As more people dive into the world of cold emailing, it's easy to feel overwhelmed by all the information out there. Between understanding what to expect and figuring out how to adapt, it can get confusing. Here’s a breakdown to help you set clear expectations and get the most out of your campaigns.
What to Expect from Cold Email Campaigns
The success of a cold email campaign largely depends on two key factors:
The service you're offering
The volume of emails you're sending
These two elements set the stage for what results you can expect when it comes to booking meetings or closing deals.
High-Volume Niches Require Patience
If your service is something like email marketing for eCommerce brands—a very saturated market—you’ll need to send a much higher volume of emails before you start seeing positive results. Why? Because many people are reaching out to the same businesses. In this case, you might want to consider:
Switching up your offer: Instead of just pitching a call, offer a free email flow or some templates to show your expertise upfront.
Connecting on multiple platforms: Reach out through Twitter, LinkedIn, or other channels to build rapport before sending your emails.
It’s crucial to set the expectation that landing a client in the first month, or after sending a few thousand emails, may not be realistic in these crowded markets. Volume and persistence are key.
Niche Services Require More Targeted Outreach
If you offer a niche service, like sales coaching or consulting, your cold email approach might look different. In these cases, your target audience is smaller and may require more effort to build trust. Here's what to expect:
Higher volume may be necessary: You might need to send 15,000-20,000 emails before booking meetings. The reason? People may not know or be actively looking for your service.
Higher conversion rates once booked: When someone shows interest, they’re often ready to buy, so even if it takes more effort to get a call, the payoff is typically higher.
In both cases, be prepared for a longer sales cycle and more touchpoints.
Setting Up for Success: Best Practices
Utilize intent data: Tools like ListKit’s intent data allow you to target prospects who have recently shown interest in services like yours. This increases your chances of connecting with the right people.
Engage on multiple channels: Email is great, but don't forget about LinkedIn, Twitter, or even Instagram. Hitting multiple touchpoints strengthens your presence.
Focus on learning and adapting: During your first 30 days, focus on evaluating your target audience and optimizing your approach. Look for a 1-2% reply rate, and fine-tune your offer if needed.
Expect Results in 60 Days
We recommend giving any cold email campaign at least 60 days to see tangible results. The first 30 days are all about testing and gathering data—are you targeting the right audience? Is your offer compelling? After that, it’s about adjusting based on what you’ve learned and ramping up your volume.
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