Cold email is a simple concept – get your marketing in front of a lot of targeted potential customers – but there’s a whole lot more to it than that.
It’s a very technical topic; ignore the details at your peril. Or at least at your deliverability’s peril.
We’re going to help you pick the best cold email platform for your B2B marketing campaigns.
Choosing the Best Cold Email Platform for Your B2B Marketing
Since cold email is super-technically-involved, it makes sense to choose a platform that handles the technical challenges for you as much as possible.
That said, it’s also important to have at least a basic understanding of what those challenges are. That way, you know what’s going on with your campaigns.
Actually, the majority of this applies to all email, not just cold marketing emails. The difference is that by nature, cold email marketing is much more prone to running into these hurdles than, for example, an opted-in newsletter.
It all comes down to spam filters. Every time you send an email, whether it’s a 1-to-1 email to a friend or a cold campaign to 100,000 contacts, it goes through multiple spam filters. And if your email looks like spam, it gets treated like spam – tossed in the junk folder, in other words.
So the obvious answer is don’t create emails that look like spam. That’s certainly helpful, and will do a lot for your deliverability, but what does that actually mean? “Spam” is determined by more than just the content of an email. Here are some of the highlights:
- Your IP addresses need to be warmed up, because if you start sending huge volumes of email from an IP address that previously never sent much email, it looks highly suspicious to spam filters.
- You need an obvious, functional unsubscribe link. Not only is it legally required, it’s also good practice – otherwise if someone wants to opt out, they’ll flag your message as spam, and that’s even worse for your deliverability than unsubscribes.
- Your contact list needs to be cleaned out. Every email list decays naturally over time, as people switch or leave jobs, addresses become defunct or are repurposed as spam traps. It’s important to have your contact list as clean as possible before you send.
So you see it’s not quite as simple as tossing together an email and hitting send. This is why it’s important to be aware of some of the challenges, so you can choose a platform that sets you up for success.
It’s not just the finnicky technical details that can sink your campaigns. The content itself matters to spam filters, too. There are nearly 1000 trigger words that spam filters dislike. It’s functionally impossible to avoid using any of them, though.
For example, if you’re a SaaS company that makes marketing software (like us), good luck entirely avoiding “marketing”, “solution”, “now”, and others in your email content.
Spam filters are sophisticated these days, and won’t just chuck your emails into the junk folder because you used one or two phrases they don’t like. You’ll go mad trying to avoid all of those phrases in your content.
A good rule of thumb is not to write “sales-y” email content in general. Ideally, the platform you use will check this sort of thing for you, so you don’t have to worry about it at all and can focus on writing strong content.
Understanding Your Impact
Think of cold email as a funnel before your marketing funnel – it’s a way to get more leads opted in and ripe for nurturing.
That said, for best results, understand that it’s not a fire-and-forget sort of channel. You’re going to be able to generate more leads by doing some legwork, some analysis, and gathering as much data as you can from each campaign, all with the goal of improving the next one.
Knowing what sort of subject line and content works on which audience is a major factor, and for that, you need robust reporting. If you perform A/B testing on a subject line, you need to be able to track which variant got the best results.
That means you need to be able to see your open rates and click rates, of course, but the more in-depth reporting you can get, the more you’ll be able to make informed decisions and continue to improve your performance.
Look for a cold email platform that gives you granular detail beyond just surface metrics like open rates.
The Best Cold Email Platform
If you want to effectively generate leads with cold email marketing campaigns, Clickback is the platform of choice. It’s the original email lead generation software, designed from the ground up to make your campaigns as easy and as successful as possible.
It takes care of all the finnicky technical problems for you, like warming up your IP address, protecting your sender score, and cleaning out bad data from your contact list.
You’ll also be able to run your content through a spam checker in real-time, so you can write without worrying about that giant list of spam trigger words.
It boasts in-depth reporting, easy management of your contact lists (also crucial when you have hundreds of thousands of contacts!), and absolutely top-notch deliverability overall.
Watch it in action and see for yourself by booking a live software demo.