What is cold email outreach? Is it a necessary technique or a spammy annoyance? And how do you even do it? Let's talk about the ins and outs of cold outreach emails. Are they really as icy as people think? Not if you do it right... 

So let's find out!

SOME EPISODE HIGHLIGHTS: 

(0:23) Join our FREE Facebook Group. 

(4:28) Check out our sponsor ZeroBounce. 

(6:17) A chilly introduction - what is cold email outreach?

(7:55) Is cold email outreach the same as spam?

(8:54) Why cold email outreach isn't as 'frosty' as you think.

(11:29) Why do cold emails sometimes feel sleazy?

(13:43) Cold outreach done wrong.

(16:08) Using social proof in your cold outreach emails. 

(17:44) What's the difference between inbound marketing and cold outreach? 

(19:38) Running cold outreach to a lead magnet.

(23:51) Subject line of the week.

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A chilly introduction - what is cold email outreach? 

A lot of people ask us about cold email outreach. And the truth is that this technique isn't really email marketing. With cold outreach, people aren't joining your list - you're emailing them out of the blue (i.e. cold). It's a type of prospecting and email lead generation. It’s about finding people you want to work with or who will buy from you.

We believe that this practice only fits a certain type of business – certainly, we wouldn’t use cold outreach to try and sell a $37 course about how to send daily emails! However, we would use it (and have used it) for something specific - like being invited to speak on a podcast.

Is cold email outreach the same as spam?

Spam refers to unsolicited emails sent out by some sort of automation programme to people who were not expecting or wanted your email. And to be fair, the practice of cold outreach seems to fit all those parameters! Because effectively, you're taking a bunch of people, dropping them into some sort of automation system (doing it manually sounds like a lot of work and effort), and then sending them a series of emails (let's say 3-7) that they weren't expecting.

And to make matters worse, there's probably no 'unsubscribe' link at the bottom because this isn't an email list they joined. If people aren’t interested in what you have to sell, you simply ask them to hit reply and let you know so you can take them out of the automation. So that's how cold email outreach works.

Why cold email outreach isn't as 'frosty' as you think 

Despite all this, cold outreach isn’t as big of a problem as you may think. It doesn’t have to be as 'frosty' as receiving a DM from someone offering help with something that’s completely irrelevant to you!

And while we’re not cold email outreach experts, we have used this technique in a specific way in order to get booked on podcasts and do training in other people’s communities. Otherwise, we use referral introductions and our network of friends and contacts we've made from being part of various groups and masterminds. 

It's also worth pointing out that, when we do cold outreach, we don't use our existing email marketing platform - we use a specific cold outreach email automation tool. Why? Because email marketing platforms are opt-in systems. That means that if you start loading a bunch of email addresses and send emails to people out of the blue, you'll definitely hurt your own email deliverability. So we use a specialist outreach tool and then ask people to opt into our list.

Effectively, we think of outreach as another ads channel – it’s the same methodology as running Facebook or YouTube ads, for example. It's just a different type of ad that lands in people’s email inboxes. And if people want more information, then they can take a step into our world and opt-in to receive our email marketing.

Why do cold emails sometimes feel sleazy? 

The reason why a lot of cold outreach sucks is that it’s devoid of any personality – it’s robotic and sounds like ChatGPT! So whenever we do cold outreach, we drip it in personality. Even if what we’re talking about is of no interest to the person we're reaching out to, we still want to elicit replies and give people emotional value. We want to get some sort of reaction – whether that’s to say we’re fun, crazy, or even a bit extra! We are ourselves “plus 5” in those emails - amped up. And that's because we want to grab people’s attention and make our audience feel like they can’t ignore us.

And yes, we do get a handful of complaints. But that’s still good because it means our emails are so full of personality that it's only natural some people won't like them. If everyone liked us or felt indifferent to our content, it'd mean our emails are too bland and don't have enough personality. Not everyone likes our style, and if people are offended by it, that's okay - people are offended for different reasons. 

Cold outreach done wrong

So why is the cold outreach most people send out terrible? Because it uses personalisation in the wrong way. If you’re sending someone an email to say you liked their latest piece of content (and you simply copy and paste the title of that piece of content) most of the time, the email will just come across as bland and uninteresting.

