Most people launch an email campaign and call it a day. 

And that creates one huge problem throughout the growth: That is to find new leads after each interval of time.

That seems like a hassle for a long-term plan. Hence, the people need something that has more of an automation touch to it. But is it really possible?

We aim to find a way to launch an email campaign once and only add new leads when necessary, or after a certain interval. That’s when I came across a concept called the ‘Evergreen Campaign’. 

What is an Evergreen Campaign?

This is a campaign that fulfills our aim – that is, to launch an email once, and only add leads after a certain time interval. This method is on autopilot and is a recurring event. In this article, we are going to learn about this, how it works, and how we can make it work in our favor.

Build an Ideal Customer Profile

This is the first step of research on cold mailing, and a rookie mistake if one is being honest. One of the major reasons why email campaigns fail is that they fail to identify their actual audience. 

For example, if you run a business for books, then you need to pitch people to buy your books. But you need to pitch to only those who are interested in books and have a record of buying books online (unless you have a really good copy that can convince them). 

Most people think everyone around my business area, or even in my competitor’s list, is my prospect, which is where the plan fails. 

Everyone around you might not be the audience that you are looking for. Your audience is the people who are constantly buying books, or are readers, or are interested in buying books in the future, irrespective of where they live. 

But if I keep sending emails according to location or any other parameter that may be less relevant, the reply rate is low.

My prospect should be someone who is related to books, anyhow, not random people around me.

This is where the mistakes lie, and wrong emails could get you in the blocklist, so be very careful when you make that list. 

Keep an Eye on The Activities of Your Prospects

You need new leads every week to automate your email campaigns. But here’s a twist, a recurring event doesn’t always mean a lead. A lead is someone who shows the slight interest of needing and purchasing your product. There are several ways of knowing if you should actually invest in this lead, I’ll show you a few ways:

• A lead is already interested in your product. How do you know that? Because they are already using your competitor’s product. And the crazier thing is – there’s a tool that you can use for it. BuiltWith is a tool that lets you find email addresses of potential clients when they sign up for one of your competitor’s products.
• There’s another tool called Phantombuster that does an amazing job of scraping emails addresses of people who interact with products similar to your products.
• There are other ways to confirm these: If your prospect launches new group projects all the time, you can contact them using tools. For example – if you are a company that sells different kinds of software and you see someone launching their website, you can extract their email and contact them
• If that doesn’t work out, you can search for interviews, talk shows, etc to found a relevant lead.

Use the The Right Tools

This is the easiest step to exist. Remember how the leads were extracted and certain tools were mentioned? We are diving deep into that now

In the previous section, it is explained that tools like Phantombuster etc, are used to scrape necessary emails. These are the Email Outreach tools. But in a broader sense, there are different ways to do this and that entirely depends on the situation that you are in. 

The above-mentioned tools are pre-built and are used under specific conditions. 

For most projects, these tools do just enough to get the job done. But if that still does not work properly, there’s an easier yet a bit costlier way out – that is to hire a developer. 

And what will the developer do in this situation? Build you a custom web scraper. You can hire any freelance work from different freelance sites like Fiverr and UpWork.

Arrange Your Leads

Now what shall we do, now that we have all the email leads that we need?

We arrange them in a way so that we can find them easily when we need to connect. That is, to create a Google Sheet listing all the prospects. 

Since the emails are scraped, we already know the email addresses and links to their websites. Then add relevant addresses like website links and LinkedIn profiles whenever necessary. 

A tip: Even if it feels like too much, try to input all the datas by yourself to avoid future confusions. Yes, you can hire a virtual assistant for that but a recommendation would be not to.

Launch your Own Campaign

After you have done selecting your leads, this is your time to create your campaign. 

There are tons of campaign tools that we can use to automate the emails easily. Once you are done uploading all your email leads in the spreadsheet, you can now link it to your desired campaign tools. Some of the tools that are highly recommended are: Hunter.io, Snov.io, Emailchaser, etc. 

For most of the tools, you are adding and extracting lead from events that are happening repeatedly. These tools have the option to automate, so you don’t have to worry about manually putting the email addresses every week.

After you are done planning the leads for your campaign, it is time to launch them. 

And the best part? You can control them forever from now on. 

Analyze and Control when Necessary

Just launching an email campaign is not the end of the process, there still remains one more important part that everyone fails to include – the analysis of the results and to know if it's still working. 

Companies may disagree on the statistics, but we will stick to the basic parameters that are maintained by most other companies.

• If the open rate is less than 40%, that’s bad news for you. You need to take a look at the subject line and your domain usage. 
• If the reply rate is less than 10%, then you are not writing enough good copies to get into the mind of your prospects. Try understanding your audience, get more personal, and use terms that they are interested in. Make sure you are approaching the right audience with your words.
• Some of it should yield to meetings and confirming meetings by the day, or else you are doing it wrong. If the meetings booked are less than 3%, then I got some bad news for you, you have to filter your value propositions and focus on your CTA.

Key Takeaways

There’s no doubt that email marketing and cold email outreach works. Email Automation doubles that advantages with less than half the work. But somewhere in the line, copies get lost in the spam due to lack of research. 

There is no alternative to test different formats and writings and see which one works the best. Although there are tools, AI, etc., to ease copies now for a bit, nothing beats a fresh, genuinely written copy catered towards the prospect’s niche interest.

An evergreen or the automation email campaign is the best kind of email campaign. It’s dynamic, mails new leads every week – does everything to get that work done. So hurry up, and give this one a try.