So why is a cold email still being used as the marketing method of choice? Could sending a cold email even majorly backfire for your business? <\/p>\n\n\n\n
Grab your ice picks as we\u2019re about to break into the topic of cold emails like never before. <\/p>\n\n\n\n
Plus, you\u2019ll discover how to send successful emails to prospects in a way that feels a little more human by stepping out of the freezer and into the warmth of meaningful customer engagement. <\/p>\n\n\n\n
What is a cold email?<\/strong><\/h2>\n\n\n\nDepending on who you ask, a cold email is what makes it impossible to fully clear your email inbox. However, the official definition of a cold email is sending an unsolicited email without prior contact with the sender. <\/p>\n\n\n\n
In layman\u2019s terms, sending a cold email is contacting someone out of the blue and assuming they\u2019ll immediately want what they didn\u2019t know they needed and probably don\u2019t need either. <\/p>\n\n\n\n
When we think about the psychology of selling, the element of surprise and even potential annoyance doesn\u2019t spring to mind as a winning tactic. Yet cold email marketing is still heavily relied upon to reach out to potential prospects. <\/p>\n\n\n\n![\"Cold](\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2022\/07\/Untitled-design-7.png\")
<\/a>An example of a cold email sent to me asking to appear on my blog. Or to do my SEO, social media marketing or data entry for me? <\/figcaption><\/figure>\n\n\n\nBy cold email, we don\u2019t mean sending an email full stop, even if you\u2019re reaching out to a stranger. Sometimes, it\u2019s just not possible to have met the person before introducing yourself for the first time. <\/p>\n\n\n\n
Instead, the true association of a cold email is: <\/p>\n\n\n\n
- Generic impersonal opener <\/strong><\/li>
- No prior research of the prospect <\/strong><\/li>
- No interest as to whether the idea has relevance<\/strong><\/li>
- No value of the recipient’s time<\/strong><\/li><\/ul>\n\n\n\n
Translation:<\/strong> All that matters is me the sender because I have a thing to sell and I need to get it sold. I don’t care how. I don’t even care if the email is well written. So long as it lands in your inbox I’ve done my job! 🤞…🤨<\/p>\n\n\n\nIce factor of such cold emails: You\u2019re in the Arctic. <\/p>\n\n\n\n
Cold emails – why I blame Tom Hanks<\/strong><\/h2>\n\n\n\n![\"cold](\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2022\/07\/Untitled-design-6.png\")
<\/a><\/figure>\n\n\n\n\u201cI turn on my computer. I go online and my breath catches in my chest until I hear three little words\u2026you\u2019ve got mail!\u201d – Even Hollywood made us believe everyone wants to read our emails in the 1998 movie classic You\u2019ve Got Mail<\/a>. <\/p>\n\n\n\nSerenaded by the sound of your dial-up internet firing into gear, there was once a time when receiving an email – from anyone at all – seemed really exciting. Even the dog came bounding up to read the screen in the trailer. <\/p>\n\n\n\n
Now, if Tom Hanks really was on the other end of the message, we\u2019re sure this enthusiasm for every email we ever get sent would still be there in abundance. But he\u2019s not. Furthermore, our relationship with email has changed since those early days of being wowed by the very ability to send an email in the first place<\/a>. <\/p>\n\n\n\nInstead of being a novelty, email is now something most of us see as part of our daily grind. Keeping on top of work emails can be stressful at times, so having additional cold emails from marketers to deal with is definitely not going to alleviate this for us – especially if it\u2019s something we really don\u2019t want or need. Instead we’ll race to delete such messages in one big go just to clear our screens. <\/p>\n\n\n\n
So why do some businesses still assume that so long as an email lands in their recipient\u2019s inboxes, it\u2019s enough to get the job done? <\/p>\n\n\n\n
Let us make no mistake here. When done correctly email marketing has an average $36 ROI for every $1 spent. It\u2019s truly amazing stuff. <\/p>\n\n\n\n