In our podcast outreach emails, we're quite far into the emails before we talk about the topic we teach. And that's because we want a whole chunk of the email opening to be about getting people to pay attention and care.

A lot of outreach emails feel sleazy because they’re not talking about the person or their interests. In our emails, we’re very tongue-in-cheek about it. We're quite open about the fact that what we're sending is blatantly an outreach email. And we know the person on the receiving end knows that too! So just by talking about it in our email, we make it a lot more genuine.

We always talk about selling through honesty, and so we’re honest about the fact we feel terrible reaching out in this way. But we’re doing it anyway because we really want to ask something of this person. If a cold outreach email feels sleazy is because it's disingenuous. 

Using social proof in your cold outreach emails

The job of a genuine outreach email isn't to tell people how excellent you are and how much experience you have. Because everyone does that! No one would purposefully turn up in someone’s inbox and tell them they’re terrible at what they do, right? So the only way you can stand out is through personality.

And with regards to using social proof, make sure you only do that when you have the person’s attention. Think about an email sales campaign or a sales page – social proof comes way down the line. So if you start a cold outreach email with social proof, people don’t care!

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What’s the difference between inbound marketing and cold outreach?

As we said earlier, cold outreach is prospecting. You’re reaching out to someone because you’ve identified them as a person who might find what you teach valuable, useful, and insightful. Something that helps their growth. But it’s still cold prospecting. So it’s great for things like getting booked on podcasts, stages, or events.

Email marketing, on the other hand, is conversion. It’s the next stage from the initial prospecting. So depending on what you sell, you’re going to want to have them both. If you sell a $37 eBook, doing outreach is probably going to be a waste of your time. But if you currently have a business model that’s entirely outreach-driven, then you’d be missing a trick if you stopped doing it. If your clients have an average lifetime value of thousands of dollars, it's a technique worth testing out. 

Running cold outreach to a lead magnet 

You can also build a permission-based list where you have content you put out on the Internet or ads that drive people to a lead magnet and get them to opt into your email list. This is cold outreach to a lead magnet. So you get a list of prospects, you send them a cold outreach sequence of 4 or 5 emails, and let them know that the emails are going to stop unless people tell you they’re interested in hearing more.

If they don’t, you don't get back in touch with them. But if they opt into your lead magnet and move onto your email list, then you start sending them emails through your email marketing platform. And then you turn those people into customers.

So you could have a business model where you use cold outreach to attract people into your world by offering a free resource that helps with something they're struggling with, and then you use email marketing as a conversion mechanism. If you don’t do this already, test it out and let us know how it goes! 

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Subject line of the week

This week’s subject line is “STOP it with the passive income.” This email was about the fact that having a course or a membership isn’t really passive income, as such. The reason why the subject line works is that, first of all, it has “STOP” in it, and the subconscious response it elicits in people is for them to stop scrolling and pay attention – it’s an embedded command.

But the idea is also a contradiction to what most people think. Why would they stop doing passive income, which is something that's really sought after and a lot of people want to do? So the subject line drives curiosity. Check it out!

Useful Episode Resources

Related episodes

How To Book Top Podcast Guests With Email – Outreach Done Right With James Carbary.

How To Get Results From Your Email Outreach – Warming Up With Jason Bay.

Little Tricks to Write Better Emails That Aren’t Boring.

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Unknown 0:27

Hey, it's Rob and Kennedy.

Unknown 0:29

Hi there. Today on the Email Marketing Show, we're talking about cold outreach emails. or

Unknown 0:36

sound effects that it does his own choreography. For the whole sort of brewery dance move, I was looking at a little document rather than a year so I didn't if you did like a little if you like this kind of crap and you would like more of it, we recommend that you come and hang out in our free Facebook group. It's called the email marketing tool community. It's a free Facebook group we created to allow people to like talk around the topics that we start conversations about on this podcast, so you can ask questions about how this applies to you and but my business is different because I know your business is different and how do I how do I deal with this? So all you have to do to join is go over to Facebook and search for the Email Marketing Show community and that group will pop right up you can go ahead and request to join and that's we've blocked you and then it won't turn up. But then you wouldn't have so they go and go to Facebook such the Email Marketing Show community join and if you don't like this kind of crap, I recommend that you don't

Unknown 1:18

very to the point well, you're a bit of a mood. He prefers clothes that don't really need ironing. It's comedy hypnotist got a temple.

