5 Reasons Why You Should Rewrite or Delete Your Email Outreach Templates

My Post - 2019-10-17T122255.089.pngI’m a big believer that honesty opens doors, particularly when it comes to building long-term relationships with people you are reaching out to.

It always takes countless hours to come up with a list of possible contacts.

So it won’t do you any good if you send overused emails to your outreach prospects.

Always keep in mind that you’ll never get a second chance to make a great first impression.

Today those outreach prospects are strangers, but tomorrow you might want to partner with them.

By then, it would be too late because they will already think that your company sends spam.

Your first outreach email is critical.

It should get your foot in the door and allow you to start building relationships with the people of interest.

In this post, you will learn why the majority of email templates aren’t worth being used or even taken into consideration.

Plus, I’ll share how to make your next email outreach template truly catch people’s attention.

Typical Mistakes in Email Outreach Templates

I receive tons of email outreach pitches.

Some of them make me cringe.

It’s obvious that all those templates were found on the web, slightly modified, and then sent to dozens of link prospects without any thought behind it.

Using mass emailing in email outreach is a bad idea.

However, this doesn’t mean that you don’t need a template.

You can take some time to develop a truly personalized template that you can slightly update later to fit the profile of the recipient you are sending it to.

But how do you know if the template you are currently using is not working and needs to be fixed urgently?

Here are five key things you should look for.

1. Non-Personalized Egobait

When you receive an email that tells how great, insightful, inspiring and so on and so forth your post on XYZ blog was, you know 100% that this email was sent out automatically.

Here’s an excellent example of what I’m talking about:

outreach email

As you can see, all the adjectives are quite generic and nothing points out that this person really had a chance to review my guide.

Those red flags make me not care about this person’s opinion because I know for a fact that this email was received not only by me but also by thousands of other bloggers.

So obviously email blasting this message to hundreds of people does not help them get links at all.

Additionally, it creates a negative attitude toward their brand in my mind as they clearly don’t care about what I do.

So how do you make your ego-bait personalized?

Easy-breezy!

You need to add one short sentence where you need to tell why exactly you enjoyed the post.

For instance, you could tell that you’ve faced similar problems with email outreach or that you are also a big fan of a particular tool or approach that the author was talking about in their post.

5 Reasons Why You Should Rewrite or Delete Your Email Outreach Templates

This screenshot shows an example of the sentence I used in one of my emails that did the trick.

You can see how my email outreach stands out in comparison with spam looking messages. Here, nobody can say that I sent the same exact email to other people.

2. Asking for Favors in Your First Email

Everybody wants the results right here right now but nobody is willing to spend time proving that they are trustworthy.

People ask for links simply because they consider their content good.

Recently Ryan Robinson tweeted just about that.

Why should you give links to unknown sites only because the content is allegedly decent?

Ryan Robinson Tweet

The problem is that the person you are asking for a favor does not owe you anything and simply does not know who you are.

Additionally, the argument about interesting content is a bit wishy-washy.

For example, let’s take a look at some guests’ posts on the Moz blog mostly of good quality.

This screenshot shows posts that were published in the last six months and filtered by the number of referring domains: – Read more

How to Write Excellent Subject Lines for Your Outreach Emails

My Post - 2019-09-16T123834.204.pngOne of the most effective ways to build links today is digital PR.

No other tactic gives you the opportunity to earn links from authority top-tier publications, at scale.

So long as you develop a process for coming up with great ideas and concepts for campaigns, it isn’t unusual to earn significant numbers of quality links from trusted publishers.

Often links which money couldn’t buy, however hard you tried, and it’s these links which drive real, measurable, organic growth.

Yet, I repeatedly see the same mistakes being made in outreach:

Terrible subject lines.

Subject Lines Are Killing Your Campaign’s Chance of Success

Think about it this way:

Email opens lead to reads of your outreach email. In turn, this leads to clicks to your campaign and, hopefully, coverage and links.

If your subject line doesn’t encourage the recipient to open your email, there’s a good chance you’ve lost the chance of a link from that publication.

Writing a great subject line is hard. It takes time and thought to get it right.

However, over the past few years, I’ve seen a few common mistakes made which result in bad subject lines.

Let me share with you, based on my experience of launching more than 100 campaigns each year for the past three years, how to write an excellent subject line for your outreach emails to help you improve your open rates and maximize the links earned through digital PR and content marketing.

What’s an Average Open Rate?

Hopefully, you’re already tracking the open rate of your outreach emails. But, if you’re not doing so, you need to be.

You can easily track this through platforms such as BuzzStream, Pitchbox, Outreach.io, and many more.

Open rate data is one of the most valuable pieces of insight which you can have on a campaign for the simple reason is that it gives you an accurate figure as to how many of the people you reached out to have actually seen your email.

This is so insightful as it means, quite simply, that you can change up your subject line and resend to these people.

They’ve not read your email or clicked through to your campaign, so you can have the confidence that you aren’t resending prospects the same thing twice. (This, assuming that your list has been put together properly and you’re not just blind targeting anyone without consideration as to whether your campaign is relevant.)

