Without going into too much detail, here are a few tips you can immediately start using in order to improve your campaigns.
Deliverability
Make sure you read our article on how to improve your deliverability.
Number of steps and sending time
Send at least 3 emails per campaign, ideally 5. 70% of responses come between the 2nd and the 4th email. Go for more if your sales cycle is longer.
Generally, use Monday to Friday as sending days, but if your audience has a very specific profile (like journalists or management consultants) you can also try very specific days (weekends for journalists - they don’t mind getting emails) or times (very late in the evening for management consultants, they work crazy hours).
More on how many emails you should send.
Subject line
Keep it short and to the point.
Underline which "issue" you fix.
Stay clear of buzzwords that’ll get you marked as spam.
Avoid ALL CAPS and exclamation points!!!
More on how to write a great subject line.
Email content
Personalize the content of the emails using at least 2-3 variables.
Keep your communication simple and personal. Forget about B2B, now it is all about H2H - human-to-human communication.
Use the custom fields to add hyper customized information about your prospects and then insert that into your campaigns. It will help increase your reply rate as people will see you’ve done some serious research before contacting them.
Add attachments if needed. You can track who is clicking on it and who isn't.
Don’t use more than 2-3 links and 1-2 images.
Keep emails short, avoid writing more than 2-3 paragraphs unless you really personalize the content for every prospect.
You'll find more tips on the email content in our blog:
Split testing (A/B testing)
If you’re starting with the outbound email you need to find the right approach for your target market.
To do this, you need to duplicate the campaign you created and tweak one element at a time, and then analyze the results. We would recommend you start with the subject line.
If results are significant (>5%) on a 50 prospects sample, opt for the variable that generated the best results.
Read more about A/B testing with Overloop.