7 Mistakes Not to Make in a Cold BtoB Email Strategy

1. Neglecting the technical aspects of email

Before you think about writing your first “cold emails”, intended for potential customers who don’t know your company and have never been in contact with it, think about the technical issues of the campaign. war power? The company’s ability to ensure that email messages do not end up in spam. To do this, mailing must be scaled up gradually: a few dozen emails at first, then hundreds, before eventually reaching a thousand emails a day. ” Another essential point that should not be overlooked in order not to fall into SPAM is the configuration of the domain name and DNS » Julian Plattard confirms. Without a good configuration of your mail server, there is no chance of success with your campaigns…

2. Keep in mind that GDPR does not apply in BtoB

Admittedly, in BtoB, the rules governing the conduct of communication are more flexible than those with individuals, but the GDPR principles still have to be observed, particularly by ensuring the consent of contacts. ” In terms of GDPR, it’s best to be careful, even if it means losing some possibilities” Marketing manager thought. Hence, wisdom – and common sense – requires the use of GDPR-compliant tools and channels to obtain email addresses, which ensure that individuals’ consent is respected. This is the case, for example, for (serious) suppliers of eligible databases, as well as for addresses collected via LinkedIn, whose general terms warn users of the fact that their emails can be used for research purposes, through the Sales Navigator tool, especially .

3. Adopt an exclusive business approach

The point of the first contact should not be to sell something outright, but to start a conversation. ” A successful cold email campaign is one in which I am not a salesperson who wants to make numbers, but for a human being who provides value and advice » , summarizes Julian Platard. But concretely, how do we do that? ” In the first email, never talking about what I want to sell, I start a discussion about the prospect’s feedback. And in the end, I always provide added value, content that might interest him, such as a blog post” he explains.

4. Forget about optimizing your email subject line

Even with the best content, it’s hard to stand out in a crowded inbox… In 2019, 57% of professionals received more than 10 advertising emails per day, according to the Email Marketing Attitude Study. He went, ” If the object works poorly, we see directly that it is an advertisement, and the email is not read » , Julian Plattard testifies. So special effort should be devoted to these few words that serve to attract attention. With dynamic fields, this object can be easily customized, by merging the name of the company or the name of the person. On the other hand, there is no point in trying “clickbait” elements, which are necessarily disappointing: ” The subject should give the contact an idea of ​​what they will find in the email.” concludes the expert.

5. Not Exploiting All Customization Possibilities

Who says cold email campaign says bulk messaging: If it’s about sending only a few emails, you can do it manually. This folder makes excessive customization of messages impossible, but simple customization of the contact name and company can still be bypassed. ” Customization begins as soon as the database is created, with filters by sector, level of responsibility or company type. You can then customize an entire paragraph using dynamic fields, to adapt it to different scenarios. Allocation has almost no limits, regardless of the time given to it. Julian Plattard explains.

6. Ignore the end of your email

The last point you shouldn’t miss when writing your email: the conclusion. For example, Julien Platard always adds PS at the end of a text. The eye of recipients simply browsing through the email tends to stop there, just as it does in the signature… The choice of the final “call to action” is also of particular importance: the following action should require as little work as possible on the prospect. If the goal is to get an appointment over the phone, it’s better to provide two boxes directly than to give too much to think about… By the way, the email footer should also include a clear and visible option to unsubscribe. And even without unsubscribing, there is no need to continue: if the contact has not given a sign of life after three or four emails, it is better to end the prospecting sequence.

7. Measure only your email open rates

In addition to email open rate (not always reliable), several KPIs can be analyzed to gradually improve email sequencing. Clearly, response rates and assignment are essential. Click rate is also a good indicator of performance if the email includes content for consultation (brochure, blog article, etc.). ” But sometimes the reason contacts aren’t responding to email isn’t because they don’t show interest: you can also take a closer look at the number of visits to your LinkedIn page or website. Within hours of sending the campaign » identifies Julien Platard.

Madness, Salesforce Media Partner

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