Inbound - The Blog: The Secrets Behind Click To Close

 

Insist On Doing Cold Emails? Use Inbound Marketing To Warm Them Up

If We Can’t Talk You Out Of Cold Emails, At Least Let Us Help You Get Them To Work Better

In a recent article, I begged you to stop sending unsolicited cold emails as part of your marketing campaign. I stand by that position, but I’m a practical man and I understand why some of you insist on using this practice today. Even with a horribly low open and click-through rate, you still get a bite every now and then, and sometimes those bites turn into revenue. I get it.

We’ve learned some techniques from our years of practicing inbound marketing that can be applied to this tactic to improve the performance enough to make the program decent from a metrics perspective. I also think it’s important to know what performance expectations you should be looking at before, during and after you launch your own email campaigns.

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Stop Emailing Me! Inbound Marketing Means I Give You Permission First

Nowhere Does Unsolicited Email Marketing Fit Into A Well-Thought-Out Inbound Marketing Program

WARNING: This might seem like a rant, but it’s not. It’s a plea to everyone who insists on sending emails to people they don’t know, have never talked to and have no knowledge of their business situation. Just because I might need what you do doesn’t mean you can interrupt me or your prospects with unsolicited email marketing.

Please look at this on a risk-reward spectrum. To be more specific, what is the best-case outcome from this type of email campaign, what is the worst-case outcome and what is the most common outcome? The best-case outcome is obviously a new sales lead; not necessarily a sales opportunity but definitely a lead. The worst-case outcome is a pissed off potential prospect who may never do business with you because of the interruption.

Finally, the most likely outcome (from a numbers perspective) is to be simply ignored. This means the email is just deleted with no response. The question you need to ask yourself is this: “Is the return from this type of effort or campaign worth the risk on the bottom end of the risk-reward spectrum?”

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Why Inbound Marketing Demands I Never Reply To Unsolicited Emails

If You Sent Me One, Now You Know Why I Haven’t Responded

I’m no different than you. I'm going about my day and trying to get my work done when I get an email notification (you know, those annoying pop-up windows that alert you to a new email). The email looks like it’s in response to something I sent, or it might look like it’s from someone who knows me. So I click on the alert.

But it’s not either of those scenarios. It’s an unsolicited email, from someone I don’t know, trying to sell me something I know nothing about and might not even need. Who came up with this tactic? Who decided this was even close to a good idea? It gets much worse, and I’m sure everyone reading this is going to know what I’m talking about.

When I delete the email, I get another one in a day or two, followed by another and another. Each one sounds a little more desperate and attempts to make me feel a little ruder for not responding. Some people even resort to adding animated GIFs of Oprah, Spiderman or some other celebrity. I guess they think this will get my attention and get me to ask to speak with them.

I know marketers ruin everything, but this is ridiculous. If for some reason you have your sales and marketing team executing a similar tactic, here’s why this will never work.

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