What Is Email Outreach?

Adam Steele
Nov 27, 2023
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How many unread emails are currently rotting in your inbox—10? 100? 1,000? More?!

No shaming here. Just a thought experiment with one objective: the average professional sends and receives over 120 emails daily, so how can you break through the noise and resonate with potential prospects?

To be sure you’ve adopted the right approach, by the end of this guide, you’ll know

  1. the answer to the question, “What is email outreach?”
  2. understand why email outreach is important,
  3. and have a firm grasp of outreach email best practices.

What Is Email Outreach?

Unlike flicking the odd email out there willy-nilly, email outreach is a strategic, targeted, and personalized approach. Its goal? To build meaningful relationships, promote valuable content, or negotiate a mutually beneficial backlink exchange.

Whether it’s a potential client, an influencer, or a website owner, at its best, email outreach crafts a narrative and tone that resonates with each recipient and is tailored to their individual needs, interests, and challenges.

Learn more: Interested in broadening your SEO knowledge even further? Check out our SEO glossary, where we’ve explained over 250+ terms.

Why Is Email Outreach Important?

Our inboxes are flooded with promotional content, generic newsletters, and unsolicited offers, so standing out is more challenging than ever—precisely where the importance of email outreach shines through.

Building and Nurturing Relationships

Email outreach is a people-first kind of deal. Rather than simply making contact, it’s about forging genuine connections and nurturing relationships that lead to mutually beneficial collaborations and partnerships.

Achieving Business Objectives

Beyond the immediate goal of fostering a connection and receiving a response, email outreach should be carried out with a primary objective in mind. While individual campaigns might focus on link building, promoting a product, or seeking feedback, the cumulative impact of well-executed outreach should be aimed toward propelling a business forward, driving measurable results, and fostering long-term growth.

Learn more: what are outreach links?

Enhancing Brand Visibility

Every email and every subject line is a blank canvas to paint your brand’s values, ethos, and unique qualities. Think beyond your primary goal and craft messages that not only achieve your primary object but also resonate deeply, turning a potential prospect into a brand advocate.

Personal Touch in a Digital World

The digital marketing industry is awash with artificial intelligence (AI), automated messages, and robot-like tones. Sure, automation has the advantage of quantity, but you have the advantage of being a human. So, let that flag fly. Be a human. Craft messages that have that personal touch, show you’ve taken the time to do your research, and stand out in an increasingly sterile-feeling digital world.

Types and Approaches to Email Outreach

Not every email you send will fit into a neat little box, but by grasping the primary types of emails and approaches used in outreach, you’ll know how to tailor your strategy for maximum impact.

Cold vs. Warm Emails

The temperature of your outreach involves slightly different approaches:

Sending a cold email—known as cold outreach—involves contacting someone you’ve never interacted with. You’re the salesperson knocking on a stranger’s door, and the recipient wasn’t expecting you to drop by. So, your best course of action is to introduce yourself, demonstrate you understand their business, interests, or pain points, and make a compelling case for why they should bother engaging with you.

Shooting out a warm email—warm outreach—you guessed it, involves contacting someone who’s previously interacted with you personally or has in some way made contact with your brand. Maybe they’ve subscribed to your newsletter, left a comment on a social media post, or perhaps you run into each other at a conference. Whichever it is, the established familiarity can make the prospect more receptive to your proposal.

“Shotgun” vs. “Sniper” Methods

Beyond cold and warm outreach, there are two different approaches you can take that, depending on the circumstance and recipient, will influence your outreach success:

The shotgun approach involves sending a large number of emails to a broad audience, hoping a few will hit the mark. Sure, it’s a numbers game, but it doesn’t have to go against what we touched on earlier—coming off as human, not robotic. Although this approach prioritizes quantity, you should still retain a level of personalization to avoid coming off as spammy and AI-like.

The sniper approach, as the name suggests, is all about precision. It involves selecting a small target audience and crafting highly personalized emails tailored to the individual. The aim of this approach is to make a deep connection with just a few rather than make a shallow impression on many.

Learn more: email marketing SEO.

Best Practices for Email Outreach

To be sure your outreach email marketing campaigns are optimized for success, here’s a quickfire list of best practices.

Ensuring Deliverability

First and foremost, let’s make sure your email outreach campaigns reach the intended inbox and not someone’s spam folder:

  • Avoid spam triggers: Steer clear of certain trigger words, excessive caps, and an overabundance of exclamation points ’cause email platforms detest that kind of stuff.
  • Authenticate your emails: Employ tools like SPF, DKIM, and DMARC to confirm your email’s legitimacy.
  • Maintain a clean list: Peppering unreceptive recipients with outreach emails only hurts your metrics and looks bad in the eyes of email platforms like Gmail. So, periodically clean your email list, removing inactive or non-responsive email addresses.

Crafting the Perfect Email

  • Subject line: Your first handshake. Make it captivating, pertinent, and steer clear of clickbait-ish subject lines.
  • Personalization: Address recipients personally using their first name and mold an email’s contents to their unique needs or interests.
  • Engaging visuals: Think graphs, infographics, custom illustrations, and even short animations that can succinctly convey complex data or ideas.
  • Clear CTA: Whether you’re enticing a prospect to read a blog post, check out a product, or schedule a call, make your call-to-action clear and compelling.

Dive deeper: blogger outreach best practices.

Email Outreach FAQ

Q1: What Is the Best Time to Do Email Outreach?

Answer: Research has revealed that the best time to send outreach emails is typically between 6-9 a.m. PST or 9 a.m.-12 p.m. EST. Of course, optimal times will vary based on the recipient’s industry and local time zone.

Q2: What Is the Difference Between Email Outreach and Marketing Emails?

Answer: Using a personalized approach, email outreach is a very objective-based initiative aiming to build relationships or achieve very specific goals. In contrast, marketing emails are often used to promote products, services, or content and are sent to a list of subscribers.

Q3: Do Outreach Emails Go to Spam?

Answer: It’s true—outreach emails may trigger spam filters. You can increase deliverability rates by avoiding spammy tactics and embracing an authentic approach.

Conclusion and Next Steps

Looking to elevate your outreach game even further? Then, complement it with robust link-building, impactful press releases, and strategic content marketing.

Loganix offers all these services and more, ensuring that every touchpoint in your digital marketing journey is optimized for success.

🚀 Ready to take the next step? Discover how Loganix’s services will help you achieve your outreach and marketing goals. 🚀

Written by Adam Steele on November 27, 2023

COO and Product Director at Loganix. Recovering SEO, now focused on the understanding how Loganix can make the work-lives of SEO and agency folks more enjoyable, and profitable. Writing from beautiful Vancouver, British Columbia.