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Follow Up Sales Strategies for Success!

Follow Up Sales Strategies

Follow Up Sales Strategies for Success!

Why Effective Follow-Ups are Key for Lead Generation and Closing Sales

Some say “the more the merrier”, however, we disagree. Our head of sales, Vanessa Huygen, gives some insight into follow-up sales strategies for success.

What is a Follow Up, and how would it help your lead generation strategy?

As a salesperson, following up with potential clients is essential to increase the chances of making a sale. Following up can involve pursuing something further or staying in touch with the client. Keeping the lines of communication open creates opportunities for more sales.

Your initial email to a prospective client must include a clear and straightforward way for them to book a call with you. Then, if you don’t hear back from them, follow up with a strategically crafted email. This is vital in ensuring steam isn’t lost on a potential sale.

If a call does materialize between you and a prospective client, and they tell you they would like time to think about your offer, you will still need to follow up after an appropriate waiting period.

According to multiple sources, most sales only occur after an initial point of contact, meaning that significant sales are likely to be lost without following up. However, it is not just about following up but effectively following up.

Follow-Up Email Mistakes to Avoid

Sales teams across all industries face a multitude of challenges and mistakes when it comes to following up with prospective clients via email:

A Lack of Knowledge In Effective Follow-Up Emailing

Many sales team members don’t follow the correct guidelines when structuring an email:

The subject line must be short, relevant and intentional, i.e. it must state exactly what the email is covering. Unfortunately, many people give little thought to a subject line even though it is the first thing that grabs a prospective client’s attention.

Lengthy emails are often difficult to read due to an overload of information. To avoid this, get straight to the point by identifying a pain point, offering a solution, and using strong language. This will capture the reader’s attention and keep them engaged

If you want your clients to take action, make it easy for them. They’ll lose interest if they have to search all over your email for a link. So instead, put the call to action where it’s easy to find and use.

The time you send an email is also vital, affecting the traction an email will yield. Emails are often sent at sporadic times without thought, lowering interaction rates.

Lastly, don’t send too many follow-ups. Many companies will fill a prospective client’s inbox with excessive emails, leading to frustration. Each email must have an intention, such as to introduce, remind or reassure. Don’t send thoughtless emails without purpose. Knowing when to stop is crucial.

A Fear of Follow-Up Cold Calling

Frequently, people will avoid following up together if it means they need to make a cold call. Most of the time, they fear they may inconvenience or anger a prospective client with an unannounced call. The truth is, it’s business, and cold calls are essential.

Many clients will be pleased that you reached out, as they may have forgotten to get back to you, for example. So even if you only get one sale out of twenty cold calls, it’s worth it.

Preparation is key to feeling more confident and at ease when calling too. Before you call, become familiar with all the relevant information about the prospective client or company. Many people fail to do so and end up sounding monotonous and bland.

Mistakes like this lead to a depreciation in lead generation and sales closures. Therefore, effective follow-up practices are vital.

Follow Up Sales Strategies for Success take notes

The Best Cold Calling Follow-Up Practice Tips from our Head of Sales

  1. Stay on Schedule

Once a prospective client selects a date and time to have a call with you, make sure you stick to it. When you have a client’s undivided attention, make the most of it and don’t waste the opportunity. This window is tiny, so use it wisely.

2. Keep to your Word

Ensure that you not only honor the date and time a prospective client has selected to have a call but also the promises you make. This will promote credibility and tangibility behind your name. Conversely, a single failure to deliver a promise can leave a bad taste in a client’s mouth.

3.  Set Reminders

You must always be on top of your arranged calls and tasks. A CRM software program is essential for any business that wants to monitor its client relationships effectively. It helps keep track of prospective clients so that nothing falls through the cracks. Zoho is a great CRM software to try!

4. Diversify Platforms

There are a variety of ways to reach out to potential clients. Start by finding a convenient platform for them, such as email. Then, if they do not respond, try another platform such as LinkedIn. Finally, if all else fails, a phone call may be the thing to seal the deal.

5. Chameleon your Client

If a prospective client is in the process of building their company, give them time and space. Alternatively, if they own or are part of a fast-paced, ever-evolving company, ensure you mirror their pace. If they sense that you can’t keep up, the risk of losing interest in your services will amplify.

6. Personalized Intent

Make sure to note all personal details and company-specific information before reaching out to a prospective client. Utilize social media platforms such as Facebook Facebook and LinkedIn to confirm names, facts, events etc. First impressions matter, and attention to detail will get you far!

7. Subject Lines

Subject lines need to be concise, catchy and intentional. You need to state precisely what the email will be about in one line. For example, a subject line including a first name or company name will make prospective clients more likely to engage

Follow Up Sales Strategies for Success take notes

Why Following Up Will Lead to Sales Success

As has been made clear, the main benefit of following up is a higher lead generation and increased sales. In addition, effective follow-up practices promote to-the-point subject lines, precise pain points, hooks and solutions, strategic send times and convenient CTAs. These are all set to quickly convince prospective clients of what benefit you will be to them.

Persistence

Respectful persistence is at the heart of follow-up practices. Pursuing prospective clients with these practices in hand is the best way to get the outcome you want. Without perseverance and the right tools, you risk slipping to the bottom of an inbox feed.

A constant communication stream between a prospective client and your company is essential to follow up. Maintaining regular contact ensures that you are top of mind when the client is ready to make a purchase. This will ultimately minimize the chance that a client will move away from your service offerings.

Each correct follow-up practice is another step in the right direction on your way to optimal company success!

How SCC Will Solve The “No Time To Follow Up” Problem for your Lead Generation Strategy

As has been made clear, effective follow-up practices are the beating heart of a successful company to prospective client relationships. However, because implementing these practices rely on thoughtful email creation and time commitment to research, we understand that you may not have the time. Luckily, there is a solution!

At SCC, we will ensure that your follow-up needs are taken care of. We will create subject lines, opening lines, email bodies and more for not only an initial email but all of the follow-up emails you need. SCC will cover everything down to calendar links and sign-off.

