gtag('config', 'AW-311446225');
  • Aditya Kaushika

Email Marketing: 7 Tips and Tricks to Succeed

1. Avoid robotic email campaigns

A rule that I found out the hard way:

Untargeted, bulk email campaigns don't work in 2021

A couple reasons for this.

1. Email Saturation and Fatigue are real

How many emails do you delete everyday? 51% of people never open cold emails and you run the risk of being flagged as spam.

2. It's not how we converse in real life

You need to humanize yourself to make sure the person you're emailing knows they are talking to a real person.

Spend 3-5 minutes researching the person you're emailing. Find something they posted about, an initiative their company is undertaking, an accomplishment they shared, and relay that you took the time to get to know them.

You'll have more interesting conversations and your email campaign ROI will skyrocket.

2. Email copywriting is key

A skill that I think is essential regardless of industry or occupation is: Copywriting

The ability to use the written word to persuade someone (Boss, Co-worker, Employee, Vendor, etc) to take an action is important for everyone to master.

Most people associate copywriting with just marketing, and traditionally it has been known to be a marketer's skill, but I want you to think about it...

Every single email you receive, every movie you watch, every story you hear, every article you read, and yes, every advertisement you see is a form of someone persuading you to take an action.

Especially in 2021, when everyone is being bombarded with emails, texts, advertisements, and content, you need to make sure your emails, texts, stories, and recommendations are heard. You need to find a way to stand out from the clutter, and this could be achieved by using first lines that hook the reader, keeping your email short and to the point, and answering the question "what is in it for the reader?" (to name a few techniques).

3. Have realistic expectations with cold email campaigns

This is a topic that I've explored before, but if we are going to talk about our end-to-end client engagement process, we have to begin with how we reach the majority of our clients: cold outreach.

Cold email is still the most powerful marketing channel that allows you to contact virtually any person on earth. Cold email is best (and only legal) for B2B engagements like ours - we work with marketing leaders across industries.

What is the point of cold emails though?

The goal of a cold email is to generate a sales call.

Emails will not sell your service, especially for Agency services $1,000/month & higher. On the phone is where you sell!

Whether we like to admit it or not, cold email is a numbers game. Aim for meeting booking rates of 5% or higher.

If you get on the phone with 10 people after sending 200 cold emails and you don't book a sale, don't blame the process and efficacy of cold emailing. Ask yourself - am I talking to the right people?, do I have a good offer?, or am I good at sales?

I've had campaigns that have achieved 20%+ booking rates (an awesome feeling) and I've had campaigns that have had 0% booking rates.

4. WIIFT - What's in it for them?

Why would someone open my email?

Showcase a personalized WIIFT -> What's in it for them?

Sounds simple right? It's not.

For an industry as competitive as ours (Digital Marketing is arguably the most competitive industry out there in 2021), it's not as easy as telling your prospect your value proposition, tell them WHY they need to care.

Before I send anyone an email, I know:

1. What their company's SEO ranking is for important keywords

2. How many paid ad dollars they are investing

3. How many paid ad dollars their competitors are investing

4. Their page speed on mobile & desktop

5. Do people follow and engage with their social media pages

6. What their customer journey is from their social pages to conversion

You can find all these pieces of information in less than 5 minutes.

It's my job to relay why it's actually important to improve these metrics. In a vacuum, the numbers above don't mean anything.

For example, why is it important to have a high SEO ranking? Well, 92% of Google traffic never goes past the first page. If you want to appear on Google for 92% of traffic, you need to be ranked on the first page!

Disclaimer: Don't make your first email a mini audit of their company. Choose 1 metric, find out how they are doing in relation to their competitors, and tell them why they need to care.

5. How to structure an email?

Give your prospects a reason to be interested in you, Quickly!

I never send out an email with more than 4 sentences. The parts:

1. Personalized First Line (1 Sentence)

2. The Angle/Hook (1-2 Sentences)

3. Call to Action (1 Sentence)

If you can't describe the value you bring within 1-2 sentences, your prospect has already moved on (especially in B2B cases).

3 Examples of angles I've used:

  1. I've helped 3 other brands increase their revenue by 20-30% using AI-driven customer segmentation & digital marketing.

  2. I help credit unions like yours get 40% more traffic to their website through curated lead magnets.

  3. I help community banks drive customers from awareness to conversion through building and implementing segmented digital marketing funnels.