But those who see these kinds of returns aren\u2019t relying on the romanticised view of what email once was. Instead, the savviest marketers know their recipient is likely very busy, and definitely doesn\u2019t have time for what they perceive as spam. So they put a little thought into what they send and how they do so. <\/p>\n\n\n\n
Enjoying this post so far? ✉️ ➡️ <\/strong>Sign up to the free GoSquared newsletter<\/strong><\/a> to receive more posts like this one direct to your inbox. <\/strong><\/p>\n\n\n\nWhy is cold emailing bad? – The risks of sending a cold email<\/strong><\/h2>\n\n\n\nThere are four main risks of sending a cold email, especially the typical way it’s done, in that emails are sent without tailoring the message or strategy specifically to your recipient. <\/p>\n\n\n\n
These \u2018risks\u2019 are the reactions that a cold email is most likely to generate: <\/p>\n\n\n\n
Annoy <\/strong>😠 <\/strong>– The most common reaction a cold email will have is that it will annoy your prospect, especially as research suggests the average person receives 121 emails a day<\/a>. Emails that practically scream at prospects to get them to listen don\u2019t work because they are simply not a priority. Instead, they\u2019ll go straight in the trash can while being marked as spam. <\/p>\n\n\n\nIntrude <\/strong>🥷 <\/strong>– Have you ever received a cold email and thought, \u2018what thing I subscribed to gave you my details, and how much did you pay for them?\u2019 This is especially the case for newer websites or email addresses, or even personal addresses that you\u2019ve been keen not to share. It feels like nothing is private anymore, and shows the sender will even toss GDPR in the bin to get a sale. It\u2019s just not the way to encourage a meaningful connection.<\/p>\n\n\n\nOffend <\/strong>😬 – By cold emailing anyone and everyone, you run the real risk of offending people. Whether you are trying to tell users you can do better with the services they already provide or want to sell them something based on outdated stereotypes you used to target them, it’s never a good look to offend people you are trying to turn into customers. <\/p>\n\n\n\nUpset <\/strong>😢 <\/strong>– Worst of all, you could upset a potential prospect with your cold email, if you\u2019re doing things the typical way where you don\u2019t research prospects because you send emails out on-masse. Some topics are deeply personal, even if we don’t hold the same associations with a topic, service or even time of year ourselves. Without due diligence it\u2019s impossible to know if you’re going to provoke such a reaction. <\/p>\n\n\n\nNow ask yourself if annoying, intruding on, offending or upsetting prospects is what will get people over the line? Or whether any of these reactions are even things you want your brand to be associated with? <\/p>\n\n\n\n
Because cold email usually<\/em> involves going in without a plan as a one-size-fits-all approach, it runs a real risk of any or all of the above. <\/p>\n\n\n\nSending a cold email is the digital equivalent of doorstep selling <\/strong><\/h2>\n\n\n\nFor those unaware, doorstep selling involves someone knocking at your home unannounced to try and sell you something. Often something you\u2019ve never asked for, heard of, want or let alone need. Although doorstep selling is not illegal, the practice is deeply frowned upon due to its unscrupulous pressure selling techniques.<\/p>\n\n\n\n
Like with a cold email, it\u2019s common for someone to knock at the door to tell you that you \u2018have a problem\u2019 you didn\u2019t even know you had, and that the person who stands before you is your knight in shining armour to fix it for you. It could be gutters, double glazing, driveways or your energy supply. But is this remotely welcome for most people? No it’s not. <\/p>\n\n\n\n
Living in a busy residential area, there are a few doorstep selling incidents that stand out to me and neither of them are good. Like the major window company opening with “We’re NHS approved!” during the height of the pandemic. Their cleverly concocted spiel ensured people opened the door long enough so that they could take off their double glazing salesman cloak around 30 seconds in. <\/p>\n\n\n\n
Or the national telecoms company who recently did the \u2018frantic knock\u2019 pattern at my door. When I opened it, in the middle of a hectic workday, they announced: \u201cIt\u2019s nothing to worry about, but it\u2019s just that your neighbours have reported\u2026\u201d<\/p>\n\n\n\n
