I keep seeing articles saying cold email is dead.
It reminds me of Oscar Wilde’s famous line:
When a man is tired of London, he is tired of life.
I’d rewrite it for marketing.
When someone says email marketing is dead, they are probably out of ideas.
Email is not dead.
Bad emails are.
Nobody wakes up hoping to receive another generic message that starts with “I hope this email finds you well.”
But everyone appreciates an email that solves a problem they actually have.
The inbox has not changed.
People have.
They are better at filtering noise.
That is why the bar is higher.
The companies winning with email today are not sending more emails.
They are sending better reasons to reply.
Original research.
A useful observation.
A relevant introduction.
A practical idea.
A perspective the buyer has not considered.
Notice something.
None of those are about your product.
Cold email was never about convincing strangers.
It was about starting conversations.
The channel did not stop working.
People simply stopped earning attention.
If your first instinct is to blame the channel, look at the message.
Because every week, somewhere in your industry, someone sends a cold email that starts a six figure conversation.
It is probably not luck.
It is probably a good email.
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