I love having a number associated with the impact, rather than leaving it ambiguous.

The golden goose of all angles is the case study. If you can name-drop a client and the value you were able to bring to them, the angle writes itself.

Keep your emails short, no links, and focus on the prospect's pain. I do bring up the mechanism in which I help my clients (AI-Driven Customer Segmentation & Digital Marketing), but I focused on the pain first (Increasing revenue). The prospect doesn't want to do digital marketing for the sake of digital marketing. The prospect wants to implement digital marketing to grow revenue.

Writing different angles is probably my favorite part of email marketing because the serotonin rush you get when you have a successful campaign is incomparable!

6. Always send follow up emails

If you are creating a prospect list manually, it can take hours to find emails, clean, and write personalized lines for even 100 people. If you are buying a lead list, the $1-2 you are spending per lead will add up quickly if you only rely on your first email.

I previously talked about aiming for a 5% meeting book rate for cold emails. If we send follow ups, we can easily increase that to 10-15%.

What's my first follow up email? Keep it simple:

"Hey {{First Name}}, know you're busy, just bringing this to the top of your inbox." (Make sure it is a reply to your first email and not a new thread)

Why am I sending this?

Prospects overlook the first cold email because they are sent so much junk everyday, especially CEOs and CMOs. Prospects are more likely to respond when they see the "RE:" before the subject line because of the Fear, Uncertainty, Doubt principal.

Follow ups don't stop there though. The next email is a case study highlighting your impact:

"Hey {{First Name}}. Wanted to reach out again because we had a huge win with a client. We were able to help our client take an existing list of customers and develop a strategy to cross-sell & drive Customer Lifetime Value up by 25%. Here's a link to a white paper we wrote about the project: {{Insert Link}}"

Other ideas for follow ups.

1. Talk Statistics - "50% of banking consumers are using digital channels to do their research, 23% of consumers choose their bank primarily on social media presence" - FUD principle again.

2. Talk about your USP (Unique Selling Proposition) - "We use AI to segment & target different customers with unique messaging; we are data scientists who saw a need in this industry"

3. Ideas on how to help them - "I saw that you have a podcast explaining the benefits of getting a mortgage early in life. We can help breakdown the segments into easy-to-watch Tik-Tok videos that will reach a brand new audience"

Send Follow ups! Did you know the average number of touchpoints to get a B2B discovery call is 8! That doesn't necessarily mean 8 emails. It could be 5 emails, a LinkedIn request, a social media comment, and a cold call. But you need to stay engaged.

The goal is to either get a call or have your prospect tell you that they aren't interested.

Often times persistence is more important than perfection in emails.

7. Get used to rejection

Let's talk rejection with an amazing example that was delivered to my inbox this morning!

Email I sent the CMO prospect:

"Hey XXXX, noticed that XXXXXX credit union had its web traffic decrease by 20.2% year-over-year from 9.9K monthly visitors to 7.9K visitors. Is growing & maintaining traffic a pain point for the XXXXXX team?

My name's Addy, and I use data science to help capture the 40% of bank revenue that comes from digital platforms, the majority of which doesn't go to credit unions, but rather "the big (evil) banks".

The big guys are leading the digital race right now, but based on XXXXXX’s website traffic, ranking in SEO, and social media content, we have the foundation for implementing a killer digital marketing strategy that competes & succeeds.

Do you have time for a quick call next Tuesday Morning?"

Response to my email:

"Don't reach out to our team. Please stop snooping on our website traffic. Also, I have blocked your e-mail address going forward."

First couple times I got an email like this, there was this feeling of anxiety, like I had done something wrong. Here are some reasons why I got over that feeling.

A. You pointed out a flaw that you can help solve. I didn't point out their decline in website traffic because I wanted to be mean. I was offering to help.

B. Would I want to work with a team or a leader that has this kind of mindset? Seems like a recipe for disaster. Why are you taking website traffic so personally?

C. There are so many fish in the sea. Our target market is large enough that we will find growth focused CMOs who can take criticism. Our Audit stage in the consulting process is quite brutal and I don't hold back in sharing the flaws my clients have...

I am respectful to everyone, but my job isn't to sugarcoat the status quo. My job is to tell you what isn't working and how to fix it.