We often can observe the cases when people use terms “cold” and “marketing” considering e-mails as synonyms. However, they do not have the same meaning and have a plenty of differences. If you will consider cold e-mail as a marketing one, you will not get any positive results. That is the purpose of this article: to tell how marketing e-mails differ from cold ones. Study the following material to be sure you are heading in the right direction.
Distinction #1: Receivers
In marketing e-mailing the recipients expect to receive your e-mail as they asked for it; they have chosen you and your service. As soon as they got interested in your offer, they provided you with their address on purpose. They may have subscribed to your blog, downloaded some materials or asked for the free trial period. Eventually, they expect the following things:
– receiving periodical e-mails with some useful materials;
– having an opportunity to unsubscribe.
In cold e-mailing, the situation is different. You are the person who tries to reach. You can use available internet tools to create the list of target e-mails. Those people are not your subscribers. They do not know about you, your activities or blog. They have never asked for a demo or free trials of your program or other products. They are complete strangers. They do not wait for your e-mail and receiving the one can be a real surprise to them. So, in this case, your main goal is to make this surprise interesting to them.
Distinction #2: Form
Usually, marketing e-mails have a bright format. The text is framed and styled. These e-mails often have some templates for each case. They contain some images, logo and other bright stuff. Also, they have some buttons and links to go for more details or for making some conversions.
Newsletters are the same marketing letters as well can have a simple form. However, they are always supplied with links to the blog articles, podcasts, and other materials. Often the readers can even download in PDF the received letter.
Cold e-mails on the contrary look like personal e-mails, like the ones between family and friends. The same form e-mails between business partners or co-workers may have. Usually, those e-mails are simple but meaningful. The perfect variant for cold e-mailing is the plain text, without any additional attractions. The letter must be brief and contain only valuable information. In the conclusion of the text, the reader will find some kind of request, question or offer, and the relevant link. This specification leads us to the next distinction – the purpose.
Cold emails are aimed at starting a B2B communication, which is expected to bring some mutual benefits for the interlocutors. You do not want the receiver just click the attached link and that is all. You require a real reply. Cold e-mails serve the one purpose – to start communication with a target person or company and lead this conversation to the future collaboration etc.
Marketing e-mailing serves another purpose. You want a receiver of your e-mail to follow and get familiar with materials outside the e-mail text. It can be a blog post, video, podcast or other publications. You are trying to supply your readers and subscribers with regular content and use e-mails as reminders.
Cold e-mails in their turn are created to offer the reader the solution to their issues immediately. The recipient can understand your point without the need to look for additional materials.
Marketing e-mailing serve for maintaining the relationships with your customers and keep them interested in your services, products, and brand. You do not ask them immediately to buy something. You are not offering them a solution. Your aim here is just to lead them on their customer path. While in cold e-mailing you expect the reader to be on the same page with you.
To diversify cold and marketing e-mails more, we can divide them into sales and marketing categories. Thus cold e-mails are the part of the selling process while marketing ones serve marketing and advertising goals. They eventually all play a great part in business development. But marketing e-mails cannot increase your sales rates, unlike cold e-mails.
Distinction #4: Scale
Considering marketing aims, you are focused at enlarging the number of your subscribers or followers. The numbers may be counted by hundreds and thousands. And every time you design a new material, you are going to deliver it to all the subscribers. Sure, your marketing e-mail list can be divided into some segments and according to them, you will sort your content. Still, you are going to reach a great number of people almost immediately.
Cold e-mailing is aimed at a small group of prospects. In this case, you are focused on the quality rather than quality. Before starting your outreach, you study every person from your list and try to get as much info on them as possible. Then you use the received information in creating cold e-mails. This task requires much time as you need to be sure that the prospect will be interested in your offer and will be useful for you as well.
That is the reason why cold e-mail list contains no more than 20-100 contacts. Those leads receive up to 2-9 e-mails (first touch and then a few follow-ups). Every e-mail, in this case, must be personalized and adjusted to the personal specifications of the receiver.
So we can conclude that in marketing e-mailing you send hundreds and thousands of typical letters with the same (or almost the same) content. In the other hand, in cold e-mailing you send no more than 100 customized e-mails, each of them is created in accordance with receiver’s interests and needs. Even when you use templates, you need to make each of them unique by adding relevant personal data.
Distinction #5: Customizing
Followers and subscribers, as long as they have opted to contact with you, want to receive some useful or interesting materials. They realize that such messaging does not mean a communication and those e-mails are created and sent automatically. Those letters will be sent and stored in “Offer” section of their mailbox and they will know where to look for them. Also, they do not mind beginnings like “Hello, Peter” or simple “Hi!” as long as they are satisfied with the quality of received content.
Cold e-mails receiver did not ask you to send them anything. That is why they will not be aware of you trying to reach them if your letters will be in the “Offers” section. What is more, they will not spend time on reading a message from stranger starting with “Hi!” So your e-mail is likely to be deleted if you do not manage to get their attention in the first 1-2 sentences. You must understand that they do not know you and the information about achievements of your company are not relevant to their daily routine. But you will catch their attention if you start with some info about the recipient.
Put yourself in your opponent’s shoes. Are not you interested in other people’s opinion on your activity and achievements? Don’t you want to know what they think about it? Let’s tell the truth that we would be more inclined to have a conversation with a person who expresses some admiration of our work and personality and appreciates our activities.
You may consider this being a waste of time, but emotions play a great part in business as well, want we it or not. Moreover, if you start reading an e-mail where you can see some info about you, it may show you that the sender has done some research in order to know you better. You will be more eager to answer this message as long as you see your opponent is interested in you as well.
Distinction #6: Frequency
Marketing or newsletters are periodic so there they have fixed dates of their delivery. The receiver in his turn waits for new materials. The main aim of such approach is to maintain the interest, remind your recipients about your products and brand. Receiver understands that these e-mails are sent automatically and will be glad to get a piece of information at the appointed time.
Cold emails are not tied to any schedule and are not expected by the receivers. Follow-ups also must be sent individually. You cannot let any automated issues spoil your attempts to create a personal connection. So there is no a universal option how often you can send follow-ups in cold e-mailing. You need to decide this for every case.
But it is important to maintain a balanced periodicity in the cold e-mail. You can use any automatic tools but make sure that this approach will not affect the personal message you are trying to deliver.
Distinction #7: Tools
As far as the purpose and principles of the various types of e-mailing differ, there are also different automated tools for each type.
There are programs and applications for sending newsletters. However, they are good only for marketing e-mailing but not for a cold one. The first reason is that in most cases that tool simply does not allow to send cold e-mails according to their terms. The second one is the principle of delivery. Marketing tools send e-mails in bulk applying their own SMTP. This leads your e-mails to the “Offers” and “Promotion” sections of the receivers’ boxes as it is meant to the marketing letters. But when it comes to the cold e-mails, we need them to be in the “Primary” section.
Tools for cold e-mailing have different sending principles. They use your own SMTP. So basically the e-mail is sent from your server. Also, you are mentioned as a sender. Automated tools usually only initiate the sending process. The number of e-mails is delivered at different times, not as a bulk. This specification makes it impossible to use cold-e-mailing tools for marketing purposes and deliver thousands of letters. And there will be no need for such option if you understand the meaning of the cold e-mailing. Up to 50 e-mails a day is enough to cover your prospects. Also, you simply customize every message in order to deliver individual e-mails. These aspects allow your cold e-mails be delivered directly to the “Primary” section like the ones the receiver gets from his colleagues, friends and known partners. And you at the same time free yourself a bit by letting a program to solve some minor issues.