5 Elements of a Successful Outreach Campaign

Reaching out to your leads, potential partners, collaborators, or influencers may be tricky. Well, for starters, they receive hundreds of emails or messages daily. So, how can you make yourself seen or heard through all this noise? 

Well, we’re going to share 5 key elements to make your outreach campaign successful: 

Do the research and outline your outreach goal

The first step to any powerful outreach approach is to define your outreach goals. These may be:

Nurturing leads

Educating leads about you and your offer

Building a relationship with your audience

Making first-time contact with potential leads

But, also conducting intensive research on your target audience you can better understand them and also start to craft the best message they can positively respond to. Let’s say you’re a non-profit organization on child traffic awareness and you want to start a campaign where you plan to raise more funds for the organization. 

The first step in developing a successful outreach campaign is to create an ideal consumer profile (ICP). This is a fictitious persona that has all of the qualities that would make them the best fit for the solutions you provide. In the example above, these are the best people to donate to your organization. And if we’re talking sales they’re the best companies, or people to buy the solutions/products you provide. 

The next step is to build a prospect list that matches your ideal customer profile. This will enable you to connect to people or companies that are most inclined to purchase or donate and it can also show if they are worth pursuing.

Choose the most effective outreach channel 

Now, it’s time to pick the channel you plan to set up your outreach campaign. From the information gathering in the first step, you can easily identify from where you can see a positive response rate. For example, in case you discover that your potential leads are active on LinkedIn, you have to make an effort to get in contact with them there. So, your best bet is automated LinkedIn outreach. 

If your potential leads prefer to receive emails and are more prone to open and respond there, then your channel for effective communication will be email. 

However, to make your outreach campaign even more successful is a multichannel outreach method that makes use of more than one outreach channel. This means you can combine your efforts via email, LinkedIn, phone, or even social media. In doing so, you could pique a lead’s interest through the channel they prefer and work your way up to setting up a call or making them donate. 

Leverage the exposure social media can offer

This ties well with what we’ve mentioned above, that you should invest in a multichannel outreach strategy. However, due to the nature of social media, you need to be timely in your engagements with potential leads. So, try to follow and interact with people from your targeted pool. Like, comment on their posts, respond to their DMs, and try to nurture a relationship and in time you can leverage this relationship into a positive outcome for you and your campaign. 

Personalise your campaign messages 

This means everything should spark their curiosity, from the email subject line, to the body text. An attractive email subject line is what convinces the potential leads to actually open the email you’ve sent them. Hubspot has found out that 35% of recipients open their emails based on the subject line alone. So, a bad subject line can slim your chances of engaging a potential lead. It can also make you lead into their spam folder or even worse banned from sending emails (oh the horrors!). 

Here's a good example of a good subject line that doesn't get you banned but gets your emails opened:

Anything between 17-28% is considered a good open rate, so, anything higher than that is what makes your outreach campaign successful. The same goes for the click rate, 2% is considered good, and anything above is excellent and what you want!

Next, you need to engage your audience to read the email you’ve sent them and persuade them to take the action you want them to take. So, make sure your email copy is short, sweet, and says many words in only a few. Make it easy for them to read but also easy for them to understand and entice them enough so they purchase your products, book a call with you, or donate to your organization or cause. 

Use psychology to your advantage here, force them to thin. Your potential leads treat their inboxes as to-do lists, so your email has to make them feel they’re not just ticking another thing of their list. Don’t discuss the features of your products or service, state the outcome, how you help them solve a specific problem. Show them what you can do for them. 

Follow up always, track your progress, and optimise

You should constantly track your email outreach campaigns to understand who opened your emails, how many people clicked on links, who downloaded attachments, and more. This information can be used to determine who to send email to. 

Tracking your results can help you grow your business by providing relevant information and data that can improve your email outreach campaigns. No matter what your email outreach goals are, these tactics will help you create a successful email outreach campaign that gets results.

Outreach is a complex process that needs to be fine-tuned and optimized. There is no one-size-fits-all approach. It's usually the details that count when closing a deal, which is why you need to balance every element of your strategy, no matter how small or seemingly insignificant. Are you ready to start your next successful outreach campaign? We’re here to help and also here to offer our expertise. Let’s chat and see if we’re a match ;)