|
|
In this publication, we summarized our own and clients' experience of launching cold mailings for B2B. This is a difficult segment, and certain rules apply here. Check out our recommendations and the services we use when working with cold mailings.
Collecting a subscriber base
To find real clients, it is important to virtual phone number service have a correct base. Manual collection will, of course, take much more time than automatic. But by manually collecting emails you will collect them more precisely. It is like picking berries into a basket one by one - they will be much cleaner right away than if you use a special combine. You will still have to sort them later.
The rule "the more, the better" does not work here. For relevant letters, the quality of the base is more important than the size.
It is also necessary to formulate the request clearly : the final table should include only those recipients who may actually be interested in your products. Examples of requests from our practice:
1. Organizations of the Russian Federation with a number of employees from 50 to 2000 in certain regions (Saratov + region, Volgograd, Samara, etc.).
2. Online stores in the Russian Federation or the Republic of Belarus that sell electronic equipment or clothing.
banner
Completeness of data for each addressee
Try to squeeze the most out of your database. The more data you collect about your subscribers, the better:
email,
Full name of the manager or decision maker,
company name,
website address,
INN (you can use it to find additional missing information).
More targeted and personalized emails reduce the number of negative comments, complaints, and unsubscribes.
All collected data will be useful for segmentation and personalization of letters. Most likely, many elements will also have to be finished manually. For example, in our cold mailing we had to write all the names and surnames in the right case and double-check the spelling of the company names.
screenshot
Fragments of a table with a cold mailing base
Validation and segmentation of the database
It is necessary to carry out validation - check that all addresses are valid . Delete non-existent emails so that they do not spoil the mailing indicators and the sender's reputation.
What services do we use for validation?
Mailvalidator for Russian-speaking audience.
Debounce or Clearout for English.
All the above services basically use the same email address validation algorithms. Rates for checking 1000 emails :
Mailvalidator – about $6.
Debounce – $5.
Clearout – $7.
The less time between validation and sending emails, the better.
The order of collection, validation and segmentation of the database directly influence higher response rates to mailings.
Dividing the audience into segments will help make more personalized offers for different groups. For example, for companies from the capital - one, for the regions - another.
Preparing to Send Cold Emails
Number of letters in the mailing list
It's better to send email chains rather than single emails.
Why is that? It is more convenient to gradually outline your offer in 4-6 short letters. And the likelihood that a short letter will be read to the end is much higher.
It is convenient to use special services to send chains. Thanks to them, the recipient will see all previous letters - the system will pull them up.
Cold Chain Shipping Services
Here we provide examples of services that we ourselves use for sending cold chains.
Snov.io . Allows you to search for cold leads based on your request and validate the leads already found: helps you understand who you can send letters to and who you can't.
The service can also set up warming up your email address and create email chains for the lead. This is very convenient when you need to send several emails to one recipient.
|
|
發表於 2024-11-7 17:44:59