Cold Emails, Market Shift And Side You Want To Be On + First Q&A
72: The cold email space is changing.
First of all, this is not another cold email article. In case you are looking for such articles you should start with a cold email tech stack or 10 rules of cold emails. This is more of what is coming for those who didn’t take things seriously and where the cold email market (if we can call it that) is heading - a short overview. Without a doubt, it was only a matter of time before changes had to happen. When we look back a few years, there were already signs that things were about to change.
Most of those who didn’t send a single cold email until a year or two ago don’t know how easy it once was. It didn’t matter how bad your emails were or what kind of deliverability system in the backend you were using. A big percentage of senders were still landing in the primary inbox. In times when the majority was still reading them before automatically forwarding them to the trash. Incorporate into the mix the increase in popularity of cold emails... Result? A few years later, here we are - Google has sent a new notice. One we are about to cover more deeply.
Market Shift
Shout out to Matt for .jpg.
As mentioned above, things are changing. Some would argue the market is moving fast - some would argue it’s slow. Depends on how you view the current market. We would argue that the current market is terrible. Everyone is sending cold emails… Because well it’s accessible to everyone. Meaning that the quality, in general, is debatable. Completely not understanding the larger picture behind it. A huge majority, of course, sellers managed to successfully convince individuals that with a few cold emails, everyone would be able to bank. Far from the truth… Making it even more important for providers to constantly reevaluate how things are working. Better said whether they should push the button to make things harder or not.
Over the last three weeks, we have seen multiple LinkedIn and Twitter posts related to the mentioned topic. Mostly, individuals panicked or played the Algo game, farming the attention - who knows? In each case, it is completely unnecessary. First of all, the Google announcement mentioned above - it’s primarily focused on Gmail accounts. This should already eliminate problems for 90% of you - especially when talking about pure B2B. If you are running some kind of blackhat business and mass-emailing everyone B2C style - even those using Gmail addresses... Things are different.
Should you panic? Not at all.
It’s a matter of time before someone pioneers a “new system” and makes it available for everyone else. Soon it will be all about commercializing new deliverability methods. Maybe the developers running Smartlead are already doing exactly that. If you take anything from this article - take this. No need to panic. Keep doing exactly what we mentioned in the earlier articles, and always keep an eye on new tech. This not only applies to cold emails but to other areas where tech plays a role. Things are moving extremely fast, and you want to be part of the loop.
EDIT: We went deeper and confirmed with a few other sources. “New rule” will also apply to users sending out emails to Workspace accounts - think B2B. In each case doesn’t change what we covered here and the idea behind it. But it will hit a larger chunk of B2B businesses and those running their contract stacking or lead agency model.
What It Means For You
The only question that matters when it comes to this article - what does it mean for you? Nothing. As already mentioned, you should not be bothered at all. Big players are regulating the field. But at the same time, smart individuals are working on bypassing the new regulations. If you are on the sending side of the game. There is nothing for you to do - keep sending those cold emails and grow your business. In case you are a technical individual curious about the deliverability space and backend operations.
This is your chance.
In what sense is this your chance? Without a doubt, the future of cold emails and successfully landing in the prospect's primary inbox is heading toward the tech side. Better said, the majority of cold email operations will turn to the infrastructure side. This means you will not necessarily have to send cold emails to make money anymore - not saying this is optimal. But you might as well learn how to provide proper infrastructure for those who do.
We are not going into any technical details here. But we strongly suggest that everyone curious about the topic start looking into Amazon SES and how to turn services such as those to their benefit. Would go so far as to say that this article will be looked at as a reference in our later work on what we bet on earlier - focusing on the infrastructure side and bypassing the filters as the long-term game.
Time will tell how this will age.
Conclusion?
Don’t sweat the new regulations and filters. Bet on smart technical individuals who will win in the end - better said, bet on infrastructure. A story that repeats all the time, and we are pretty sure it will not change anytime soon. When it comes to which side you want to be on? Choose one where the technical individuals are. Remember, “geeks” run the world.
Change that is about to happen over time also serves as a great opportunity. Since there will be a sort of “cooldown period” for at least the first few months (weeks) until new commercial solutions become available in 2024. Until then, all the C Suite individuals will have more time for your cold calls since they will not bother with spam so much - providing you with the opportunity to get better at cold calling. In case those running the show in the background don’t figure something out in the meantime to “bypass” the new regulations.
To wrap it up. Are you on the cold email-sending side? Don’t sweat it too much - there are no reasons to panic. Are you on the other side providing infrastructure for cold emails? Push 110%. This is your chance to use the market “mess” to your advantage. One that will, without a doubt, be disrupted for a certain period - providing you with the perfect opportunity to bank.
As always, when everyone else panics, you should see an opportunity.
Yearly Q&A - Ask Your Questions
End of the year is approaching fast, so we have decided to do something different. Dropping the first Q&A style article on the website - the week before Christmas. Pretty much-collecting questions over the next 2 weeks. The goal is to cover 30-40 questions with action steps if possible. We are expecting between 150-200 questions so the priority without a doubt will be given to the paying subscribers - you must mention you are paying subscribers since those will be extra verified if we get bombarded with questions. Right now, we randomly receive around 3-5 questions/day on various platforms on average. So, there is a solid chance things will get messy, and we will have to play the priority card.
What kind of questions can you ask?
Those that will help you or others improve in certain aspects of their life. Business, lifestyle, WiFi money all of those are welcome…
Where to ask the questions?
We are keeping it simple. Post a comment down below if you don’t care about anonymity. Twitter DMs / Telegram DMs also work, and we guarantee everyone’s anonymity - no one’s username handle will be shared. Our favorite and one we prefer over others? Contact us over email.
Q&A articles will be done once or twice per year. To help us all look back on how we used to think and how we think now. Got anything you want to ask? Now is your chance.
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I just read an article from EmailChaser.com saying that “email warmup” is BS. Can you confirm? My Co is spending $$ on email warmup service rn and want to know ze truth
I think every new regulation or major tech changes naturally creates opportunities as well as difficulties. The shift from abundance to scarcity in a system naturally creates value elsewhere. I suspect it will create demand for people who can craft emails and campaigns which don't trigger gmail's tripwire.
But it's probably also an opportunity to find new approaches towards sales which are most relationship-oriented than anything else.