Cold Email · · 9 min read

How to Design Email Outreach Campaigns That Get Real Results

Email outreach is a powerful way to connect with potential customers and partners. But all too often, marketers design ineffective email campaigns that get ignored. This post will walk you through the basics of designing successful email outreach campaigns that get real results.

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Welcome To Outreach Email Marketing 101

Email outreach is a powerful way to connect with potential customers and partners. But all too often, marketers design ineffective email campaigns that get ignored. This post will walk you through the basics of designing successful email outreach campaigns that get real results. By following these tips, you'll be able to create emails that get opened and generate more leads and sales.

Let's get started.

What Are The Goals Of Email Outreach Campaigns

When planning an email outreach campaign, it's essential to have clear goals in mind. What do you want to achieve? Are you looking for new customers, more website traffic, or better SEO results? Once you know what you want to achieve, you can create a plan to help you reach your goals.

Ready to get started on your outreach strategy? This section will look at some of the most common goals of successful email outreach campaigns.

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Position Your Company As An Industry Leader Or Expert

There are a few different ways that you can go about positioning your company as an industry leader through email outreach campaigns. Make sure that the content of your emails is high quality and informative. By providing helpful information or resources in your emails, you can position your company as a source of valuable information.

Establish and strengthen relationships with key individuals

By sending personalized emails, you can build rapport and relationships with the people who matter most to your business. Whether you're trying to establish a relationship with a potential partner or customer or strengthen the bond with an existing one, email outreach can be a powerful tool.

Generate New Leads

A well-executed email outreach campaign can help you reach new customers or partners you may not have had access to previously. By directly reaching out to potential customers, you can establish a personal connection and increase their chances of doing business with you. Additionally, email outreach campaigns allow you to specifically target your audience and tailor your message to them, increasing the chances of conversion.

Build Brand Awareness And Visibility

Brand awareness can be one of the most important objectives for an email outreach campaign. If people don't know about your brand, they can't become customers or clients. Email allows you to reach a large number of people quickly and effectively without breaking the bank, which is why it's such a powerful tool for building awareness.

It should be noted that email marketing isn't a "set it and forget it" solution, meaning you'll need to commit time and resources to develop targeted lists of recipients, crafting personalized messages, and monitoring the success of your campaign. Your outreach should work hand-in-hand with other marketing initiatives to create a successful branding campaign.

Increase Website Traffic

Email outreach campaigns are a great way to increase website traffic because they allow you to target potential customers who may be interested in your product or service. By sending personalized messages to these individuals, you can encourage them to visit your website and learn more about your offer.


An email campaign will simplify the process if you're looking to recruit new members to your organization. Use email lists to find potential candidates and shortlist people who meet specific criteria, such as people living in a particular city or working at certain companies—then reach out!

Once you've received applications, you can then send candidates a personalized email thanking them for their time and letting them know that you will be in touch soon.

How To Design Email Outreach Campaigns

Email outreach can be a great way to connect with new people and promote your business. By following these tips, you can create an email outreach campaign that is effective and helps you achieve your goals.

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Create A Plan

Before you start reaching out to people, it's absolutely necessary to have a plan in place. This plan should include your goals, who you're going to contact, what you'll say, and how you will follow up. Without a plan, it's easy to get overwhelmed and give up on your email outreach campaign before it even gets off the ground.

Think about it…

On any given day, your email inbox is likely full of messages from companies trying to sell you something. But amongst all the marketing emails, there are also messages from people you know - friends, family, and colleagues. So how can you make sure your marketing emails stand out in a crowded inbox?

Focus on the goal of your email outreach campaign. Whether you're looking to increase brand awareness, drive website traffic, or generate leads, understanding the purpose of your campaign will help you craft an effective outreach plan.

Know Your Audience

After you’ve crafted a plan the next step to any effective email outreach campaign is understanding who your target audience is and what their needs are. Once you know this, you can tailor your message to them specifically and increase the likelihood that they'll engage with your content.

Verify Emails

One of the most important things you can do to ensure your email outreach campaign is successful is to verify the emails you're sending to. This ensures that your messages are getting delivered to the right people and that they're not going to spam folders. Several email verification services are available, and it's worth taking the time to find one that will work for you.

Being Mindful Of Spam Filters, Use Email Warm-Up

When you start sending emails, it's important to be mindful of spam filters. Spam filters are designed to block emails that contain junk content and can flag your emails as spam if they think you're sending too many at once or if the content is irrelevant. To avoid this, start by sending a few emails to people you know and gradually increase the number of people you're emailing. This will help "warm-up" your account and make it less likely that your emails will be flagged as spam.