Unknown 1:25

He has a cookie with his face on it it's psychological mind reader Kennedy

Unknown 1:34

gonna say You look lovely in that lifeless shirt and shorts go patient I wish he would sit down and move the camera up.

Unknown 1:40

I think when I say when we say don't really need I think that's because all clothes actually I have some good say not if that's not quite true. Is that it's not as giant as other things. Like some glue. It's like you take them out and they look like they've been solid for five years and some clothes come out. They're just a bit crazy. But just iron in these creases need to go by in the fashion I'm working on

Unknown 2:07

I cheated a bit with my fat because we both actually have a cookie with our faces on thanks to our friends Andrew and Pete No, I don't. Well, you don't that's because you ate your own face. I mean, he used to have a background on your phone of your own face and who also eats cookies of his own face.

Unknown 2:23

Yeah, you haven't you haven't got yours either, actually, cuz you've left it in my car three times. The job is long coded.

Unknown 2:29

Jesus, I probably left it in your car again. Yeah. Excellent. Excellent. Just to explain. The lovely Andrew and Pete had us speak at their atomic con event for the second year running and great event by the way. And they always take really great care of the speakers. I think it's probably one of the best speaker experiences I've probably ever had. And it's awesome, crazy gift that we get. And this year, they took a photo of each of us and they got some amazing artists to make it into a cookie. Now, the only problem I have with it if I'm gonna have a problem with this lovely gift, which you said is delicious. You have it in your own face is the photo they chose. I don't know how they got a photo of me. That looks like I'm sitting on the toilet. It's just my face but it looks like I'm straining. It's it's not that good look on the flattering photos

Unknown 3:12

of me but they've done it's very modern. They've made a cookie of what you'll look like after you've eaten the cookie.

Unknown 3:17

Yes, I do look extra chunky. And give me my after picture. Anyway. Hello Well every week on the show. We we show you how to make more sales and earn more money from your email subscribers. We talk about email marketing strategies, psychology tactics, and share what's working right now to make more sales online making you the email marketing heroes of your business. Get a brand new episode, every email marketing Wednesday, so make sure you hit the subscribe button on your podcast player so you don't wanna miss a day in.

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In fact, we'd love to find out what episode you are listening to and enjoying. So take a little selfie. Stick it on Instagram tag us at Robert Kennedy or take a screenshot of the podcast player open on your phone right now with this episode playing. Let us know what you think of the show. And we would love to see I'd love to see that and re re Instagram it to our Instagram Stories. Yeah,

Unknown 4:01

we'd love it. Your job as a person doing email marketing for your business is to convert as many people on your email list into customers but it's literally impossible to do that if your emails are not actually getting delivered into the inbox.

Unknown 4:13

And we can't take this delivery thing for granted. We do have to do some work on it. We can't put all of the responsibility for that on our email marketing platform like jumping from one platform to the next hoping that you're gonna get better delivery. You have to take some of the responsibility here. And it's all

Unknown 4:25

comes down to the data quality, the quality of the data that you've got in your email platform. That's what is the difference between the emails landing in the email inbox and just not at all.

Unknown 4:35

In fact, zero bounce in that email list of decay report sounds exciting found that almost 23% of the average email list goes bad every year that's almost a quarter of the average email list actually goes rotten just while you're sat sending emails and hoping for the best. In fact

