So, you’d like to boost your sales or generate new leads, but your opt-in email marketing strategies just aren’t cutting it. Somehow, you find yourself with a list of leads, or “prospects”, that you’d like to reach out to for the first time but aren’t sure how to build the right process to get them to take an action. The following cold email tips can help drive a response while keeping the reputation of your domain safe.
What is a Cold Email?
Cold emailing, or “email outreach” is here and it can boost your lead generation. It is the process of reaching out to an individual or organization that you haven’t interacted with before and requesting that they take an action. As long as you play by the rules, this can open up the door to a large number of targeted prospects.
An important piece of cold emailing that is often overlooked is how difficult it can be and how many technical aspects must be considered before you get the results you’re hoping for. For anyone interested in cold email outreach, here are six tips to get you started.
Cold Email Authentication and Trust
First and foremost, become familiar with CAN-SPAM laws and best practices. In short, you must always allow your prospects to unsubscribe at any time and must honor their request. But, it’s good to know that an unsubscribe link counts as a link. As we’ll discuss later on, you’ll learn how your recipient’s email servers will look for the amount of links in your emails. So, an alternative is to leave a quick note at the bottom of your email, letting know people know they can unsubscribe. Remember, you need to include your name and an address too.
Second, you need to authenticate your domain, otherwise known as whitelabeling. Your recipient’s email server has filters, like a gatekeeper whose sole purpose is to keep the user safe. So, when a server gets an email from firstname.lastname@example.org, but sees that it was sent through a different server, it will get suspicious and might potentially block you or mark you as spam. You are a stranger, after all.
This is where you need to go to your email provider’s sender authentication settings and begin the process of authenticating your domain. Your email provider will have instructions, with specific codes that you will need to enter into your website manager and go to your DNS settings. Authenticating your DKIM and CNAME is one of the most important things you can do to ensure that your emails are actually going through. But just so you know, some individuals have very strict servers, and even then – you might not be able to get through.
Another helpful tip is to authenticate through one of the biggest platforms, Google Postmaster Tools. This is an extra set of steps to help Google trust your emails when you’re reaching out to their users. Once authenticated, you can also see their reporting on your spam rate, domain reputation, and more!
Cold Email List Sizes
Third, understand your needs and the differences between Shared IPs and Dedicated IPs. Shared IPs are what your email provider probably has you in, unless you’re sending over 100K emails a month. These are pools of users who circulate IPs as they send their emails. Sometimes, there might be a user in your pool who acts poorly, and damages the IP pool you’re in, affecting your deliverability. It’s very normal, and happens all the time. If you are sending in high volumes, then you might want to consider getting a dedicated IP; a private IP that only you operate out of. This route also means learning how to warm up your IP.
Building a Quality Cold Email List
Fourth, make sure you have solid lists of prospects you’re reaching out to. If your email marketing strategy is targeting unvalidated, unrelated prospects – you will not get the responses you’re looking for and maybe even fall into some account trouble. How to find relevant prospects can be an entire separate post on its own, so for now let’s assume that you already have a list of prospects that are relevant to whatever your outreach is proposing. But, the key point after you have that list is to validate. The more bounces you get back, the less credible you seem. Basically, picture the ISP as security guards who observe everything on the internet. When they see bounced emails, they connect the dots and assume that you’re sending out mass email to people you don’t know. Tools like NeverBounce and BriteVerify will help you weed out the emails that are going to bounce.
Cold Email Segmentation and Drip Campaigns
Fifth, it’s time to create a campaign. Whatever platform you use, if at all, it’s important to come up with a gameplan to your email marketing strategy. Create a timed schedule of emails; sending out X amount of emails every X minutes, to a limit of X emails per day. You can see how this is starting to sound more and more calculated. If you have a domain gmail set up, then you need to remember that if you send a bulk list of emails at once, or even near sending 2,000 emails a day – you’re going to get on their radar and might end up in Google Jail.
It’s important to make sure that your emails, even if segmented, have intervals between them. Personally, I don’t let my emails go out within 100 seconds of each other. This way, Gmail can see my time stamps and see that my emails are not going out within the same minute. No matter how close in time, the timestamps are different for each email.
It’s helpful to create a campaign that runs through about two to three weeks, with five to six follow up emails being sent until the prospect responds. Your time range might change, but the name of the game here is to intermittently follow up on your prospects to let them know you’re interested to get in touch with them, without harassing them. This might mean adjusting how far apart you sequence your follow up emails. But it’s really all about getting a response first.
Writing a Cold Email That Will Get a Response
An important note here, the ISPs keep an eye out on the volume of emails you send out, but also closely watch how many people respond. It’s a big litmus test of trust. The thinking goes, if person A knows person B, then logically, person B would respond. So, follow up emails are incredibly important. Although you must always give people the option to unsubscribe or be taken off of your mailing list – you should have a high priority on getting a response, even if that response is to no longer be contacted.
Sixth, it’s time to start writing out your email copy. This part can also be an entire separate post in of itself, so I’ll stick to the basics. Keep it short, keep it friendly. If you are going to include links, make sure your links are branded or white labeled.Try to limit your emails to no more than one link. You want to sound like a real person, having a friendly conversation. Do not sound formal, remember that you are in the most basic sense asking a stranger to do a favor.
Cold Email Testing and Tracking
Seven, remember that any kind of tracking is going to show up on your prospect’s radar. For any first touch email, I turn off all forms of tracking. Open/Click tracking often works because your email provider embeds a hidden html image in your email to track. But, images are huge red flags for servers.
Last, it’s important to monitor your emails and data. In addition to honoring your unsubscribe requests, this is a good step to see where your emails are ending up, using tools like GlockApps. Take time each week to send a few tests to analyze and monitor how your emails are performing, if you’re inboxing, and to see if you’ve ended up in any blacklists.
These 7 tips cover a not so brief guide to cold emailing! Remember that each strategy must be adjusted to your goals, what works for me might not work for you at all. But, the basics are always going to be the same: be trustworthy (authenticate everything), be to the point (quick, simple copy with to the point pitches), and be friendly (don’t harass, write conversationally, honor what they say).
Best of luck!
Charlie recently joined the Circa Interactive team and helms our email and outreach strategies. Charlie is a graduate of Biola University and spent prior years as a digital content strategist and copywriter. He is a passionate, strategy-minded marketer that develops our link-building efforts.