There are merits to both methods, but a successful sales strategy will combine both. Cold emails excel at being convenient. Customers don't have to sit through a disruptive phone call. They can read their emails at their own leisure. This pro is tempered, however, by the fact that nearly 60% of cold emails are ignored as they are considered spam. Cold calling, on the other hand, gives salesmen the opportunity to flex their persuasive skills, although email has replaced phone calls as the preferred business communication method, meaning fewer people are picking up the phone.