[immediately inserts every applicable scenario here that involves all emergency services and a 10-man news crew]<\/p>\n\n\n\n
\u2026 \u201cthat their internet speeds are slow (yes despite most of them being in their late 90s). Don\u2019t worry, as I\u2019m here to fix that for you, by switching your internet provider for you today after just a few quick questions!\u201d <\/p>\n\n\n\n
When I reached out to the company to tell them this was a poor tactic indeed, I then got stuck on their automated survey response feedback forms, which then repeatedly sends another message if you don\u2019t respond in 24 hours. Someone has told them this is good? <\/p>\n\n\n\n
Not only are these companies not getting my money now<\/em><\/strong>, but by showing how badly they do business they\u2019ll never get it either. In my mind as the prospect, I just think, why do you have to go to such measures to get my custom, if your product is so fantastic? It just doesn\u2019t add up. <\/p>\n\n\n\nGiven many online reviewers also lament their frustrations at being disturbed at their door or even on the phone in this same way, the question remains: Why are cold selling techniques still being used by companies, who want to build legitimate custom and loyalty? Don\u2019t you know better exists? <\/strong><\/em><\/p>\n\n\n\nSo, is there ever a place for sending unsolicited cold emails?<\/strong><\/h2>\n\n\n\nYes, there is. After all, you can\u2019t always send an email to someone having met them in person or after connecting over social media first. <\/p>\n\n\n\n
But context is the big thing here. Any email is always going to work better when you\u2019ve done your homework. Most of all, your email must be genuine. <\/strong><\/p>\n\n\n\nThe problem is, too many simply seek to communicate with as many people as possible at all costs rather than taking the time to consider the recipient. <\/p>\n\n\n\n
So no, we aren\u2019t ruling out sending a thoughtful, tailored email to a potential employer or business interest even if you’ve never reached out before – but if you\u2019re sending that same email to 1,000 others exactly as it, you can\u2019t possibly expect to achieve the same response with each prospect. <\/p>\n\n\n\n
Cold email red flags: <\/p>\n\n\n\n
🚩 – The recipient hasn’t been addressed by their name <\/p>\n\n\n\n
🚩 – The sender also doesn\u2019t give their full name <\/p>\n\n\n\n
🚩 – The sender doesn\u2019t state their company or job title<\/p>\n\n\n\n
🚩 – There is no sender contact information beyond a random Gmail account<\/p>\n\n\n\n
🚩 – Googling the sender\u2019s name leads to no authentic looking information <\/p>\n\n\n\n
While there are always going to be exceptions to this rule, on the whole, any of the above doesn\u2019t feel genuine. If the recipient\u2019s first thought is, \u2018are you a scammer?\u2019 again, this is not going to turn someone into a customer. <\/p>\n\n\n\n
Getting email marketing right<\/strong><\/h2>\n\n\n\n![\"7](\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2022\/02\/mbf-characters2-03.jpg\")
<\/a><\/figure>\n\n\n\nEmail is and remains one of the best tools any business has at its disposal to connect, engage with and retain its customers. <\/p>\n\n\n\n
But similar to trying to paint a masterpiece, it\u2019s not going to happen just because you picked up a paintbrush<\/em><\/strong>. Instead, there is form and technique to consider, and email marketing follows this exact same mantra. <\/p>\n\n\n\nCarefully researched and developed since we started GoSquared<\/a> back in 2006, here are some of our top winning strategies to try with your next email marketing campaign: <\/p>\n\n\n\nAudience segmentation<\/strong><\/h3>\n\n\n\nWhat we can say with absolute certainty is that treating every person the same in marketing just doesn\u2019t work. <\/p>\n\n\n\n
