Cold email is dead?

Author

Tom Grainger
October 01, 2024

You’ve likely seen a lot of FUD (fear, uncertainty & doubt) about cold email on Linkedin and X so I’m hear to address the rumours.

Yes, cold email has become a lot harder in the last 12 months.

Yes, deliverability seems to be getting worse.

Yes, there doesn’t seem to be a clear solution to fix deliverability.

Do I think cold email is dead?

Not really…

Let me explain why.

Like every industry and business model things develop and change over time.

Does that mean that the business model is dead?

No.

It just means that people need to change in order to keep up.

The big problem we are seeing now is that businesses that have been operating on bad practices since 2018 are now seeing the impacts across their campaigns.

Do I think that email as a channel of leads generation is dead?

Of course not, people will always send emails to generate business, just the way in which we do it changes.

How so?

  1. Leveraging real intent


    → Real intent isn’t some bogus signal from overpriced intelligence softwares, it’s things like website visits and Linkedin engagement.

  2. Low volume


    → Having real intent will mean that the volume of emails are decreasing drastically, we don’t need to burn through your TAM anymore, we simply target the lowest hanging fruit.

  3. Email becomes a later stage strategy instead of a beginner strategy.

    → Intent takes time to build so email as an outbound strategy will only be deployed when significant intent has built up. We currently see that around 5k website visitors &/or 10k Linkedin followers.

  4. Natural platform usage

    → One of the biggest areas that is catching up with cold emailers right now is that the ESP’s are punishing unnatural usage of their platforms. They can see when someone has 25 email accounts all called tom@ on a single workspace account. Going forward this needs to change.

These are just a few things that are top of mind as I write this email meaning I’ve likely missed some stuff out, lmk if you think I have.

Tom

P.S - Myself and Louis have been developing a system for businesses who want to leverage this intent and expose hidden buyers in their website and Linkedin audience.

If you are reading this and get over 5k US website visitors &/or 10k Linkedin followers, reply to this message and I’ll show you how we can help.

We are offering a ridiculous discount for early adopters of the system while we build out case studies so now is the perfect chance to take advantage.

Here’s the link to calendly to apply and find a time

Tom