{"id":3960,"date":"2023-07-24T06:31:29","date_gmt":"2023-07-24T06:31:29","guid":{"rendered":"https:\/\/www.klenty.com\/blog\/?p=3960"},"modified":"2024-03-12T08:58:46","modified_gmt":"2024-03-12T08:58:46","slug":"cold-email-vs-cold-call","status":"publish","type":"post","link":"https:\/\/www.klenty.com\/blog\/cold-email-vs-cold-call\/","title":{"rendered":"Cold Calls? Cold Emails? Or… Both?"},"content":{"rendered":"\n

Rumor has it a group of housewives started telemarketing in the 1950s to sell cookies to customers. Close to two decades later, Gary Thurek sent out the first cold email promoting a product for Digital Equipment Corporation. (That feat earned him the title the Father of Spam).<\/em><\/p>\n\n\n\n

Cold calling and cold emailing have been around ever since. Technology has only made them easier. Plus, modern modes of communication haven\u2019t come close to replacing them, given their ease of use and universality.<\/p>\n\n\n\n

But as a salesperson (and one with quarterly goals at that) you can\u2019t do everything, everywhere, all at once. You need<\/em> to pick and choose.<\/p>\n\n\n\n

Naturally, the question remains: Cold email vs. cold call\u2014which holds up better?<\/strong><\/p>\n\n\n\n

Here, we\u2019ll lay out the differences between cold emailing and cold calling, list the pros and cons, and finally tell you which sales outreach mode you should pick.<\/p>\n\n\n\n

Cold Email vs. Cold Call<\/strong><\/h2>\n\n\n\n

What Are Cold Emails?<\/strong><\/h3>\n\n\n\n

Cold emailing is an outreach technique which involves sending emails to potential customers who haven\u2019t yet shown an interest in your product or service<\/strong>. This unsolicited outreach method helps companies improve sales reach. <\/p>\n\n\n\n

In the best of cases, cold emails help you begin a relationship with your customer, not just get their attention. Let\u2019s take a scenario. <\/p>\n\n\n\n

Consider yourself a door-to-door salesperson. You knock on a potential customer\u2019s door. They don\u2019t answer, so you leave a note personally addressed to them with your name, number, and the reason for your visit. That\u2019s cold emailing. It allows customers to feel respected. And if they\u2019re interested, they\u2019ll get back.<\/p>\n\n\n\n

Thinking about doing cold email outreach? Read our guide on how to write a cold email<\/a> to get started.<\/p>\n\n\n\n

What Are the Advantages of Cold Email Outreach?<\/strong><\/h3>\n\n\n\n

Here\u2019s a look at what cold emailing brings to the table.<\/p>\n\n\n\n

1. Allows You To Meet the Customer Where They Are<\/strong><\/h4>\n\n\n\n

The average professional checks their email<\/a> every 37 minutes or 15 times daily<\/strong>. This makes a prospect\u2019s inbox the perfect place to approach them.<\/p>\n\n\n\n

As one product manager puts<\/a> it, \u201cDo not cold call me without an email first. Odds that I’ll call you back are around 0% vs maybe 5% email back.\u201d<\/p>\n\n\n\n

But why?<\/em><\/p>\n\n\n\n

Your prospects are busy. Interrupt them at the wrong time, and they will mentally cross off your company\u2019s name.<\/p>\n\n\n\n

Cold emails are less intrusive<\/strong> than other forms of outreach, given your prospect doesn\u2019t need<\/em> to respond to your outreach efforts instantly. If they want to, chances are they are intent on building a connection with you too.<\/p>\n\n\n\n

2. Easy to Scale<\/strong><\/h4>\n\n\n\n

Cold emails are easy to scale<\/strong>. If you adopt an email engagement tool, automating your sales outreach efforts would mean adjusting the scale of email operations with a single click. Growth gurus like Samuel Thompson<\/a> swear by it (he sent 1.2 million emails through G Suite in 11 days<\/strong>).<\/p>\n\n\n\n

P.S:<\/strong> We don\u2019t recommend scaling your cold email efforts that <\/em>much, especially if you have a low sender reputation and you\u2019re doing outreach manually on the grounds that your email service provider (ESP) may mark you as spam. Instead, warm up your inbox<\/a> and use tactics to boost engagement. Scale gradually when your sender reputation improves.<\/p>\n\n\n\n

