As a businessperson, you won’t ignore the need of sending cold emails at one point. Just to mention, these are emails sent to people you have no prior relationship or contact with. Marketing experts agree that this can be an effective sales tool if used properly. Cold email tips are more or less an obstructive version of cold calls, only that they save you from the awkwardness of being rejected over the phone.
Perhaps the reason why cold emails can be effective sales tools is that they can’t be considered spam. Get it right though; if done correctly, cold emails can be an invaluable tool in closing your sales. However, if done poorly, it can cost you not only time and money, but also brand reputation. That said, what does an effective cold email strategy involve? Check out the guide below.
Setting Up Your Cold Email Strategy
Cold emails are more or less an obstructive version of cold calls, only that they save you from the awkwardness of being rejected over the phone. However, unlike cold calls where you have some time to convince the listener, you have no control over what the recipient of a cold email does once the email lands in their inbox.
Therefore, less is always more in this situation. Keep your emails short and personalize as much as possible.
- Begin With an Email Address with a Different Domain
Starting your cold email campaign with a different email domain is of much importance. It is a precautionary measure that can save you a lot. For starters, you aren’t sure what will work based on your various prospects. This means extensive experimenting. If you dive in using an address with your business domain, you expose your venture to the risk of ruining your company’s reputation and other email addresses set up on that domain.
Therefore, a safer option is setting up a new domain for such campaigns to new audiences. Once the new domain is up, don’t send emails immediately. Allow it some time – at least 3 weeks, to gain little reputation.
- Set Up SPF and DKIM Records
Safety of your domain and email addresses is always a priority. This is why you need an SPF and DKIM policy. SPF, the short of Sender Policy Framework is a security measure aimed at making sure that malicious people don’t send emails on your behalf. Once integrated with DNS servers, SPF takes charge by defining the email IP address used to send emails from your domain.
On the other hand, DKIM – DomainKey Identified Mail adds a protective layer to your SPF. This additional authentication additionally adds the receiving DNS server that you are the one sending the email. Always be sure of what you are doing, therefore, use a mail tester to confirm if you’ve set up things properly.
- Set Up the “From” Field and Personal Data
For cold emails, your identity will significantly affect the deliverability and effectiveness of your emails. This calls for the use of real personal data. To do this, fill up the “From” field, bearing in mind that your prospects will want to validate your identity. If the prospects use Gmail or a plugin like Rapportive, having a LinkedIn is integral. Therefore, you should have a LinkedIn address to your alternative email address.
- Collect Quality Leads
As you continue configuring your email, gaining some reputation and warming up the new address, you should be collecting high-quality prospects all along. This aims at making sure that you don’t waste time marketing to the wrong people and also improves deliverability.
Sending quality, personalized and overly targeted emails help in preventing them from being flagged spam. Note that even if 0.1% of your targeted recipients mark your messages as spam, your emails might no longer be delivered and end up in the spam list. Therefore, always send emails to prospects with high-quality leads.
- Verify Prospect’s Email Addresses
You definitely want to ensure that everything on your side and prospect’s side is valid. Sending emails to invalid email addresses is just a waste of time and can impact your entire campaign. According to ReturnPath, if as little as between 2 – 9% of your total emails bounce, all your emails could stop from being delivered.
Most email service providers have built-in systems that validates email addresses before emails are sent out. However, you can’t rely fully on this. Since you mean business, try tools like Email Verifier to validate various addresses before sending your emails.
- Personalize Your Emails
Sending duplicate emails to various addresses alerts your email service provider and its anti-spam system. This may lead to you being blocked from your address. Therefore, personalization is the only easy way that will not only avoid raising concerns but will also make your potential prospect feel special.
An easy way of doing this is segmenting your prospects and preparing multiple versions of emails for each segment. Test out which version gets high opens and click-through rates. Of much importance, choose your wording carefully. Spam emails have a common thing – using the same trigger words. As a start-up cold emailer, you might be using them innocently too.
That said, to be on the safe side, you ought to know which wordings are spam triggers. Apart from being careful with your word choice, remember to limit the number of images and HTML tags you use. Avoid super fancy fonts and images that will get prospects thinking that you are salesy.
- Know Email Provide Sending Limits
All email service providers have their own limits when it comes to hourly or daily number of emails sent. You should have a rough idea of this beforehand to avoid getting unpleasant surprises once you kickstart your campaign.
Preparing and succeeding in a B2B cold email tips campaign requires that you create a trustworthy and personalized email for your prospects. Regardless of your ultimate goal, cold emails is a huge outbound marketing strategy that can work exceptionally for your B2B business. However, the recipe to success is approaching it cautiously with a well-defined strategy. As you find more interested prospects, explore these list building tools so you can track and easily contact all of those potential clients.