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Cold email vs. Cold call

May 30, 2022

If you are new to the world of marketing and business development, you might be wondering if you should adopt cold email or cold call for sales communication. The correct answer is to use both!

Both of these strategies have their pros and cons, and we will detail them in this article to help you make an informed decision. 

Cold email

Email marketing is now a far more prevalent technique of reaching out to prospective clients. According to research, 32% of professionals contact their prospects using email, while 61% of initial contacts are made via email. On the other hand, only 6% of the sales representatives use cold calling.

The reason for this is straightforward. Your prospects may be busy and may not like the intrusion of an unsolicited call. Hence, sending emails is a more benign and non-intrusive way to contact them. This also gives them the flexibility and freedom to choose whether or not to respond and when to respond via email. It is just more discrete and respectful of the prospects’ time and privacy.

Furthermore, email does not compel the client to make a decision right away. As such, they have more time to consider the pitch made to them, which is less pressurizing and intimidating. 

However, we all use email in our everyday lives, and we can receive a large number of emails each day from various persons attempting to advertise different products. With that said, the disadvantage of email is that it can be a congested medium. Making it difficult for marketers to stand out among the crowd. 

Pro tips: check out our article ‘How to craft a winning email’ to help you create emails that make you stand out. 

Cold call

Phone calls, on the other hand, are different. They are more effective at getting prospects to respond. Moreover, once they pick up the phone, you would have made them aware of your existence and your pitch.

Why not use both?

We suggest combining both approaches for the best results. You can send an email and a voicemail at the same time, stating that you have sent them an email and would like them to have a look at it. 

This would be non-intrusive while drawing their attention to your request. It also adds a personalized touch without putting the prospect under any pressure. Improving the likelihood of people contacting you if they are interested. 

Additionally, it is recommended that you keep your approach non-intrusive at the beginning of your prospects’ customer journey. Reach out to them via email to pique their interest. When you know your prospects have progressed in their customer journey and are ready to make a decision, it is time to call them.

It is critical to close the deal with a real conversation when making decisions. Therefore, calling rather than sending an email is preferable, especially when negotiations are involved or you need to answer some detailed questions. You need to answer their questions and soothe their doubts to help them make a decision. 

Of course, there is no definitive answer as to what you should do. The type of sales approach you should use is also determined by the nature of your audience, the type of product or service you offer, and the industry dynamics. You will need to figure out what works best for you and your target audience.

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