze the following databases:
- Demographic data such as:
- Psychographic data such as:
- Personality traits
- Firmographic data such as:
- Market research
- Customer feedback
2. List Building And Targeting ICPs-
Building a high-quality list of targeted prospects that fit your Ideal Customer Profile (ICP) is crucial for the success of your cold email campaign.
Here are the steps involved in building a target email list for cold outreach:
- Use LinkedIn-
- Attend Events And Conferences-
- Partner With Complementary Businesses-
- Use Paid Advertising-
- Perform Lead Scraping-
It generates many leads fast. However, you need to be selective and maintain a clean and updated database by removing invalid or outdated info via data cleansing.
- Ensuring the Email Copy Is Sales Optimized
- Personalization- Recipient and their company name, industry, and relevant topic/matter.
- Social Proof Signals- Relevant case study/Customer testimonials, reviews/business social media links/relevant awards, or certifications.
- Effective CTA- Provide an easy-to-follow and clear CTA for your prospect. Some examples include:
- Schedule a Demo
Please click here to book a demo slot: [insert booking link].
- Offer a Free Resource
Simply click here to download your copy: [insert download link].
- Invite to a Webinar or Event
Please register here to secure your spot: [insert registration link].
- Scheduling The Emails To Be Sent At The Right Time
By the right time, we mean the specific duration in a day or certain days in a week when your target audience is most likely to check their emails.
- Research says Thursday, Wednesday, and Tuesday, are the best days to send a B2B email.
- Also, experts consider the best time to send a B2B email; you should send it between 9:00 AM to 12:00 PM and 12:00 PM to 3:00 PM.
6. Track Responses
Here are some tactics to track your cold email responses effectively:
- Use Email Marketing Software-
- Set Up Tracking URLs-
You can set up tracking URLs for the links in your email to track the clicks on those links. Further, it helps you understand which links generate the most interest and which are not getting any clicks.
- Use A CRM System-
7. Practice Email Warmup
Email warmup is a technique used to increase the deliverability of cold emails. It involves:
Sending a series of low-volume emails to warm up your new email domain.
Build a positive reputation with email service providers.
The best way to do it is:
- Wait for some time (nearly 12 weeks before using your new email address for your cold email campaign).
- Start by sending a few emails to people you know, such as colleagues or friends, before sending out a large volume of cold emails.
- Then, gradually increase the volume of emails over time while monitoring your email deliverability rates.
It will help to ensure your cold emails land in the recipient's inbox rather than their spam folder.
8. Secure Your Domain
When you start cold email marketing, it is essential to secure your domain to avoid ending up in the spam folder. For this, you need to implement domain authentication protocols like:
- Sender Policy Framework (SPF)
- DomainKeys Identified Mail (DKIM)
- Domain-based Message Authentication, Reporting, and Conformance (DMARC)
These protocols authenticate your domain, making emails look more legitimate to the email service providers.
Additionally, ensure you have a proper DNS configuration and a professional email address to avoid getting flagged by spam filters.
9. Write A Solid Appointment-setting Script
A well-written script can make a significant difference in your appointment-setting efforts. Here's a quick overview of elements to add:
- Concise, clear, and compelling script.
- Display the value of your product or service for prospects.
- A clear CTA that entices the prospect to schedule an appointment with you.
- Personalized terms, such as a prospect or their company/industry name.
Here's an example of a great appointment-setting script:
|[Your Business Name] - Schedule a Valuable Discussion
|Dear [Prospect's Name],
I hope you're doing well. We specialize in [mention your industry or services briefly]. I came across your company, [Prospect's Company Name], and was intrigued by your [mention a recent achievement or project that caught your attention].
|I understand that you may not be familiar with our company, but we could offer valuable insights and solutions to help [Prospect's Company] achieve even greater success. I would appreciate the opportunity to discuss how our services align with your goals and potentially explore ways to collaborate.
|I suggest a brief call to introduce ourselves and discuss your business needs in more detail. I believe this conversation will be insightful and could potentially open doors to new possibilities. Here are a few key points we can cover:
An overview of our company's expertise and how it can benefit your specific industry.
Examples of successful partnerships we have had with other companies similar to yours.
A deeper understanding of your business challenges and goals to identify areas where we can provide support.
Possible strategies and tailored solutions we can offer to address your specific needs.
I understand that your time is valuable, so I propose a 15-minute call at your convenience. Please let me know which time slots work best for you, and I will send a calendar invitation promptly. Alternatively, if you prefer a different mode of communication or would like to suggest a different time. Please feel free to let me know.
Thank you for considering this opportunity, and I look forward to connecting with you soon. Should you have any questions in the meantime, please reach out.
10. Run A/B Test Of Email Templates
A/B testing is a valuable strategy to optimize your email templates and improve your cold email campaign's effectiveness. It involves:
- Creating two versions of your email
- Testing them on a small sample of your list
The better version can then be sent to the rest of your list.
Also, you can test different elements such as:
- The subject line
- Opening sentence
This practice can help you refine your approach and increase your email engagement rates.
11. Perform Lead Follow-up
Regarding cold outreach, following up is essential. Most prospects won't convert on the first contact. Therefore, you must keep the conversation going.
Follow-up can come in many forms, including:
- Phone calls
- Social media messages
Among others, emails offer a strong return on investment for marketers. You can expect an average of $40 profits on every $1 you spend on emails. However, you hybrid outreach (we’ll come to that next) – to keep in touch with your prospects.
12. Don’t Miss the Sales Call
Again, talking about hybrid follow-up approaches, you can use sales calls and cold emailing together.
However, like email, a successful sales call requires preparation, including:
- Researching the prospect
- Identifying their pain points
- Developing a compelling pitch.
Therefore, during the call, ensure to:
- Actively listen to the prospect
- Answer their questions
- Address their concerns
13. Close the Deal
Closing the deal is the ultimate goal of any cold outreach effort. Once you've:
- Identified the prospect's pain points
- Demonstrated the value of your product or service
- Addressed any concerns they may have
It's time to ask for the sale. So, be clear about the terms of the deal and what prospects can expect from your business.
Also, don't be afraid to negotiate. But be prepared to walk away if the deal isn't a good fit for both parties.
14. Retain Obtained Leads
Retaining prospects is just as important as acquiring them. Once you close the deal, you must continue building a relationship with the customer. Therefore, you have to:
- Provide excellent customer service
- Deliver on your promises
- Offer ongoing support
By retaining your customers, you'll be able to:
- Generate repeat business
- Increase the customer lifetime value
- Build a strong reputation in your industry
15. Repeat The Strategies That Work
When contacting cold leads, it's essential to experiment with different outreach strategies to see what works best.
However, once you identify an effective strategy, it's essential to repeat it.
Repeating strategies that work is vital for several reasons. Such as;
- It ensures consistency in your outreach efforts, which can help build brand recognition and trust with your prospects.
- Consistently using the same messaging and tactics helps to reinforce your brand and create a sense of familiarity with your prospects.
You can identify and refine the most effective strategies to achieve even better results. It can include:
- Adjusting the timing and frequency of your outreach
- Refining your targeting criteria
Cold email marketing can be an effective way to reach new customers and grow your business. However, it's essential to use best practices and strategies to increase the chances of a successful cold email marketing strategy.
Additionally, ensure compliance with email marketing regulations to protect your reputation and avoid penalties.
In fact, you must connect with Revnew, a reliable B2B lead generation agency, to simplify the process. Our experts have years of experience in bridging business success through cold emailing for our clients. You can contact us to discuss it further.