Asking whether cold email still delivers results is akin to questioning if a piano can still produce beautiful music — it all depends on who's at the keys.
If you're a maestro of cold emailing, then yes, it absolutely works like a charm. But if you're new to the game, expect a learning curve before you hit the right notes. Success in cold emailing takes time and expertise to develop.
Nowadays, cold emails often get a bad rap. Some people think they’re losing their edge, but do they really? The answer is both yes and no, and we’re here to show you why.
Real-Life Success Stories: Cold Emails That Deliver
Devantae’s Winning Strategy (Lead Gen Agency Owner)
Devantae knows how to play the game smartly:
- His emails are super personalized.
- He goes for quality over quantity, avoiding the mass email trap.
This approach has helped him close deals worth over £3 000 000 for his clients in just three years. Who says cold emails don’t work?
Saif’s Amazing ROI (Email Marketing Agency Owner)
Saif started with zero knowledge about cold emailing, so we hopped on a Zoom call to get him started. Within two months, he landed his first clients and saw an incredible ROI of over 20 000%. Cold emails for the win!
When Cold Emails Don’t Work: Common Pitfalls
Cold emails aren’t always a slam dunk. Here are five common scenarios where they fall short:
- Poor Copywriting
Bad copywriting is a major hurdle. Here’s how to fix it:
- Keep your emails short (no more than 50 words) — nobody has time for long reads;
- Don’t pitch your company or ask for a call right away; it’s too pushy.
We’ll unpack all of this later in the article, so stick around for the juicy details!
- Weak Email Deliverability
Poor deliverability can kill your cold email efforts. Avoid these mistakes:
- Warm up your email domain;
- Don’t send too many emails daily;
- Set up custom domain tracking, SPF, DKIM, and DMARC.
Without these steps, your emails might end up in spam.
- Not Defining Your ICP
Your Ideal Customer Profile (ICP) is crucial. Here’s how to nail it:
- List 500 prospects and get their emails with Findymail;
- Split them into five groups of 100, each representing a potential ICP;
- Run email campaigns for each ICP and see which works best.
If results are poor, it’s likely your offer, not the cold emails, that needs work.
- Weak Offer
A compelling offer is key. If your product or service isn’t appealing, no one will respond. After defining your ICP, craft an offer that makes prospects want to jump on a Zoom call with you. Not a copywriting expert? Use AI tools!
- Sending Too Many Emails
Quality trumps quantity. If you’re blasting out emails without segmenting your leads, you’ll miss the mark. This results in unqualified lists and generic offers. You might send 1 000 emails and not get a single response.
5 Key Scenarios Where Cold Emails Excel
- Well-Segmented Prospects: Those who master cold emailing know the importance of smart list building. They send targeted campaigns with no more than 50 prospects per batch. This approach allows for crafting personalized yet efficient messages across the board;
- Avoiding the Spam Folder: Deliverability is often the unsung hero of successful cold emailing. Even the most compelling copy won’t matter if your emails end up in spam. Discover how to keep your emails out of the spam filter here;
- Creative Copywriting Pays Off: Crafting effective cold emails isn’t easy, but the rewards can be immense;
- Focus on Starting Conversations, Not Selling: Top sales development reps understand that the best interactions begin with genuine conversations, not hard sales pitches. Keep your initial contact light and engaging to foster meaningful dialogue;
- The Power of Personalization: In an era flooded with impersonal emails, customization is king. Tailor your outreach with personalized intro lines and PS notes that resonate with your prospect’s interests or location.
Creating Impactful Cold Emails
As promised earlier, we're here to provide you with copywriting insights on crafting the perfect cold email.
It all starts with having your prospect list ready. Here’s the drill: Your email needs to be short, sweet, and packed with value that speaks directly to the recipient.
Plus, now that we’ve got enriched data from Proxycurl, we can personalize the email using insights like the recipient's name and specific details about their company or role. Personalization is key to catching their attention.
Let’s kick off with a hilariously bad example:
Subject: Hey! Check This Out!!!
Hey name,
I wanted to tell you about brand name. It’s some kind of API, I think? Supposed to help with data stuff. Not sure, but you might wanna look into it. Lots of folks are using it, I hear.
So, if you’re into that, check it out maybe? Or not. Whatever.
Later,
Colton
P.S. It’s good for sales and marketing teams, I think? Anyway, bye!
Yep, intentionally terrible, but sadly, pretty typical of most cold emails:
- Impersonal and mass-sent
- Vague and lacking a clear value proposition
- No real reason for the recipient to take it seriously or respond
And that’s why they often flop.
Now, let’s turn it around with a great example:
Hey name,
I noticed from your SaaS blog that you’ve dabbled in cold emailing before without much success.
I’m with brand name, where we specialize in providing data insights via API for effective cold email prospecting.
Could we schedule 15 minutes to discuss how we can transform your cold emailing strategy into a top-tier growth engine?
Looking forward to your response,
Colton
P.S. By the way, I’m also an alum from college name — small world!
Notice the difference? Clear value proposition, addressing a specific problem, and not pushing the product but instead offering a solution. And with tools like LLMs such as ChatGPT, we can automate this process almost entirely, saving time and energy.
Navigating Challenges in Cold Emailing
Sending out those cold emails is just the beginning of the journey. Here’s what you need to keep in mind once you’ve hit send:
- Persistence Pays Off: Not everyone responds right away — even those who eventually convert. Your prospects are busy, so don’t be discouraged if they don’t engage immediately. Following up is key. It’s okay to send a series of emails to ensure your message gets noticed, but always give them the option to opt out.
- Embrace Trial and Error: You won’t always hit the mark on your first try, and that’s okay. Cold emailing is all about testing, learning, and refining your approach. Expect some missteps along the way — it’s part of mastering the art of effective outreach.
- Prepare for Some Pushback: Negative responses are inevitable, even with well-crafted emails. It’s natural to encounter criticism, which can actually help you improve your strategy. Take constructive feedback seriously — it’s your chance to tweak your cold emails for better results.
Other Considerations
Does Cold Email Pair Well with Social Media?
Absolutely. Cold emails are most effective when combined with social selling techniques on platforms like LinkedIn or Twitter. Integrating cold emailing with inbound strategies can yield impressive results.
Timing Matters
While mornings are traditionally seen as ideal for cold emailing, consider the afternoon slump. With fewer distractions, your emails might stand out more during this time, potentially increasing your response rate.
Looking Ahead: The Future of Cold Email
Some speculate that as cold emailing becomes more prevalent, its effectiveness could diminish. Just as with email marketing’s evolution, saturation poses challenges. However, effective use and strategic adaptation ensure cold emails remain a potent tool in your marketing arsenal.
Conclusion
Cold emails, like musical instruments, can produce impressive results when played right. Success stories like Devantae's and Saif's show the power of personalization, quality over quantity, and understanding your audience.
Expect a learning curve: poor copy, weak deliverability, and unclear value can derail your efforts. Persist, refine, and learn from feedback to overcome these challenges.
Enhance your cold emails by combining them with social selling and inbound strategies. As the landscape evolves, value and personalization remain crucial.
With the right approach, cold emails will continue to thrive in 2024 and beyond. Happy emailing!
