Email Outreach Tool – Purpose and Benefits
What is an email outreach tool?
An email outreach tool is used by sales professionals, marketers, bloggers, etc. to reach their prospects via email. It simplifies the process of composing personalized emails, sending them on a specific schedule and also monitoring their responses. The biggest benefit of an email outreach tool is that it saves the user from spending precious time and effort on doing manual work.
Who uses an email outreach tool?
An email outreach tool is largely used by users who have to send multiple emails to a targeted audience with custom messages. Depending on the user’s need, an email outreach tool could be used for various purposes.
- Business development executives (BDE) or Sales Development Representatives (SDR) use it to send cold emails to prospective customers.
- Marketers use it to send lead nurturing campaigns, newsletters, promotional emails, update emails, webinar or event invites, and so on.
- Bloggers use it for contacting editors and publishers in whose publications they want their blog to be featured
- Influencers who want to forge relationships or collaboration with brands or other influencers
The purpose of an Email outreach tool
An email outreach tool is broadly used for these purposes:
- Making an introduction
- Initiating a sale discussion
- Building brand awareness
- Getting a website backlink
- Building a community of customers
- Conducting a survey
But, why do you need an exclusive email outreach tool when everyday email services are available in abundance?
Email outreach is a sensitive task. Unlike regular email, outreach has to be well-timed, personalized to impress the recipient, and also designed to be sent a specific number of times.
Also, most outreach emails are ignored or deleted. According to a study by Backlinko, only 8.5% of all outreach emails receive a response.
That makes it necessary to create email instances with multiple attempts and multiple contacts. Ordinary email tools do not facilitate this as they demand the user to manually compose and send emails each time they want to trigger a campaign. For example, you can compose and send 10 emails a day from your regular email service. But, when you have to do the same for 1,000 prospects/leads/contacts; you need an email outreach tool.
Compared to everyday email services, an email outreach tool offers maximum scalability and versatility.
It enables the user to burst emails at scale to a targeted audience thus maximizing the possibility of goal attainment.
5 undeniable benefits of an email outreach tool
Even with the rapid growth of social media, and in-app interactions, email still holds its position as one of the most effective ways to communicate, collaborate and reach out to someone. For businesses, it is still ideal to get a foot in the door with a prospect.
In 2020, the total number of business and consumer emails sent and received per day is pegged to be in the range of 306 Billion. By 2022, this is expected to cross 333 Billion.
That’s quite a lot of email for a world of 7.8 Billion people. In 2019, it is quite probable that you would have handled at least 129 business emails in a single day. Since email has a strong use for both businesses and consumers the average number of emails sent and received per day is certain to spike drastically in the coming years.
If you are a sales professional, marketer or someone who counts on the power of email to grow your business, you need an email outreach tool. It delivers several benefits that will add more firepower to your email efforts. Here are some of the assured benefits that an email outreach tool can provide.
1. Target the right audience
Gatekeeper. Decision-maker. Cold contact. Warm lead. Website owners. Blog editor. Popular influencer. You could be trying to get in touch with any of these audience segments or anyone beyond this. Each of these users have their own personas and expectations. You cannot send a blog submission request to a warm lead who has requested a product demo. You have to target the right audience to send them a relevant message.
An email outreach tool helps you personalize your email message and send it to the right target audience at scale. It helps you to be certain that the emails you are sending are contextually relevant to the recipient and have a high chance of getting clicked, opened, and replied.
Emails with personalized message bodies have a 32.7% better response rate. – Backlinko
An email outreach tool helps you segment your audience in an effortless manner. If you already have a list of contacts, you can segment them based on industry, company, purpose, and so on. the need to manually filter the contact list is eliminated. Once the segmentation is done, it is easy to create an email body with the right tone.
2. Automate recurring emails
59% of B2B marketers say email is their most effective channel in terms of revenue generation. However, a lead does not translate into a deal with a single email. You have to put in the effort to send a drip campaign consisting of multiple emails consisting of various messaging to turn a lead into an interesting prospect.
Here is how a typical lead nurturing campaign will look like.
As you can see, the drip campaign begins with a single whitepaper download. A series of follow-up emails have to be sent since the first interaction to turn the lead into a prospect.
