Outreach Marketing: Crafting Emails That Convert

Entrepreneurs and owners of small businesses understand just how hard it is to get a business to grow on the Internet. Not only is there stiff competition, but it includes bigger players that put complex tools and techniques into play so that they can squeeze every last bit of traffic and lead generation they can from their campaigns.

Given those circumstances, you have to gain as much return as you possibly can from any influencer or outreach marketing techniques you choose to try. If you want to make sure your campaigns convert at good rates, then you need to learn how to write emails that are effective and engaging.

Before we get too far into this, you should take note of the fact that approximately nine out of ten emails sent are pure spam. That is according to statistics provided by Syamntec, and that one statistic alone exemplifies just how critical it is that you are selective not just in what prospects you approach but also how you decide to approach them.

If your outreach emails do not have a relevant narrative that comes across as personable, authentic, and genuine, then they are going to seem like spam by anyone who bothers reading them, if they read them at all.

So, let’s go through five essential tips that give you actionable and pragmatic advice on how you can get your prospects motivated to take action at higher rates than before so you can form productive relationships with them.

Know your audience

It is essential that you do all the homework you can regarding the business or other organized entity that you are attempting to reach out to. That boils down to knowing who exactly is the proper contact within that group.

Discover the specific role the person plays within the company. If possible, determine all you can about the person that might help you create a personable relationship with him or her.

However, things in general seem to be going the opposite way: an increasing number of tools are out there to guide us towards identifying and discovering an increasing number of influencers. Such tools are also helpful in managing an email outreach campaign, be it crafting messages, sending them out, following up with more emails, and appropriate response messages. These tools are unquestionably helpful…

…but there is an issue. By the very definition of email outreach, the programs are not very focused and rather impersonal given how many contacts are reached out too.

Human beings are rather good when it comes to determining if something is essential to them or not a priority, and these decisions tend to come quickly. That is things like looking an envelope that comes in the mail and deciding whether it should be opened or tossed. Emails are the same. Unless a reader decides from the first line of content that the email is worth reading, they are going to hit the delete button and move on.

If you decided to automate your email outreach program, you do so at your own risk.

Be personable and relatable

If you’re like others, you probably get spams every day that look like this:

Subject: Hire very qualified personnel now

Dear Sir or Madam,

My name is Jennifer and I’m very qualified whatever whatever whatever…etc.

You probably laugh and then hit delete, since you see them a dozen times each day. You saw them yesterday, two days ago, and last Sunday. All it boils down to is the fact that you don’t really have free time to learn about Jennifer, and you probably don’t care about her either. Your email readers are humans, just like you.

Never initiate an outreach email like this, with a blabbering introduction, because no one’s going to waste their time reading it. Build your credibility and authority by talking about yourself only towards the end of the email.

What you want to do instead is to get going with something that the recipient finds relevant so that it can snag their attention and draw their interest.

That’s where things get kind of complicated though. If you have not done your homework about who you’re communicating with and know what role they play, you are going to be at a loss for words.

So, skip on generic templates for your emails and craft words of your own that fit your goals and circumstances. You can start with a template, but customize it to create a personalized connection in every single message that you send out.

There are a number of ways to make connections. For instance:

  • Something the recipient has personally done well
  • Website problems they suffer
  • News they might find interesting
  • Something positive about their organization
  • Inaccurate or missing information

Whatever you decide on really is contingent upon the person you’re trying to make a connection with, what role he or she plays in their business or organization, and what relates to your own distinct goals.

On the other hand, you can influence some things from behind the scenes prior to reaching out to anyone:

Do you want to know the most effective way of breaking the ice with a stranger online? Do something they find valuable for them before you even reach out to them.

Make a reference to that person in a review, blog post, or article, and then publish it three or more days prior to sending out your email. Alternatively, highlight for their attention somebody else that mentioned them positively. Think of something like “I liked your guest blog post on ABC.site, so I actually mentioned it myself in my blog” followed by a link they can confirm.

If you would like to learn more about ways you can establish new relationships with influential individuals, check out “Influencer Marketing 101.”

Get specific

Never send out emails with general requests. A line like “Please contact me if there’s anything you need” since they don’t get the reader to make a decision about what they need that has to be taken care of right away.

Outreach emails are not too different than landing pages for e-commerce sites. Both are intended and designed to convert readers into taking a specific action or set of actions. Landing pages might have huge poignant buttons that readers are supposed to click on, but personalized emails have to be that clear without any such button.

Never babble or stall in your content. Honor the time of your readers by getting straight to the point. Even wasting a minute of their time can frustrate them to the point of moving on to another email. They need to understand just what you are hoping to achieve, and they need to understand it quickly, so they can make a fast decision and then take the action needed without using up their precious time.

The best emails ask for a single action from the reader, perhaps two at most.

Don’t make your recipient jump through hoops

People might seem like they are as productive as robots sometimes, but they are still human, and every person is different. If you send an identical email to a dozen different folks, you might get a dozen distinct reactions. Some folks getting your email might be going through a bad day, and you’ll never get positive response from some folks under any circumstances.

Don’t think you’ll ever hit a perfect conversion rate of a hundred percent. Still, do all you can to make your conversions as effortless as you can. Recite and remember the following mantra: Don’t make recipients work anything for you.

Let’s assume you have a tremendous resource about purple thingamabobs and you hope someone might reference your resource on a page of their website. You might think about writing something like “This might work well on your website”, but instead, you should give them this:

  • Your link or URL
  • The link to the page of theirs that you think would benefit from your resource (so they can look at it and envision it immediately and not from memory)
  • An idea or two on where specifically on their page your resource might fit best, as well as why it would work

When you do all the legwork on your own, you make it much easier for their mind to envision something specific, so they can easily take action, which saves them time and doesn’t ask them to do needless work.

The faster and simpler it is for your recipient to take an action, the more likely it is they do it. That’s a higher conversion rate.

Build credibility

Once you get towards the end of your email, your reader is probably thinking about taking the action that you have asked for or planted in their mind, and hopefully it’s not hitting the delete button or block sender option. On the other hand, he or she might be left wanting to know just a bit more about who you are.

This is the opportune moment to give them more information about you, possibly with a few links to reliable sources they can trust. A thorough and professional email signature will also give a lot of basic credentials and information they should have about you.

It’s sometimes wise to link up a few examples of successes you have had in the past, particularly if they are in the very same or related niches, or at least on platforms or websites the recipient is likely to trust.

The nice thing about any success, regardless of size, is that you can leverage it into creating more success in the future.

When your email starts with a clear and succinct yet personally relevant pitch, then you can save the long-winded speech about you for the end. Your recipient can read it, browse, or just skip it if they want to.

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