Analyze, Optimize, Scale
Are your emails getting opened?
Are they getting opened but not responded to?
Is your tone right for the audience?
What has been working so far?
These are all great questions that you should be asking yourself during and after your cold email campaign…
Scaling Your Campaign
Once you have a campaign or series of messages that is working, it is time to scale your operations…
In other marketing mediums (SEO, SMM, etc…) scaling can be a very difficult task, not in email marketing though.
It is literally just as simple as increasing the contacts that you want to reach out to.
If you’re looking into scaling your outreach process and you run into the problem in which you don’t have enough data/contacts in which you can send to, there are a few ways around this…
Let’s go over a few do’s and don’ts:
expanding audience location
Expanding my audience loaction is the first thing I look at if I’m looking to scale.
If my product/service can be offered nation-wide, I’m going to keep the same exact audience parameters but begin targeting outside my current geographic area.
expanding job title
The job title of CEO, Founder, Owner, President, etc… I’d address them all the same.
And if these are the people you are targeting, it is likely that they all have the same job responsibilities – so opening up this selection should be find.
As long as you’re staying within the same hierarchical section of a company, your results won’t suffer.
You can try going lower with your revenue range, but I’d rather go higher to start with.
As long as your product/service is still bringing value, it will still relate to a wider audience…
There will be a point in which whatever you’re offering may already be taken care of in house (at some of these higher revenue companies), so if you have knowledge of this – make sure to stay out of that revenue range.
expanding revenue range
This one is a bit tricky…
If I’m offering a on site job clock, I won’t have any problem widening my audience from just electricians to include carpenters, plumbers, concrete masons, etc…
On the other hand, I’m not going to start including owners of law firms or marketing agencies.
If you know your audience (which you’d better), you should know which other industries you can include in your targeted audience list. There may be a few that you missed when building your audience originally, go back and make sure you are reaching out to everyone who can find value in your offering.
what to avoid
As you can see, there are options to widening your audience… but under no circumstances do you want to dilute the strength of your audience by moving to gray areas.
It can be tempting to just start expanding from the areas in which you know you can provide value to, but you really shouldn’t. If you start reaching out to people who have no interest in your offering, it’s likely you’ll be marked as spam, or your inboxes will be filled with hateful replies.
At this point, you’re basically sending out spam mail, which is the total opposite of what a good cold email should be.
Now that you’re finished with this crash course on cold email marketing, you should have a pretty good overview on what is needed to succeed.
Most important thing to bear in mind is that you’re simply starting a conversation via email; the entire objective of this is to create leads, people who are interested in learning more about your offering.
When utilizing email marketing in the b2b landscape, I’d be absolutely shocked if you don’t see a positive ROI… if you’re following our guidelines here.