A double espresso, please!

What’s better than an espresso? …a double espresso! A real pick-me-up that gets everyone back on their feet with double the effect. Such a miracle cure would certainly also be helpful in B2B communication – and it exists! Double the appeal, double the effect – this is the secret recipe for more success. And that’s exactly where telemarketing comes into play – and together with the proven email, a dynamic unfolds that has it all!

Two disciplines, one goal

Before we delve deeper, let’s take a look at the important basics:

• Cold Email Marketing: Targeted outreach to potential customers via email, often with personalised content and a clear call-to-action.
• Telephone marketing: Direct, personal contact by phone call, which enables quick responses and immediate feedback.

Together they create a powerful and effective approach that generates attention, builds relationships and ultimately leads to more sales.

This is how it’s done – sensible strategies

Combining cold email marketing with telemarketing can be an extremely effective strategy, especially in the B2B sector. Here are several options and approaches to effectively integrate both channels:

1. Warm-up Call Before the Email
   • Call the potential customer briefly to introduce yourself and mention that you’ll be sending an email.
   • This builds familiarity and increases the likelihood that your email will be opened.
2. Email First, Call Later (Follow-up Call)
   • Send a personalized cold email and follow up with a call a few days later.
   • Refer to your email during the call to make the conversation smoother and provide additional information.
3. Voicemail + Email Combination
   • If the call goes to voicemail, leave a short message mentioning the email.
   • This creates two touchpoints and increases the chances of a response.
4. Double Tap (Call + Email on the Same Day)
   • Call first. Regardless of whether someone answers or not, send a follow-up email immediately afterward, mentioning the call.
   • This increases urgency and keeps the conversation fresh in their mind.
5. Trigger-Based Call
   • Use engagement data (e.g., email opens or link clicks) to determine the optimal time for a call.
   • Potential customers who show interest (in the form of engagement) are usually more receptive to a call.
6. Appointment Setting Workflow
   • Send an email with a clear value proposition and a call-to-action to set up an appointment.
   • If there’s no response, pick up the phone and schedule the appointment directly.
7. Alternating Touchpoints
   • Create a contact sequence where emails and calls alternate.
   • For example: Day 1 – Email, Day 3 – Call, Day 5 – Follow-up Email, Day 7 – Call.

The national regulations should always be considered for all marketing measures. These can also differ greatly when it comes to cold calling. Clarification in advance protects against possible surprises.

Why the combination is so effective!

The combination of both methods brings substantial advantages:

• More attention: Emails prepare the call, while calls make the emails stand out from the crowd.
• Higher response rates: The double contact increases the likelihood of a response.
• Personal connection: Direct contact by phone creates trust and gives communication a personal touch.
• More efficient qualification: Direct interaction makes it possible to find out more quickly whether there is genuine interest.

KPIs: Making success measurable

How does the magic combination affect the KPIs? Let’s look at some examples:

• Open Rate (email open rate): A call in advance can arouse curiosity and thus increase the open rate.
• Response rate: Follow-up calls increase the likelihood that recipients will respond positively to your emails or marketing measures.
• Conversion rate: The personal touch of the phone call makes potential customers more likely to become paying customers.
• Lead quality: Direct interaction helps to distinguish high-quality leads from less interested contacts.

Conclusion: Two are better than one

The combination of cold email and telemarketing offers an unbeatable synergy for your B2B marketing. It not only increases awareness and response rates, but also optimises the quality of your leads.

And the best thing? With a professional B2B address database such as the one from Bancomail, which contains not only email addresses but also telephone numbers, you have everything you need to implement this strategy immediately. Don’t miss out on this opportunity – your next successful campaign is already waiting for you!