3. Low Operation Cost<\/strong><\/h4>\n\n\n\n

One of the most significant benefits of cold emailing is that it doesn\u2019t need much to work<\/strong>. With the internet and a device with an email service, you\u2019ve got everything to start your cold email outreach. <\/p>\n\n\n\n

Unlike cold calls, which require multiple sales development executives (SDRs) to make calls, cold emailing can work even if you give one talented SDR the right cold email tool. Then the overhead costs of salary, insurance etc., fall to near-zero.<\/strong><\/p>\n\n\n\n

What Are the Disadvantages of Cold Email Outreach?<\/strong><\/h3>\n\n\n\n

1. High Competition<\/strong><\/h4>\n\n\n\n

The above benefits aren\u2019t lost on your competitors. You best believe your competition\u2019s email awaits the seat next to you, hoping to be opened. <\/p>\n\n\n\n

You must work twice as hard to get your email noticed<\/strong> enough to warrant a click. That brings us to our next pain point.<\/p>\n\n\n\n

2. Personalizing Emails Is Hard<\/strong><\/h4>\n\n\n\n

More so, when everyone in your prospect\u2019s inbox personalizes the same way<\/strong>.<\/p>\n\n\n\n

Gerry Praysman, Sr. Director of Commercial Growth at Salesloft<\/strong>, saw a flurry of emails with similarly personalized subject lines in his inbox one day and penned a strongly-worded LinkedIn post about it. Long story short, your prospects will recognize if you\u2019re using a personalization template quickly.<\/p>\n\n\n\n

What do you do then? Gerry Praysman urges SDRs<\/a> to put in more effort. \u201cThat\u2019s what people notice,\u201d he adds. If you\u2019re an SDR with an overflowing list of leads, we can hear you go, \u201cbut we don\u2019t have that much time.\u201d<\/em><\/p>\n\n\n\n

Our tip: <\/strong>Don\u2019t put in effort personalizing every email. Instead, personalize based on deal sizes<\/a>. The lower the deal size, the lesser the personalization it needs.<\/p>\n\n\n\n

Deal Size = Price of your plan($) x No. of Seats taken by a Prospect.<\/strong><\/p>\n\n\n\n

3. Can Take Time to Show Results<\/strong><\/h4>\n\n\n\n

\u201cI quit sending cold emails quite a while ago, the payoff relative to the amount of work was way too low,\u201d wrote one salesperson on Reddit<\/a>. Ask around, and many more will agree. <\/p>\n\n\n\n

This isn\u2019t surprising, given your email is landing in a pretty populated inbox. Even if your email tool detects an open, you can\u2019t tell if they actually want to connect with you<\/strong>. And so, knowing whether your cold email did the trick can\u2019t be ascertained quickly. Worst case, you could get stuck with a bloated pipeline for months.<\/p>\n\n\n\n

Pro Tip: <\/strong>Follow up on your unanswered cold emails. Aleksandr Volodarsky, CEO of Lemon.io, suggests this method in a tweet<\/a>: \u201cFollow up every T+2, T+5, and T+7 days. You’ll show you care and receive 40-50% more responses.\u201d<\/p>\n\n\n\n

A word of caution: <\/strong>Following up too often isn\u2019t a good idea to subscribe to either. Especially if the prospect has responded with an unfortunate \u2018not interested\u2019. It can irritate them and lead to marking you as spam.<\/p>\n\n\n\n

4. They Might Never Reach Your Prospects<\/strong><\/h4>\n\n\n\n

The last downside of cold emails is not knowing whether they made it in front of your prospect<\/strong>. The average open rate for cold emails<\/a> rests at 23.9%<\/strong>. This roughly translates to 12 emails opened for every 50 emails sent.<\/p>\n\n\n\n

Further emails always run the risk of detouring to the spam folder. And this just means they never see the light of day. <\/p>\n\n\n\n

Pro Tip: <\/strong>Run your sales emails through a tool like Litmus spam testing<\/a> to ensure the Spam filter doesn\u2019t pick them up. This way, your emails will more likely land in your prospect\u2019s inbox rather than the junk folder.<\/p>\n\n\n\n

