In order to get through the 2nd lockdown many teams are focused right now on short term, common goals.  This doesn’t mean however that we can’t continue using proven processes, they just need to move as efficiently as possible.

If you are a seasoned marketer with years of experience using cold email outreach then you will be ramping things up right now with various different strategies all at play to help you make the most from the digital asset you have been investing in.

If however you are new to cold email outreach and only just coming to terms with how it might work as a channel to market for you then don’t worry, we have created a short and simple plan to help you get going.

We call it S.O.C.C.E.R.  It is designed to help you achieve short term goals, under pressure such as lead generation and appointment setting that will help you achieve your overall aim.

Below are some helpful tips around your own S.O.C.C.E.R. game:

Strategy

Remember to decide upon a strategy in order to achieve your goal.  If for instance, your goal is to generate more sales within a specific sector then take a look at what you have been doing since March and try to identify what strategies worked then build your fresh strategy around those learnings.  Remember to bank learnings. Always bank learnings.

For instance, you may decide to run a webinar full of value and drive traffic to this webinar from a specific sector.

Offer

Remember to create an offer that will help attract your prospect audience.

• Offers can attract customers, increase sales and help improve the image a brand has.
• Offers give the human an event they can take an action against – they are a logical goal of the “buy” journey.
• As humans we prefer (in fact we need) to be told when to buy and we will wait for events to signal those moments to us.
• An offer can help a person feel confident in their decision to buy a product and/or service from a brand they recognise and trust to deliver specific value.
• Tell your audience when to buy.
• Buy Now
• Limited Time Offer – From Monday for 24 hours or 1 week you can Buy…  Deadline Driven.
• Buy One, Get One Half Price Offer.
• Payment Plan
• Early Adopter Discount
• Exclusive Offer (VIP Customers Only)

Copy

• Keep your copy personal
• Keep your copy really, really simple
• Don’t confuse people with jargon, especially cold suspects.
• Don’t go on too long, keep it short and to the point.
• Use bold, but don’t use too much of it.
• Personalise your copy as much as possible
• Make your copy as relevant to your target audience as possible.

When writing copy, think like your suspect – be sure to avoid using complicated terminology.

Call To Action

Make the action clear and easy to follow.

• Telephone
• Web link
• Replies
• Schedule a meeting (calendly links)

Email Delivery

Focus on deliverability first then open rate, then click rate, then registration rate then conversion rate.

• Check your SPF, DKIM and DMARC settings
• Check the reputation of domain (and monitor it)
• Send slowly to improve deliverability
• Include an unsubscribe link

Response Handling

• Be friendly
• Be personal
• Be prompt with a fast response

Your S.O.C.C.E.R. system does not need to be lengthy, if you have a team you can delegate responsibility to then you can move quickly.  If you are on your own then you can use automations and alerts to help you know when to take certain actions.