Personalization

We will take care of every step in the pre-sale interaction process, setting you up with a fine-tuned personalized email package. The emails will expertly alert prospective clients to their industry pain points and offer them your services in implementing a said solution.

We already have good follow-up practices down to a fine art so that you can put your time and energy elsewhere. So allow us to transform your emails into leads and leads into sales!

SSC: A Leading Lead Generation Company

Effective lead generation remains a core component of any B2B organization’s success and viability. This multifaceted and complex aspect of your marketing strategy requires you to engage experts who can deliver results.

As a company that lives and breathes lead generation, SSC does not leave anything to chance or guesswork. We measure every component of our outreach, from subject line to message content to the optimal time of day to approach your prospects.

Data-driven

With the data dictating our process from strategy to conversion and beyond, our SSC team will make sure your business starts this significant journey on a sound footing, guaranteeing a lead generation process that is effective, credible, authentic, and transparent.

SSC can make explosive growth your reality today, from generating a higher ROI and reducing your cost per sale to developing your ideal customer profile (ICP) to driving conversions. Our team is here to help you make the most of the SSC service suite. We’ll ensure no lead goes unmet and no opportunity is missed. Get in touch with us now to get started.

The Holy Grail for Software Companies

The Holy Grail for Software Companies

Solving The Ongoing Challenge of Hitting Your Quarterly Sales Targets

Hitting Your Quarterly Sales Targets

It’s a tale as old as time, and one we are all very familiar with. You KNOW that your business can offer prospective clients exactly what they’re looking for, but just how do you convince them to choose you over your many competitors? So how can one Hitt quarterly Sales Targets? 

It can be complicated to cut through the noise of it all, and solving the ongoing challenge of hitting your quarterly targets is a struggle all software companies are familiar with

So what’s going to make you stand out from the crowd? First, reaching the goals you’ve set out for yourself is essential, and it can often be discouraging when you’re not generating successful leads.

Hitting Your Quarterly Sales Targets

Luckily, there are solutions, and we’re here to tell you what those are.

First, we must consider exactly how we can reach the right people at the right time. So how do you find prospects interested in what you’re putting out?

Utilizing LinkedIn and email marketing are successful ways of reaching your target audience where they are. What’s more, these options of lead generation marketing are instant, easily accessible, and, best of all, free!

Next, perhaps the most critical step is to have a large enough pipeline to secure genuine, quality leads. On average, the number of targets you’re reaching out to needs three times the amount you need to close. So, if you’re trying to close 10, you must have 30.

Hitting Your Quarterly Sales Targets

To get a significant pipeline, nailing a hyper-targeted campaign via email or LinkedIn is essential. The more you hone in on your desired audience and their specific pain points, the higher your conversion rates.

So, we need to assess what our prospects need before ascertaining how we can help them. Focus on THEIR pain point first – what are they looking for? What is it the company is struggling with? Then, dig into the recurring needs of people within the industry until you find exactly what it is you can target, rather than focusing on the means to an end.

Opening with a strong one-liner that speaks directly to their unique pain points is a guaranteed eye-catcher and will have the reader pausing with a “they understand me!” moment. After all, relatability is everything.

We get it, hitting those quarterly sales targets is a feat many have yet to conquer. Building an extensive pipeline of the right audience and focusing on solving a genuine pain will help you get there. Personalize your messaging and let them know that you genuinely understand them.

Once you nail these elements, you will have a better chance of meeting your quarterly sales goals. 

Are you ready to smash those sales? Success!

Read our next article Follow Up Sales Strategies for Success.

 

5 Lead Generation Tips on Growing Your LinkedIn Network

5 Lead Generation Tips on Growing Your LinkedIn Network

Growing Your LinkedIn Network

LinkedIn is a social media platform that every business or singular professional must-have. And yet, it is still relatively foreign to most users. We know how to sell our brand, but just how do we generate the leads we need via the network? So first, we need to understand just how big of an influence the platform has.

LinkedIn is the number one social media site for accessing influential people, like-minded specialists and, most importantly, desired clients. There are approximately 810 million users across 200 countries and regions worldwide!

If you’re not using the platform to target your target audience, you’re missing out on a massive pool of potential business partnerships. But worry not; we’ve got the inside scoop on utilizing all that LinkedIn offers to the best of your ability, ensuring those leads come pouring in and your network doubles and improves your lead generation strategy.

Tip #1 Make your profile stand out

Without a complete, optimized profile, the audience you’re targeting, and potential clients you seek won’t fully understand what you do or precisely what you can offer them. Ensuring your LinkedIn profile is completely up-to-date, looks professional and reflects all your expertise and experience is vital. Here’s how to make your profile pop:

  1. Use your brand logo or company head as your profile image.
  2. Include an attention-grabbing banner image.
  3. Angle your ‘about’ section to the needs of prospective clients (what can you offer them that others can’t?) Sell yourself!
  4. Optimize all of your copy for SEO, ensuring relevant keywords clients may be searching are present.
  5. Showcase your industry experience, unique offerings, skills and awards or achievements.

Tip #2 Connect, connect, connect!

Growing your network is only possible if you reach out to the right people at the right time. So do some research about which of your target audience is present on LinkedIn. Then send out those connection requests! Then, not only will you have immediate access to competitor content, but you’ll also have your desired database on tap. Here’s how to start:

  1. Look through the suggested contacts LinkedIn will provide, and begin with those! Chances are they’re 50% of the people you want to reach or are mutual connections with the network you seek.
  2. Stay consistent, sending no less than four requests a day.

linkedin networking

Tip #3 Send direct messages & engage with connections for better Lead Generation

We cannot stress enough how important it is to remain active on LinkedIn. What is the point if you’re not engaging with your connections? Right? One prime way to reach the people you seek is to send out direct messages introducing yourself or offering your services.

