Just because it is in the name, cold outreach sequences shouldn't be "cold." The purpose of outreach sequences is to correctly time all the communication touchpoints of your business to your prospective clients. You have to remember; there are probably hundreds of companies targeting the same prospects. How do you craft your outreach messages so that it doesn't get ignored?
So why is cold messaging so important? Based on an experiment done by FastCompany, only 1.7% of people respond to cold emails. And yet, according to VentureBeat, cold email is the channel that generates the highest ROI for marketers.
Cold email is also 40 times better than social media in acquiring new customers, according to McKinsey. So, where is the problem? Why are reply rates so low? The most common issues are in the content of your messaging throughout the sequence. Most emails lack personalization and value.
While it is nearly impossible to send a personalized and well-researched email for all your prospects, there are some techniques you can do to improve the effectiveness of your outreach sequence.
1) Timing is Everything
Just like knowing when to talk during conversations, it is also crucial to time your messages well. Depending on your target market, the day and time of sending your emails are relevant.
Executives check and clean up their inbox on Sunday nights to get ready for Monday; it's good to send out emails during that time. Check with your analytics to see which times have the highest reply rate depending on your target market and adjust your timing accordingly.
Keep in mind that it is not about the number of emails sent but rather the connection you make with your prospects.
It is important to note that in every email sequence, the first email should be kept in a friendly, conversational tone and brings value to the recipient. In your opening, the cold email includes the following elements:
- Build trust and rapport
- Say why you're reaching out
- List benefits they'll get if they do the call-to-action
- State a clear call-to-action
For a more personalized touch, you can add a LinkedIn connect request; this will help warm up the cold lead.
2) Personalize Your Message - It Sounds More Sincere
Almost all of us have received at least once, a lousy email. A lousy email sounds generic and feels like the sender is using you, especially ones that ask something from you without giving value first. Stop sending out mass-produced emails.
While it is true that the purpose of creating email templates is to speed up the process of sending them, it sometimes compromises on quality.
Don't just mention your target audiences' name, company, and location and think it's already a personalized email. Everybody receives emails like those and would likely ignore them.
What you can do, if applicable, is mention a specific product/service they provide in your email and state how you can help them. Always show that you can do something for them first before asking anything in return.
3) Bring Value To Your Recipients
Bringing value is another crucial element you need to check in your outreach sequence. Value is what's going to convince your potential clients that they need to act and reply to your message.
Here are items that you can add to your content to urge the prospect to take action and further the sales process:
- Case studies - This will show your prospect concrete proof of how your product/service has helped others in their venture. Case studies are highly technical and present measurable effects on them. Testimonials and success stories - Knowing others have relied on you before and have had a positive review will push a prospect to be less skeptical of your business.
- Testimonials automatically build trust. According to GrooveHQ, including testimonials in emails have increased conversions by 15%
- Referrals - When you are referred to a prospect, use that to your advantage and establish a strong connection with them. Whatever feelings they have for the referrer will be transferred to you, so make sure you have some information about the referrer that you can use.
- Helpful content - Take time to understand your prospects' problems and offer a solution instead. This is especially helpful if you have no customer data to share and show your prospects yet.
4) Target the Right People
You could have the best sequence outreach in the world, with engaging content and convincing and robust call-to-action, but all of these are useless if the correct audience doesn't receive them.
You can always check if you're targeting the right people by reviewing your sequence. Define the persona, industry, location, and specific company of your target audience. But remember, there are different ways of approach different types of people.