Cold emails are a necessary evil that most B2B marketers resort to for promoting their business products and services. It is quite literally the foot in the door approach, where you pretty much shamelessly, approach a prospect with what you offer and what he is likely to gain out of it.

But the only sad thing is that most of these cold emails don’t really work. They are like trying to hit the target with one little arrow in complete dark! And missing the target is only landing you into a darker spot.

In this case, the spam folder.

While you could be generous at sending cold emails, here’s one thing to remember – the more you get marked as spam, the lesser is your email deliverability in campaigns later.

So what do you? How do you reach out to your target market with your value proposition?

Earn the recipient’s permission first!

Imagine if I bombarded you with articles from my travel blog just because I have your email address stored. You didn’t ask for any, you’re not interested in travelling and you don’t see why I am still sending you my posts. Plus my mail has a higher chance of getting lost in the volume!

cold email pros and cons

But if I had asked, you as an internet user would have gotten the choice to say yes or no – instead of having to deal with regular mails from me.

1. Leverage from inbound marketing

The one thing that the B2B market is open to, is good content – a piece that is informative and offers a takeaway that adds value to the reader. This is where inbound marketing comes in.

Inbound marketing is the approach where you place all your trump cards on the table by offering industry related, customer valued content on the table and ask your readers for their contact information. It is straight up a give and take relationship.

The more value you add to a reader, the more likely he is to hit subscribe the next time you ask!

2. Confirm the opt-in in your first email

When a visitor does subscribe to your website, ensure that the first email offers a second opt-in. This will not only confirm the contact address of the recipient and help you keep your email list clean, but also give your subscribers the assurance that you aren’t a spammer.

But this is also the moment where you don’t want the subscriber to have second thoughts and hit unsubscribe! A great way of executing the second opt in email is to offer a valuable content piece along with your message. It is like reinforcing what the subscriber would get by engaging with you.

subscribe yes no

3. Stop using company names

Yes, you’re a team that sticks together and does things together. But your recipient doesn’t really need to know it all. So stop using signatures like ‘Team <company name>’ or ‘Company name’.

People talk to people, so give them a person to relate your business with. Creating a trustworthy bond with your subscribers takes a humane approach while marketing. And building this trust, will only improve the deliverability as well as engagement on your email marketing campaigns.

4. Simply ask to be not blacklisted

The thing is that while a visitor to your blog may have subscribed on his own, his mail server doesn’t know of the same. There have been times when I subscribed to some really great reads, never got emails from them and decided to reach out asking ‘where my newsletter was?’

And that’s when something came to the forefront – those emails were all landing in my social or junk folder. This is exactly why you should simply ask the subscriber to whitelist you the moment he/she opts in.

A simple line with your thank you for subscribing message, saying ‘don’t forget to check your spam and whitelist us to receive regular updates’ is going to do you no harm. Plus it gives the subscriber the choice to get your mails in his inbox or not – after all, it is all about the customer today.

5. Take the social approach

Yes, sourcing an email list might seem like a wise thing to do if you want to save on time. But it isn’t really the best of approaches! Instead of forcing a communication on someone, take the social approach.

Connect with your prospects over channels like LinkedIn and Twitter. Take the opportunity to introduce them to what you offer, how you’re better and how getting to talk to them will help you put the value proposition forward better.

But be sure that your opening message isn’t like a sales pitch delivered by a rep standing outside your door, while you haven’t even opened it yet.

6. Always give the choice to unsubscribe

There are a few emails I subscribed to and still have regrets over. The reason being I have lost interest in them and yet every morning I get at least 2 mails from them in my inbox. I have tried to unsubscribe and even drop emails to their team, but to no avail. So I have a workaround – while I can’t do away with the notification, I can simply send them to trash without having to open them!

I am the kind of agitated subscriber you don’t want in your email list. Hence, always include an unsubscribe option in your mail and make sure it works!

opt in opt out

7. Clean up your email list

In a post on HubSpot, experts weighed in on the importance of businesses having a clean and healthy email list. The primary goal behind it being understanding and identifying quality leads and segregating them from those who are probably never going to engage with your business.

The company came up with a quick sniff test too so you could get started right away. The test includes asking and analysing answers to the following questions:

  • Does everybody on your list have a prior relationship with your business?
  • Do you have an unsubscribed list?
  • Is your email list purchased, rented, leased or organically generated?
  • Are the people on your list expecting your mails?
  • How frequently have you touched base with these people in the last 12 months?

The true idea behind maintaining a clean email list and asking for permission is to keep the customer in mind first. His interests over yours. You don’t want to be known as a business that literally spams people on various channels.

Wondering how you could work on growing your email list organically? We have all the answers:

How to grow your email list faster than ever


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Vanhishikha Bhargava

Content Marketer at Exit Bee. Most of the times found trying to create compelling copies for blogs and digital campaigns, keeping a watch on what's happening on social media or ranting on Twitter. At all other times, not found.

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