As well as stating cold calling has just a 2% success rate, Leadfuzz<\/a> also tells its users: \u201cCold call sales professionals who are most successful reach out to prospects six times or more until they make contact.\u201d<\/p>\n\n\n\nHowever, in our beginner\u2019s guide to audience segmentation<\/a>, you may recall we told you: \u201cA core belief of ours here at GoSquared is that more engagement doesn\u2019t come through sending more emails. In fact, quite the opposite is true. There\u2019s really good research out there that shows the more you communicate, especially if you end up overcommunicating with your contacts, your engagement will go down. So, people will do things like unsubscribe or mark you as spam, and then you\u2019ll have no way to engage with them at all. Therefore, audience segmentation is what helps us send more focus but with less messaging.\u201d<\/p>\n\n\n\n✅ Audience segmentation = <\/strong>Sending the right message to the right person at the right time.<\/p>\n\n\n\n❌ Cold email =<\/strong> Send as many emails to as many people as possible. Hopefully someone eventually will respond.<\/p>\n\n\n\n(Or, they\u2019ll unsubscribe, delete your message and block your email address, because you\u2019ve appeared in their inbox without their permission and they can\u2019t seem to get rid of you).<\/p>\n\n\n\n
Customer engagement<\/strong><\/h3>\n\n\n\nDid you know that communicating with your customers is not the same as engaging with them?<\/p>\n\n\n\n
Customer engagement<\/a> isn\u2019t about having a one-sided conversation with someone. Instead, it seeks to build meaningful relationships with your customers. It shows that you listen to them and that they are valued. <\/p>\n\n\n\nWhile customer engagement might be best associated with those you\u2019ve already converted, it also doesn\u2019t hurt to apply the same techniques to those who are yet to cross the line. <\/p>\n\n\n\n
So instead of sending an impersonal email to someone you\u2019ve never met making it all about you – what customer engagement techniques can you use to make it about them? <\/p>\n\n\n\n
GDPR-friendly techniques<\/strong><\/h3>\n\n\n\nIn the age of GDPR people are wary of receiving emails from people they have no prior knowledge of, and who can blame them? <\/p>\n\n\n\n
If you are going to send an email to anyone at all – you must never get their email address through any method that may infringe on their privacy. Although to you it may show determination, to your recipient it will likely raise security concerns. <\/p>\n\n\n\n
Companies with internal mailboxes may automatically filter the email as spam. Likewise, a company may have strict policies about responding to unsolicited external emails. The list goes on, and it\u2019s not a good list you want to be on either. <\/p>\n\n\n\n
Those who don\u2019t know how to be GDPR-friendly<\/a> really must brush up on the dos and don’ts first. <\/p>\n\n\n\nYou must value your prospects and their time<\/strong><\/h3>\n\n\n\nThe worst thing you can do when sending an email to a sales prospect is to make it all about you.<\/p>\n\n\n\n
Think about it, first you\u2019re contacting them out of the blue – possibly without their permission. You\u2019re then presenting them with some kind of problem you’ve invented when they are probably already very busy with something else. <\/p>\n\n\n\n
On top of this, you expect their immediate, undivided attention. <\/p>\n\n\n\n
Casey Neistat<\/a> once famously said that \u201cfree time is the enemy of progress.\u201d It was at a time in Casey’s life when he was at the most productive in his career and often shared how he has to make every second count. Casey, like many others, does not have ample time to sit around and wait for emails to arrive, let alone spend time responding to each one. Casey actually deleted his mailbox from his website for this very reason, because so many people were cold emailing him and it became overwhelming to deal with. <\/p>\n\n\n\nSo it makes sense that emails which appear to be a waste of time are those least likely to be read or replied to. What we know about sending cold emails very much fits this narrative because the very idea someone owes you their time<\/em> more than anything else they may have going on is very presumptuous. <\/p>\n\n\n\nHow to step out of the cold and into the warm with GoSquared<\/strong><\/h2>\n\n\n\n![\"email](\"https:\/\/www.gosquared.com\/blog\/wp-content\/uploads\/2022\/02\/engage-creator-email@2x.png\")
<\/a><\/figure>\n\n\n\n<\/p>\n\n\n\n
