Checklist Before Launching The Campaign
Introduction
In my 7 years of experience with cold email marketing, I've seen firsthand what works and what doesn't. Over the years, I've witnessed many common mistakes that can derail an otherwise promising campaign.
When people ask for feedback about their campaign, I always check this stuff, and there are common mistakes and inaccuracies that need to be fixed.
There is no mention of a copy, data source, or offer. All principles here are more about the technical side of the process.
This checklist is designed to help you maximize your outbound efforts, avoid common pitfalls, and ultimately increase your open and reply rates.
By following these steps, you’ll be equipped to create compelling cold emails that resonate with your target audience and drive successful engagement.
Let’s dive into the essential steps to get your campaign off to the best start.
1. Make Sure That Your Emails Are Valid
Validating your email list is crucial for maintaining a healthy sender reputation.
High bounce rates can severely damage your domain’s reputation, reducing deliverability and effectiveness. You can be blocked or suspended by Google, after all.
To avoid this, ensure your email addresses are verified before launching your campaign. Only valid emails should be considered, especially when you are just starting your outbound journey. It’s better less prospects, but better data.When you have a big and sustainable infrastructure and most of your mailboxes are 100% healthy, you can try sending separate campaigns to emails marked as Risky.
(By the way, I tried Risky emails for some clients, it turned out that bounce rates were not that bad - up to 5%).
There are several tools available for this purpose:● Instantly Email Verifier● Millionverifier● Snov.io● Clearout.io
Here’s the video about how I double-verify data from Apollo:
2. Clean Up Company Name
The company name variable in your emails should appear professional.
Avoid including any unnecessary elements such as LLC, GmbH, all capital letters, or special symbols. Ensure each company name looks like it was written by a person. People don’t usually mention a company like "Chemical Metal Directed Incorporation GmbH™" in emails.
You can use AI prompts at Instantly.ai to automate and double-check this process. Here’s a great prompt available:
Still, these names need to be double-checked. It could take 30-40 additional minutes, but recipients will appreciate that at least.
This small detail can make a significant difference in your engagement rates.
P.S. It also applies to names in Spanish, Swedish, Norwegian, any language where they use special symbols if you write emails in English. Jean-Sébastien or Jörg will most likely notice that your emails are automated, since usually in the regular correspondence we just use Jean-Sebastien or Jorg (Joerg).
3. A/B Test Subject Lines
By testing different subject lines, you can determine which messages resonate best with your audience and adjust your strategy accordingly.
Consider testing different lengths, tones, and keywords to see what works best for your specific audience.
The insights gained from A/B testing can inform not just your subject lines but also your overall messaging strategy, leading to more effective campaigns.
4. Add Spintax
Adding spintax to your emails can significantly enhance their variability and reduce the risk of being flagged as spam. Spintax involves creating different versions of the same email content, which helps to make each email look unique. This technique can increase deliverability and engagement rates.
Implementing spintax requires careful planning to ensure the variations are meaningful and maintain the original message’s intent. Properly used, spintax can make your emails feel more personalized and less robotic, which is crucial in cold email outreach.
Here’s my detailed guide + video about Spintax: Spintax in Cold Email Outreach.
If your email editor doesn’t support Spintax, use A/B tests with different messaging and personalize your emails based on data about your prospects.
5. Schedule
Scheduling your emails to align with your target audience’s time zones is crucial for maximizing open rates.
Consider your Total Addressable Market (TAM) when determining the best times to send your emails.
I usually split campaigns between the continents, use Mo-Fri schedule, 9 AM to 5 PM.
It’s also very important to track the day-offs and holidays.
6. Signature
Your email signature should be clear, nice and professional. You don’t need to include a lot of links, picture or many details.
Include your company name and an option to unsubscribe to comply with regulations and build trust. I prefer to use a simple phrase like, "If you wouldn't like to hear from me, let me know," to offer recipients an easy way to opt out.
A well-crafted signature not only complies with legal requirements but also reinforces your brand identity.
Personal touches, such as your name and title, can make the email feel more personal and credible, increasing the likelihood of a positive response.
7. Add Subsequences
Implementing subsequences in your campaign helps manage responses more effectively.
For instance, you can set up specific responses for "Out of office," "Not interested now," and "Interested" replies. Subsequence automation can streamline your follow-up process and ensure timely, relevant responses to your leads.
By carefully planning and structuring your subsequences, you can cater to different scenarios and keep the conversation going with minimal manual effort.
Here are three essential subsequences to consider:
● Out of Office: Automatically send a follow-up when you receive an out-of-office reply, scheduling a new email for their return.● Not Interested Now (Nurturing): Prepare some educational content + valuable follow-ups once in a while.● Interested: When you ask about an interest in the case study/video, the “interested subsequence” could include at least the link to the video/checklist/case study + follow-up after 2 days asking for feedback.
The example of OOO reply
When I write a separate article about subsequences, it appears here.
8. Notifications and Automation
Real-time notifications are essential for promptly responding to leads.
Set up integrations with Slack via webhooks and tools like Zapier to receive immediate alerts. Additionally, connecting your CRM to update lead statuses automatically can save time and ensure accurate tracking. For a detailed example, check out my article on Lemlist and HubSpot Integration.
By automating notifications and CRM updates, you can maintain a responsive and organized approach to managing your leads. Prompt responses to inquiries can significantly increase the chances of converting leads into customers.
Leverage automation to streamline your workflow, allowing you to focus on high-value activities while ensuring no lead slips through the cracks.
By following this checklist, you'll be well on your way to launching a successful cold email campaign.
Attention to detail in these preparatory steps will set you up for higher engagement and better results.
Thoughts? Feedback? Let me know: moc.oknemotgelo%40gelo
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