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If you’re unfamiliar with what cold email marketing is, then let’s start off by explaining it. Cold email marketing is an email strategy that involves sending emails to potential clients / customers who have never previously engaged or interacted with your company. The goal is usually to introduce a product or service them and ideally persuade them to respond to your email or buy your product.

Contrast this with conventional email marketing, also referred to as warm email marketing, which entails sending email messages to people who previously engaged or interacted with your company in some way shape or form. This could have been them signing up on your website for a free eBook, white paper or some other content offer. They could have filled out a form on your website or even called in. The defining difference is that they’ve given PERMISSION for you to reach out to them via email.

There in a nutshell is the difference between cold email marketing and warm email marketing. One is permission based and the other isn’t. Cold email marketing is the online equivalent of unsolicited offline direct mail.

The strategy for cold email marketing is the same for unsolicited direct mail marketing. In a nutshell, you design a marketing piece that motivates the recipient to respond reach out to you and ultimately buy from you. The next thing is you get a direct mail list of an area that you like to target. Finally, you mail out 10,000 to 15,000 of them to that list (5,000 mailed out 3 times) and though the majority won’t respond a significant percentage do.

The same exact strategy that has worked for decades with direct mail is the exact same strategy that makes cold email marketing work!