Cold Email Flow For a Creative Team
Sales companies are doing their best efforts to reach as many potential leads as possible, therefore they need to create strategies that will achieve this effect. It then becomes an important task to create a content journey, where users will become aware of brands, products, and services.
Email marketing has become one of the strongest ¨cold¨ formats for reaching new clients. It´s diversity in design, variety in content, and the possibility to be tracked makes it a fantastic sales tool. This is how this project began.
What was the problem
The founder of Global Sales, a startup inspired in accelerating sales process for companies, reached out to me with an idea. He had a very specific niche client that required to do cold emailing to a very specific niche of potential buyers.
Both being in the creative industry it was important to create email copy and subject lines to engage the potential buyers being as creative as possible with the content.
Global Sales has its framework, which we would be following to create this campaign, however, the challenge was to come up with very catchy content.
This is how we would proceed:
We would begin teaming up to understand the client´s needs and review the type of potential buyers who would be receiving the emails.
I defined a buyer persona, and all his characteristics to cater to are pains and needs.
All the copy would be written by myself and then implemented in the strategy.
The campaign would be executed and measured.
How it was resolved
The first part of the strategy was to have a clear understanding of how many emails we wanted to have in the sequence based on Global Sales pre-tested framework. I structured the flow of how these emails would be addressing the potential buyer and based on that started building the outlines of content.
Keeping the buyer persona in mind, I wrote the text for each one of the emails first. After that, I did a second round of proofreading. The last step was to define interest-creating subject lines that would ensure emails would be opened.
Lastly, I revised and refined all calls to action on the emails to make sure they were coherent with the overall strategy.
Tools and actions
For this task, the main tool used was Grammarly, because it allows me to do proofreading as I write without breaking my creative flow. I also used LinkedIn to profile potential buyers.
As soon as the emails were all written down and checked, I moved them to Google Documents so that I could share them with the Global Sales Team. This way if need be we could make annotations or changes in real-time.
This strategy was time pressing so it had to be an efficient process.
This was the set of steps taken:
Revise potential buyers profiles on LinkedIn
Create an outline of the emails
Write the email content
Proofread
Write the subject lines
Deliver to client
The Global Sales team was great providing feedback. Their framework was very well structured so working with them was seamless.
Final Results
This project was commissioned and executed in less than a week. Time was important to the client, so it was set up as a top priority to ensure not only effectiveness but also efficiency.
The execution of the project was done with great results. This was a great project to be a part of and a very successful one as well.