What does an email marketing campaign consist of? Most often, it is all about reaching out to your customers, sharing the news with them, and establishing long-lasting relationships. However, this is not all it requires from you. Quite often email marketing assumes making contact with people, who have never heard of you or your company. This strategy is called cold emailing and, although many marketers hate it, it works.
The goal of a cold email campaign is to present your brand and make your targeted audience interested in purchasing a service or product you offer. In other words, it is a method that allows you to find potential customers.
How to work with cold emails? Let’s start with the fact that not everyone company a huge customer base. Such databases are usually accumulated over many years with patience, dedication, and hard work. Thus, most businesses start with cold calls and emails. This gives them a chance to let the potential buyer learn about them. Thus, cold emailing is an important part of every marketing strategy.
However, not everyone shares this opinion. Some marketers claim that cold emailing is just another name for spam and insist that every specialist should collect contacts manually. But a wise specialist knows that as long as you don’t go beyond the limits of what is permitted, cold contacts you can help you expand your target audience quite quickly and effectively.
6 Steps Checklist For The Successful Cold Email Campaign
If you have decided to give cold-emailing a chance but have no idea where to start, our article will help you get started. We have created a detailed list of six main steps that will lead you to build up a perfect campaign.
1. Prepare An Offer
First things first. If you are wondering where to start, prepare a unique offer! Since it is a cold email campaign, you have several important goals here:
- Grab the attention of your audience;
- Describe a problem that your potential buyers may have;
- Offer a solution to their problem – to buy your service or product;
- Convince them that they need and want your product;
- Surprise them with the unique offer – for example, tell about a special discount for new customers;
- Make a call to action.
In order to succeed you have to show your audience how unique and special you are. Show them that you are the best and they will choose you!
Once have an excellent offer, it is time to find your potential customers. At this point, you may wonder where to look for them. Well, this process takes time and patience. However, you are already on the right track. Now you need to take your time and follow the steps described below to build a business strategy correctly and understand the details.
2. Analyze Your Target Audience
First, you need to determine who are your customers and why they might be interested in your company.
For example, your company is a provider of professional hairdressing supplies. Most likely, your potential customers are beauty salons, barbershops, and individual specialists from the hairdressing industry. These people will probably be interested in your product. Thus, you need to include them in your list for cold emailing. Meanwhile, doctors or lawyers will likely send your letter to spam because they don’t need this type of product.
This is why you need to approach the analysis of your target audience with care. As soon as you determine the circle of potential buyers, the search for contacts will be much easier.
3. Determine The Needs Of Your Customers
We all understand there is no magic pill to solve all of our problems. Unfortunately, this is still what almost every customer expects. You should be ready that people expect your product or service to be a real miracle and solve their problems fast. If you don’t meet their expectations, they will remain disappointed and will never come back to you.
That is why it is vital to determine the needs of your audience. This is the key to preparing an effective mailing list. You need to analyze the problems and fears of your potential customers to hook them.
Let’s look back at our example with hairdressing supplies. What bothers your potential customer? They may be concerned about the manufacturer, quality and certifications of your products. Maybe you have some special tools that no one else can offer. Thinking like a buyer, you can prepare your offer so that the client does not refuse.
4. Prepare The Contact Database
In order to add new contacts to your existing base, you can use one of three available options:
- Collect contacts manually;
- Use a special program for searching email addresses;
- Buy a base.
The last option is the most unreliable. You never know how those contacts were collected, who they are, and if they really suit your needs. Unfortunately, there is no way to check this, and you will only know for sure when you receive tons of complaints in response to your letter.
Collecting contacts manually is much more reliable. However, it can be a pain. This process can take weeks on end. The good news is that after viewing tons of resources, you will definitely find those people who will find your product useful.
Using special tools for collecting the data is also a good idea. However, you need to choose a reliable service that can ensure a good result.
5. Create An Email
After you have defined your audience and collected contacts, it is the time to think about how your email will look like. Here are a few tips:
- Include questions to create the feeling of a dialogue;
- Create a catchy and clear intro;
- Facts about the company to increase interest;
- Show the benefits you can give;
- Add visual elements.
6. Preparing An Appealing Email Signature
You may wonder how an email signature may relate to your cold email campaign but let us stop you there. In fact, this small detail matters almost as much as the content of your letter! Remember the main goals of your cold emails? Now imagine that each of those goals can be easily achieved with the help of a professional email signature! It can help you stand out from the crowd, grab attention, and increase the effectiveness of your cold emails to the maximum.