What Are Cold Calls?<\/strong><\/h3>\n\n\n\n

This outreach method involves sales reps making unsolicited phone calls to individuals<\/strong> to win their business.<\/p>\n\n\n\n

Truth is people don\u2019t want a phone call interrupting their day. And one from a salesperson pitching a that their business doesn\u2019t need? Not in the least. <\/p>\n\n\n\n

So, what kind of cold calls work?<\/strong> Ones that open up a conversation and convey the intent to be helpful. Belal Batrawy<\/a>, Advisor at Salesfinity<\/strong> says his most successful cold calls \u201calways got the prospect talking earlier in the conversation.\u201d<\/p>\n\n\n\n

If you\u2019re in need of some inspiration, here\u2019s a pro guide on how to cold call<\/a>.<\/p>\n\n\n\n

What Are the Advantages of Cold Calls?<\/strong><\/h3>\n\n\n\n

1. Communicates Directly With The Prospect<\/strong><\/h4>\n\n\n\n

Cold calling is like arriving at your prospect\u2019s door with your message. Interruptive, yes. But if you make a good first impression<\/strong>, your prospect will most likely hear the end of it. Most times that is the start of a new relationship, best case, with a sale in sight.<\/p>\n\n\n\n

We\u2019d even stretch a limb and say cold calls work better especially if you\u2019re reaching out to C-suite Executives. Sales coach Leslie Venetz says<\/a> that it\u2019s probably because most of them are over 50 years old and they used the telephone throughout their careers.<\/p>\n\n\n\n

2. Instant Feedback<\/strong><\/h4>\n\n\n\n

One of the top advantages of cold calling is that you can learn whether you\u2019re on the right track fast enough<\/strong>. And if your calls are ending with a curt \u2018not interested\u2019, you can tweak the cold calling script<\/a>. <\/p>\n\n\n\n

Shalhevet Engleson<\/a>, Social Media and Community Manager at Dealhub and member of Sales Enablement Collective<\/strong>, agrees with this sentiment. \u201c(During a cold call) you also have a lot of flexibility to pivot and change your message when you come up against objections,\u201d she adds.<\/p>\n\n\n\n

What Are the Disadvantages of Cold Calls?<\/strong><\/h3>\n\n\n\n

1. Cold Calling Has a Bad Rep<\/strong><\/h4>\n\n\n\n

Over the years, poorly trained sales reps<\/strong> have earned cold calling a lousy reputation. So much so that in some parts of the world, people install software to block them (we know)<\/em>. Little surprise then that most SDRs don\u2019t get past the ringer. And even those that do get a mere 30 seconds to make their case<\/a>.<\/p>\n\n\n\n

The key here is to become recognizable to your prospects even before you get on the call, according to Donald C Kelly<\/strong>, CEO of the Sales Evangelist<\/strong>. \u201cWhen most people answer a phone call, in their head, they then try to put the caller in 1 of 2 camps\u2026 \u2018someone I know\u2019 or \u2018someone I don’t know\u2019,\u201d he concurs. His tip, find common ground for connection and open your cold call with it.<\/p>\n\n\n\n

For instance, the opener \u2018We both engaged on “ABC’s posts about\u2026\u2019 could generate enough familiarity for prospects to stay on the call.<\/p>\n\n\n\n

2. It is Time Consuming<\/strong><\/h4>\n\n\n\n

The average cold calling success rate<\/a> rests at 2%<\/strong>. This means that for every hundred calls, you can expect two to result in a meeting.<\/p>\n\n\n\n

Now, if your average duration of a cold call<\/a> is about 4 minutes and 50 seconds<\/strong>, you\u2019re making about 100 calls on a given workday. And might we add, that\u2019s without any break. The most you can automate here is data entry or dialing, which will save you a few minutes and help you squeeze in a dozen more calls.<\/p>\n\n\n\n

Compare that to cold emailing, and you\u2019ll quickly realize that you cannot realistically reach out to that many prospects<\/strong>, even on your best day. This leaves you with the only option of hiring someone for the job. <\/p>\n\n\n\n

