By
Sean Norris
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P+P: Can email be a viable tactic for cold calling?
TS: Not really. The equivalent of cold calling might be viable if your approach is extremely careful, courteous and unintrusive, but it's probably not the best way to use email—partly because it's so difficult to follow accepted best practices when you don't have explicit permission to send mail to someone. As a sales tool, it's a far better way to maintain contact with people who genuinely want to stay in touch.
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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