How to Build an Email Funnel That Closes Sales Quickly

Don’t let the term “email funnel” scare you.

It’s much easier than you think. It’s true that if you’re new to building funnels, you might feel slow as molasses at first.

But once you get the hang of it, it’s pretty easy. Don’t believe me?

Just keep reading. By the end of this post, you’ll be fully capable of building effective email funnels that generate sales.TABLE OF CONTENTS

What is an email funnel?

Simply put, an email funnel is a path or route you build over email for potential customers to travel from their first interaction with your business to the last step on the journey where they convert.

That route could look something like this:

From social media > blog post > email newsletter > autoresponders > conversions.

But “conversions,” when it comes to email funnels, doesn’t always mean sales. You can create your email funnel to either convert subscribers into customers (sales), convert them into attendees for an event, or convert them for something else that’s not sales related.

Essentially, this means there are two major types of email funnels:

  1. Email sales funnels
  2. Email marketing funnels

When you’re building an email funnel to ultimately convert subscribers into sales, you’re essentially building an email sales funnel

But if you’re building it to convert your email contacts into event attendees or any other non-sales results, then — for the most part — you’re building an email marketing funnel.

However, since most business owners and marketers build funnels for sales, that’s what we’ll be focusing on in this guide.

Do email funnels actually work?

“Email funnels,” as a term, has become an everyday word for business owners, marketers, and salespeople. 

And when anything becomes part of common language this way, it is tempting to start to think that it’s just hype and not a genuinely valuable tool.

But that’s not the case with email funnels; they actually work.

GetResponse customers are a living-proof of this.

Take Alex Terrier, jazz musician and a music teacher offering online music courses who gets 19% email signup rate with his content.

Or Landcafe, an online store created out of the love of travel and coffee, offering artisanal coffee beans, who get 54% of their sales from their educational email campaign.

If that’s not enough, just do a quick Google search for “email sales funnel case study” and see how many businesses have gotten their entire success from sales funnels they built over email.

Now, let’s dive right in and create your own email funnel success story.

Author’s note: You can build your email funnel from scratch using GetResponse’s Conversion Funnel.

How to create an email sales funnel that actually sells

You automatically create an email sales funnel when you:

  1. Start a campaign or create a content piece to collect the emails of your potential customers.
  2. Build relationships with people on your list by emailing them helpful content consistently — without being annoying, of course.
  3. Send prospects a series of emails to sell them on an offer.
  4. Close sales, making it easy for customers to buy.

String these four things together and you have a working email sales funnel.

But let’s explore these four funnel elements more deeply so you can learn how to best use each of them to build high-converting funnels.

1. Collect the emails of actual potential customers

The emails you collect will determine the success of your email funnel.

It’s possible to collect 100,000 emails and get few to zero sales when you eventually try to sell them your product or service. Know why this can happen? There are several reasons, but a major one is that those 100k emails you got came from people who weren’t your potential customers. – Read more

10 Best Ecommerce Tools to Sell More with Email Marketing

Email drives more repeat online purchases than search, direct, and social channels. Using the right ecommerce tools is key to growing your business online. Here are 10 popular ecommerce tools that integrate with AWeber.

Did you know 80% of retail professionals say email marketing is their most significant customer retention driver? Plus, it costs 5 times as much to attract new customers than to keep existing ones. That’s where email marketing becomes a vital tool to growing your business.

But we’re willing to bet that email marketing isn’t the only tool you use to run your ecommerce business. And it shouldn’t be. With the right ecommerce tools in your arsenal, it’s easy to turn first-time visitors into lifelong customers.

Pairing email marketing with top ecommerce tools can help businesses of all sizes automate their marketing and focus on growing their business.  

Email is incredibly effective at driving ecommerce sales

Email plays a pivotal role in encouraging a customer’s repeat purchases  — email drives more repeat sales that search, direct, and social channels

Integrating your email marketing with the right ecommerce tool can help you: 

  • Grow your audience through personalized communications and landing pages.
  • Tag prospects based on interest or buying habits to send more relevant and personalize emails.
  • Automate targeted email campaigns to segmented lists.
  • Send cart abandonment emails to close more sales based when customers leave products in their online shopping cart.

