Introduction
If you’re running a B2B SaaS and doing outbound, you’re likely using one of two methods: cold email or social DMs. I’ve used both extensively, and while they can each generate demos, they behave very differently. One is fast and scalable; the other is slower but warmer. The trick is knowing when to use which — and how to play to each one’s strengths.
Let’s break this down founder-to-founder, without fluff.
Cold Email: The Workhorse of Outbound
Cold email is the classic — scalable, direct, and easy to set up. You can hit hundreds of prospects in a day. But there’s a tradeoff: people don’t trust strangers in their inbox anymore.
Yes, you can control the message. You can A/B test subject lines and CTAs. You can automate a lot of it. But reply rates tend to be low unless your offer is a straight-up painkiller and your targeting is tight. Deliverability is always a wildcard. One wrong move and your domain gets flagged.
That said, when you’re validating a market, testing a new angle, or going after a big pool — email still delivers.
Social DMs: Slower, Warmer, Stickier
Now compare that to social DMs, especially on LinkedIn. This approach is more personal. You’re messaging someone who just liked a post, shared something relevant, or is clearly active. You’re not a stranger in their inbox — you’re a real person in their feed.
Social outreach doesn’t scale the same way, and you can’t just blast your pitch. You’ve got to take a second, actually look at what the person cares about, and start a conversation. It takes more time — but the response rates are way better.
This is especially powerful when you’re going after strategic accounts or selling a high-ticket product. When done right, social DM doesn’t feel like cold outreach at all. It feels like networking.
Which One Wins?
Here’s how I think about it:
- If you’re just starting and need signal fast: cold email.
- If you’re trying to close 5–10 dream accounts this quarter: social.
Email is great for volume. Social is great for connection.
The best approach? Stack them. Engage with people on social — like, comment, share — then drop them a DM. Or warm them up with social engagement before sending an email. Now your “cold” email is no longer cold.
Final Take
Cold email is efficient. Social DMs are effective. Neither is better across the board — it depends on what you’re selling and who you’re selling to.
What matters most? That you don’t treat your prospects like numbers. Whether it’s email or DM, real connection always wins.
So if you’re only doing one, consider trying the other. Or better yet, use both — strategically, and with a human touch.