Cold email is often seen as an intrusive practice or equated with spam. However, if done correctly, it can become a formidable weapon for generating qualified leads and forging professional relationships. Unlike traditional email marketing, which targets contacts who have already interacted with a brand, the cold email is addressed to recipients who do not yet know the sender. But then, how to use this approach effectively and ethically? In this article, we dissect the concept of cold email, its advantages, and its best practices.
Understanding cold email
Cold email is an email sent to a recipient without prior interaction, in a professional setting. It is characterized by a strategic approach where the sender seeks to establish a relevant first contact with a prospect, potential partner, or qualified candidate.
Do not confuse cold email with email marketing
Although both approaches use email as a communication channel, they serve distinct objectives and strategies.
Cold email aims to establish a first connection with a person who has never been in contact with the sender. It relies on a targeted and personalized approach, often in B2B, and is used to open a specific conversation.
Email marketing targets a base whose subscribers have given their consent (opt-in) and allows maintaining an existing relationship through promotional campaigns, newsletters, or commercial offers.
In short, email marketing is based on loyalty and engagement of already acquired contacts, while cold email seeks to create a new opportunity through a direct and relevant message.
Do not confuse cold email with spam
Even though cold email is sometimes (very often) equated with spam, these two practices are very different.
Cold email is sent to a specific individual with an individual approach and legitimate intention. It complies with current regulations and offers real added value to the recipient.
Spam is a massive and untargeted sending of promotional emails without the recipient’s consent. It is often automated, impersonal, and generally does not comply with data protection rules.
In short, a cold email seeks to establish an authentic relationship and provides a benefit to the recipient, while spam is perceived as an intrusive nuisance without real relevance.
Cold email and legality: what you need to know
Even if the recipient of a cold email has not given explicit consent, this practice is legal provided certain rules are followed:
- Legitimate interest – In a B2B context, it is often considered legitimate to contact a professional whose activity is relevant to the offer provided.
- Compliance with local regulations – Different countries have specific laws on email solicitation (GDPR in Europe). They regulate the use of unsolicited emails and impose obligations on senders.
- Right to unsubscribe – To be compliant, a cold email must include a clear and immediate way for the recipient to unsubscribe from future communications.
- Transparency of the sender – The identity of the sender must be clearly stated and the contact information must be valid.
Why use cold email in marketing?
Generate qualified leads
Cold email allows precise targeting of potential prospects and initiates a conversation with them. Its targeted and personalized nature increases the likelihood of a response.
Reduced cost and high ROI
Compared to paid advertising campaigns or professional trade shows, cold emailing is a low-cost strategy that, if well-managed, can offer an excellent return on investment.
Build professional relationships
A good cold email is not limited to a direct commercial approach. It can also serve to establish relationships with partners, influencers, or potential clients.
What it takes for your cold email to work
1) Accurately target your recipients
The effectiveness of a cold email relies on the quality of the database used. Search for relevant contacts using tools like LinkedIn, industry databases, or email verification services.
2) Personalize your message
As explained earlier, one of the major criteria of cold emailing is its “tailored” aspect. Therefore, to maximize the chances of your message being opened or read, it is crucial to personalize it by mentioning the recipient’s name, their company, and relevant contextual elements.
3) Write a catchy subject line
The subject line is the trigger for opening an email. It should be simple and engaging.
Tip: Avoid overtly commercial formulas that may be filtered as spam.
4) Offer added value
An effective cold email should provide a valid reason for the recipient to take an interest: relevant content, a professional opportunity, or a solution to a specific problem.
5) Be concise and impactful
As you know, professionals receive dozens or even hundreds of emails per day. A concise, well-structured message that gets straight to the point increases the chances of a response.
6) Add a clear call to action
Every cold email should contain an expected action from the recipient, such as scheduling a meeting, downloading a document, or replying to a question, etc.
7) Follow up and follow up smartly
One attempt is generally not enough. Thus, it may be relevant to follow up. However, do this correctly and wait a few days after the first send.
Examples of effective cold emails
Example 1: Sales prospecting
Subject: [First Name], let’s optimize [specific issue] together
Hello [First Name],
I’m reaching out because I’ve noticed that [company] is working on [issue]. At [your company], we have helped [name of a similar client] achieve [concrete result].I would be delighted to discuss this. Would you be available for a quick conversation this week?
Best regards,
[Your Name]
Example 2: Follow-up after a first email
Subject: Follow-up on my previous message
Hello [First Name],
I wanted to quickly follow up on my previous message. Have you had the chance to take a look? I believe [your solution] could really help you [benefit].Feel free to let me know if you’d like to discuss.
Best regards,
[Your Name]
A well-executed cold email is like a virtual handshake: it should not be too pressing or too distant. When it is targeted, relevant, and respectful, this cold message becomes an asset for expanding your network and seizing new opportunities.
