Digital Marketing

How to Use Cold Emails to Grow Your Small Business

4 Mins read

A cold email is an email sent without the recipient’s prior permission or contact. In many ways, a cold email is just like a cold phone call, only less intrusive.

The cold email should not be confused with a spam folder that is sent to countless addresses at once, without researching the recipient’s relevance or confirming that the email address itself exists at all.

In contrast, a cold email is usually sent to a qualified prospect, which means that at least some research has been done to see if the recipient is eligible and that email has been verified. Email hunter tools like Email Finder can find any email address

Cold email is a great tool for any business because it is affordable, scalable, and efficient.

How cold emails help your business?

  1. Create your email lists

Before you can run a cold communication campaign, you need people you can connect with.

At this point, make sure you target your target customer. To determine this, start by summarizing the characteristics of your best customers.

  1. Learning to write a great email

Writing cold emails seems easy – as simple as setting up a template that someone successfully used five years ago and hitting Submit.

Unfortunately, not everything is so simple. In practice, writing a good cold letter is a skill. It is a skill that is more natural for some than for others, but it can be learned. 

  1. Scale Your Cold Writing Strategy

Scaling cold email is a given for most businesses, but even more important for small businesses that cannot afford to spend money on time-consuming campaigns.

  1. Keep track of your prospects

Don’t assume that someone isn’t interested if they don’t answer your first email. You don’t need to delete them from your contacts list yet. A cold attitude towards your first message is no exception; this is the norm.

How effective is cold emailing?

With the advent of new technologies and ways of communicating, you might think that no one really uses email to run their business anymore, and that they are only used in very specific circumstances. Well, that’s where you got misinformed. 

Email is still a great way to connect and grow your business, especially if it’s small. Cool emails, if mastered and used well, can help you empower and expand your customer base.

Cold emails are still important for two main reasons:

1. Networking: Cold email helps you connect with people who may not know anything about your product or business. They may need your product or business, but they may not know that what they need already exists.

2. Leads: Cold email helps generate sales prospects. And when a potential customer emerges from such an email, the salesperson has to work with them to bring the process to the selling stage. A good cold letter can help you reach the leads you need to increase your sales.

What makes a good cold email?

Cold email is a way to start a conversation online. This is a message that you send to a person who most likely knows nothing or very little about your company. Since this is the first time they hear about you, it must be saidthey are cold customers.

The purpose of a cold letter is not instant conversion, but to build relationships between strangers and business partners. In other words, to warm up those potential customers step by step.

The approach to sending cold emails has undergone significant changes. Messages with aggressive sales pitch are now doomed to fail. Plus, anonymized, universal emails are no longer effective.

Today it all comes down to building a relationship with a potential client. The copy of the email should be targeted towards the recipient, not your product or service.

What is a good cold email response rate?

Cold email is a way to start and maintain business relationships. A good email hunter open rate meets the average, which is 20.94%. The results for your organization, however, will be dependent on the health of your list, the quality of your subject line, and the average benchmark for your industry.

The Difference Between Cold Email and Spam

People usually assume that cold emailing is the same as spamming, but it’s not. There are quite a few differences.

Spam is defined as marketing emails that are sent to a large list of random email addresses with the intention to harm, intimidate someone into providing their personal information. These emails often come to people’s personal email addresses and are very annoying.

Cold email is just an outbound marketing practice, and it’s highly targeted. Provided everything is done correctly and it can be spam compliant, this can be an incredibly effective method of reaching leads.


Even a perfectly written, cold email might not be enough to hook your leads. Sometimes they may miss your email or forget to answer you. Or they simply won’t show enough interest to call you. But don’t worry, this is completely normal. This is why you should always be careful not to get an answer.

Cold email communication is more difficult than usual communication for two reasons. You don’t have a relationship with your audience yet, and you lack non-verbal feedback, so you can’t change your approach in real time. As a result, most cold emails fail. 

Cold letter templates are a great way to learn the basics of email copywriting while creating your campaigns. 

One follow-up email is a must in your cold email strategy, but the most optional number is two or three. Try not to take the follow-up as a reminder that you are waiting for a response from a prospect.

In short, personalized cold emails targeted to a specific audience are a great way to start new business relationships and get more new hot leads for your company. And if you add in a sequence of automated checks, you have a pretty powerful lead generation machine.

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