Content
- What is cold mailing?
- What is the purpose of cold mailings?
- How to distinguish cold emails from spam?
- How to write cold emails correctly?
What is cold mailing?
Cold mailing refers to sending emails to users without their prior consent. Although such emails may be perceived as spam, there are numerous differences between them and mass spam mailings. The main characteristic of cold mailing is that it is done manually from a corporate or personal email to specific recipients, rather than to a public audience. If cold emails are sent using special services, they automatically fall into the spam category.
To increase the likelihood that recipients will open cold emails and not send them to the trash, it is necessary to carefully prepare the mailing. Cold mailings are used in various fields, including education, healthcare, construction, marketing, design, and the event industry.
What is the purpose of cold mailings?
Cold emails serve as an important tool in the arsenal of email marketing for finding new clients. They are used to send commercial offers, price lists, job invitations, and partnership proposals. Cold emails can bring numerous benefits to a business:
- Expanding the client base: The main goal of such emails is to attract a potentially interested audience, which in turn helps to increase the client base.
- Convenience for clients: Emails do not require an immediate response, allowing recipients to decide when it is convenient for them to read the message and how much time to spend on it.
- Long-term presence: A cold email remains in the inbox until the recipient decides to delete it, allowing them to return to the message at any time.
Cold emails are often used to invite collaboration, highlighting their importance in business communication.
How to distinguish cold emails from spam?
Each type of mailing has its unique features and goals. It is important to understand the differences to avoid being categorized as a spammer. Below is a table comparing cold mailings, spam, and other types of mailings:
| Type of mailing | What it is | Target action | Value of the offer | Personalization | Information about the sender | Method of sending |
|---|---|---|---|---|---|---|
| Cold mailing | Email to a specific user without their consent | Finding employees, clients, partners | Proposal for collaboration | Knowledge of the recipient's name and company | Contact information of the sender | From a personal email |
| Spam | Mass mailing without recipients' consent | Sales and fraudulent activities | Fraudulent offers | Unknown senders | No contact information | From a personal email or services |
| Promo mailing | Mass mailing with users' consent | Sales | Offers of goods/services | Knowledge of subscribers' interests | On behalf of the company | Through email mailing services |
| Content mailing | Mass mailing with users' consent | Increasing subscriber loyalty | Useful materials | Knowledge of audience interests | On behalf of the company | Through email mailing services |
How to write cold emails correctly?
To avoid turning a cold email into spam, it is essential to carefully consider its purpose and structure. It is important to clearly convey the essence of the message and emphasize why your offer should interest the recipient. For example, if you are sending a job proposal to a candidate, make sure that the terms and substance match their professional experience and expectations.
Here are some recommendations for writing cold emails:
- Who to send to: Collect email addresses from open sources or in-person meetings, provided that these addresses are intended for proposals.
- Sender's name and address: The email should come from a real person, so send it from a corporate email in your name.
- Email subject: Briefly state a subject that corresponds to the content of the email, avoiding misleading phrases.
- Personalization: Address the recipient by name and explain why you are writing to them specifically.
- Benefit: Clearly state what exactly you are offering and how it can be beneficial to the recipient.
- Length: Keep the text short and to the point, avoiding excessive information at the start.
By following these recommendations, you can create an effective cold mailing that will attract the attention of recipients and increase the chances of successful interaction.