If you\u2019re ready to leave cold email marketing behind as your main marketing strategy, especially if you\u2019ve found it\u2019s too time consuming or simply doesn\u2019t give you the right results – now is the time to switch things up with GoSquared Engage. <\/p>\n\n\n\n
GoSquared Engage<\/a> doesn\u2019t rely on old school techniques last seen in 90s movies. Instead, Engage is an incredibly intuitive tool that helps you create data-led email marketing campaigns that truly speak to your customers as humans. It factors in their wants and needs, and lets you know the best ways to engage with your users. We’ve helped customers from around the globe<\/a> connect better with their users, and we’re here to help your business too. <\/p>\n\n\n\nSo if you want to get better at capturing leads, onboarding new users and retaining your existing customers, GoSquared Engage has got you covered. <\/p>\n\n\n\n
<\/a>By cold email, we don\u2019t mean sending an email full stop, even if you\u2019re reaching out to a stranger. Sometimes, it\u2019s just not possible to have met the person before introducing yourself for the first time. <\/p>\n\n\n\n
Instead, the true association of a cold email is: <\/p>\n\n\n\n
- Generic impersonal opener <\/strong><\/li>
- No prior research of the prospect <\/strong><\/li>
- No interest as to whether the idea has relevance<\/strong><\/li>
- No value of the recipient’s time<\/strong><\/li><\/ul>\n\n\n\n
Translation:<\/strong> All that matters is me the sender because I have a thing to sell and I need to get it sold. I don’t care how. I don’t even care if the email is well written. So long as it lands in your inbox I’ve done my job! 🤞…🤨<\/p>\n\n\n\n
Ice factor of such cold emails: You\u2019re in the Arctic. <\/p>\n\n\n\n
Cold emails – why I blame Tom Hanks<\/strong><\/h2>\n\n\n\n
<\/a><\/figure>\n\n\n\n\u201cI turn on my computer. I go online and my breath catches in my chest until I hear three little words\u2026you\u2019ve got mail!\u201d – Even Hollywood made us believe everyone wants to read our emails in the 1998 movie classic You\u2019ve Got Mail<\/a>. <\/p>\n\n\n\n
Serenaded by the sound of your dial-up internet firing into gear, there was once a time when receiving an email – from anyone at all – seemed really exciting. Even the dog came bounding up to read the screen in the trailer. <\/p>\n\n\n\n
Now, if Tom Hanks really was on the other end of the message, we\u2019re sure this enthusiasm for every email we ever get sent would still be there in abundance. But he\u2019s not. Furthermore, our relationship with email has changed since those early days of being wowed by the very ability to send an email in the first place<\/a>. <\/p>\n\n\n\n
Instead of being a novelty, email is now something most of us see as part of our daily grind. Keeping on top of work emails can be stressful at times, so having additional cold emails from marketers to deal with is definitely not going to alleviate this for us – especially if it\u2019s something we really don\u2019t want or need. Instead we’ll race to delete such messages in one big go just to clear our screens. <\/p>\n\n\n\n
So why do some businesses still assume that so long as an email lands in their recipient\u2019s inboxes, it\u2019s enough to get the job done? <\/p>\n\n\n\n
Let us make no mistake here. When done correctly email marketing has an average $36 ROI for every $1 spent. It\u2019s truly amazing stuff. <\/p>\n\n\n\n
But those who see these kinds of returns aren\u2019t relying on the romanticised view of what email once was. Instead, the savviest marketers know their recipient is likely very busy, and definitely doesn\u2019t have time for what they perceive as spam. So they put a little thought into what they send and how they do so. <\/p>\n\n\n\n
Enjoying this post so far? ✉️ ➡️ <\/strong>Sign up to the free GoSquared newsletter<\/strong><\/a> to receive more posts like this one direct to your inbox. <\/strong><\/p>\n\n\n\n
Why is cold emailing bad? – The risks of sending a cold email<\/strong><\/h2>\n\n\n\n
There are four main risks of sending a cold email, especially the typical way it’s done, in that emails are sent without tailoring the message or strategy specifically to your recipient. <\/p>\n\n\n\n
These \u2018risks\u2019 are the reactions that a cold email is most likely to generate: <\/p>\n\n\n\n
