Email outreach is an integral part of a selling process. You want to let people know about your product or service, its features, discounts, news, etc., right? One of the ways to do it is to send them an email. Sending the same email to everyone, though, is not the way to do it
During the past couple of years, there have been lots of people saying that email outreach doesn’t work for sales anymore – it’s dead. However, it is still more than alive and keeps showing good results if done right. Segmentation and personalization are what this “right” means most of the times.
To personalize your outreach templates, you need to study and analyze your audience and then segment it. You have a big list of emails, right? The very least you can do is to divide it into active and inactive users/clients/readers, etc. The first group knows your product, service or content, and the second one knows little or nothing at all. Sending them emails taking into account this information, you can increase your conversion. Segmenting and personalizing your outreach templates can help every group of your clients to see the exact information that they want to see.
Where To Get The Data From?
- Registration/Subscription Form: If a registration form on your site has several different fields for a user to fill, they can all help for outreach personalization. This can include location, age, sex, etc. Don’t overdo it, though. People often leave the registration page if there are too many fields to fill.
- CRM Software: Can show you users’ behaviour on the site, their last actions, etc. You can get to know more about the popular CRM Softwares on SoftwareSuggest.
- Analytics Websites: show the activities of users, whether they open emails, the best time to send newsletters, geographical information, etc.
So, after you segment your current and potential customers, you can start personalizing your templates. (Here are some most used templates examples) Here is how you should do it:
The subject line is the very first thing that should be personalized, as 69% of people report emails as spam based only on a subject line. (Checkout tips on how to write an effective subject line)You should work hard on it so that it doesn’t end up in this undesired folder. Personalizing it can make people curious and lead to opening your mail. Here is some data:
This is one of the most effective ways of email personalization. If you study what pages a person goes through, how much time they spend on the site, how many categories they checked and what they type in the search area, you can form a personalized commercial offer.
For example: Imagine your client was looking for a bike for a while and maybe even bought it, but before closing your website, he checked out the accessories page. If after that he gets a newsletter listing helmets, locks for bikes and other cool accessories, he will probably come back and buy something.
Always Use Name
You should always address a person by the name if you know it. The statistics say that emails with a recipient’s name in it do much better than those without one. You can use SalesHandy’s mail merge to send mass emails by addressing recipients with their first name and other personal details.
Who Are You?
You should always explain who you are, and stating your name isn’t enough. People would hardly respond to something like: “Hi, I’m Jim. Let me sell you this great product!” Always tell people your name and something important about yourself (your position, the company you work for, the name of your website, etc.). Here are some examples in case you suffer from writer’s block:
My name is John, and I represent the Night’s Watch.
My name is Varys, and I blog for www.eunuchs.com.
People like to know that they are dealing with a real person instead of some machine-generated text.
Say What You Offer
The next part is usually telling the reason you email this person or company. Personalization of the outreach is crucial here. Let’s say; you sell 3D printers. One group of people may know all about them and the other one know very little. You cannot send the same email to both the groups; you need to personalize the templates. For example, when you send emails to the company that deals with 3D printers. You can write something like:
Knowing about your experience with 3D printers, we would like to offer you our new model that can optimize your working process.
And, let’s say, you offer you printers to a company that doesn’t use them:
You’ve probably heard about 3D printers, right? Let me tell you how they work and how they can be useful for your business.
People will be pleased knowing that you know who you write and have some ideas about their working process.
Personalization has become a powerful tool for marketers and sales managers. Make sure you use it only when you have detailed and accurate data on your audience, as a personalization full of mistakes and inaccuracies is often worse than none.
It is also worth mentioning that every business is unique, and you cannot find a universal formula and best phrases for a successful email outreach. What works perfectly for one business, can be a complete disaster for another.
Concluding the whole thing, it is worth mentioning that real human touch is always precious, even at the time of high technologies. People still enjoy to feel unique and to see that you made an effort to take an interest in their lives before asking them to do something. Use it for your work!