But finding the perfect ecommerce solution is no easy task. There are hundreds of providers to choose from. So to make it a bit easier for you, we identified 10 of our favorite ecommerce integration solutions that seamlessly integrate with AWeber. – Read more

Best Email Autoresponders

What if you could send a handful of emails on autopilot (without lifting a finger) and generate more than $40,000 in revenue without annoying your audience?

That’s exactly what Yaro Starak does year after year. He created one automated workflow that segments his audience depending on their actions and level of interest. So, the right people get the right emails at the right time—all without annoying subscribers who don’t care.  

As a result, he generated more than $40,000 in revenue and built trust with his readers. 

Not only is this type of segmentation and automation possible, but it’s easier than ever with the right email marketing tools. 

However, with so many options to choose from, choosing the best email autoresponder isn’t always easy. The good news is… we’ve worked with every email platform you can imagine. From ConvertKit and Omnisend to Moosend and GetResponse, we’ve used them all. 

So to help make your decision easier, we narrowed it down to our top seven recommendations—and reviewed them. Keep reading to learn more about each one and how to make the right choice for your business. 

GetResponse

Best for Flexibility

Trusted by more than 100,000 businesses with award-winning 24/7 customer support. Drag and drop email creator, automated customer journeys, behavior-based triggers, landing pages, and more for users in various roles. Paid plans start at $15 per month.

The 7 Best Email Autoresponders to Consider:

  1. GetResponse – Most flexible email autoresponder
  2. Moosend – Best for scalable automations
  3. SendPulse – Best for multi-channel marketing
  4. Omnisend – Best email autoresponder for ecommerce
  5. Convertkit – Best for bloggers and podcasters
  6. Sendinblue – Best SMS and email autoresponder
  7. VerticalResponse – Best for nonprofits

When Does It Make Sense to Invest In an Email Autoresponder?

49% of consumers like getting promotional offers and communications via email from their favorite brands. Furthermore, you can expect approximately $42 in return for every $1 you spend on email marketing. 

So, most businesses (even if you’re brand new) should focus on developing an email strategy. And to do that, you need an email autoresponder. 

They help streamline and automate email sequences that you can plan, write, and schedule in advance to save you time and give you the ability to show up in your audience’s inboxes at the right time.

Plus, they help nurture your audience the longer they’re on your list. 

From welcome emails and sales sequences to milestone celebrations, upsells, and abandoned cart reminders, email autoresponders are an excellent idea for businesses of all shapes and sizes. 

The bottom line: If you want to start or grow an email list, make more sales as an ecommerce store or service provider, or nurture visitor relationships, you need an email autoresponder. Plus, most providers have a free plan you can get started with as well. So, there’s nothing to lose. 

#1 – GetResponse — The Most Flexible Email Autoresponder

GetResponse

Best for Flexibility

Trusted by more than 100,000 businesses with award-winning 24/7 customer support. Drag and drop email creator, automated customer journeys, behavior-based triggers, landing pages, and more for users in various roles. Paid plans start at $15 per month.

GetResponse is an all-in-one email marketing platform built to help you grow your audience, engage with customers, and make more money online. And more than 100,000+ businesses trust them to help them do just that. 

Furthermore, they’re GDPR compliant, and they offer award-winning 24/7 customer support in eight different languages. 

And the GetResponse platform is flexible enough to handle several different roles (i.e., entrepreneurs, marketers, managers, and enterprise companies) within any industry you can imagine. 

With your subscription, you get a wide variety of features, including landing pages, sales funnels, list management, signup forms, analytics, automations, and more. However, their autoresponder features are second to none, with features like: – Read more

Email Deliverability: Get into More Inboxes, More Often

My Post (25).pngThere are few things worse as a marketer than putting a ton of time and effort into your email campaigns only to see them perform poorly.

While the usual suspects of contentdesign, and campaign strategy make a difference, none of that matters unless your email actually makes it to your subscriber’s inbox.

Below, we lay out key steps to maximizing your reach, covering three key areas you should know about email deliverability:

  • What deliverability is and why it matters
  • Major factors that affect deliverability;
  • 7 best practices you can implement to improve your deliverability.

Email deliverability is more nuanced than you think.

Often, when we think about email deliverability, we consider the email delivery rate (e.g., 98% of emails delivered).

