Cold Emails: The Myth

The term “cold email” has a bad reputation and, truthfully, oftentimes brings to mind the dreaded term, spam. Why would anyone want to use cold emails when such a negative cloud surrounds it?

The answer to this is simple. When executed correctly, cold email campaigns work. And not just work, but work really, really well, yielding effective results time and time again.

But how do cold email campaigns work? What sets this strategy apart from more cutting edge social media marketing strategies?

Well, straight off the bat, cold emails are often part of account-based marketing strategies and can deliver company-specific case studies directly to prospects. Prospects are directly targeted based on your perfect client persona.

Cold emails have 3 potential advantages.

Firstly, cold emails reach users that spend time in their inboxes and for many, their email inbox is the core of business communication.

Secondly, cold emails are direct. A sales pitch on Facebook or Twitter has the opportunity of reaching thousands but it lacks the direct, personable touch that is communicated in an email. And let's face it, in this age of attention, who really notices the majority of ad pitches?

Thirdly, an email waits on the recipient.

Cold emails are scalable, and you can only knock on so many doors and make so many cold calls per day. Cold emails can potentially reach thousands through the click of a button.

With the development of technology, there has been an increase in the number of cold email tools that are available to ensure the impact of your cold email campaign. And that's the point, isn't it? You always want to capture more and more of your audience's attention.

In today's shifting business landscape, it is a necessity to continually expand your business development efforts and increase your companies reach.

But what is the difference between an effective and mediocre cold email campaign? Whilst bad cold emailing leaves the reader annoyed, a good cold email elicits engagement with your prospect by adding value and can potentially generate revenue which will help scale your business growth.

Cold email is not dead. On the contrary, through the correct application, cold email campaigns are a valuable tool in effective business development in today's digital business world.