Yes, it can. B2B cold email can start useful sales conversations when the company, recipient and reason for making contact have been chosen carefully. We see this in our own customer acquisition and in work for clients in Finland and abroad.
JTT Audit and Hurma Tuotanto are examples: both relationships began with a cold email from us. An initial message led to a conversation, a partnership and ongoing customer acquisition.
Why do people doubt cold email?
The doubt is understandable. Many people associate cold email with messages that have little to do with their work, offer a vague benefit or look identical to hundreds of others. Those messages can give the whole channel a poor reputation.
Cold email is also sometimes judged against newsletters. A newsletter can build awareness, keep a business in mind and generate leads. It does not necessarily aim to begin a personal sales conversation with a new buyer.
A targeted and well-written cold email does. The recipient should quickly understand why you contacted them, which business need you could help with and what you suggest next. Increasing the sending volume will not fix an unclear reason to talk.
JTT Audit: from doubt to more than 200 sales opportunities
In the published JTT Audit case study, CEO Antti Pekkarinen explains that the business had made little use of email in customer acquisition before our partnership. He was uncertain whether the channel would work for its audience.
The partnership reached suitable companies through multiple channels. We have generated more than 200 sales opportunities for JTT Audit over approximately two and a half years. Our cooperation has also led to the company’s largest corporate transaction deal.
These results were achieved with email as part of our multichannel outreach. The relationship between JTT Audit and N&K also began with one cold email.
Hurma Tuotanto: from an email to a lasting partnership
Hurma Tuotanto also became our client through a cold email. We have helped the events business identify suitable companies and people responsible for events, particularly in Finland’s Uusimaa region.
We have generated well over 100 meetings and requests for proposals for Hurma Tuotanto. Outreach is mainly done through email and LinkedIn. As a result, Hurma’s own team has been able to spend more time with clients and delivering events.
Industrial and construction services need a specific approach
For an industrial service business, a relevant message might concern a change in production or an upcoming maintenance need. For a construction or engineering consultancy, it might relate to a project phase, schedule or specialist expertise. These are starting points for a question; the recipient still needs to confirm the need.
In the Enemi case, certification information helped us identify a relevant reason for contact.
The SmartRetur case study describes reaching food manufacturers and importers. Its results cover a multichannel project, rather than the performance of email in isolation.
Reply rates and meeting rates measure different things
In client campaigns targeting Finland, we consistently see replies from 40–60% of the people contacted. In campaigns abroad, we can also achieve reply rates well into double digits. These are N&K’s own campaign observations, not an average for B2B sales or a promise for another campaign. With the right targeting and execution, strong reply rates remain achievable in today’s B2B cold email market.
A reply does not automatically mean interest or a booked meeting. It may explain that the timing is wrong, direct you to another person or tell you that a suitable solution is already in place. All of this is valuable data.
These replies help establish who buys, which needs appear in the market, what prevents progress and when it makes sense to follow up. When used properly, the findings can and should improve targeting, the offer and future messages.
What makes a cold email useful?
In our work, a few practical elements matter:
A credible target audience. The company and recipient should have a reasonable connection to what you offer.
A message that fits the recipient’s situation. Explain which need you can help with and why you are approaching them now.
An easy next step. A short call to action or question about the recipient’s situation can start a conversation without a lengthy pitch.
Proper handling of replies. Respond to interested prospects within a reasonable time so conversations do not sit in the inbox for days. Respect negative responses and stop further outreach when someone says they are not interested. If a recipient asks you to follow up later, contact them at the agreed time. Handling replies and follow-up carefully helps maintain a positive impression of your business.
Ongoing improvement. Use what you learn from replies to refine the next approaches.
Email works as part of wider outreach
Our experience is that email, LinkedIn and phone can support one another when used in a way that fits the recipient’s circumstances. One person replies to an email, another speaks to us on the phone, and a third looks up the business on LinkedIn before getting in touch themselves.
The aim is a coherent conversation. Record contact and responses together so each channel can continue from the previous exchange.
What can a capable outreach partner handle?
A partner brings experience of targeting, preparation, messaging and follow-up. You do not have to build every step yourself or research every company personally.
Delivery also matters. Authentication settings such as SPF, DKIM and DMARC, sending practices and domain reputation affect how messages are handled. Microsoft’s guidance on Exchange Online sending limits and outbound spam protection explains the limits and controls for business email sent through the service. Sending volumes should be planned around the service’s limits and the mailbox’s circumstances. Technical settings and staying within sending limits do not guarantee delivery to the inbox.
Careful implementation and monitoring help identify problems and address their causes. The practical benefit for you is time to continue worthwhile sales conversations. N&K helps SMEs with company research, outreach and B2B appointment setting in Finland and internationally.
To compare the scope with your budget, read our appointment-setting cost guide for Finland.
Could cold email help your business start useful sales conversations? Get in touch and we can explore whom to approach and why.