But email deliverability is the rate at which emails arrive in the inbox, not just those that are delivered. The difference is important. Your emails can have a great delivery rate—and still not make it to the inbox (or get read).

Consider a hypothetical: Your data shows that 2% of your emails are bouncing, but an additional 10% are making it to the Email Service Provider (ESP) server then being pushed into spam.

How do you know if emails are going to spam? There’s a simple way to check this. Segment your email analytics by domain. If 0% of your Gmail (or another ESP) domain email addresses are opening your emails, you’ve got a problem.

ESPs and IT teams are always on the lookout for spam to keep emails out of subscribers’ inboxes that they deem irrelevant or a potential security risk. If your email is flagged as spam on a regular basis, you may significantly lower your deliverability rating and damage your sender reputation.

One easy, effective way to reduce the likelihood of your emails getting tagged as spam is to encourage new subscribers to add your email to their address book. It won’t guarantee delivery, but it gives you added protection in the eyes of your ESP.

Additionally, you can call out those who, for example, use Gmail and ask them to drag you over to their Primary (not Promotions) tab. – Read more

Strengthen Your Brand In Unprecedented Times

My Post (1).pngCertain industries (such as fitness or streaming services) saw a peak in sales due to COVID-19 in Q2. With some locales slowly reopening, those sales have likely dipped. As an ecom marketer, it is my job to boost ROAS and revenue as much as possible no matter the demand. My team and I were recently challenged with the task of figuring out how to maximize sales and ROAS for a fitness equipment brand that was coming off of Q2 peak demand.

Curious how we tackled the challenge? Look no further!

Here are 5 steps we took to maximize ROAS and revenue.

1. Do Your Research

See where you can expand keywords. Start by running a search term analysis.

(If you want more info on running a search term analysis, Chloe Pascoe wrote a wonderfulblog on the subject: Search Terms Report: Why and What To Look For.)

Doing so will tell you what users searched to trigger your ads. From there, you can expand or remove keywords that would be beneficial for increasing traffic.

 Google Trends will tell you how often a search term is plugged into Google in comparison to the overall search volume. Below is a screenshot of performance for the search term, fitness equipment. This chart tells us that searches peaked during COVID and then slowly decreased. We saw these trends relevant in our sales and revenue which indicated the rise and fall was an overall dip in what people were searching for on Google.

google trends home workout equipment searches
Fitness equipment search trend due to COVID-19

2. Increase Non-Brand and Brand Keywords

Based on your research, are there non-brand or brand keywords with which you can expand your brand’s reach? Both Google Trends and search term reports will tell you what users are looking for. The data doesn’t lie! Be sure to add negative keywords as well to minimize irrelevant traffic. It is also helpful to perform an audit to ensure there are no gaps between the products your brand sells and your ads representing all of that inventory.

3. Offer Free Resources

This varies from business to business, but if you are able to offer resources such as a free workout video or a free trial, it gives customers a glimpse into your brand. Be sure to note what they’ll gain from taking advantage of said download. Will investing in your program help them shed a few pounds or gain muscle mass? Tell them! Put yourself in your customer’s shoes, give them what they wantand help them understand why your product will provide that for them.

4. Add Audiences In Observation Mode

I’m a huge advocate for custom affinity audiences. Set audiences in observation mode, at first, as this ensures reach will not be limited. Once you have data from observation mode, you can cater your ads to the audiences performing the best. This helps ensure that you’re driving high-quality traffic to your site. – Read more

A Large Email List Alone Doesn’t Generate Revenue, But Leveraging Affiliate Relationships Does

My Post (6).pngLearn how this product owner was able to co-market her products — and the products of other like-minded entrepreneurs — through an AWeber integration.

GetOrganizedNow.com helps people live healthier, happier, and more productive lives by providing tips to help them get organized.

The site’s founder Maria Gracia has successfully grown her email list by offering visitors free, valuable content in the form of e-books, checklists, challenges, articles, videos, and print-ables. She also strives to offer relevant products through affiliate links in her emails.

However, Gracia learned that a large list by itself doesn’t generate revenue. And consistently offering fresh, relevant products to earn income takes a lot of time, energy, and financial resources. That’s why Gracia co-markets her products — and the products of other like-minded entrepreneurs — through AWeber’s integration with ClickBank.

