Cold email doesn't work

Author

Tom Grainger
April 02, 2024

Question for you:

Have you tried cold email and found that it didn’t work?

Here’s the truth:

It didn’t work FOR YOU.

I talk about this quite a lot over on Linkedin

Where I see so many holier than types (who conveniently don’t work in sales)

Complain about how bad cold emails are.

Because they’ve received 3 bad cold email in the past year and therefore assume it won’t work for them.

This is incorrect.

The reason cold email won’t work for them isn’t because the channel is broken.

It’s that their knowledge (and therefore execution) of the channel is broken.

You see this across all areas of life.

A person can’t lose weight because they don’t know the principles of thermodynamics and therefore thinks it’s impossible to lose weight.

When in fact a better understanding of weight loss would let them lose weight.

This is the exactly the same with cold email.

You cannot (in 2024) whip up some copy and start firing cold emails from your email account.

It’s much more complex than that.

You need an understanding of:

  • Deliverability

  • List building using advanced tools like Clay

  • List qualifying

  • List enrichment

  • Lead cleaning and verification

  • Understanding pain

  • Understanding offers

  • Writing copy

  • How to reply to prospects

  • & lot’s more.

Get one thing wrong in the process and the whole thing falls apart

And you go back to blaming cold email as a channel.

The issue isn’t the channel.

It’s YOU.

-Tom

P.S. If you’re curious how we help companies execute no the above to fill their pipeline with abundant deal flow.