We\u2019re here to help.<\/p>\n
If you\u2019re not familiar with GMass, we\u2019re a cold email\/email marketing platform that works <\/strong>inside<\/strong><\/em>\u00a0of Gmail<\/strong>.<\/p>\n We\u2019re one of the most popular cold outreach tools<\/strong> on the market today (400,000+ users, average of 4.8\/5 stars on 9,000+ reviews in the Chrome Web Store<\/a>) \u2014 and we\u2019re particularly popular with loan and finance companies<\/strong>\u00a0looking for an easy-to-use, scalable, team-friendly solution.<\/p>\n In this article, I\u2019m going to break down the elements of what you need to look for<\/strong>\u00a0in an email platform to send your business financing cold email outreach campaigns.<\/p>\n We hope you\u2019ll choose GMass \u2014 but even if you don\u2019t, at least you\u2019ll be fully armed with the knowledge you need<\/strong>\u00a0to make your decision.<\/p>\n Here are some things to keep an eye out for when you\u2019re evaluating cold outreach platforms and making the decision on what works for you.<\/p>\n Yes, you could<\/em>\u00a0go for a complicated email app. One that requires endless training courses and learning the ins and outs of a whole new complex piece of software. Those certainly exist in the market.<\/p>\n But they\u2019re unnecessary. Based on every single business financing team I\u2019ve worked with, I can confidently say: It\u2019s overkill.<\/strong><\/p>\n And it\u2019s also prohibitive when you\u2019re trying to quickly onboard new team members<\/strong>\u00a0\u2014 or even if you go a few weeks without sending campaigns and then you<\/em>\u00a0need to try to remember how it works.<\/p>\n It\u2019s just rarely the right scenario for most business loan outreach teams<\/strong>. You want to focus on making lucrative sales \u2014 not trying to remember how to do basic things with your email software.<\/p>\n Because you really just need to send out campaigns. A lot of campaigns. And the more friction that\u2019s involved, the harder it becomes to send out the volume of emails you want<\/strong>.<\/p>\n Ultimately, you need to look for an email platform that has the right balance of the features you need without escalating complexity to accompany those features.<\/p>\n GMass works inside<\/em>\u00a0of Gmail\/Google Workspace. That makes sending a cold outreach campaign just about as simple as sending out any regular email<\/strong>.<\/p>\n Everything about the process of sending campaigns in GMass is focused on ease-of-use:<\/p>\n Again, the goal is to eliminate any friction that could slow down the email sending process. This is as frictionless as sending business financing cold outreach emails can be<\/strong>.<\/p>\n You need your emails to reach prospects\u2019 inboxes and not wind up in their spam folders<\/strong>. And the latter is certainly a risk with cold email.<\/p>\n Deliverability is challenging. And a lot of it does fall on you as a sender \u2014 your domain and IP reputation, your word choices and content, your proper targeting of good prospects.<\/p>\n But there <\/strong>are plenty of things your email service provider can do to help<\/strong>\u00a0your deliverability.<\/p>\n Make sure the email app you\u2019re evaluating isn\u2019t just promising<\/em>\u00a0high deliverability \u2014 make sure they\u2019re actually telling you what they do to help you achieve it.<\/p>\n 99% of GMass users report the best deliverability they\u2019ve ever had.<\/strong><\/p>\n And it\u2019s because GMass has an entire suite of deliverability tools<\/a><\/strong>\u00a0\u2014 many of which you won\u2019t see anywhere else \u2014 to help you reach the inbox.<\/p>\n If your emails don\u2019t wind up to the inbox, they\u2019re not going to get the job done. We\u2019re here to make sure your emails go where they\u2019re supposed to go.<\/p>\n I\u2019ve worked with several business financing groups on their outreach campaigns. And those are some of the largest campaigns we see at GMass. Usually you\u2019re casting a wide<\/em>\u00a0net.<\/p>\n When you\u2019re evaluating email platforms for sending volume, you need to look for two things:<\/p>\n Gmail itself puts sending limits on accounts (up to 500 emails per day from free gmail.com addresses, and up to 2,000 emails per day from Google Workspace addresses).<\/p>\n Many email platforms will set those numbers as your daily sending caps. That\u2019s often not enough for business financing loan teams<\/strong>.<\/p>\n GMass is one of the only email sending platforms that lets you use your own Gmail\/Google Workspace addresses and<\/em>\u00a0send virtually unlimited emails<\/a><\/strong>.<\/p>\n There are two ways to do so.<\/p>\n Plus, with GMass\u2019s Reply Project<\/a><\/strong>, you can monitor all your MultiSend inboxes in one place \u2014 then send fast replies as soon as they come in<\/strong>.<\/p>\n And best of all: GMass might be the <\/strong>only<\/strong><\/em>>\u00a0email platform that includes unlimited emails, campaigns, and contacts with every plan.<\/strong><\/p>\n We get feedback all the time from customers who were paying a small fortune every month to an email service provider \u2014 and now pay a fraction of that with GMass.