Cold Emailing - is it still useful in 2022 - skaleup

Is Cold Emailing Still Relevant in 2022? The Dos and Don’ts of Cold Emailing


Tanja Kvrgić

In one of the previous blogs, we explained to you what cold calling is, and now we’ve come to cold emailing, and basically, there’s not much difference in how those two things work.

Both are the first contact you make with the client, that is, the call and email that he does not expect and with which you actually make the first contact.

You can find more about Colg Calling in our previous blog, and here we will stay on cold emailing and give you reasons and explanations why it is still relevant in 2022 and you should not give it up, because it can be a useful marketing tool.

Let’s clarify one thing first. Cold emailing has earned a bad reputation because many mistakes it for spam.

To be honest, if you haven’t devised a cold email strategy well and if you’re not familiar with all the items you need to know beforehand to send a first-class email, you can easily turn into spam, and then the whole idea fails your efforts are in vain.

That’s why we give you tips on how to do it in the best way and turn cold emailing into your useful marketing “weapon”.

Let’s start with where the most common mistakes are and why cold emailing becomes spam.

What are some of the features of spam emails?

  • A large number of contacts, which are generally not defined as a target group.
  • Emails are not personalized, but general.
  • The sender did not clearly state his name.
  • The e-mail address from which the e-mail arrives does not have the domain of the company or entity you represent.
  • The content is annoying, inappropriate, and sometimes even fake or forbidden.
  • There is no visible option to respond to the email.

This is something that characterizes spam, and from which we can already draw some basics that are important in order to successfully develop cold emailing so that your e-mail does not cause the reaction of rolling eyes and sending an e-mail to the trash.

Then be a few steps ahead and help yourself and your business.

1. I am addressing you.

It is very important that emails are personalized. You will notice that you would rather open an e-mail in which someone addresses you directly than an e-mail that starts with “Dear all…” and similar introductions, which can have no effect.

Also, addressing the other party directly shows that you really tried to reach the person you need to develop cooperation with and that, in that sense, your intentions are serious, without sending emails to the whole company or to e-mail addresses that are available to everyone on the website. To have personalized emails, you need to know who you need, and here we come to the second step.

2. Find the right person.

With cold emailing, it is important to know that these emails are not used to communicate with absolutely everyone. So, the point is to pinpoint your target audience, to know who you are addressing and why. Cold emailing is not used to inform a wider group of people about your news, but it is a tool that you use to start cooperation or take a concrete step with a client-an invitation, meeting, filling out a form…

That is why it is important to come to a person whose position understands your business or the field of work you do and who either makes decisions or can influence those who make decisions and can connect you with executives. Again, you may not need a manager, to begin with, but the person you are writing to further develop a plan and strategy for potential collaboration. That is why it is important to know who you are addressing, i.e., who your target group is, and when we determine that, the next step is:

3. Be short and interesting.

First of all, when it comes to the length of the e-mail, there is probably no need to emphasize that long e-mails are dropped at the beginning. So no one today has the time to spend on long emails, even when you have already established cooperation. So the email should be short and direct. Do not overwhelm it with information. Whoever you write to, they need the basics information to begin with, and you need to think about what exactly that information is according to your target group.

Also, don’t overdo it with photos and links, and be sure to check that the photos you send are not too high resolution. With the desire to present everything about your business with the best of intentions, you serve them too much information that they encounter for the first time, and that can confuse, irritate, and then delete this mail. And we don’t want that! So be short and clear, and in addition, try to arouse their curiosity, tickle their imagination; people like puzzles, and attract and keep their attention, of course, in line with your target group. This puzzle is what can open your e-mail, and we’ve arrived at the fourth step.

cold emailing

4. Grand opening

It all depends more or less on the introduction. For a start, think about the subject of the e-mail and the first few words, because that is something that e-mail recipients encounter first, both on the computer and on the phone wherever they read it. Awaken their imagination here, attract their attention, and inform them in the e-mail about what it is really about and clearly state the reason why you are contacting them.

Riddles do not mean that you should send them false information, messages, or vague ideas, because no one will react to that, and it is not appropriate to start cooperation like that. Of course, everything again depends on your target group, i.e., who you are addressing, because sometimes a formal start is still a better solution than an introduction that will intrigue them, but be sure to be resourceful.

5. And who are you really?

We have defined some items concerning the recipient of the email, but who is the sender? Just as you are directly addressing the person you are writing to, so you should present yourself not as the whole company, but as a member of the team working for that company. So, your name, your function in the company, and the company.

Put links, not too many, that leads to your company, to pages that can be useful to them to get more information, and you can certainly put, say, your LinkedIn page, under the signature, so they have a chance to see who you are. Be sure to leave your phone number and email address, as many options as possible to contact you, and make it easier for them. Some people prefer to talk than to write. Make it possible for them.

6. Sincerely,

Call to Action

Lastly, really invite them to take the first step. A Call to Action (CTA) is a great solution to complete your email. Of course, this is not a rule you have to follow, but a warm recommendation, and, of course, the CTA will not always be an appropriate solution, but you can also correct it towards your target group. Sometimes a CTA can be a simple invitation to a first interview. For example: Would it suit you to talk on Wednesday between 1 p.m. and 3 p.m.? Or could you fill out the form I am sending you for XY reasons (which you would, of course, explain)?

Don’t forget that cold emailing is still one of the strongest marketing tools for connecting with potential clients and also researching your target group based on the feedback you receive through these emails. With cold emailing you make lead generation!

So warm up for cold emailing!