Cold outreach campaigns are a vital component of modern business growth. However, many companies struggle to generate results from their outreach efforts. Ineffective targeting, generic messaging, and other missteps can quickly derail a cold outreach campaign.
Executed effectively, cold outreach campaigns can generate significant new business opportunities by enabling you to proactively engage prospects that otherwise may never have found your brand.
Read further to learn about the eight common reasons your cold outreach sucks – plus some actionable advice on how to make them suck less.
Reason 1: Poor Targeting
Flawed targeting is one of the fastest ways to sink a cold outreach campaign before it has set sail.
Sending poorly targeted emails not only lowers your response rates, but it can also damage your sender reputation. Studies show that spam emails constitute 47.3% of total email traffic – so make sure to be on the other side of that statistic.
What to Do: Improve Your Cold Email Targeting
Performing cold outreach on contacts without a defined ideal customer profile wastes time. Here are a four ways to improve targeting:
- Identify the key buyer personas you want to reach. You want to target the decision-makers in charge of the departments your product/solution can help optimize.
- Leverage intent data to determine pain points. The goal is to find prospects who actively seek solutions like what you offer.
- Segment your outreach lists into discrete categories. Use parameters like industry, seniority level, company size and related criteria. Develop tailored messaging for each segment.
- Monitor your campaigns. Identify low-engagement segments and continuously optimize your outreach targeting with that data.
Reason 2: Generic Messaging
Another rapid route to undermine your cold outreach is relying on generic, boilerplate messaging. Copy-pasted email templates full of placeholder text make it immediately obvious you haven’t invested time to personalize your message for the prospect.
Personalized emails enjoy a 142% higher reply rate than non-personalized emails. Remember to customize your email templates to pave the way for personalization to keep your cold outreach campaign sailing in the right direction. This is especially true if you automate your lead generation efforts.
What to Do: Personalize your Emails with Actionable Strategies
Let’s look at these two examples and see what makes an effective, personalized email:
Example 1: Personalized email to a CEO of a big enterprise
Example 2: Personalized email to a small business owner
Here are a few actionable strategies that you can extract from these two examples:
- Personalize every cold email. Add relevant details like the prospect’s name, company, role, and other contextual specifics.
- Customize your messaging to address pain points. You want to communicate context-specific value that your product/service can introduce to your prospect – not sell it outright.
- Use variable fields to dynamically populate relevant content. You can still use outreach templates to send cold outreach at scale – just make sure to use relevant fields.
- Tailor your messaging and email structure to match each prospect’s profile. For example, an official tone with sophisticated terminology sprinkled in may work best for CEOs of large companies, while injecting more conversational wording with fewer complexities may connect better with small business owners.
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Reason 3: Lack of Value Proposition
Forging connections with cold prospects is all about conveying value. If your cold outreach fails to communicate how you can help prospects or solve their problems, you won’t get very far with them.
Demonstrate your value first before making a sales pitch. This helps build trust and can lead to an ongoing relationship with your prospect.
Ultimately – lead with value, and don’t try to upsell your client with your first cold email. By leading with value, you will undoubtedly boost your open rates.
What to Do: Establish Value
Don’t just pitch your product – communicate how you solve critical challenges for prospects. Here are several tips on how to craft compelling value propositions:
- Research common pain points for your prospects. This helps you craft messages that present your company/product as the solution.
- Ensure your cold emails highlight specific product benefits. You also want to add value by showcasing the ROI your product delivers for prospects in the relevant industry.
- Develop a resource hub of educational content. Create ebooks, infographics, webinars and blogs to demonstrate your subject matter expertise.
- Always put your prospects first. The cold outreach email is not about you, but about your prospect.
Reason 4: Ignoring Follow-ups
Another reason why your outreach fails is the lack of follow-ups. One email is rarely enough to spark interest from prospects. In fact, follow-ups can double the response rate of your cold outreach campaigns.
Cold outreach is a marathon, not a sprint. Your cold outreach campaigns should be persistent and valuable to warm up initially cold prospects over time. Ignoring them can lead to missed opportunities, as most of the successful deals come from – you guessed it – follow-ups.
What to Do: Vary Your Emails
Well-planned, sustained nurturing over time converts better than a single email. Here are a few strategies for creating effective follow-up sequences:
- Build out structured, multi-touch email sequences. Typical sequences include 4-6 emails over 2-3 weeks.
- Send new, personalized content in each follow-up. Don’t repeat the same static email – add value with each follow-up, and make sure to reference the previous conversation.
- Change up your CTA. Perhaps only outlining the highlights of your product/service didn’t engage the prospect – try offering a quick consultation, or a product demo.
- Try to remix your email messaging tone with each follow-up. Focus the first follow-up on value, the second on social proof, the third on scarcity/urgency, and so on.
Reason 5: Neglecting A/B Testing
A/B testing is a way to find out which one of two outreach campaigns drives better results. You can create two variants of the same campaign and send them to a small fraction of your recipients. Ultimately, the variant that performs better is the one that you should send to your other prospects.
With A/B testing, you can rely on data and not on guesswork when making decisions. Many marketers neglect running sample tests and miss out on valuable data that could transform the success rates of cold outreach campaigns. It’s no wonder that 83% of global companies utilize A/B testing for their outreach campaigns.
