Why Has Cold Emailing Become Red Hot?
A couple of months ago, I had a client, Flashstock that fuelled a good chunk of its marketing from cold emailing.
In a world dominated by social media and content marketing, cold emailing struck me as a different and unorthodox approach.
Everyone complains about overflowing inboxes and spam, so cold emailing shouldn’t be effective, right?
Since then, I have encountered a growing number of companies that have embraced cold emailing. In a recent blog post, Sujan Patel put the spotlight on five companies successfully using cold emailing to drive their growth.
So why has cold emailing become red-h0t?
I think there a couple of reasons:
- Email is still alive and well. According to Radicati Group, more than 205 billion emails are sent and received a day.
That figure is expected to grow annually by 3% over the next three years, while the number of email accounts will climb to 2.9 billion from 2.6 billion.
Meanwhile, 86.7% of companies surveyed expect to spend more money on email marketing.
2. Capturing someone’s attention is a huge challenge. We are inundated by social media, content marketing, advertising, text messages, podcasts, etc.
It’s like watching a parade. If you turn away for awhile, you really haven’t missed anything because there is non-stop stream of floats coming your way.
3. People love their inboxes. According to Statista, 38% of U.S. consumers check their email at least 10 times a day. It means people are really, really focused on their inboxes. As a result, the inbox is fertile ground for any brand looking to establish a foothold.
For now, cold emailing seems to be working because, I suspect, not everyone is doing it…yet.
As cold emailing attracts more attention, more brand will jump on the bandwagon, and cold emailing will start to lose its effectiveness.
Then, marketers looking for an edge will turn to “unorthodox channels” such as telephone calls, talking to people at conferences, direct mail and radio — channels that seem boring but can be leveraged when everyone is fixated on what’s hot and trendy.
What do you think about cold e-mailing? As a brand, does it have appeal? As a consumer, does cold emailing work?
About Mark Evans
I work with fast-growing companies looking to grow even faster with marketing that actually works. My services, which harness the power of storytelling, are driven by frameworks and processes to develop messaging, brand positioning, marketing roadmaps, and content.
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