Letting people know that your business exists and that your brand is among the very few they can trust is one of the most crucial milestones that every business person dreams of. Brand awareness is vital to every company’s prominence and longevity and in this post, let’s tackle the issue of using cold email to build brand awareness.
Here are some steps that can make you successful in such an endeavor.
Table of contents
- Make a personalized email (that truly cares!)
- Give a message that promises to help
- Respond in the quickest time possible
- Avoid extremely ‘salesy’ messages
- A Catchy Subject Line Is Beneficial
- Use Cold Email Templates
- Send A Welcome Email
- Segment your email list into groups
- Take care of Brand Image
- Adding Value in your cold email content
- Include a CTA which is strong and effective
- Create short emails and to the point
- Your email and landing page should be in sync
Make a personalized email (that truly cares!)
Presenting your brand as it came from an emotionless machine is the worst mistake you could make. Knowing this, you must craft a personalized message that truly suits who is it you’re trying to have a conversation with.
Of course, emails are read on computer screens and cellphones, but it doesn’t mean you can copy-paste them to various recipients and expect those people to reach out back to you. Though electronic gadgets are the means of reaching out to clients, you have to include a personal touch on your messages. A friendly, helpful approach could never go wrong in every aspect of dealing with life, be it in business or anything else.
If you can show your prospective clients that you are a human being who truly cares for them, it will highly emphasize the chances of people recognizing the uniqueness and usefulness of your products. Showing your human side is an excellent way to start your brand awareness campaign.
Related Reading; Cold Email Strategies: Popular tips that don’t work.
Give a message that promises to help
If you approach people by asking them a favor first, there’s a high chance you’ll be instantly rejected. Since cold emailing is mainly about approaching total strangers, it is genuinely unwise to make it too obvious that you want to sell something to them.
The ideal first act should be offering them something helpful, like a way to make their lives better, a way to improve their career, or a method of improving their self-worth.
If you have the knack for writing, make a blog site that contains stuff they can read. If you like to talk in front of a camera, launch a vlog channel that they can watch. If you want to use your voice, make podcasts that can help them with anything.
Though you can’t present such content right in your email, you can post the links of those on your message. If you make a compelling enough message that promises to give something valuable, there’s a big chance that your brand will stand out among your competitors because your first approach is not to sell but to offer the help that people need.
But promising something and delivering that promise are different things. If you made a promise, do your damnedest to fulfill it. Failing to do so would hurt your business badly and defeat the purpose of building brand awareness.
Related Reading: How Do You Pitch Your Business in A Cold Email
Respond in the quickest time possible
When conducting a cold email marketing campaign or other marketing strategies, keep in mind that the vast majority of folks you approach will decline. Every business person should embrace this truth.
However, when they send a reply and show some interest in what you’re offering, you have to make sure that you respond in the quickest manner possible—the shorter the response time, the better.
One of the wrong sides that technology has given us these days is that people have become very impatient. It means that the longer you let your clients wait, the higher the chance they will forget about you and look for other similar companies.
Make sure that you’re still appearing friendly and helpful in making your responses. You will not only gain sales with this, but you will also have the upside of being recommended to the friends of those clients. This is another way of boosting your brand’s popularity, right?
Avoid extremely ‘salesy’ messages
To elaborate on the previous items further, here’s another thing you have to avoid: Don’t present yourself as a salesman, or you’ll be cast out even before you enter the door. Unless people come to you and tell you they want to buy your products, approaching them and telling them “buy this, buy that” will be a wrong way of starting their day, or yours.
Even if you have already established the “helpfulness part” of your tactic, being too salesy with your continuous dealings with your clients is still a bad idea. Never stop offering them something helpful from time to time to show them that you genuinely care and that you are a friend and not a business entity.
This approach will establish your brand because you are a natural companion and not some corporate figure who only wants their money.
A Catchy Subject Line Is Beneficial
Including a captivating subject line in your cold email is the best method to increase your leads. You should expect higher click-through rates if the subject line is appealing, leading to higher conversion rates.
When composing the subject line, it is critical to maintaining balance. If it’s too long, the user will lose interest, and if it’s too short, you risk providing insufficient information. Furthermore, phrases like discount, offer, incentive, and can influence viewers’ attention.
A short email with a distinctive subject line provides the impression that the sender is direct and up-to-date. Compared to something expected, most people are drawn to fascinating or innovative content/services. A creative title that specifies the solution they’re looking for is also likely to establish a trustworthy brand reputation.
Adding adjectives and verbs to a monotonous line might make it exciting and intriguing. It’s important to remember that the subject line eventually convinces the recipient to read the email.
