Cold outreach, once a cornerstone of lead generation, has changed drastically over the years. What used to be a numbers game has become much more challenging.
According to Jacco van der Kooij, CEO of Winning by Design, the stats paint a stark picture. In 2015, sending 100 cold emails would typically result in one solid lead (a 1% success rate). By 2018, that number doubled to 200 emails for one lead (0.5%). Fast forward to 2024, and the numbers look even tougher—over 1,000 attempts are needed to land a single opportunity (0.1%).
But here’s the twist: this isn’t all bad news.
In fact, it’s a good thing.
Yes, you read that right! While cold outreach is getting harder, the silver lining is that it’s creating more opportunities for those who are willing to adapt. Let's break down why this shift can work in your favor if you’re in the business of cold outreach.
1. Fewer People Are Willing to Put in the Effort
Let’s face it, most people shy away from challenges. As soon as things get difficult, a good portion of the competition will give up. The rise in difficulty means many are throwing in the towel, leaving the (high-quality) playing field less crowded.
If you're someone who's ready to put in the extra work, this thinning out of competitors is a major advantage. Fewer businesses are willing to send out those 1,000+ emails or spend the time needed to craft better approaches. This leaves the field open for those who stick with it and find ways to stand out.
2. Quality Over Quantity is Taking Center Stage
Back in the day, cold outreach was all about sending as many emails as possible and hoping one sticks. But now, with success rates plummeting, the era of mass cold outreach is fading. Businesses are learning that sending fewer but more personalized and well-thought-out messages is far more effective.
This is a great thing. It means that instead of being a mindless numbers game, outreach is becoming more about human connection. People are more likely to respond to messages that feel genuine and thoughtful. If you’re willing to go beyond the generic, you’ll stand out in a way that wasn’t necessary a few years ago.
3. It Forces You to Innovate
The old ways of doing cold outreach simply don't work anymore. If you're still relying on the same techniques that worked in 2015, you're going to have a tough time. But that’s not a reason to panic; it’s an invitation to innovate.
When things get harder, it pushes you to get creative. Maybe that means incorporating video into your cold outreach, leveraging social media platforms like LinkedIn, or using new tools and technologies to automate smarter—not just more.
The point is, difficulty breeds innovation. Plus, if you can be among the first to try new techniques that your competitors aren’t even aware of yet, you’ll have a head start.
4. It Helps Filter Out Low-Quality Leads
One of the more frustrating parts of cold outreach is dealing with leads that aren’t serious or are just a bad fit. When outreach was easier, you might have ended up chasing these low-quality leads because it felt like any response was better than no response. But as outreach gets tougher, the leads that do respond are more likely to be genuinely interested.
Why? Because your message will be one of the few that truly grabs their attention, and they’ll be more inclined to respond if they see real value in what you’re offering. This saves you time and energy, as you can focus on leads that have a higher likelihood of converting into actual business.
5. It Sharpens Your Skills
Cold outreach has always required a bit of skill, but with today’s challenges, you have to level up your game. That’s not a bad thing. It forces you to become a better communicator, a better salesperson, and a better listener. These skills aren’t just useful for cold outreach—they’re crucial for running a successful business in general.
As you refine your techniques and get better at crafting messages that resonate, these skills will translate to other areas of your business. Whether it's negotiating with suppliers, hiring top talent, or pitching to investors, the lessons learned from tougher cold outreach will serve you well.
Conclusion: Rising to the Challenge
Yes, cold outreach is harder than ever. But instead of seeing that as a roadblock, look at it as an opportunity. The competition is dwindling, and those willing to adapt are the ones who will come out ahead. By focusing on quality, staying innovative, filtering out low-quality leads, and sharpening your communication skills, you'll turn this challenge into a competitive advantage.
Remember, when things get tough, most people quit. But for those who stick it out and rise to the challenge, the rewards are there for the taking. So embrace the fact that cold outreach is getting tougher—it’s a sign that you’re about to outlast and outperform the competition.
