Cold Email Campaign

One activity you may have overlooked is running a cold email campaign to warm contacts up to becoming opted-in leads who you can then nurture until they’re ready to become customers.

A cold email campaign is an extremely effective method of lead generation, but thanks to a wealth of misinformation out there, it’s also one of the most overlooked strategies. Unfortunately, people think that the process of sending any cold email is equivalent to sending spam, which just isn’t the case. Spam email goes out to a list of random, often personal, contacts with the intention of threatening someone into giving up personal information. Cold email is a highly targeted method of lead generation that should only ever go out to B2B contacts.

A cold email campaign is an extremely effective method of lead generation, but thanks to a wealth of misinformation out there, it’s also one of the most overlooked strategies. Unfortunately, people think that the process of sending any cold email is equivalent to sending spam, which just isn’t the case. Spam email goes out to a list of random, often personal, contacts with the intention of threatening someone into giving up personal information. Cold email is a highly targeted method of lead generation that should only ever go out to B2B contacts. It all starts with understanding who you’re sending your emails to. Without a concrete visualization of the people who are going to most benefit from your email efforts, you’re effectively throwing wet paper-towels at the wall to see what sticks. My suggestion is to create a (or a series of) buyer personas that reflect the contacts who are most likely to benefit from your offerings. What industry are they in? What is their budget like? What is their biggest pain point? How can you help? These types of questions should allow you to picture who it is you’re sending your message to, so that you can craft content that’s really going to resonate with your audience. A big differentiator between cold email and spam is being able to say that your content is relevant and useful to your recipient, so sending content with your ideal contacts in mind is important. Your buyer persona is also a vital tool when it comes to purchasing your contact list. Sure, you can approach a data provider blindly and ask that they supply you with a list, but without any direction, you might end up with a random list of contacts that won’t help your marketing efforts at all. I suggest bringing your buyer persona to your data provider to help them help you. This should allow them to supply you with a list that will help you achieve your campaign goals. It’s also important to ensure that you’re purchasing your list from a reputable data provider. A dubious provider might stick you with a list that’s full of harmful data, so it’s really important to vet your data provider before you purchase a list. Even if you have the cleanest list on the planet, there’s nothing stopping it from eventually decaying, so you’ll want to run your list through an email verifier as well. This will weed out the harmful data that takes up space in your contact list – spam traps, bad data, and old email addresses are all potentially living in your contact list rent free, and sending to them can potentially hurt your sender reputation and eventually land you on a blacklist. It’s vital that you remove these addresses, and with a cold email campaign, the most efficient way to do that is with an email verifier. You obviously don’t want to send spam…that’s why you’re taking so many precautions to make sure you don’t come across as spammy. Maybe one of the best pieces of advice I can give is my mantra: “if it looks like spam, it’ll get treated like spam.” Your message might be targeted and in ship shape, but if you include spammy elements into your email campaign, you’re sending a big message to spam filters that you belong in the junk folder. Avoid misleading subject lines, or using all caps, or using mostly or exclusively images in your emails – this runs the risk of triggering a spam filter and sequestering you to the junk folder. For the best results, use a spam checker to make sure that you aren’t overly spam before sending. If you do want to start sending cold email campaigns to boost your SaaS lead generation, then we can help you to generate leads for your sales. 

It all starts with understanding who you’re sending your emails to.