Cold email outreach is clearly more than just sending an email ‘to the right guy’. Converting your marketing prospects into marketing opportunities is not something that everybody does right from the first shot. For once, because it works like a riddle – it’s never the thing that first pops into your mind. This is because that very first thing you’re thinking of including in your outreach pitch was probably used by other hundreds of people hoping to stand out. Then, since influencers don’t have a lot of free time, you shouldn’t expect indulgence or mercy every time you’ve done something wrong. Most of the times, you don’t get more than a shot, and the better you perform, the more this will work like a snowball.
1. Outreach Gone Wrong! Learn How to Deal with Negative Responses
There’s no way you can improve your chance of being promoted by influencers unless you decide to actively deal with rejection like a pro. We often forget that networking’s all about creating relationships, not just links on famous, high authority pages. Piotr Zaniewicz explains, in his article, the entire set of possibilities when all you’ve got is negative answers and threats.
- Being Threatened by Influencers May Get You Somewhere
- Infuriating People Can Sometimes Point Out Where You’re Wrong
- Sometimes You’ll Need to Be Patient
- Brutal Honesty Can Be A Valuable Lesson
- And Nice “NO”s Will Make Your Day Better
- Remember Patience? The Long Road to Success
“Now, you can’t defend yourself if you organised outreach based on, for example, a ready-made, untargeted and unsegmented prospect list. What you did was spamming and all you can say is “sorry” and hope for the best. It’s your job to first make sure you’re writing to the right person before you send the email.” Piotr Zaniewicz
2. Video Embedded in Email – Perfect Outreach Prospect
The article, written by Madelaine Milani, talks about sales more than networking and promotion outreach. However, its place in this article is well deserved, since the core idea is actually innovative and useful. In case you’re a charismatic writer with innovative ideas, you can record yourself and get the attention of the influencers you’re reaching out to.
“The body should lead the recipient to watch the video, driving more watches and getting your message both seen and heard.” Madelaine Milani
3. Focus on What Brings an Advantage to The Influencer
Iris Shoor writes about the art of cold email outreach. The article shows examples of success stories of her own and starts with the basic things – such as the fact that bloggers are most interested in getting more readers and quality content. Every email has to come with a powerful story. And as long as you can outline the essential without getting into boring details, a little context didn’t kill anybody.
“A great way to imply that writing about you will drive some good traffic without actually saying so is to align your story to other successful posts.” Iris Shoor
4. Be as Natural as Possible in Writing Your Outreach Proposal
Take your approach seriously and imagine you’ve already got a connection with the influencer, even when you don’t. This will give you a better focus and sense of propriety. The researching and content writing part are as important and challenging as is promoting your content efficiently. You need to have something to say, to be not only relevant but also interesting and to provide a competitive advantage. While all these things are oddly familiar, Lena Shaw documents examples of positive and negative value to make a very valid point in her article – you have to work for outreach just as much as for every piece of content you write.
“There’s no shortage of email tips and tricks. Lists abound all over the internet. Even the narrowly-defined activity of initial email outreach has long lists of advice.” Lena Shaw
5. Pitch as a Writer, Not as a Link Builder
Before even thinking of composing the perfect email, maybe you should, at least, socialize on a basic level – maybe a Tweet, although it would be preferable to shake hands. However, as we can agree on the fact that Twitter works pretty much like a social binder, it’s a decent start. Monitor targets’ social media activity and learn something – maybe find an idea of how to pitch your blog, like Adam Grunwerg in his article.
“Retweet [the influencers’] articles or compliment their work before tweeting them from your personal (not brand!) account. Provide a teaser for your content, and ask them permission to send them an email. They will appreciate the courtesy.” Adam Grunwerg
6. Formulate a Natural Request Without Harassing the Receiver!
Stephen has done a great job with his outreach technique – some of the most popular influencers answered to him, most in less than 20 minutes. His article tells the story of honest success and a natural approach. Instead of spending time looking for influencers’ emails, he shot for ‘the stars’ by documenting a personal approach, and the result was impressive.
