Agree with Rob and Umi really in that it really depends on the circumstances. We mostly run ‘cold’ emailing, however we make sure that we are very careful to really qualify our leads before contacting them, to the point that we know for definite that what we offer is something that is going to be relevant for them so as not to waste their time.
It really is good to take the time to read up on your clients before sending a well-crafted, personalised emails. As we are targeting sales professionals, they are generally very appreciative of this.
In terms of sheer volume, not many emails go out, but we find it’s very successful in comparison to the ‘throw enough at the wall and some will stick’ philosophy.