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Does Cold Email Still Work?

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Why you need to avoid cold email

Cold email can be a great source of irritation to the recipient, and it can even compromise the quality of your B2B and B2C relationships. Over recent years, we have heard more and more about the inefficiency of cold email marketing strategies. A cold email is an email sent to someone that we are yet to establish a relationship with. There are many reasons why sending cold emails is a bad idea, such as the fact that it can prevent you from establishing positive relationships with potential clients and customers and in fact drive them away. This doesn’t mean that email marketing itself belongs in the past. Email marketing remains a powerful way to drive sales and bring customers closer to your brand. It’s even said that marketing emails are five times more likely to be seen than the same message on social media sites such as Facebook.

Encourage them to opt-in

Many cold emails go unopened due to being regarded as spam. Companies that send unsolicited spam are never likely to enjoy positive relationships with those they are targeting. There is now much more awareness about the ethics of email marketing. It’s no longer regarded as ethically sound to email someone who hasn’t signed up to receive your messages. At Email Blaster, we have never endorsed the use of cold or unsolicited email. Modern email marketing etiquette requires you to ask your recipients to opt-in by signing up for your newsletter or to agree to receive correspondence over the phone.

Why we don’t permit unsolicited email

Our policies prohibit the use of cold emailing for many reasons, such as protecting our reputation and yours. Anyone receiving emails from someone using our software needs to have opted in before anything is sent. Although GDPR still allows you to send emails to businesses that have not opted in under the banner of legitimate interests, this is not something that we permit. All major email marketing service providers prevent the sending of unsolicited emails to businesses. If you do want to create and nurture positive relationships with businesses via email, spend time qualifying your data and opt all of it in first prior to sending any messages.

How GDPR can help you

The benefits of GDPR for businesses is that the new legislation helps you identify the customers that really do want to hear from you. This means you can avoid wasting time attempting to contact those that are not interested in your products and services. Those that do decide to opt-in are likely to be genuinely interested in your brand and what you are offering. Customers that decide to unsubscribe or don’t update their preferences to receive emails from you probably wouldn’t go on to purchase your products and services anyway. As a result, you could start to see greater open, click-through and conversion rates by simply focusing on those that have confirmed they want to hear from you.

Talk to Email Blaster today

At Email Blaster, we offer a range of solutions for optimising your email marketing performance. Call us today on 01327 438077, complete the form on our website.

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