“The Internet is full of endless, boring drivel. Of stupid memes and Buzzfeed quizzes. When something has personality and zest, it majorly stands out from the crowd.” Stephen Atrogge
7. When Doing Outreach Write Less, but Document Your Emails More
As Alicia Glenn talks about tripling the response rate for the business she works for, there are a few elements that never miss from an email: feature, benefit, human factor and value. These are the secret ingredients she advises us all to use while also giving some practical examples to guide us through.
“Through this experiment, I was averaging around a 3% response rate. This was in line with my peers as well. I asked my coworkers about their email response rates, and it was unanimous that they typically send out upwards of 50 emails without getting one response back.” Alicia Glenn
8. Smart Outreach – Associate Yourself with High-Quality Professionals & Create the Ben Franklin Effect
The Ben Franklin Effect is a mindset that can help you achieve bigger results after positive answers for small ones. It does sound like there’s a psychological glitch in there, right? As Tim Soulo underlines in his article, the perfectionists in our niche are professionals we’d like to associate with. And after we’ve done this, research shows people are more likely to accept a bigger favor after they’ve said ‘yes’ to a smaller one. After this, wait until you’re asked to formulate your requests – it’s not all about yourself.
“And there’s no way to maintain a relationship with someone if you’re only willing to use him for your benefit and never actually care about him. That’s why I pick my outreach targets very carefully. I only reach out to a person who I would still hang out with, even knowing that he will never tweet my articles.” Tim Soulo
9. Outreach Tip – Even After Sending 1000 Cold Emails – Be Humble!
You’d think that eventually experience catches up – only eventually is far too many ‘no’s’ from now. Luckily, people like Shane Snow share their experiences. The article shares this challenge as an experiment at the end of which lessons were learned.
“Notably, the one thing we didn’t (couldn’t) do with a study this size is research each recipient and personalize the message to them. In our personal experience, reply rates for mentor advice outreach are higher than a typical sales email—and certainly higher than the 1.7% a generic ask generates.” Shane Snow
10. Use the 3 Ps that Make the Outreach Go Round: Personalized, Positioned Properly and Persuasive
Matt Gratt talks about outreach emails that aren’t personalized, positioned properly and persuasive. Lacking any of these characteristics will make your outreach challenge futile – and you’ll only serve as a bad example for a case study, just like the one we’re presented in his article.
“This is in contrast to the approach we believe in – let humans do the creative, strategic part that generates most of the value, and send the boring, repetitive part off to a server in the cloud.” Matt Gratt
11. Cold Outreach Tip – Be Unconventional in Writing Your Emails
We’re in this carousel of accomplishing as much success as possible very fast – it seems like nobody has the time, or the patience for that matter, to build a business properly. We’re always in the urge of automating every process we’re using to save more time to automate even more processes. It makes no sense, and the lack of results show its pointlessness. So Brian Zeng advises us to look at what people are doing wrong in this process. And it’s mainly the lack of personal touch he talks about in his article.
“Personalization doesn’t mean addressing bloggers by their name or getting their website right. This just sets the stage for a personalized email.” Brian Zeng
12. Cold Outreach 101 – Earn Trust by Finding a Common Ground Between You and the Influencer
There’s nothing more impersonal than trying to start a relationship from nothing – even online. Networking is about the things we have in common and, the less common they are, the stronger our liaison, as Elise Musumano points out in her article.
13. Don’t Advertise Your Product too Soon in the Outreach Process!
The most important in 7 ways of engaging cold prospects is this – be careful what you’re pitching. While Michael Simone doesn’t stop here, his article revolves around this basic principle. While nothing in business is a simple 3-step recipe, some pillars of online communication should be observed with religiosity. Including humor.
