Cold lists can be extremely hard to work with. If you’re lucky enough to avoid being reported for spam, you still have to contend with high rates of opt-out attrition, and low rates of click-throughs and engagement. So, before you reach out to your cold list, warm them up.

Pretargeting uses ad retargeting to introduce your brand to your mailing list before embarking on a costly email campaign. Use your contacts email addresses to find them on social media; and enlist the help of paid LinkedIn/Twitter/Facebook ads to raise their awareness of your brand and business.