  1. If you already know the connection you’re messaging, you could start by presenting them with a campaign idea on how they can grow their business further.
  2. If you don’t know the connection and want to form a relationship, simply reach out with a short, punchy introduction to your company and offer – again, sell yourself.
  3. Always include a website or contact (aside from LinkedIn) that they can reach you on to further your connection

Tip #4 Post regularly & keep your feed interesting 

Being active in connecting with your network via messages is simply not enough to keep eyes on your brand. Adding extra value is vital and offers a great way to promote your unique services further. Keep things interesting by:

  1. Sharing links to exciting podcasts or articles you and your target audience will relate to.
  2. Curating and posting informative blogs that shed insight on applicable themes and services.
  3. Offer unique insight and insider knowledge to your network, showcasing how much value your company has to add to the industry.

Tip #5 Become a part of your community

Connecting and interacting with like-minded individuals and businesses is key to broadening your insight into the industry. Making your presence known to critical players in the sphere. Becoming a part of your community is a great way to grow your LinkedIn network and your client base! Here’s how to do it:

  1. Join groups where your clients will be. LinkedIn allows you to join up to 100 groups. Still, it distils those you want to be a part of by searching for keywords related to your target audience and unique business offering – an easy way of finding “your people”!
  2. Become a part of discussion boards and comment sections focused on your niche. This is an excellent opportunity to connect with similar minds in real-time.
  3. Celebrate the successes of your clients and partners, praising their achievements and showing those that matter that you’re “in their corner”.

We understand how overwhelming such a large platform can be for companies looking to expand their network, but by following these five simple steps, you’ll be on the road to success in no time! The future is now, and staying in the know and active on social media is a great way to reach prospective clients and business partners. So, are you ready to get LinkedIn and lead generating?

SSC: A Leading Lead Generation Company

Effective lead generation remains a core component of any B2B organization’s success and viability. This multifaceted and complex aspect of your marketing strategy requires you to engage experts who can deliver results.

As a company that lives and breathes lead generation, SSC does not leave anything to chance or guesswork. We measure every component of our outreach, from subject line to message content to the optimal time of day to approach your prospects.

With the data dictating our process from strategy to conversion and beyond, our SSC team will ensure your business starts this important journey on a sound footing, guaranteeing a lead generation process that is effective, credible, authentic, and transparent.

SSC can make explosive growth your reality today, from generating a higher ROI and reducing your cost per sale to developing your ideal customer profile (ICP) to driving conversions. So get in touch right away and let our knowledgeable team assist you in learning more about the SSC service suite so you can make sure no lead goes unnoticed and no opportunity is missed.

Read Next Article The Holy Grail of Software Companies

How To Measure Your SDR Team for Cold Email Outreach

How To Measure Your SDR Team for Cold Email Outreach
excited woman looking at a laptop

Cold Email Explained

Email marketing delivers the highest ROI to marketers than any other channels, including social media. Cold email outreach campaigns can help you to reach more potential customers and make more sales, so it is an art that requires mastering.

Cold emailing requires finesse because there’s so much noise to cut through in your prospects’ inboxes. The average person gets up to 147 emails per day, and they will barely open 10 percent of that amount.

Source: GIPHY

While you might not be able to harness the divine power as Jim Carrey did in Bruce Almighty, you can outsource the difficult tasks to professionals who can do it better and more efficiently! However, if you have hired a team of Sales Development Representatives (SDRs), you need to stay on top of things. Ensuring that their methods are working towards achieving your business goals.

You don’t have to micromanage, but periodic checks with some key performance indices (KPIs) will help you to measure the success of your cold email outreach.

In this article, we’ll look at the KPIs for measuring the success of your SDR team’s email outreach. First, let’s get through what a great cold email is, and is not.

What Is a Cold Email?

First things first. Let’s get you acquainted with what a cold email actually is. Many SDRs think that cold emailing is ‘spraying and praying’- or randomly sending out non-targeted emails with the hope that someone, anyone, will respond. This results in low open rates and subsequently, little to no conversion.

A cold email is an email sent to a potential customer that has not previously contacted you or expressed interest in your product or service. However, cold emails are intentionally sent to people that you suspect will need your solutions.

The success of your cold email outreach will therefore be determined by how many new leads and eventually, customers that you get.

KPIs for Measuring Your SDR Team’s Cold Email Outreach

Remember you can’t optimize what you don’t measure. These metrics will allow you to dial in your SDR performance.

a group of people in a meeting
SDR teams need to track the efficiency of their cold email methods regularly.

1. Cold Email Open Rates

Most SDRs are fine with losing 97% or more of their leads. They say ‘that’s just how the market works’ or something along those lines, but that’s not true.

There’s no reason why you should settle for 2-3 percent conversion rates when it is possible to attain open rates up to 28.46%.

To determine the effectiveness of your cold email campaign, you must measure the open rates of the emails you’re sending out. If your prospects are not even reading the killer copy and offers that you’re sending them, what’s the point?

If your open rates are low, your SDR team may have to change their approach to cold emailing to achieve better results.

2. Response Rates (Positive and Negative)

Measuring responses is a highly important metric in determining the efficiency of your cold email approach. This covers both negative and positive responses. Taking binary responses into account will help you further streamline your target market since you can derive insights from recurring patterns in your positive responses.

For example, if all the emails that got positive responses had a certain subject line style, you could conclude that that is a component that you should use consistently.

Basically, measuring your responses will help your SDR team to determine which cold email approach is most effective, and fine-tune their methods in the process.

measuring cold email campaign
Tracking your cold email progress helps to know which approach works best.

3. Appointment Rates

It is also important to measure how many interested prospects you get further down the sales funnel. Potential clients that read your organization’s emails and agree to discuss further are rare and welcome green lights, so it is necessary to track what helped in securing their interest to that point.

Securing acceptance and appointments is a strong indicator of good salesmanship. It takes skill to pique the interest of prospects and even get them to go from ‘oh no not another email’ to ‘wow, I’d like to know more about this offer’.

