How To Get Rich With Cold Email – Legally With Ajay Goel

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Cold email marketing, when done effectively, can be a great way for businesses to reach prospects. In this episode, Ajay Goel reveals all the techniques to legally get rich through cold emailing.

Guest: Ajay Goel is the creator and founder of GMass who has been developing email authorization software for the past 20 years. GMass is an email marketing plugin for Gmail used by entrepreneurs and sellers to send email campaigns from inside their Gmail accounts.

[00:00] In this episode, Igor is joined by Ajay Goel to discuss the pros and cons of cold emailing, the functions of GMass, the right way to send cold emails, and the future of email marketing. and more.

[01:00] What is GMass?

  • GMass is an email-sending platform that is integrated into Gmail. So using your Gmail account and using the Gmail interface, you can launch an email campaign.
  • We have a lot of cold emails using it for cold email campaigns, but then we also have some users using it for completely non-commercial purposes, not to make money.
  • This is a really cool piece of software that you put onto your Gmail account to turn your Gmail into what we would call a CRM or an autoresponder, allowing you to contact a vast majority of people, like a vast number of people, by sending them one email, rather than sending 1000 copies of the same email to a bunch of people and without having to send an email to a bunch of people and have them in the CC line. So all of a sudden you’re creating a conversation. 

[04:12] Cold email versus opt-in email setup:

  • The core difference is permission. With an opt-in email list, you’re obtaining permission from the person to email them. They’ve filled out a form, and they’ve submitted their email address to you because they want to be emailed by you.
  • Cold email marketing, on the other hand, is a permission list. So the idea is that you are finding people that you think would be good prospects for you and emailing them, and you have no pre-existing relationship with them. They have not signed up to be on your list. 

[05:04] Cold emailing or spamming?

  • Technically, cold email is spam. If you look at the definitions of spam, which have been around for 20 years, email is spam. However, it’s spam that actually works and generates sales, and it’s legal in the US.
  • Spam was legalized in the United States via the canned spam act back in 2003, I believe. And the gist of the law was that you can email anyone you want as long as you do a couple of things and provide an unsubscribe mechanism.
  • Put your postal address at the bottom of the email. The content of the email can’t be deceptive.
  • A lot of cold emailers are doing this, and they’re not placing an unsubscribe link and they’re not putting their postal address on the email because they don’t want it to look like a marketing email. They want it to look like one-to-one communication.

[07:35] Can you be prosecuted for sending cold emails?

  • In my entire experience running two different email platforms, I have never heard of a customer of ours being prosecuted because of their email practices.
  • In the US, I can’t sue you because you spammed me. The law does not allow for that.
  • What the law allows for is I can report you in the US to the FTC, the Federal Trade Commission, and then the Federal Trade Commission has to decide, okay, you’re a big enough fish to work pursuing.

[08:23] The cons of scarcity mindset:

  • If somebody says, unsubscribe me from your list, just unsubscribe them. It’s in the same sort of mindset that if you’re selling something and somebody is really unhappy, just refund them.
  • They really hold on to either a subscriber or a sale. And they sort of have the scarcity mindset.
  • I worked so hard to generate this subscriber, to generate this sale, that there won’t be another sale to follow, and therefore I should really fight for this one because I worked so hard to get it.
  • If you want to send out opt-in emails or not opt-in emails, somebody just doesn’t want to be on your list, just get rid of them. There are 8 billion people on this planet.

[15:19] How to write your cold email copy?

  • The copywriting in that email that you just talked about is very intentional. So I would venture to guess that the sender wasn’t only emailing you, but you felt like they were.
  • The tone and language of just how we sell and pitch ourselves through written communication have changed because people are getting bombarded with solicitations. And so you have to make your copywriting seem as non-solicitous as possible.
  • It’s like, making your email sound like your friend is telling you about a movie they just saw and they were telling you to go see it. That’s how your marketing emails need to sound.

[20:00] Finding success with cold emails:

  • Cold email is used mostly to book a meeting. So people that are selling not a $20 back scratcher, but a $2,000 a month SEO service, or a $2,000 a month web maintenance service, or a $2,000 a month, let’s say $200 a month HVAC maintenance package for your house.
  • Those are the people that will be successful with cold emails because you can hone in on your target customer and email them and follow up with them until they say, let’s talk.
  • The industry is changing a little bit because now the two big companies that are in charge of email, which is Google and Microsoft, are kind of seeing that pattern proliferate and they’re starting to clamp down on it a little bit.
  • So the future of being able to scale like that for sending non-opt-in emails is a little unknown right now. 

[25:20] Is email dying?

  • For the last ten years, there’s been this echoing theme amongst email industry veterans about whether email is dying.
  • The reason it’s a legitimate conversation to have is that the younger generation is using email less and less.
  • When email first started flourishing in the business workplace in the early 2000s, those people for the most part are still around. So email is still a heavily used channel.
  • When people first started using the web and email was the only option for digital communication, now there are 20 other channels.
  • There are a million different things now, but email still plays a very important part in that process in a way where it all links back to it.
  • Email is basically the epicenter of the infrastructure, of online communication infrastructure, because everything else links to it. Anything important is still done through email.
  • Younger people don’t use it as much, until there’s a point in their life when they stop being young people and they become like members of the real world, of the adult community, working for the workforce. They have to get a lease on a house, they have to talk to their bank, they need to get some paperwork done, apply for a passport, and they need to get their driver’s license renewed. So they go to the government website and they have to enter their email. So all of a sudden, at some point in their life, they start using email way more often. 
  • Emailing my list versus posting on any of my social media channels, even buying paid ads on any of the social media channels, is never as effective as sending an email. And the analytics aren’t as good either.

[40:25] Learn more about GMass:

  • GMass can make your Gmail account more efficient, and turn it into more of, like a CRM so you can follow up with people more efficiently.
  • It’s free to start, but if you want to use some of the advanced features, you’ll have to upgrade, which is exactly what I’ve done, and I’ve been really happy since.


Igor Kheifets is an amazon best-selling author of the List Building Lifestyle: Confessions of an Email Millionaire.

He’s also the host of List Building Lifestyle, the podcast for anyone who wants to make more money and have more freedom by leveraging the power of an email list

He’s widely referred to as the go-to authority on building large responsive email lists in record time.

Igor’s passionate about showing people how to live the List Building Lifestyle.