ClickBank is an affiliate marketplace that allows entrepreneurs to earn income on commissions of other people’s products that they promote and sell. It is a win-win both for the product owner and the affiliate promoting the product. Not only do both parties earn revenue, the affiliate saves time finding products they know their audience will love.

It all starts with an awesome lead magnet to grow your list.

Gracia creates new content every few months by regularly following current trends and observing what other small businesses offer as lead magnets. She currently offers two free resources to help people survive and thrive while social distancing.

Her audience has been grateful for the free content, and GetOrganizedNow.com has experienced a nice bump in its subscriber growth.

“Instead of just offering our free newsletter, we have found that offering different resources, like the COVID-19 guides, are not only very timely and needed right now, but they are working really well to help grow our list,” says Gracia.

Place signup forms everywhere you can.

Gracia mentions the free resources on her website and social media channel.

Sign up form to access two free resources

There is not a single page on GetOrganizedNow.com where you will not find a link to a sign up form. The AWeber sign up forms detail the content subscribers will receive and includes an attractive image to catch their eye. Gracia only asks visitors for their email addresses to keep the process as streamlined as possible for people to be added to her list.

Gracia encourages subscribers to share her free resources and tips with family and friends, and collects additional email addresses through a sign up form link in her newsletter. – Read more

How To Write Outreach Emails People Won’t Hate You For

My Post (8).pngWant more shares for your content? More backlinks? A guest post gig? You may need some help to get there. Having great content or a great site is one thing, but unless you can get yourself in front of the right people, you may never be widely known.

There are plenty of ways to gain visibility. We’ve written about them in several posts. You can format and optimize your content for more shares. You can advertise. You can improve your pages’ SEO.

Or you can send “outreach emails”. This ends up actually being one of the most effective tactics if you really want exposure.

Bloggers like Brian Dean of Backlinko send nearly 100 outreach emails for every post they publish. Dean learned this from Derek Halpern, who urges bloggers to put five times as much effort into promoting their content as they did creating it. The vast majority of us don’t.

If you really want to get ahead of the pack – to be the marketer that gets the exceptional results, who has a huge audience, and who becomes recognized as a pre-eminent expert in their field – it’s time to master outreach emails.

I bet you know what outreach emails are, but just so we’re all on the same page, they’re emails sent to introduce yourself to influential people. They’re usually done to

  • Tell someone about a new piece of content you think they’d like
  • Build links
  • Pitch a guest blog post

Outreach emails can also be used to get clients and build partnerships, but for this article, we’ll focus more on the items with the bullet points. You can still apply most of what will be said here to partnerships and clients.

Outreach emails are “cold”

Outreach emails don’t necessarily have to be “cold” (i.e., you don’t know the person you’re sending the email to), but they usually are. This isn’t really a good thing – ideally, your outreach emails should be going to people you know fairly well, even if you’ve never met them. And over time, as you build up relationships in your niche, hopefully everyone you mail will know you and respect your work.

So how well do these outreach emails work? Depends on who you are, of course, and how well you execute them. Neil Patel says it’s reasonable to expect responses from about 5-10% of the people you contact. I got about 20% of my contacts to respond when I was promoting a Facebook contest not too long ago. Some people have gotten response rates up to 80%.

This simple outreach email template got a 66% response rate for the Buffer team:

If an average 10% response rate doesn’t sound so good, consider this: Outreach emails, when they work, do more than get you what you asked for in the email. They build your network, for starters. And the help you get from these influencers is often better than advertising. Outreach emails are also free, so if you’re strapped for cash, they may be your best shot at generating buzz.

So here’s how to get started with outreach emails – and what to do before you ever start writing.

1) Have something worth saying or offering in the email

Your outreach email has one job: To convince the recipient you’re offering them something valuable. So don’t send outreach emails for a blog post you spent 30 minutes on, okay?

If you’re going to ask for the attention of these people, get your ducks in a row. If that means you have to go back and put in another 10 hours on that blog post, do it.

Remember how I mentioned Brian Dean sends 100 outreach emails for every post he writes? Well, those posts he’s promoting take 20 hours to create. When he’s sending his emails out, he’s notifying people about a world-class blog post.

Want to increase your chances even more? Try promoting a roundup post, or a “Top 50 People in X” as your first outreach email to a contact. That way you’ll be helping them promote themselves.

