Developing a Cold Email Outreach Strategy: A Beginner’s Guide

Cold emailing is one of the most popular marketing techniques. Not only does it improve your reach, but it also promotes your brand efficiently.

As popular as it is a marketing tactic, it’s also arguably the most difficult to pull off.

If done correctly, you can expect your average open rates to play within 15.22% to 28.46%. And that’s a big if!

Also, once people open your email, getting them to click on your CTA is another story.

And that’s the thing about cold emails:

There are so many variables to consider to achieve your desired results!

This reason is why people don’t send out cold emails despite knowing how powerful it is.

If you’re one of these people, then you may want to reconsider after reading this post

You will learn how to develop a cold email strategy optimized for conversion.

Let’s dive in, shall we?

Write in a conversational tone

Talking in a conversational tone makes it easier for readers to understand your message. It also makes you approachable as you use everyday words.
In other words:

Simplify your sentences and don’t sound too technical.

But, you shouldn’t be too informal. Sound professional and with confidence. Also check your spelling, grammar, and punctuation marks as minor errors can turn away leads.

Be straightforward

Get straight to the point.

Don’t go around circles and talk about anything unnecessary. Focus on your clients, not on your offer. You want to bring value to others and not just simply promote your brand.
This makes your brand valuable as it becomes a resource for potential clients. Don’t make blocks of texts. Each paragraph should only have two to three sentences. No one wants to read long and boring emails.

Be specific and include a clear call-to-action. Carefully choose the information you want to share in your email. You shouldn’t give everything out to remain elusive and interesting. You want recipients to come back for more.

Become an authority

Credibility is necessary for recipients to respond to emails. The more credible you are, the higher the response rate.

Do this by sending emails using your business domain. Don’t send cold emails from Gmail, Yahoo!, AOL, or other generic email services.

Your full name should be in your email address. Your photo and contact details should also be in the email signature for people to easily trust you. People want to do business with real and capable people.

Finish with a question

Close your email with a question. This prompts recipients to respond and continue from the dialogue. It gives them a reason to reply, thus enabling you to proceed to the next step of the sales process.

But, don’t go overboard with this such as asking if they want to have a meeting. That’s just too obvious. Instead, ask questions that spark their curiosity.

Follow up

It doesn’t mean that you can disregard recipients if they didn’t respond. In fact, a report states that 85% of leads were generated after a follow-up email was sent. Send a series of follow up messages to recipients who didn’t respond right away.

You can even send an email or two every three to seven days if they still don’t reply. But, don’t be too intrusive as this will annoy them. Have variation in your emails and spice things up so recipients will have something new to read on.

This is vital to having an effective cold email outreach. Don’t force them anything. Keep calm with your follow up emails and don’t give them an impression that they need to reply to anything. This comes naturally to them. Patience is key to a successful cold email campaign.

Be consistent

Consistency is vital to your success. Outreach daily to stay active on your recipients’ emails. You don’t want to dry up your pipeline. Never miss a day in sending emails. I possible, send two emails daily to each person.

But, it’s not recommended to do this often as this can annoy them. Analyze the situation and gauge the willingness of the recipient to avail your offerings. If you think they need more persuasion, but will eventually avail, then send more emails.

But if not, then don’t bother sending another email on the same day. You can do this better by knowing your recipients’ profession, location, and lifestyle. This is where market research comes into play.

Conclusion

Cold email outreach campaigns are effective only if done right. They require great attention to detail and need implementation on a consistent basis. Also, your message should be concise and interesting enough for them to open it.

People want something beneficial too, so you want to bring value to recipients. Inject a bit of personality into your templates as well to spice things up.

We know what happens to boring emails. They’re left unopened, or worse, sent to trash. You don’t want that to happen, right?

By simply following the tips mentioned, we assure you’ll have better chances of acing your cold email outreach. Just remember to be consistent and determined. When you do, then you’re off to success!

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Christopher is a freelance writer who specializes in digital marketing. He runs a small content agency that produces top-notch content for brands and small businesses. When he's not writing, he spends quality time with his family, listens to heavy metal, marks out for pro wrestling, and cheers for the Orlando Magic. Feel free to reach out to him at chris@gosmrk.com

5 reasons your service business must offer online booking

By taking your business’s scheduling online, you open your business up to a new world of potential work. So many businesses continue to do their booking process via the phone or in person. Unfortunately this just doesn’t fit with the realities of what customers want today.


Americans now spend 23 hours per week communicating on the internet using social media, emailing, texting, and other forms of online communication. With the movement towards doing business on online platforms rapidly increasing, it’s time to think about moving your company’s scheduling to the digital realm. Not only can online scheduling save time and money, it can completely change the way you run your business too.

