how to write outreach emails that wont get ignored with timestamps YoutubeScribe.com

[0:00] Let me read you an email.
[0:01] Dear Sam,
[0:02] I was browsing the web and stumbled across
your post on SEO.
[0:05] Great post!
[0:06] I love you.
[0:08] I noticed that you linked to ahrefs.com/blog/keyword-research/ on keyword research.
[0:14] This article actually inspired me to write
an even better article.
[0:17] And by better, I mean that I made it longer. [URL]
[0:20] I think it might make a good fit for your
page.
[0:22] Sincerely,
Spam Mer
[0:25] In this video, I'm going to show you how to
get more replies, links and not get your emails deleted.
[0:30] Stay tuned.
[0:31] [music]
[0:35] What's up, marketers?
[0:36] Sam Oh here with Ahrefs, the SEO tool that
helps you grow your search traffic, research
[0:39] your competitors and dominate your niche.
[0:41] Now, whether you want to get links, shares
or forge new relationships, outreach is an
[0:46] absolute necessity to succeed in marketing.
[0:49] Another thing to note is that a "good outreach
email" is completely subjective.
[0:53] So what I have for you today is a compilation
of what I believe to be solid outreach emails
[0:58] based on my own experience receiving and
sending them.
[1:01] Let's get to it.
[1:02] So there are 3 steps to make your outreach
campaign more successful.
[1:05] And they are:
[1:06] Find the right email for the right person.
[1:08] Send a good pitch.
[1:10] And set up an effective follow-up sequence.
[1:12] Now, before we tackle each step, there's one
thing that can make your outreach campaign
[1:16] a complete flop.
[1:17] And that's sending the same generic email
to everyone.
[1:20] Outreach is not broadcasting.
[1:22] I get that you want to get links at scale,
which means that you need to send as many
[1:26] emails as quickly as possible.
[1:28] But the thing is that generic templates, like
the overly embellished one that I showed you
[1:32] in the beginning, don't work for anyone who
can have a significant impact on your reach.
[1:36] So rather than trying to "script" someone,
try and build a relationship that goes beyond
[1:41] "give me a link or share."
[1:42] Alright, rant over.
[1:44] Let's get into writing great outreach emails.
[1:47] Step one is to find the right email address
for the right person.
[1:50] First, you need to identify what your goal
for your outreach campaign is.
[1:53] Are you prospecting for links, shares, or
do you just want to build a relationship to
[1:57] connect down the road?
[1:58] So let's use the people at Ahrefs as an example.
[2:00] If you want to get a link from our blog, then
should you email me?
[2:03] Absolutely not.
[2:04] I handle areas like video, product education,
and other random happenings as they come up.
[2:09] So you should email Tim, our CMO, right? No.
[2:11] He'll probably delete your email anyway and he won't feel bad about it.
[2:15] The person you would want to get in touch
with is the editor, the content marketing manager,
[2:19] or in our case, Head of Content, which is
Josh, who explicitly states that he's the
[2:23] guy responsible for ensuring that every blog
post we publish is epic.
[2:27] Now, I won't bother getting into techniques
to find someone's email address because we
[2:30] already have a full video on that.
[2:32] Instead, I'll link that up for you in the
card.
[2:34] The key takeaway here is to find the person
who can help you achieve your goal.
[2:38] Now, regardless of your goal for your outreach
campaign, there are going to be people at
[2:42] different levels of "influence."
[2:44] So let's separate these people into 4 groups.
[2:46] First, you have your sharks.
[2:47] And these people will have huge audiences and
notable achievements.
[2:51] So in the marketing and entrepreneurial space,
think of the Gary Vees, Seth Godins, or Elon
[2:56] Musks of this world.
[2:57] The next group are the big fish.
[2:58] And these are people you might be able to reach
with a nice email, but not so much in the
[3:02] form of a template or with an initial cold
pitch asking for something.
[3:06] So in marketing, that might be your Brian
Deans or Noah Kagans.
[3:09] The third tier would be your small fish.
[3:11] And these would be people who are actively promoting
themselves, but their websites and overall
[3:15] online presence is relatively small.
[3:18] And the fourth would be spawns.
[3:19] These are people who are just starting out
in your industry and they'll most likely reply
[3:23] to your outreach emails even if they're 100%
templated.
