We get this question a lot: “Should I send more emails per week or should I send just a few emails?”
It is a great question. Do you know why?
Because what is “more” emails per week and what is “few” emails per week?
It’s true, a good part of scaling sales and B2B appointment setting through email prospecting is activity based.
The more activity you make on key accounts you’re targeting, the higher your chances of advancing the sales conversation.
But if your activities on accounts have low quality, more of it will not do you any good.
By the way, when we say quality, we mean a highly effective sales email.
Return of 0.001% on Email Prospecting
I had a conversation with one business owner a couple of weeks ago.
His firm makes over $10 million in revenue.
His team spends $5,000 every six weeks to buy a lead list of 10,000 people.
And they do what is called the ‘spray and pray’.
That means they just blast everyone on the list with the same email.
Unsurprisingly, they get a reply rate of 0.001%. No one should be making such a huge investment with so little return.
In addition to the low return, you will become more prone to making sales emails that may wipe out your credibility.
In email prospecting, quantity is not the goal.
Quality matters more.
Why Quality Sales Emails Matter
If you are ramping up an outbound sales process, you make a lot of touches.
You send a lot of emails and make a lot of calls.
In that process, you’ll face two main options, as in the chart below.
- Option A: you send fewer emails per week, that’s a quick option
- Option B: you send a lot of emails per week
Quantity and quality, we’ve noticed they have an inverse relationship.
The more emails you send, the higher the likelihood of it being low in quality.
We found that you wouldn’t be able to put in a lot more effort and a lot more research into that.
And you have the other side of the inverse relationship where you send fewer emails and then the quality could be really high.
This is what we do actually.
So we send fewer emails and the quality is really high.
Three Reasons why Send Small Quantities Matters
1) Split Test and Iterations
The first one is that we are able to split test.
Split testing (also known as A/B testing) helps you to achieve a lot with your outreach.
For example with A/B testing, you will be able to test email variables such as:
- Email Subject
- Body of Email
- Length of Email
- Call to action in the email
- Different styles of personalization
- Use of recipient’s name
And this is important because your goal is to improve the results of your outreach.
Split testing should not be complicated. We send let’s say 100 emails and test with another batch of 100.
And the goal is to test for only one variable at a time.
For instance the email subject.
These small batches are gold for this purpose. Not only do you not burn through the quality researched list you have; but also you’re able to measure.
Measuring helps to improve. It helps to make better decisions regarding your outreach.
You’re able to see which email is working and which one is not.
That’s when you are able to reiterate over the next campaign of the next outreach.
2) Staying Consistent
The second reason is that it helps you to stay consistent.
Outbound sales development is a long-term commitment.
You’ve got to be committed for the long term.
That’s why you want to send in small batches and improve them over a long period of time.
Some people send 2,000 emails per week to people, they get no reply (obviously), but they don’t follow up.
They just give up.
That is not enough commitment.
Most of the response to cold email outreaches comes when you follow-up.
I talked a lot about consistency in How to Master the 30-Day Rule to Increase B2B Sales Appointments.
“If you’re looking to fill your sales funnel with more meetings this quarter, you should be doing consistent outreach the quarter before.
Why is this important? Because just like any form of sales outreach, outbound emails may deliver a qualified lead who is not ready to buy right now. Or she’s not even ready to have a conversation at this point. And that’s fine.
Since your goal is the next quarter, you can continue to add value. And nurture the lead. And not be desperate.”
Sending in small batches helps you to follow up and make sure that you’re reiterating and improving the results of your outreach.
3) Hyper Targeting
The third reason is that sending in small batches helps to dive deeper into the profiles of the personas you’re looking to reach out to.
If you are sending let’s say, 200 people, you can do a lot more detailed research than when you are sending to a 1,000 people.
Targeting is not just about getting emails and names of people and sending them a bunch of emails.
It means you have to carefully understand diver deeper to understand:
- What they care about
- Why what they care about is important for them
- Why and how you can help
It’s not easy to get this detailed with research when you’re only committed to the quantity.
Email Prospecting with Quality in Mind
So these are the things you need to keep in mind when it comes to quantity over quality as far as your outbound campaign is concerned.
For some companies, 1,000 might be small.
For some companies, 10,000 might be too much.
There’s no rule to this. What you need to keep in mind are the three things we have discussed.
These will help you to stay on top in terms of quality and quantity.
Let me know how this is working for you.
Will be happy to hear from you. Leave your comments in the comment section below.
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