The Entrepreneur Weekly

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Cold Email is The Brand Killer to Avoid

January 27, 20243 min read

At some point in every new entrepreneur’s career, they are tempted to use cold emails, aka spam, to generate leads. They feel financial pressure to bring in more business immediately, and they fall for the lure of a quick, easy sale.

I am guilty of it myself. During the pandemic, I nearly went out of business. I rationalized it to myself as a necessary evil to survive. I gave it a go and almost immediately regretted it.

The problem with cold email is that it is a lot like smoking. It can produce short-term results, which, like smoking, feels good at the moment, but the long-term damage is not quite so obvious.

We all hate spam because it feels intrusive. Our in-boxes are our personal space. It’s where we connect with friends, family, customers, and all of our business associates. We want it to be a place void of the noisy commercialism we are all immersed in from the moment we wake up. Everyone is busier than ever, and those irrelevant, poorly written sales emails are wasting our time and keeping us from accomplishing what we really want in life. They are annoying and frustrating, and we all want them to disappear.

Cold email pushes most people away. It is a lot like that one guy who tries to pick up women in bars with pickup lines. It may work one in a million times, but the rest of the time, it is just a cringe tactic that slams the door and opportunity for real relationships.

Spam damages your brand in three primary ways:

1. Weak positioning.

The prospect wasn’t searching for your service, and there was no urgency behind the connection. Even if they are mildly interested, there is no basis for a relationship. They don’t recognize you as an expert, and your brand is not a must-have.

2. Race to the bottom.

The mindset of the prospect and how they view you and your brand is set at the beginning of any relationship. By starting with a spam email, they immediately view you as a commodity. Leads from a cold email are far more likely to price shop you, ask for discounts, and never fully value your service. Clients from cold email are almost always less profitable. I have seen this effect in multiple industries and it is clear that the lack of relationship building is a big part of the problem.

3. Lower email deliverability.

All of the top email services, such as MS Exchange, Gmail, and Yahoo, have poured enormous resources into developing sophisticated anti-spam software, and they work closely with ISPs to quickly detect and flag IP addresses sending unwanted emails. As you ramp up your campaigns, more and more of your emails will not be delivered until all the emails you send will just be lost to the spam filters. This is difficult and costly to reverse and can damage your ability to communicate with people who want to hear from you.

Instead of cold email, focus on building a content marketing strategy. Publish content for a niche audience. Make it valuable, entertaining, shareable, and educational, and most of all, make it as relevant and personalized as possible.

And most of all, ask for their permission to send them your stuff. If they don’t want it, that’s ok. Don’t be upset. You cannot be all things to all people. If you are unsure where to start, take a look at my 3 by 1 strategy. It will put you on the right path to finding your voice and audience.

The world is a big place with an audience for your message; you just have to find them.

Until next week!

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spamcold email
Back to Blog
blog image

Cold Email is The Brand Killer to Avoid

January 27, 20243 min read

At some point in every new entrepreneur’s career, they are tempted to use cold emails, aka spam, to generate leads. They feel financial pressure to bring in more business immediately, and they fall for the lure of a quick, easy sale.

I am guilty of it myself. During the pandemic, I nearly went out of business. I rationalized it to myself as a necessary evil to survive. I gave it a go and almost immediately regretted it.

The problem with cold email is that it is a lot like smoking. It can produce short-term results, which, like smoking, feels good at the moment, but the long-term damage is not quite so obvious.

We all hate spam because it feels intrusive. Our in-boxes are our personal space. It’s where we connect with friends, family, customers, and all of our business associates. We want it to be a place void of the noisy commercialism we are all immersed in from the moment we wake up. Everyone is busier than ever, and those irrelevant, poorly written sales emails are wasting our time and keeping us from accomplishing what we really want in life. They are annoying and frustrating, and we all want them to disappear.

Cold email pushes most people away. It is a lot like that one guy who tries to pick up women in bars with pickup lines. It may work one in a million times, but the rest of the time, it is just a cringe tactic that slams the door and opportunity for real relationships.

Spam damages your brand in three primary ways:

1. Weak positioning.

The prospect wasn’t searching for your service, and there was no urgency behind the connection. Even if they are mildly interested, there is no basis for a relationship. They don’t recognize you as an expert, and your brand is not a must-have.

2. Race to the bottom.

The mindset of the prospect and how they view you and your brand is set at the beginning of any relationship. By starting with a spam email, they immediately view you as a commodity. Leads from a cold email are far more likely to price shop you, ask for discounts, and never fully value your service. Clients from cold email are almost always less profitable. I have seen this effect in multiple industries and it is clear that the lack of relationship building is a big part of the problem.

3. Lower email deliverability.

All of the top email services, such as MS Exchange, Gmail, and Yahoo, have poured enormous resources into developing sophisticated anti-spam software, and they work closely with ISPs to quickly detect and flag IP addresses sending unwanted emails. As you ramp up your campaigns, more and more of your emails will not be delivered until all the emails you send will just be lost to the spam filters. This is difficult and costly to reverse and can damage your ability to communicate with people who want to hear from you.

Instead of cold email, focus on building a content marketing strategy. Publish content for a niche audience. Make it valuable, entertaining, shareable, and educational, and most of all, make it as relevant and personalized as possible.

And most of all, ask for their permission to send them your stuff. If they don’t want it, that’s ok. Don’t be upset. You cannot be all things to all people. If you are unsure where to start, take a look at my 3 by 1 strategy. It will put you on the right path to finding your voice and audience.

The world is a big place with an audience for your message; you just have to find them.

Until next week!

Custom HTML/CSS/JAVASCRIPT
spamcold email
Back to Blog