In business, it is important to continuously expand the customer base. To solve this problem, you can use cold email distribution. Let’s consider how to do this using the example of our client – a company specializing in the design and production of mechanical liquid cleaning filters.
What the client came with
The company had a task to increase the number of potential clients. We were asked to launch a cold email newsletter and check its effectiveness in attracting leads.
Our client’s expectations were 15 warm industry email list leads out of 3,000 recipients, meaning the company was counting on a 0.5% conversion rate from the mailing. Let’s see if we can meet his expectations.
Work plan
Before we launched the newsletter, we had to do some preparation.
- Find a relevant recipient base and validate it.
- Perform technical settings email marketing services and warm up the domain.
- Develop a content plan for the newsletter.
- Prepare a chain of letters.
- Set up a mailing list.
Want to learn more about cold emails? Read our article and case study:
- Case: Cold mailing in the B2B segment, which brought 45 leads
- Cold Emailing for B2B Without Going to Spam
Implementation of the plan
What we did – we tell you step by step.
Step 1. Registered sender domains
Cold mailing is sending letters to recipients who were not expecting them. This means that the sender can be considered spam and blocked. To protect the main client domain from possible blocking, we created new mailboxes.
Step 2. Register an account in the mailing service and warm it up for three weeks
Mail servers perceive new senders as a source of spam. We needed to gain trust, so we gradually increased the number of emails sent over three weeks.
Step 3. Prepared the mailing list
For this, we used the Export-base service — an online platform that helps find information about companies and organizations in Russia. We did not need all the companies in the service, so we segmented the organizations by their field of activity and by the size of the enterprise. We took the medium and large segments of production, industry, etc. As a result, we collected a base of 8,000 potential recipients of the mailing.
Step 4. Conducted database validation
This is the process of checking and confirming the accuracy, completeness and relevance of the data in the database. The procedure helps to ensure that the information we have obtained about customers or companies is correct and usable.
Step 5. Prepared the texts of the letters
We prepared the texts of the letters so that they looked japan business directory like B2B communication from a real manager. To do this, we indicated the manager’s name as the sender and also used it in the name of the mail.
The result was a chain of three emails, each aimed at establishing a relationship of trust with the recipient and providing useful information.