The Art of Deploying Cold Email in 2021

A cold email is a b2b lead generation  tool, an introduction between you and your target audience. In the  words of the one and only Slim Shady, (showing my age here), my name is who, my name is [place name here]. A digital cold call in the age of the Internet letting businesses and individuals  know that yes, I do exist and I can offer you a  solution to a problem  or a service that can help grow your business. Why else would someone want to respond to you? I am sure their inbox is already inundated with thousands of unwanted emails.  However, unlike the cold call where you have to convince the secretary to put you through to the decision maker, in the internet age those darn spamtrappers, firewalls and blacklists are guarding inboxes like 300 lb. offensive linemen blocking for a star quarterback.

Find the Right Cold Email Service 

There aren’t too many services built strictly for the purpose of delivering cold emails for b2b email marketing. Some claim they do but are piggybacking on SES, Outlook or Gmail which is  a surefire way to cause you to pull out whatever strands of hair you have left. Others have limitations on the amount of times you can send cold email to your list  which kind of defeats the purpose to sending cold email in bulk.

For anyone looking to send bulk cold emails partnering with right cold email service is essential to your success. Now I have seen ads for a few companies and I certainly hate the fact that Google puts the company paying the most money in front of you but looking past the paid ads two companies jump out at me. Hotsol Email Marketing and Clickback. They both allow cold email marketing and most importantly to purchased email lists. However, while Hotsol allows both B2B email marketing and B2C email marketing, Clickback only allows emailing to B2B email lists. There are several other differences between the two so DYOR! For dinosaurs like me who look to Google for help deciphering texting language,DYOR means (Do Your Own Research!). 

Purchase a Quality Email List

A good email list is the foundation on which successful cold email campaigns are built on. Think 3 Little Pigs. We all know how that story went.  Quality emails, meaning valid emails not emails that don’t exist or have bad syntax are essential for good email deliverability. Now I’m not saying valid emails mean all of your emails will get delivered because valid emails do not constitute permission. Remember, its a purchased list not a double opt-in list. With any purchased email list, no matter how good it is some deliverability issues will rear their head. Dragons like the dreaded SPAMHAUS and Proofpoint are on the prowl and some recipients may mark you as SPAM if they did not give you permission to email them. Make sure to follow best practices and focus on quality content and subject lines. 

When it comes to purchased email list providers you can find many with a simple Google search. What you want to focus on are providers who can give you a targeted list of valid emails, an audience that is specific to your product or service.  Doing general email blasts to random emails don’t yield the best results. Remember my earlier dinosaur comment, well…that applies here. The days of scraping the Internet, or buying  an email list from some shady Fivver guy are frankly a waste of time and money. Reputable copies like Exact Data and Zoominfo can provide you with valid updated email addresses within your target market and provide additional  meta data about them.

Writing a Cold Email 

Before crafting your cold email, identify who your customers are, what they care about and understand what their pain points are. Don’t use spam words promising enormous sales and revenue growth. (You’re going to be rich if you click this email!) LOL!!! Simply demonstrate how your offering can help them understand customers better and build longer lasting meaningful relationships. The rest will fall into place. 

Using data from your email list provider personalize your email. An email addressed Dear Steve, will certainly grab your recipients attention more than and email addressed Dear Steve@gmail.com. Any information you can obtain about your target audience (location, age, gender, income) could prove helpful in crafting your emails.  It is of the upmost importance to have a strong call to action. Tell the recipient exactly what you want them to do and make sure the action you want them to take is clearly visible in your metal template. 

I could go on and on but I’m sure I have imparted enough wisdom for you to give Elon Musk a run for his money. So, in the immortal words of Porky Pig.  That’s all folks!


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