If you are reading this article, chances are bright that you are interested in improving your cold email campaign reach, But Before starting our topic about what to learn about a company before sending them a cold email, let’s see whether we actually need this research. Let’s not think like a cold email sender rather than that think like a cold email recipient. We all get the emails asking or “just checking” if you need something: Maybe you need a digital marketing services? Or a whiteboard animation video? Or a new software?
How many people do you think ever respond to such a B2B cold email?
No points for guessing this, we all know that the “just checking” emails sent to hundreds of prospects will not bring you much responses, forget about valuable business relations. Infact this may bring a ban on sending anything from your email provider, or a spam report from some of your prospect.
So now you know why you need to research about a company before approaching them
If you do your research, you’ll be able to develop the right approach and check if your client is actually in need of your solution. This changes the entire equation, instead of “just asking” you can actually propose some value in advance. And this will improve the chances of success.
Start your research with Linkedin, To begin with, you obviously need the names of those companies and their websites. After that, you will also look for other profiles, on social media and business or marketing platforms, which will get you to know a company better.
So first of all,there are a few basic facts to consider like:
how long they’ve recently been on the market,
the business model they operate in,
This info will serve as your filter to the right prospect
Subsequently, you’ll acquire more informations that can be more aligned to your specific email campaigns, like:
the number of their customers,
their most significant competitors
their target group (who are they marketing and selling to),
the topics they write about on their blog and social media,
the types of job positions they recruit for,
the awards/prizes they’ve got,
the publications they created or co-created,
the characteristic/unique features of their website, product, or service etc…
Although you don’t need to accumulate all info, the key is to focus on the information that will allow you to:
- a) validate that this is actually the company you want to do business with,
- b) create a cold email marketing campaign that will be individualized enough to draw their attention and offer some real value in order to get a response to your sales email.
If you are planning to contact the companies via cold email, the information you should be looking for will rely upon the campaign you are planning to create later.
Tools to Use while your research
I’ve used Excel and Google Spreadsheets, and both will work fine if you organize your spreadsheet well.
To collect your prospects data straight in your CRM, It’s important, to collect there also the specific information you’ll need to use as personalization snippets in your email copy.
Another good tool is Google Alerts to collect information about some upcoming or ongoing event at companies who might be interested in your offer.
Off course, the research is time-taking, and it also doesn’t guarantee that you will get a reply to your email. But be assured that it will multiply your chances to get a positive response in order to to start a mutually beneficial B2B relation.
I feel you should not just close your eyes and hit “send” , but spend some time in knowing your prospects. Try to know as much as you can about them, before you start devising your sales email copy. My tips to research your prospect , will definitely help you create messages which will get thumbs up from your prospect group.