Before the internet, salespeople would have to cold call or pursue new leads in person. Both can be nerve-wracking for even the most experienced salesperson. Thanks to technology, email outreach is now one of the most popular ways to reach out to potential clients you want to target. Chances are you have some sitting unopened in your spam or inbox right now. Chances are you will probably never respond, or even open most of these emails. So why are we discussing email outreach? Because they are one of the most effective sales tactics when implemented correctly. Below we discuss some of our best practices to writing and sending effective outreach emails.
1. Target The Right People
First things first, you need to target the right people or you’re taking a shot in the dark. If you reach out to an irrelevant target you won’t see much success and will throw away valuable time along the way.
2. Dig Deep For Direct Contact Information
We can’t stress this enough – avoid using a website contact form at all costs. Contact forms should only be used when you have exhausted all other avenues trying to find their direct contact info. If it is not in plain sight, consider using your best guess at what their email would be (ex: [email protected]) and plug it into Google. Try this a few times and you may find something!
3. Use Mutual Connections To Your Advantage When Possible
According to Nielsen, a global data and analytics company, 92% of people trust referrals and recommendations coming from people that they already know. This may seem complicated in a business setting, how does someone go about finding mutual connections with someone they have never met before? Consider checking out your prospects LinkedIn for mutual connections, or other social media platforms for mutual followers or friends. Whenever possible, leverage mutual connections to your advantage.
4. Write Eye-Catching Subject Lines
Have you ever received an email with a subject line so intriguing you can’t help but open it, even if it’s from someone you don’t know? The power of an intriguing subject line is undeniable. You only have a couple of seconds to catch their attention, so use a subject line that piques their interest and gives them no choice but to open your email. Make your subject line as personal and specific as possible.
5. Personalize Your Email
Even though you may have a basic email outreach script you use, remember you are technically emailing one specific person – make it feel that way. The recipient of your email isn’t going to care about your accomplishments, or your mission until you have shown how you can be of value to them. Let them know why you’re reaching out to them, and show that you’ve done your research prior to reaching out. Remember, you and your prospect are busy – keep your email short, and to the point, so they can make a quick decision on whether they will contact you or not.
6. Timing Does Matter
Similar to cold calling, the time at which you send your email does matter – and choosing a good time to send your email can result in more success. Make yourself as familiar as you can with your prospect’s schedule so you can identify the ideal time to contact them, and (hopefully) get a response. For example, if your prospect works in an office setting, avoid sending emails on Friday afternoons, weekends, and Monday mornings when their inbox will be bogged down with other emails awaiting a response. If they appear to be traveling or working on a huge project/launch, wait until it seems as though they have the time to read and respond to your email. If they reply to let you know they are too busy to address what you have to say, wait until a more appropriate time and try again.
7. Utilize Other Messaging Channels
Email has primarily been the avenue for reaching out to people via the internet. With the emergence of social media comes new outreach abilities. Consider shooting someone a DM on Facebook, Instagram, Twitter, or LinkedIn. Choose your outreach platform based on where the person is most active, and contact them that way. Use this method cautiously and don’t bombard them on every social profile they have! Social Media is pretty casual, but you are still a professional.
8. Be Concise and Demonstrate Your Credibility
It can be tempting to tell your prospect everything there is to know about your pitch and why it brings value to them, but know that you have a very limited amount of time to catch and keep someone’s attention. Use short sentences, paragraph breaks, bullet points, italics, and bold text to help drive your point home quickly. When talking about yourself, you don’t want to come off as bragging, but quickly stating some of your credentials can help establish your credibility and why your prospect should pay attention to what you have to say. Remember – the faster your email can be read, and understood, the better.
Targeted email outreach can be an incredibly effective way to grow your business when done properly. An effective email can be the starting point of a new era for you and your business. Implement these tips next time you set out to reach out to people or businesses via email, and you’re on your way to growing your business exponentially for years to come.