One of the best ways to grow your business is by doing cold outreach, which can improve your customer base. However, there are a lot of frequent cold outreach mistakes that you may make when doing outreach that can fail your cold outreach. How do you make your cold outreach successful and stand out for more customers?
You can quickly contact your prospects by avoiding common cold email outreach campaign mistakes.
In this article, we’ll identify the most frequent mistakes salespeople make with their cold email outreach campaigns.
So let’s get started,
What is a Cold Email Outreach Campaign?
Cold email marketing sends emails to reach out to potential customers who have yet to learn from you with a specific business goal in mind. Cold email outreach intends not to email your target audience but to capture potential partners or customers.
Sending these emails aims to nurture a good relationship with potential customers and pass them through the conversion funnel, ultimately improving your conversion rate.
How can cold emails be a great way to boost revenue for your business? Here are some factors that can enrich using the best cold email outreach.
-
Increase the number of new potential customers.
-
An excellent cold email helps guide clients to the lower stages of your conversion funnel.
-
It helps increase your conversion rate and ROI.
-
Ideal email outreach can also increase awareness among potential customers.
Email is almost 40 times more effective than social media, according to the studies conducted by McKinsey; also, on the other hand, the studies by Backlinko show that only 8.5% of cold emails receive a response. The low open rate is mainly because most emails are poorly written and spammy, which lacks attention.
Low response rates from prospects don’t mean that they aren’t interested in your product or services. You need an effective cold email outreach without making deadly mistakes to overcome these. So carefully craft your outreach strategies and instantly get your desired response.
Now let’s dive into the top cold outreach mistakes to avoid and how to overcome them,
Top 6 Cold Email Outreach Mistakes
Email Outreach Mistake #1: Using Too Spammy Subject Lines
Subject lines that give an eagerness can get emails opened, but it is not valid for titles today. Using certain words and sequences, you choose keeps you from reaching your prospect.
The point is never to use CTA in your email title; yes, I meant it.
For example, “Try our new service,” “ Check out our product,” or “ Subscribe to our Newsletters.”
Moreover, some email systems monitor them whenever you use a spammy subject line, and it may automatically be considered spam.
Image Source – mailerlite
So those efforts will be worthless and immediately placed in the spam folder. If you follow this practice, your email outreach will not reach potential clients, and your CTR and conversion rate will decrease.
Mistake #1 Fix: How to overcome using spammy subject lines?
How can you craft a good-looking title? You can send attention-grabbing cold emails that are sure to open using a few techniques. Keep your email simple, and use only three font styles or colors. Using the most precise, realistic, yet personalized subject lines gives the response from the prospects.
Let’s see some examples.
“You’re missing out on points.”
“[Name], I need your advice.”
”Your conversion rate is very low.”
“Let’s talk about [topic/idea]!”
Image Source – Yesware
Remember to make your subject line honest, i.e., free from trigger words, all caps, and exclamation points.
Email Outreach Mistake #2: Forgetting to Mention Benefits And Trust
You must spend more time stressing benefits and putting trust to succeed in your email outreach. Why is it so important? Because people care and respond to problem-solving product features. Your cold emails should answer specific pain points and present a viable solution.
For example, below, give a cold email without any benefits or trust to make the prospect respond.
Image Source – Leadfuze
Mistake #2 Fix: How To Overcome Mentioning Benefits and Trust?
To fix this cold email mistake, you must remember that prospects don’t know you. They don’t care about your company, your products, or your services. They only look at one thing and one thing: whether you can help them. You will get many responses if your cold emails clearly explain their concerns.
For example, Suppose you own a B2B software company and trying to generate leads. You can research your target audience and create a list of prospects. Once you identify the needs of your prospects, you can craft a compelling message to pitch your services to them, explaining the benefits prospects gain while using your product or services.
Hi {recipient’s name},
My name is {sale’s team member name}, and I am working for {company name} in the {region of the prospect}. {what your company does}
{customer 1, 2, 3} have all moved to {your product} to help with:
{benefit 1}
{benefit 2}
{benefit 3}
I would love to get on a short call to review your current systems and how we can help.
Image Source – Saleshandy
You need to build credibility with the prospect for them and provide benefits to take you seriously and consider buying from you. Another way to do that is by adding social proof in your cold email body.
An email template example showing both benefits and trustworthy communication is shown below,
Image Source – Freshworks
Email Outreach Mistake #3: Long Email Copy With More Talking (Not Talking about them)
All are busy with work and life, so try not to turn your cold email messages into long copies with more talking. They should get right to the point. Suppose your email body is too long explaining “your company things” without talking about them; readers can quickly lose interest or skip over the email you want them to read.
Image Source – NEWOLDSTAMP
Mistake #3 Fix: How to Overcome Long Email Copy?
Keep your sentences short and crisp, and break them into paragraphs to scan the copy. The ideal word count is 100 to 150 words; it is enough to engage your prospects and make them respond to click-through action.
