Cold emailing is harder than most cold outreach strategies for one reason: You can’t modify your approach in real time because you don’t have any prior relationship with your target audience, and you lack non-verbal feedback. 

 

 

Guessing what your audience thinks about your message is difficult, which is why most cold emails fail. Marketers wing an email campaign because the stats say it works and Steve Jobs and Elon Musk do it, but when the first campaign doesn’t shoot ROI sky-high, they quit. 

 

 

But what really makes an email campaign successful is repeating it and using the strategy as a litmus test on prospects to pave the buyer’s journey and strengthen the company.

 

 

So, how can companies make their cold emailing campaigns more effective and get customers and more sales to prove it works? Here are 5 key strategies to increase your chances of launching a successful email campaign:

 

 

1. Don’t Wing Your Campaigns

 

“Failing to plan is planning to fail.”

 

 

It’s an old saying that remains true and relevant—including in email marketing.

 

 

Merely writing an email and sending it to thousands of people won’t do wonders for your business. You have to strategize your campaign and stick to your goals to help you be on the right path at all times.

 

 

So, before you start sending emails, set an overall goal for the campaign. 

 

 

For example, cold email outreach campaigns can be good for generating high-quality leads, acquiring product feedback, and growing your network. Choose your business’s purpose for sending cold emails, then strategize how you’ll meet your campaign goal. Different strategies work best for certain industries, so choose one or several strategies combined according to your field.

 

 

Campaign According to Your Industry

 

We’ve written cold email outreach campaign guides to help marketers in different industries effectively reach potential customers and boost sales. Follow the linked guides below to learn universal campaign rules that apply to your industry and the best cold email templates and tactics for your audience:

 

• For Startups
• For Event Companies
• For Product-Led Growth Companies
• For B2B Companies

 

With a concrete objective for your campaign, it’s easier to craft targeted content that’s valuable to your audience. And from there, you can make your cold outreach efforts more effective by grouping your email lists based on their similarities to send messages that are highly relevant to them.

 

 

2. Segment Your Email Lists

 

Sending random emails to random contacts is a straight way to the spam folder and a great way to annoy  your recipients. That’s why every contact in your email campaign list should belong to a segment, where you should craft highly personalized messages according to their demographics. 

 

 

For example, you can segment your email lists by the following factors:

 

• Gender: For some businesses, it makes sense to categorize the market within gender lines, especially if you’re offering products that are made specifically for men or women.
• Geographic location: Segmenting by location allows you to promote and sell popular products in specific areas. Plus, you can take advantage of grasping the local market to create more value for the customers.
• Job title: You wouldn’t pitch to an employee the same way you would with a CEO. So segment your list according to job titles and positions—your approach will greatly differ depending on who you’re talking to.

 

Email list segmentation helps you craft content that provides an individualized experience via a mass medium. Segments can be as large as all the people who bought a specific product on your website or as small as potential customers living in Tennessee who signed up for your newsletter in the past week. 

 

 

Although based on our experience, the smaller the segments, the more targeted your content becomes, and the more likely that it’ll resonate with recipients. You’ll get to craft relevant and valuable content that meets your prospects’ needs and interests without sounding too generic and sales-y.

 

 

Other marketing areas that improve when you segment your emails before sending them include:

 

• Open rates: Segmenting helps you define your audience demographic, so you can engage them with content that interests them and enjoy higher open rates. Include content in your emails that resonates with your prospects and craft email subject lines that they just can’t ignore.
• Click-through rates: Segmented campaigns receive 100.95% more clicks than non-segmented ones. One reason is that relevant content encourages readers to learn more about your product or service—they can immediately resonate and act upon your message.
• Conversion rates: Sending emails to segmented email lists can lead to a 760% increase in revenue because once they click on your CTA, you’ve already convinced them of your new product, and they are more likely to become paying customers.

 

 

3. Constantly Test Your Campaign

 

Follow every cold email campaign closely, record the techniques you used and the reactions you got, and adjust the next campaign according to your results. For example, keep track of:

 

• Subject lines
• Email content
• Approach and angle
• Source of leads
• Target audience
• Salutations

 

Regularly testing your campaigns lets you compare different versions of your message and focus on the strategies that yield a higher open or click-through rate.

 

 

Keep in mind that some email clients such as Gmail and Outlook render messages differently. So, ensure that you also test your emails to see if they’re rendering properly across a range of email clients before sending them out.

 

 

4. Practice the Art of Detached Attachment

 

Detached attachment means letting go of control and allowing your possessions to come and go. In email marketing terms, this means accepting that not every campaign leads to the desired results, but every campaign is an opportunity to improve and get closer to the mark.

 

 

Cold outreach involves reaching out to prospects you’ve never met and who may not have heard about your business. And while campaigning can feel like riding a roller coaster—campaigns often result in low open rates, high bounce rates, or even zero response rates—if you practice and master the art of detached attachment, these lows will only help you strategize your campaigns better and have a positive outlook until you reach your goals.

 

 

5. Make It All About Your Reader

 

Remember that one guy at the party who cornered you only to talk about nothing but himself? It was annoying, right? Unfortunately, many email campaigns follow the same model. Plus, deleting an email is much easier than escaping a party. 

 

 

So don’t send selfish cold outreach emails. Instead, craft prospect-focused emails that show your potential customers that you understand their needs and that you want to help solve their problems. It won’t be easy at first, but as long as you write your emails intending to provide value to your potential customers, you’ll see your customer base grow and sales increase.

 

 

Launch Effective Cold Outreach Email Campaigns and Boost Your Sales

 

Cold email campaigns feel like cold, dark tunnels—when you’re in the middle of a campaign, it can be hard to see the light at the end. Is the campaign working? What are the recipients thinking? The only way to know how a campaign went is by seeing it through to the end and evaluating the results. And, if you do, the results will be well worth your efforts.

 

 

If you’re looking for more guidance on the best strategy for your business to achieve a high average ROI, contact our cold outreach professionals at ScaleUpSales. We’re here to do all the heavy lifting for you while you sit back and see your sales grow.

 

 

With ScaleUpSales, you’ll have access to a pool of cold email professionals who can help take your email marketing game to the next level. Contact us today!