You can keep track of appointment rates by measuring the percentage of follow-throughs against the number of opened emails.

4. Success Rate of Different Profiles

Prospective clients or points of contact are always divided into different tiers in the organization. You could be sending emails to CTOs, CEOs and Procurement Managers. Or Content Marketers, depending on the service you’re offering. Those who you think would be responsible for decision-making in the organization that you’re targeting.

With that approach, it would be very important to track the profiles of the prospects that you’re getting positive responses from. This data would help you to reduce guesswork and channel more marketing effort towards the right prospect profiles.

Let’s say you’re emailing CEOs and Procurement Managers of a particular organization, for example. If you consistently get responses, whether positive or negative, from the PMs, that is an indicator that PMs are the contact people to focus on in that organization.

5. Best Converting Verticals

If your SDR team is sending out emails under different verticals, it is also crucial to measure which of those verticals have the best conversion rates.

For instance, if you have cold emails for target industries like SaaS, tech, small businesses, etc., and the SME verticals are doing good numbers, you need to find out why.

An in-depth analysis into intent, message value, and delivery would help you discover what makes that vertical stand out. Then, you could apply the same approach to the other verticals for better results.

Conclusion

It is not enough to be busy in business; what matters is getting busy doing the right things. Things that help you achieve your business goals. Pumping out cold email batches may make you feel like work is getting done. The main goal is results.

Monitor the progress of your SDR teams with cold email campaigns, so that you’ll be well-informed to do more of what works or change your approach if necessary.

Further Reading – Pupils should constantly search affordable-papers.net for extra information when writing a research document.

Your B2B Lead Generation Cheatsheet to Grow Your Business

Your B2B Lead Generation Cheatsheet to Grow Your Business
b2b lead generation growth

B2B lead generation is complex — the sales cycles are long, customers fewer, and it involves more decision makers. This makes it far more complicated than B2C lead generation where customers are many and sales cycles are shorter.

That’s why it’s vital for any B2B business to give special attention to their lead generation efforts. If you don’t do it well, you may as well end up wasting a lot of your marketing budget, and here’s what would happen to your campaign:

Lead generation campaigns can fall flat when not executed properly. | Source: GIPHY

This is perhaps the reason why marketers gave preference to lead generation in 2020 as well. That said, to ensure that you have a steady stream of leads and customers, we’ve put together this B2B lead generation cheatsheet.

So, let’s dive right into it.

Cheatsheet for B2B Lead Generation in 2021

From email marketing to content marketing, there are loads of approaches that you can take to generate leads for your B2B business. Here are the best B2B lead generation hacks to help you out.

1. Email Marketing

Email marketing is a great way of going about B2B lead generation. It’s highly effective as well with an ROI of over $40 for every single dollar invested in it. The best part about it is that you can not only use it to acquire leads but also to nurture them and move them further down your sales funnel.

Here’s how you can leverage email marketing for B2B lead generation:

  1. Build a list of potential prospects.
  2. Collect their email addresses.
  3. Draft a cold email and send it over.
  4. Send reminders after a few days, if they don’t reply.

While this may seem simple enough, there can be many challenges in the way. Simply compiling a list of prospects and sending out cold emails won’t help your cause. As the Black Panther would say:

black panther we don't do that here meme
Source: Imgur

The key here is to segment and micro-segment your email list to be able to craft targeted cold email campaigns for B2B lead generation.

You can segment your audience based on their interests, demographics, or even locations. This can allow you to target particular buyer personas and thus personalize your offerings further. As a result, they’ll be more likely to find the email relevant.

With micro-segmentation, you can take this targeting one step further. You can dive deep into your audience and create granular clusters among them. This allows you to further personalize your cold email’s messaging.

2. Email Automation

Sending out cold emails can be a great way to approach B2B lead generation. However, when you’ve to scale up your cold email outreach, it can get challenging. That’s where email automation comes into the picture.

Using it, you can set up autoresponder sequences that will work without the need to intervene manually. All you’ve got to do is leverage an email marketing tool like Mailchimp or ActiveCampaign and add your email list to it.

You can then segment your audience and create an email template to send to each segment. Next, you can set up autoresponder sequences that get activated based on how the recipients respond to them.

For instance, if the recipients don’t reply to your email, the autoresponder sequence will send a second email after a few days.

3. Email Deliverability

When you’re doing cold email outreach for B2B lead generation, it’s also essential to look at your email deliverability. You might have an enormous email list, but if the emails don’t get delivered, you’ll end up wasting your time and budget.

To improve your email deliverability, here’s what you can do:

  • Get your domain verified to ensure your emails don’t go to spam folders.
  • Filter your list regularly to avoid those emails that bounce.
  • Be consistent with your email volume.
  • Don’t send spammy emails to avoid getting marked as spam.
  • Encrypt emails to build trust among the receivers.

4. Marketing Research/Data Analytics

To generate leads, it’s essential that you target your marketing efforts well. For this to happen, you need to do in-depth market research.

The idea is to understand exactly who your audience is as this will help you customize your messaging, which, in turn, can influence your B2B lead generation.

If you’ve already got a website or customers, you can dive into their data and try to understand who exactly shows interest in your brand and buys from you.

While numerous tools can do the job for you, it helps to have a combination of professionals and tools. We, at SSC, combine both to deliver the most detailed and accurate database that can help you target your marketing campaigns better. From demographic to technographic data, we cover it all.

5. Content Marketing

Yet another way through which you can do B2B lead generation is content marketing. Nearly 70% of marketers leverage it for this purpose. Content marketing involves creating and distributing high-quality content in the form of blog posts, images, videos, etc.

Content marketing helps B2Bs hit their marketing goals.

The idea behind it is to become a helpful resource for your audience. Doing so can help in improving your brand trust and may encourage your audience to become your leads.

Here’s how you can go about content marketing:

  1. Find out the pain points of your audience.
  2. Create content around how you can solve them and weave your products or services into it.
  3. Add internal links to landing pages or registration pages.
  4. Leverage search engine optimization (SEO), social media, email marketing, etc. to distribute your content and grow its reach.