[3:26] But a link or any kind of promotion, probably
won't do much for you.
[3:30] Based on these 4 categories, the people that you'll
likely want to reach out to are groups 2 and 3.
[3:35] And the first tier of influencers might seem enticing,
but it'll be tough to get their attention.
[3:40] And the last group probably won't move the
needle for your brand.
[3:43] Okay great.
[3:44] So we know the groups of people we're contacting
and have a general idea of the people we should
[3:47] look to contact within a company.
[3:49] Which brings us to the next step, which is
to write a solid pitch.
[3:53] Now there are a few things that you need to
seriously evaluate when creating your pitch.
[3:57] The first and most important question is...
[4:00] What's in it for them?
[4:01] If you're going to ask for a link, what does
that person want?
[4:04] If you're going to ask for a joint venture
of some sort, what will they get in return?
[4:08] If you reach out only asking for something,
then your chances of success will be slim
[4:12] to none.
[4:13] Let's say that you wanted to reach out to
me to connect and possibly do something together
[4:16] down the road.
[4:17] You could quickly find that I love golf, I
create videos for Ahrefs, and that I'm into
[4:21] tactical marketing.
[4:23] So if you pitch me something on how to get
10,000 Instagram followers, I'm not going
[4:27] to be interested.
[4:28] But if you pitch me something on YouTube SEO or YouTube hacks that helped your channel grow
[4:32] from 0 to 100,000 subscribers, then I'd definitely be interested in taking a look.
[4:37] And if it was good, I might even feature it
in a future Ahrefs video, blog post, or just
[4:42] spread the word with anyone else that I talk
to because that's how I do.
[4:45] So let's get to the email.
[4:47] For subject lines, I recommend staying away
from click-baity titles like "You have to
[4:51] see this!"
[4:52] Instead, use a subject line that describes
your email, yet evokes curiosity to learn more.
[4:57] So I might use "YouTube case study: 0-100k subs" or even just "New YouTube case study,"
[5:03] which would definitely appeal to me.
[5:04] And for the body of the email, I might write:
[5:06] Hey Sam,
[5:07] Long time Ahrefs user, so I've obviously seen
a ton of your videos.
[5:11] Was digging through your channel and noticed
that you haven't covered YouTube SEO.
[5:14] Seeing that you're obviously into tactical
marketing, I thought I'd send you a new case
[5:18] study that we used to grow a new YouTube channel
from 0 to 100,000 subscribers in 8 months
[5:24] (in a boring niche).
[5:25] If you have a second, I'd love to get your
feedback or perhaps you might have some suggestions
[5:29] on making our tactics more effective.
[5:32] Cheers,
Sam 2.0
[5:34] Even as I just wrote that, I got excited to
read this case study.
[5:38] And that's the kind of email that you want to send.
[5:41] Something that people are excited to receive.
[5:42] Now send that same pitch to Josh, and I promise
you that he'll ignore you.
[5:46] Now let's break this email down.
[5:47] First, the email is short and clearly articulates
what Mr. Moustachio is sharing with me and
[5:52] why he's contacting me.
[5:54] Second, the email is to the point and feeds
into my passion for strategic and tactical marketing.
[5:59] Third, the email doesn't have any sucking
up and faking that they love my videos.
[6:04] Sam 2.0 doesn't like them at all, and that's
a-ok.
[6:07] So don't bother with fake flattery unless
you truly mean it.
[6:10] Fourth, he's offering something unique.
[6:12] There's not a lot of information out there
on YouTube SEO that isn't a complete replica
[6:16] of the next article.
[6:17] Fifth, the email doesn't ask for a link, tweet,
or anything other than feedback.
[6:21] A small ask that can be mutually beneficial.
[6:24] Now, if we alter the email slightly, we can
add a sixth point.
[6:27] Let's say that he featured me in the post
because that's where he got some of his inspiration.
[6:31] Now, this is ego bait and I'm not usually into
it but since the email isn't overly praising
[6:36] me, I would take it as authentic.
[6:38] Now the question is...
[6:39] How can you send these kinds of emails at
scale? Easy.
[6:41] Just use a third party tool that supports
bulk sending like Buzzstream, Mailshake, or Pitch Box.