It is not scalable, feasible nor advisable to compose and send each of these on a singular basis. Even if you have a floor full of copywriters at your disposal, it is still not possible to manage a drip campaign manually.
An email outreach tool helps automate the triggering of emails based on a preset journey. You can feed in personalized email messages for each phase of the campaign. It will ensure that the lead is getting the right message at the right juncture based on their interaction with your previous emails.
In other words, an email outreach tool brings to your table the power of automation. You need to set the die in the cast only when required and leave the rest to the tool to put it in motion.
3. Schedule time-bound mail bursts
If an email automation tool automates the entire process, will all your prospects be receiving emails at the same time? Especially, if they are scattered across the globe with clashing time zones.
Email open rate and the time of sending is directly related to each other. Making your email appear in your prospect’s inbox at the right time heightens the chance of it getting opened and replied to.
For instance, if you are addressing business users, the ideal time to send an email burst would be between 8 AM to 5 PM. Also, emails sent on weekdays other than Monday and Friday are bound to get maximum interaction. Sending business emails on weekends is simply a waste of time and effort.
Your average email service might let you send an email at a later time. But, it does not provide advanced scheduling of emails which only an email outreach can provide.
An email outreach tool lets you customize the exact date and time of your email, the audience to whom it has to be sent — even if they are spread across multiple geographies and time zones.
4. Initiate data-driven decisions
In sales and marketing, you cannot shoot arrows in the dark. You cannot count on your gut feeling for important decisions that have a long-term impact. You must make data-driven decisions. To reiterate William Edwards Deming, the American statistician and management consultant, “Without data you’re just another person with an opinion.”
Data-driven decisions reduce the possibility of errors, maximize the RoI of your efforts and also helps you scale your operations. That makes data-driven decision making critical in email outreach.
One of the under-rated benefits of an email outreach tool is that it helps initiate data-driven actions. It gives you access to critical analytical data like
- Email open rate,
- Click-through rate (CTR),
- Bounce rate,
- Reply rate,
- List growth rate,
- Email forward or sharing rate,
- Number of unsubscribes, etc.
You can correlate these metrics with other key factors like the day and time of email burst, target audience, etc. to arrive at meaningful insights.
In fact, the best email outreach software also provides A/B split testing that lets you compare the performance of two different email sequences side-by-side. Based on the findings, you can alter the messaging of your email, the schedule of the email burst or tweak the audience to get maximum open rates and replies.
5. Maximize results with minimal effort
The primary purpose of a tool is to act as a fulcrum. It should make you exert less effort while giving maximum results. That is exactly what an email outreach tool does. It makes you exert less effort in terms of finding the contacts to whom the email has to be sent, scheduling the time of delivery, composing a personalized message that resonates with the chosen target audience, and so on.
An email outreach tool lets you personalize your efforts without letting it slide into a ‘cookie-cutter’ template. Although it might sound like an oxymoron, an email outreach tool lets you personalize your email marketing efforts at scale. You can also have a look at email signature marketing.
It lets you send diverse formats of emails with minimal efforts:
- Send welcome messages to new customers or subscribers
- Send nurture emails to leads at various stages of the sales funnel
- Nudge customers to revisit their abandoned shopping carts
- Offer a new product or content recommendations to existing customers
- Send newsletter campaigns to keep customers engaged with the brand
Bringing it all together
Facebook. Twitter. Instagram. Snapchat. And endless other social media channels that give the luxury of one-on-one interaction. Does email outreach stand a chance amidst these social media channels?
Turns out, yes! Email outreach is still the best way to reach your customers. When it comes to business communication, 86% of professionals prefer using email to other channels Source.
Email outreach is still a viable and critical channel to grow your business. The right email outreach tool can help you scale your efforts while demanding minimal efforts.
It brings to the table several benefits that you cannot turn a blind eye to. To begin with, it takes away the pain of manual efforts. You can create customized email sequences each with its own personalized message, list of contacts and delivery time. Automation ensures that there are minimal errors that are prone to creep into manual operations.
Also, an email outreach tool can give you ground-level data on your outreach performance. Based on such data, you can devise strategic outreach efforts that will take your business closer to its goals. Sales professionals can reach more prospects. Marketers can begin relationships with publishers and editors. Website owners can get more backlinks while influencers can get into collaborations.