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Test Different Subject Lines

The subject line of your email is the first thing the recipient sees, so it's essential to make it catchy and relevant. A good subject line will entice the recipient to open the email, while a poor subject line will cause them to delete it without even reading it. To find the best subject line for your email, try testing different ones and seeing which ones have the highest open rate.

Make A Great First Impression

The first contact you make with someone is crucial. This is your chance to make a good impression and get them interested in what you have to say. To do this, your email needs to be well-written and relevant to their interests.

Assuming you have the person's email address, here are some tips on how to write a great first email:

  1. Keep it short and sweet. No one wants to read a novel in an email. Get to the point quickly, so the person knows what you're talking about.
  2. Be friendly. Start with a warm greeting and let the person know who you are.
  3. Be interested in what they do. Ask them questions about their work or their interests. Show that you're genuinely curious about what they do.
  4. Offer help. If you can help the person with something, offer to do so. People always appreciate someone willing to help them out.
  5. Give them a reason to respond. Make sure you give the person a reason to respond to your email. Ask them a question or make a request that requires a response.
  6. Thank them for their time. Even if the person doesn't respond to your email, thank them for their time.

Following these tips will help you write a great first email and make a good impression.

Use An Email Template

One way to ensure your emails are well-written and relevant is to use an email template. An email template is a pre-written email that you can customize for each individual recipient. This way, you don't have to start from scratch every time you want to send an email, and you can be sure that the content is relevant and specific to the person you're sending it to.

You can find email templates here on our blog!

Personalize Your Emails

One of the best ways to make sure your email stands out is to personalize it. This means addressing the recipient by name, writing in a friendly (human) tone, and ensuring the content feels like it’s written for them. By taking the time to personalize your emails, you'll increase the likelihood that people will read them and engage with your content.

Tailor Your Message

As we mentioned before, it's clutch to know your audience and what they're interested in. This way, you can tailor your message to them specifically and increase the likelihood that they'll reply. For example, if you're reaching out to someone interested in fitness, you would want to include content relevant to that interest.

Sending Your Emails At The Right Time

Timing is everything when it comes to email outreach. You want to ensure you're sending your emails at a time when the person is likely to read them and respond to them. For most people, this means sending emails during the weekdays and avoiding early mornings and late nights. Of course, there's no magic time to send an email that will guarantee recipients will read it, but researching when your audience is likely to be online and available will help increase the chances that they'll see your email.

End On A Positive Note

End your email outreach campaign positively by thanking the person for their time and letting them know you're available if they have any questions. This leaves them with a good impression of you and your brand, and it's more likely that they'll remember you next time they need something.

Make It Easy For The Recipient To Take Action

Email outreach aims to get the recipient to take action, whether subscribing to your blog, downloading your eBook, or attending your webinar. To make it easy for them to take action, include CTA in your email. A CTA is a statement that tells the recipient what you want them to do, such as "subscribe to my blog" or "download my eBook." Including a CTA clarifies what you want the recipient to do, increasing the chances that they'll take action.


When planning your email outreach campaign, don’t just plan for the initial email—plan for what you’ll do if there’s no response. Ideally, you want to have a sequence of follow-up emails ready to go. That way, you can keep the conversation going even if your first email doesn’t get a response.

What should you include in your follow-up emails? Here are a few ideas:

  • A brief recap of what you talked about in your first email
  • A new piece of information or update that’s relevant to the recipient
  • A question related to something you know they’re working on
  • An offer to help with a specific problem they’re facing

Remember, your follow-up emails aim to keep the conversation going. So, don’t be afraid to experiment with different types of content until you find something that works.

Test and Track Results

It's essential to test different aspects of your email outreach campaign to see what works and what doesn't. This includes testing various subject lines, different types of content, different times of day, etc. Once you've found what works, you can start tracking your results to see how many people are opening your emails, clicking on your links, and taking action. Tracking your results will also help you to improve your email outreach over time.

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Key Takeaways

Email outreach campaigns are a fantastic way to get your business in front of new prospects, but only if they’re well designed and executed. There are a few key components to any successful email outreach campaign:

  • Identify your target market
  • Choose your goals, and make a plan.
  • Craft a compelling email or use a template
  • Reach out to your prospects
  • Follow-up with your contacts

We get it. That all sounds like a lot of work. Luckily, Instantly can help you simplify and automate these critical steps. Sign up for our free trial today and start getting the result you need from your email outreach campaigns!

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