Most B2B firms have difficulty deciding whether to target “warm leads,” who can make their way to their destination, or “fresh or cold leads,” which can land them potential sales.

 

However, these days, most sales leaders wear a lot of different hats on a day-to-day basis. As a result, they tend to be attentive only when their deals are about to close. This is probably the main reason why salespeople do not prospect.

 

You need to know that, apart from rehashing the same email campaign to your warm leads, you must also devote your time and attention to cold outreach because that is how you will generate leads. And what better way to achieve this than employing an outbound email campaign as part of your marketing strategy?

 

An outbound email campaign is a method to approach people who are unfamiliar with your offerings. So, yes, it could be challenging to implement that, but at the same time, you also can’t overlook it since you need leads for your funnel.

 

But fear not, as in this article, we will help you get on board with your outbound email campaign. By the time you finish reading this article, you will have mastered the art of creating and sending outbound email campaigns for your leads.

 

1. Determine your target niche

 

If you are in the B2B marketing space, you might know the phrase “know your audience well.” With outbound email outreach, this rings even more true. 

 

It’s essential to flesh out your audience and pick the targeted leads that belong to your community. Because the “spray and pray” approach will not help you land more potential prospects. So, how will you select your audience group for your outbound email campaign?

 

First and foremost, you need to know what focused area of the border market your business is presently serving. Doing this will help you complete half the battle of finding your targeted audience. 

 

In addition, by identifying your target niche, you can more readily understand the type of message you should craft to appeal to your target audience.

 

2. Get contacts of your targeted audience

 

 

Now that you know your target audience, it’s time to locate their email address. Well, in today’s world,  there are several techniques to discover the email address of your leads. 

 

For instance, you can surf through various online sites such as Linkedin and social media or even try database services to fetch the email ids of your leads. However, keep in mind that finding authentic email addresses is significant because emailing incorrect addresses can get you marked as spam and jeopardize your business integrity. 

 

So, therefore, find your leads’ email addresses correctly and make your outbound email campaign work successfully.

 

3. Prepare a compelling email message

 

 

You should start getting ready for your outbound email campaign at this stage. However, before you sit down to craft your message, you must have some sort of knowledge of your targeted leads. This will help you craft your message around your lead’s specific interests and help you stand out in their email box. 

 

Remember to write an engaging email message because generic emails won’t guarantee high open rates. Therefore, craft a message to add value to your leads and, hence, nudge them to respond to you.

 

4. Launch your outbound email campaign

 

 

After creating a tailored message, choose a specific group of leads to whom you want to send your customized email. Once your outbound email campaign has been launched, do not assume that your work is done. Yes, your job isn’t done yet. Consistent effort is required for email marketing campaign strategy. In other words, you might have to keep reminding your potential leads of your existence. Why? Sadly, not all prospects will reply to you on the first try. Did you know that 80% of sales require 5 follow-up calls after the meeting? (source). 

 

The same holds true for your email campaigns as well. So, you must systematically organize your outbound email campaigns. But how are you going to accomplish that? You might have to formulate a plan for automating and sending your follow-up emails in a timely manner. This can capture your leads’ attention and elicit a positive response.

 

5. Measure the performance

 

 

After completing all the steps, you might be curious to know how well your outbound email marketing campaigns perform. 

 

Well, you can assess the success of your campaigns by focusing on key metrics such as open rate, click rate, conversion rate, etc. In addition, examining the number of qualified leads produced by your outbound email campaigns will also help you gauge your performance.

 

Related: Metrics & KPIs for Email Marketing: Top 6 To Watch

 

Measurability is something you shouldn’t overlook when executing your email campaigns. Because it can help you get to know your leads, build upon what works, eliminate what doesn’t, and ultimately, enable you to make a strategy the best it can be.

 

Outbound email campaigns allow you to reach out to tons of people so that you can grow your customer base and net more sales opportunities. And what more do you need? Therefore, outbound email campaigns deserve a place in your marketing toolbox. 

 

With the above steps, even a complete novice can find success with his outbound email campaign. So, what are you waiting for? Go forth and try to launch outbound email campaigns to welcome more trustworthy clients to your business!