3. Tech Poses a Threat<\/strong><\/h4>\n\n\n\n

Lastly, technologies like call blocking, spam filters, call ID, etc.,<\/strong> seriously threaten cold calling efforts. Why? Because they use specific algorithms that measure<\/a> the number of calls from a number, and the call duration, among other details<\/strong>, and mark caller IDs as spam.<\/p>\n\n\n\n

As an SDR, you\u2019re most likely focused on reaching out to many prospects and closing calls quickly, putting you at a high risk of being tagged as a spammer. So, forget about converting the prospect; you can\u2019t even talk to them. <\/p>\n\n\n\n

Cold Email vs. Cold Calls: Top Differences & When to Use It<\/strong><\/h2>\n\n\n\n
\"major<\/figure>\n\n\n\n

When Should You Choose Cold Email?<\/strong><\/h2>\n\n\n\n

1. When You Have a Small Sales Team<\/strong><\/h3>\n\n\n\n

Cold email campaigns don\u2019t require a large human resource<\/strong>, given one person can send cold emails at scale with sufficient training and access to cold emailing software<\/a>. Further, in the case of small businesses, referrals, and cold emails<\/strong> offer a much more cost-effective alternative.<\/p>\n\n\n\n

2. When You\u2019re Pitching to Prospects from an ICP that Prefers Emails<\/strong><\/h3>\n\n\n\n

People working at mid-market and enterprise-level companies prefer cold emails<\/strong> to cold calls, given the point of contact employees, gatekeepers, or assistants don\u2019t like interruptions while working. Additionally, companies in retail, tech, business services, and marketing and advertising<\/strong>, among others, are more likely to respond to cold emails.<\/p>\n\n\n\n

3. When You Have Limited Resources Available<\/strong><\/h3>\n\n\n\n

Cold emails have a low overhead cost<\/strong> and don\u2019t require using expensive tech<\/strong> to get started. This makes them ideal for small or growing companies. <\/p>\n\n\n\n

4. When Your Business Goals Don\u2019t Demand Instant Results<\/strong><\/h3>\n\n\n\n

If your sales strategy is focused on building long-term connections with prospects<\/strong>, consider cold emailing. However, this approach takes longer to show results, given your prospects must choose to see your emails for your sales cadence. <\/p>\n\n\n\n

That said, if your prospects show prolonged interest, it is usually a good indication that they are far down the sales pipeline and will convert into a potential customer. Moreover, knowing whether your cold email templates are working will take time.<\/p>\n\n\n\n

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Expert take: <\/strong><\/p>\n\n\n\n

Vengat Krishnaraj<\/a>, co-founder and CEO of sales engagement platform<\/strong> Klenty<\/a>, says email is great for capturing people who are well into the buying journey. \u201cIf I’m already looking for a service and you email me at the right time, I’ll reply to you and I may take the call,\u201d he notes.<\/p>\n\n\n\n

The flip side is, given emails have become so ubiquitous, reply rates have nosedived. \u201cPeople see the email, they may even read the email, but very few people reply to you unless they already have a strong pain point,\u201d he explains.<\/p>\n<\/div><\/div>\n\n\n\n

<\/p>\n\n\n\n

When Should You Choose Cold Calling?<\/strong><\/h2>\n\n\n\n

1. When You Have a Larger Sales Team<\/strong><\/h3>\n\n\n\n

Cold calling requires salespeople to make sales calls. And since one person can\u2019t have two conversations, and automating them takes away the human element, a substantial sales team is a must <\/strong>for cold calling. Of course, the size of your team will depend on your budget and goals.<\/p>\n\n\n\n

2. When You\u2019re Pitching to Prospects from an ICP that Prefers Calls<\/strong><\/h3>\n\n\n\n

If you\u2019re a company in the fintech, legal, business services, or education space<\/strong>, your prospects might more likely prefer cold calls to emails. Moreso, if they are small business owners, given they have the time to receive a call.<\/p>\n\n\n\n

Additionally, research from RAIN group<\/a> suggests that 57% of C-Suite and VP buyers across industries would much rather get on call.<\/strong> The reason is twofold. These prospects are more comfortable over the phone and less intimidated by sales calls.<\/p>\n\n\n\n

