CREview Ep. 25
Cold Emailing in CRE: The Unsolicited Pic of Marketing
Josh and Dylan reflect on cold sales emails to discuss how to write honest, effective outreach that builds awareness even when it goes unanswered.
Key Takeaways
In-person meetings are the most effective outreach method, followed by phone calls, with cold email being the hardest to get a reply from.
Honest, non-salesy cold emails that reference genuine research about the recipient tend to feel more authentic than generic sales scripts.
A modest reply rate, roughly one in ten cold emails, is a realistic, worthwhile outcome rather than a sign of failure.
Even repeatedly-ignored cold emails can build lingering brand awareness, sometimes leading to contact months later when a genuine need arises.
Referencing a prospect's own published content, like an article or LinkedIn post, in outreach can make a cold email feel more personal and less generic.
Frequently Asked Questions
In-person meetings are the most effective, followed by phone calls, with cold email considered the hardest method to get a genuine reply from.
Be honest and reference genuine research about the recipient's company or published content, rather than sending a generic, templated sales pitch.
Roughly one in ten emails, based on general marketing rules of thumb and direct experience, which is considered a worthwhile outcome rather than a failure.
Yes, it can build lingering brand awareness even when ignored, sometimes leading to contact months later once a genuine need for the service arises.
It's considered the hardest method to get a genuine reply from, ranking behind both in-person meetings and phone calls in effectiveness.
Referencing a prospect's own published content, like an article or LinkedIn post, rather than sending a generic templated pitch.
Get smarter CRE marketing insights in your inbox
Sign up for practical CRE marketing insights, tools and updates from our team. No fluff, no spam, just useful thinking to help you market smarter.