Final Thoughts

Lead generation has a critical role to play in driving your business growth. Without it, you can’t expect to generate sales and drive revenues.

To generate leads, it’s essential to leverage email marketing. You must segment and micro-segment your email lists and personalize your emails for the best results. When dealing with email outreach on a large scale, it helps to use email automation to engage with your prospects without any manual interference.

Additionally, you should pay attention to email deliverability as it can make or break your campaign. It’s also equally important to conduct market research and analyze the data collected as well to understand your audience. Without doing so, even the best of campaigns can fail.

All of this can seem challenging to implement, but we can help. Get in touch with us and we’ll help you grow your business.

Uncovering A Marketing Secret: Email Personalization At Scale

Uncovering A Marketing Secret: Email Personalization At Scale

Email personalization at scale requires a well thought out, organized workflow. No ifs, ands, or buts about it!

The more personalized your emails are, the more valuable they will be to the recipient, and the better your response rate will be.

Example of email personalization at scale

The inverse is true as well – if your emails aren’t personalized or relevant to the recipient, you have a greater chance of having recipients mark your email as spam and that will burn out your domain and your results will tank.

When sending emails, you are sending your message to people who all fit different profiles and have different needs:

market segementation for cold email outreach
Draft your emails to speak to each persona in your recipient list at the same time | Source: Shutterstock

Emails are an effective way of reaching your audience and speaking to them directly. When you’re talking directly to your audience or customers, it’s best if you personalize the conversation.

Doing it for a few prospects can be easy. But what if you have hundreds or thousands of prospects or customers who you are reaching out to, you need a well thought out process to do email personalization at scale successfully.

This article will help you learn how to manage email personalization at scale.

Let’s dig in.

Why Email Personalization at Scale Matters?

It’s easy to send out a random templated email to your customers. However, that may not get you the results that you’re looking for. It might be opened at all and sent to the Junk folder directly. Customers need only a few seconds to decide whether they like your marketing message or not.

Case in point — emails that have a personalized subject line are 26% more likely to be opened.

Moreover, about 70% of millennials are frustrated because of irrelevant emails. By leveraging email personalization at scale, you are able to engage the recipient of your email on a one-to-one basis, driving more engagement because the reader feels that you are speaking directly to them.

Email personalization statistics
Image via SmarterHQ

It is not only millennials who demand personalization. Nine out of 10 consumers (91%) are more likely to buy from brands that personalize their offers and recommendations.

If you’re not personalizing your emails and communications with your customers, you’re already falling behind in the game, and subsequently, your competition.

There are numerous examples of brands that have benefited from personalization, and Amazon is a prime example among them. Every email that it sends includes personalized recommendations for the customers.

Personalized email from Amazon
Source: Amazon

How to Achieve Email Personalization at Scale?

What’s in a name? That which we call a rose by any other name would smell as sweet”… Romeo knows what’s up! Adding your customer’s name in your emails is the simplest personalization you can do.

But there’s a lot more to email personalization at scale than just that. You need to truly dive into the psyche of your audience and understand them.

To do this, you need to pull together data about your prospects and customers. Once you have this data, you need to make sense of it and figure out how to personalize your emails for your customers.

But gathering all relevant and reliable data, crafting an effective email that leverages that data, then sending that personalized email to the right people at the right time can be a huge challenge. As long as you have the right tools and the right strategy, this can be done.

So, let’s take a look at the different methods to help you achieve email personalization at scale.

1. Utilize Behavioral Analytics

To personalize your emails, you need to first understand your customers by figuring out their preferences. While you can figure that out by carrying out surveys and asking your customers, behavioral analytics can help too.

Here’s how to collect behavioral data:

  1. Segment your audience into different buyer personas. In your email outreach, you may want to speak differently to a CEO prospect versus a Director level person because they have different pain points. Segmenting your audience will help you craft the right message for the right recipient.
  2. Understand the customer journey for each persona. Does your prospect have purchase authority or do they have to ask a supervisor? Knowing this upfront will help you personalize your message more effectively.
  3. Track customer behavior for each persona. Looking at open rates, response rates, click-through rates, and other parameters is a great way to track customer behavior for each persona. As they click through to your website, UTM tracking helps in driving prospects from emails to your website so you can see their path to purchase more effectively.
  4. Create an icebreaker for each contact that is a point that would be relevant to them and feel personalized. Have your researcher look at blogs each prospect on your list wrote and make note of it in the spreadsheet where you are keeping your outreach list. Create a column in your spreadsheet where you can add an “icebreaker” which is a reference note about the person that you can relate with them on when you reach out to them. Write it in such a way that it drops naturally into the message of your email. Note which posts on their blog that they posted and take a snippet from it. Then when you send an email you can include copy like “I love your post on {{topic x}}. It really spoke to me.” This turns into a very personalized email and shows this was not an email sent to everyone. You want to show them that you took the time to research THEM so your message becomes genuine and well informed.

Boosting Your Conversions via Email Personalization at Scale

Did you know that you can personalize images in your emails to increase conversions?

Segmenting your audience and using behavioral analytics to gather insights can help you understand how to effectively personalize emails.

Imagine receiving a cold outreach email that includes a personalized image to grab a cup of coffee together so you can pitch them. Businesses see a 2x increase in conversion rates when this type of email personalization at scale is implemented.

email personalization with images in email
Email personalization with images: “[{Yourname}], let’s grab a coffee and I’ll tell you how we can help you.” Source: Lemlist

2. Establish a Team

To achieve email personalization at scale, you also need a dedicated team in place that can oversee your transition from a traditional email marketing approach to a trigger-based approach.

The idea is to ensure that the transition is smooth and gets implemented without a hitch. Your team should include:

  • A Campaign Manager who is managing the entire program
  • An IT Staff Member
  • One or more SDRs – Sales Development Representatives who are sending out emails and replying to recipients who want to learn more. Their goal is to schedule as many sales appointments as possible.
  • A researcher who is building your list using tools like LinkedIn and other market research tools. This is an evergreen process.

