What is Cold Email?
Cold email is the practice of sending targeted, personalized emails to prospects who haven't previously interacted with your business. Unlike spam, cold email is strategic, compliant, and focused on starting genuine business conversations.
When done right, cold email is the most predictable and cost-effective way to generate B2B pipeline.
Cold Email Definition
Cold email is a sales or marketing email sent to a recipient without prior contact or relationship.
Key characteristics:
Targeted (sent to specific individuals, not purchased lists)
Personalized (references the recipient's company, role, or situation)
Compliant (follows CAN-SPAM, GDPR, and other regulations)
Value-focused (offers something useful to the recipient)
Cold Email vs. Spam
The difference is intent, targeting, and compliance. Cold email is a legitimate business practice; spam is not.
Why Cold Email Works
Reach decision-makers directly. Unlike ads, cold email lands in your prospect's inbox.
Predictable economics. Send X emails → get Y replies → book Z meetings.
Fast feedback loops. Know within days whether your messaging resonates.
Cost-effective. Lowest customer acquisition cost for most B2B companies.
Frequently Asked Questions
Is cold email legal?
Yes, when done correctly. Follow CAN-SPAM (US), GDPR (EU), and CASL (Canada) guidelines.
What's the difference between cold email and spam?
Cold email is targeted, personalized, and compliant. Spam is mass-sent, generic, and often deceptive.