[6:46] All of these tools support a feature called
"merge tags."
[6:50] And "merge tags" are static pieces of code that
can dynamically swap in content.
[6:54] The simplest merge tag that I'm sure you're
familiar with is something like %first name%.
[6:57] To set this up, all you need to do is open
up a spreadsheet, and set your merge fields
[7:01] as headings and then enter in the required
cells to make each template complete and
[7:05] personalized. So as you can see from my spreadsheet, I've segmented prospects as people who are active
[7:11] video creators that are either a part of the
software company or run a blog plus YouTube
[7:15] channel in the marketing space.
[7:17] Let's split-screen this spreadsheet with the
original email and see how this would work
[7:21] if we were to use this row.
[7:22] Hey Brian,
[7:23] Long time Backlinko reader,
so I've obviously seen a ton of your videos.
[7:26] Was digging through your channel and noticed
that you have covered YouTube SEO.
[7:30] Seeing that you're obviously into video marketing, I thought I'd send you a new case
[7:34] study that we used to grow a new YouTube channel
from 0 to 100,000 subscribers in 8 months
[7:39] (in a boring niche).
[7:41] If you have a second, I'd love to get your
feedback or perhaps you might have some suggestions
[7:44] on making our tactics more effective.
[7:46] Cheers,
Sam 2.0
[7:48] Now two important things about this email.
[7:50] First, you need to make sure that all of your
merge tags make sense and are contextual.
[7:55] For example, you wouldn't say something like,
"Seeing that you're obviously into PPC marketing,"
[8:00] because it has nothing to do with the context
of what you're sending them.
[8:03] And second, you don't want to say you're a long time user or reader if you're not.
[8:07] Now, the final part of outreach is a follow-up.
[8:09] And the keyword here is "a."
[8:12] There's nothing more annoying than getting
more than one follow-up email, especially if all
[8:16] you're doing is just checking if they got
your email.
[8:18] Most mass sending tools show you whether people
opened the email anyway.
[8:22] Think about it like this.
[8:23] If someone doesn't respond to you after the
first two emails, either a.)
[8:26] they're not interested, or b.) you're landing
in their junk box, which is probably because
[8:31] they marked your email as spam a long time
ago.
[8:34] But not all follow-ups are bad.
[8:36] Sometimes people just haven't gotten around
to your email.
[8:38] Maybe they were on vacation, forgot to respond,
or whatever.
[8:41] So what I've found to work best is either
send a friendly follow-up or just straight-up
[8:45] offer more value.
[8:46] Here's how I might follow-up as Sam 2.0.
[8:49] Hey Sam,
[8:49] Just a friendly follow-up on my 0-100k YouTube
case-study.
[8:53] No worries if you're too busy, I completely
get it.
[8:55] By the way, I just shared your video on "Video
[8:58] Topic" because it was dope.
[9:00] Cheers,
Sam 2.0
[9:01] Now, the beauty of adding some unexpected
value like this is that if they want to start
[9:05] the conversation, they'll likely address the
initial email that you sent before.
[9:09] I wouldn't say to expect it, but it's a great
way to get the conversation started and to
[9:12] build connections, especially with prospects that you want to continue to build a relationship with.
[9:17] At that point, it's your content's job to
create "wow-like" moments for your prospects.
[9:22] Now, there's no one-trick pony with outreach
emails.
[9:24] And that's the point that I'm trying to drive
home here.
[9:27] There's no use leaving comments asking what
I'd say for an email in your niche.
[9:30] Because the answer will always be...it depends.
[9:33] Yes, if you want to do email outreach at scale,  then you need to use templates,
[9:37] but it's important
that you keep them as genuine as possible.
[9:40] So when you're doing your next outreach campaign,
make sure to contact the right person, talk
[9:44] to them like a human being, always think about
what's in it for them first, and I promise
[9:49] you that your outreach campaigns will be more
successful.
[9:52] Now, if you found this video helpful, then
make sure to like, share and subscribe.
[9:56] And if you have any questions then leave a
comment below and I'd be happy to jump in
[10:00] and help.
[10:00] So keep grinding away, stop copying people's
emails from screenshots in blog posts, and
[10:04] I'll see you in the next tutorial.

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