Cold email can single handedly be the #1 game changing, impact producing, difference making marketing channel you can deploy today. There are so many pros and potential benefits to doing cold email and fewer downsides that it basically becomes a question of "Why not?"
Historically, the term has a bad reputation. To many, cold emails are synonymous with spam and a nuisance, considering that U.S. consumers spend 3.2 hours checking their work email each day.
Although it can be in certain situations, generally cold email is not a complete replacement for other inbound methods, but rather a super powerful supplement—a way to drive near-term growth and buzz while inbound campaigns gain traction.
Still, it’s easy to get cold emails wrong. Here’s how to increase the chances of success with cold email...
The statistics here don't lie either and underscore the necessity of a cold email strategy.
Take these for example: email marketing is still the highest ROI form of advertising, generating an astounding $42 for every $1 spent. Or the fact that there are over 4 billion daily email users.
These stats are powerful enough on their own, but when combined, they all point to one clear conclusion: email is the most powerful weapon any marketing or sales person has at the top of their funnel to generate interest, demand and leads.
Compare these prospect outreach scenarios:
Scenario A: you have the ability to land in the pocket of thousands of laser targeted potential customers, by sending them a highly personalized message, addressing them by their first name, and quickly catching their intrigue by dropping some amazing facts or ideas. You can create a real, intimate, memorable connection here.
Scenario B: you have the ability to show a large pool of vaguely targeted customers a quick video or picture describing your services in a hurried, saturated and zero patience environment, where quickly scrolling is habituated and attention is next to impossible to garner. You can create a fleeting, hard to remember and mostly meaningless connection here.
Scenario A is cold email and Scenario B is a paid ad on their Facebook newsfeeds. The difference is clear in terms of which method can lead to higher value customers and more effective outreach. Cold email will never have the power of scale that a network like Facebook has, where you can "target" 50 million people in 1 campaign and generate millions of "impressions "(baseless views) in a week, but how meaningful are those impressions? How much do people actually remember your ads? How personalized are the ads to the consumer? Do they get addressed by their first name in a polite and courteous way?
Now that we have the question answer of "Should I use cold email in my marketing strategy?" (in which the answer is YES), one must next consider exactly how to go about creating an effective cold email strategy. One that requires technical know how, patience, clever copy and most importantly — a targeted list.
We will discuss this in subsequent posts, so make sure to stay tuned!