Don't #2 is - Don't use email to cold call.
I can not begin to tell you how many times I hear of people who use email to cold call. They send what they think is a clever, or informative email to the name they discovered through their research.
So, what's the problem? Well, there are a couple.
1. Often these emails go into spam folders and the contacts never receive them
2. Email is passive. You are leaving the activity in the hands of the prospect.
3. Email is cold - I mean really cold! You aren't letting the prospect know that you want to do business with THEM. The impression it leaves is that you don't really care. Or you are lazy, as email is probably the easiest form of communication out there.
When you cold call you are trying to peak the interest of the recipient. Email won't do it. If written communication is your method, use snail mail. Craft a short, pithy, bullet-pointed letter that intrigues your prospect. And ALWAYS, ALWAYS end the letter with an action statement - that is, action YOU are going to take.
Please don't end the letter with something like this - 'If you are interested in learning more, please call.' Once again you are leaving the activity in their hands. Rather, end your letter with something like this - 'I'll call to follow up.' And then make sure you do!
Lesson #2 - be proactive. Let your prospect know you want to do business with THEM!
Come back again for Don't #3!