What is Cold Email outreach ?

Trying to reach out to potential customers that do not know you or your business?

Cold email outreach is to send a personalized email message to kickstart a conversation and establish a relationship with prospective customers the organization or the sender has had previous contact.

In content marketing, ‘cold email outreach’ is typically used as a promotional attempt to advertise the business, or form collaboration with potential partners. The design of the outreach and the ultimate goal is aimed at gaining a benefit in terms of sales, opportunities or from new contacts with whom the business has had no prior relationship or connection.

Is Cold email outreach the same as Email marketing?

It is easy to confuse cold email outreach with email marketing. Both are powerful, tested approaches, but have very different outcomes. The former is a very effective strategy for reaching new prospects and closing deals, the latter is to send targeted emails to a subscriber list that have opted to receive these emails. The goal is to build a lasting relationship with the customers or subscribers in this case, by providing them with value at regular intervals. In the case of email marketing, the relationship between the business and the receiver is very different from that of cold email outreach. Businesses use email marketing mostly for their inbound sales efforts.

Cold Email
Email Marketing
Establish initial contact products, services, offerings etc.
to generate a Lead
Nurture existing relationship and share
Personalize content to strategic marketing efforts.
Promote business
Generic language to drive sales through
High volume of emails with multiple follow ups
Depends on marketing goal
Email deliverability rates, open rates, response rates,
and click-through rates.
Revenue generated

Advantages of using a tool for email outreach?

Reach your entire prospect list at once and create outreach campaigns that include automated follow-ups.
Personalize your email with recipient-specific links
Pause sequences triggered by prospect actions such as a reply or unsubscribe.


When do you need to use cold email outreach?

Cold email outreach can be done through email marketing, LinkedIn outreach, and cold calling for :

  • Lead generation
  • List building
  • Networking
  • Recruitment etc.


How to plan a cold email outreach?

A Cold email strategy is one of the hardest to execute well. Feedback is not received in real-time making it harder to update the approach. However, if done correctly, cold emailing can yield positive results. Here is a short blueprint on how to build an emailing strategy:

What product or service is offered?

  • Who would be interested – define Ideal Customer Profile (ICP) and Buyer Personas.
  • When is the perfect moment for reaching out to your prospects?
  • How many follow-up emails & in what sequence?


Why use a tool for cold email outreach?

A tool is required to keep track of every prospect and to measure the effectiveness of the outreach campaign (open, response, click-through rates, etc.). A cold email tool helps to streamline every aspect of the cold email process, from personalization to follow-ups to reporting. The tool allows users to send multiple emails at a scale larger than regular email clients. In addition, these tools utilize sophisticated verification techniques to ensure emails are sent correctly and offer a way to send customizable emails to fuel outbound sales efforts.


Functionalities in a cold email tool?

There are basically four features required in any of the email software tool:

  • Validate email addresses
  • Allow personalized emails
  • Automations for drip campaigns
  • Set up scheduled deliveries


Can Mailshake be used as a cold email outreach tool?

Mailshake is a sales engagement platform that allows marketing teams to create campaigns, and pipelines to nurture and convert prospects to qualified Leads. When directly integrated with a robust CRM like ZOHO, the prospecting initiated by SEOs or the Marketing team via outreach campaigns.and the successful engagements returned can be synced as Leads in real time in ZOHO CRM for the Sales professionals working on ZOHO CRM.

Now use Mailshake Connect for ZOHO CRM to connect your ZOHO CRM with Mailshake and track all cold outreach campaigns right from within ZOHO CRM. For more info, see user guide for Mailshake connect