10 Tips for Successful Outreach Campaigns
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    Outline:

    1. Create your perfect buyer persona
    2. Use various lead sources
    3. Start with smaller numbers
    4. Keep scalability in mind
    5. Always verify leads
    6. Always segment
    7. Always personalize
    8. Make goal-oriented campaigns
    9. Analyze every campaign
    10. A/B test frequently, but don’t make it your goal

    A lot of smart tools and modern approaches give us the opportunity to generate leads quickly and easily whilst delivering email messages fast.

    Outreach campaigns are nothing new, companies big and small run them to acquire new clients, build partnerships and grow their business.

    However, outreach methods take a lot of practice to master. There are many aspects that novices don’t pay attention to, while professionals sometimes dig too deep into details.

    How do you find a balance in your outreach campaigns? What is important and what’s not?

    In this article, we discuss 10 tips for successful outreach campaigns. Take these tips and hacks on board so you can apply them to your business wisely.

    By wisely I mean there is no need to run out and implement them all right away, it’s always better to start with a few changes and make them really improve your results!

    A quick note before we start – we have compiled these 10 tips by analyzing the most usual mistakes people make while generating leads, creating messages, delivering emails and analyzing results.

    Let’s dive into the list of 10 tips below that will help you to avoid the most common mistakes!

    1. Create your perfect buyer persona

    Before you start generating leads and even before you plan any outreach campaigns, make sure you already have the perfect buyer persona created. You can call it a buyer persona, or a targeted audience, it doesn’t matter. What really matters is that you know who you’re targeting. It can be bloggers outreach for example or influencers outreach – whatever you wish. If it’s one of your first campaigns and you don’t have any previous tests, then it’s a good idea to create a few different buyer personas to use in your campaigns to test and compare. Knowing your buyer persona will give you an answer to the question of where to search for leads and what kind of leads you need. Without creating a targeted audience, a buyer persona, no lead generation makes sense.

    2. Use various lead sources

    Diversify! Actually, diversification is one of the basic aspects of every test. You should try different things and approaches to get different results. Same with leads and lead sources – make sure you have at least a few sources of leads. No matter how trusted you think the source is, have a Source-B to generate leads from. Do not assume – just test, then you will see how results may differ. The second reason for having a Source-B (or even a Source-C, D and E) is growth. You need to be sure you have room to grow and that you have plenty of sources to get leads from. What’s the point of starting outreach campaigns if you run out of leads!?

    3. Start with smaller numbers

    Start wisely and with smaller numbers. Don’t zerg-rush for all the leads you can get, don’t try to extract or generate as much as possible – you can end up always generating leads and never starting a campaign. The best scenario is to generate a few leads from various sources, let’s say 100-200 per source, and launch laser-targeted campaigns. Starting with smaller numbers will allow you to run many tests in a short period of time, thus giving you potentially better results when you go for bigger numbers.

    4. Keep scalability in mind

    Scalability is the key to growth – more sources, more leads, more campaigns, more sales. If you can’t scale your targeting, or lead sources, you will run out of leads. That’s why you need to plan how to scale even before you start. Scalability doesn’t mean only leads or sources, you need to scale your processes as well. Do you have a tool or people who can source enough leads, do you have people to analyze campaigns and reply to them, do you have enough salesmen to close deals? Just think of how you will solve these problems when you face them. We hope you face them because it’s the key to success!

    5. Always verify leads

    We keep saying it again and again because lead verification is a must! No matter how trusted the source is – verify it, and verify the leads you get from it. Some may be invalid, some may be “dead”. It’s not hard to run a verification process – just use one of the tools or services on the market and your leads will be verified in minutes. Thus you will increase your delivery rate, open rate, reply rate, and your sender’s reputation of course! Also, having a verified list of leads means you don’t have to spend more money on mailings than necessary.

    6. Always segment

    Segmentation is one of the first smart steps in your campaigns. By segmenting your list you will be able to run more laser-targeted campaigns. If you are not very familiar with segmenting, then start with splitting your lists by geographical location, gender, company sizes. Such segmentation will show you which targeting converts best and allow you to approach every segment in a more detailed and personal way. For example, you may notice that Men convert better than Women, or smaller companies are more likely to become your clients.

    7. Always personalize

    The more you personalize the more natural your email looks. Personalization by name or company name is a must, but that’s not the limit. You can use titles, geographical location, business type and many other parameters for personalization. Also, don’t forget to personalize both the subject line and email body, as well as your replies. Personalization improves all the metrics dramatically – starting with open rates all the way up to reply/conversion rates.

    8. Make goal-oriented campaigns

    Make sure your campaigns follow a goal. The goal is extremely important because that’s the ultimate metric. No matter how good your open rates or click-through rates are, if the goal is not met then this it’s a bad campaign and should be redesigned. The goal could be a sale, a registration, an application, or whatever is important to your business. Once you have your goal all campaigns should be created, measured and optimized to meet this goal. No metric is as important as your final, ultimate, conversion.

    9. Analyze every campaign

    Analyzing every campaign may sound boring, but don’t underestimate the importance of this analysis. Every campaign, small or big, unique or regular, is important. Every campaign can teach you something. When you analyze your campaigns you may notice some patterns or changes in your metrics and results. By recording and observing your campaigns you will definitely discover that some audiences convert better, some timing works better, some types of personalization work better than others and more.

    10. A/B test frequently, but don’t make it your goal

    We mentioned testing and analysis a lot in this article, but it’s always good to point it out once again. Not just test, but A/B test (run a live comparison) your sources, audiences, segments, personalizations, subject lines, copies, timings and more. Only A/B tests will allow you to create the perfect formula for your outreach campaigns. Once found work on improving it, don’t stop A/B testing! But keep in mind that A/B tests are addictive – there’s definitely no need to A/B test absolutely every minor thing, and test it again and again. Do it wisely and remember that the test itself is not a goal, the result is!

    Conclusion

    We hope these tips help you start your new email outreach journey, or improve your current one!

    Making mistakes is good, you learn from them, but hopefully, you make smart mistakes by using them to run your campaigns the smart way.

    The key point of this list of 10 tips is that you should pay attention to every step,  some details are not just details (like scaling), but major success and growth factors.

    If you want a hint that will help you to remember these tips, then keep just three words in mind – Diversify, Test, Scale.

    Have a great day and enjoy what you do!

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    Paul is a digital marketer and growth hacker with 10 years of experience. Currently a CMO at PromoRepublic and the founder of StartupRadius.com, Paul Shuteyev also consults digital businesses on various digital marketing aspects, such as lead generation, PPC, inbound strategies, conversion optimization and more.

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