Email outreach, and more specifically email marketing, is a mixture of art and science. There are a few basic prinicples that will guide the “science” part of the equation. When writing to customers, influencers, and newletter readers (potential customers) there are a few simple tips to keep in mind.
This is one of our favorite infographics on email outreach. We look these over every time before we send out an email blast or even an internal email.
Enjoy! And copy/paste the embed code at the bottom to share this infographic on your site!
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Copy and paste into your html post editor – includes credit links
Anatomy of Email Outreach Marketing
Outreach marketing centers around creating and nurturing ongoing relationships by bringing other parties into your brand. Even with the recent rise of social media and in-app engagement, email remains one of the most potent ways to engage parties for your brand (if it’s done right!).
Step One: Define a Goal
1.) Building brand awareness
2.) Generating a sale
3.) Obtaining a backlink
5.) Engaging community
6.) Making an introduction
Step Two: Identify Target Audience
2.) Webmasters/site owners
3.) Journalists and contributors
4.) Academic, government, or non-profit members
Steps Three-Five: Proofread, Test, Repeat
Writing a Marketing Outreach Email
Email title: Regarding your 101 SEO Tips Article
Explanation text of title: Site managers are more likely to be interested in comments about their content, even if you transition to your own pitch afterwards!
Body of email:Actual text in body:1.) Dear Seth Rogan,Explanation: Whenever possible use full names. Many emails that start with generic introductions are never read.I stumbled upon your [link]101 SEO Tips[end of link] article and have to say that it’s the most comprehensive I’ve seen in the subject! I particularly liked the section on meta tags. Getting insight from someone who tweaks and tests this form of seo daily is invaluable to us readers.Explanation: Be nice! Proof that you follow the site in question makes your inquiry more legitimate.2.) My name is Jimmy McJimmy, and I’m the community manager at [link]Conversion INC[end link].Explanation: What is your name and why should you matter to your contact? Keep it short!Thumbnail image of page you’re linking toExplanation of image: using buttons or linked images is a proven way to increase engagement. It let’s readers immediately know the core component of the email.3.) We used your article for [bolded]the creation of an infographic on the same topic[end bolded]. We would love for you to take a look and [bolded]let us know if you have any feedback. Feel free to share the graphic with your site’s viewers, on social media, or so forth.[end bolded]
Explanation: Jump right into what you want and provide a definitive course of action for the reader to take. Bold important steps. This is your value proposition.4.) Warm Regards, Jimmy McJimmy
Skype:JJmmyExplanation: Don’t let the absence of the readers preferred method of contact keep them from getting back in touch.
Breaking it down
Timing is Everything
Subject Lines That Grip
Over 1/3 emails are opened based on only the subject line. 
Simply describe email contents.
Nothing spammy in the least.B2B Tips:
Words that work: “Breaking” and “Alert”
Words that don’t: “reports” “forecast” and “intelligenceNumber of Attempts:
Percentage of responses by email attempt: First email–35%
Your chances of a response are doubled by the third email, but drop off rapidly after that.Think about the size of your message (and site)Traffic Generated from Successful Outreach
1 Big Time Blogger = ~6 Small-Time Bloggers
Finally, please just please avoid the following:
– Reaching out to media outlets or journalists not interested in your service.
– Sending requests from generic email addresses.
– Sending copy/paste messages.
– Using poor grammar.
– Never mention anything about a “link”.
– Forgetting to get familiar with your audience, or what your contacted site offers.