NewsletterPodcastResourcesAbout Us
Cold emailing generally outperforms cold calling for B2B lead generation, but the best approach depends on your industry, audience, and goals.
Using both methods together often yields the best results. Learn how to combine them in this article!
Outline:
When it comes to cost-effectiveness, scalability, and easily tracking return on investment, cold email is usually the clear winner. It allows for quicker testing, optimization, and tracking of results.
Cold calling, on the other hand, is a more manual process. While it can be automated with AI, this often makes it more expensive than email marketing.
That said, calling your prospects is an excellent option for follow-ups and complex sales. These two strategies aren’t mutually exclusive—they’re complementary.
Key stats:
Sources:
Quick tips:
Remember: There's no one-size-fits-all solution. Experiment, measure, and optimize based on what works for YOUR specific audience and goals.
Cold calling is when salespeople call potential customers who haven't shown interest in their product. It's a direct way to reach new prospects and get leads.
Cold calling usually involves:
Despite the debate, cold calling isn't dead.
To make cold calling work:
Cold calling can be tough, but it's still useful in some industries, especially when mixed with other outreach methods.
To manage more calls efficiently, you can rely on an AI-powered mobile answering service for businesses, such as Allô.
Cold email is when businesses send targeted emails to prospects they haven't talked to before.
Unlike picking up the phone, email outreach lets you:
The good:
The bad:
To make cold email work, it’s all about quality over quantity. A few great emails will always get better results than sending tons of generic ones.
The averages below are compiled from various sources. Keep in mind that these numbers may vary depending on your industry and audience.
Use them as a general reference to guide you, but explore and determine your benchmarks!
Sources:
Email outreach seems to have the edge in most areas. But remember, the best approach often depends on your specific business and goals, and your follow-up should have both email and calls.
Choosing between cold calling and email outreach boils down to two main factors:
Industry Standards
Take a B2B software company targeting C-suite. They might pick up the phone: "69% of buyers take calls from new salespeople, so we dial up our exec prospects."
But a digital marketing agency after small businesses? They'd likely hit send: "8 in 10 buyers prefer marketing emails over calls, so we've gone all-in on email outreach."
Pro tip: Timing is everything. Phone connect rates jump late in the day and week. Aiming to call? Try Thursday or Friday afternoons.
And consider your ask. Need a meeting? Call. Want feedback? Email. Strong asks work better on the phone, while lighter requests can slide into the inbox.
Cold calling isn't dead. But it's not about winging it either. Here's how to up your game:
Do your homework before you dial:
1. Validate and label
Acknowledge their concern:
"I get it, you're swamped. Sounds like you're feeling overwhelmed."
2. Follow up with a question
Keep the conversation going:
"When's a better time to chat about lightening your workload?"
3. Use pain points to deflect
If they're not interested, pivot to challenges:
"How do you feel about your team's lead generation right now?"
Remember: Your goal is starting a conversation, not closing a deal on call one.
Email marketing without a sales platform can be incredibly time-consuming.
That’s why you need an all-in-one solution to easily gather lead data, automate your follow-ups with sequences, and track results.
If connecting with local business owners is your goal, Resquared is a perfect fit!
Our main features include:
Learn more about how we can make your outreach simpler and more effective.
Timing is crucial. Here's an average formula you can use to kick off your tests.
Keep it short. Aim for under 100 words.
Your email checklist:
Create a balanced approach:
1. Email first
Send a quick, personal email. Introduce yourself and your offer. This sets the stage.
2. Call next
Call 1-2 days after the email. Mention the email to jog their memory.
3. Email follow-up
No answer? Leave a voicemail and fire off a follow-up email right after.
4. Mix it up
Keep reaching out. Switch between calls and emails. It often takes 8 touches to get a response.
1. Call-to-Meeting Rate
This shows how many calls turn into meetings. Example: 3 meetings from 100 calls = 3% rate.
2. Conversion Rate
How many calls lead to sales? Example: 1 sale from 100 calls = 1% rate.
3. Cost per Lead
Total costs ÷ Number of leads = Cost per lead
1. Open Rate
The percentage of people opening your emails.
2. Response Rate
How many replies? Typical for cold emails: 8.5%
3. Click-Through Rate (CTR)
Tracks link clicks in your emails.
4. Conversion Rate
How many emails lead to sales?
Cold calling and email outreach both have their place in sales. Your choice depends on your business, audience, and goals.
Email outreach often wins for:
Cold calling shines for:
Know your audience, test both methods, and find your sweet spot!
