Do You Cold Call by E-Mail?

Cold Call E-Mail Sample - Cold Calling E-Mail Example

Is sending unsolicited e-mails to management effective? Should you send unsolicited cold call e-mail to management? Is sending unsolicited cold call e-mails to management legal in the U.S.? What kind of e-mail should you send to management?

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These are all reasonable questions for salespeople to ask themselves if they are trying to reach non-responsive targeted management prospects. Yes, telemarketing, networking and marketing help generate leads for sales teams. But, what happens if none of these action steps generate an inquiry from a management prospect you are trying to sell.

One way to penetrate the "no talk zone" of management is to send a cold call e-mail.

Is sending unsolicited e-mails to management effective?

Sending a cold call e-mail is a risk. You will alienate a percentage of management prospects by using this method, but statistically you will get a positive response if you craft your e-mail correctly.  Sending unsolicited e-mail to management can work.

Should you send unsolicited cold call e-mail to management?

Some of the management prospects you alienate can be aggressively abusive, ban your company from working with them permanently, or worse, report you for spam.

Is sending unsolicited e-mails to management legal in the U.S.?

It depends on what your attorney says. At The Value Forward Network, we publish newsletters distributed worldwide and last year we mailed in excess of 15 million e-mails to our opt-in mailing lists. Our intellectual property law firm says that under the CAN-SPAM Act of 2003.(http://www.spamlaws.com/federal/summ108.shtml#s877) you should NOT send unsolicited e-mail even if it is a business-to-business e-mail about legitimate opportunities. Like the U.S. Junk Fax Act (http://www.keytlaw.com/faxes/junkfaxlaw.htm ) if you do, you can be exposed to potential legal actions against you and your company.

What kind of e-mail should you send to management? If you send e-mails to management both solicited and unsolicited, there are guidelines you should consider when sending your e-mail.

8 Guidelines to Increase Your Cold Call E-Mail Success

1.       Never send an attachment with your e-mail. Prospects who don’t know you are not going to open a file and risk a virus.

2.       If you are sending an e-mail, send it from a named individual, not a company, and always have your company name, web site URL, telephone number and name in the e-mail signature.

3.       When sending an unsolicited e-mail, keep it short -- less than four paragraphs.

4.       When sending an e-mail, always use bullets and numbers in the body.

5.       Always describe in your e-mail how your offering can increase income, decrease expenses or manage risks for the targeted prospect.

6.       Always name other clients in your inquiry e-mail so your prospects see your value through the eyes of your clients.

7.       Always include an action step for the prospect to take or an action you will take.

8.       Pay special attention to the subject line of your e-mail -- it should be less than 40 characters or mention something that will intrigue your prospect.

Should You Cold Call By E-Mail?

You are taking a risk if you cold call by e-mail. Only you and your company can make the decision of whether you should do it. But beware -- although you may be rewarded by getting through the "no talk zone" of some prospects, you risk upsetting other prospects you are trying to sell . . . and their legal department.