Unknown 4:49

Unknown 6:06

Unknown 7:43

Yeah. And I think one of the things that you'll all receive those cold DMS Hey, Rob, I can help you with your insert random thing that's mildly relevant ish and a right angle or sometimes irrelevant. It's it doesn't have to be as frosty as that and the real trick we found So full disclosure. While we are not cold email outreach experts, we have done cold email outreach and we've done it in one specific way. And for one specific reason, and that is to get booked on podcasts, right, or to get booked to do training in other people's communities. That's when we tend to cold outreach. Otherwise, we use sort of referral introductions and our network and saying, Hey, I'd really like to do a training for this group. It's gonna be no anybody so the networking element of being in some pretty exclusive groups and masterminds and, and having friends have now made some friends in this space definitely helps with that. But initially, to get booked on some of these big podcasts, we did cold outreach, and we use a specific cold outreach, email automation tools. We didn't use our normal email automation. So if you're using keep like also if you're using Active Campaign or ConvertKit or whichever platform you happen to be using high level, something like that. You're not going to use that for cold outreach. I'm gonna go and scrape LinkedIn for a whole bunch I'll scrape the internet for a whole bunch of emails and then dump it into your MailChimp account and then go jolly about hey, he heard me you want to do this because those email platforms are gonna get pretty grumpy with you very quickly and Banu. rightly so because these systems are opt in systems. What we're going to do is use a specialist outreach tool, which only does the cold outreach stuff, and then of move people to opt in. That's how it works. The whole point of most outreach is to then get people to say, Yes, I'm interested, and then opt in, I think of cold outreach as literally another ads channel. It's the same methodology as running a Facebook ad running a YouTube ad running display ads. It's a way of going, Hey, here's an ad but it happens to be in that email inbox. Do you want more information do you want to take the step into our world so we can now do email marketing? The reason most of it fucking sucks and is terrible and is annoying is because it is devoid of any personality. It is a robotic, it sounds like chat GPT for me, I said it chat, chit chat GPT one wrote it, you know, it is awful. It for your attention. It's horrible. So when we have done cold outreach, we make sure we are dripping in personality. We want to have it so that and please do it. So that even if the thing is of no interest to the person whatsoever, the replies we want it to elicit and then got we're, oh my god, I'm not interested. But that's the best email I've received today. Not the best cold outreach email I've ever received the best email I've received today. That's what we're looking for so that they get emotional value from the email. That was fun. You guys are crazy. And the way we do that is just by being a bit extra. By even more extra than we are really we're a bit crazy and a bit mad. Were like us plus five in in those emails because it grabs more attention unless people go alright, I can't not ignore this. We get so few complaints from that we get lots of yeses from it. And we get people saying no, but in the nicest way possible rather than face off. I hear Yeah.

Yeah, we got handful of complaints. I think that's where you know that the thing is resonating somewhere like it's having some impact so full of our personalities. Some people don't like it. And actually if it's not if if everyone is indifferent about it, or everyone everyone likes it, it's sort of it hasn't got enough personality in it because not everybody likes everybody doesn't really have to be fun and quirky and off the wall. You might be really boring and I don't like boring people and I don't want your boring outreach. So that's going to offend me. So like people can be offended for different reasons.

really nerdy and technical, if that's what you sell, and again, that will be like What are you talking about? Leave me alone.

The outreach stuff that we sort of probably get the most from other people is terrible. You know, hello, I love the email marketing. I love I love your podcast. I love that you're putting out I particularly like the last episode and this is how you do personalization wrong by the way. I particularly like the last episode where you talking about you know how to stuffed chickens. With some emails.

Like what you talked about the seven big reason they've copied the title, the title,

titles and everything. So I'd like to introduce you to Marisa knockin Knickerbocker and she's an expert in something or other and I think you should really like it. She's an expert in blocking her knickers. Like it's just a random warble that she for the last 20 years has been a marketeer with a degree of like it's just bland and uninteresting. I think we have in our podcast outreach emails, we're quite far into the emails before we talk about like, the fact that what we talked about and all that stuff that the whole chunk of the opening is just about getting people to sit and pay attention and really care.

I started laundry is one of the reasons that these emails feel so sleazy is because they're not they're not really talking about them and their interests and they're not doing it in a way that sort of. So one of the things I like that we do in our outreach email, and we can't share it because obviously we weren't using the same style, then it just won't work but we can't share verbatim but we are very tongue in cheek about it. Were very like, you know, this is outreach email. We know it's an outreach email. Let's all just deal with that. This is an outreach email. It's cool. Like we're very tongue in cheek we're very quite meta about it. And and we're sort of like going hey, we heard that people who do this are really handsome and we want to be as handsome as as the people who you have liked. We're very, we know that you know, and you know that we know. So let's all just deal with it. Let's all go together. Yeah, exactly. That's all that's all together. And that's and that's so much more genuine. Like if we often talk about selling through honesty, and that's all this is, hey, this is a really terrible outreach email. I feel terrible writing this, but the truth is, we really want this from you. How about it, you hate receiving this? I'm going to keep it short. The reason that feels sleazy because I disingenuous,

