5 Types of Email Marketing Campaigns (And Which One to Choose Based on Goals)
Email marketing is the crème de la crème if you’re looking for the marketing channel with the highest ROI—with a 4000% return on average. ...
July 4, 2023
It’s not hard to imagine your marketing team sending out 50, if not 200, cold outreach correspondences every day. After all, 75% of professionals are willing to schedule a meeting just by receiving a cold email or call.
That said, cold outreach is easy to fumble.
Factors like a generic message or even bad timing can lead a prospect to ignore your communication attempts. Put yourself in your prospect’s shoes—the average person encounters 121 business emails daily. How many of those emails would you give the time of day to?
Why? What about them catches your eye?
Well, you don’t need to think that long about it. Here, we’ll give you the tools to tailor the best cold outreach strategies to land more clients.
Choosing a suitable communication method is your first concern. Prospects have a preferred contact method, so tried and true techniques won’t be effective for everyone.
Take cold calling, for instance. It comes with it’s share of benefits, with an equal amount of negatives:
So how do you determine which channels suit your cold outreach strategy? Well, you can identify your best choice in three easy steps:
Creating buyer personas is the first step in getting your message across effectively. Understanding your audience’s demographics, motivations, preferences, and lingo will help you get on the same level as your prospects.
Then, you can use social listening tools like Google Analytics and social media analytics to acquire necessary info for your personas, including:
The more you know about your audience, the better you can connect with them.
A large budget doesn’t necessarily mean you’ll develop an ideal strategy. We can look at New Coke as the perfect example. Coca-Cola spent $4 million and lost $30 million in the process, all because they didn’t understand the needs and wants of their customers.
In contrast, Wendy’s spent next to nothing to create their Twitter profile. However, despite the low investment cost, the fast-food giant landed $64.4 million in profits off the back of their Twitter marketing.
Rather than focusing on expensive marketing channels like a Superbowl ad, center your cold outreach strategy on channels where your audience is most active. Case in point, email presents eye-watering ROI opportunities, with its $38 return for every dollar spent.
Peep on your rivals and see which channels they use for their outreach strategy. You’ll want to study what type of content they produce for each channel and how well their outreach strategy is performing.
To help you conduct your competitive analysis, you can use tools like SE Ranking’s Competitor Analysis Tool to get critical SEO data like high-performing keywords, website traffic, and backlink performance.
Keeping an eye on your rivals will help you decide which channels will help your cold outreach strategy the most.
Despite email providing the most ROI out of any channel, social media leverages a unique benefit: it allows you to connect with your prospects on a personal level.
For instance, browsing a prospect’s feed might help you zero in on their challenges.
Look at someone’s Linkedin, and you get an idea of your prospect’s pain points, recent achievements, and the types of content that interests them – all of which gives you an “in” with your cold leads. However, there are three things you need to keep in mind when conducting social media cold outreach:
Thanks to its unique position as one of the best platforms for encouraging engagement, social media (especially Linkedin) is a cold outreach channel you shouldn’t ignore.
The secret to every cold outreach strategy is consistency. Ideally, you want to have frequent exchanges with your prospects and follow up on your initial outreach attempts. In fact, it takes an average of 8 touchpoints before getting a response from a prospect.
Despite that, nearly 50% of salespeople give up after the first outreach attempt. And, given the repetitive nature of following up on every message, it’s understandable why a majority of salespeople give up quickly.
That’s where automation comes in. For example, some automation software enables you to schedule and automatically deliver responses. In contrast, others allow you to capture email addresses from social media accounts. Ideally, you’ll want to employ tools like:
Automation software is a tool you must recognize for your cold outreach strategy.
A person’s willingness to buy a product increases by 400% if a friend recommends it. That’s why leveraging a referral presents a considerable advantage for your outreach attempts.
So requesting your clients to refer you to their friends and business associates should be one of the pillars of your outreach strategy. Then, you can employ these tactics to further your referral strategy:
Referrals are an easy way to boost the engagement of your cold outreach strategy.
Only once in a blue moon will you find that prospect that immediately responds to you after your first correspondence. Instead, you’re more likely to get an after several attempts. For instance, when it comes to email, you’re expected to get a response from your prospect after at least six emails.
However, there’s a fine line between persistent and annoying. Staying clear of that line will increase your engagement while avoiding the spam filter. So, you’ll need two tactics to keep a persistent tone without sounding annoying:
Avoiding annoyance while keeping up correspondence will improve your odds of converting prospects.
Cold outreach is essential for finding more leads, but dropping the ball is easy. For example, a mistake like sounding too generic can get you flagged on your customer’s spam list, and recovering from that is nearly impossible.
Luckily with a couple of changes, your cold outreach strategy can go from zero to hero. For instance, automation tools can help you nail down a prospect’s email address and even help craft personalized emails. Luckily, at ScaleUp Sales, we’ve got a team of experts that can help personalize a cold outreach strategy that works for your business.
Contact us today and get a headstart on boosting your engagements through cold outreach.