There are three ways you can execute an email outreach campaign, CRM, regular one by one emails, and email outreach software.
Think about it. You have decided to launch a new product or service for your business, you know, something like a WordPress website maintenance service.
Naturally, you are going to reach out to people you know to find clients, but you may choose to do a little cold email outreach. In a perfect world, you will have an inbound marketing machine going strong and delivering strong, quality leads, but you may need to engage in some outbound marketing to kick start the process.
Therefore, if you are going to use an email outreach campaign, you have three basic ways to get started.
3 Ways to use an email outreach campaign
These are three basic ways to execute an email outreach campaign, use a client relationship management software, regular emails, and using email outreach software.
Use a CRM
Many client relationship management software has the ability to create email campaigns to contacts. There is an advantage in using your CRM to accomplish email outreach as you can track the emails and send to a list at one time.
Now, these contacts need to be warm leads, already in your CRM software. The best way to utilize this is to use it with contacts you have met at a conference or in another networking setting. Once you have received verbal permission to reach out, you can send an email that introduces you and your company to the contact.
Regular emails, one by one
If you are reaching out to a cold lead, such as a potential customer who needs WordPress management services, you can email them one by one using your email client and your business email. The good thing about this tactic is you can take the time to craft each email to each person. A unique email for each person can help your efforts from coming across as completely canned.
Email outreach software
Email outreach tools help with a number of tasks including tracking emails, pre-formatted templates, the ability to import CSV files with your contacts, integration with your company email, and sequences for follow ups.
Email outreach has become popular in the past few years for reaching out to others for a number various scenarios including cold outreach, influencer outreach, blogging outreach, guest post pitching, and public relations.
Some of these outreach tools are more for reaching influencers. If that is your goal, you might want to check out Klear, Traackr, Tomoson, Ninja Outreach, and Pitchbox. These tools are more for influencer outreach.
As for email outreach for cold leads, well, it is best to focus on a playbook to guide you in creating a script.
Cold email outreach
Many of the cold email scripts on the internet are more about reaching out to influencers to get your content to a larger platform. This is good for content promotion, but reaching out to a possible WordPress maintenance client will be quite different.
You will probably be reaching out to website owners regarding WordPress website care, right? Now, one thing is for sure, if the website owners haven’t been keeping up with their website maintenance, they may not be interested and you may have trouble getting their interest. There will be some, however, who realize that it has gotten away from them or even have experienced a problem with a plugin or a theme breaking, or worse, a hack.
Here are some points to keep in mind:
- Write a good headline – This is key. Research and test headline ideas
- Be Brief – This isn’t the point to be long winded. Get in, get out
- Connect – show that you have looked at their site and picked up on something personal
- Identify the problem – They may already have the problem, identify that problem so they know that you know their problem.
- Explain how you solve the problem – you have the solution to their business problem. Give them a snippet and ask to connect for more info. Here, you should focus on the benefit.
- Name drop – this is equivalent to social proof. If you have worked with a company in the same community with the prospect, that is a great place to start.
- Offer a call to action – Offer to get on a call, a video conference or meet in person.
Some good resources
Wrapping it up
Email outreach is definitely a tactic you can use to kick start a business or new product offering. If you intend to use it on a regular basis, consider using some of the tools that have been created for the process and spend time studying email outreach fundamentals.