Is cold email legal and GDPR-compliant?

In the UK, emailing a corporate subscriber doesn't require prior consent under PECR, though UK GDPR still applies if the email identifies an individual. In the US, CAN-SPAM sets the rules regardless of recipient type. See the section above for the detail, and check with your own legal team for your specific situation.

How many follow-ups should you send before you stop?

Most effective sequences run 4 to 6 touches over roughly three weeks. Beyond that, replies drop off sharply and the risk of annoying a genuine prospect goes up. Always stop immediately if someone asks you to.

Cold email vs. cold calling: which gets more replies?

There isn't a single honest answer. It depends on your industry, your list quality, and how well-targeted the message is. Most outbound teams that run both consistently find they work better together than either does alone. See our cold calling guide for how the two compare channel by channel.

What's the easiest way to start personalising?

Start with buying-signal data you already have: which accounts are visiting your site and what they're looking at. Our guide to website visitor identification covers what to look for if you're evaluating tools for this.

Posts by
Martin Boyle

Martin is the Director of Brand and Communications at Lead Forensics. He’s worked in marketing for 20 years in both B2B and B2C. Martin is a member of the Chartered Institute of Marketing and was also named an ‘Inspirational Square’ by Squared Online in conjunction with Google.

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Blog

Cold Email for B2B Sales: Templates and Sequences That Work

Cold email gets declared dead every year, usually by someone selling a tool that replaces it. It isn't dead. Most of it is just bad: generic, unpersonalised, and sent to a list rather than a person.

Blog

What Does TAM Mean? Total Addressable Market, Explained

How big is your market opportunity? Learn what total addressable market (TAM) means, how to calculate it and how it works alongside SAM, SOM and your ideal customer profile to guide B2B growth.

Blog

Sales

What Is Sales Enablement? (And What It Isn’t)

Sales enablement takes more than content and training. Discover how buyer intelligence helps B2B sales teams prioritise the right accounts, improve outreach and turn buying signals into better sales conversations.