“Unlike their email inbox, which might sit at 1383+ unread messages, people are more likely to still get that small rush of excitement and increase in endorphin levels from the “ding” of a social media notification.” Michael Simone
14. Get Higher Response Rates by Pitching Your Ideas Honestly
Craig Rosenberg gives us four examples of genuinely transparent outreach approaches. He makes it clear that regardless of the purpose, it’s the human touch that spins the wheel of business networking. Although he talks about sales in his article, the principles he’s enunciating make perfect sense when it comes to a promotional approach.
“Combine touches within seconds of each other – Leaving a voicemail within seconds of your email will increase the likelihood of your prospect opening and responding to your email.” Craig Rosenberg
15. Don’t be cheap! Be More Effective Using Dedicated Outreach Tools.
Dave Schneider suggests, in his post, that business isn’t quite the light atmosphere with people who have enough spare time to compose outreach emails all day long – this is why he’s proposing an app to help you keep in touch easily with your prospects. Sounds fun, right?
16. Diversify the Approach Depending on the Outreach Purposes
In another article, Dave Schneider even presents a more extensive list with outreach examples he found worth sharing.
- Honest Pitching
- Asking For Opinions
- Personalized Approaches
17. Outreach Smart Tip – Write Memorable Emails!
Sasha Galkin shares 10 practices that every person doing outreach should check off the list before pressing ‘send’. No influencer is going to bother answering to your networking attempt unless you make a good impression. This works pretty much like real life – make a good impression, don’t be creepy, show similar interests and qualifications, make it clear that you’re meant to collaborate without sounding like a horoscope.
“Dish out a whopper incentive. Give them a reason to pay attention to the rest of your email.” Sasha Galkin
18. When Doing Email Outreach Use Short & Relevant Subject Lines
The article written by John Corcoran is, in fact, a real-life story he’s decided to share publicly. It’s as simple as I suggested in the title – he created a personal bond with an influencer, started giving valuable inputs and got his reward.
“Noah is busy running AppSumo, training new entrepreneurs and riding bikes around Austin sampling tacos. Until recently, he had no idea who I was. And yet here I was, opening my mail to find a box of chocolate chip cookies, with a thank you note from Noah Kagan.” John Corcoran
19. Outreach 101 – Make the Details of Your Email Impressive!
When in comes to email outreach there’s no middle way, as we’re going to find it underlined in this article, . From being brief and personal to having a decent signature and a bold, but a relevant subject line, every detail matters.
“There is a lot of discussion about which link prospecting strategies work, but the outreach email is where the link is won or lost. Even with all the research and personalization in the world, you’ll never convert if you don’t get the communication right.” Portent Blog Team
20. Don’t Be Superficial and Pushy in Your Outreach Endeavor!
It’s not professional to write a thousand superficial emails, poorly documented and not at all convincing. Try to do your homework – and don’t think that just because you get to someone’s inbox you’re automatically going to be read and answered to. There are influencers out there who don’t even get to read newsletters that captivate them because there’s no time to waste. You’ve got serious competition here, too. Mike Essex gives us a few rushed, unfortunate examples in his post, explaining why it’s not worth messing with influencers’ patience.
“Sticking together two keywords in the hope of some traffic and a quick link just isn’t worth it anymore. It’s no longer an excuse to say you wrote something just for SEO, especially as blog owners have to put their name alongside the content you provide. Rubbish content may fly on generic article sites, but it’s not what blog owners want.” Mike Essex
21. Respect Three Elements for Outreach Success: Timing, Interest and Personalization!
It’s not success in general, it would be futile. It’s not easy to come with a recipe and we’ve always underlined this. However, when it comes to professional common sense – timing, interest and personalization – we couldn’t agree more. Researching the outreach process before trying to contact influencers on your own is crucial if what you’re looking for is a good response rate. Put simply, what you’ll think of writing if you don’t have any experience in the area is simply what will cross everybody’s minds.
“Though there are other variables that would affect your response rate, scheduling your emails at the peak hours of your recipients would help increase your outreach’s conversion rate.” Venchito Tampon
22. Use Creative Incentives that Don’t Sound Selfish for Your Outreach Prospect!
You wouldn’t like to live the impression that you’re going to pay for someone’s effort to respond to your outreach attempt. However, it’s only fair that you propose them some bargain that seem so genuinely altruist and professional, they won’t refuse.
