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Email Outreach or How to Do It Right In the Upcoming Year

Those people who have ever tried to build their business on the Internet know how hard it is. Yes, it is a game with strict rules. The rules that include a wide range of strategies.

All these strategies have one common purpose: to bring your site into Google Top10. Hence, the chase for a place in the sun takes lots of time, efforts, and obstacles to overcome.

You have an excellent service or a product to offer your target audience. However, you have lots of competitors who have earned your target audience’s trust before. How to turn the tables?

Well, this guide will reveal you one of the best and the most actionable ways to do it. This method is called email outreach.

So, let’s delve into all the aspects email outreach has to find out how to do it correctly and get the results you need.

Shall we begin?

  • Let People Know About You

Online business implies lots of communication via email.

What does it mean?

It means you should expect dozens of messages right in your inbox. Some of them are important; the others are just trash.

The thing is that you decide yourself which message should be opened and read and which one should be not.

You pay attention to one significant nuance. Who sent the message to you.

If you see that:

  • a particular person doesn’t have any links to the social media accounts,
  • has no proper signature,
  • has a bad email template

You won’t bother yourself with reading this email.

As far as you understand, if you don’t follow these simple rules, your messages will be ignored as well.

Source

Well, let’s say you’ve already got the position at some company. You are a trusted authority. However, people want to know more about you. Go ahead and create accounts on social media channels, like LinkedIn, Facebook, Twitter, and Google+.

These accounts should contain information about your work experience, professional achievements, and hobbies.

It seems like your social media accounts look great. Now let’s move ahead in search of your target audience.

  • A few actionable ways to find a target audience

It is not a big thing to find your target audience.  You can apply two methods here:

  • Social media channels
  • Check out your competitor’s database

Social media channels go first when it comes to search for any target audience. Let’s take a look where and how to search:

  • Twitter

Go to Twitter and put a query related to the niche you are interested in. Let’s say you want to find people who are involved in “email marketing.” Choose “people” tab and get the results.

  • LinkedIn

LinkedIn is a platform for business purposes mostly. You can find your targets there as well. Do the same steps as I’ve mentioned above.

  • Facebook

Facebook is the platform where people prefer to share some events from their daily life. It has more entertaining intent. Nevertheless, there are lots of businessmen who spread the word about their business on Facebook. The process of search works fine too.

P.S You might notice that both Twitter and Facebook offer you groups that are related to “email marketing.” These groups include thousands of subscribers who might be a good fit as a target audience.

The second way to find your target audience is via your competitor’s user database. It requires only Google search and backlink checker. Let’s see how to do this.

Ask Google whatever you need and see the results you’ll get. Let’s proceed with using “email marketing” query. Your aim is to find articles that are in Top10 results. These posts have hundreds of backlinks that you will use for finding Email Outreach targets.

Scroll the page down to see more content you’ll need for the next step.

Then go to Ahrefs and do the rest.

You can see 1.61K backlinks that are quite an impressive result. I advise you to filter the results by the past month to get the freshest backlinks.

The results for the past month contain 41 backlinks that might turn into 40+ new outreach targets.

  • What Else Will You Need?

Backlinks give you access to authors of the content and the information from the articles itself you might use for the outreach.

However, you will have to find personal email addresses of people you want to reach out.

Why is it important?

Tell me, please, have you ever received this notification?

This notification means that the email address you tried to use is invalid or doesn’t work anymore. It happens because that particular person has changed his or her current workplace. However, don’t hurry up with sending messages to the recipient if you have any doubts as to the validity of their email address. Use Rapportive Chrome extension. It shows if the email address is valid.

I found that it is convenient to double-check a current work position of the person via LinkedIn. It is shown in the “experience” section.

Furthermore, you can find a direct email address right on LinkedIn as well.

Unfortunately, people don’t always point out their contacts on LinkedIn.

What’s next?

I can assure you that the situation with the absence of email addresses is not a dead end.

Thanks to a few actionable tools you will be able to find almost every email address.

Let’s start with a nice Chrome extension called ContactOut. The extension allows you to get email addresses right from people’s LinkedIn profiles.

If you still don’t have any results, use Findthat.email or Voilanorbert tools. I can convince you that you won’t have issues with searching valid email addresses further.

  • Outreach

Finally, we’ve reached the process of the outreach itself. Outreach includes three following steps:

  • Email template crafting (and email pitch)
  • Sending follow-up emails
  • Tracking the progress
  • Craft email template first

You have all necessary data to create an email template for your outreach campaign.Still, there are mistakes that people tend to make. Let’s consider them first.

No recipient’s name

You might be surprised, but sometimes you can get something like this:

There is no my name mentioned in this email pitch. Only links. I don’t bother reading this. Don’t make the same mistake.

Weird subject line

You know that the subject line must catch the recipient’s eyes right from the start. It is true. But don’t write long subject lines and don’t overuse emoticons. The more straightforward your subject line is, the more chances are that it will be efficient.

Likely, it never harms to create personalized subject lines!

What does it mean?

It means you should try to combine the primary goal of the message with some personal information regarding a particular person you want to reach out. Here is an example of such kind of a subject line:

Now take care of personalization of an introduction part. I recommend you to read carefully what background interests, hobbies, and professional achievements your target has. Don’t forget to follow social conventions and avoid harsh criticism.

Let me show you how a well-personalized template should look:

If you don’t believe that the process of email template personalization works, check the reply I’ve got from the recipient then.

You can see that the recipient was impressed with the level of my email pitch. And keep in mind the recipient’s words: “Not everyone does that!”

I can say that email template personalization works.

  • Follow-up emails

Practice shows that the best part of the messages that you send will be ignored or lost among the other ones. It happens due to different reasons. I won’t list them. It doesn’t matter. The matter is to push your email pitch further.

That’s why you should send follow-up messages!

Did you know that follow-up messages have 30% higher response rate if we compare it to your first pitch!

The thing is that your follow-up messages shouldn’t be long and tedious. Your aim is to remind the recipient to get back to your first message. Thus, just notify your target with a common question or a query. Like this one for example:

A simple question that should make your outreach target to get in touch with you asap.

When should you send a follow-up email?

I advise you to send these “reminders” in 2-4 days after your first email pitch.

  • Progress tracking

Anything you do running any business must be kept under control. In other words, you must see how your business campaigns perform. The same must be applied to outreach.

To sort the things out, I recommend you to use Buzzstream – a tool that helps to track your outreach. So what options does this tool offer?

  • You can create email templates easily

  • You can see how each email template performs (open/reply rate)

  • You can see if the message has been opened and when

As you see, Buzzstream is a “must” tool in your outreach activity.

To Sum Up 

Email outreach is a complicated process that includes multiple stages. Each step involved in the entire process plays a significant role; thus, it can’t be missed. It goes without saying that every email outreach campaign takes lots of time and efforts to bring positive results.

I’ve just described you all necessary steps of this strategy and gave you examples of what you should and should not do.

Be sure that following this Email Outreach guide, you won’t have any issues with Email Outreach strategy at all.

If this guide looks informative and useful, please don’t hesitate to share it on your social media channels.

Don’t forget to leave your comments too.

Sergey liokhin
 

Sergey Aliokhin is a Marketing Manager at Ahrefs. Apart from working at Ahrefs he likes spending his time with family, studying martial arts and plucking fat bass guitar strings.

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