Why Cold Email Alone Won’t Cut It in 2024: How a Full Marketing Mix Unlocks Success

In 2024, writing cold emails is no longer the silver bullet for outreach. Founders and sales leaders are finding it increasingly difficult to break through the noise with email alone. With spam filters, inbox overload, and a saturated market, cold emails often get lost, unopened, or worse, flagged as spam. So, if you’re still banking on cold email as your primary means of outreach, you’re likely missing out on valuable opportunities. What’s the solution? It’s time to expand your approach by incorporating multiple channels into your strategy—think LinkedIn content, cold-call follow-ups, and a well-rounded marketing mix.

Let’s dive into why a multi-channel strategy is essential and how you can leverage it for success.

The Evolution of Cold Emails: Why It’s Not Enough Anymore

Once upon a time, cold emails were a great way to introduce yourself to prospects, but over the years, inboxes have become increasingly crowded. In 2024, the average professional receives 121 emails per day. Combine that with advanced spam filters and you have a recipe for failure if you’re relying solely on cold outreach through email.

For founders, particularly those looking for scalable and effective ways to generate leads, the landscape has shifted. The problem isn’t just the sheer number of emails people receive; it’s also the growing expectation for personalization and meaningful interaction across multiple platforms. People are more likely to trust a brand or person they’ve seen on LinkedIn, in addition to having received an email or perhaps even a cold call. In short, they expect a cohesive presence across multiple touchpoints.

In the world of digital marketing and sales outreach, the one-dimensional cold email strategy is no longer enough. As one founder recently said, “If you’re not combining your email strategy with LinkedIn content and other touchpoints, you’re not just getting ignored—you’re becoming invisible.”

The Power of Multi-Channel Outreach

A multi-channel outreach strategy is exactly what it sounds like: using multiple platforms and touchpoints to get your message across to potential clients. This isn’t just a numbers game—it’s about increasing trust and credibility through consistent, thoughtful interactions. By engaging your prospects on different platforms, you’re not just interrupting their day with an unsolicited email—you’re offering value in a way that they prefer to engage with.

Here’s why this approach works:

1. Increased Visibility: People might not open your email, but they might see your content on LinkedIn or catch a cold call. The more places you show up, the more likely you are to be noticed.
2. Building Credibility: A cold email from a complete stranger is easier to ignore than a message from someone you’ve seen posting insightful LinkedIn content or whom you’ve already spoken with on the phone. Combining channels makes you more memorable and trustworthy.
3. Engagement Through Preferred Channels: Everyone has their own preferences. Some people might respond well to a phone call, while others are more comfortable engaging on LinkedIn. By being present on multiple platforms, you cater to your prospect’s preferred method of communication.
4. Timing Is Everything: If you’ve ever caught yourself responding to an email days or even weeks after receiving it, you know that sometimes the timing just isn’t right. By spreading your outreach across different channels, you increase the chances of hitting someone at the right moment.

Crafting a Multi-Channel Strategy: What Works in 2024

1. Cold Emails Still Have a Place, But…

Cold emails aren’t completely dead, but they can’t stand alone. A cold email should act as a touchpoint within a larger campaign. Start by creating highly personalized emails that resonate with your recipient’s needs and challenges. Introduce yourself, offer value, and ensure your email speaks directly to the prospect’s situation.

2. LinkedIn: Your New Best Friend

LinkedIn isn’t just for job seekers. It’s one of the most powerful tools for building relationships and trust in the business world. Before sending that cold email, engage with your prospects on LinkedIn by sharing valuable content, commenting on their posts, or even sending a brief introductory message.

Posting regularly on LinkedIn, and showing up consistently with useful insights and industry-specific content, is a great way to demonstrate your expertise. Over time, this creates familiarity. By the time your cold email hits their inbox, you won’t feel like a stranger anymore—you’ll be a thought leader they recognize.

3. The Cold Call Isn’t Dead

Cold calling has often been written off as an outdated approach, but in 2024, it’s making a resurgence when used correctly. After sending a cold email or interacting on LinkedIn, follow up with a strategic phone call. This isn’t the time for a hard sell but an opportunity to create a meaningful conversation. Even if the person isn’t ready to buy, you’ve at least established a human connection—something cold emails alone can’t do.

4. Nurture, Don’t Spam

The days of “spray and pray” email marketing are over. In today’s world, nurturing is key. This means creating a full-funnel marketing approach that moves prospects along a journey—starting with LinkedIn posts, followed by cold emails, and concluded with personalized follow-ups. It’s about having multiple touches that build trust over time.

Consider setting up an automated email sequence that drips useful content over time, ensuring your prospects are being nurtured without feeling overwhelmed.

5. Leverage Content Marketing

Content marketing plays a vital role in supporting your outreach efforts. Blog posts, case studies, videos, and webinars give your cold emails and LinkedIn messages credibility. Instead of sending a cold email that asks for a meeting, you can send a valuable resource that addresses a pain point. This subtle shift in approach builds goodwill and positions you as an expert, not just another person trying to sell something.

6. Mix in Retargeting

Have you ever noticed an ad for a product you were just looking at online? That’s retargeting, and it works. Combining cold emails with retargeting campaigns ensures your brand stays top of mind. You could send a cold email, follow it up with a LinkedIn connection, and then have retargeting ads appear for those who clicked on your website or interacted with your content.

Putting It All Together: Your Outreach Campaign for 2024

Let’s look at how you can combine all of these channels into an effective outreach campaign:

1. Start with LinkedIn: Build a presence by posting valuable content and connecting with your target prospects. This warms them up before any cold emails or calls.
2. Send a Cold Email: Make it personalized and relevant. Offer value and reference any content they’ve engaged with on LinkedIn.
3. Follow Up with a Cold Call: After sending the email, follow up with a polite and professional phone call to see if they found the email helpful and to open the door to further conversation.
4. Nurture Through Automated Emails: Set up a sequence that continues to offer valuable content, without overwhelming your prospects.
5. Leverage Retargeting: Make sure your prospects see your brand on multiple platforms, even after the initial outreach.

Final Thoughts: Adapt or Get Lost in the Noise

As we move deeper into 2024, it’s essential to realize that cold emailing alone just won’t cut it anymore. If you’re still relying on it as your main outreach method, you’re already behind. But the good news? With the right mix of channels, you can make your outreach not just effective but unstoppable.

By combining LinkedIn content, cold-call follow-ups, and strategic email campaigns, you’ll ensure that your message is not only heard but welcomed. Don’t let your outreach get lost in the noise—adapt, combine your efforts, and start creating the kinds of connections that lead to real business success.

In the end, it’s not about pushing harder; it’s about showing up where your prospects are, delivering value, and building trust over time. That’s the key to effective outreach in 2024.

At Wingmen Consulting, we specialise in creating remote-based sales teams and customised lead generation strategies tailored to your business. Experience increased efficiency and revenue growth with our expert guidance.

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