The End of Spray and Pray: Why Volume is Becoming a Liability
There was a time when cold emailing was purely a volume game. You uploaded a list, hit send, and waited for the math. But this method has become toxic. In the NextGen Sales Leaders Podcast, Benjamin Aaron Reed discusses exactly this phenomenon with Felipe Aranguiz from Email Bison. Aranguiz describes how the landscape changes fundamentally every three years. What we are currently experiencing is the Google Apocalypse. The major providers have drastically tightened their spam filters. Campaigns that used to achieve reply rates of 5 percent now barely reach 1 percent with identical content. The reason is not the content, but deliverability. Those who rely on mass volume today do not land in the inbox, but in digital limbo. Aranguiz, who describes himself as someone who sends spam emails that are not spam, makes it clear: We are no longer competing just with salespeople, but with Netflix and people's attention. The answer to declining rates cannot be more of the same.
