Cold Mailing – What is it and is it Worth Using?

Customer contact can take many different forms. These can be traditional business meetings, telephone conversations, online meetings, internet messengers, fax, live chat, or cold mailing. Each of these methods very effectively strengthens relationships with the customer. However, with the development of technology and the internet, most companies have opted for email marketing. Why? Because it is easier to organize and very effective. It can take place regardless of the time zone, situation, or environment we are currently in.

Cold Mailing

When we hear about cold mailing, we associate it with intrusive commercial offers, unwanted advertisements, and even spam. However, cold mailing campaigns are one of the most effective tools in internet marketing. Through them, you can quickly and efficiently reach potential customers interested in our offer.

Cold mailing involves sending personalized messages to a group of potential customers, in which you present your offers, services, or products. It should be noted that this method is the first contact with a potential customer, for whom our company is usually unknown.

Before implementing a prepared campaign, we should thoroughly research our target group so that the content of our message is as personalized as possible in relation to the recipient.

 

What about GDPR?

Since the introduction of GDPR (General Data Protection Regulation), we must be cautious as the law prohibits sending commercial offers to people who have not consented to it.

Remember the following rules:

• Send offers only to contacts obtained legally (it is important to always be able to indicate the source of the email address).
• Do not present a commercial offer in the first email. We should first ask for consent to send it - by using this method, we will definitely stand out from the pushy sellers.

 

How to Effectively Prepare Cold Mailing?

• Precise Target Group.

As mentioned earlier, finding and understanding the target group is the key to success in cold mailing. The better you do this, the greater the chances that you will reach people genuinely interested in your company's services. The ideal mailing database should contain not only basic data but also information about recent purchases.

• Catchy Message Title.

This is extremely important. When preparing a campaign, we try to gain the recipient's attention from the beginning. A poor title often leads to being ignored and the message being quickly discarded. Let's try to be creative. If the campaign's open rate is poor, it's a signal that we should work on, or even change, the subject of the message.

• Content.

The key to good content is personalization. The potential customer should feel important. The more we know about them and their problems, the quicker we will gain their trust if we come up with a suitable solution for them. The content should not be an advertisement - use specifics. It is very important that we introduce ourselves well and justify our message in relation to the given client.

• Call to Action.

We often forget about this, but it is the basis of every email campaign. At the end of each message, there should be an incentive to meet and present our offer more broadly. It could be an invitation to an online meeting, sending an offer in the next email, or if necessary and possible, to a personal meeting, for example, at the office of the potential client.

• Follow-up.

If you think that the database of potential clients you have built is appropriate but still does not yield any results, try to reach out again. Clients often forget to respond due to their workload. In each campaign, we should include at least 4 follow-ups, the content of which should differ from each other and also be personalized.

Summary

Is cold mailing profitable in 2023? Definitely yes. It is one of the most popular and effective tools for acquiring potential customers, leading to increased and accelerated sales. A well-organized cold mailing campaign will save not only your time but also costs allocated to other expensive marketing advertisements.