Over the years, we conducted over fifty email outreach campaigns and along the way, we came across emails that caught our attention and questionable ones we sent to our spam folder. After receiving a fair share of memorable and mediocre messages, we’ve compiled a handy list of things we loved and things we hated about email outreach below.
Before we get right into it, why should you be putting your time and effort into email outreach? When done properly, it can be an effective tool for content marketing. Here are three main reasons why email outreach works and why marketers continue to stick to this method:
80% of people prefer sales reps to contact them via email
Email is almost 40 times more effective at securing customers compared to social media
For example, one study found that 86% of consumers prefer to get email-based marketing messages over Facebook ads, TV commercials, and display ads (HubSpot).
The #1 thing that makes email marketing more effective than SEO and social media is that you have a direct line to your audience. (Backlinko)
Email marketing is cost-effective compared to other marketing methods. The average ROI of email marketing is $36 for every $1 spent.
36:1 
Email Marketing
8:1 
Google Paid Ads
5:1 
Instagram Influencer Marketing
Now that we know why email outreach and email marketing are popular, it’s time to get into the good and the bad of email outreach we’ve collected throughout our campaigns. Not all emails are made equal— some are great and some are just plain awful. Here are some useful tips we’ve discovered to ensure that you’ll increase your open rates and get more responses.
Have you ever received an email or an ad that had nothing to do with your interests? If you have, you know how frustrating it can be. This is the same for email marketing. Most people would agree that emailing someone without knowing anything about them is a surefire way to get sent to spam.
So before you send that email, get to know who your readers are and focus on what they like and what makes them tick. Make sure you understand their industry, their pain points, and the solutions they're looking for before you start drafting your email.
Where do they work?
What’s their role?
Where did you find them?
Tools like Mailchimp or Buzzstream are awesome. They make email outreach easier, but these tools aren’t always accurate. It’s common to come across a few errors. So, before you schedule your emails, make sure you go through your list and ensure your data is correct.
Relying fully on automation can make you overlook small mistakes such as incorrect names or links. Although these may seem trivial, they can leave a bad impression on your recipients.
Do the names and email addresses match up?
33% of people open emails based on the subject line alone. A boring subject line is one way to get ignored, but a quirky subject line is a great way to increase your open rates.
You don’t have to add a bunch of emojis but try to make your subject line “pop” by adding something interesting. Use questions, your recipient’s name, or a funny pun if you’re feeling adventurous.
Why this works:
It has an inside joke that most people are familiar with and the emoji is a great way to grab attention. The subject line hints at a specific topic and isn’t too generic.
Why this doesn’t work:
It’s generic and isn’t compelling enough. It also doesn’t hint at what’s inside the email. This subject line can also cover numerous topics.
No professional email begins with “Hello Dear,”. Although the intention is to greet the reader warmly, it reads awkwardly and is bound to end up in spam.
Instead of thinking of some complex and quirky greeting, stick to something easy. A simple Hi {Firstname} is a much better way to greet someone through email. Keep it short, professional, and sweet.
Long emails are boring and nobody reads the whole thing, so it’s best to keep your email succinct. You should only include essential information and avoid rambling too much about your company or your accolades.
Don’t waste time and make sure to get to your point as soon as possible. Make sure to state your purpose and don’t beat around the bush about what you can offer them so your readers can understand the point of your email.
Generic emails are plain and boring. Personalized emails, on the other hand, are interesting to read because they are written with the reader in mind. Also, they have been proven to increase open rates.
To avoid being generic, start your email by greeting someone by their first name. Readers will want to respond to it instead of a template that doesn’t mention them at all. You can also reference something you saw on their site to show you did your research.
Why this works:
It references specific details about the recipient, which is a good way to keep the reader hooked from the get-go.
Why this doesn’t work:
It’s too generic, doesn’t show any interest in the reader, and it looks like the sender didn’t do any research on his target audience.
Getting a free publication from an established site is like winning a lottery ticket. So, when you find a site that’s high in SERP stats, you might be tempted to ask if you can publish your content for free. Instead, offer something in return, like a link exchange.
When you expect someone to work with you, it's best to offer them something valuable or beneficial. You’ll have a better chance of getting a reply and you might even earn yourself a fruitful collaboration!
Why these works:
Both examples offer something in return. Although the second example is asking for free publication, it’s written in a way where it’s beneficial for the reader.
Why this doesn’t work:
It doesn’t explain why their article can benefit the reader and it does not offer anything the reader can gain from publishing their work.
Although including a link to your site in your email might seem convenient, it can cause your email to be considered spam. When your email is marked as spam too many times, your messages won’t be delivered since there’s a chance you’ll be blacklisted by your email provider.
Instead, it’s better to offer your recipient if they want to see a link before sending them your pages. This will keep you away from spam and it will improve your deliverability rates.
Avoid trivial mistakes such as wrong subject lines, misspelled names, and mentioning the wrong companies. Failure to pay attention to important details will make your email look unprofessional and the recipient will soon know that you’re sending this to more people than expected and that you didn’t put a lot of thought into it. So, before you hit send, take a look at your email and check for any mistakes.
Is it being sent to the right person?
Are there any typos or wrong references?
Is the subject line correct?
Is your signature correct?
Emojis are okay when used in moderation. It can add character and help break up long paragraphs, but using too many emojis can make your email look cluttered and unprofessional. So, try your best to stick to a moderate amount of smileys.
It's better to use standard fonts instead of eccentric ones. Although unique fonts attract attention, some people find them off-putting and they can be hard to read. Size also matters when it comes to font selection. Make sure your email is readable by choosing the right font and size.
The best email outreaches are the ones that benefit both parties. Make sure to limit promoting your business in your email. Blatant self-promotion is a common pitfall of email marketers who show little interest in their readers.
Keep anything related to your company to a minimum and focus on the reader instead. If you do have to mention your company, make sure to limit it to a maximum of two sentences.
Using different sender names and signatures will confuse your recipients. So, make sure your name and signature are consistent to avoid confusion. You should also add your website, contact details, and brand logo so people know where they can learn more about you.
Your company logo
Your name and position in the company
A page to your social media platform
A link to your website
Excessive compliments can be overwhelming. This approach may apply to new startups or sites with weaker SERP stats, but not everyone will react positively to compliments and flowery words. So, try to keep your approach sincere and steer clear of excessive compliments. If you must, stick to something simple.
Why this works:
It’s simple, straightforward, and genuine.
Why this doesn’t work:
This seems overly done and readers will know that Christian, Head of Partnerships didn’t really say that about the company.
As you’re eagerly waiting for a response, do not panic if you don’t get a reply right away. No matter how tempted you are to send that follow-up email, know that emailing someone every hour will not get you a faster response.
Instead, take it easy and give it a 2-3 day waiting period or 1 week at most. In the meantime, sit back, relax, and be patient.
Now that you know what to do and what not to do, it’s time to put these tips into practice. Good luck!
