Best Internet Marketing Agency
Outreach Email Writing
Let me read you an email, I was browsing the web and stumbled across her posts on SEO. Great post. I love you. I noticed that you linked to Top digital marketing columns, blogs, keyword research on keyword research. This article actually inspired me to write an even better article and by better, I mean that I made it longer. I think it might make a good fit for your page. Sincerely, Spam. In this video, I’m going to show you how to get more replies, links and not get your emails deleted.
Stay tuned. What’s up, marketers? Top Digital Marketing here with the tool that helps you grow your search traffic, research your competitors and dominate your niche. Now, whether you want to get links, shares or forge new relationships, outreach is an absolute necessity to succeed in marketing. Another thing to note is that a good outreach email is completely subjective. So what I have for you today is a compilation of what I believe to be solid outreach emails based on my own experience, receiving and sending them. Let’s get to it. So there are three steps to make your outreach campaign more successful, and they are find the right email for the right person, send a good pitch and set up an effective follow up sequence. Now, before we tackle each step, there’s one thing that can make your outreach campaign a complete flop, and that’s sending the same generic email to everyone else, which is not broadcasting.
I get that you want to get links at scale, which means that you need to send as many emails as quickly as possible. But the thing is that generic templates like the overly embellished one that I showed you in the beginning, don’t work for anyone who can have a significant impact on your reach. So rather than trying to script someone, try and build a relationship that goes beyond, give me a link or share. All right. Rant over. Let’s get into writing great outreach emails. Step one is to find the right email address for the right person. First, you need to identify what your goal for your outreach campaign is. Are you prospecting for links, shares, or do you just want to build a relationship to connect down the road? So let’s use the people at HFS as an example. If you want to get a link from our blog, then should you email me? Absolutely not. I handle areas like video, product, education and other random happenings as they come up.
So you should email Tim or CMO, right? No, he’ll probably delete your email anyway, and he won’t feel bad about it. The person you’d want to get in touch with is the editor of the content marketing manager or in our case, head of content, which is Josh, who explicitly states that he’s the guy responsible for ensuring that every blog post we publish is epic. Now, I won’t bother getting into techniques to find someone’s email address because we already have a full video on that. Instead, a link that up for you in the card. The key takeaway here is to find the person who can help you achieve your goal. Now, regardless of your goal for your outreach campaign, there are going to be people at different levels of influence. So let’s separate these people into four groups.
First, you have your sharks and these people will have huge audiences and notable achievements. So in the marketing and entrepreneurial space, think of the Gary vs Seth Godin’s or Elon Musk’s of this world. The next group are the big fish. And these are people you might be able to reach with a nice email, but not so much in the form of a template or with an initial cold pitch asking for something. So in marketing that might be your Brian Deanne’s are no Acadians. The third tier would be your small fish and these would be people who are actively promoting themselves. But their websites and overall online presence is relatively small. In the fourth would be Spawn’s. These are people who are just starting out in your industry and the most likely reply to your outreach email, even if they’re 100 percent templating. But a link or any kind of promotion probably wouldn’t do much for you based on these four categories.
The people that you’ll likely want to reach out to our groups, two and three in the first tier of influencers might seem enticing, but it’ll be tough to get their attention. And the last group probably won’t move the needle for your brand. OK, great. So we know that groups of people were contacting and have a general idea of the people we should look to contact within a company. Which brings us to the next step, which is to write a solid pitch. Now, there are a few things that you need to seriously evaluate when creating your pitch. The first and most important question is what’s in it for them? If you’re going to ask for a link, what does that person want? If you’re going to ask for a joint venture of some sort, what will they get in return?
If you reach out only asking for something, then your chances of success will be slim to none. Let’s say that you wanted to reach out to me to connect and possibly do something together down the road. You could quickly find that I love golf. I create videos for eight drafts and then I’m into tactical marketing. So if you pitch me something on how to get 10000 Instagram followers, I’m not going to be interested. But if you pitch me something on YouTube or YouTube hacks that helped your channel grow from zero to one hundred thousand subscribers, then I’d definitely be interested in taking a look. And if it was good, I might even feature it in a future atras. Video blog posts are just spread the word with anyone else that I talk to because that’s how I do.