Annoy <\/strong>😠 <\/strong>– The most common reaction a cold email will have is that it will annoy your prospect, especially as research suggests the average person receives 121 emails a day<\/a>. Emails that practically scream at prospects to get them to listen don\u2019t work because they are simply not a priority. Instead, they\u2019ll go straight in the trash can while being marked as spam. <\/p>\n\n\n\n
Intrude <\/strong>🥷 <\/strong>– Have you ever received a cold email and thought, \u2018what thing I subscribed to gave you my details, and how much did you pay for them?\u2019 This is especially the case for newer websites or email addresses, or even personal addresses that you\u2019ve been keen not to share. It feels like nothing is private anymore, and shows the sender will even toss GDPR in the bin to get a sale. It\u2019s just not the way to encourage a meaningful connection.<\/p>\n\n\n\n
Offend <\/strong>😬 – By cold emailing anyone and everyone, you run the real risk of offending people. Whether you are trying to tell users you can do better with the services they already provide or want to sell them something based on outdated stereotypes you used to target them, it’s never a good look to offend people you are trying to turn into customers. <\/p>\n\n\n\n
Upset <\/strong>😢 <\/strong>– Worst of all, you could upset a potential prospect with your cold email, if you\u2019re doing things the typical way where you don\u2019t research prospects because you send emails out on-masse. Some topics are deeply personal, even if we don’t hold the same associations with a topic, service or even time of year ourselves. Without due diligence it\u2019s impossible to know if you’re going to provoke such a reaction. <\/p>\n\n\n\n
Now ask yourself if annoying, intruding on, offending or upsetting prospects is what will get people over the line? Or whether any of these reactions are even things you want your brand to be associated with? <\/p>\n\n\n\n
Because cold email usually<\/em> involves going in without a plan as a one-size-fits-all approach, it runs a real risk of any or all of the above. <\/p>\n\n\n\n
Sending a cold email is the digital equivalent of doorstep selling <\/strong><\/h2>\n\n\n\n
For those unaware, doorstep selling involves someone knocking at your home unannounced to try and sell you something. Often something you\u2019ve never asked for, heard of, want or let alone need. Although doorstep selling is not illegal, the practice is deeply frowned upon due to its unscrupulous pressure selling techniques.<\/p>\n\n\n\n
Like with a cold email, it\u2019s common for someone to knock at the door to tell you that you \u2018have a problem\u2019 you didn\u2019t even know you had, and that the person who stands before you is your knight in shining armour to fix it for you. It could be gutters, double glazing, driveways or your energy supply. But is this remotely welcome for most people? No it’s not. <\/p>\n\n\n\n
Living in a busy residential area, there are a few doorstep selling incidents that stand out to me and neither of them are good. Like the major window company opening with “We’re NHS approved!” during the height of the pandemic. Their cleverly concocted spiel ensured people opened the door long enough so that they could take off their double glazing salesman cloak around 30 seconds in. <\/p>\n\n\n\n
Or the national telecoms company who recently did the \u2018frantic knock\u2019 pattern at my door. When I opened it, in the middle of a hectic workday, they announced: \u201cIt\u2019s nothing to worry about, but it\u2019s just that your neighbours have reported\u2026\u201d<\/p>\n\n\n\n
[immediately inserts every applicable scenario here that involves all emergency services and a 10-man news crew]<\/p>\n\n\n\n
\u2026 \u201cthat their internet speeds are slow (yes despite most of them being in their late 90s). Don\u2019t worry, as I\u2019m here to fix that for you, by switching your internet provider for you today after just a few quick questions!\u201d <\/p>\n\n\n\n
When I reached out to the company to tell them this was a poor tactic indeed, I then got stuck on their automated survey response feedback forms, which then repeatedly sends another message if you don\u2019t respond in 24 hours. Someone has told them this is good? <\/p>\n\n\n\n
