Increasing cold email engagement rates.

Company: Series A Startup

Context:

  • Low email engagement rates directly impacted the potential for sales demos, qualified leads, and conversions.

Painpoints

  • While there were a significant number of leads gathered from the free user tier, email campaigns had proved broadly unsucessful in engaging these users.

  • The target audience was software developers, a user group that spends little time in their inbox. This posed an even greater challenge in making contact.

  • Previous attempts to adapt email copy had proved unsuccessful in changing engagement rates.

Results

  • I developed a new email sequence template that could be used for cold outbound.

  • Within 1 month, email engagement increased by 5%.

  • Notably, both open rates and click-through rates improved.

How I Helped

Hyper-personalization tactics

  • Recognizing the need to build trust and rapport, I tailored the tone to be personable and transparent — dispensing of typical sales jargon.

  • We segmented our audience into two groups: independent contributors and key decision-makers. Tailored messaging ensured each email felt relevant to each segment’s daily pain points & level of authority.



Clear & compelling CTAs

  • I made sure emails were to-the-point and provided value in each exchange through pointing out relevant resources the audience would find helpful in their-day-to-day work.

  • Each email created a clear call-to-action prompting the recipient to engage through visiting a resource, joining a hosted training, or booking a call. I also utilized formatting and, when appropriate, emojis to increase scan-ability.

Implementing A/B Testing

  • To refine email content and identify the most effective elements, we used A/B testing across different copy variations and calls to action. This allowed us to gather concrete data on what resonated most with our audience.

Tools

  • Mailshake

  • LinkedIn

  • Seamless.ai