Table of contents
What is cold email?
Cold emailing is when you reach out to a prospect who has no prior relationship with you.
If done poorly, they'll just be seen as spam. Done right, it's the beginning of a conversation that could lead to a sales conversion.
Benefits?
- More + predictable revenue once many ways to controll / manipulate gtm motions (ICP, buyer persona, copy/messaging, offer, channels)
- Valuable market insights once digital, quick feedbackloops
Do people even open cold emails?
Yes, we open mails all day long… actually for decades. Mail is not dead and wont ever be
Isnt that spam?
No. Here’s a comparison:
For instance such a newsletter I have never subscribed to is spam:
They bought my adress from a b2b database (eg Apollo) and sent me something. I am not in the targeted group, nor is the offer or messaging relevant for me.
In contrast, a good cold email is something I am replying and am thankful for receiving it. eg this mail I got:
Eventhough the mail is automated (nothing bad per se) its relevant for me. I am interested in certain product and he shows me his USPs right away. Also good copy in general with its SES (Short, Easy, Soft) structure.
Why multiple domains / email accounts?
- Primary reason: New domains / email accounts (less than 9-18 months old) can only send a very limited number of emails (max 20-40 mails per day per account). We therefore need a certain number of email accounts in order to be able to send the required number of emails (eg contact lists with multiple thousand contacts). Otherwise we would simply have too few emails to send.
- Secondary reason: We also spread the risk, as we have several domains and if one is blocked (reputational risk), we can continue to run the campaigns without the blocked domain / email accounts having an impact. We therefore spread the risk.