What are cold emails used for in sales?

Cold emails are primarily used in sales to initiate contact with previously unengaged potential customers. This method allows sales professionals to reach out to individuals or businesses that have not had prior interactions with the company. The objective is to introduce new products or services, generate interest, and begin a relationship that could eventually lead to a sale.

By targeting potential customers who are not already in the sales pipeline, cold emails can effectively open doors to new opportunities. This strategy often involves crafting messages that capture the recipient's attention and demonstrate the value of what is being offered, aiming to pique their interest enough to warrant a response or a follow-up conversation.

The other options focus on different aspects of the sales process that involve existing relationships or past interactions. Following up on previous contacts involves established communication, introducing products to existing customers pertains to relationship management, and soliciting feedback is typically a post-sale activity. Hence, these do not align with the core function of cold emails, which is to reach out to new prospects.