Marketing shouldn't write cold email sequences. Here's why...

👇

I said this before, and I'll say it again: I love my marketers out there. And I consider myself a marketer.

But marketers have to stop writing cold emails.

Whenever I see a poorly performing sequence—the first think I ask is who wrote them.

And almost always, the marketing or demand gen team owns the email copy.

Marketing is great at 1:many —

✅ Creating inbound interest through content
✅ Capturing interest and demand
✅ Creative differentiation and positioning in the marketplace

Marketing is not great at 1:1 —

⛔️ Cold email copy
⛔️ Cold call talk tracks
⛔️ Sales conversations

So, PLEASE PLEASE let sales own sales messaging. Anything outbound related should be owned by sales with the assistance of marketing.

The image below shows the difference between a marketing and sales written cold email.

Those marketing emails will get <1% reply rates. And the sales emails can get double-digit reply rates.

Take your pick.