For Example,
Landing customer like {{Tom’s Ideal Customer1}}?
Hey Tom,
Excellent work hiring {{Company}}’s first salesperson!
Since you are in a growth phase, you might want to try out a new “LinkedIn Lead Gen strategy,” which is helping similar SaaS companies bring in more warm leads from companies like {{Tom’s Ideal Customer1}} and {{tom’s Ideal Customer2}} every month, even with a small sales team.
Would you like me to share some quick sales tactics with you?
While writing the email copy, remember that you aren’t trying to make sales with cold emails but trying to start building solid relationships with qualified prospects. A short and sweet message always invites potential customers to learn more about you and your company.
Email Outreach Mistake #4: Choosing Generic Template Email
Generic cold email templates are excellent email marketing tools that make your job easier. But sending a generic message copied from a template is a big-time cold email mistake. It reads robotic, not like a natural person wrote it so that there more chances to reduce the open rate. For Example, down below, an Email template shows a generic behavior.
Image Source – Criminallyprolific
Mistake #4 Fix: How to Avoid Sending Generic Cold Email Template?
Nowadays, people want a unique message that talks more about them with a personal touch. Personalized emails play a tremendous role and are far better than generic ones.
If you want your cold email strategy to succeed, research your prospects. After that, use those details to build a relationship with them through email. It may take longer, but your extra effort will be rewarded by creating better metrics and boosting sales.
Here are the simple steps you can follow to fix this generic cold email template mistake,
-
While researching, you can study their LinkedIn profiles, read their company’s blog, and look for the challenges or pain points they struggle with daily.
-
Then evaluate their challenges with your product/ services and devise a solution to help them.
-
Add personal information about the prospects, like their job title. To give that personal touch, mention something you found out about the prospect (e.g., caught your attention or you also have interest).
Uniquely written email that provides value in a friendly tone will help connect personally. Also, the prospects will understand that you have reached them a lot to show them that you don’t care only about sales ( to build a relationship)
Image Source – salesblink
Email Outreach Mistake #5: Fail to Include a CTA
You are done with an excellent subject line and a fantastic personalized email body; now, what are you missing? Yes, It’s time for the call-to-action, better known as a CTA, exciting part of sales. Many salespeople need to remember to do this after including a lot of detail in the email, which detracts from the primary purpose.
Your CTA should be a response you want them to reply to your message, schedule a call, attend a free demo or click a link to download. Also, for more transparency, tell them that If you don’t, they probably won’t do anything.
For Example,
Hi {{Name}},
I saw your website and noticed you were using {{Your competitor’s product}}. How do you like it? I run a {{service}} called {{your company}}.
It’s just like {{your competitor’s product}}. You could make {{prospect’s company}} better (and see if it would make sense for us to work together).
I hope you find it helpful.
Keep up the great work.
Mistake #5 Fix: How to Overcome Fail to Include CTA Mistake?
Including CTA is a critical part of making your email campaign successful. Right? We want to use our efforts effectively. Ensure your messages have a CTA link before sending.
Some points to note while crafting a CTA,
-
Choosing more than one CTA is another CTA mistake that the prospect needs clarification on.
-
Include a compelling call to action in your email.
-
Indicate the action you want from your potential client.
-
Multiple CTAs will appear spammy.
Proper call-to-action text is vital for all marketing strategies, as this will increase your CTR and help increase your conversion rate. Moreover, there is no point in starting the campaign, as the conversion rate and the CTR will stay the same or get decreased.
Image Source – Saleshandy
Email Outreach Mistake #6: Fail to Have a Proper Follow-up Plan
Another deadly mistake is needing a clear and proper follow-up plan. How many emails are there in your cold email outreach campaign? You will only connect with a few prospects if the answer is significantly less.
Your follow-up emails are essential because according to the research done by ThePipeline show that 60% of customers say “no” more than three times before agreeing with you.
Mistake #6 Fix: How to Come up with Clear Follow-up Plan?
This cold email outreach mistake can be fixed by making time a critical factor. Try to send follow-up messages at different times of the day. If you sent your initial email at 4 pm on Tuesday, try sending a follow-up at 10 am on Friday, the fact is to add plenty of time between your follow-ups; 120 hours is good to keep.
Image Source – Siegemedia
Now you got it?
Still haven’t got any response?
Then follow additional tips to overcome your follow-up game,
-
Send a friendly reminder that you must be persistent without being annoying.
-
Keep your follow-up emails short and to the point.
-
To provide more information, use the follow-up email.
-
Use an email marketing automation tool to handle these tasks for you.
Image Source – Saleshandy
Final Thoughts
If you want to level up your outreach game, avoid falling into those deadly six cold email outreach campaign mistakes that give a failure rate of cold calling. So for this, while researching, you need to dig deeper and go the extra mile to understand clearly about your prospects. Stay on top of effective cold email outreach strategies, verify opportunities, and craft compelling CTAs. If you and your team can do all of that, your email cold outreach delivers promising results.
