If you run a GPS tracking company, you already know the problem - your product solves real issues for fleet managers, logistics directors, and construction companies. But getting them to actually open your emails and take a meeting? That's a completely different battle.
Most GPS tracking companies either don't do cold email at all, or they do it wrong. They send generic "check out our features" emails that get ignored. Or worse, they buy cheap lead lists and spam their way to getting blacklisted.
Here's what actually works.
The Real Problem Your Prospects Are Facing
Before you write a single cold email, you need to understand what keeps your prospects up at night. It's not "I need better GPS tracking." That's what you think the problem is.
The actual problems are things like:
- Drivers going off-route and the manager having no visibility until the customer complains
- Fuel costs spiraling because nobody knows where the inefficiencies are
- Multiple disconnected systems - one for maintenance, one for dispatch, one for GPS
- Liability issues when something goes wrong and they can't prove where their vehicles were
- Losing contracts to competitors who can guarantee better service delivery times
These are the things that actually matter to a fleet manager or operations director. Not your feature list.
Building Your Lead List (The Right Way)
This is where most companies mess up immediately. They buy a generic B2B list of "fleet managers" and call it a day. Then they wonder why their reply rate is 2%.
Instead, get specific. You want to target:
- Companies with 10-100+ vehicles (small enough to move fast, large enough to have a real problem)
- Specific industries where GPS tracking is a pain point - HVAC, plumbing, delivery services, construction, logistics
- Companies that are likely growing (they'll need better systems as they scale)
- Decision makers by title - operations managers, fleet directors, logistics coordinators
Use LinkedIn Sales Navigator, Apollo, Hunter, or Clearbit to build a list of real people with real email addresses. Yes, it takes longer than buying a list. Yes, it's worth it.
Aim for 100-200 prospects per campaign to start. Test, learn, then scale.
Your Email Subject Line Matters More Than Anything
If your subject line doesn't get opened, nothing else matters. Stop trying to be clever.
The best subject lines for GPS tracking companies are:
- Questions that reference their specific problem - "Are your drivers taking longer routes than they should?"
- A referral angle - "[Mutual connection] suggested I reach out"
- Curiosity about a specific metric - "Most [industry] companies waste $X on fuel inefficiency"
- A direct ask that implies value - "Quick question about your fleet visibility"
Test 3-4 subject lines with your first batch of 50 prospects. See what gets opens. Double down on what works.
The Email Body - Keep It Short and Specific
Your email should be about 4-5 sentences. Maybe 6 if you're really trying. Nobody wants to read a wall of text from a stranger.
Here's the structure that works:
1. Quick personalization or hook - Reference something specific about their company or industry, not generic praise.
2. One problem they're experiencing - Pick the one that matters most to them. Not all five.
3. Why you're reaching out - Keep it honest. "We work with similar companies" is fine. "We've helped 50+ fleet managers reduce fuel costs" is better if it's true.
4. A small ask - Not a demo. Not a sales call. A 15-minute conversation about their specific situation. That's it.
Example:
"Hi [Name], saw that [Company] added 12 new service trucks in the last year - congrats on the growth. Quick question - with that many vehicles, how are you currently handling route optimization? We've helped similar HVAC companies cut fuel costs by 18-25% without cutting service. Worth a quick 15-min call to see if there's something that might work for you?"
That's it. No fluff. No feature dump. No CTA buttons.
Sending Frequency and Sequencing
One cold email and you're done? No. But don't spam them either.
A solid sequence looks like:
- Email 1 - Day 1 - Your initial outreach
- Email 2 - Day 5 - Light follow-up ("Just following up, might have missed this")
- Email 3 - Day 10 - Different angle or new piece of info that might matter to them
- Stop - If they haven't engaged, they're not interested right now
Space them out enough that you're not being annoying, but close enough that they remember you sent the first one.
Response Handling - This Is Where It Gets Real
If someone replies to your cold email, they're interested. Don't overthink it. Get on a call.
Objections you'll get:
- "We already use [competitor]" - "Got it. How's that working for you?" Then listen. They might be unhappy.
- "Not interested right now" - "Totally understand. Mind if I check back in six months?" Most will say yes.
- "Too expensive" - You don't know your pricing relative to theirs. Have a conversation first.
The goal of cold email isn't to close deals. It's to get a real conversation started with someone who might buy. That's it.
Expect These Numbers
If you're doing this right - solid list, good subject lines, personal emails - expect:
- 15-25% open rate
- 2-5% reply rate
- 20-30% of replies leading to actual calls
So from 100 emails, you might get 20 opens, 3 replies, and 1 call. That doesn't sound great until you realize 1 call for a GPS tracking company could turn into a $200-500/month contract.
The Honest Truth
Cold email works for GPS tracking companies. But it requires good lists, solid copy, consistent sending, and proper follow-up. It's not hard, but it's tedious, and it requires getting comfortable with rejection.
If you want to do this yourself, start small. Pick one niche, build a 100-person list, write good emails, and send them out. Track what works.
If you want someone else to handle the entire operation - building the list, writing the emails, sending them, handling replies, and booking calls - that's something we do at BEC Growth. We work with service businesses and agencies to sign clients through cold email only. We take care of everything from infrastructure to follow-up, so you don't have to.
Either way, stop waiting. Start reaching out to prospects who need what you're selling.