This is one of the best outreach emails I’ve gotten in months. I replied to it and asked for the research – which I got.

2) Pick your targets contacts carefully

Don’t send outreach emails to people who don’t have a proven interest in what you’re contacting them about. Otherwise, you’re just wasting their time and yours.

3) Know the work of the people you’re emailing

This next one takes a bit of time. You may want to set up a little spreadsheet to manage the information.

You’ve got to know your prospects well. I recommend stepping back from whatever deadline you’re on, and taking an entire day (or more) to create a master list of about 200 people you’d really like to partner with. If you’re an established marketer, you could include the biggest players in your industry. If you’re not, go after people with smaller audiences but whose content you like and who appear to be rising stars.

This list of 200 people isn’t just for promoting your content. Or for link building. It’s for stuff you might not be able to even imagine yet. But compile that list of 200. Then:

  • Make a Twitter list of their accounts, so you can easily find and retweet their content.
  • Add them to a Feedly collection so you can search their back posts, and stay up with their content.
  • Sign up for their email newsletters. Then create a folder specifically for those updates.
  • Follow them on all the major social platforms. If you can get them to accept a LinkedIn invite, all the better. Don’t abuse it.
  • Leave comments on their blog posts. If you can’t do 200 comments, try to leave at least 50. Comments are one of the best ways to get noticed and to get your outreach emails replied to. They were one of the tactics that helped Eugene Mota get an 80% response rate for his outreach emails and promotion work.
  • Review their book/s (if they’ve got a book). This can be even more effective than leaving comments on their blog.

All that is just the beginning of getting to know them. But even after all that, before you send an outreach email to them, add this step: Read at least five of their posts (and 10 or 15 is better). If they don’t have a blog, try spending at least 20 minutes on their site or their company site. Check what they’ve been posting in their social media feeds, too. – Read more

Want to Grow Your Email List? See How This Photographer Grew His List by 300 percent

My Post (5).pngLearn the 5 essential steps he took to grow his email list and pivot his business to an online format.

James Maher is a New York Photographer, a huge Knicks fan, and a lifelong New Yorker who got his driver’s license at 30 years old — as any true Manhattanite should. Maher never took the conventional route. His love of photography started with using Photoshop to make fake driver license IDs at the University of Madison with his college roommates.

Over time, he grew his business to offer an eclectic mix of products and services — including photography print sales, a portrait business, conducting workshops, creating online content, and authoring three books. Despite having a diverse business, COVID-19 still shut down his business along with the rest of New York.

He knew he had to transition some of his business online, so he took some time to look at short-term revenue options that could set him up for long-term growth. He began brainstorming how he could re-create traditional in-person experiences into new online opportunities.

In order to do so, he followed 5 essential steps to grow his email list and pivot his business to an online format.

The 5 essential steps to growing your list

Step 1: Search Engine Optimization (SEO)

SEO is a process of optimizing your website to get organic (or unpaid) traffic. Maher drives traffic by regularly providing unique, engaging, and free content on his site for people interested in learning about photography.

For example, he gives away a free New York travel photography guide on his website. This free guide is an essential part of Maher’s SEO and content marketing strategy.

New York Photographer's Travel Guide

“Email and SEO together are the two backbones of my business. It is a vital way to reach my fans. I don’t think I could have as diverse of a business without it,” said Maher.

He also guest blogs on other photography websites that link back to a sign up form on his website to help drive traffic.

Step 2: Unique sign up forms

Each piece of content on Maher’s website is downloadable when a user enters their email address. Maher uses different signup forms for the various pages of his website that hosts unique content. The sign up forms connect directly to a list in Maher’s AWeber account.

The New York Photographer's Travel Guide sign up form.

Step 3: Automated email series

Depending on the content users download, Maher sends more in-depth information in an automated email series, which allows him to share information and tips, build relationships with new subscribers, and promote paid products.

Automated email on an Introduction to Street Photography

Although each audience member will receive multiple emails in the sequence, Maher reminds them at the top of each email of the content they may have missed or that will be coming in a future email.

Each email includes thought-provoking images and step-by-step instructions for other photographers.

Email showing how to steps and thought-provoking images

“My email list was always vital and incredibly important to my business, but it’s even more important now because I have started to transition to more online content,” says Maher.