Not only are these companies not getting my money now<\/em><\/strong>, but by showing how badly they do business they\u2019ll never get it either. In my mind as the prospect, I just think, why do you have to go to such measures to get my custom, if your product is so fantastic? It just doesn\u2019t add up. <\/p>\n\n\n\n
Given many online reviewers also lament their frustrations at being disturbed at their door or even on the phone in this same way, the question remains: Why are cold selling techniques still being used by companies, who want to build legitimate custom and loyalty? Don\u2019t you know better exists? <\/strong><\/em><\/p>\n\n\n\n
So, is there ever a place for sending unsolicited cold emails?<\/strong><\/h2>\n\n\n\n
Yes, there is. After all, you can\u2019t always send an email to someone having met them in person or after connecting over social media first. <\/p>\n\n\n\n
But context is the big thing here. Any email is always going to work better when you\u2019ve done your homework. Most of all, your email must be genuine. <\/strong><\/p>\n\n\n\n
The problem is, too many simply seek to communicate with as many people as possible at all costs rather than taking the time to consider the recipient. <\/p>\n\n\n\n
So no, we aren\u2019t ruling out sending a thoughtful, tailored email to a potential employer or business interest even if you’ve never reached out before – but if you\u2019re sending that same email to 1,000 others exactly as it, you can\u2019t possibly expect to achieve the same response with each prospect. <\/p>\n\n\n\n
Cold email red flags: <\/p>\n\n\n\n
🚩 – The recipient hasn’t been addressed by their name <\/p>\n\n\n\n
🚩 – The sender also doesn\u2019t give their full name <\/p>\n\n\n\n
🚩 – The sender doesn\u2019t state their company or job title<\/p>\n\n\n\n
🚩 – There is no sender contact information beyond a random Gmail account<\/p>\n\n\n\n
🚩 – Googling the sender\u2019s name leads to no authentic looking information <\/p>\n\n\n\n
While there are always going to be exceptions to this rule, on the whole, any of the above doesn\u2019t feel genuine. If the recipient\u2019s first thought is, \u2018are you a scammer?\u2019 again, this is not going to turn someone into a customer. <\/p>\n\n\n\n
Getting email marketing right<\/strong><\/h2>\n\n\n\n
<\/a><\/figure>\n\n\n\nEmail is and remains one of the best tools any business has at its disposal to connect, engage with and retain its customers. <\/p>\n\n\n\n
But similar to trying to paint a masterpiece, it\u2019s not going to happen just because you picked up a paintbrush<\/em><\/strong>. Instead, there is form and technique to consider, and email marketing follows this exact same mantra. <\/p>\n\n\n\n
Carefully researched and developed since we started GoSquared<\/a> back in 2006, here are some of our top winning strategies to try with your next email marketing campaign: <\/p>\n\n\n\n
Audience segmentation<\/strong><\/h3>\n\n\n\n
What we can say with absolute certainty is that treating every person the same in marketing just doesn\u2019t work. <\/p>\n\n\n\n
As well as stating cold calling has just a 2% success rate, Leadfuzz<\/a> also tells its users: \u201cCold call sales professionals who are most successful reach out to prospects six times or more until they make contact.\u201d<\/p>\n\n\n\n
However, in our beginner\u2019s guide to audience segmentation<\/a>, you may recall we told you: \u201cA core belief of ours here at GoSquared is that more engagement doesn\u2019t come through sending more emails. In fact, quite the opposite is true. There\u2019s really good research out there that shows the more you communicate, especially if you end up overcommunicating with your contacts, your engagement will go down. So, people will do things like unsubscribe or mark you as spam, and then you\u2019ll have no way to engage with them at all. Therefore, audience segmentation is what helps us send more focus but with less messaging.\u201d<\/p>\n\n\n\n
✅ Audience segmentation = <\/strong>Sending the right message to the right person at the right time.<\/p>\n\n\n\n
❌ Cold email =<\/strong> Send as many emails to as many people as possible. Hopefully someone eventually will respond.<\/p>\n\n\n\n
