The essence of distribution is TRUST.
The essence of distribution is TRUST.
The essence of distribution is TRUST.
The essence of distribution is TRUST.
The essence of distribution is TRUST.
The essence of distribution is TRUST.
📧Cold Email Is Just Cheap Self-Congratulation
When you’re building a product, cold email outreach is just a way to make yourself feel good about “working hard on marketing.”
Recently, 9S Labs has been building custom AI booking assistants for small businesses in London. When the owner is busy, the assistant automatically replies to customers on WhatsApp and helps them complete their bookings.
The system has worked very well for our trial users. The owners love it, and, to our surprise, their customers like the AI too. They appreciate being able to book promptly and get the time slot they want.
This gave us the confidence to reach a wider market. Like many startup teams, we chose cold email, using AI to personalise each message extensively based on information about the recipient.
The results, shown in the chart, were deeply disappointing: hundreds of emails, fewer than ten demo opens, and not a single enquiry.
Looking back at the whole process, we believe the most important part of marketing is getting someone to pay attention long enough to reach that “aha” moment—and to trust that your product can solve a problem for them. Simply being seen isn’t enough.
Cold email doesn’t do that.
Especially when someone is expecting a booking enquiry or new business, opening an email and finding an advertisement can make the disappointment—and the urge to ignore it—even stronger.
I hope all builders recognise this. Marketing means more than being seen. It means holding someone’s attention until that “aha” moment and earning their trust.
Ultimately, it comes down to one word: TRUST.