Cold emailing is a marketing tool that involves sending emails to a base of potential customers who have not previously contacted the brand.
The goals of cold mailing can be different, for example, attracting new customers, promoting products or services, increasing brand awareness or conducting marketing research.
Our client and the project objective
ESC2VR is a European VR game developer and seller. We were tasked with using cold email to attract as many leads as possible.
It was necessary to set up an automatic chain of cold country email list emails and launch it using the contact database provided by the client.
The goal of the email campaign is to interest potential buyers (owners of gaming clubs, VR spaces) in the ESC2VR offer, and then continue working with them as warm clients.
Stages of technical implementation
Let’s look at the steps involved in launching cold mailing.
1. Setting up mailboxes and the domain, its “warm-up”
This is an important step for successful delivery of letters and preventing them from ending up in spam. We have made the following technical settings:
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SPF (Sender Policy Framework) is an authentication mechanism that helps prevent sender address spoofing.
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DKIM (DomainKeys Identified Mail) is an email signature technology that verifies that the email was actually sent on behalf of the sender branding and positioning strengthening specified in the line and that its contents were not changed en route from the sender to the recipient.
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DMARC (Domain-based Message Authentication, Reporting, and Conformance) – combines SPF and DKIM to provide a standard for email authentication. It also sets rules for handling undeliverable emails, which helps prevent phishing and spoofing.
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Mass mailings can be perceived as spam. Therefore, using specialized services, we “warmed up” the domain so as not to spoil the sender’s reputation.
2. Validation of the contact database
Validation is the process of checking and cleaning the list of email addresses in your database. Its purpose is to make sure that all of these addresses are valid and can receive emails.
We validated the contact database provided by the client. This improved its quality. Validation increases the efficiency of mailing, reduces the b2b phone list number of refusals and prevents letters from ending up in spam, because we left only valid addresses in the database.
Content preparation
It is important to make several letters in a chain. Few people respond to the first letter immediately. But by reminding about your offer several times, you can achieve good results.
We made a series of three letters. The texts were prepared by our agency’s copywriters.
Personalization plays an important role in cold emailing. It helps make messages more relevant, more engaging, and therefore more effective.
In the letter, you can address the company’s manager by name, indicate his position or the company name, use other data that you have (website address, business area). It is also useful to take into account the interests and preferences of the recipient to make the message as targeted as possible.
