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Cold Email Outreach - How you can contact people or businesses and get them to respond
Whenever you want to start doing some email marketing, you may think you need to purchase a list, run it through MailChimp, and then watch the traffic start to roll in a few minutes later. Well, that's not how this works at all unless you already had a massive list of emails, one that you've been sending newsletters to, and they're looking for the next blog post on your site.
When it comes to cold email outreach, you'll be compiling a targeted list of emails, and then you'll send out a "newsletter" in a not-so-spammy way so you can get on their radar. There are plenty of ways to get in hot water with this, but there are plenty of ways to protect yourself from the people who will instantly click "SPAM" and hurt your sending reputation.
Now then, let's get started
How to find the emails for an outreach campaign
One way to find specific emails is to download free chrome plugins and scrape 100 emails a day from LinkedIn. This will allow you to log into your LinkedIn account, go to a profile, and click on your extension, so it pulls all the information for you. This takes a bit of time and that's why a lot of people tend to pay a high monthly subscription to information gathering directories that let you download lists at will.
Sites like InfoFreeUSA are being used by email marketers all over the world, so send cold email campaigns to bring people on board and it works well.
How to begin your email sequence
One thing you need to have warmed up and working before you ever send an outreach campaign is your email server and sending IP. If you start sending 10,000 emails today, then you'll be blacklisted by tomorrow. Be sure to warm up any domain, server, and IP that is attached to your campaign, so you don't hit the dreaded spam box!
I like sending 1-5 emails a day for the first week and then responding to them from my personal emails. This allows me to warm up my email the first week and then I start running my outreach campaigns at a very slow rate to build trust over time. After about a month of warming up my campaigns, I will speed them up to 10k emails a day and watch the clicks start flowing in
Always add an "Unsubscribe" button
I understand that people will not be subscribing to you in the first place if you're sending a cold email outreach campaign. You will still need to add an "Unsubscribe" button to all of your emails so people know they can be added to your blacklist and not hear from you again. This isn't difficult, most email services offer this, so be sure to add it in there and be safer than if you didn't have an unsubscribe and people spam your emails.
Use a different sending domain than your main site
Since this is a cold email outreach campaign, you will need to protect yourself as much as possible. Not many people like to see unsolicited emails landing in their inbox, so you will want to send from a domain that isn't your main site. This means if your main money site is Example.com, then you'll want to set everything up, so your campaigns are sending from Example1.com
If you set it up like this, and people start to click "Spam" on your emails, you won't be damaging your main money site. You will hurt your sending domain, which can be easily swapped out for a new one at any given moment, and that's why you need to do it like this. You can always link to your main money site within the emails, but that's also not recommended all the time, so please read the next point and secure yourself one step further
Direct people to a doorway website and not your main site
If you've made it this far then you already know to send from a different domain to keep your main one protected at all times. Another way to protect yourself is to link people to a website, one that is linked to your main money site, and let people browse there. You can add subscription forms to this site, have popups that go to your main site, and run it legitimately but don't get attached to it. You'll want this site to be a sort of doorway or gateway to your main site, so don't add too much content to it. Give people plenty of ways to reach your main site, and you'll notice they click through pretty often
Cold email outreach campaigns get a bad name because so many people abuse the system and spam millions of unsuspecting people each day. I've been running strategic cold email campaigns for a while now and noticed a lot of positive feedback. I do get the random "UNSUBSCRIBE ME NOW!!!!" email, but that's to be expected, and I'll unsubscribe anyone that asks even though they could do it themselves lol. If you set up a sequence of at least six emails that aren't spammy, you will notice a decent amount of clicks coming to your gateway site and then to your main site. What you do with that traffic is up to you
Thanks for reading
- Tommy Carey