Cold Email Marketing
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What is Cold Email?
The definition of cold emailing goes something like this: “A cold email is an email aimed at gaining a benefit in terms of sales, opportunities or any other dual-sided benefit from someone with whom the sender has no prior relationship or connection.”
Cold emailing is a method of introducing yourself to someone you don’t know and attempting to establish a relationship with them in the hopes of eventually turning them into a customer.
Here’s an example:
You own a software company that sells a powerful data analysis tool to enterprise businesses. Many businesses could benefit from your software, but you have limited resources to market it. So, how do you handle such a situation? How do you contact your prospects?
That’s where “cold email” enters the picture.
It is an effective strategy for generating new leads and closing sales. However, many people confuse cold emailing and email marketing. Although both are powerful, their approaches and results are vastly different.
Isn’t cold emailing and email marketing the same?
No, cold emailing and email marketing are not synonymous. Both are distinct approaches to contacting potential customers or clients. The main distinction is in the relationship between the sender and the recipient.
Let’s see how cold email and email marketing are different from each other.
Cold Emailing:
Cold emailing is the practice of sending highly personalized emails to strangers. The goal is to initiate contact and try to build a relationship before pitching the product or service. Many companies use cold emails as part of their sales outreach efforts. Some of the famous brands are:
- HubSpot: HubSpot has a team dedicated to cold email outreach, and they use personalized emails to introduce their software to prospects. Offering free trials and demos has helped them convert many prospects into paying customers.
- Dropbox: sends cold emails to potential users, offering them additional storage space if they sign up through a referral link. This enabled Dropbox to rapidly expand its user base and become one of the most popular cloud storage providers.
- Grammarly: To attract potential users, Grammarly provides free trials to businesses and enterprises. They were able to generate leads and expand their user base through cold emailing.
Email Marketing
Email marketing entails sending targeted emails to a list of subscribers who have agreed to receive your emails. The goal is to establish a relationship with subscribers by providing value at regular intervals, eventually converting them into customers. Many businesses use email marketing for their inbound sales efforts; here are a few examples:
- Airbnb: Airbnb sends personalized and engaging emails to its subscribers, highlighting various travel destinations and activities.
- Kate Spade: The fashion brand sends promotional emails with discounts and limited-time offers to encourage subscribers to make a purchase.
- Litmus: The email marketing company sends out regular newsletters with insights and tips on email marketing best practices.
Here’s an example of a Cold Email:
Here’s an example of a Email Marketing:
What are some of the benefits of Cold Emailing?
Cold emailing is an effective strategy for reaching potential customers. Here are a few key advantages of cold emailing:
- Targeted: Cold emailing allows you to target specific individuals or businesses who you believe will benefit from your product or service. You can tailor your message to each recipient, which increases the likelihood of a response.
- Scalable: Cold emailing is a scalable way to contact potential customers or clients. You can send hundreds or even thousands of emails at once, allowing you to reach a large number of potential clients quickly.
- Cost-effective: Unlike traditional marketing and sales methods, there is no need to spend a lot of money on advertisements or referrals. All you need is an email address and a carefully crafted message.
- Better ROI: When done correctly, cold emailing can provide a higher return on investment (ROI) than other outreach methods. You can easily track your open rates, response rates, and conversion rates to assess the effectiveness of your campaign and make changes as needed.
You should now understand the benefits and effectiveness of cold emailing. Let’s look at the various use cases for cold emailing and how to make the most of them.
What are the various use cases of Cold Email?
There are numerous applications for sending out cold emails. The actual use case may vary depending on your requirements. Here are some of the most common applications of cold emailing:
1) Lead generation:
Cold emailing is an effective way to generate leads.
For example, suppose you own a B2B software company and are looking to generate leads for your product/service. You can conduct research on your target audience and create a list of prospects. Once you’ve identified your prospects’ needs, you can create a compelling message and pitch your services to them.
This allows you to send targeted messages to hundreds of thousands of prospects, generating an unlimited number of leads. You start by building a relationship and gradually move towards converting them into valuable customers.
2) Business partnerships:
Cold emailing can also be used to form partnerships with other businesses. This entails contacting potential partners and explaining how your business can benefit theirs.
Assume you run a digital marketing agency that specializes in social media management and want to collaborate with popular influencers in your client’s niche. You can begin by researching influencers in your target industry and compiling a list of potential partners.
Once completed, you can begin reaching out to them via email with a compelling offer, eventually closing the deal. A well-written cold email can spark a conversation that leads to a mutually beneficial collaboration.
3) Networking:
Cold emailing allows you to expand your professional network. You can reach out to people you admire or want to work with in your industry or related fields.
Here’s an example: you want to network with people in your industry. You can begin by visiting their website, obtaining their email addresses, or compiling a list using a third-party tool. Once completed, you can send them targeted and personalized emails and establish connections.
A personalized and thoughtful cold email can help you build relationships and potentially lead to future collaborations.
4) Link building:
Cold emailing can help you get links to your website. Basically, you need to find websites that are relevant to your niche and then contact them with a personalized pitch for why they should link to your website or content.
For example, suppose you run a business that sells environmentally friendly cleaning products. You recently published a blog post about the advantages of using natural cleaning products, and you now want to build links to that article.
To identify potential link targets, begin by searching for related terms in your niche and compiling a list of websites from which to obtain a link. Once completed, you can begin creating a list of people who would be best suited to pitch for a link.
By creating a personalized, relevant pitch and reaching out to the right people, you can increase your chances of obtaining high-quality links to help your SEO efforts.
5) Recruitment:
You can also use cold emailing to recruit potential employees. This entails reaching out to potential candidates for a job opening at your company.
For example, suppose you are a hiring manager for a software company looking for senior engineers. As an HR professional, you’ve identified and compiled a list of a few qualified candidates, but they’re not currently looking for a new job.
To contact them, you can send a personal cold email informing them about your company and the position. You can also emphasize how the candidate’s experience and skills match the role, and how they would be an excellent fit for the position at your company.
Now that we’ve covered the various use cases for cold emailing, you might be wondering if it’s as simple as writing an email and hitting send, or if there’s more to it.
Here’s something you should know: sending cold emails to your prospect is a delicate art that requires careful planning and execution, also known as cold email outreach.
You must be thinking, “What the heck is this cold email outreach now?”
Don’t worry, we’ve got you covered. In the following section, we will discuss what cold email outreach is and how to do it in the most effective way to achieve your desired results.