Useful Tips to Build B2B Relationships With Cold Emails

If email marketing is a tactic that can establish and further build on the relationship between a consumer and a brand, cold email marketing is said to work well with business to business setups. If you are familiar with a cold call, a cold email follows the same concept but is less intrusive. It is the act of sending an email without permission to a recipient with the intention to start a business conversation rather than promote a product or service. 

How to Make a Successful Cold Email

Sending a cold email the right way can earn you many business benefits. It can be an opportunity, a business favor, sales, or a dual-sided advantage. To be successful, you need to be careful with composing your message to make it appear reliable without ending up in the spam folder. 

Here are the important things to keep in mind:

  • Send emails to qualified leads  

Just because cold emails refer to sending messages to people you do not personally know does not mean that it should be done randomly. Like regular email marketing, cold emails require a strategy to work and lead to beneficial results. Do your research and make sure that you will send a message to another business that can help your organization in some way. 

Recommended tool: is a lead generation tool that you can use to generate up to 15 free leads per month. It helps you find companies or clients similar to or related to yours. It works by using keywords and gives you names and contact information. You can also try using,, or to produce the same results. LinkedIn is another useful tool for finding specific people within a particular company.

Before sending the email, though, you need to double-check the information you have gathered. Visit their website, check the person’s LinkedIn account, or call the number to make sure the information is valid. This step is crucial to ensure all your efforts will not be put to waste. 

  • Make your email short and straightforward

When sending a message to people who do not know you, always keep in mind that they are likely busy and probably do not know you. As such, it is essential to keep your message direct, respectful, and with a clear call to action. Never try to mislead the recipient by saying you have mutual friends if this is not the case. Doing so can potentially hurt your relationship later. Do not demand an immediate response, either, and keep your message as simple as possible.

Keep in mind that the trick is to send highly targeted emails to a maximum of one hundred leads per week. Sending more than the recommended number can put your account at a high risk of getting spam complaints or getting suspended.


The thought of sending an email to another business can be daunting, especially for small businesses. You will not know how the other party will take your message, but this is also an advantage. You do not have anything to lose by doing it, but it can even earn your business a new partner if done well. Follow our tips above to establish a business relationship with your first cold email. 

Get more helpful marketing tips from your online marketing strategy consultant. We publish useful articles regularly to help marketing consultants get their dose of marketing know-how. Check out this next to learn how to make your email marketing effective for your business.