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Read Time: 4 Minutes

Email Outreach 101

I want to preface this with the fact that I know not all marketers are responsible for email outreach.

But, in my experience the best outreach campaigns are written & directed by marketers.

So I'm going to help you learn how to write an email outreach campaign that will fill your pipeline & improve your relationship with the sales team.

If you don't care about:

• Adding leads to your pipeline
• Connecting with ideal prospects
• Tapping into out-of-network contacts

Then feel free to hop out of this email now.

Still here? Let's dig in.

Know Your Audience

The most important part of running a good outreach campaign is knowing exactly who you want to reach.

Things like:

• Age
• Industry
• Job Title
• Revenue #'s
• Company Size
• Hobbies & Interests
• Common Pain Points

All become extremely relevant.

The more you know about the people you're targeting, the better your email content will be.

Take time to understand exactly who your audience is.

Build Segments

Odds are, you have a lot of "potential customers" and it can be hard to narrow down.

Rather than cut people out, segment them into groups.

This is boring work, but I guarantee you'll dramatically increase your campaign performance if you do so.

Things like:

• Location
• Industry
• Job Title

Are all great things to segment by.

This allows you to target each group with a unique message that applies specifically to them.

Write Conversationally

When you write your email copy, it's important that you think from the prospects perspective. Not the "marketer" perspective.

Most prospects are busy, receive hundreds of emails, and they don't care about you.

All they want to hear is:

• Why you're messaging them
• What problem you solve
• What are the next steps

Anything else is fluff. Cut it.

Let me give you a quick example of a great email for a LinkedIn Ghostwriting service:

" Hey James,
​
We've been connecting on LinkedIn for a minute & I was wondering if you've explored better ways to generate new business on the platform.

Most of the executives I work with say they always knew LinkedIn was a great tool for generating leads but they had no time to manage it before we connected.

I help them take advantage of the platform while only adding 1 hour to their calendar every month.

Does this sound like something you'd be interested in?
​
Cheers, "

Only Ask For One Thing

This is where a lot of outreach campaigns flop.

They ask for too much.

"Click this link" "Reply here" "Book some time"

So on...

The thing is, the more you ask someone to do, the less likely they are to do anything at all.

Pick the #1 action you'd like someone to take. Only ask them to do that.

For me, I usually lean towards replies.

It gives them freedom to say anything they want & at the same time (if queued up correctly) it's the easiest thing for them.

Make It Easy To Answer

On that same note, your reply rate is directly connected to how "easy" it is for someone to reply.

If you ask someone a complex question that requires 2 paragraphs to answer...

Expect a low reply rate.

If you ask a simple question that only takes 2-5 words to answer...

You've got a winner.

Add Media ?

Sometimes it might make sense to add media to your emails.

Just refrain from doing this too much.

You don't need an image in every email, but sometimes visuals can really help you stand out.

Is your product or service visual oriented?

Social media marketing, video production, branding, etc.

Then slap a gif in your email for some extra flair.

Selling enterprise janitorial services? Maybe keep it simple.

Use your own best judgement here.

My recommendation is to run the same campaign with & without media so you can directly compare the performance.

Your Signature Matters

Don't take your signature for granted.

If someone is interested in what you have to say, they'll want to know more about you.

• Company Name
• Phone Number
• Social Profiles
• Job Title

Are all great ways to give the prospect more resources to learn about you.

Just make sure anything you include in your signature paints you in a great light.

ps. visuals matter here, check out the animated signature I use at 2POINT to stand out.

Always Send Follow Ups​

The best email campaign I ever ran had a 82% open rate and a 30% reply rate.

It was a series of 5 emails.

The reality was, most of the replies came on email 2 & 3.

If you are only sending out 1-2 emails, you're missing a big chunk of the opportunity.

Prospects are busy. They get 100s of emails.

Follow up. Multiple times.

My magic number is twice in the first week & once a week after.

The more complex the product/service is, the longer I follow up.

For some serious enterprise prospects I've run campaigns with as many as 13 emails in them.

You'll know your business better than I will. But if you think you'll be fine just sending a couple emails...

You're wrong!

Ready to take the next steps?

​Take your brand to new heights by working with me & the 2POINT team.

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