How to Write Outreach Emails (That Won’t Get Ignored)

Summary

In this video, Sam Oh from Ahrefs shares expert tips on writing effective outreach emails for marketing and SEO. He emphasizes the importance of personalization, targeting the right person, and offering value upfront. By crafting concise, relevant pitches and following up strategically, marketers can increase their chances of success in outreach campaigns. Sam also discusses how to scale outreach using tools like Buzzstream and Mailshake, ensuring emails remain personal despite automation. The video offers actionable insights on creating compelling, relationship-focused outreach emails that avoid generic templates and increase engagement.

Takeaways

• 😀 Sending a generic email to everyone is a surefire way to fail in outreach campaigns.
• 😀 Outreach emails should focus on building genuine relationships, not just asking for links or shares.
• 😀 Step 1 of successful outreach: Find the right person and email address to contact based on your goal.
• 😀 Identifying the right person within a company (e.g., editor or content manager) is key to successful outreach.
• 😀 Target the 'big fish' and 'small fish' in your industry—sharks may be too hard to reach, while spawns offer little value.
• 😀 A good outreach pitch should always include what's in it for the recipient, making it mutually beneficial.
• 😀 Avoid fake flattery in emails. Be authentic and focus on the value you're offering to the person you're reaching out to.
• 😀 Craft a personalized and intriguing subject line that piques curiosity without being clickbaity.
• 😀 When scaling outreach, use third-party tools (e.g., Buzzstream, Mailshake) that support personalized bulk sending with merge tags.
• 😀 Follow up only once or twice with added value or a friendly nudge—avoid spamming multiple follow-ups that offer no new information.

Q & A

What is the main goal of outreach in marketing?

The main goal of outreach is to build relationships that can lead to obtaining links, shares, or other forms of collaboration to grow your marketing efforts and expand your network.

Why does sending generic outreach emails often fail?

Generic outreach emails fail because they don’t resonate with the recipient or show any genuine interest. Personalized emails that address the recipient's specific interests and needs are far more effective.

What are the key components of a good outreach email?

A good outreach email should be personalized, concise, offer value, and avoid asking for too much upfront. It should also have an engaging subject line and a clear call to action or request.

How should you identify the right person to contact for outreach?

You should identify the person who can help you achieve your goal. For example, if you're seeking a link for a blog, the editor or content manager would be the right person to contact, not the CMO or other irrelevant figures.

What is the significance of offering value in outreach emails?

Offering value is crucial because it focuses on what benefits the recipient, making them more likely to engage with your email. It could be sharing a useful case study, offering feedback, or providing insights that align with their interests.

What are the four categories of people you might be contacting in an outreach campaign?

The four categories are: Sharks (highly influential individuals), Big Fish (notable but not unreachable), Small Fish (individuals with growing online presence), and Spawns (newcomers who are unlikely to have a big impact).

How can you use merge tags to scale outreach?

Merge tags allow you to personalize mass emails by dynamically inserting specific information, such as the recipient's name or company, into a template, making each email feel unique while saving time.

What are the common mistakes to avoid when writing outreach emails?

Common mistakes include using generic templates, overly flattery, asking for too much upfront, and not offering any value in the email. It's important to be genuine and focused on building a relationship.

What should you do in a follow-up email if someone doesn't respond?

In a follow-up email, instead of just checking if they received your original email, offer additional value, such as sharing relevant content or insights. This increases the likelihood of a response and fosters a more meaningful relationship.

Why is personalization crucial in outreach emails, especially at scale?

Personalization ensures that your outreach stands out from the countless generic emails people receive. Even when sending at scale, personalizing details like the recipient’s name, interests, and previous work makes the email more relevant and engaging.