Reading Jill's article reminded me of my blog back in May, Email vs Cold Calling, which looked at exactly the same topic.
Jill says: -
"When I talk about email cold calling, I'm not talking about huge email blasts to everyone on your mailing list. I'm talking about targeted, focused, and totally personalized emails. That's what captures the attention of prospective clients.
Because it's virtually impossible to connect with decision makers on the phone, you need to immediately start thinking about how you can include e-mail in your account entry campaigns."
I wonder how many telemarketing companies have realised this?
Of course, most telemarketing companies are just not set up for doing this, and their people wouldn't know how to construct a targeted email that works. In a way, the majority of telemarketing companies are focused purely on one thing...the phone; they've built their whole business model around it.
Meanwhile, the corporate world has rapidly adopted email as a preferred method of communication. Think of all those executives with their Blackberry's.
To me, it's pretty obvious. If you can't get them by phone...try something else.