What is cold email?

Upsail team

05.09.2022

Cold mailing is shipping emails to somebody who is not yet acquainted with a business or brand. A unique element: users do not permit to obtain cold mailings.
However, for the company, the such mailing is a possibility to develop the customer base.
To reap the benefits of cold mailing, you need to carefully consider and prepare it. Then it will be useful and will not cause negativity among potential customers.
The main feature of cold mailing is that it is sent manually from corporate or personal mail to specific recipients, and not to any users.
If a cold email is sent through an email marketing service, it automatically becomes spam.
Cold mailings are popular in many areas: education, medicine, construction, marketing, design, and the event industry.

What is Cold emailing: the most effective?

Cold emails are used as one of the email marketing tools to find new customers. With their help, commercial offers, price lists, job invitations, and cooperation proposals are sent.

While it assumes an average of 7 to 9 rings to reach a decision creator, automating a series of cold emails shipped to a decision-maker at different essential moments and for as long as you wish only takes a few minutes; in periods of metrics, cold email is convincing. Indeed, a well-designed movement can get 80% opens and 20% responses, or even better.

Why cold emails are needed

Cold emails are used as one of the email marketing tools to find new customers. Their help sent commercial offers, price lists, job invitations, and cooperation proposals.

Cold emails help businesses:

  • Expand base. An important task of such letters is to attract a potentially interested audience and thereby increase the client base.
  • Contact the client at a convenient time for him. Letters do not require an urgent response and inclusion in dialogue, such as a call. The recipient himself chooses when it is suitable for him to read the letter and how much time to spend on it.
  • Stay in sight. The letter is stored in the mail until the recipient deletes it. After reading, you can return to the note at any time.

Advantages

  • Cold email meaning allows you to expand your customer base.

It works like cold calls but has several advantages against their background.

  • It takes less time from the client than a call.

A person must pick up the phone, respond, and start a dialogue to answer a call. For some, such actions are already efforts that are not joyful.

The eyes quickly scan the letter. Just two or three seconds – and the meaning of the text is clear. Since there are fewer actions, notes are perceived much more loyally than calls.

  • Stays in view longer

The call is quickly forgotten, and the letter remains in the mail until it is opened. After reading, a person can leave the note in the inbox and return to it after a couple of days.

  • Scaled

You can send thousands of emails with a single click of the mouse, while you need a staff of managers for so many calls. Cold mailing is cheaper and easier than cold calling.

What to Avoid When Sending Cold Emails

  • Sending out to everyone

Mass sending emails will not bring high conversion but rather harm your domain. After all, people not interested in the product are more likely to mark the email as spam. As a result, the field may be blocklisted by mail services.

Collect a cold database of potential customers and work only with it.

  • Submissions from the company’s domain

Do not send emails from the company’s domain because there is always a risk of falling under the spam filter. If the company’s environment is blocklisted, you will not be able to send messages to colleagues and partners. So use a separate domain.

  • Too many templates

When using templates, you will not be able to stand out from competitors. After all, other companies use templates.

It is better to use unique design, content, and letterheadings. Templates can be taken as an example and adapted to suit your goals.

  • Tricks and tricks

With cunning, you can force a person to open a letter and even perform a targeted action, but he is unlikely to want to do business with you when the deception is revealed.

Cold emailing can generate interest and curiosity, but it must not be misleading. Remember, no one likes to be deceived, so avoid tricks.

How to collect contacts for sending cold emails

  • Social networks

In social networks, you can place links to thematic pages, to go to which you need to specify a postal address.

On such pages, you can post useful content: checklists, guides, collections, and life hack to attract more attention.

  • Offline tools

Conferences, meetings, questionnaires, networking, presentations, and questionnaires help to collect the email addresses of interested people.

  • Free webinars

They help to get the email addresses of users who are interested in your subject.

  • QR codes

Place them on products or as a separate board. When passing through the QR code, user data will be sent to the server.

Conclusion

To avoid turning a cold letter into spam, think over its purpose and structure – how best to convey the essence of the message.

For example, if you send a job offer to a candidate, then the essence and conditions must correspond to the recipient’s profession, experience, and expectations. And it is better to send commercial offers to persons responsible for making decisions about cooperation.

Cold emails can be helpful for a company if they are written correctly.

For the user to read the cold email and take the targeted action, avoid spam templates: flashy headlines, tricks, deceit.

Before sending emails, study your target audience. This will help create a strong copy and a headline that will spark interest. After all, if the reader sees a solution to his problem in the letter, he will read it.

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