Subject areaChannels and tools
Cold emailing is sending individual emails to people who do not know the sender yet, chosen one by one by role and company.
Each message names the recipient and their problem, and usually belongs to a sequence of three to five emails a few days apart. It is a tool of outbound marketing, and in account-based marketing it often opens the first conversation with target accounts.
It differs from direct email marketing in number and care: a few dozen messages written for one person against thousands of copies of the same message. The measures that count are reply rate and meetings booked, more than opens.
An example
An industrial process consultant writes to thirty plant managers in the chemical sector. Each email opens with a public fact about the plant, such as an announced expansion, and asks for a twenty-minute conversation: seven reply.
Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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