Cold calling and cold emailing can both be effective. The question isn’t which one is better, but when each one is better. Most B2B decision-makers prefer cold emails because they can forward them and engage on their own timeline. However, when you need to move a conversation forward or clarify uncertainty, cold calling is the way to go.

Vanilla Soft’s Shawn Finder put together a blog post that covers the pros and cons of cold calls and cold emails. He says before choosing which channel, you should consider the prospect’s preferences and the goal of your outreach. The best option, he says, is to use a combination of calls and emails. We share more from Finder in this issue of PromoPro Daily.

The Pros Of Cold Emailing

  • Scalability. Email allows you to reach more people more efficiently, without the time constraints of calls.
  • Lower disruption. Unlike phone calls, email does not interrupt the prospect’s workflow, Finder says. Recipients can engage when it suits them, which often leads to more thoughtful responses.
  • Access to decision-makers. Email reduces reliance on gatekeepers and allows direct outreach to senior stakeholders who may be difficult to reach by phone. Finder says this is especially valuable in organizations where executives manage their own inboxes but screen unsolicited calls.

The Downsides Of Cold Emailing

  • Lack of immediacy. Unlike phone conversations, email does not prompt an instant response. Finder points out that prospects may take days to reply or not respond at all, making it harder to gauge interest.
  • High inbox competition. Most professionals are inundated with emails. Even the most well-written messages can be overlooked, making visibility a constant challenge.
  • Limited context for complex conversations. Finder says email is less effective when discussions require nuance, clarification or back-and-forth. Misinterpretation is more likely, and resolving questions often takes multiple messages, slowing momentum.

The Pros Of Cold Calling

  • Cold calling enables live discovery. Finder points out that phone conversations make it possible to ask follow-up questions, probe for context and uncover needs.
  • You can address objections immediately. When you’re on a call with a prospect, you can respond to objections as they arise, rather than exchanging multiple emails.
  • Calls create a more personal experience. Finder says that voice conversations tend to feel more direct and human, which can accelerate rapport building, especially early in the relationship.

The Downsides Of Cold Calling

  • It can be disruptive. Unscheduled calls interrupt a prospect’s workflow. Finder says poor timing can quickly lead to frustration, particularly when the outreach lacks relevance or context.
  • It requires significant resources. Calls take a lot of work, from researching accounts to preparing talking points to managing follow-ups.
  • It is difficult to scale efficiently. Unlike email, Finder says cold calling does not scale linearly. Increasing call volume typically means hiring additional reps, investing in onboarding and training and allowing time for ramp-up before results improve.

Cold calls and cold emails both have their place. Used thoughtfully, each can be effective on its own. Used together, your outreach feels more cohesive and is more likely to get you the response you’re after.

Compiled by Audrey Sellers
Source: Shawn Finder is the VP of business development at Vanilla Soft. He oversees strategic partnerships and business development.