Several sales and marketing campaigns combine both calls and emails. Choosing one among them is difficult, as both have merits and demerits.

Cold emails and cold calls are two traditional options to be in touch with your potential customers. However, both comes with advantages and disadvantages. Successful marketers recommend combining these campaigns for better sales.

Cold Email

Though cold emails do not allow marketers to control their action as in calls, emails are scalable. Compared to cold calls, major advantage here is that the marketers can send out a lot of email in a short span of time. Sending 1000 emails are much easier than making thousand calls and convincing the buyers to try your product or service.

To succeed in cold emailing, consider –

  • creating a good quality email list with proper targeting
  • choosing the right targeted email template for your audience
  • sending targeted, personal and thoughtful emails

Email content should not be just self-focused, it should seem like that the sender actually cares about the prospect and their business.

Cold Calling

For decades, sales cold calls were one of the most effective tools for sales representatives. With cold call, the major advantage is that the caller will have complete control of the conversation, which emails do not have.

To succeed in cold calls, it has been recommended that the marketers should

  • avoid sales pitch at the beginning of the call
  • keep introductions short and crisp before asking any primary question
  • listen to what the prospect says
  • know what the possible answers are, for the questions asked

The key benefit is that cold calling is totally predictable, but email lacks this control. For any open-ended questions, an experienced cold caller will be ready for each of those answers. Even with the primary question itself, caller knows the possible answers and so would respond accordingly.

Another successful and proven cold calling methodology is to research your target audiences’ issues, collect key information that will be of interest to them, and make a call inviting those buyers to a minute research briefing on those issues. With such a call, sales people can talk to the buyers and learn more about what they actually needs. Fact-based research could be helpful and understand the process of making such calls work effectively.

Combining both cold calls and emails

Instead of choosing cold calls or emails, why not combine them together in your sales campaigns. Knowing your audience is the key in choosing the right marketing method.

  • Respect your prospects’ time and needs. If you think that a call will be a disturbance for them, just send emails
  • While making calls, prioritize in getting the prospects talk about their needs, rather than promoting your products
  • While a marketer is expected to call a prospect about seven or eight times, emailers should send out at least eight emails for a better response rate
  • For better results, consider using well prepared scripts for calls and informative/attractive content for emails

Also make sure that during calls you should provide a solution for their problems and help them to be more efficient.