and the personality is what's going to make this work actually over what you say that the purpose the purpose of the email is just to go hey, this is a thing are you interested but the thing is going to really make it stand out because the truth is everyone turns up in somebody's inbox and says, I'm excellent. I've done this for a long time. I've won loads of awards. I've got lots of clients. Like if you just go on what you've got, you've got nothing to stand out with because nobody turns up and here's a way you could do it. But nobody turns up in the inbox with an outreach email that goes Hello. Would you like a roof that falls off your I'm a roofer and I'm currently looking for new clients and I'm not very good but I'm practising if you'd like me to practice on yours and pay loads and you pay me loads of money for it, then just hit reply to this email. Nobody's doing that. Everyone's kind of going on that Best Roofer in the world. You're gonna love it, you definitely want to see what I've got, because that's the that's the point. Right? So again, if you if you don't, because everyone's saying that great, and they've got loads of clients and loads of successes and all the rest of it. That means the only way you can stand out is through personality. And again, one way you could do that is by finding a way of writing an email that says I'm not very good at this, but I'd like to, I'd like you to hire me anyway.

Yeah. And I think that's a smashing point about the fact that people generally these outreach emails will talk about their social proof and actual fact, you haven't even got their attention yet. That's web think about in an email campaign or a sales campaign or a sales page. How far down that campaign. Social proof comes in, weighed out yet, in most people's cold outreach email, it's in there in email. Number one, here's what I've done. Here's the kind of clients I've helped. They don't care yet. They don't care. Yeah. So let's talk about that real void between inbound marketing versus this cold outreach, because, yes, we use cold outreach. And basically, cold outreach is prospecting and saying, Hey, I've identified you as a person who might find this thing valuable, useful, insightful and help your growth and I supply that kind of thing. That's what you do. It's cold prospecting. So it's great for things like getting on podcasts or getting guest blogging slots, and that kind of thing, getting on stages and events, that kind of thing. That's where cold outreach is. It's prospecting, whereas email marketing is a different thing. Email marketing is conversion. It's the next stage. It's the stage after they've gone. Oh, yeah, maybe from that prospecting whether that prospecting was an ad or an opt in or a webinar or a challenge. Cold outreach fits the same slot as those things. Email marketing is the conversion piece.

Yeah. And they live in different places in your business in a dream? Well, I think you probably want to have both like it's probably there probably is room again, it's going to depend on what you sell. If you sell a $37 ebook, it's not really worth doing the outreach. But But I think one of the things if people currently have a business that is entirely outreach driven, in other words, my business model is I find a list of prospective clients. I get in touch with them via this cold outreach thing. And then if they if they close, great, and if they don't, well, nevermind, on to the next one. I think it would be up to the word remissive You're missing, you're missing out if you don't also have something where it's permission based somebody coming up are you looking for that was Duft daft, definitely be daft? It'd be a daft if he didn't do it. And so we've often done it in the past is to talk to but again, businesses where it primary primarily their clients come from, you know, they've got maybe clients who have an average lifetime value of 1000s of dollars, and therefore the average thing is sort of worth it. And we would go we'll also have something over there where you're building a permission based list. So have content you put out on the internet or ads that drive people to a lead magnet and get into opt in or shock horror. You can do your cold outreach to a lead magnet. So we did this recently. We've put this into our into our business, also a few clients, businesses to where somebody will get that list of prospects. They will know that if I'm going to do cold outreach, I've probably got a sequence of four or five emails, I could send somebody before I really need to start winding that down and say, Hey, listen, I'm gonna leave you alone now. But here's one final chance. And at the end of that you still lost that person, but you also can't easily get in touch with them again, because by the time you get to the end of that sequence, and you go, Hey, listen, this the last time I'm going to bother you, but if you're interested, let me know. You now can't really ever go back to that person or not, at least not for a long time, that contact sort of burnt. Whereas if the entire purpose is to is to do this, either. The entire purpose of your cold outreach is to get them to opt in for lead magnet, or the last ditch attempt of your outreach is to get them to opt into a lead magnet. Now you've got them on your email list and now you can start to email them through your email engine or whatever sequences you've got into in place to turn those those people into customers to book a call with you or wherever it's gonna be. And so that's quite a nice place to be. You can literally make the entire and we've done this a few times with a few clients. Like I said, you can either make your entire focus of your outreach come and join my list, get this lead magnet so Hey, name, all your free personality stuff. But basically the email would basically say I noticed that you are in x position, I've got a really cool free resource for people just like you which will help you to why go and opt in here and the minute they opt in, you have some little automation so to remove them from the cold outreach software or mark them as a marketing as a lead now, and now that's actually a really useful use of your cold outreach because a it's a very soft call to action. They don't even need to reply if they don't want to. They don't ever have to engage in a conversation.

