7 Ways Cold Emailing is Different than Email Marketing
77% of marketers have seen an increase in email engagement over the last 12 months. Emails have become a part of our lifestyle now and there is no getting back.
Everyone in the digital space is leveraging emails according to them. Email marketers are using them to generate sales, candidates are using them to crack offers, creators are using them to nurture you via newsletters, and brands are using them to make you feel a part of their community.
But here’s the catch,
“You need to understand various methods to leverage emails and learn to differentiate well between the different ways to utilize them.”
Let’s deeply understand the differences between two main ways emails are used- cold emailing and email marketing.
Cold emailing is a part of the email marketing industry where you utilize emails in two ways-cold emailing to people who have no idea about you and your business and sending marketing emails to people who have subscribed to your email list.
Before going into details, let’s see their basic structure. That’s the biggest difference
Recipients
For cold emails, you have to search for potential people online and get their email IDs while for email marketing, you ask people to subscribe to your email list; hence, people provide you with their emails and permit you to email them.
Purpose
In marketing emails, the main motive is to stay in touch with the subscriber, make them feel connected and keep delivering them free value so that they don’t unsubscribe feeling that it’s useless to subscribe to your list.
In cold emailing, your main motive is to make the prospect reply to your email and start a conversation.
Cold emails are used by salespeople in B2B or founders in B2B to send emails either manually or using some software tools. The purpose is to convince another person to get on a call, buy a product or service or show them a demo of your product/service and communicate how it will help them
Cold emailing is an outbound activity done with the purpose to receive a response from a particular person and developing a business.
Level Of Personalization
Cold emails are all about personalization. The level of research you do before pitching them, the way you present your research, relating them to your business, and establishing a connection with them are some pinpoints that justify a cold email.
Cold emails are way more customized including everything about you.
On the other hand, email marketing is more about sending bulk emails to your customers, audience, and potential customers rather than a 1:1 conversation.
The only best way email marketing can be customized it putting your name inside it. People know they are bulk and automated emails so all people focus is on the email copy and resources you have for them.
Format
Marketing emails are generally 20 lines long with photos, funny GIFs or memes, colorful buttons, and links redirecting them to a website, video, social media post, PDF, etc. Marketers often create a meme to add a touch of humor and relatability, making these emails even more engaging and likely to capture the reader’s attention. This is done to make emails look attractive, and thus, users end up sticking to them for a long and reading it all.
On the other side, cold emails tend to be simple and straightforward because this is the first time you are sending an email to that person.
Will you read a long email full of links from someone you don’t know at all? Apparently, no. Hence, they are full of research but conveyed in very few lines with an actionable CTA so that they can reply easily and take the conversation forward.
Sending Volume
Cold emailing is about targeting very few people in your network, outside your network, people you met online, or anyone you find credible enough to work with but the result is in follow-ups. Targeting very few people but re-targeting them consistently. It’s a quality game.
Email marketing is just about increasing subscribers to your email list. The more people subscribe to your list, the more leads would be there for your product/service that is available in bulk. It’s a quantity game.
Sending Frequency
For marketing emails, set the frequency and announce it all over. And stick to it for the long term. It can be once a week, once in two weeks, once a month, etc. But it should land up in their inboxes until they unsubscribe.
Cold emails aren’t automated so they have to be more human with the wish of hearing back from the person. Following up 3-4 times, once every week is a good number.
Common Mistakes
Wise is the one who learns from his mistakes, wiser is the one who learns from other mistakes. Here are some of them you should take care of while sending cold emails and marketing emails-
For cold emails,
- Talk about the benefits and results they would get by utilizing your services instead of mentioning all of what you do.
- Mention a simple and single CTA
- Have a short and concise email body. They don’t have time to read lengthy paragraphs
For email marketing,
- Don’t overload them with graphics. Keep it min just for the hook
- Maintain the right frequency of the emails
- Track your emails wisely to plan ahead your strategies
- Make your emails mobile-friendly as 67% of users check emails on their mobile
While both are entirely different ways to target your customers, and clients, both of them have their advantages over others.
Where email marketing helps you to stay in touch with the subscribers and make them feel connected to you and your brand, cold emailing helps you to reach potential businesses and prospects.
That’s a wrap for the day! This was the most asked query and here is how we solved it.
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