Your sales team has a simple and yet time-tested tool at their disposal to make a good first impression on customers: a well-written email. Digital marketing in today’s age requires that your team communicate effectively with potential leads and existing customers to create as large and lasting an impression as possible. All too often, though, overall sales strategies fail to emphasize the importance of omnichannel sales communication. In fact, 96% of email marketing experts claim that cold emails have been at least somewhat effective in increasing sales.
Email outreach that focuses on multiple smart devices also needs a strategy to get opened by their recipient. In 2021, email marketing needs personalization and segmentation to help people remember your brand and engage with the message you’re sending. Captivating storytelling and secure hosting services with which your sales team can host emails also are essential to a modern email outreach campaign.
If you’re looking for more details as to how to create a more effective and compelling email outreach campaign to connect with your customers, then read on for the four most common reasons why an email outreach strategy is failing:
1 – You don’t have centralized collaboration tools
Email outreach requires quality online collaboration tools for your team to keep track of which emails have been sent out to whom in a centralized location. Email messaging and collaboration software can create a project group and display essential documents with added permissions to centrally manage your outreach campaign. Every team member can quickly get up to speed on how to distribute documents to a selected group. Collaboration tools also help you document which tasks you have and haven’t completed with a built-in timestamp.
It’s important for your organization to choose collaboration tools that provide seamless collaboration to both your employees as well as your contractors and business partners to manage an email outreach campaign. The key to this seamless collaboration between so many people is the centralization that comes with vital tools such as centralized file storage, direct messaging, the ability to invite specific staff members to certain tasks or projects, and a team permissions feature to control what certain team members can or cannot access.
2 – You aren’t using branded templates
Your emails should be easy to open on mobile devices with branded templates clearly visible on any device your readers may be using. You don’t necessarily need to go to great lengths to redefine the design your email is using. Ideally, though, you want a master template you can edit with content blocks that you can define, drag, and drop anywhere into your design. If your email marketing software doesn’t have a great editor, you can turn to an external one to create the email and pop the HTML into your sending tool. Consider using tools that already exist to create branded templates especially if you don’t have the designers or resources to create email templates yourself.
Custom templates that you can use for your emails are essential to standing out from your competition’s brand promotion and communication strategies. Business promotion is easier with email if you use templates that stick to consistent brand consistency. Your readers can more quickly recognize emails they receive from your organization and subsequently open them more frequently when you use the same logo, channels, and websites in your email content week after week, month after month, and so on.
3 – You’re making everything about you
It should go without saying that the target audience of your emails should be your customers and not your brand, no matter how much you want to invest in your brand recognition among your readers.
It’s imperative to the long-term success of your email outreach strategy that you continuously make your emails centered around your audience based on how you’ve segmented them as readers. Include relevant data to strengthen your pitch as well as at least one powerful success story along with a link to an article or video in your emails to resonate with your targeted customer segments.
There is a difference between including customer testimonials in your emails and only talking about the latest and greatest service or product that your organization has to offer. A smart email outreach strategy targets different segments of its readership and then tailors the testimonials and success stories in the emails it sends to them.
Customer testimonials can be incredibly fruitful for organizations that want to increase the number of sales they close based on email success rates. In short, adding success stories can increase credibility, customer retention, and lead generation by reminding your readers why they keep reading what you email them.
4 – Your website and email hosting are kept separate
There are advantages and disadvantages that come with shared solutions for both your website and email hosting. A shared hosting solution means that you rely on a single physical server and its resources to handle your web traffic as well as your other email accounts and databases. It can be in your data security’s best interest to invest in high-end security measures to handle web and email hosting separately if you have the resources, although this may not be necessary if you don’t have a website that requires servers to host it.
You can’t reach any of your readers if you don’t have secure hosting, so it’s important to consider security as heavily as you do your communication and brand recognition tactics. According to London-based online marketer and software developer Alexander Williams of Hosting Data, security is important when selecting an email host: “Hosting emails requires having reliable security implementations. Websites and emails that are hosted on the same server require an even higher level of security. If you’re going with an email-only hosting solution, you might not need to consider high-end security measures. You definitely should when choosing your organization’s website hosting along with its email hosting.”
There’s no getting around the fact that sending cold emails as part of a new email outreach strategy can be awkward. You may not know how to ensure whether your emails will be opened, or how to increase the chances that people will be interested in what you have to say next month, or the month after that.
Staying on track of which emails of yours have been read by which segments of your readership is the first step toward maintaining a successful email outreach strategy. As we said before digital marketing in today’s age requires that your team communicate effectively. Use centralized communication tools that involve your organization’s in-house sales experts as well as any contractors or business partners you’re also working with.