Cold email is undeniably powerful and effective, but it’s also a fairly deep and potentially confusing topic.
Between the technical challenges and the need for top-notch content, it can seem overwhelming.
Don’t worry, though – we’re here with these quick, easy tips you can use right away.
The Best Cold Email Approach: Easy, Actionable Tips
Use a Good, Clean List
Your cold emails are only as good as your contact list. If your content is amazing but your contacts are poor quality, you won’t get positive results.
Make sure you’re using a list from a reputable data provider. For more on where to find one and why it’s so important, read about targeted B2B email lists.
Write Valuable Content
This goes for all email marketing, not just cold email. Pack as much value into every email as you can and don’t talk about how awesome your product is.
Focus on how it benefits the reader. Don’t ramble about your amazing features – tell them what amazing results those features can provide them.
Make sure that you’re communicating exactly what problem your product solves. If you’ve got your audience targeting right, it will be a problem that your readers have.
If you can hook them with a clear impression that you get their challenges, and you show that you can solve those challenges (or at least one of them), you’ll have a much better chance of getting great results.
For a deep dive into creating great content, check out our guide to cold email copywriting.
Use Dedicated Landing Pages
It’s tempting to just link to your home page or product page from your emails. That’s a bad idea, though, and here’s why.
You should be aiming to remove as much friction as possible between the contact and your form fill. In other words, make it as easy as possible for them to convert.
When you use a dedicated landing page for your campaign, you can use that page’s content to reinforce the message in your email and provide additional information that might help them decide to convert.
If you direct someone to your product page, for example, they’ll have to hunt around for a way to convert. That’s an extra step that will cause you to lose potential conversions as people don’t want to spend time or effort on it.
Keep in mind that your contacts are cold. That means every single step of the way you need to convince them to keep taking the next step.
Use Spam-Filter-Friendly Content
There’s been an arms race between spammers and spam filters ever since email marketing first appeared. Spammers come up with a new way to fool the filters, and the filters get upgraded to foil that trick.
We’re pretty far down the line these days, though, and spam filters are very advanced. There are hundreds of words and phrases that can make spam appliances give your message the side-eye. Not to mention certain formatting, how you use images, and much more.
In order to give your campaigns the best chance of reaching real inboxes (instead of being tossed into junk folders), you need to avoid setting off any of those potential red flags.
This can be difficult, because there are so many of them that it’s incredibly hard to keep track of them all.
If you use Clickback, the email editor has a built-in spam checker than will audit your content and let you know of any problematic words, phrases, or formatting that could harm your deliverability.
Don’t Antagonize Your Contacts
This goes back to “write valuable content” but in a different way. Don’t use trickery, clickbait-y subject lines, false claims or anything else like that to fool people into opening or clicking your email.
When someone files a spam complaint against you, that’s a major red flag for the spam filters, and can get you blacklisted.
The best way to avoid that happening is simply to be transparent and up front with your contacts. If you have to resort to tricking people into engaging with your emails, your effort is better spent fixing up your campaigns so you don’t have to do that.
That might entail improving your audience targeting, adjusting your messaging, or changing your angle entirely. Regardless, it’s always best to provide genuine, real value with your marketing emails, especially to cold contacts.
Nurture Unconverted Contacts
When you send a cold email campaign, you’ll have a number of contacts who checked out your message and clicked through, but didn’t end up converting. In most cases, you have to just send them your next campaign and hope that one converts them.
Clickback features cutting-edge proprietary Website Visitor Intelligence™ (WVI) technology, giving you a more efficient option.
With WVI, those unconverted contacts are tracked and targeted so you can send nurturing campaigns aimed specifically at them.
Contacts on your website are also tracked, so you can see how they engage and interact with your site. This works whether they convert or not, and keeps tracking them if they leave and return to your website later. This information is perfect for optimizing your conversion rate, not to mention gaining insight into how to effectively nurture specific contacts.
Use the Right Platform
The technical side of cold email can be daunting. There’s seemingly endless ways to hurt your deliverability, and all kinds of things to keep track of: sender reputation, spam filter friendly content, IP warm up, and much more. Fortunately, the right choice of software can nip those issues in the bud.
Clickback is designed for cold B2B email marketing, and it handles all those technical challenges for you so you can focus on creating excellent content.
It takes the challenge out of getting your messages into inboxes.