Should I Cold Email my prospects or do Cold Call first?

Should I Cold Email my prospects or do Cold Call first?

My over 10 years of experience in sales made me realize that I’m tired of getting rejected when selling over the phone. With that being said, it made me think if I should just email first and call only those who responded to my email?

Yes, cold emailing a prospect before calling them lessens my pain of rejection but it helps me keep up with my quota? What if nobody responded to my email?

So here’s my take…

It is best to shoot your prospects an email first before calling them. Regardless if they respond or not at least they would know what to expect from you when you called.

However, if you keep on sending a wrong message, you’ll end up having low response rate your email will be tagged as spam or get blocked forever. Let me tell you what I’ve learned from the errors I made and show you changes I did to improve my results.

Case Point #1

Hi Andrew,

Are you looking to improve your sales and marketing strategies?

If yes, ABC company can provide you with the best sales and marketing campaigns that can definitely deliver results ASAP.

You can call me at 123456789. I would be happy to talk to you.

Talk to you soon.


Michael Yu

Here’s why I consider this a bad cold email.

Paragraph 1:

If you were to send me this email, I will definitely hit the delete button after a few seconds of reading it. Why? “Are you looking to improve your accounting software?” is a dumb question. Who doesn’t want to improve their sales and marketing strategies?

Paragraph 2:

If yes, ABC company can provide you with the best sales and marketing campaigns that can definitely deliver results ASAP.

You may think it sound positive on your end because you’re doing well but making guaranteed statements like this to your prospect makes them expect more from you and if you can’t deliver it well your client won’t continue using your service or worse, they’ll provide bad feedback on you and you’ll end up having no new clients at all.

Paragraph 3:

You can call me at 123456789. I would be happy to talk to you.

Related: Get Started: Effective Telemarketing Scripts for All Industries [FREE TEMPLATES]

It’s good because you wanted it to sound urgent. But if you will tell me this is a cold email, my initial reaction would be, “who are you to tell me to call you?” Then I will definitely tag you as spam and block you from sending me information in the future.

So, what could have been done instead that shows respect and would create a more positive response from your prospects?

Here are some key points to remember when sending a cold email:

  1. Do not say your sales pitch. Instead know the problem first.
  2. Keep it short and simple. Don’t send a detailed information about your company and the products and services you offer.
  3. Be direct to the point. Create an email that they can relate into such as:
  • Focuses on common problems encountered by your prospects.
  • Offer a solution

Example of a good cold email template

“Hi Andrew,

This is Michael Yu with ABC Company. We are a sales and marketing company and we’ve helped businesses like yours increase at least 30% of their sales by generating pre-qualified appointments.

I wanted to see if it would make sense for us to have a quick conversation in order to determine if what we have to offer may make some sense for you to consider as well.

If this is something you might be interested in, feel free to call me at 123456789 or send me an email at It’ll only take about 15 minutes to determine if this is something we should discuss further.”

Hope to hear from you soon.

With Regards,

Michael Yu, Marketing Manager

ABC Company


See more samples here 40 B2B Sales Email Templates for Every Situation [Free PDF]

Based on my experience, this type of email shows positive responses from my prospects. Let me tell you why:

  • It is short and direct to the point.
  • It says who I am and what my company did for my clients.
  • It points out what my company can do to help them increase their sales (even if they have a lot of sales leads already, having more wouldn’t hurt)

I’m not saying you need to use the words I put in here. You can create it in a way that will sound the same I did mine. Now, you don’t have to use this word for word and I’m not saying this is the only way to go.

Sending out cold email is important so it’s best to know how to use it effectively. But what will you do if nobody responded to your email?

Call them even if they tell you they didn’t receive the email. After all your main goal is to get hold of them to find out if they need our help or if there is an opportunity to do business with them be it through call or email.



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