Let’s look at 5 reasons you should move towards online scheduling and see how it can transform your business.

1. Save yourself time

Moving your scheduling online means way less hours spent on the phone or in person booking appointments. It may not be realistic for some businesses to move their scheduling online 100 percent, because in many industries clients still want to call or book appointments in person. But, the amount of time you can save by providing online booking is huge.

2. Earn more money

Online booking is a great way to help your business create more revenue. There are several ways you can use online booking to your advantage, such as allowing customers to pay for their appointment via credit card or PayPal when they book you. This not only gives you instant revenue, but allows you to hold the customer accountable for late fees, rescheduling fees or cancellation fees. You can also give your customers the option to purchase gift cards or special promotion packages if you let them book online – opening up additional revenue streams that just wouldn’t be possible before. This way your customers feel like they are in control of the scheduling process and are more willing to spend money on their appointments.

3. More contented customers

If there’s one thing that all customers want, it’s convenience. Not only do today’s customers want convenience, they want it on their own terms. With online scheduling, you give your customers the convenience to book an appointment whenever and wherever they want. They no longer only have the option to book an appointment during business hours, or whenever the phone line is free. With online scheduling you essentially eliminate phone tag between you and your customers and, giving them the freedom they crave. With more freedom and control over how they book their appointments, your customers are going to be happier overall with their experience right from the very beginning.

4. Reduce the number of no-shows

Businesses that implement online scheduling can see up to 50 percent fewer no-shows on their calendar. No-shows cost companies billions of dollars every year. Online scheduling reduces your number of no-shows by helping you enforce a no-show policy. Charging fees or only allowing a partial refund for no-shows will give your customers an incentive to stick to their appointment time, saving you valuable resources.

5. Integrate with your schedule

Scheduling becomes ever more confusing when you’re using multiple different tools like your email, the calendar on your phone, and your website. With online scheduling, you can easily integrate the software into other tools that you use on a daily basis such as Google, Outlook, Office 365 and even iCloud. This way there is no overlap between business and personal use when it comes to your online calendars. Online scheduling tools let you see appointments as they are booked in real time, and get notifications when an appointment is coming up or cancelled.

By moving your business’s scheduling online, you can save your business time, money and valuable resources, leading to happier customers and more revenue. Online booking tools like Book Like A Boss allow you to keep all of your calendars and appointments organized in one space. If you’re a company with a need to make appointments, online scheduling is the perfect way to boost your business.

Should your small business worry about SEO?

If you’ve got a website and are running a small business online, chances are you know at least a little about search engine optimization (SEO). By implementing the following SEO activities, you boost your chances of appearing on the first page of Google or Bing:

  • A keyword strategy
  • Correct header and image tags
  • Internal and external links
  • New content
  • (to name just the essentials)

However, while SEO certainly creates results, it is definitely a long game. Even with all the best practice in place, it can still take, on average, 4-6 months for SEO to start paying off. That involves a lot of hard work either optimizing your pages yourself, or paying for an external agency to do it for you. And in certain sectors, where you’re competing against giants or millions of other small businesses, it can be even harder to stand out.

So, should your small business worry about SEO? The answer: it depends.

What’s your ambition?

First off, before investing time and money into SEO, you need to be clear what your ambition is. SEO is a vital tactic for companies that are aiming to expand and grow their presence online. These companies need to produce lots of content, win backlinks and boost their reputation, and also make it easy for potential customers to find them.

On the other hand, if you aim to treat your company as a ‘lifestyle business’ or simply aim to work as a solopreneur long term, there are likely a number of cheaper, more effective ways to market your brand.

For more growth hacking tips, read our blog on lead gen for small businesses.

Is it the best marketing strategy for what you do?

There’s any number of SEO agencies out there who will promise that SEO is the answer to all your problems and will make you a millionaire. And, this can be true. However, SEO isn’t the be-all-and-end-all. Many companies have successfully marketed themselves without using SEO at all and won countless new customers with anything from paid ads to networking to social media marketing.

In some sectors, more ‘traditional’ marketing tactics will make more sense. Say you’re a masseuse who offers your services to office workers in Seattle. Printing out fliers and dropping them off at the receptions of office buildings in the city will likely pay off way more than trying to get on page one for a search term like ‘Seattle office massage’. The point is, don’t buy into the SEO hype – instead, think about what marketing activities will have an impact on your customers.

Whether you feel SEO is right for your business or not, it’s still worth following basic best practices – these are free and not very time consuming. And, if you decide SEO is right for you later on, you’ll have the foundations in place already. Moz’s beginners guide to SEO is a good starter.