But, what’s an average open rate?

According to data from my own campaigns over the past six months, the average open rate on outreach emails is 41%.

That means that, even after extensive testing of what does and doesn’t work for subject lines, only 4 in 10 of the prospects reached out to actually open the email.

However, analyzing data from older campaigns which I’d now happily claim have terrible subject lines, the open rate was around 23%; only an average of 2 in every 10 prospects opening.

See why it’s so important to get your subject line right? – Read more

How Long Should an Email Subject Line Be?

My Post (46).pngYour email subject line matters. 47% of people open emails based on the subject line alone, according to research done by Business2Community.

Because of this, marketers ask us about email subject lines often. And one of the most common questions we hear is this: What’s the best length for a subject line?

What is the average length of a subject line?

We found that, on average, these experts’ email subject lines included 43.85 characters.

Email subject line length

For perspective, the below subject line from the daily email newsletter theSkimm is 43 characters in length.

How to write a stand-out subject line

71.1% of the 1,000 subject lines we analyzed were between 21 and 60 characters. To stand out from everyone else, we recommend you don’t keep your subject lines within those bounds. Instead, try the 2 methods below:

1. Keep your subject lines really short.

46% of emails are opened on mobile devices, according to research conducted by email testing service Litmus. – Read more

Setting Up Your Email Campaigns for 2019 Success

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Whether you’re aiming for an ambitious career goal or vowing to eat more vegetables, the new year means new opportunities to better ourselves — and the same holds true for your email campaigns.

Here are five resolutions to set your email campaigns up for success.

1. Clean up your lists
January is the perfect time to step up your list hygiene. Segmenting your unengaged contacts is key to improving deliverability.

Review your open rates and identify contacts who haven’t opened your last 20+ sends. The length of time they’ve been away will determine your next steps. Has it been 90 days or less? Run them through a reengagement campaign, making sure to scale back your normal email cadence. On the other hand, if they’ve gone two years with no opens, it’s time to unsubscribe them for good.

2. Review your automated marketing campaigns
Automated campaigns like abandoned cart emails, browse abandonment emails, and post-purchase series are easy to “set and forget.” However, even your best-performing campaigns have a shelf life — typically around 12 to 18 months.

The new year is a great opportunity to assess these campaigns and run through a checklist of the basics. Are your email templates mobile-optimized? Could the subject lines or cadence of your emails improve? Have you personalized your content wherever possible? Your campaigns may just need a refresh to start generating results.

3. Test new optimization strategies
Just like your own resolutions, small changes to your email messages often have the biggest impact. Plan to A/B test at least one form of optimization — this may include the subject line, send time, content, or personalization. Depending on the campaign’s goals, focus on one metric to track, such as: – read more

5 Ways Email Marketing Can Help Your SEO Efforts

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None of the channels in a digital marketing strategy should exist in a vacuum.

They’re all connected in some way, and using those connections to your advantage can help you maximize your results on each.

Unfortunately, many marketers’ approach to this is simply aiming for consistent branding and messaging on each channel. And while it is important to create cohesive campaigns, that’s only the beginning.

Still, the potential impact each channel can have on another isn’t always immediately obvious — like with email and SEO.

But that doesn’t mean the connection isn’t there.

Keep reading to learn five ways email marketing can impact SEO, and how you can use each of those impacts to improve your SEO campaign results. – Read more

Hey, email marketers — Take a load off and embrace automation

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As email marketers continue to find themselves busier than ever with increasing responsibilities and competing priorities, efficiency is becoming a lifeline for many of them.

More and more, automation is proving to be the email marketer’s knight in shining armor. It’s an efficient and systematic way of sending promotional and transactional emails without having to actually press a “send” button. That’s almost like setting up automatic payments for credit cards and your mountain of bills.

Sending automated emails ensures you’re not missing fleeting opportunities, provides more relevant and personalized content to your users and — most importantly — saves you heaps of time.

Email automation, thy name is efficiency
Email automation goes by many names: nurture, drip, triggered messages and so on. Whatever term you use to define marketing automation, one thing is clear: It’s about doing more with less and driving outcomes and long-term strategies to improve customer lifetime value (LTV).

In the case of email, we think of this as a series of emails that are launched based on a discrete or unique set of circumstances that could be initiated by a customer or a marketer to a specific segment that exhibits a set of similar characteristics, making them ideal for this type of automated campaign.

Currently, most email automation is achieved through artificial intelligence (AI) tools, yet surprisingly, a survey by GetResponse found that only 5 percent of email marketers considered themselves experts at it. From GetResponse: – Read More

Why Is Email The Most Effective Digital Marketing Technique?

email-1Did you know email marketing is 40x more effective than Facebook marketing, and you get 6x more engagement that with Twitter?

