如何利用细分来增强冷电子邮件

An outreach campaign can be a double-edged sword. When you dedicate the time and effort to prepare them properly, cold emails can be a valid and effective method for connecting with new people within an industry or sector. However, if you don’t apply the right formula, you can end up in the spam bin and your reputation can suffer.

Segmentation is key when trying to achieve the right formula for outreach campaigns. Let’s see how this pivotal ingredient solves some of the biggest challenges of cold emailing and how to start segmenting your cold email lists.

冷电子邮件的困难

When it comes to cold emailing, one of the primary concerns for salespeople is being a “spammer.” This is somewhat justified because sloppy outbound will rarely have positive results.

好消息？bob官网官方网站使用正确的技术和工具进行冷电子邮件已验证有效性。

要以人们过滤电子邮件的方式找到一些逻辑，请查看您自己的个人收件箱：它可能有促销电子邮件，社交媒体通知，新闻通讯，也许还有许多您不立即识别的电子邮件。bob官网官方网站

Now ask yourself three questions:

哪些是您的“反垃圾邮件”本能告诉您删除而不打开的第一个？您删除的第一组电子邮件具有不良的主题行（不清楚或欺骗性）或可疑发送者，很可能两者兼而有之。
Which ones will you report as spam?You’ll probably take the time to report spam emails that you’ve received one too many times and/or the ones with a misleading subject line that had nothing to do with the content of the email or with you.
您会单击哪些？You’ll probably read and click on those that offered you some value.

在线有几种资源bob体育苹果系统下载安装best practices for crafting the subject line of a cold email。但是，为您的电子邮件列表中的人提供价值要非常棘手。要发送带有相关内容的冷电子邮件，您必须拥有有关收件人和正确细分的准确信息。

什么是细分？

Segmentation refers to the process through which salespeople and marketers group different types of customers. Even within very targeted markets, there’s room for segmentation.

For instance, if you are selling an application for writers, you may discover that your software is very useful for scriptwriters, journalists, fiction writers, and bloggers. Each one of these groups has its own characteristics and looks for a unique set of features and purchases in different places. That means you have to talk to each one of them in a personalized way.

在电子邮件参与方面，细分使所有不同。还记得我们谈到的“典型收件箱”吗？您的潜在客户不断受到数十条消息的轰炸，因此，将他们打开电子邮件的是您专门为他们提供的价值。

Recipients are75％的可能性要单击分段广告系列的电子邮件，而不是未分段的电子邮件。这就是为什么营销人员通常会根据他们的潜在客户和客户的特征将其电子邮件列表细分为量身定制消息的原因。

确切的目标应该是细分的起点。例如，如果您的目标是与特定区域的潜在房地产购买者联系，则应根据其位置进行分组。如果您还拥有有关他们可以搜索的属性类型的信息，则可以进一步完善该细分。您拥有的数据越多，越好。

如何开始电子邮件细分

1.个性化您的电子邮件。

当某人已经表达了兴趣或给您一些信息时，将您的电子邮件营销列表细分变得更容易。

For example, you can personalize the name and other details by using个性化令牌。这些是您可以用来个性化电子邮件广告系列的一小部分代码。

但是冷电子邮件呢？如果他们从未与您联系，您可以申请哪种类型的细分？

Even if you don’t have that much data about the people you are reaching out to, there are some basic characteristics you might have access to that make all the difference. Try to have at least two of the following before you segment your audience:

名
bob全站app公司名
Location
行业
经验等级
专业领域

您拥有的详细信息越多，越好，但是如果您至少有两个，则可以为最终的每个组进行细分并准备个性化消息。在交流中提供个性化直接影响您的消息的价值。

2.诚实和透明。

写冷电子邮件时的另一个重要元素是诚实：对您提供的产品和提供的内容保持直接。不要做出虚假的诺言。

例如，主题行说：“恭喜！您是赢家”可能会获得更高的开放率，但是如果他们打开您的电子邮件以看到您实际上提供了完全不同的东西，他们会感到失望 - 并且不太可能信任您的品牌。

In their book “可预测的收入，”亚伦·罗斯（Aaron Ross）和玛丽卢·泰勒（Marylou Tyler）在冷电子邮件中表达了诚实的重要性：“您真的想用谎言开始关系吗？如果您是首席执行官或销售经理，请不要允许或鼓励任何侵蚀完整性的事情。”

在设置第一个冷电子邮件活动时，您可能需要一些参考。建议查看successful cold email campaigns。但是，避免使用其他所有人都使用的相同的“自由模板” - 请记住，关键是要使其独特而个性化。

3.分析结果并根据需要发送后续消息。

通过电子邮件营销，实践变得完美。如果您第一次尝试与您预期的冷线接触无法正常工作，请分析结果。谁打开了电子邮件？谁点击了？后续电子邮件可能非常有效，尤其是如果您有一个系统，您可以根据第一次尝试的结果将收件人分割。

For example, if you sent out your email to 1,000 people and only 20 answered, but 200 clicked on it, you might still have a chance with that last group. They’ve become “less cold leads.” Make sure they receive a good follow-up email to create more engagement.

4.自动分割。

部分。使其成为个人和有价值的，但不要手动。手动细分或跟进您的电子邮件列表是耗时且不准确的。

It’s normal to have different sources or business tools collecting the contact information that you need to fill out your lists. But if you are thinking about a CSV file, you are going to waste time and run the risk of making errors.

Automation platforms为您提供应用内集成和第三方解决方案，以同步业务工具之间的联系人信息。这样，您就不必担心过时的信息或导入/导出数据。

In some cases, you can even make sure that the segmentation you created in one application using tags, categories, labels, or any type of attribute is in sync with your other business application. This type of synchronization works in the background, so you can set it up once and your data will always be up-to-date and available in the right place.

Another process you might want to automate is follow-up emails. You’ll be surprised by how easy it is to create automatic email sequences.