Sending cold emails can be a great way to reach potential customers. But how can you ensure that your brand remains safe and secure?
Brand Safety is broken down into 2 topics:
Brand perception means you don’t want to spam your entire industry with emails they don’t resonate with.
This means that when you’re doing Cold Outreach to a new customer segment for the first time, you need to start with low sending volumes (around 2,000 prospects/month), test different variations of your message, and then scale campaigns.
You also don’t want to be overly aggressive and salesy with your email copy. Your goal is to start a conversation, not to hustle a sales appointment with your prospects.
A cold email is just one first step in a sequence of many interactions between your brand and a potential customer, so treat it as such.
The other aspect of Brand Safety is Domain safety and campaign health.
If your domain gets listed as spam by doing excessive cold outreach, your deliverability will go to 0, and you’ll end up in people’s spam folders instead of their inboxes, which is not really useful to you, or to them.
Here’s how you can avoid this: