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What is cold email outreach?

by | Aug 1, 2022 | Web Marketing


Cold email outreach is a digital strategy that aims to reach new prospects through an email awareness campaign. The term “cold email” is used in this case, as there has never been any exchange between the company and the recipients prior to the first message. This method proves effective for companies that focus the majority of their marketing strategies on digital. What’s more, it’s far less intrusive than phone calls.

How to create a cold email outreach campaign?

Creating an impactful cold email outreach campaign involves the following steps.

1- Define the profile of your target audience

It’s important to choose targets that are genuinely likely to be interested in your services or products, to attract the maximum number of prospects. To do this, it’s advisable to draw up a typical profile of the people, organizations or companies who could be convinced of the usefulness and necessity of the offers you propose. One of the best ways to do this is to use your company’s market research as a starting point.

2- Build an email list

Once you’ve defined the profile of your prospects, you’ll need to compile a list of emails from people and companies that match your profile. To find this information, we recommend using social networks such as LinkedIn or Twitter, while buying files is strongly discouraged.

3- Write an email sequence and send it

The next step is to write the email you’re going to send to your prospects. Here are a few tips for writing an impactful message:

  • Use special characters or even emojis in the subject line to make your email stand out from other mail in the customer’s inbox.
  • Be clear and concise, so that the recipient can get a clear idea of what you’re proposing in less than 15 seconds. Otherwise, you risk losing his attention.
  • Use images and graphics to help prospects understand more quickly.
  • Offer only one service or product at a time.

Then all you have to do is send the emails. If you don’t receive a response, you can repeat the sensitization process a maximum of 3 or 4 times.

4- Analyze results

Last but not least, you need to regularly analyze the results generated by your campaign, such as email open rates and conversion rates. In this way, you can make any necessary adjustments to the message or emails to optimize the effectiveness of the awareness campaign. And don’t forget to manage replies to letters.


Cold email outreach is an interesting and effective strategy for targeting a large number of prospects at once, and at low cost. Nevertheless, certain techniques, which can be complex, must be applied to obtain the best results. That’s why it’s important to entrust the management of your campaign to qualified professionals who are experts in the field.

About the author

Cédric Pharand – Co-founder of Web Tonic and travel enthusiast

A seasoned traveler with over 120 flights to his credit, Cédric created his first incorporated company at the age of 19, which he sold a few years later in a bid to work around the world (laptop lifestyle 😉 ). When he’s not talking about himself in the third person, you’ll find Cedric in a café a little too hipster, refreshing his Google Ads dashboard far too often.

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