What to Do: Take a Scientific Approach to Your Cold Outreach Campaigns
Guesswork is best replaced with data-driven decisions. Here are some tips to get you started with A/B testing:
- Test different email subject lines. Subject line optimization alone can increase open rates by up to 50%.
- Try different opening and closing paragraphs, value propositions, calls-to-action, and email lengths. All of these variables are easily customizable and can impact your open rates and conversion rates.
- Vary message styles and personalization approaches. This helps you identify what resonates most with each audience.
- Change only one variable at a time. You will be able to see which variable makes the most impact.
Reason 6: Overlooking Personal Branding
In cold outreach, prospects have zero context about you or your company. That’s why developing a strong personal brand can significantly move the needle. Prospects aren’t just going to put their trust into random senders with no warm email domain and with no credentials to back them up.
By showcasing your credentials, thought leadership, and passion for helping similar businesses, you establish expertise and authority. Consistently highlighting your proven experience, client results, and unique perspective builds familiarity and trust with your prospects.
What to Do: Build a Strong Brand
Cold outreach is a chance to establish expertise in your industry. Here are a couple of tips for enhancing personal branding in cold outreach:
- Highlight your expertise and credibility through your cold outreach. Ensure your cold outreach emails repeatedly include links to thought leadership content you’ve authored.
- Publish helpful content to your audience. Create educational blogs and videos to organically showcase your subject matter mastery and build familiarity.
- Promote any media coverage of your personal brand. This helps establish your authority and trustworthiness.
- Develop your personal brand consistently across channels. One of the best ways to develop – and strengthen – your personal brand is to become an active creator on LinkedIn and Twitter.
Reason 7: Failing to Leverage Social Proof
46% of small businesses base their buying decisions on recommendations from companies in the same industry. Social proof is one of the most potent influences driving people’s purchase decisions and engagement – yet it’s often overlooked in cold outreach.
Direct testimonials from your clients support both your credibility and your company’s capabilities, making your claims much more believable than just your word. Testimonials are also powerful evidence that you can solve your prospect’s pain points.
What to Do: Infuse Cold Emails with Social Proof
Peer recommendations and third-party validation build trust – but many businesses neglect adding social proof in their cold outreach. Here are some proven methods for incorporating social proof effectively:
- Sprinkle relatable client testimonials throughout your cold emails. Don’t forget to highlight credible social proof. You can use social media schedulers to post them at regular time intervals.
- Seek out and showcase positive reviews on sites like Trustpilot. This helps establish trustworthiness as you prove your track record.
- Leverage customers who have used your product/service. A recommendation from someone highly relatable to the recipient can speed up sales conversations.
- Promote case studies highlighting success in the prospect’s industry. This showcases relevant numbers and credibility at the same time – which is a win.
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Reason 8: Neglecting Data and Analytics
In the digital era, data is the compass guiding the direction of your business growth.
Introducing KPIs such as open rates, reply rates, and conversion rates can pave the way for more creative ways to improve your outreach campaigns. By tracking KPIs, you can harness data as a powerful tool for decision-making.
Gaining direction first requires you to stop making decisions based on hunches and, instead, leverage the vast data that your outreach campaigns collect. As Peter Drucker insisted: “What’s measured, improves.”
What to Do: Leverage Your Metrics
A gut feeling is simply not enough to optimize your outreach campaigns effectively. Here is some advice on how to use analytics tools for cold outreach:
- Monitor key cold outreach metrics. Use metrics such as open, click-through, and reply rate to continually refine campaigns.
- Use reporting dashboards from cold outreach tools. These tools will give you a quick overview of your campaign’s performance and ways to improve it.
- Leverage A/B testing. Test different segments of your outreach campaigns to discover gaps in need of improvement
- Compare results across different channels. If you take a multi-channel approach, don’t forget to track results and see what channel is the most effective.
Wrapping Up on How to Prevent your Cold Outreach Campaign to Suck
At best, cold outreach is a gamble. But with a little extra effort and thought, you can tip the odds in your favor and have greater success than by relying on blind luck. The strategies outlined above will give you an edge that will improve your odds and set you on the path to greater cold emailing success.
Just to recap, the keys to igniting cold outreach success are:
- Fixing misdirected targeting
- Improving personalization
- Leading with value
- Optimizing follow-up sequences
- Strengthening personal brand authority
- Adding social proof
- Testing content variations
- Letting data steer decisions through analytics
Remember – cold outreach can always be optimized. Also, remember to keep these 8 tips in the back of your mind – and your cold outreach will surely suck less.
With a cold outreach campaign that sucks less, you can enjoy more valuable connections and business growth. Who knows how much your cold email success will improve once you implement some or all of these strategies?
Growth Hackers is a one-stop shop outbound marketing agency helping startup founders, small business owners, entrepreneurs and marketers generate highly-qualified leads, acquire customers and grow their revenue. There is no fluff with Growth Hackers. If you’re interested in working with a results-driven digital company that truly cares about their customers, reach out to Growth Hackers and request a free consultation and audit.
