Last week a client asked me:
Can I send my cold emails from Mailchimp?
I get this question all the time, with Hubspot, SendinBlue, ActiveCampaign etc
They have all the arguments:
- I can personalise with the name and the company name of the lead
- I already pay for this tool
- I can create a beautiful layout using my brand's colours etc
If you’re a marketing or outbound expert, you’re certainly facepalming now.
But the truth is that so many founders don’t understand what’s the difference between email marketing and outreach.
After having heard this question dozens of times, I came up with this answer:
Imagine that you have identified a lead and you know that your product or service would be the perfect fit.
You have done a lot of research on their company and themselves and you want to send them the perfect email.
Would you contact them via a mass marketing email or a highly personalised email that you would have spent time on?
Well, I guess now you have your answer!