- Pitching Personally
- Adapting Your Speech To Your Audience
- Being Concise
- Looking Professional and Genuinely Interested in the Matter
“Once you get a response from a blogger, your acceptance rate sky rockets; making it an important part of your outreach.” Peter Attia
23. Mistakes Are Unprofessional. Avoid Them with Every Email!
It’s impossible to deal with clients as a digital marketer and not get annoyed at some point at their mistakes that seem to be the same over and over. Not knowing how to do outreach isn’t fun for anybody: for the influencer it’s time-consuming and inefficient, for you it’s frustrating because you don’t get the results you expected and as a digital marketer it’s like violating some sacred terms.
24. Email Outreach Tip – How to Find Room In A Busy Influencers’ Schedule
Thinking you’re worth being answered to is a mindset that may cause you outreach failures according to this article by Gregory Ciotti. Twitter has become less and less personal and it’s not always appropriate to call an influencer, especially if you don’t already have a personal relationship with them. So email is where you can leverage your best qualities into a promotion pitch.
“Email is where keystrokes go to die. If you want to get in touch with busy people , you must know how to avoid wasting their time.”
25. The 9 Formulas to Increase Outreach Success Rate!
Bernie Reeder made a list of 9 formulas for email outreach that have always brought her good results in the outreach endeavors. The bottom line of this post is that there are indisputable facts of persuasion and content marketing, and while recipes aren’t 100% sure, it’s always worth to take science into consideration. Depending on different factors such as the type of person she wrote to, the type of purpose she had, or simply the structure of the email, here go 9 ideas.:
“Each line of a cold email must persuade the reader to read the next one.” Bernie Reeder
26. Be Personal and You May Experience a 333% Increase in Cold Email Response Rates
Getting into a prospect flow isn’t an easy job, especially because you have to operate different mindsets, according to Eric Siu in this article. Among the number of issues that may contribute to an outreach campaign’s failure, poor templates and no enough follow-up make the top. The example below is living proof of how you can miraculously recover.
“Separate your prospectors from your sales closers. Don’t combine the two. I did that and failed massively. Here’s an example of how you might structure your team using the Predictable Revenue model.” Eric Siu
27. Cold Email Principles to Make Your Email Stand Out
Whenever you’ve thought of a template as a universal formula that works regardless of the influencer you’re contacting, you were wrong. A template refers more to the persona of your prospect combined with the intention of the outreach, as we’ve read from this article by Sujan Patel. For instance, being naturally personal, using email signature and remembering value-add are some principles to live by when you start an outreach campaign.
“You can have multiple paragraphs, but if people see a big block of text, they’re going to be scared off, and possibly miss important details. So keep your message as short and controlled as possible.” Sujan Patel
Another article by the same author underlines the secret power of content marketing through networking in the niche with influencers.
“The thing about that post is that it won’t last forever. Sure, it’s evergreen content, but I’ve had more valuable posts since, and I’ll continue to produce content that draws more traffic. But what did last from that experience are the relationships I created through a few simple emails.” Sujan Patel
28. Avoid Requests When First Contacting an Influencer!
“Outreach emails are rarely written to guarantee a reply. Sure, they are long. They contain a plethora of information, a lot of which isn’t necessary but that’s another thing. Yet they don’t inspire the recipient to reply.” Pawel Grabowski
Sometimes it may seem as if you’re only sending an email and it’s not a big deal. On the contrary, in digital marketing every detail matters. The more you behave like a professional the more you’ll be taken seriously. Outreach isn’t an easy job for anybody, and clearly documenting is a crucial step -that may change your mind on what works and what doesn’t in your niche.
Prospects that can boost your image on the web (and, why not, in social media) are usually attacked by hundreds. The bad news is that you can’t just not be annoying, but you’ll have to stand out. Good luck!
Are there any special practices you’ve used that are worth sharing?