Use Cold Email Templates
Cold Email Marketing can enhance brand awareness. So Build your email templates such that it is both practical and appealing. Cold Emails are now responsive, focusing on getting their message across and giving the recipient a fantastic experience. Customers are more likely to respond to emails that they are familiar with. As a result, ensure sure your landing pages and emails are in sync.
When creating a cold email template, keep the following points in mind:
- Are the fonts, colors, call to action, and layout compatible with the company’s branding?
- Is the logo being appropriately utilized?
- Is the information about the company prominently displayed?
- Is there a personal signature or the business name in the email message?
Related Reading: Converting Clients Using Cold Email Templates
Send A Welcome Email
The Welcome Email is an excellent opportunity to establish the tone for all subsequent email correspondence. Surprisingly, many companies still refuse to use it. The first several emails usually have the highest open rates, so why not take advantage of that?
A brand will feel much more personal if it tells the newly enrolled user what to expect from future email correspondence. You might also give them the option of selecting the amount of email correspondence they want to get (weekly, monthly, etc.).
This gives the consumer the impression that they are more active and that they are not about to be overwhelmed with emails that they are unlikely to read. The email may include a list of links from which the subscriber can choose and then transfer them to other lists or add tags depending on which links they visit.
From a marketing point of view, segmenting consumers in this way with an email message can open up many possibilities for email personalization down the road.
Segment your email list into groups
Custom-tailored email content based on a client’s interests, past behaviors, and location is much more likely to be appealing to a customer than a mass email that may or may not be helpful.
With a personal touch in your email, segmentation helps you connect with your customers better. Because the emails your customers receive are highly tailored based on their preferences and interests, it develops trust and credibility.
Related Reading: Market Segmentation: What is it and why is it Important?
Take care of Brand Image
Decide on the image you want your company to project. Is it severe or friendly and welcoming? Decide and follow through with it. Maintain consistency in your brand’s communication with customers at all points of contact.
As a result, customers will feel more connected to your brand, and they will look forward to receiving your emails.
Adding Value in your cold email content
Another vital component of your brand awareness plan should be to provide value with your cold email content. As a result, you should provide relevant and valuable material to your subscribers rather than sending emails promoting sales. You must understand your target audience, including their interests and preferences. This could even help you improve your consumer interactions.
You can also use cold email marketing to send valuable content relevant to industry knowledge, finished projects, and so on. If that isn’t enough, you can take your brand awareness campaign to the next level by hosting informative webinars and events and sending out invitations. It would increase subscriber engagement while also making them value your business on a personal level.
Include a CTA which is strong and effective
Sure, if your cold email messages are interesting, categorized, and personalized, then your open and click-through rates have improved. But, what are your plans for the future? Encourage the customer to take further action to raise brand awareness. And it’s for this reason, having a strong and effective CTA is critical for improving the consumer experience while also increasing brand awareness.
However, only include one CTA in your email and clarify what they must do and what they will receive as a result. This will keep the subscriber’s attention and urge them to continue to the next stage of the buying process.
Create short emails and to the point
Most people check their emails in today’s world while on the road. That is why it is essential to send short emails and to the point.
Try incorporating graphics instead of just words. Compared to text-based emails, emails featuring graphics have a greater open rate.
It’s important to remember that generic texts can divert the user’s focus. You need to think creatively and break away from traditional layouts to get more audience attention. Even if you use a text-based approach, make sure the information is exciting and clear. For lead generation, it’s critical to provide value with each email.
Many people don’t have the time or patience to read long emails. Today’s consumers prefer short, to-the-point content that rewards them regularly and is simple to use.
A concise, customized email with clear information is effective on all levels and develops a significant brand image.
Your email and landing page should be in sync
To provide your customers with a consistent brand experience, ensure your email and landing page are in sync. As a result, make a conscious effort to synchronize your email marketing with your landing page. Begin by presenting the offer provided in the email campaign on your landing page.
Furthermore, it is critical to maintaining the same creative style throughout moving from the email to the landing page so that the customer feels at ease. It should have a consistent brand message, from the front and brand logo to the layout and color, to increase brand awareness among prospective consumers.
Consistency, offering solution-focused content, adding effective CTAs and email templates, personalization, and highly optimized campaigns are the keys to increasing brand awareness through cold email marketing.
A well-crafted cold email marketing campaign can last for months, encouraging customers to return for more visits and conversions.
If you’re not making the most of your cold email marketing plan, it’s time to start creating content and newsletters and thinking about keeping those users getting back.
Recommended Reading: How To Determine Your Target Market For Your Business