Working out where to focus your digital marketing can feel like searching for a needle in a haystack and yet since starting using email for marketing 10 years ago, I’ve sent over 1 million emails, using MailChimp, Active Campaign and now InfusionSoft, with great results. – Read

 

3 Email Tactics For Customer Retention

In hospitality, success depends heavily on repeat custom. Many marketers forget this and put their focus into gaining new ticket sales or bookings; however when 25-40% [1] of most business revenue comes from repeat custom, this channel cannot be ignored. Studies by Bain & Company state a 5% [2] increase in retention can lead to profit increases of 25-95%!

A sell-out event full of new customers is an amazing quick win, but what is your venue doing to ensure they visit again?

It’s likely that your hotel, restaurant, bar or events venue will have a basic database of information on past customers. This means you have the capability to reach people on a personal level; which can be used to increase loyalty and repeat custom through strategic email marketing.

coffeeemailcheck

At LeadDigital, it’s our opinion that email marketing is far from dead. In fact with the number of worldwide email users now topping 3.7 billion [3], plus the growth of email on mobile, it’s actually flourishing. How can email increase repeat business? Read our top 3 tips here below.

 

Ask About LeadDigital’s Email Marketing Services

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1. The Personalised Approach

How well do you know your customers? Say for example, a person attends an event at your venue. Sure you have their name and contact details from the event booking, but what else?

For one you can probably assume their sex, potentially their age, and it’s likely you’ll have some insight into their interests based on the type of event they attended.

When it comes to email marketing, savvy marketers take this information and use it to personalise every interaction. You may even have experienced this yourself if you’ve attended an event and later received a ‘thank you for visiting’ style of email, addressed to you directly.

Sending a masculine-styled email to ‘Tim’ referencing the rock gig he attended 6 months ago & inviting him personally to a similar event, is much more likely to result in repeat business than a generic promotional message.

Personalised email communication enables more than just contact with existing clients. It also grants the ability to strategically target what you send, when it’s sent, and to who; maximising the return on each email. More importantly, regular personalised emails help maintain relationships with a group of people you know have bought services from you already!

2. Let Software Do The Hard Work

Automate Everything! Okay maybe not everything, but modern email marketing software does give businesses the ability to automate emails sent to existing customers. By utilising these features correctly, Hotels, Restaurants, Bars and other event venues can develop drip marketing strategies that increase repeat business.

What do I mean by drip marketing? Imagine a scenario where ‘Lana’ books a birthday party at your bar.

  1. First, you send Lana a personalised email confirming her booking.
  2. Next you remind Lana of her booking a week in advance and wish her a happy birthday.
  3. Two days after the event Lana receives another email, thanking her for choosing your bar and asking for feedback on her party. You learn she had a great time and particularly enjoyed the cocktails available.
  4. A few months later Lana receives an email, inviting her to an exclusive cocktails masterclass at your bar.

In this example, as she knows your brand, remembers her great party and loves cocktails, Lana books the masterclass event – job done, another repeat booking!

All of the above emails can be automatically sent, having been designed and scheduled well in advance – making email marketing scalable as your business grows. Working with an email marketing expert the right strategy can also save hospitality business time & money, that otherwise could be wasted on less effective marketing initiatives.

3. Make Existing Customers Feel Special

Leading on from the personalised approach above, email gives you the ability to make customers feel special, like they’re getting exclusive ‘backstage’ access to your Events Venue, Restaurant, Bar or Hotel.

People are becoming increasingly selective on who they give their email addresses to. When a customer gives you permission to contact them, they’re also telling you they have an active interest in your business. By picking up on core booking information and interactions, you can develop relationships that result in repeat business.

Wedding venues for example, know it’s unlikely they’ll get a repeat wedding booking from a recent bride. However that bride will have spent months comparing your venue with alternatives before booking, so clearly LOVES your location.

Email marketing gives you the perfect opportunity to make her feel special and remembered. People who feel valued, are both likely to book on another occasion and recommend your business! For example, how about emailing the bride just before her wedding anniversary, inviting her to an exclusive dining experience to relive their special day?

Exclusivity is a big deal in hospitality email marketing. At LeadDigital one of our clients is the luxury London private yacht company, Woods’ Silver Fleet. Their brand is associated with hosting luxurious functions & celebrations on the Thames, and LeadDigital are responsible for their email marketing strategy. Our greatest email successes for Silver Fleet have come from targeted, personalised invites which make previous clients feel remembered and important.

Conclusion

Email marketing for repeat custom can generate impressive revenue returns for your hospitality brand. Making your past customers feel special and taking a personal approach to communication builds trust & loyalty, resulting in more ticket sales, bookings and event enquiries!

LeadDigital are officially recognised email marketing experts, with over 20 years email marketing experience, specialising in strategies that increase revenue and grow customer loyalty. Need to improve your email marketing profit, then speak to us – we can audit current processes, develop a bespoke strategy and help you get the most from email!

 

Need Help With Email Marketing?

Contact Us Today

 

References

[1] The Importance Of Repeat Customers. SumAll. 5 April 2013
[2] Customer Retention Is King. Forbes. 21 January 2015
[3] Email Statistics Report 2017-2021. The Radicati Group. February