The Truth About Cold Emailing
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Ever since there have been salespeople in the world, buyers and consumers have been cold called. The technique has always been controversial, but it used to be more acceptable than it is today. A lot of this has to do with technology. In the past when a sales person wanted to cold call you they sent you a letter, knocked on your door, or personally phoned you. Now cold calling involves mass generic mailings and phone calls from machines. And this is all before we start talking about email spam. This doesn't mean you shouldn't cold call, though, particularly using email.

The reason you should consider the strategy is obvious - it can help you reach new customers and make more sales. It is also a low cost lead generation strategy. When done right, it can deliver a significant return on investment.

Making sure it is done right is the key, though.

Guiding Principles

The first thing to understand is cold emailing is not spam. Some people believe that any unsolicited email is spam, but this is not the case. Instead emails become spam when they are irrelevant to the sender and non-personal, as well as being unsolicited.

So, to send unsolicited - or cold - emails the right way you should:

- Make all of your emails personal

- Never send anything that is not relevant to the recipient

There are a couple of other things about cold emailing you need to know before you start. The first is you will get rejected - a lot. The second is that you must always remain friendly and professional. Remember, the person you are contacting is under no obligation to respond or even be polite. Whatever they decide to do with your email, you should maintain your professionalism.


Once you are happy that cold emailing is right for your business, and are willing to do it in a non-spam way, you can start your research. This means finding individuals or businesses who might be interested in the products or services you offer.

The better this research is, the more likely you are to keep all the cold emails you send relevant. How you find the potential leads to cold email will depend on your industry, but you should always identify a person to send your email to, and get their personal email address.

The First Email
As already stated, your cold emails should never be generic. You need to personalise them, and you have to find a hook that makes it highly relevant. Mentioning a blog post the person wrote, for example, or using the name of a mutual acquaintance. You will find this hook in your research.

Make your email brief and explain in simple terms why you are sending it. Here is the key though - don't sell. That means you shouldn't list all the features of your products, or include a killer call to action. You can instead ask them to connect on social media, invite them to an event, or tell them about a blog post they might be interested in. Or you can simply describe your business (in brief) and offer them the chance to talk to you further.

You should ask them to do something, though. You want the person to take a positive action, so ask them. The simplest way is to ask them to reply to your email.

Follow Up Email
Some people will respond, and you can start communicating with those like any other lead. For those that don't you should send a follow up email. You should only do this once, and vary the time of day or the day of the week that you send it, just in case that was a factor in the first email not being responded to.

Cold emailing is a lead generation method that requires effort, and it is unlikely to be the only method you will use, but it can be a useful part of your overall sales strategy.
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