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Great interview! Ethan was a speaker at our last GrowthHackers Conference. This interview gives important insight into their impressive growth of Robokiller.
Some legitimately good data in here.
Thank you for providing your unique perspective to this otherwise covered to death topic.
Opinions gathered @edyta_kowal <-
Fake personalization gets -1.3%. That was be expected.
Because of two reasons:
First, it's very easy to scale, so most bloggers opt for it. Because they subscribe to the belief that email outreach is purely a numbers game. No, you don't need to develop relationships; No you don't need to give before you receive.
You just need to send an X amount of emails and you're guaranteed to get Y number of links for your effort. And as for the scorched earth marketing tactic?
Oh well... grass will regrow, eventually.
Second: The specific example you shared "Hey FNAME, I just saw your article at XYZ.com. Great post! I’ve written something your audience would like…”
is very similar to what Brian Dean used in his outreach campaigns. And we all know how well it worked for him
This tells me that this approach used to work 5 years ago and that it was new then, but now is definitely old news.
And people are turned off by it because they recognize it's fake. The message they actually receive is "hey Name, I just (totally by accident- I'm being honest) stumbled upon your article about X. at XYZ.com. Great Post! I’ve written something your audience would like… And you better link to me because I bothered to send you a 'personalized' email."
And the reading blogger thinks "yeah by accident my"...
Hey Paul, thank for sharing this wonderful study. I enjoyed reading as it reinforced my belief that outreach is crucial for online success and that personalization is crucial for outreach success.
My goal is to master outreach so I'll be the in the top 5% getting 40% success rate. And let's see if I can beat Tad's 50% :)
Thanks, Paul for sharing it here. I was exactly going to do an email outreach to my influencers. These well-researched insights guided me to do well.
Thank you for this article. Like you mentioned in the beginning, it really is the final word on the topic and it's a huge timesaver (though I'll probably need a whole day to read the article, reread it and internalize the knowledge and make it my own).
I especially like the tactic of looking at Buzzsumo for inspiration.
It reminded me of building the foundation for a skyscraper article:
High number of shares,
High number of backlinks,
AND- proven interest from big media outlets (it can be mid-tier too).
This was the biggest immediate gain for me.
Because I realized that I can easily add another layer of research prior to writing and it got me excited.
I believe in coming prepared.
Do it once. Do it right. And the results will be for forever.
Excellent insights here Paul! This is exactly how I do outreach:
"The primary differentiators for top performing accounts are the amount of time spent prospecting for highly relevant contacts and customizing messages to make them personalized and contextually relevant."
That's why I get response rates of 40 to 50% usually!
The NYT rocks. I love how they grew their subscriber base last year. They will stay for another 150+years.
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