3. When You Have a Higher Company Budget<\/strong><\/h3>\n\n\n\n

Cold calling requires resources such as phones, SDRs, etc<\/strong>. And so, it becomes ideal for medium to large companies<\/strong> with a budget to accommodate these.<\/p>\n\n\n\n

4. When Your Business Goals Demand Instant Results From Outreach<\/strong><\/h3>\n\n\n\n

If your sales strategy involves quickly building a relationship with the prospect<\/strong>, consider cold calling. After all, this outreach method allows you to talk directly to the prospect and understand their jobs, pain points and goals, giving you insights into what they would value in a product. This could help you tailor your pitch and sell your product subsequently. <\/p>\n\n\n\n

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Expert take: <\/strong><\/p>\n\n\n\n

Compared to cold emails, Vengat Krishnaraj<\/strong> says cold calls can work for buyers who are on the fence. \u201cCalling captures the lack of urgency. For on the fence people, people who may potentially buy, people who feel like, \u2018I may need this, but my pain is not so much that I’m willing to book a time with you for a call.\u2019  So it usually captures people with slightly lesser intent,\u201d he explains.<\/p>\n<\/div><\/div>\n\n\n\n

<\/p>\n\n\n\n

When Can You Choose Both? <\/strong><\/h2>\n\n\n\n

We\u2019d say choose both if you have the resources for them. Why? Here\u2019s what experts say.<\/p>\n\n\n\n

1. You Don\u2019t Know Which Channel Your Prospect Prefers<\/strong><\/h3>\n\n\n\n

Every prospect is different, even if they belong to the same ICP. If one prefers talking, given they are more extroverted, another might prefer a cold email, given it is convenient. And as an SDR who doesn\u2019t know your customer\u2019s individual preferences, prioritizing one outreach effort over another is akin to leaving meat on the bone.<\/p>\n\n\n\n

Dan Drucker<\/a>, Vice President of National Sales and Marketing at Canon<\/strong>, subscribes to the use of all tools until you find one that works framework. Why? \u201c(Because) you don’t know what the person on the receiving end prefers,\u201d he says.<\/p>\n\n\n\n

Meanwhile, others like Maria Bross,<\/a> Director of Sales Enablement at Revenue.io, believe in maximizing their chances of a response by focusing on reach. \u201cYour voicemail directing your prospect to your subject line helps with opens. The email you sent prior to getting a prospect on the phone helps you get a few more seconds than you normally would have sans email,\u201d she says.<\/p>\n\n\n\n

2. Focus on the Message, not the Medium<\/strong><\/h3>\n\n\n\n

Jen Allen-Knuth<\/a>, who leads Community Growth at Lavender<\/strong>, believes SDRs harping on whether to reach out to prospects via cold call or cold emails are focusing on the wrong issue. To convert a prospect on any medium, they should be focusing on reaching out at the right time and starting a relevant conversation<\/strong>. \u201cI stand for sellers being crystal clear on why they are reaching out to a buyer and why now,\u201d she adds.<\/p>\n\n\n\n

3. Play to Your Strengths<\/strong><\/h3>\n\n\n\n

SDRs on the field however, share different opinions. Many agree that the best prospecting method in their experience is the one they have a natural flair for. As Scott<\/a> puts it, \u201cAt the end of the day, it is a strategic choice. I am better at cold emailing than I am at cold calling. I’m not going to tell someone else that they need to solely focus on cold email. If you’re great on the phone, go for it.\u201d<\/p>\n\n\n\n

Final Thoughts<\/strong><\/h2>\n\n\n\n

Cold calling and cold emailing offer their share of merits and demerits. So, it ultimately comes down to what suits your sales process, target audience and business goals best. Choosing between the two means missing out on viable outreach opportunities.<\/p>\n\n\n\n

As discussed above, sales teams can combine both to drive sales outreach. So, before you bring the gavel down, it’s best to take a second look at your sales goals. Can you do without cold calling? Can you do without cold emailing? If you don\u2019t have a definite answer to these two questions, it\u2019s time to mix it up and build an outreach strategy with both.<\/p>\n\n\n\n

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Resources You’ll Love <\/strong><\/h2>\n\n\n\n