So let’s get to the email for subject lines. I recommend staying away from Click Baity titles like You Have to see this. Instead, use a subject line that describes your email, yet evokes curiosity to learn more. So I might use YouTube case study zero to one hundred subs or even just new YouTube case study, which would definitely appeal to me. And for the body of the email I might write Hazam long time HFS user. So I’ve obviously seen a ton of your videos, was digging through your channel and noticed that you haven’t covered YouTube. You seeing that you’re obviously into tactical marketing. I thought I’d send you a new case study that we use to grow a new YouTube channel from zero to 100000 subscribers in eight months. In a boring niche, if you have a second, I’d love to get your feedback or perhaps you might have some suggestions on making our tactics more effective.
Cheers, Sam 2.0. Even as I just wrote that I got excited to read this case study, and that’s the kind of email that you want to send, something that people are excited to receive now, send that same pitch to Josh, and I promise you that he’ll ignore you. Now, let’s break this email down first. The email is short and clearly articulates what Mr. Mustachio is sharing with me and why he’s contacting me. Second, the email is to the point and feeds into my passion for strategic and tactical marketing. Third, the email doesn’t have any sucking up and faking that they love my videos. Sam 2.0 doesn’t like them at all and that’s OK. So don’t bother with fake flattery unless you truly mean fourth. He’s offering something unique. There’s not a lot of information out there on YouTube video that isn’t a complete replica of the next Article 50 email doesn’t ask for a link tweet or anything other than feedback. A small ask that can be mutually beneficial. Now, if we alter the email slightly, we can add a six point.
Let’s say that he featured me in the post because that’s where he got some of his inspiration. Now this is bait and I’m not usually into it, but since the email is an overly praising me, I would take it as authentic. Now the question is, how can you send these kinds of emails at scale? Easy. Just use a third party tool that supports bulk sending, like buzz stream, mail, shake or pitchforks. All of these tools support a feature called merge tags and merch takes our static pieces of code that can dynamically swapping content. The simplest merch tag that I’m sure you’re familiar with is something like first name. To set this up, all you need to do is open up a spreadsheet and set your merge fields as headings and then enter in the required cells to make each template complete and personalized. So as you can see from my spreadsheet, I’ve segmented prospects as people who are active video creators that are either a part of a software company or run a blog plus YouTube channel in the marketing space. Let’s split screen the spreadsheet with the original email and see how this would work if we were to use this role. Hey Brian, long time back link reader.
So I’ve obviously seen a ton of your videos, was digging through your channel and noticed that you’ve covered YouTube. Still seeing that you’re obviously into video marketing. I thought I’d send you a new case study that we use to grow a new YouTube channel from zero to 100000 subscribers in eight months in a boring niche. If you have a second, I’d love to get your feedback or perhaps you might have some suggestions on making our tactics more effective. Cheers, Sam 2.0. Now, two important things about this email. First, you need to make sure that all of your mistakes make sense and are contextual. For example, you wouldn’t say something like seeing that you’re obviously into PPC marketing because it has nothing to do with the context of what you’re sending them. And second, you don’t want to say you’re a long time user or reader if you’re not. Now, the final part of outreach is a follow up. And the keyword here is there’s nothing more annoying than getting more than one follow up email, especially if all you’re doing is checking if they got your email. Most mass sending tools show you whether people open the email anyway.
Think about it like this. If someone doesn’t respond to you after the first two emails, either A, they’re not interested or B, you’re landing in their junk box, which is probably because they marked your email as spam a long time ago. But not all follow ups are bad. Sometimes people just haven’t gotten around to your email. Maybe they were on vacation, forgot to respond or whatever. So what I found to work best is either send a friendly follow up or just straight up offer more value. Here’s how I might follow up a Sam 2.0. Hey, Sam, just the friendly follow up on my zero to one hundred Q2 case study. No worries if you’re too busy. I completely get it. By the way, I just shared your video on video topic because it was dope. Cheers, Sam 2.0. Now, the beauty of adding some unexpected value like this is that if they want to start the conversation, they’ll likely address the initial email that you sent before.
I wouldn’t say the expected, but it’s a great way to get the conversation started and to build connections, especially with prospects that you want to continue to build a relationship with. At that point, it’s your content job to create wild moments for your prospects. Now, there’s no one trick pony with outreach emails, and that’s the point that I’m trying to drive home here. There’s no use leaving comments asking what I’d say for an email in your niche, because the answer will always be it depends. Yes, if you want to do email outreach at scale, then you need to use templates. But it’s important that you keep them as genuine as possible. So when you’re doing your next outreach campaign, make sure to contact the right person, talk to them like a human being. Always think about what’s in it for them first, and I promise you that your outreach campaigns will be more successful.