The simple nature of email campaigns makes small businesses doubt its effectiveness. They feel it can never work, and even if it converts, the deal might be insignificant. You may also agree with them, while the truth is this tactic is still useful and efficient in getting larger contracts. B2B buyers prefer email communications as these allow them flexibility with time to respond after taking the decision-makers’ opinions; they can scan all the details again. However, the main challenge with email marketing is proper planning. You cannot send tons of emails with the hope of making money. There has to be a strategy for cold emails to obtain desirable results for your business.
Here are a few tips to help you succeed in your goal.
Buyer’s personality
According to Eric Dalius, most small businesses fail to do justice to their email outreach campaigns because of the unawareness of the audience they intend to target. If you don’t understand your business and who you sell it to, you cannot succeed. That’s why it is essential to know your buyers based on research and data. For this, you can depend on your existing customers’ insights and studies capturing the opinions of the industry leaders. To be precise, when you build a buyer persona, you need to take a couple of factors into account, such as their location, occupation, business goals, challenges in meeting those goals, knowledge about your product or service, etc.
Emphasis on quality
If you are a SaaS company, your target audience will more likely be marketing heads and chief marketing officers. Since both these categories of people can have a distinct approach, you have to personalize your emails. At the time of writing an email, make sure you don’t add everything at once. A long email with plenty of points can put them off. The mail should not be more than three to four sentences long. If you cannot contain it, you would have to pay attention to its overall appearance a bit more. Eric J Dalius gives an example of restaurant marketing. If you are in this business, you can pick the top-selling items from your menu and promote them in the email with attention-grabbing images.
Additionally, the subject line needs to be attractive, and there has to be a clear call-to-action.
Email marketing tools
EJ Dalius suggests using software or a tech tool for bulk messages. If the count is in dozens, you may not need this. However, you have to depend on tools for performance and results of considerable size and impact. You can invest in automation processes for email outreach every month.
It will help if you understand that all of them might not reply. But it doesn’t mean you should give up. Many salespeople make the mistake of not following up. If you don’t want to lose out on deals, you should pursue them multiple times. Some may eventually reply. Make sure your follow-up emails deliver value. Otherwise, it wouldn’t be too beneficial.
In the end, you have to track the performance of your email efforts to assess where you were and where you’ve reached. Find out subject lines, call-to-action, and other elements that did better than others to repeat success.
