How email outreach differs from email marketing and how to choose the right tool

Email newsletters are one of the most night clubs and bars email list effective communication tools in digital marketing, approaches to using which vary depending on goals and objectives.

How does email marketing differ from email outreach? When and which method is more appropriate to use? How not to “miss” the choice?

We found out from Polina Kozhevnikova, head of the Outreach Marketing Department at Completo.

Email outreach: focus on personalized communication

Email outreach is a marketing strategy that involves sending emails to potential clients or partners with whom you have not previously had contact.

Unlike traditional email marketing, the key goal here is to get a response from the recipient and initiate a dialogue, rather than simply convey information.

As practice shows, email outreach is more often used in:

• B2B segment for establishing newsletters for february 14: how to tell a subscriber new business connections and promoting offers among cold audiences.
• In SEO and link building to get backlinks.
• In PR for communication with bloggers and journalists.
• In affiliate marketing to attract new collaborations.

Whereas email marketing is focused on interacting with existing subscribers, customers and potential buyers.

The main features of email outreach are as follows:

• As a rule, email outreach is not limit to one letter: a whole chain of letters is sent to remind about itself and increase the probability of a response. This allows you to gradually involve the recipient in the dialogue and increases the chances of a successful outcome of the campaign.
• The effectiveness of outreach clean email campaigns is measure not by classic indicators such as the number of clicks on links (CTR), but by the percentage of responses (reply rate). It shows how well the letters are composed, whether they aroused the interest of the recipients, whether they are relevant to their pains and needs.

Based on our experience and research, we can distinguish four levels of reply rate:

• Low (<3%) — emails are not personaliz enough, the database is irrelevant, or the domain is not warme up well. The campaign requires some work.
• Average (3-6%) is a standard result for most niches, when personalization is minimal (for example, only the name and company), and the offer itself remains quite broad.
• High (6-10%) – good response rate achieved through deeper personalization, base segmentation and optimized sending strategy.
• Very high (>10%) – excellent result, possible with hypersegmentation, customization of each letter and perfect match of the offer to the audience.

It is difficult to determine the conversion rate of a campaign at the start, it depends on many factors: segmentation of the base, quality of the letter and offer. Sometimes you can get more than 20% of responses, which is an excellent result, especially for highly targeted and personalized campaigns.

Another important advantage of email outreach is the high deliverability of letters. Unlike mass advertising mailings, which can end up in the Promotions or Spam folder, individually sent letters have a higher chance of ending up in the recipient’s main mailbox.

According to research from our colleagues at Emailtooltester, the average deliverability rate for marketing emails is around 83.1%. However, for individual emails sent as part of an outreach campaign, this rate can be significantly higher.

For example, the average open rate for cold emails is 44%, which again indicates a high probability of such emails reaching the primary inbox.

In addition, outreach letters are short, without complex formatting, and resemble personal business correspondence.

Most often, such letters contain:

• Short greeting and introduction.
• Reason for contacting.
• A specific proposal or request.
• Call to action (respond, agree to a meeting, etc.).