How I Generated Over $20 Million in New Business Using Cold Email Outreach

How I Generated Over $20 Million in New Business Using Cold Email Outreach

I was able to build Blue Fountain Media to what it is today by using a variety of sales and marketing tactics, but one of the most significant ones was cold email outreach. In the first year of operation, I only generated $100,000 of new business through cold emailing, but I was able to increase my sales over time by honing and improving my outreach approach. Remember, all of us receive more emails than we can possibly read, and cold emails in particular are seen as intrusive if they don't contain a personal and valuable message. When executed correctly, however, cold email outreach can be a great way to generate leads. We at Company X do great work. Emailing someone "Hi! Including this information in your signature builds trust and makes it easy for the recipient to get in touch or learn more about your company. Best, Name Email Phone number Company name Company website Let's take a look at what this email does right: It demonstrates that the sender stays on top of trends. We all know that regardless of the vertical we're in, it takes time to close new sales. A successful cold email outreach strategy takes time to develop, but when it's done right it's one of the most cost-effective ways to generate quality leads and close new business.

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How I Generated Over $20 Million in New Business Using Cold Email Outreach

For most companies, the chief business objective is to generate leads that will increase overall sales. When it comes to lead generation, a company’s options are pretty much limitless. From SEO and paid search to social media and content marketing, there are dozens of different approaches to choose from. The problem is that lead generation can be very expensive, and many marketing tactics are out of reach to businesses operating on tight budgets. We’re often led to believe that it takes big money to achieve big results, so it might surprise you to learn that it’s possible to generate new business through one incredibly simple and cost-effective approach: cold emailing.

Fifteen years ago, I started a digital agency out of my apartment. Today that digital agency, Blue Fountain Media, has over 250 employees and serves hundreds of clients globally. I was able to build Blue Fountain Media to what it is today by using a variety of sales and marketing tactics, but one of the most significant ones was cold email outreach. In the first year of operation, I only generated $100,000 of new business through cold emailing, but I was able to increase my sales over time by honing and improving my outreach approach. In the past three years alone, we generated over $20 million of new business at Blue Fountain Media through cold email outreach.

As I’m sure you know, nothing worth having comes easily. Success at any pursuit requires time and attention to detail. Cold email outreach is no exception. When poorly executed, cold email outreach can backfire, ruining your chances of closing a lead and damaging your company’s reputation with a prospect. Remember, all of us receive more emails than we can possibly read, and cold emails in particular are seen as intrusive if they don’t contain a personal and valuable message.

When executed correctly, however, cold email outreach can be a great way to generate leads. It takes time to properly format and personalize a cold email. It’s not a one-size-fits-all solution, nor is it about creating a template and blasting it out. You’ll need to carefully craft your emails to capture the attention of the receiver.

Here’s an example of the type of poorly executed cold email we’re all accustomed to receiving routinely:

Dear Sir or Madam,

Greetings! How are you? I hope you are well.

We at Company X do great work. We have a great offering for you today. Please take the time to read more about us.

Name
name@gmail.com

Let’s take a look at all the ways this cold email goes wrong:

It’s riddled with meaningless pleasantries.

Emailing someone “Hi! How are you doing today?” when you don’t know the person comes off as fake. The receiver doesn’t know you. They also know you don’t actually care how they’re doing, so the pleasantries in the email give it a phony quality that recipients will pick up on immediately.

A better approach is to start the conversation quickly and efficiently. Address the recipient by name, and explain exactly why you’re reaching out.

It’s templated.

Sending out the same cookie-cutter email to every business owner you hope to work with will give recipients a negative impression of your company, and won’t win you any quality leads…

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