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Everyone in and out of the marketing knows about cold calling; it has become a cultural touchstone, something that even people who have little reason to know about it have heard of. Cold emailing is not quite as well-known, even within the marketing world, but it can be a useful tool, especially for B2B email marketing efforts. Site Impact recognizes the importance of this tool--and, of course, the need to use it properly. Today we’re going to go over a quick primer to get you up to speed.
Much like cold calling, cold email campaigns are ones that reach out to potential customers who are not yet aware of your products or services. Cold campaigns are geared towards providing information to turn those who don’t know who you are into customers. Of course, this can be a risky proposition--no one wants to come across as a spammer. But with the right tools and approach, it can be a great way to generate new business.
Knowing who it is that will most likely benefit from your product or service is an important step in developing a list of prospects to reach out to. Developing a proper buyer persona is therefore vital to the success of your campaign. From there, you can figure out where to best get information from to market to them; while LinkedIn has made it more difficult to export email addresses, it is still an excellent resource, as are many other social profiles, company websites, and more. It will take time, but by making sure you have high quality information you can ensure greater chances of success.
Research is the backbone of a successful cold emailing campaign; knowing when you can most successfully reach out to a prospect is as important as knowing who to reach out to. Find key criteria for timing: for example, if a prospect has recently had a recall on a product that you also manufacture, it would be the perfect time to show them that there’s a viable alternative to their usual supplier. In B2C companies, this can also work--for example, knowing that someone has recently had a baby makes them an excellent prospect for related products and services. Plan your outreach with the research you can get in mind, and target your new prospects at the right moment for maximum chances to engage.
It is a good idea to use a separate email and domain to engage in this kind of outreach, so as not to impact the one you use for other functions including broader email marketing exercises to customers who have opted in. Even the best-planned cold emailing campaign will generate some noise, as people may still feel that you’re spamming them. To save your reputation and keep your metrics clean, use a separate system.
By making sure to have everything in order before launch, B2B and even B2C businesses can benefit greatly from cold email marketing campaigns. Cold email is one way that brands of all sizes can increase their customer bases in a dependable way, reaching out to people who do not yet even know they can benefit from your product or service. Contact Site Impact to learn how we can help you with any kind of campaign.
