Cold emails are losing power. Podcasts are building trust
- Laura Malpeli
- Jan 15
- 2 min read
Cold emailing has long been a popular strategy—not only for sales, but also for networking and public relations.
It’s an effective way to acquire clients and grow your business. However, it’s been over three decades since cold emailing was introduced, and the landscape has changed significantly. Let us show you how.
Backlinko conducted research on cold emails in 2019, and here’s what they found:
Only 8.5% of emails receive a response
Cold outreach emails with long subject lines have a 24.6% higher average response rate
Certain types of outreach get higher response rates, particularly messages related to guest posting, roundups, and link building
Wednesday is the “best” day to send outreach emails, while Saturday is the worst
Even though we’ve just shared a few tips to improve your cold emailing, pay close attention to the first point: only 8.5% of emails receive a response.
And that was back in 2019. The data hasn’t improved much since then.
Belkins.io also conducted research last year on cold emailing, and here’s what they found:
Average reply rates dipped to 5.8% (down from 6.8% in 2023)
Open rates initially rose to 46% in early 2024 but then dropped to 31–32% before tracking stopped mid-year
Smaller campaigns, targeting fewer than 100 recipients per campaign, achieved the best reply rate at 5.5%
Thursday is now the top-performing day, with a 6.87% reply rate, while Monday lags behind at 5.29%
In a nutshell, the effectiveness of cold email campaigns has been steadily declining over the past few years.
So what do podcasts have to do with all this?
We already know that certain types of outreach perform better than others—especially those related to guest appearances, collaborations, and content-based relationships.
And this is where podcasts shine.
We’ll be straight with you: podcasts build trust, and trust is a decisive factor in financial success.
Podcasting may not generate instant revenue (because, well—it’s a podcast). However, podcasts are a powerful top-of-funnel activity.
In today’s climate, podcasts are an effective tool to attract audiences, build communities, and establish long-term trust. They offer a unique platform for brands (or CEOs) to connect with their audiences on a personal level, share their stories—and storytelling is fundamental to selling—offer insights, and ultimately make brand communication more human.
Companies like Staffbase and Trader Joe’s produce podcasts that demonstrate how building community transcends traditional marketing. Their shows serve as platforms for sharing stories that resonate with listeners, ultimately boosting trust and improving financial performance.
At Graystoke, we produce high-level shows like The Jess Larsen Show on Innovation and Leadership, Bold Agendas, and Boundary Breakers. Join us and fire up your brand’s image.
Santiago Olivares Torres | Producer at Graystoke Networks
Helping leaders share their voice through podcasting.
Based in Bogotá, Colombia. Outdoor enthusiast, Abbot Elementary fan, and gamer at heart.
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