Email outreach

What is email outreach?

Email outreach is the process of sending emails to potential partners and clients to establish business relationships. This method is actively used for various purposes, such as placing links on third-party resources, obtaining commercial proposals from suppliers, or organizing joint publications. Editors of blogs, such as the editor-in-chief of Unisender, often receive requests for placing partner articles or links, which is a classic example of email outreach.

Why is email outreach needed?

Email outreach is a targeted sending of emails that requires careful selection of recipients based on the goals of your campaign. It is similar to a business email that contains a specific proposal. The main goals of email outreach include:

• Finding employees, contractors, and partners for project implementation.
• Improving SEO through backlinks on other resources.
• Selecting suppliers and obtaining their price lists for comparison of offers.
• Attracting experts to participate in events, provide comments, or curate courses.

For example, the RBC company invited participants to take part in a ranking of Russian businesses, focusing on technology companies, which is perfectly suited for the target audience.

How does email outreach differ from email marketing?

Unlike mass mailings, the goal of email outreach is not to sell products or services. It is intended to establish connections with specific individuals and achieve business goals. Email marketing is aimed at existing customers who have already interacted with your company, for instance, by subscribing to a newsletter or purchasing a product.

Although email outreach may resemble cold mass mailings, it is important to understand that recipients are carefully selected, and the content of the emails is tailored to each of them, which makes outreach less similar to spam.

How to launch email outreach?

To successfully launch email outreach, follow this algorithm:

1. Define the goal: Determine what you want to achieve from the recipient and what action you expect.
2. Identify the audience: Select criteria for filtering recipients, such as location, blog topic, and traffic.
3. Gather contacts: Use open sources and directories to find contact information.
4. Create a list: Compile a table with organization names, email addresses, and the status of sent emails.
5. Draft the email: Format the email as plain text and clarify the goal and expected action.
6. Send the outreach: Use regular email or specialized services for outreach mailings.

It is important to consider that for successful email sending, it is necessary to avoid spam by personalizing messages and adhering to sending rules.

Analyzing the results of email outreach

After sending emails, it is important to analyze the results. Evaluate the open rate and response rate. If emails are opened but do not generate responses, it may be worth reviewing the content and making it clearer and more valuable for the recipient. Remember that in email outreach, the response rate can be low, so the more emails you send, the higher the likelihood of successful collaboration.