Bear in mind that this team would need to continuously work together to improve your email personalization results.

3. Employ Technology

Finally, you can’t go anywhere without technology and automation when you’re planning to do email personalization at scale.

Image Source: Giphy

The right technology can help you create numerous personalized variations and triggers that wouldn’t be possible manually. At the same time, email marketing automation enables you to send out such emails on autopilot when the actions related to the triggers take place.

Some of the email automation tools you can check out are:

  • Mailshake
  • Hubspot
  • Woodpecker
  • Mixmax
  • Lemlist
  • Active Campaign
  • Clickfunnels

Conclusion: Personalize Your Emails at Scale Now

Email is an important marketing channel and personalization is a great way of getting the best out of it. Consumers demand personalization from brands and if you’re not delivering it, they may end up going to your competitors.

To wrap up, you should utilize behavior analytics, analyze customer usage, set up a dedicated team for personalization, and employ technology to achieve email personalization at scale.

However, doing all of this yourself can be challenging. It always helps to work with experts. We, at SSC, have a dedicated team of professionals who can help you with this and many other things. So get in touch with us now.


How A/B Testing Can Make or Break Your Cold Email Outreach Strategy

How A/B Testing Can Make or Break Your Cold Email Outreach Strategy

Cold emails form an important part of a B2B lead generation and marketing strategy. But cold emails are no secret codes to success. When you’re doing outreach through cold emails, you need to have a strategy in place. But the key here is to ensure that your emails appeal to the receivers. The only way to find this out is through A/B testing them.

A/B testing helps you find out what exactly gets most of your receivers to open your email and take the action that you want them to. This makes it a critical component of cold email outreach that helps in optimizing your emails for better results.

So, how can you perform A/B testing on your emails?

Let’s find out.

How to do A/B Testing for Your Cold Emails

A/B testing is an elaborate process that’s aimed at testing each element of your email like subject line, email body, call-to-action (CTA), and more, to figure out what works the best. Based on these tests for every element, you’ll be able to find the best combination for your cold emails.

So, let’s dive right into how you can do it.

1. Setup a Champion and Challenger System

If you’ve already been conducting cold email outreach for a while now, you may have an email that’s performed the best. You need to fix this email and all its elements as “champions” as they’ve given you the best results until now.

Then, you need to pick up each element and come up with a few alternatives. Each of these would be a challenger that would “challenge” the champion.

The idea is to test out each variant of the elements while keeping all the other elements constant. If it’s the challenger that outperforms the champion, it’ll become the champion. But if the champion performs better, you can move on to another challenger and conduct the same test again.

Think of them as two gladiators (one reigning champion and the other, a challenger) battling it out for you to determine which one’s better.

champion challenger a/b testing strategy

This champion-challenger or A/B test is a continuous process. You need to go on testing regularly so that you can constantly improve your results.

2. Test Subject Lines

Subject lines are extremely important for all emails, especially cold emails. You won’t be a known sender for the email receiver and this means that you need to try harder to get their attention. As a result, the only element that will determine if the email will be opened or not would be your subject line.

After all, don’t we all want to stay away from spammy emails that seem to “shout” at you, like the one below?

Example of a spammy subject line

That’s why you need to A/B test your subject lines continuously to figure out which ones are delivering the best open rates. The idea is to intrigue your receivers and grab their attention so that they open your emails.

The Hustle does a good job at this. All their emails have catchy subject lines that instantly grab the attention of the receivers and nudge them to open them.

Some of the variations that you can use are:

Subject Line Length

  • Short
  • Long

Capitalization

  • Title Case
  • Uppercase
  • Lowercase
  • Sentence Case

Subject Line Components

  • Emojis
  • Personalized Words (Name, Company Name, etc.)
  • Promotional Words

3. Test Email Body

The email body is yet another important element of cold emails and it determines if the receivers will dwell on your email long enough to see the call-to-action (CTA)

Just like the subject lines, you’ll also need to use the champion and challenger method for A/B testing the body of your email.

The idea is to come up with the most engaging cold email possible.

Some of the aspects that you can vary across the email body are:

Body Length

  • Short
  • Long

Tone

  • Humorous
  • Casual
  • Conversational
  • Serious, etc.

Personalization

  • Name
  • Product Choices
  • Addressing Their Problem, etc.

Visuals

  • Images
  • Videos
  • GIFs
  • Infographics, etc.

4. Write Informed Conclusions

Finally, the conclusions of your emails are essential elements and need to be extensively A/B tested to figure out which ones work the best.

That’s because this is the spot where you’re going to put up your CTA which will determine if all your efforts until now will bear fruit or go in vain.

The email’s conclusion needs to be crisp and actionable so that the readers get inclined to take the action that you want them to. Similarly, the CTA needs to be just as attractive to get them to click on it.

Some of the elements of the CTA that you can vary are:

  • Position
  • Button/Text
  • Button/Text color
  • Color of text in the button
  • CTA text content

For instance, note how Rachel from HubSpot has sent a cold email to set up an appointment. The CTA in this particular email is a text CTA that’s placed above the fold. It’s also colored blue to make it pop out. Finally, the text content clearly describes what the receiver would be doing on clicking it.

A/B Testing: An Example

A great example of an A/B tested email is one from Shane Snow. He sent out an email to 1000 executives and A/B tested various elements to figure out which ones gave the best results possible. Here’s the email he used:

Image via Fast Company

He A/B tested the email’s subject line to figure out which one had a greater impact on the receivers. The two subject lines he used were:

  • Quick Question
  • 15 Second Question for Research on Annoying Emails

This had a direct impact on the email open rates. 51.2% of the receivers opened the email with the shorter subject line. On the other hand, only 48.8% of the receivers opened the email that had the longer subject line.

