Email outreach is believed to be one of the most actionable tactics to power up your business online. It helps you reach out to influencers, potential customers, build links and do whatever you need to scale your business via emails.
At first glance, email outreach looks like a panacea. And it is. You can take care of all business arrangements with the help of email outreach.
Email outreach takes a lot of your time. You never know if you will get a positive reply. Or if you get any reply at all. Besides, your email blast might end up in a spam folder.
Plus, you might be afraid of being too intrusive so that people can start avoiding you.
Therefore, you might wonder – how to do email outreach professionally and get what you need in return?
In this guide, you will find the answers to all questions related to email outreach.
Let’s get to the meat!
The Essence of Email Outreach
Email outreach has different goals. It can serve as the “tool” that helps you build business relationships, connect with niche influencers, promote your content, acquire backlinks, explore guest post opportunities, and everything in between.
It depends on your goals of how you’re going to use email outreach. The only difference you may find in email outreach is the approach marketers take to perform it.
For example, if you run a cold email outreach campaign, you won’t need to bother yourself with any personalization. However, in contrast to “cold” outreach, the other types of outreach are based on email personalization.
Practice shows that the majority of marketers tend to use email outreach to promote content and build backlinks. And this very type of email outreach demands the most precise approach of personalization.
Your primary purpose is to convince people you’re reaching out to like your content and link back to your site.
How does this outreach differ from spam?
Just review the two examples of the email below.
It won’t be hard to guess which one of these email pitches is spam. Unfortunately, you are right – example 2 is a spam email.
Let’s analyze it a bit.
The first example has a straightforward subject line. You can clearly understand that the person who is reaching out to you wants to collaborate. Moreover, the pitch starts with the benefit for the recipient – he will get a link back to his website.
Secondly, there is a statistical argument why their post deserves to be referred to. Lastly, this person is open to building a long-term partnership.
You won’t send such kind of email to everyone except to those you are interested in the most.
While example 2 has no personalization at all. Just a generic pitch that has ended up in a spam folder.
Remember that email outreach is all about the first impression you can make on the recipients. Consequently, avoid being lazy and personalize email templates perfectly.
Now, let’s review two email outreach tactics.
Email Outreach Tactics to Be Armed With
Email outreach suggests two tactics that you can use – a “shotgun” outreach and a “sniper” one. What is the difference between them?
This tactic resembles a “cold” email outreach slightly. However, it doesn’t require you to personalize an email template. Plus, this tactic helps contact a comprehensive list of outreach targets.
It works if you send dozens of emails in a single campaign. However, the percentage of links replies that you can get is low. However, shotgun outreach is the best solution for those marketers who don’t have time to create personalized pitches.
This tactic demands lots of time from your end. You will have to choose outreach targets carefully. Figure out the best person to reach out to, find correct email addresses, personalized email templates, and be ready to build communication first (not asking for anything). Sniper outreach targets a small list of contacts.
What approach would be better for you to take into a workflow?
If you want to get more positive results, you should focus on sniper outreach only.
What’s more critical, shotgun outreach has the following drawbacks:
- You may end up in a spam folder
When you send hundreds of emails in a row, the recipients might mark your pitch as “spam.” Afterward, Google won’t trust your emails and send them to a spam folder by default. This is why you also need to avoid using spam trigger words to protect yourself further.
- Lack of prospects
Everything has an end. Outreach prospects are not an exception to the rule as well. So keep options open for further outreach activities.
- Absence of quality links
High-authoritative websites are aware of shotgun methods. Hence, they most probably will ignore your emails. And you won’t get links.
As you already guessed, you’ll get familiar with a “sniper” email outreach process.
Shall we continue?
How to Find Email Outreach Targets
Every email outreach campaign starts with searching prospects. There are a few basic ways to find outreach targets. Let’s review them one by one.
- Google search
If you’re running your first email outreach campaign ever, the first option to find prospects is the simplest one. Assume that you want to promote your newly published content and earn extra backlinks to power up its SEO positions.
Go to Google and type some of your target keywords and review the list of competitors’ posts.
You can observe top pages that drive tons of traffic and backlinks as well. It means you can reach out to these sources and present your new article. But the question is how to find the backlinks?
For this, you can use an SEO tool from Ahrefs called Site Explorer. Grab the competitor’s post and analyze it with the tool. The report you will need to review is “Referring domains.”
Skim through the domains and see how many backlinks the post has. These backlinks will redirect you to the sources you need to present your post.
- Play with Ahrefs a little bit
You noticed that the SEO service that has been mentioned before is Ahrefs. However, there are two more ways you can use it to find more prospects. Both ways suggest utilizing a few Ahrefs tools – Keywords Explorer and Site Explorer.
So, how to find prospects with these two SEO tools?
Keywords Explorer suggests the top 10 SERP results that rank for the specific keyword.
This report reflects the same as what you can see in Google. Besides the SERP results, you can see the number of referring domains, backlinks, and other valuable SEO metrics each competitors’ blog post has.
The next tool to draw your attention to is Content Explorer. Type your target keyword first. Then you can apply additional features like – published time, language, and a bunch of other SEO metrics.
Narrow down the results by applying the “one page per domain” feature, excluding homepages, and highlighting unlinked domains (those pages that haven’t linked back to your domain).
Finally, you’ll get a list of fresh outreach opportunities to work with.
Explore Correct Email Addresses of Your Prospects
You can’t make your emails get into the right email box without having the correct email addresses. Thus, it would be best if you found them at all costs.
Right before you find out the tips on how to find email addresses, you should do one crucial thing. Check out whether the person you want to get in touch with is still working at the company you are interested in.
You can do this easily with the help of LinkedIn. First, pay attention to the “Experience” section available in the person’s profile.
There were many cases when the blog post you want to get a backlink from was written many years ago, and the person associated with this domain doesn’t work for this company anymore. Hence, it makes no sense to send your pitch.
If you confirm your outreach targets’ current place of work, it is time to find their correct email addresses. You can use a few email finder tools for this purpose – hunter.io and find.thatemail. You need to point out the person’s full name and domain of the company they work at.
Once all the email addresses are found, you can move to craft an email template for your outreach campaign and run it.
Email Outreach Campaign Customization
The entire email outreach process consists of a few basic stages. These stages are:
- Creating email template
- Email blast
To run any email outreach campaign, you will need a specific tool. In this case, this tool is Respona.
First and foremost, create a new campaign by clicking the “+” in the “Campaigns” tab.
The next step is to name your campaign and set up a campaign schedule.
Now, upload your list with the opportunities.
Respona suggests a wide range of email templates to use. You can select one of them or create the template by yourself.
If you decide to craft your template, use variables to optimize it applying various features suggested. Plus, you can make it visually appealing by adding visual elements. For instance, make an infographic and include it in your email pitch.
The core components of personalization are an informal and straightforward subject line, the recipient’s first name, and the friendly manner of the pitch. Don’t ask about anything in return. Instead, hint that your piece of content might be a good source of additional information. And offer something valuable from your end.
When the template is ready to go, you can use it and create personalized pitches for every opportunity you have. Then, finally, launch the campaign.
This is it. Reap the benefits.
To Sum Up
Email outreach is a day-to-day strategy that marketers use for their business needs. Even though email outreach is a tedious and time-consuming process, yet it is quite actionable.
Don’t hesitate to use it in your practice. It works for one hundred percent (if you do it right).
You have just found out all the necessary information on email outreach. Now, go ahead and run your first outreach campaign.
If you think this guide lacks more pieces of advice, feel free to share your tips in the comments.