It's way low risk. It's way less risk weight loss with low risk, it's with real risk. That's always that's how we say where I'm from. Yeah, it's way less risky, isn't it? It's less engagement. It's

like, it's easier. It's faster. Yeah, feels less anonymous, even though it's not like it feels like I'm just gonna sort of do this you probably won't even notice because you have 1000s of people opting in for this thing. And so that's one option or you can do a regular cold outreach campaign, which is all about hit reply and book a call, hit reply and book a call, hit reply and book a call today, or the last day or two, it could literally just be Hey, listen, I know if you haven't replied, I'm gonna leave you alone. But I do know you're struggling with x and you're trying to fix y. So I've put together this free resource come and hang out. You'll get on my email list too.

I guess you could do a combo you could have like all of the emails be like, Hey, I'd love to chat you about to about chat you about chatting about and then you can have like a PS PS. I've also got this free resource. You can click here so like you've got the main thing you want them to do. And then you have the PS and then you could just maybe switch the focus of the last couple of emails to be more about the the lead magnet I guess.

This is purely conjecture, but you might even find that doing it that way. Having this sort of hybrid approach even drives up the results of the cold outreach because if you've got say six emails in a sequence, and you're driving somebody to book a call, book a call, but your PS or hit reply, but your PS is gonna get this lead magnet you might find on day two, someone goes and opts into the lead magnet. And as they start to go through your stuff a bit more by day five, they're a bit more willing to book a call. Might not but it's worth testing.

It's definitely worth testing. I love it. I love it. This has been a really nice conversation. I hope you've all I hope you've all enjoyed it. I really do. Let us know do hit us up on the socials. We're trying to be better over on Instagram. So at Rob and Kennedy love to hear what you thought of today's discussion. And if you're not already a member come and hang out in the Email Marketing Show community and let's chat cold outreach. Have you received some good cold outreach? Have you sent any cold? Are you nervous? Are you thinking? I don't know if cold outreach would work in my business, start a new discussion, start a new conversation and post in the Email Marketing Show community that's why we created it. That's why we're hanging out there all day every day. It's completely free. So definitely go over to Facebook and search for the Email Marketing Show committee and that's what's going on there. But before we go would definitely want to hear this week's subject line of the week subject line of the week. What have you got

so this is stop in capital letters, stop in uppercase it with the passive income stop it with the passive income, big capital letters. And basically the email was about the fact that passive income is not a bit of a myth in most circumstances like having a membership or a course or something is not passive income. But the point of the subject line and the reason why it works I think is to do with the fact that it's a well first of all, it quite literally stops the scroll because it's got the word stopping uppercase at the start the subject line so as people are flicking down the subconscious responses is to stop however, because I can embedded command but it's also because it's like a weird just a weird contradiction to what people think. So like why would you stop it with the and then really good thing that everybody thinks they want? People be like, Why should I Why should I stop it with that? That's what everybody wants?

I love it. That's this week's subject line of the week subject line of the week. A huge thank you for listening to the show this week. Really appreciate it. We're back every email marketing Wednesday with a brand new episodes do make sure you hit subscribe on your podcast player to make sure that next week's episode automatically downloads to your podcast player. We will see you next your marketing Wednesday.