Step 4: Let analytics be your content compass

AWeber’s analytics help guide Maher determine the type of content he sends and when. “It gives me a lot of information about how my information is perceived, and if the content is engaging,” says Maher.

Maher reviews regularly both the open and the click-through rate on the content that he sends. Sending engaging content has allowed him to attract new audiences to his email list. – Read more

3 Powerful Ways to Build an Email List Without a Website

My Post (15).pngHow to build an email list without a website
  1. Kickstart your list with a killer landing page
  2. Attract subscribers with a giveaway
  3. Leverage other peoples’ audiences as a podcast guest

Tell me if this sounds familiar.

You have the perfect idea for a new product or service.

Scrambling for a notepad, you jot down some thoughts. The pain points you’re solving. A profile of your ideal customer. A few ideas for names.

Maybe you even buy a custom domain, because this idea is the one. The idea that’ll let you turn your creative skills into a sustainable money-making gig.

And then… Nothing happens.

Haste gives way to overwhelm, as you realize how much work you have ahead of you. Building a website, growing an email list, finding visitors… It’s easy to start feeling like your to-do list is so long, you’ll never reach the end.

But here’s the truth:

You don’t need a tremendous amount of traffic to start on your big dream.

You don’t even need a website.

These days, it’s easy to overcome procrastination and build a thriving email list with just a free landing page, an email service provider (like us!), and a few simple list-building strategies:

  1. Start small and kickstart your list before launching (or even building a website)
  2. Leverage other peoples’ audiences to turbocharge your list growth
  3. Attract visitors and entice them to subscribe with an irresistible offer

So stop letting procrastination get the best of you. Here are three simple strategies you can use today, with step by step instructions to help you build an email list without a website.

Strategy #1: Kickstart your list with a killer landing page (even before you launch)

When I launched my first online business selling curated gift boxes from local makers, I spent HOURS making the design pixel-perfect.

The problem?

All that time building the site was time I could have been growing my list. And, you know, making sales.

Sure, you’ll eventually need a website to help spread the word about your business and scale your audience. But right now, you can start gathering emails and collecting feedback from potential buyers with just a simple “coming soon” page, like this beautiful landing page from Bonnie of B is for Bonnie Studio:

Coming Soon example from B is for Bonnie Studio
An example of a coming soon landing page. Image via B is for Bonnie Studio

Launching your business with a simple landing page is a great way to kickstart your audience growth. A well-crafted coming soon page helps build anticipation and excitement, encouraging visitors to sign up for your mailing list so you can keep them up-to-date. Once they subscribe, you can email them to collect valuable feedback, helping validate your idea, and allowing subscribers to shape the final product.

Creating a coming soon page also helps you overcome procrastination and launch sooner. You can start growing your list and communicating with your audience without learning to code, wrangling clunky content management systems, or spending hours on copywriting. Less work means you can launch sooner.

In fact, coming soon pages work so well, they’re even used by large companies. Back in 2013, shaving brand Harry’s used a coming soon page to power their pre-launch referral campaign. Within one week before their ecommerce site went live, they gathered emails from nearly 100,000 people eager to learn more about their brand: – Read more

7 Cold Email Templates to Boost Your Outreach

My Post (3)There are many reasons why you might need to send a cold email as a marketer. The fact that it is so commonly used in B2B communications means that it is something that most of us simply cannot avoid doing at some stage in our careers — or while building our businesses.

That said, cold emailing often makes even the most hardened marketer or salesperson feel a little uncomfortable; there is something a little unnerving about reaching out to a total stranger who you have never communicated with in the past.

But it doesn’t have to be that way. Cold emailing is still an effective sales and marketing tactic when done right.

The problem is just that many don’t get it right. 

Cold email is an art. And you need to know how to get the most from the tactic for it to be effective, as well as to prevent uninterested recipients marking your mail as spam.

And let’s be clear on one point — cold emailing isn’t spam. Not when done properly.

Just because you have never communicated with someone in the past doesn’t mean that you can’t add value to them and that you don’t have something of value to offer them.

Yet all too often, cold communication is considered spam simply due to the number who don’t do it right.

