Most marketers fail when reaching out to decision-makers when delivering their message. And as these people are busier than you think, your cold emails should be short, concise, but full. Full in the sense that the reader would understand who you are and what your business does.
Cold emails have evolved in time. From a single generic message sent to hundreds of emails, it is now a strategy that involves a more personal approach. It is not a one-email robotic-sounding pitch anymore but the sequence of a more personalized and targeted approach. The used-to-be salesy pitch involves customization and lots of testing today.
However, being a part of an email marketing strategy, a cold email is still different from a warm email. A cold email is still unsolicited and comes from an unknown source. And like any message from a stranger, opening these emails is a tough challenge for marketers.
But it doesn’t mean doom for cold emails. Most businesses still prefer cold emails when turning prospects into clients. With most transactions happening digitally, people save more time for meetings when reading first. According to the Corporate Executive Board, 57% of customers completed their purchases already before calling the suppliers.
But investing in cold marketing requires a massive amount of effort and investment: from your marketing team to your lead generation tool to planning and launching your campaign.