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When it comes to B2B cold outreach, businesses can choose to have in-house teams or outsourcing to help launch a successful campaign—a great source of...
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January 26, 2023
By 2023, email marketing revenue is projected to reach almost $11 billion, and one of the most significant factors in the rise in email marketing is cold emailing.
Dreadful, dreadful cold emails. But wait! Cold emailing isn’t as bad as what they say.
Myths about cold emailing have been circulating for years, preventing businesses from tapping into this powerful cold marketing method.
But, when done right, cold emailing can get you a committed clientele without much fuss—you’ve just got to get over those myths that say it’s worthless, too time-consuming, and maybe even illegal.
We’re calling all of that out today.
The misperception that it’s illegal to send cold emails can be traced to the old CAN-SPAM Act can of worms, which regulates how businesses should send commercial emails. But that’s where we get to the myth that cold emailing is completely illegal.
It’s not, you just need to read more.
Nowhere is it written that you’re not allowed to send promotional or informational emails to recipients who haven’t opted to receive them. In fact, the CAN-SPAM Act requires that cold emails have an opt-out option, like an unsubscribe link, and that the email provides accurate information about the sender and indicates the email as an advertisement.
So, as long as you follow these rules and don’t send emails with malicious intent like phishing or scams, cold emails aren’t illegal.
Not all cold emails are spam; not all spam emails are cold emails. Specifically, spam is unsolicited, irrelevant, malicious bulk messaging sent by someone you don’t know. If you’re not careful, your emails can directly go to the Spam folder—a whole nightmare you don’t want to experience.
Some top tips we hammer are to hand-pick your recipients (avoid blasting the same message to everyone on your email list), send valuable content and only valuable content, and send from a reputable email address provider—don’t use your personal address.
Cover those, and you’re well on your way to non-spammy cold emails that make a good catch.
The truth is, cold emails do get read and do generate clicks. In fact, cold emailing has proven to be one of the most effective methods for reaching out to consumers and leads alike.
Research shows that cold emails have an average open rate of 44% and a click-through rate of 3.67%.
Language and timing are critical to getting a cold email read. Use friendly language that’s not too salesy, and send the email on weekdays—not during the weekend.
This is one cold email myth that can lead to disaster. On the contrary—to maximize your email marketing ROI, you must send relevant messages. And segmenting your email list is the key to sending relevant messages to the right people at the right time.
Segmenting your cold email list allows you to refine and customize your cold emails, and tailor content that resonates with each recipient. It also helps you determine which cold emails are performing better than others.
To segment strategically, group people on your list by their industry, location, and purchasing behavior.
Yes, the email subject line is the first thing your recipients will see when they receive cold emails. But you don’t have to write clickbait headlines with sensationalized promises to get their attention.
Instead, try using actionable words and phrases that clearly communicate what information the cold email contains and why it matters to your recipient. Focus on building trust and relationships and don’t manipulate—that’s exactly what makes people hate cold emails.
No, you don’t have to write long emails. In fact, you shouldn’t.
Few folks go to their email inboxes for a long read. In cold emailing, the shorter, the better.
The key is to make cold emails as scannable and readable as possible. Consider this: 85% of users, including 35% of business professionals, read emails on a mobile device. Optimize your emails for mobile by using short paragraphs, bullet points, and a CTA that stands out.
Focus on conveying a brief message that grabs the reader’s attention, pulling them through to your CTA.
Personalizing cold emails is essential to increase open rate and drive engagement and conversions. In fact, personalizing your cold emails can improve response rates by 142%.
To get started, personalize the 4 key sections of your cold email to up the open rate:
As you can see, these cold email myths are merely hearsay. They’re not the truth, especially if you do cold email campaigns the right way.
In a nutshell, improve the likelihood that your cold emails get opened and make conversions, send only relevant content, target the right people by segmenting your cold email lists, and hit the sweet spot through personalization from the subject line to the CTA.
Launch a successful cold campaign that stays clear of destructive cold-email myths by working with experts in the cold emailing industry. If you need more help, we have a vast experience to share with you to boost your email marketing sales. Contact us today!