Making cold email marketing an integral part of your company’s strategy is a wise but also quite risky decision. Chances that your emails will remain unnoticed are quite high. Respectively, you may end up with an insufficient result or no result at all. Although a bit of luck will also come in handy in this matter, a lot depends on how you build your email marketing strategy. There are always ways to boost your emails’ productivity and get higher response rates.
What are the key elements of the cold email strategy and how to make it effective? We will answer these questions by sharing the top five cold email trends that you should apply for better results!
Top Five Cold Email Trends
Quality Against Quantity
In the past few years, professional marketers have been insisting that the quality of your contacts base plays a much more prominent role than the number of letters you send. And they have a point!
Instead of sending tons of emails to people you know nothing about, specialists recommend sending only a few letters to recipients who are potentially interested in your product. After all, the first method is pretty much the same as spamming. A deeper analysis and targeting replaced the old, thoughtless method of cold emailing.
For better productivity, you have to identify your target audience and carefully filter your contacts. Create a so-called profile of your perfect customer and look for opportunities to reach out to such people.
You will likely fail to send a whole pack of emails each week. You won’t get the desired response, and your email address may also end up in the anti-spam blacklist. If this happens, none of your future messages will reach their recipients.
Instead, you should send only about 100 personalized letters a week. Personalization is one more thing that matters, and we will tell you more in the next point.
Not so long ago, the personalization of cold emails did nothing but mention the recipient’s name. Now it has gone way further.
First of all, specialists recommend not wasting your time sending letters to addresses like contact@, office@, info@, etc. This won’t work anyway. Now, you have to ensure that you have only real people in your contact list.
Next, as we said earlier, personalization in 2019 is not just about entering the recipient’s name in the topic of your message. This doesn’t look natural and be sure that your target audience won’t like that.
Today, you should do more research on each contact. For example, visit the recipient’s profiles in social media, blogs, or websites. This will help you learn more about them. Later, you will be able to use this information in the form of custom fields or snippets in the body of your message for better personalization. Of course, these new techniques will take much more effort and time, but they also bring you much better results.
Use An Email Signature
Probably one of the most effective trends in cold email marketing is the use of email signature. This small element delivers a whole bunch of benefits if designed right.
First of all, it draws attention and makes your emails memorable. Isn’t making a good impression exactly what you expect to get from a cold email?
Also, email signature has a few additional and highly important roles in your messages:
It delivers your contacts with each letter.
It shares information about your brand and products, increasing its recognition.
It looks professional and makes prospects trust you.
It shares links to some of the most engaging channels of your company, such as blog, website, social networks, and so on.
You get more traffic, followers, clicks, likes, and other stats with less effort.
You can use it as a call to action.
Don’t Forget To Follow-Up
If you still don’t send follow-ups after each email, you should better start doing that! Specialists confirm that sending only one letter is not enough, as it often gets lost, unnoticed or simply ignored. Meanwhile, a few engaging follow-ups can change the situation and turn even the most stubborn recipients into your customers.
A good follow-up should be sent with the same subject line as the original email. This way it will appear in the same thread in the person’s inbox. Your previous message will be attached below a follow-up. Thus, it will be easier for the recipient to see the full context.
This will look as if you have found your previous message and decided to get in touch once more. This way, you will appear more trustworthy in the eyes of your audience.
Here are a few tips on how to make your follow-ups effective:
Send the first one within a few days after the main letter; and if nothing happens, try once more in another few days.
Make follow-ups engaging and valuable but keep them short and straight to the point.
Define the best time for your target audience. One email sent just in the right time is more effective than five that were sent randomly.
Use special tools to automate your follow-ups and save time.
With well thought-through follow-ups, your open and response rates will boost.
Interactivity in everything is another popular trend. Specialists claim that the modern audience finds interactive content more appealing and interesting than just plain text. Thus, this trend can help you boost your prospects’ engagement.
Statistics show that conversion rates can boost by 2 times if your contacts can get involved with the content you deliver. This also increases engagement, brand’s recognition, and helps with segmentation of your database.
What type of content should you use? There is a big range of interactive content that you can apply. For example, you can add countdown timers, image carousels, videos, GIFs, ordering capabilities, surveys, navigation bars, etc. Just pick the type of content that your audience should like or experiment with several options until you find the perfect fit.
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