We often see the terms cold emailing & email marketing often used interchangeably. However, you should know that the two are not the same – they differ a lot. Cold emails, unlike marketing emails, do not generate much response. This write-up analyzes the two email campaigns – cold email campaigns and email marketing campaigns. Any marketer needs to understand the difference between cold emailing and email marketing so that they do not waste their time sending irrelevant emails to their prospects.
Marketing – What is a Cold Email Campaign?
When emails are sent to receivers without any prior contact or knowing them, it becomes an unsolicited email. When marketers send such type of emails to their prospects, it is called a cold email campaign. Is cold email spam? Well, proponents do not consider it as spam. However, a few steps, if not followed, can be treated as spam by spam filters. It can also be reported as spam by the recipients. Cold emails are personalized and targeted at specific individuals. The main goal of sending a cold email is to draw the individual into a business conversation and not to promote a product or a service.
What is an Email Marketing Campaign?
The double-opt-in feature is used by marketers to gather email ids. What is double-opt-in? When a prospect opts to sign-up for a subscription, an email link is forwarded to them. Once the recipient clicks it, they become part of the email marketing list. Email marketers usually use such databases or ones that are readily available for email marketing campaigns.
Email marketing is an effective strategy that forms part of digital marketing strategies. It involves sending emails to prospects and customers. The main goal of email marketing is to convert prospects into customers. Next, the one-time buyers into loyal customers! Every email sent to potential or existing customers is considered as email marketing. Email marketing makes use of emails to send advertisements, or business requests, or solicit sales or donations.
Cold Email Outreach V/s Email Marketing Outreach
It’s been studied by analysts that the average open rate for cold emails is around 25 percent. Cold emails can help to grow your business if done rightly – they work if used for its intended purpose. We have discussed earlier what cold emailing is. Now, we will find out how it differs from an equally powerful marketing email. In other words, it translates to differentiating between cold email campaigns and email marketing campaigns.
Cold Email – When marketers plan to launch their cold emailing campaign, they need to surf the internet or lay their hands on some tools to search recipient email addresses. The email addresses of recipients that you choose are not subscribers – they haven’t subscribed to either your blog or have given their email addresses on your landing page, and they haven’t opted in for any free trials or downloads. You have never interacted with them earlier, nor have they ever heard of you before. Receiving an unexpected email is going to surprise them. Therefore, the task of marketers is to ensure that they try to surprise them so that it leads to further conversations.
Marketing Email – When marketers launch their email marketing campaign, the recipients to whom they send their emails have voluntarily opted in to get them. They have chosen you. Either they have found you or your brand and want to interact by sending their email ids or they have signed up for a free trial or download or subscribed to your newsletter. The recipients expect that you send them periodic automated emails, and also give them the option to unsubscribe from your mailing list anytime.
The Email Format
Cold Email – When marketers design their email format, they should ensure that it is more personal. It should be like a one-to-one email that you usually write to friends and family, or it could look like a specific one-to-one business inquiry. Cold emails are ideally plain-text emails – it should include just a few sentences. You should mention a precise question or a request at the end of a cold email – it helps them to follow your link and also serves them.
Marketing Email – When marketers launch their email marketing campaign, the format of their marketing emails are framed carefully – they have styled HTML templates, branded with business logo, company colors and fonts, and so on. The emails are formatted attractively, and often include photos or pics. Then there are CTA buttons included that facilitates to follow your link.
Level of Personalization
Cold Email – When marketers launch their cold email campaign, their recipients aren’t expecting any emails from them. So, they are not looking at the offers’ tab of their Gmail. If you address them by their first name, they may not even read your email, or could even delete it! Therefore, the key is to catch the attention of the recipient in the first two lines of your email. As the juiciest of sentences are unlikely to catch their attention, personalization has to exactly play a crucial role in cold emailing.
Marketing Email – Email marketing campaigns launched by marketers involve subscribers who have chosen you and opted in to interact and get content from you. They expect quality content in the emails they receive via marketing automation tools. The recipients have no objection when they are referred to by their first name – they are totally fine with an email that starts with for example “Hi Ravi” as long as the content they get is interesting and helpful.
Volume and Frequency of Emails
Cold Email – When building lists of prospects for cold emailing, a smaller group of people is focused at. You send specific information for each prospect. Incorporating this specific info into the email copy is a time-consuming activity as it involves shortlisting recipients yourself, researching about them, and finally qualifying them as being fit to be your ideal customer. All this translates into less volume of cold emails that are sent in your cold email campaigns.
The follow-ups for any cold email campaign have to be handled and need to be sent individually. The time taken to deliver your cold emails and follow-ups is crucial in convincing your prospects. You need to check on it individually. The frequency of sending emails depends on the follow-up, and the conversation each recipient has with you.
Marketing Email – In email marketing, you expect your subscriber list to grow as fast as possible. Each marketing campaign then involves sending emails to all of them. You have the option to segment your email list and implement it by sending customized content to various segments. Each email marketing campaign includes sending thousands of emails in a very short time.
Valuable newsletters are sent to recipient inboxes regularly. Recipients expect an email from you or an influencer and wait for it to arrive. To keep the recipient thinking about your brand is the main purpose of marketing emails. The recipients that come under email marketing are aware of the automation systems involved, therefore it makes sense to send them content via emails regularly.
Purpose and Tools
Cold Email – When marketers send cold mail as part of their cold email campaign, they do not expect recipients to open and read their emails or click the links inside it. Their main goal is to start a conversation with the intention that it may result in a business relation deal in the future. Using cold emails help you to look out for people who want to discuss specific business needs, or looking for a solution to their problem. Tools that are dedicated to sending cold email sequences work differently. An example of a cold emailing tool that can be cited is Woodpecker – it sends emails using your SMTP server wherein emails are sent from your mailbox.
Marketing Email – Marketing emails are usually sent with the sole purpose of presenting the recipients to another piece of content – either a blog post, PDF file, a podcast, or a website link. Such content is regularly fed to subscriber inboxes that keep them connected to your brand. When you use marketing mails, you don’t expect prospects to buy anything immediately, instead, you try to nurture them. Email marketing tools include MailChimp, GetResponse, Freshmail, Campaign Monitor, Autopilot, etc.
Leverage Robust Databases for you Cold Emailing and Email Marketing Efforts
Unlike in email marketing, nobody likes to send or receive cold emails. However, it does not mean you cannot devise your cold email campaigns. As per Yesware, a response rate of around 40 percent is possible from cold emails. But it found out that most businesses are leveraging their returns from this approach. Whether you are strategizing your cold email outreach or email marketing outreach, you need robust databases that are segmented. Such databases can enhance your marketing campaigns by using personalization and help you to derive increased open and reply rates. Cold emails and marketing emails are great and effective ways to help you to increase your leads and conversions. It is time to leverage robust databases from reputed data providers for your effective email campaigning.
BestDataProvider.com is into the latest trends in digital marketing and deals with robust databases that are thoroughly verified and regularly updated can help you. For your sample database, reach us at firstname.lastname@example.org
Read other Article : B2B Marketing Strategies that will Outlast Covid-19 Pandemic