Growth of Email signature

Cold email shouldn’t be confused with spam emails, which are sent to countless addresses at once, without researching the relevancy of the recipient or confirming that the email address itself even exists. 

Here’s how small businesses can start leveraging cold email to grow their business in five simple steps.

Step 1: Build Your Email Lists

Warning – obvious statement ahead: Before you can execute a cold outreach campaign, you need people to contact.

The most common form of prospecting, however (and where most small businesses are likely to start), is manual prospecting.

Step 2: Learn How to Write a Great Email

Some articles make writing cold emails sound easy – as easy as adjusting a template someone used successfully five years ago and hitting send.

This does depend on the exact nature of the “cold” email, though. Someone who's been on your site, consumed your content, and voluntarily added themselves to your email list might actually appreciate a phone call at this stage of the sales cycle.

Step 3: Let Your Email Signature Do the Rest of the Talking

Your email signature is an essential yet often overlooked marketing tool that can transform a good email into a terrific one.

Your signature can promote your upcoming event, webinar, ebook, whitepaper, or any content you choose.

Step 4: Scale Your Cold Email Strategy

Scaling cold email is a given for most businesses, but it’s even more important for small businesses that can’t afford to squander cash on campaigns that are unnecessarily labor-intensive.

 It’s also not news to most that you can’t write a completely bespoke email to every contact, at least when you're trying to scale.

Step 5: Follow Up with Your Prospects

Don’t assume that someone isn’t interested if they don’t reply to your first email. You don’t need to wipe them from your contacts list yet. Getting the cold shoulder on your first message is not the exception; it’s the norm.