7 Outreach Marketing Tactics That Work Well
Case in point:
In 2018, Lorna Jane, an Australian women's activewear company, ran a blogger outreach campaign to establish long-term connections with bloggers. The company decided to lay a bet on email personalization, so it did research before reaching out to influential bloggers. As a result, the campaign got a 90% response rate.
Wouldn't it be great if you could achieve the same results? The solution seems to be quite simple: research, write your email, send it, and get link juice.
But easier said than done. Why? According to one report by the Radicati Group, an average business user sends and receives 126 emails per day in 2019. This means it takes time, practice, and knowledge to cut through the noise and get your email opened.
Thus, you need to create successful outreach campaigns that get results, and here are seven effective outreach marketing tactics that work well.
Create intriguing subject lines
And if you email someone you don't know for some particular reason, it's even harder to get a reply. Thus, perfect cold email subject lines should be personalized to avoid spam filters: without spam trigger words, false promises, and exclamation points. The main aim of your subject line is to encourage the recipient to open your email.
It's simple. Just make up a creative, compelling, and informative subject line that piques the recipient's curiosity. Check how I did it when reaching out with a guest post submission:
- Put your reader first: When writing a subject line, make sure it can solve your recipient's problems, not yours.
- Include an emoji: 56% of brands that use emoji in their email subject lines report a higher open rate.
Once you help someone solve problems first, they feel obliged to return the favor. If you've mentioned a problem on the website, it's a great chance to inform the blog owner about it, and therefore and provide value. Moreover, you can get a backlink in return.
For example, it's a great idea to find broken links and share your replacement link suggestion. Shaurya Jain, the founder of Attention Always Linkbuilding, claims that he gets great results with this tactic:
- Include a screenshot: It doesn't take much time to take a screenshot, but it helps to personalize your email and draw the recipient's attention.
Research to personalize
It's the era of email personalization: One Evergage study shows that personalization helps 61% of marketers achieve a superior customer experience and 96% of companies customize emails to advance customer relationships and improve email marketing performance.
Pete McAllister, the founder of Outreachpete, proves that this tactic works:
- Research: To establish an emotional bond with a person, you need to show a sincere interest in things that are important to your recipient. Thus, doing research is essential. Moreover, 80% of social media posts are about ourselves, so it's easier to find out more about the recipient even if you have never met before.
- Keep your message short: If you haven't received a reply from a person, chances are that this person is too busy to write long emails. Send short and clear messages (1-2 sentences) to save your time.
Offer an opportunity to get a benefit from you
Here's how it works:
One day I got a guest post invitation from a good website (DR 71). As a guest author, I was honored to write for this blog, so I offered the blog owner to build backlinks to his site to return the favor. As a result, it was mutual collaboration:
- Write a promising subject line: Your subject line should sum up the email and make the reader want to click on it. Once you promise something interesting, you're more likely to hook your recipient.
- Send real examples: People love when other people are interested in them, so show that you know facts about the recipient to attract attention.
- Create a clear message: If you want to get something in return, don't ask for it in your first email. Keep a focus on your recipient and offer beneficial collaboration to get a reply.
Ask for feedback about your work
To get results, it's important to approach blog owners for feedback the right way. You need to collect and implement feedback properly, especially if you reach out to busy people. The more popular people are, the harder it is to get a reply from them. They are too busy to respond to every email that arrives in their inboxes.
Finding common ground is a proven way to interest a person in having a meaningful conversation even if you want to contact Neil Patel. Just look at the example below:
- Express gratitude: Start your email with appreciation phrases that can help to establish business relationships.
- Keep your email short: Most influencers don't have much time to read emails, but if you keep your message short and sweet, it's more likely you can get a reply.
- Ask a clear question: It takes time to write a lengthy response, so you should ask a simple question that can interest your recipient to get a reply.
Become a guest author
Let's take Olga Mykhoparkina, the CMO at Chanty, for example. Publishing content on top tier websites like Entrepreneur and Hubspot, it's no wonder she also believes in the power of guest posting.
- Pitch your unique idea: if you want to get your pitch accepted, you need to make up a relevant in-depth idea that hasn't been covered on the blog. What is more, include the outline to categorize the main points.
- Emphasize a point: use the bold, italics, or underline styling to draw the recipient's attention to specific phrases while scanning the email.
- Tell the recipient how you can promote the article: it's no secret that all website owners want to get more views and traffic. Thus, it's important to inform the recipient what channels of distribution you can use to share the content on in return for having your work published.
- Include your writing samples: since blog owners receive many submissions daily, it's no wonder they want to collaborate with data-driven experts only. Sending the links to your writing samples helps the blog owner take a look at your writing style and understand whether it can be a good fit. And if you have been published on other websites, it's a great proof of your experience.
- Send follow-ups: with a great number of received emails, your pitch can get buried in the inbox. Thus, sending 2-3 follow-ups is a great way to increase your chances to get a reply. Any proof needed? Sending at least one follow-up in a campaign increases the reply rate from 16% to 27%.
Collaborate with influencers to get an intro
The solution? Get an intro. As specified in the Digital Intelligence Today report, 92% are more likely to trust recommendations from people they know, so asking a partner for an intro is a great way to avoid getting buried in the inbox.
Let's take a look at the example below:
- Write a brief and concise email: Reaching out to people with the help of email introduction, respect the time and circumstance of all parties – keep your message short and sweet.
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