The subject lines also had an impact on the action taken by the receivers. About 66.7% of all the replies came from those emails that had the shorter subject line as compared to 33.3% for the longer one.

Final Thoughts on A/B Testing

A/B testing is an integral part of any email marketing strategy and if you’re not doing it, you’re not utilizing your marketing budget to its full potential. You need to adopt the champion/challenger framework and start optimizing your subject lines, email body, and CTAs to get more clicks and revenue.

However, we know that this process can be challenging, especially with other marketing tasks. That’s why we have a team of experts who can help put your plan together and optimize your email campaigns. So, reach out to us now.

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Managing Productive Teams Remotely

Managing Productive Teams Remotely

Managing Productive Teams Remotely – When the COVID-19 pandemic hit, companies were forced to shift to a work from home model or stop working altogether. Widespread lockdowns imposed by governments meant that employees could no longer come to the office or meet face-to-face.

This meant that businesses had to change their approach and strategies to suit the work from home model. Meetings were replaced by video conferencing and regular communication required companies to adopt solutions like Slack, Trello, Microsoft Teams, and Zoom, among others.

So, if there’s one thing that we’ve all learned through this pandemic, it’s how to use digital solutions to manage both your tasks and teams remotely while ensuring great productivity.

We understand these things well. SSC is a truly global company and we’ve got team members in 7 countries — all working remotely. Over the years, we’ve learned some important lessons about managing remote teams from focusing on work-life balance to nurturing relationships with each other. Here’s what we’ve learned so that you can implement it in your organizations too.

Strategies to Manage Remote Teams Effectively

Over the course of the pandemic induced remote working tenure, we’ve learned several things about how you can make your team productive even while working remotely.

Here are the key strategies that we employed to make the most out of the situation:

1. Engagement is Key

When you’re under a single roof, it’s easy to engage with your team. You may meet them for conversations regularly and even the employees may interact with each other multiple times a day.

However, these things change when you go remote. Everyone’s at a different location and this may lead to lower engagement. That’s why you need to put in a special effort to engage with your team and encourage them to communicate regularly too.

We leverage Asana to manage our tasks and Skype to communicate and engage with our team. Some of the other things that we prioritize while working remotely are:

  • Constant and open communication to avoid communication gaps.
  • Clear deadlines to ensure that things are completed on time.
  • Realistic workloads that can be completed in stipulated time and don’t hamper the team’s work-life balance too.
  • Constant prioritization of work and being flexible when needed.
  • Clear communication lines with clients to deliver services that match their expectations.

This has helped us smoothly transition into this new normal.

2. Daily Huddles

In an office environment, it’s easy to get everyone aligned on a common goal. You’d typically interact with most of your key members regularly. However, when you’re working remotely, it’s essential to make this a daily ritual.

We followed the practice of having daily huddles with the key team members. This helped us keep each other updated on things to ensure that we were all aligned and on the same page.

3. Regular Team Meetings

Just as it’s important to get your key team members aligned regularly, it’s important to get your team involved as well. This is where team meetings come in handy. Here are the advantages of hosting such meetings:

  • They help you interact with your team in real-time and engage them
  • You can share your goals and vision with them
  • Helps bring your team together around the goals

We hold management team meetings twice a week to ensure that we’re all on the same page. Our team works across 7 countries so we factor in the time zones and also the times when people are working to decide on meetings. To manage all the projects and tasks, we leverage Asana which helps with the smooth functioning of our company with a globally distributed team.

4. Share Success Stories

When you’re working remotely, it can be easy to get demotivated. In fact, about 8% of remote workers face motivational issues, according to a study. One of the core reasons for this is that you may lose a sense of purpose or goal when you’re not working with your team around.

managing remote teams
Learn to manage your remote team productively!

This is exactly why you need to give sufficient impetus to boosting the morale of your team. One approach that we find very helpful here is that of valuing each individual in the organization. To showcase their importance, we explain how they contribute to the overall goals of the company. Yet another strategy that works extremely well for this is sharing success stories, and more importantly, celebrating those successes.

We regularly share even the smallest of success stories and celebrate them together, virtually. This has helped us keep the team’s motivation levels high.

5. Encourage Break Out Meetings

Break out meetings are an essential component of growing your business, irrespective of whether you’re working remotely or in the office. They work as a great way to engage your team and also get them to think and learn by discussing things among themselves.

Platforms like Zoom support breakout meetings and have helped us conduct numerous such breakout meetings throughout the year.

6. Put the Onus on Your Team

A great way to boost the trust that your employees have in your company is by trusting them to work productively. For this, you should get them to measure their performance and report it, instead of the other way round.

This sort of self-assessment not only reinforces your trust in them but also helps them figure out how much effort they’re putting into work. Such an assessment and realization can improve their productivity and push them to do better.

7. Share New Ideas

Yet another strategy that’s worked for us is sharing new ideas. We not only shared new ideas but also encouraged the team members to come up with theirs too.

Not only that — it’s also important to face and solve all the challenges together — as a team.

This sort of participation from the team gives them a sense of purpose and also helps the entire team tide over the problems together. This can dramatically improve the productivity of your team as well.

It’s equally important to expect and welcome mistakes. To deal with them, we, at SSC, hold meetings about them. The purpose behind these meetings is to figure out the root cause of the mistakes so that we can avoid them in the future. We also discuss various challenges faced by the team during management calls to figure out how to face them, just like the Avengers do.

8. Encourage Play and Team Fun

When your employees are in the office, you’d likely have sessions or days when the team could have some fun. Even something as simple as a coffee break would work as a great way for your team to bond.

While managing a remote team, you should ensure that you encourage the team to spend some time on play and fun. Even a virtual coffee break would be a great idea.

At SSC, we take fun and play as seriously as we take our work and that’s why we have dedicated activities to keep our team from over 7 countries engaged. Some of the activities we do are:

  • Weekly virtual stretching classes with a personal fitness instructor.
  • Monthly activities for team building like a virtual cooking class with Gordon Ramsey.
  • Sending out quarterly swag boxes to make everyone feel special and a part of the team.

