Outbound marketing remains one of the most effective prospecting channels, but potential customers are developing even less patience for outdated communications tactics. To make the most of your outbound strategy, avoid common mistakes that send emails into the trash.
Consumers deal with hundreds of ads and messages every day, starting from the moment they pick up their smartphones in the morning. They don’t have time to listen to irrelevant pitches, nor will they notice anything that blends into the background. You can’t just yell louder to be heard — you need to give people what they want.
1.PERSONALIZATION WITHOUT EVIDENCE
Amazon addresses everyone by first name, but no one feels like Amazon’s best friend. Autofill alone doesn’t turn a generic email into a personalized one. Instead of playing fill-in-the-blank with prospect personalization, use tools to create personalized experiences that get people interested.
“Personalization includes an array of awesome, data-driven techniques that bring in substantial ROI,” says email marketing brand Campaign Monitor. “These techniques include making recommendations based on past purchases, using dynamic content to fit consumer preferences, showing an understanding of purchasing history, and taking advantage of data to promote compelling offers.”
Leverage gated content on your landing pages to turn interest into a mailing list sign-up and a potential conversation. If someone clicks through certain pages on your website, track that activity and provide more information on those topics. Follow up on abandoned shopping carts; send occasional reminders about wish list items. Focus more on individuals’ needs to take connections from passing to permanent.
2.NONEXISTENT SOCIAL PROOF
“Any positive comments about you, your business, or even your product function as social proof,” says Flora Frichou of brand trust company Trustpilot. “These online sentiments are endorsements that this person, company, service, or product is great, and that the overall customer journey has satisfied previous shoppers.”
People trust other people — even people they’ve never met. Reviews, client testimonials, and case studies can convince prospects that your offerings are the perfect fit for their situation.
Regularly update your social proof to keep pitches fresh and relevant. People will eventually tire of the same two smiling people sharing their love for your brand. But if they see a steady stream of fanatics, they’ll be triggered to find out what’s so great about your business.
Consumers deal with hundreds of ads and messages every day, starting from the moment they pick up their smartphones in the morning. They don’t have time to listen to irrelevant pitches, nor will they notice anything that blends into the background. You can’t just yell louder to be heard — you need to give people what they want.
1.PERSONALIZATION WITHOUT EVIDENCE
Amazon addresses everyone by first name, but no one feels like Amazon’s best friend. Autofill alone doesn’t turn a generic email into a personalized one. Instead of playing fill-in-the-blank with prospect personalization, use tools to create personalized experiences that get people interested.
“Personalization includes an array of awesome, data-driven techniques that bring in substantial ROI,” says email marketing brand Campaign Monitor. “These techniques include making recommendations based on past purchases, using dynamic content to fit consumer preferences, showing an understanding of purchasing history, and taking advantage of data to promote compelling offers.”
Leverage gated content on your landing pages to turn interest into a mailing list sign-up and a potential conversation. If someone clicks through certain pages on your website, track that activity and provide more information on those topics. Follow up on abandoned shopping carts; send occasional reminders about wish list items. Focus more on individuals’ needs to take connections from passing to permanent.
2.NONEXISTENT SOCIAL PROOF
“Any positive comments about you, your business, or even your product function as social proof,” says Flora Frichou of brand trust company Trustpilot. “These online sentiments are endorsements that this person, company, service, or product is great, and that the overall customer journey has satisfied previous shoppers.”
People trust other people — even people they’ve never met. Reviews, client testimonials, and case studies can convince prospects that your offerings are the perfect fit for their situation.
Regularly update your social proof to keep pitches fresh and relevant. People will eventually tire of the same two smiling people sharing their love for your brand. But if they see a steady stream of fanatics, they’ll be triggered to find out what’s so great about your business.
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