Old vs. New School in Cold B2B Email Marketing Outreach
Until recently, the outbound email marketing efforts were mainly go-out-and-get-customers. These traditional methods were developed in an era of more passive media consumption and distribution. What is the difference between the old vs. new school in cold b2b email marketing outreach? Old school marketing was all about using traditional channels such as commercials on the radio and television, roadside billboards, magazine ads, cold emails, and cold calling. These were the prime examples. But, things have changed.
Over the last couple of decades, the language of marketing has evolved. The internet turned the marketing game inside out.
New school marketers have kept the traditional methods that still work. They have combined them with digital technology to communicate with consumers on a different and deeper level. New school marketing relies heavily on internet channels as:
- Social networks;
- Blog publications;
- Websites, etc.
Technology made us more efficient, more precise in targeting our audience and more personalized in our B2B marketing outreach. But, it cannot, however, do the whole job. That’s because B2B products, services, and solutions tend to be complicated and expensive. To educate buyers and to build trust requires making a substantial investment. You need good, old-fashioned human interaction which wasn’t the starting point to most of the traditional marketing tactics. Now, the new kind of marketing outreach also includes techniques for communicating directly to your audiences, like banner ads and Google AdWords. It kept the cold calls and direct emails. Because they proved to work. The tried and true tactics have changed with the times. Yet, the innovative new outbound marketing techniques are a promising new option with a lot of potentials, especially when it comes to email marketing outreach.
We often tend to forget the great power of the oldest form of online communication — his majesty, the email. Email marketing is the thing, especially in B2B email marketing outreach strategies.
A recent statistic by Hubspot indicates that 86% of businesspeople prefer email over other channels of business communication. And when it comes to choosing the most influential sources of information for a B2B audience, email is at the top.
Old vs. new kind of email outreach
The old approach was one-size-fits-all. Period. For a long period of time, this was the only considerable way to get in touch with your desired audience using email, but some statistics showed up that opened the marketers’ eyes:
- The average person gets over 120 emails every single day;
- 47% of the emails people get, fill their spam or promotional folder;
- You need to expose your prospect to your offer 8–9 times before he/she actually decides to buy.
So what can a modern marketer do to stand out from the crowd?
“The thing with cold outreach is that you have to make it fun. Now, more than ever, sales are a human-to-human connection. Cold outreach works when you treat a prospect like a human rather than another name on your list”, says AJ Alonzo, the Marketing Director of Demand Drive.
Yes, it all comes down to improving your cold emails by adding a human touch flavour. The old way of B2B email marketing outreach meant that you will have to send multiple emails over a longer period of time to people who you don’t know and hope that someone from your list will take a look at your offer and pay for it. Not anymore.
The modern approach starts from the same foundation with an impactful difference: personalize the emails before you send them and keep on investing in the prospects buying cycle.
It’s not about pushing a direct offer anymore, but rather to tell them about the product and in which ways it can solve their pain points. It’s all about education, not disturbing the wrong people with the right messages.
Don’t even try to sell in the first B2B email marketing outreach. The strategy should be different — do the selling pitch when the prospects are ready to buy. Make sure to prepare them for coming up with the purchase decision by enriching the prospect’s email inbox with useful, data-driven content like case studies, scientific research, etc.
The personal connection goal
Still, the main argument of marketers who write off cold emails is that they are ineffective (although statistics show that on average the open rate of B2B emails is 3.2%). Why is that?
You can create them and attach plenty of useful content insights, but you focus the email campaign to people who usually don’t know you and you don’t know either.
No matter if you choose the old or the new approach, email remains one of the most personal ways to communicate with people. And just like regular emails, cold emails need to be personalized too. And since they are sent to people you are not connected to, you have to personalize them even to a greater extent.
Modern marketing outreach means creating a personal connection by mentioning something that will make your email stand out from the crowd.
For example, you can start by mentioning a common interest, complementing their business strategy, etc.
The power of conversational style
The old cold emails were generic and professional. The new ones come in a conversational style. Try harder to avoid complicated wording, long phrases and even the use of business jargon. Instead, talk to your B2B audience as if you would to a friend — directly and personally.
So many words, so little action
Until recently, cold emails often ended up in the trash folder because they are sent to prospects by strangers. Then marketers learned a crucial lesson. Our emails can avoid this “spam” fate if you include in them a clear and straightforward offer.
This means that your prospect needs to immediately understand how their business can benefit from your product or service. To do this, use numbers, social proof, and make sure to mention how your solution can help them solve a specific problem they face.
One email is never enough
One reach-out cannot be sufficient anymore. A good practice would be to create a personalized series of emails and send them out over a period of time.
Modern marketers use the power content to send out as many nurture emails as they have available. They do this to keep the prospects coming back for more and investing their time in learning about your product.
The purpose: Engaging and raising interest in prospects that are not quite sure about your product or service. And for the ones that are already going towards the purchasing decision — to keep them curious and help them finalize their decision.
To wrap up
Don’t be fooled by the whole “outbound marketing is outdated” thing. It still works. No matter how much the marketing industry has changed, the basic strategies for B2B email marketing outreach remain the same because they are based on the fundamentals of human nature. No matter how the B2B marketing world will change and evolve, the foundation of email marketing outreach is not going anywhere.
If you have struggled last year to hit your marketing goals using inbound-only tactics, 2020 may be the perfect time to incorporate some outbound growth strategy to boost your sales.
Last, but not least, it is time to reward you by giving you a 3-months outbound growth strategy. On that way, you will get your B2B email marketing back on track.
This article was originally published on BizzBee Blog.