(Or, they\u2019ll unsubscribe, delete your message and block your email address, because you\u2019ve appeared in their inbox without their permission and they can\u2019t seem to get rid of you).<\/p>\n\n\n\n
Customer engagement<\/strong><\/h3>\n\n\n\n
Did you know that communicating with your customers is not the same as engaging with them?<\/p>\n\n\n\n
Customer engagement<\/a> isn\u2019t about having a one-sided conversation with someone. Instead, it seeks to build meaningful relationships with your customers. It shows that you listen to them and that they are valued. <\/p>\n\n\n\n
While customer engagement might be best associated with those you\u2019ve already converted, it also doesn\u2019t hurt to apply the same techniques to those who are yet to cross the line. <\/p>\n\n\n\n
So instead of sending an impersonal email to someone you\u2019ve never met making it all about you – what customer engagement techniques can you use to make it about them? <\/p>\n\n\n\n
GDPR-friendly techniques<\/strong><\/h3>\n\n\n\n
In the age of GDPR people are wary of receiving emails from people they have no prior knowledge of, and who can blame them? <\/p>\n\n\n\n
If you are going to send an email to anyone at all – you must never get their email address through any method that may infringe on their privacy. Although to you it may show determination, to your recipient it will likely raise security concerns. <\/p>\n\n\n\n
Companies with internal mailboxes may automatically filter the email as spam. Likewise, a company may have strict policies about responding to unsolicited external emails. The list goes on, and it\u2019s not a good list you want to be on either. <\/p>\n\n\n\n
Those who don\u2019t know how to be GDPR-friendly<\/a> really must brush up on the dos and don’ts first. <\/p>\n\n\n\n
You must value your prospects and their time<\/strong><\/h3>\n\n\n\n
The worst thing you can do when sending an email to a sales prospect is to make it all about you.<\/p>\n\n\n\n
Think about it, first you\u2019re contacting them out of the blue – possibly without their permission. You\u2019re then presenting them with some kind of problem you’ve invented when they are probably already very busy with something else. <\/p>\n\n\n\n
On top of this, you expect their immediate, undivided attention. <\/p>\n\n\n\n
Casey Neistat<\/a> once famously said that \u201cfree time is the enemy of progress.\u201d It was at a time in Casey’s life when he was at the most productive in his career and often shared how he has to make every second count. Casey, like many others, does not have ample time to sit around and wait for emails to arrive, let alone spend time responding to each one. Casey actually deleted his mailbox from his website for this very reason, because so many people were cold emailing him and it became overwhelming to deal with. <\/p>\n\n\n\n
So it makes sense that emails which appear to be a waste of time are those least likely to be read or replied to. What we know about sending cold emails very much fits this narrative because the very idea someone owes you their time<\/em> more than anything else they may have going on is very presumptuous. <\/p>\n\n\n\n
How to step out of the cold and into the warm with GoSquared<\/strong><\/h2>\n\n\n\n
<\/a><\/figure>\n\n\n\n<\/p>\n\n\n\n
If you\u2019re ready to leave cold email marketing behind as your main marketing strategy, especially if you\u2019ve found it\u2019s too time consuming or simply doesn\u2019t give you the right results – now is the time to switch things up with GoSquared Engage. <\/p>\n\n\n\n
GoSquared Engage<\/a> doesn\u2019t rely on old school techniques last seen in 90s movies. Instead, Engage is an incredibly intuitive tool that helps you create data-led email marketing campaigns that truly speak to your customers as humans. It factors in their wants and needs, and lets you know the best ways to engage with your users. We’ve helped customers from around the globe<\/a> connect better with their users, and we’re here to help your business too. <\/p>\n\n\n\n
So if you want to get better at capturing leads, onboarding new users and retaining your existing customers, GoSquared Engage has got you covered. <\/p>\n\n\n\n
- No prior research of the prospect <\/strong><\/li>