Running an effective outreach campaign is one of the cornerstones of any successful SEO campaign. Whether you are outreaching to promote new content, undertake some gifting or are just asking for links, email is usually the most efficient and scalable means of communicating with site owners.
However, with each person receiving an average of over 100 business related emails a day, competition for open and response rates is extremely fierce. Even if the email is to a personal inbox, you are still fighting for attention against all their existing contacts and subscriptions. Remember this as well – 99% of outreach emails are probably unsolicited – e.g the person you are emailing has not communicated with you before – which underlines the need to really stand out from the crowd.
That said, if they are a key influencer then it will be worth doing some initial prep work such as commenting on their blog, sharing their content or contacting them on social media before sending them an email. However for everyone else, the initial email will be their first interaction with you. Furthermore, if you are emailing a popular and reputable blog owner/author, they are likely to receive lots of other unsolicited blogger requests. With this is mind the question really is…
How do you make your outreach email stand out above everyone else’s?
Well the first step to getting a response is to get the actual email you send opened, so you should consider carefully what you write in the subject line . Using mundane subject lines such as “Collaboration Opportunity” etc will work for some bloggers who will no doubt respond to you. However I would contend that the most influential ones are likely to ignore you. So, for your most important, higher authority link targets it pays to think very carefully about what subject line you use. There are several reasons why this is important….