Cold email-mail for B2B without getting into spam

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In this publication, we summarized our own and customer experience of running cold mailings for B2B. This is not an easy segment, and there are certain rules. Meet our recommendations and services that we use in working with cold mailings.Collection of subscribers baseTo find real customers, it is important to have the correct base. Manual collection will, of course, take much longer than automatic. But manually, you will collect the yed more point-by-point. It is like collecting beries in a basket one - so they will be much cleaner at once than if you are equipped with a special combine. You'll have to have to sort it out later.The “the more the” rule does not work here. For relevant letters, the quality of the base is more important than the size.It is also necessary to clearly formulate a request: only those recipients who can actually be interested in your products should get into the final sign.

Examples of requests from our practice:1. Organizations of the Russian Federation with a number of employees from 50 to 2000 for certain regions (Saratov + region, Volgograd, Samara and so on).2. Online stores of the Russian Federation or RB, which sell electronic equipment or shopify website design  clothes.BannerFull data for each addresseeTry to get the maximum out of the base. The more data you collect about subscribers, the better:The name,Name of the head or decision-making person,name of the company,the address of the site,TIN (for it you can find additional missing information).More targeted and personalized letters reduce the number of negatives, complaints and recoscies.All collected information will be useful for segmentation and personalization of letters. Most likely, many elements will have to be modified manually as well. For example, in our cold mailing, we had to write all the names in the right surname and double-and-during the spelling of the names of companies.ScreenshotFragments of the table with base for cold mailingValidation and segmentation of the baseIt is necessary to validation - check that all addresses are valid. Non-existent emails – remove so that they do not spoil the mailings and the reputation of the sender.What services we use to validMailvalidator for Russian-language audience.Debounce or Clearout for English-speaking.All of the above services mainly use the same



algorithms for validating email addresses. Tariffs for checking 1000 eiffeys :Mailvalidator – about $6.Debounce – $5.Clearout – $7.The less time has passed between validation and sending letters, the better.The collection order, validation and segmentation of the base directly affect higher mailing responses.Dividing the audience into segments will help make more personalized offers for different groups. For example, for companies from the capital - one, for the regions - another.Preparing for sending a cold mailingNumber of emails in the newsletterIt is better to send chains of letters, not single emails.Why is that? In 4-6 brief letters, it is more convenient to gradually lay out your offer. And the probability that a small letter is read to the end is much higher.It is convenient to use special services to send chains. Thanks to them, the addressee will see all previous letters - the system will tightens them.Services for sending cold chainsHere we give examples of services that we use to send cold chains themselves.Snov.io. It allows you to search for cold leads on your request and validate the already found leads: helps to understand who you can send the letters, and who does not.Also, the service can set up the warmth of your email address and create a lot of mail chains for the lid. This is very convenient when you need to send several letters to one addressee.