<\/p>\n While I have worked with a few solo business financing and loan salespeople, most of my experience has been with teams.<\/p>\n So\u2026 since it\u2019s likely that you\u2019re working with a team, you need an email app that\u2019s ready to accommodate your team.<\/p>\n You want software that allows team members to share and collaborate<\/strong>\u00a0as needed \u2014 but also to be able to act independently<\/strong>\u00a0and send and manage their own campaigns.<\/p>\n And, much like we discussed with high-volume sending, you want software that isn\u2019t exorbitantly priced for teams<\/strong>. (Do you really want to \u201ccall for a quote\u201d on an enterprise plan when all you really want is a way for 20 people to send cold outreach emails?)<\/p>\n Most business financing groups using GMass are on our team plans.<\/p>\n GMass\u2019s team features<\/a>\u00a0include:<\/p>\n GMass\u2019s team plans are the <\/strong>most cost-effective plans<\/a><\/strong>\u00a0(at GMass, but also possibly across the entire email world).<\/p>\n With GMass\u2019s team plans, you get all<\/em>\u00a0of the features in GMass\u2019s top-level plan \u2014 and the cost-per-user gets lower and lower with the more team members you add.<\/p>\n Plus, it\u2019s all self-serve<\/strong>\u00a0\u2014 we won\u2019t make you sit on a sales call with us unless you really want one. After all, your time should be going to making<\/em>\u00a0sales, not being sold.<\/p>\n It never ceases to amaze me how many people will post in our Facebook group or on Twitter\/Reddit asking whether they should go with Mailchimp for cold email.<\/p>\n No! No you should not. Because Mailchimp isn\u2019t made for cold email \u2014 it\u2019s made strictly for opt-in email marketing. If you try to use it for cold email you\u2019ll not only be violating their terms, you\u2019ll also have rock bottom deliverability and they\u2019ll shut you down. Plus \u2014 you\u2019ll spend a lot of money along the way, because Mailchimp costs a fortune when you\u2019re sending high-volume campaigns.<\/p>\n When you\u2019re evaluating email platforms, make sure they\u2019re <\/strong>actually<\/strong><\/em>\u00a0cold email platforms<\/strong>.<\/p>\n Hint: If they allow\/require you to send through your own Gmail or Outlook account, they probably are made for cold email.<\/p>\n Bigger hint: If they don\u2019t explicitly say they\u2019re a cold outreach platform, they\u2019re probably not.<\/p>\n GMass is rare in that it does everything \u2014 it\u2019s the most versatile email platform out there.<\/p>\n Some people use GMass for cold outreach<\/a>. Some use it for email marketing<\/a>, like newsletters or promotions. Some use it for internal comms. Some use the mail merge features, say to run hiring campaigns or for college administration<\/a>. Some use it to send out wedding invitations<\/a>. Some use it for transactional emails<\/a>. Some use it just for the email tracking features<\/a>. Some use it for their personal emails.<\/p>\n But cold email is the most popular GMass use case<\/strong>, largely for the reasons I\u2019ve already described in this article, including ease and deliverability<\/strong>\u00a0(and the reasons still to come in this article).<\/p>\n So please make sure to pick a cold outreach platform for your cold outreach.<\/p>\n Personalization can be challenging when you\u2019re sending high-volume emails. However, wherever you\u2019re finding your leads \u2014 whether it\u2019s from a lead gen platform like Apollo, lists you\u2019ve acquired, or manual research \u2014 you should have some<\/em>\u00a0information about them.<\/p>\n You want an email platform that enables you to use mail merge to include the information you <\/strong>do<\/strong><\/em>\u00a0have in your messages<\/strong>.<\/p>\n It\u2019s also important that your platform has a good system for using mail merge fallbacks<\/strong>\u00a0\u2014 that is, what happens if you don\u2019t have someone\u2019s name or other info.<\/p>\n Beyond personalization, there\u2019s also spintax. That is: Being able to rotate different subject lines, words, sentences, or even paragraphs<\/strong>\u00a0from email-to-email.<\/p>\n Some cold emailers believe spintax helps avoid spam filters (though that\u2019s up for some debate, especially in the long term).<\/p>\n But regardless, spintax should be part of an A\/B (…C\/D\/X\/Y\/Z) testing system inside your email platform<\/strong>.<\/p>\n After you send part of a campaign or a whole campaign with different spun variations, your email platform should gauge which is the most effective and yields the best desired results.<\/p>\n GMass has a sophisticated mail merge system<\/a>\u00a0\u2014 but one that doesn\u2019t require a long, cumbersome process of defining fields.<\/p>\n In GMass, every column header in your Google Sheet becomes a mail merge tag<\/strong>\u00a0you can use in your messages. And you can include one as you\u2019re composing your campaign by typing a left curly brace.<\/p>\n You can even insert personalized paragraphs<\/a>, links<\/a>, images<\/a>, or attachments<\/a>\u00a0the same way you insert standard mail merge tags like someone\u2019s first name.