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How Cold Emails Help Product-Led Growth Companies Reach Success

May 4, 2023

Wish you could spend more time converting leads to customers and less time looking for prospects?



Lots of marketers at product-led growth (PLG) companies struggle to find leads and convert them into free product users. And we all know that your sales pipeline isn’t going to fill itself.



But, as the marketing landscape changes every year, many traditional business-to-business (B2B) growth strategies are no longer as effective as they were a decade ago. Today, in order to grow your business, you also need to build awareness and demand.



You need a strategy that allows you to put your product front and center, building your growth around the value it offers to users. 



So, what is this strategy?



Cold emailing. 



Yes, we know it’s a traditional B2B marketing strategy. Still, product-led growth marketing is more product-focused, and cold emailing allows you to do just that – put your product front and center while engaging potential customers.



Let’s dive deeper into how product-led growth companies can create the perfect cold email outreach campaigns to cost-effectively fill their sales pipeline.



How PLG Can Benefit From Cold Emails


Product-led companies often face the same challenge when it comes to acquiring customers: How can I get my product in front of the right people?



That’s where cold emailing comes in. With cold outreach, you can:


  • Identify target audiences and reach out directly: Instead of running ads or hoping for organic traffic, you can be proactive and start conversations with prospects who have the greatest potential to become product users and customers.
  • Generate high-quality leads: By sending targeted emails to the right people at the right time, you can reach out to more potential customers, leading them to become free product users and eventually convert them into paying customers.
  • Gather valuable data: You can use cold emails to create product awareness, boost product usage, increase engagement, and build relationships with potential customers. You can even use cold emailing for product feedback and feature requests to better understand how the product team can refine your product.


However, it’s important to note that cold emailing isn’t a one-size-fits-all solution. You have to tailor your message and strategy based on the product you offer, the people you’re targeting, and the results you want to achieve with your outreach campaign.



How Product-Led Companies Can Launch Cold Email Outreach Campaigns Effectively


Cold emails are easy and difficult at the same time. 



On one hand, they’re easy, because you can quickly find companies and their contact details using lead generation tools. On the other hand, cold email campaigns can be pretty difficult, since you have to convince them that your product benefits them in 200 words or less.



So let’s break down exactly how to do that and fill up your sales pipeline effectively using cold emails:


1. Focus on Product Benefits


In product-led growth companies, your ultimate focus is the product. So, it’s important to hone your messaging and pinpoint an angle that highlights your product features in terms of the benefit they’ll provide for your prospects. 



For example, explain how your product can help solve the problems that your potential clients are having and then demonstrate its value by providing success stories or a demo video.



2. Personalize Your Emails


Customizing your cold emails for each prospect and tailoring them according to your product value is vital. After all, 72% of customers will only engage with personalized messaging. So, the point of personalizing your content is to increase engagement with your emails by improving the customer experience.



Personalize your emails by ensuring that each copy speaks directly to the reader. From the email subject line to your call to action, you’ve got to let your readers feel that you’ve specifically crafted the message just for them.



3. Include Persuasion Triggers


One of your main goals when sending cold emails is to achieve high open rates. But a high open rate is only as valuable as your corresponding response rates or click-through rates.



Using persuasion triggers in your email body helps your prospect move toward your desired action. Remember, you’re not supposed to just include information about your product and company—you want to convince your readers that they want and need your product.



There are many types of persuasion triggers you can use to do this, including:


  • Social proof: At an unconscious level, people believe that when the majority of people are leaving positive reviews about your product, the product has social approval, and therefore must be really effective. Some examples of social proof are user testimonials, business credentials, and product usage data.
  • Paint a picture: Focus your content on emotions. You can do this by showing how your product can improve their lives or explaining what they’re missing out on if they don’t use it.
  • FOMO: Let your readers feel like they have to try and purchase your products immediately by highlighting scarcity, using countdown timers to deadlines, and showing that it’s quickly selling out.


Layering your email body with persuasion triggers helps your prospect respond to your emails and not just read and delete them or mark them unread for later.



4. Include a Clear Call to Action (CTA)


Your cold emails should include a straightforward CTA that will help your reader know what to do next. As we’ve said, the measurement of success for your email campaign is the number of people who take the desired action for your email CTA.



Here are three motivations for your CTA:


  • If you have a product like Spotify that entices customers with the experience, it’s best to offer a free trial to your prospects.
  • If you have a more complicated product that requires thorough discussion with prospects like POS systems, maybe a sales call is better than a free trial.
  • If you want your prospects to order your products, like Nintendo, you can redirect them to your website or landing page by having a clickable link as your CTA.


Having a clear CTA helps you drive more engagement with your product and ensure you’re moving in the right direction, which is acquiring more product users.



5. Monitor Your Email Campaigns


Cold emails are a great tool for tracking product usage and engagement. For example, you can use UTM parameters to track product signups or product feature requests.



When monitoring, you should – at the bare minimum – be measuring:


  • Product conversion rate
  • Product engagement
  • Product satisfaction scores


Doing so helps you know if your cold email outreach campaign effectively promotes your product and reaches the right people. Also, this data allows you to distinguish which parts of your campaign you need to adjust to achieve better growth.



6. Pay Attention to Customer Feedback


Always consider all the customer feedback you receive, both positive and negative. What your customers say about your products helps you refine them and make them more useful for product users. More than that, it gives you an insight into what product features customers are looking for, which is invaluable for your future product growth strategies.



7. Optimize the Process


Finally, optimizing your overall outreach campaign regularly is necessary to ensure maximum effectiveness. You should test different techniques like personalization, content formats, and CTAs through A/B testing to see what works best.



When you optimize your process, product-led growth marketing becomes more effective and helps you acquire more high-quality leads and product users from cold emails.



Cold Emails To Warm Your Lead Generation Efforts


Product growth requires effort and investment, but the rewards are worth it. And cold email is one of the most effective product-led growth strategies that PLG companies can use for acquiring customers.



With cold emails, you can spend more time converting more leads to customers, because it helps you find more prospects quickly. Then, as you keep optimizing your outreach, you’ll see how easy it is to fill up your sales funnels without the need for huge amounts of extra resources.



Ready to optimize your cold email campaign, but don’t know where to start? ScaleUpSales can help you. With us, you’ll have access to a pool of experts who can assist you in creating and launching a successful outreach campaign to boost your sales. Contact us today to get started.