What is Cold Outbound Email Marketing?

A cold outbound email marketing campaign refers to a strategy in which a business or marketer sends emails to individuals or companies who have had no prior contact or relationship with the sender.

The purpose of a cold outbound email marketing campaign is typically to generate leads, build brand awareness, or promote products or services. The sender aims to initiate a conversation or establish a connection with potential customers who may have shown some level of interest in the sender’s industry or target market.

Cold outbound email campaigns often involve sending a large volume of emails to a targeted list of recipients. The emails are usually personalized to some extent to increase the chances of engagement, but they are still unsolicited in nature. The success of such campaigns depends on various factors, including the quality of the email content, the relevance of the offering to the recipients, and the effectiveness of the targeting strategy.

Timelines

Cold outbound email marketing campaigns take about a month to go live.

• You will be assigned an account manager and invited to a slack channel to begin communication
• Typically there is 1 week of technical setup
• 3-4 weeks of warming email accounts

What is the process of setting up an email marketing campaign?

Process of Setting Up a Cold Email Campaign:

• Buy Domains and Create Email Accounts:
  • – Purchase alternative domains specifically for cold emailing to protect the reputation of your main domain.
  • – Create 2-3 email accounts for each domain.
  • – Limit the number of emails sent from each account to 30-50 per day to avoid being marked as spam.
• DNS Settings:
  • – Configure DNS settings for your domains to ensure proper email delivery.
• Set up SPF:
  • – Implement Sender Policy Framework (SPF) to specify authorized email servers for sending emails on your domain’s behalf.
  • – Helps prevent email spoofing and improves email deliverability.
• Set up DKIM:
  • – Enable Domain Keys Identified Mail (DKIM) to add a signature to your emails, verifying their authenticity.
  • – Email servers of recipients check for a valid DKIM signature, increasing the chances of inbox placement.
• Set up DMARC:
  • – Implement Domain-based Message Authentication, Reporting & Conformance (DMARC).
  • – DMARC record signals that your emails are protected by SPF and DKIM, increasing inbox placement rates.
• Set up Domain Forwarding:
  • – Ensure that all sending domains are forwarded to your main domain
  • – Redirect recipients who manually check the source of your email to your main business domain, establishing legitimacy.
• Set up Custom Tracking Domain:
  • – Configure a personal domain or sub-domain to track email opens and clicks.
  • – Protects your email deliverability by using a dedicated tracking domain instead of a public one.
• Connect to Cold Email Platform:
  • – Integrate your email accounts with a cold email platform.
  • – Enables centralized management and streamlined communication through a unified inbox.
• Start Email Account Warming:
  • – Initiate the warming process for each email account.
  • – Gradually increase the number of emails sent per day to prevent spamming.
  • – Follow a ramp-up process over 20 days, starting with one warm-up email and progressing to 20 emails per day.
• Write Email Copy:
  • – Craft engaging email content, including subject lines, headlines, body text, and calls to action (CTAs).
  • – Tailor the copy to grab attention, communicate value, and motivate recipients to take action.
  • – Develop a sequence of 3-4 follow-up emails to automate the follow-up process until a reply is received.
• Launch Campaign:
  • – Monitor the performance of the campaigns, track key metrics, and analyze results.
  • – Optimize underperforming aspects of the campaign to improve outcomes and maximize effectiveness.

FAQs

1. Is cold outbound email marketing legal?

Cold outbound email marketing is legal in most countries, but it is subject to specific laws and regulations. For example, in the United States, the CAN-SPAM Act sets guidelines for commercial email messages, including requirements for opt-out options and accurate header information. In the European Union, the General Data Protection Regulation (GDPR) governs the processing of personal data, including email marketing. It is essential to familiarize yourself with the applicable regulations and ensure compliance to avoid legal issues.

2. How can I improve the deliverability of my cold emails?

Improving the deliverability of cold emails involves several best practices:

• Use a reputable email service provider (ESP) or cold email platform.
• Warm up your email accounts by gradually increasing the volume of emails sent per day.
• Implement proper email authentication protocols such as SPF, DKIM, and DMARC.
• Personalize your emails and avoid using spam trigger words.
• Maintain a clean email list by regularly removing invalid or inactive email addresses.
• Monitor and analyze your email metrics to identify and address deliverability issues promptly.

3. How can I increase the response rate of my cold emails?

To increase the response rate of your cold emails:

• Craft compelling subject lines that pique the recipient’s curiosity.
• Personalize your emails to make them relevant and tailored to the recipient.
• Clearly communicate the value proposition and benefits of your offer.
• Keep the email concise, focused, and easy to read.
• Include a clear call-to-action (CTA) that prompts the recipient to take the desired action.
• Follow up strategically with a well-designed sequence of emails to maintain engagement.

4. How do I build an effective cold email list?

Building an effective cold email list involves:

• Identifying your target audience and ideal customer profile.
• Conducting research to find individuals or companies that fit your target criteria.
• Utilizing various sources such as professional networks, industry directories, and social media platforms to gather email addresses.
• Ensuring compliance with data protection regulations and obtaining consent where required.
• Regularly updating and maintaining the list to remove invalid or unresponsive email addresses.
• Segmenting your list based on specific criteria to personalize your outreach efforts.

5. How can I avoid being marked as spam with my cold emails?

To avoid being marked as spam:

• Use a reputable email service provider or cold email platform.
• Follow best practices for email authentication, such as SPF, DKIM, and DMARC.
• Avoid using spam trigger words and phrases in your subject lines and email content.
• Personalize your emails to demonstrate relevance to the recipient.
• Respect opt-out requests and promptly remove unsubscribed email addresses.
• Monitor your email deliverability metrics and address any issues promptly.
• Provide value in your emails and avoid overly promotional or misleading content.