<\/p>\n GMass also has a simple fallback system<\/strong>, where you can add default words\/phrases to use if a mail merge value is missing from a row in your spreadsheet. (If you\u2019re particularly advanced, GMass also has a conditional content option<\/a><\/strong>, where you can use If\u2026Then\u2026Else notation for some serious<\/em>\u00a0personalization and fallbacks.)<\/p>\n A\/B testing and spintax<\/a>\u00a0work differently in GMass than most other platforms. Rather than requiring you to write multiple versions of an entire email for testing, you can add spintax in-line and GMass will test it<\/strong>.<\/p>\n Then GMass can either automatically pick a winner based on your test \u2014 or spin the entire campaign and show you the results at the end (to inform your future campaigns).<\/p>\n The first message you send in a campaign doesn\u2019t always get results. (It\u2019s a shame, but I\u2019m still yet to ever see someone get a 100% reply rate.)<\/p>\n So you need an email platform that will send automated follow-ups<\/strong>\u00a0\u2014 then stop sending those follow-ups once you get your reply or click.<\/p>\n It\u2019s also ideal if you have control over when those follow-ups go out<\/strong>. You may not want a follow-up going to someone at 2:15 A.M. on a Saturday, or at 11:00 A.M. on Christmas day.<\/p>\n One more thing: It should also be easy to write those follow-ups<\/strong>.<\/p>\n I\u2019ve been working with cold emailers (and sending cold email) for a long time, and one universal truth is: No one likes writing follow-ups<\/strong>. You spend so much time perfecting your initial message\u2026 then jam out one-sentence follow-ups with little to no strategy or consideration.<\/p>\n So if it\u2019s a complicated process to create follow-ups on your email platform, it\u2019s going to be even less likely that your team set them up (or, at the very least, set them up with care).<\/p>\n We know how much cold emailers dislike writing auto follow-ups<\/a>. So we\u2019ve made it as simple as possible.<\/p>\n You can write plain text emails right in the GMass settings box to send as follow-ups<\/strong>. And those will go out in the same thread as your original message<\/strong>\u00a0\u2014 which better simulates how you\u2019d send one-on-one follow-up messages.<\/p>\n (If you want HTML auto follow-ups<\/a>, or ones that go out in their own threads with their own subject lines, you can do that too.)<\/p>\n GMass also gives you control over how many days<\/strong>\u00a0after your initial message to send each auto follow-up, and at what time of day. You can choose to <\/strong>skip sending on specific days of the week<\/a><\/strong>\u00a0or <\/strong>holidays<\/a><\/strong>. And you can end your sequences on a reply, click, reply or click<\/a>, or even open.<\/p>\n Overall, GMass has the simplest auto follow-up system to use that you\u2019ll find on any platform<\/strong>. Which is a good thing, because it means you actually will<\/em>\u00a0use auto follow-ups. And since the process is easy, you can devote your effort to writing effective follow-up messages.<\/p>\n While the features I\u2019ve covered here are universally important to business financing cold email teams (based on my experiences working with them) \u2014 everyone is also unique.<\/p>\n So there\u2019s almost certainly some feature you want and need from your email platform that I haven\u2019t covered<\/strong>\u00a0on this list.<\/p>\n My recommendation: When you\u2019re evaluating a platform, search their blog or documentation for the feature. Read up on whether they offer it or not. And if they don\u2019t, reach out to see if it\u2019s something they\u2019ve considered or they\u2019re working on.<\/p>\n There are (quite literally) hundreds of other GMass features. If I try to list them all, you won\u2019t read them.<\/p>\n So I\u2019m going to hit a few highlights that I\u2019ve seen business financing teams use in the past.<\/p>\nBusiness Financing Cold Outreach App: Table of Contents<\/h2>\n
\n
\n
8 Elements You Need in a Cold Email Platform<\/h2>\n
Easy to use<\/h3>\n
Ease of use in GMass<\/h4>\n
![\"How](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2024\/02\/image5.png\")
<\/a><\/figure>\n\n
High deliverability<\/h3>\n
High deliverability in GMass<\/h4>\n
![\"spam-solver\"](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2021\/08\/spam-solver.gif\")
<\/a><\/p>\n\n
High volume sending<\/h3>\n
\n
High-volume sending in GMass<\/h4>\n
\n
![\"MultiSend](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2024\/02\/image1.png\")
<\/a><\/figure>\nTeam management and sharing in GMass<\/h4>\n
\n
![\"The](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2024\/02\/image3.png\")
<\/a><\/figure>\nActually made for cold email<\/h3>\n
Yes, GMass is a cold outreach platform<\/h4>\n
Mail merge personalization and spintax<\/h3>\n
Mail merge personalization, spintax, and A\/B testing in GMass<\/h4>\n
![\"Using](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2024\/02\/image2.png\")
<\/a><\/figure>\nAutomated follow-ups<\/h3>\n
Auto follow-ups in GMass<\/h4>\n
![\"Setting](\"https:\/\/www.gmass.co\/blog\/wp-content\/uploads\/2024\/02\/image6.png\")
<\/a><\/figure>\nThe other features that matter to you<\/em><\/h3>\n
Other features in GMass<\/h4>\n