Why Small Businesses Actually Respond to Email

I had a call last month with a guy who runs a local HVAC company.

He told me he gets maybe 10 DMs a week on Instagram, ignores all of them, but checks his email religiously because that's where actual business happens. Invoices, supplier updates, customer questions, everything runs through email.

That's when it clicked for me. Small business owners don't see email as social media. They see it as work infrastructure.

When you send a cold email, you're not competing with entertainment or distractions. You're in the same place as their accountant, their vendors, their actual business operations. That context matters.

And because they're already in work mode when they're checking email, they're more likely to engage with something that could help their business. It's not about tricking anyone. It's just about showing up in the right place.

Booking appointments and closing them, that's the whole business.

Cold email puts you in front of people who are already thinking about work.

Everything else is just harder.

If you got any q's about it put them in the comments or dm.

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