Email marketing is such a thankless process, with really low conversion of any sorts and irritation the usual emotion associated with it. Having sent several cold campaigns and reported on (sorry) we just stopped it entirely. Unless you have a credible brand sending emails is like having a twitter handle.
Ive sent many campaigns and theyve mostly been received with open arms (including cold oned). The difference (IMO) is how much value you send on each email. If it's a standard pitch then forget about it. A good email campaign is more about making a connection than making a one stop sale. Think of it as a door to door salesperson selling pots and pans versus an insurance salesperson who just wants to get to know and protect you. Always put people first and they will respond positively.
Now, sending cold emails is old school. What works these days is to leverage one of two things:
1. A general feeling surrounding the market.
2. An influencer.
For #1, we can use the following example:
There is a lot of interest in machine learning. The market is feeling positive about it. People in the market want to learn ML. You happen to sell a course on learning ML. The focus would be on creating content around learning ML and offering additional value through a newsletter. You then reinforce your pitch on the newsletter.
For #2, it's a similar process. See below:
In this case, you'd hire / partner with someone known in a specific market. Let's use ML trainings again. Your job is to provide the influencer with an offer that is highly valuable to their audience. Then have the audience subscribe to your newsletter.
To put it into a concrete example: the influencer might do a daily live stream of them going through your ML course and provide buy it now links to the audience and a way to try out the materials themselves by joining your newsletter. That's it.
