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  3. Here’s one of the most common questions I get from students:
    “How is cold email different from spam?”
    Cold email and spam are polar opposites.
    Here’s why…
    Spam:
    • Uses a fake name
    • Doesn’t include contact information
    • Isn’t personalized (the same email is sent to several people)
    • Isn’t meant to start a conversation; rather, it’s usually targeting a direct purchase.

    • Has a commercial motive.
    Spam is an example of a one-to-many email.
    Can you see the difference?
    This cold email does three things:
    • It addresses the recipient directly.
    • It has a highly specific and relevant request.
    • And it mentions a common contact.
    I’m not trying to push a product, or get anyone on the phone for a
    long conversation.
    The real world equivalent of this email would be like saying, “Hi,” to a friend of a friend you bumped into at a conference.

    It’s not pushy.
    It’s not annoying.
    And it’s perfectly reasonable, as long as your call to action isn’t overly aggressive.

    For example: “Buy my product!”
    Sounds pushy, right?
    But if you say: “Let’s get coffee sometime!”
    That sounds a lot better.
    Want a ‘sniff test’ for spam vs. cold email?
    Before you send out a cold email, ask yourself:
    Would I be comfortable saying this to someone I met at a conference for the first time?

    If the answer is no, then it’s likely spam.
    If the answer is yes, then it’s a cold email.

    Keep in mind that spam is illegal. Send too much spam and you will run afoul of CAN SPAM laws.

    Are you clear about whether an email falls under the CAN SPAM laws?

    It can be tricky. So let me break it down:
    As per FTC, all emails can contain three types of information:
    • Commercial content, such as selling a product, promoting a sale, etc.

    • Relationship or transactional content, such as a bank sending its customer a bank statement,
    an e-commerce store sharing transaction details, or a blogger sending a message
    to his list of subscribers.
    • Other content, which can range from personal content to mixed (relationship +
    commercial) content.
    According to FTC’s regulations, the purpose of an email decides whether it needs to comply
    with spam laws. If the email is primarily commercial – or is deemed
    to be so by the recipient – it has to comply with
    spam laws.
    A well-crafted cold email might have a commercial tilt, but it
    also offers significant value.
    Now, let’s get into how you can write amazing cold emails that convert!

    Hi (recipient’s first name),
    My name is (your first name), and I’m (title) at
    (company name). We are currently offering (describe product/service).

    This is just an educated stab in the dark, but based on your online profile, you seem to be the right person to
    connect with. Or, if not, maybe you can point me in the right direction?
    I’d like to speak with someone from (company name) who’s responsible for (position relevant to your product/service).

    If that’s you, are you open to a 15-minute call on (specific time/date) to
    discuss ways (service/product) can more specifically help your business?

    Or, if not you, can you please put me in touch with the right person?
    I’d appreciate the help!
    (Signature)

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