In this guide, you will learn how to do cold emailing the right way, whether that is as a marketer or a salesperson, and walk away with a series of different templates that you can utilize for your own cold communication. Here is what this cold email guide will cover:

  • What Is Cold Emailing?
  • The Golden Rules of Crafting the Perfect Cold Email
  • Cold Email Templates that Convert
  • 1. Guest Post Outreach
  • 2. Pitching to The Press Outreach
  • 3. Resource Link Building Outreach
  • 4. Outreach Follow Up
  • 5. Influencer Collaboration
  • 6. Value-Add Sales Pitch
  • 7. Do Me a Favor Email
  • What Is Legal When Sending Cold Emails?

What Is Cold Emailing?

You are probably familiar with cold calling. You know, where a telemarketer or salesperson calls you up and tries to sell you something, get you to complete a survey, or something similar.

Once a lot more common than it is now, but there is a good chance you remember it well.

You can probably count on one hand the number of times when you actually took action from such a call. And those where you did were most likely calls that addressed a current need of yours or added some sort of value and gave you a reason to listen to what they had to say.

Remember this — it is all about adding value.

We will come back to this later.

Quite simply, cold emailing is when you reach out (by email) to someone who you have never had previous communication with. It is like cold calling but by email.

There are a number of reasons people send cold emails; here are some of the most common reasons:

  • Link building outreach (including guest posting, resource link building, and digital PR)
  • Sales prospecting
  • Influencer marketing
  • Seeking mentoring
  • Asking a favor from someone (appearing on your podcast, sharing tips for your round-up, etc.)

The most important thing to grasp when running a cold email campaign is how to do it, rather than why.

By understanding what drives success, what just frustrates recipients, and what pretty much guarantees that your email will be deleted without being read, you can tailor your emails accordingly.

The 7 Golden Rules of Crafting the Perfect Cold Email

While it would be wrong to say that there is only one right way to put together a cold email, there are definitely things that you need to make sure you consider.

Cold emailing isn’t an exact science, and that is the beauty of the tactic — there are best-practices you should adhere to and things that you need to make sure you avoid.

Choose Your Prospects Carefully

You should not be using a ‘spray and pray’ approach to any form of marketing, let alone cold emailing. Spray and pray is where your ‘strategy’ is to send as many emails as possible and hope that a small number stick and are responded to.

  • This is spam; it is not a marketing tactic, but a surefire way to damage your reputation.
  • It is also why cold emailing gets a bad name.

It is important to take the time to carefully build up a relevant list of prospects whose inclusion you can justify.

For every contact that you add to a prospecting list, you need to know why they should be there and how they would benefit from the content of your email.

This also gets you thinking about the tactic from their perspective, not yours.

How will they benefit from your email? Don’t focus on you.

Prioritize Getting Your Subject Line Right

If your subject line is weak, you can be sure your email will go straight to trash.

In fact, it is safe to say that your email’s subject line is the most important part of any cold email. If your subject line isn’t engaging, your email isn’t going to be opened and read.

And if your email isn’t being read, the recipient isn’t going to be taking any action.

Be sure to prioritize getting your subject line right. Avoid subject lines that sound spammy or look like a blatant sales attempt and focus on adding value.

Personalize Your Emails

No one wants to feel like they are receiving the same email as hundreds of others, especially when you are offering something deemed to be “exclusive.”

You need to make sure that you are personalizing your emails, at least to some degree.

There are a number of ways that you can do this, including segmenting your prospect list into tightly targeted groups who share the same problem or have a commonality between them.

At the very least, be sure to personalize by name and their business or publication, as well as showcasing why you believe they could benefit from what you have to offer.

Introduce Yourself Properly

The whole concept of cold emailing means that your recipients don’t know who you are. They have had no prior communication with you, so it is important that you properly introduce yourself.

  • Why should someone listen to what you have to say?
  • What is your experience, and how does that relate to their current pain points or frustrations?
  • Why should they trust you?

At this stage, you are a total stranger, so you need to break the ice and build trust quickly. But this is harder to do than it sounds. Building trust, at least partially, by email, isn’t easy.

One of the most effective ways that you can do this is by including social proof and giving the recipient something they can connect with, whether that’s namedropping a common connection, showcasing recent social engagements, or even press mentions.

The more you can do to build trust early on in your email, the better your success rate will be.

Identify and Demonstrate a Pain Point

Unless you can create a hook that encourages the recipient to read your email right through, you will lose them. – Read more