Cold calling vs. cold emailing

Abstract

The purpose of this thesis was to examine which marketing strategy between cold calling or cold emailing is more efficient in today’s business world. The thesis also examined reasons behind why cold emailing seems to generate less results compared to cold calling, ways for keeping a potential buyer interested, and customer retention.

A qualitative interview method was used to answer four research questions. These interview results were then analysed utilizing various theories, models, and theoretical models. The research results show that cold calling is still effective in today’s world and cold emailing while seen as less effective is expected to be used more in the near future. For cold calls to be effective they need to be personalized, researched, and combined with other inbound strategies. Cold emails create more in terms of volume, but the conversion rate remains far lower in comparison to cold calls. Cold emails require even more personalization than cold calls and must be thorough research to even prohibit a response.