This helps our team bond better and also keeps the spirits high.

9. Combine Video and Text

Video meetings can be a great way to have some face to face interaction with your team. However, it’s not practical to do video meetings all the time. You need a platform that can help your team members interact among themselves and also as groups. That’s why you must strengthen your team’s communication by using some messaging tools like Slack or Microsoft Teams.

Utilizing tools to maintain proper communication is key to remote management

These tools can allow your employees to communicate with each other and also allow them to coordinate among themselves. They also help them manage day-to-day processes.

Final Thoughts

By driving your team’s engagement, measuring its performance with clear metrics, and sharing your team’s successes, you will get your team aligned around a common goal. This will help you measure the team’s overall performance and success.

You must also encourage your team to engage among themselves, have some fun time, and also support them with a text messaging and collaboration platform.

Do you have any questions about managing remote teams? Ask them in the comments below and we’ll answer them.

Breaking Down Cold Emails: Elements That Drive Engagement

Breaking Down Cold Emails: Elements That Drive Engagement

Sending cold outreach emails to introduce yourself to new sales prospects are challenging to get right. But when you nail it, it will mean a lot of difference for your business.

Email marketing is one of the most reliable methods of marketing your brand and generating sales. Numerous brands leverage cold emails to grow brand awareness, drive lead generation, and generate sales.

More than 4 billion people use emails today and they provide an extremely high ROI of up to $42 for every dollar spent. In the past 12 months, the conversion rate of a cold email is 15.11%, making it a powerful marketing tool.

Unfortunately, not all email campaigns end up becoming successful. Sometimes they end up in the Junk or Trash folder for some reason or another. If this happens to most of your emails, then Houston, we have a problem.

Numerous factors need to be considered to ensure your email marketing campaign’s success, but the most important element is the email itself. You need to write and format your cold emails in a way that will captivate your readers and get them to notice your brand.

So, let’s take a look at some of the most important elements of cold emails that you must consider.

Important Elements of Cold Emails

Here are the major elements of cold emails that you should ace when dealing with cold emails:

1. Personalization in Cold Emails

Personalization was an advantage in the past, but now it’s a necessity. Over 91% of consumers prefer to buy from brands that personalize their recommendations and offers. Amazon, eBay, and other online retails store are great in this aspect.

Around 70% of millennials say that they are frustrated when they receive irrelevant emails. Most of them do not even bother to read the email and send it directly to the Trash. To avoid sending your emails to the Junk folder, you. need to personalize your cold emails and get the attention of your prospects. That’s elementary, my dear Watson.

When we say personalization, it’s more than just adding the name of the receiver. You also need to know about the receiver’s character and craft a highly relatable cold email.

Find a particular element that’s common among your group of prospects, then send out a personalized email to them that they all can relate to.

Rand Fishkin from SparkToro has a great way of going about personalization. Note how he’s added that the email is his personal one. This would prompt the reader to reply to the email.

Example of personalized email by Rand Fishkin
Personalization in your cold emails will break the ice and speak one to one with your prospect | Source: Email

2. Subject Line

The first thing your reader sees when he or she receives an email is the subject line. Readers won’t click on your email if they don’t like the subject line. Here are some tips to keep in mind when writing the subject line:

  • Make it short and sweet. You need to write crisp, clear, and interesting subject lines for all your cold emails so the receivers would be inclined to click on them to open your email.
  • Make the subject lines short because about 42% of people check their emails using mobile devices.
Percentage of email users using mobiles
Image via Litmus
  • Your subject line should be relevant to the content of your email. Irrelevant subject lines may lead the readers to mark your email as spam.
  • Personalize the subject line by using words like “you” and the receiver’s name. These can improve the chances of them opening your email.
  • Having an emoji in your subject line can also push more people to open your emails. 🎉😇

3. Establish Your Credibility

When you’re sending a cold email, remember that the receiver doesn’t know you or your brand. That’s why it’s critical to establish your credibility through your email.

Mention your brand name because it is possible that some people may have heard about it than your name.

Some of the other tactics you can use are:

  • Add links to your website and social media pages.
  • Insert links to case studies.
  • Mention some testimonials in the email or provide a link to them.
  • Talk about some prominent customers.

4. Company Name in Email

Another way of establishing your credibility is by sending cold emails through your company email and not from your Gmail or Yahoo Mail. This looks unprofessional. Your prospects might think that your business isn’t a well-established one since it doesn’t have an email address of its own.

Next, add the company’s name on the sender’s name too. For instance, you can add both the company and employee names.

In this example, note how Vidyard sends emails with the sender name “Tyler at Vidyard.”

Using company name in sender name example

5. Call-to-Action (CTA)

No cold email is complete without a hard CTA that tells your receivers what action to take. In the case of cold emails, these actions could be:

  • Set up a meeting or a quick call.
  • Head to your landing page and signup.
  • Register for a webinar or event.

Whatever the purpose of your cold emails may be, your CTA must be present in the email and should highlight the action that needs to be taken.

Here are the things you should remember when creating your CTA:

  • Use a color that contrasts against the other text or background.
  • The color of the text should be in contrast with that of the button.
  • CTA must be placed prominently.
  • CTA should explain the action that needs to be taken.

For example, here’s a great CTA in an email by Adjust and Tyroo. The CTA clearly says RSVP Now for the event.

CTA example for RSVP Now
Image Source: Email

Start Sending Cold Emails

When you’re sending out cold emails, make sure that you leverage all the best practices carefully to improve your campaign’s chances of success. However, there’s a lot more to cold emails than just that.

You need to:

  • Address the pain-points of the prospects and explain why your product or service solves them.
  • Trigger an emotion that leads to the prospect clicking on the CTA.
  • A/B test your emails for perfection.

Our experts at SSC can help you with all of this and a lot more. We can craft powerful strategies and campaigns that can drive your brand growth. So, talk to us now for a customized quote.


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