If there’s one thing that’s been shaken up during the dawn of the digital age, it’s marketing and advertising. Even now, marketing gurus are adapting to all the latest trends to get the edge on the competition. But despite all the latest marketing fads, gimmicks, and trends there are two tried and true strategies that deserve a mention: cold calling and cold emailing. Each has pros and cons that could make or break your recruitment plan. Let’s take a look at whether you should cold call or email.
Classical Cold Calling
Believe it or not, cold calling is older than the telephone. Having roots that date back as far as the early 19th century in the form of door-to-door salesmen, the advent of the telephone was what really revolutionized the method. Less time hitting the pavement meant more time for potential sales and reaching a much broader audience from farther locations. This sounds fantastic in theory; an untapped goldmine of opportunity. So, has the age-old tactic held up in the 21st century?
The short answer is no. The bitter truth is that no one cares for telemarketing. According to a study by Baylor University, out of the 6,264 calls made by 50 experienced marketing agents, only 28 percent were answered. The remaining calls were either non-answers (coming in at 55 percent) or non-working numbers(17 percent).
Still, 28 percent is still a pretty good number. That’s approximately 1,774 calls that you hadn’t made before, right? Not exactly. From those 1,774 answered calls only 19 appointments were made with potential clients, with 11 referrals. 132 clients told the agents to call back at a later time and 1,612 of those customers stated that they simply weren’t interested.
While these numbers certainly look abysmal, does it truly cement cold calling as a relic of a bygone era? Yes and no. There are an estimated 7.19 billion cell phone users on the planet, so if anything the net has been cast much wider than it ever has before in the last several decades, so the potential for sales is still very much there. But aside from being a sheer luck and numbers game, there are pros and cons.
- Make sales right then and there if you can get a hold of someone
- If the caller has good people skills, they may have a better chance at getting callbacks, scheduling appointments, and getting referrals
- Potential to reach thousands of people via mobile phones and landlines
- Cold calling has to be scheduled precisely for the best chance of someone picking up the phone
- You’ll have to navigate through long-winded voice prompts and directories if you’re trying to reach a certain company• Getting past walls like caller ID, assistants, etc.,
- Wasting time sorting through disconnected numbers
If video killed the radio star, then email nearly did the same for cold calling. There are roughly 4.3 billion email users in the world with an average of two email accounts per user. Email is easy, simple to use, and much cheaper than having to make international calls.
So if the emergence of the telephone opened up a wide net in the marketing world, then email/internet managed to make an ever-expanding global net, with no signs of slowing down. But despite email’s numerous advantages over the telephone, it’s not quite enough to kill cold calling…yet.
- Email is more convenient, allowing customers and clients to receive your message at their own pace
- No pressure on the recipient to make a sale
- A less hands-on approach and more volume with email automation software like Tout App, Yesware etc.,
- The ability to personalize your message depending on your client instead of sticking to just one script
- On average, emails have a 1-3 percent success rate, much lower than traditional cold callin
- Gatekeepers in the form of anti-spam filters, fake/unused email addresses, and readers cleaning out their inbox without reading the messag
- Cold emailing successfully has a small learning curve if you want to get the most out of the emails you send out
Which is better?
Deciding which one is better comes down to the aims of your business and your overall marketing strategy. If your company produces products largely aimed at senior citizens, then cold calling might be a more effective route given that there are still seniors that are more reluctant to bother with technology.
On the other hand, if your target is small business owners, using a combination of both methods could help you seal the deal. Cold emailing a nice introductory letter and then following up with a cold call later in the afternoon. Ultimately, being able to adapt to your client’s needs is what separates a thriving company from one that just survives.