SmartLead says cold emails have an average open rate of 15-25%, with a well-crafted email significantly improving response rates. In today’s competitive market, mastering cold email best practices is essential for effective outreach and building valuable business connections.
This guide explores 10 actionable best practices designed to increase open rates, boost responses, and enhance your success in cold email marketing. Whether in sales or B2B marketing, these tips can optimise your outreach efforts.
Key Takeaways
If you want to improve your email marketing strategy, here are the 10 cold email best practices you can apply:
- Research and Personalise Your Email
- Craft a Compelling Subject Line
- Keep Your Email Short and to the Point
- Use a Clear Call-to-Action
- Focus on Value, Not Selling
- Optimise for Mobile Devices
- Time Your Emails Strategically
- Avoid Spammy Words and Practices
- Follow Up, but Don’t Overdo It
- A/B Test Your Campaigns
Understanding Cold Email
Businesses send cold emails to potential prospects or customers without prior contact or a pre-existing relationship. Cold emails are commonly used in sales and marketing to initiate conversations and spark interest. Unlike warm emails targeting existing leads or contacts, cold emails aim to build new connections.
Difference from Spam
Unlike spam, which is mass-sent and often irrelevant, cold emails are:
- Highly personalised based on research about the recipient.
- Targeted and relevant, addressing a specific pain point or offering value.
- Crafted with clear intent to start a professional dialogue rather than simply promote.
Common Use Cases
- Sales: Cold emailing is vital for sales professionals to reach decision-makers and generate leads.
- Marketing: Companies use cold emails to promote products or services, introduce solutions, or share content.
- Networking: Entrepreneurs, freelancers, and job seekers leverage cold emails to connect with industry leaders, influencers, or potential collaborators.
Importance for Businesses
- Cost-effective lead generation: Cold emails allow scalable outreach without paid advertising expenses.
- Brand visibility and relationship building: Regular, thoughtful outreach builds brand awareness and trust.
- Increased sales opportunities: Following cold email best practices, businesses can craft compelling emails that boost response rates and drive sales.
- Direct access to decision-makers: Unlike social media or traditional ads, cold emails deliver personalised messages straight to an individual’s inbox.
When done right, cold email campaigns are a powerful component of a business’s growth strategy, delivering measurable returns on investment. The following sections are the top 10 best practices for cold email outreach that you can apply to your marketing strategy.
Best Practice 1: Research and Personalise Your Email
Personalisation is one of the most critical elements of successful cold emailing. Zembula reports, “Personalised emails also help open rates, seeing a 29% higher rate of opens compared to non-personalized emails.” Personalisation significantly boosts both open and response rates, as recipients are likelier to engage with emails tailored to their interests, challenges, or goals. In contrast, generic, templated emails often get ignored or marked as spam.
Importance of Personalization
Studies show that emails with personalised subject lines have a 26% higher open rate. Similarly, messages that understand the recipient’s needs are more likely to generate replies. Personalisation helps establish trust and positions the sender as someone who has invested time in understanding the prospect rather than merely pushing a sales pitch.
Effective Research Methods
To personalise emails effectively, research your prospects using the following approaches:
- LinkedIn: Learn about their professional background, current role, and recent posts or achievements.
- Company Websites and Blogs: Identify recent product launches, press releases, or leadership insights.
- Social Media Profiles: Discover interests or pain points shared on platforms like Twitter.
- Industry Publications: Gain insight into relevant challenges or trends affecting their sector.
This research helps craft relevant messages that resonate with the recipient’s unique situation.
Personalised vs. Generic Email Example
Generic Email:
Subject: Increase Your Sales!
Hi [First Name],
I’m [Your Name], offering services to help you grow your business. Let’s schedule a call to discuss this.
Personalised Email:
Subject: Congrats on [Prospect’s Recent Achievement]!
Hi [First Name],
Your team recently launched [Product/Feature], which solves [specific challenge]. At [Your Company], we’ve helped similar companies boost adoption rates by [specific result]. I’d love to explore how we can add value to your strategy. Let’s connect!
The personalised email builds rapport, references specific details, and provides value, making it far more likely to elicit a positive response.
Best Practice 2: Craft a Compelling Subject Line
Image source: WordStream
The subject line is the gateway to your email’s success. It determines whether your cold email is opened or ignored. Copy.ai reports that 47% of recipients decide whether to open an email based solely on the subject line, making it critical for boosting open rates and maximising engagement.
Why Subject Lines Are Critical
Cold emails often land in crowded inboxes where competition for attention is fierce. A subject line that stands out can significantly increase the likelihood of your email being read. Conversely, poorly crafted or generic subject lines may cause your email to be deleted or flagged as spam.
Characteristics of High-Performing Subject Lines
To create subject lines that drive higher open rates, focus on the following traits:
- Curiosity: Spark intrigue without being overly vague. Example: “Is your sales process leaving money on the table?”
- Brevity: Keep it short and to the point, ideally under 50 characters.
- Relevance: Mention specific, personalised details or topics related to the recipient’s interests. Example: “Quick question about your recent product launch”
- Actionable Words: Use verbs or phrases that create urgency. Example: “3 strategies to boost customer retention today”
Examples of Effective Subject Lines
- “How [competitor’s name] improved lead conversions by 30%”
- “Congrats on your recent feature in [publication]!”
- “Question about [specific challenge or goal]”
These examples personalise the message while appealing to curiosity or relevance.
Tips for Testing Subject Lines
- A/B Testing: Experiment with different styles to see what resonates best with your audience. Test one variable at a time, such as tone or length.
- Avoid Spam Triggers: Steer clear of words like “free,” “urgent,” or excessive punctuation marks (e.g., “!!!”).
- Preview Subject Lines: Check how they appear on mobile devices, as many recipients open emails on their phones.
A compelling subject line improves your chances of getting noticed, setting the stage for a successful cold email.
Best Practice 3: Keep Your Email Short and To the Point
Busy professionals receive hundreds of emails daily, so capturing their attention is vital. Concise messaging increases the likelihood of your cold email being read and acted upon. Boomerang reports that emails between 50 and 125 words have the highest response rates, emphasising the importance of brevity.
Why Concise Messaging Matters
A clear, short email respects the recipient’s time and demonstrates your communication ability. Overly long messages risk losing the reader’s interest, leading to lower engagement or immediate deletion. The goal is to convey your point succinctly while making it easy for the recipient to take action.
Structure for a Clear and Effective Cold Email
- Introduction: Briefly introduce yourself and establish relevance.
Example: “Hi [First Name], I’m [Your Name], helping [Industry] companies boost customer retention.” - Value Proposition: State the specific value or solution you offer.
Example: “We helped [Competitor] increase sales by 30%—I’d love to share how.” - Call to Action (CTA): End with a simple, actionable step.
Example: “Are you available for a quick chat next Tuesday?”
Examples of Concise vs. Lengthy Emails
Concise Email:
Subject: Quick question about your marketing strategy
Hi [First Name],
I noticed your recent growth in [specific area]. We specialise in increasing conversion rates for businesses like yours. Would you be open to a brief conversation next week?
Best, [Your Name]
Lengthy Email:
Subject: Let’s talk about how we can help you
Hi [First Name],
I hope you’re doing well! I wanted to introduce myself and share that we offer comprehensive solutions for growing businesses. Our services include lead generation, customer retention strategies, and more. We’ve worked with top companies in your industry and helped them achieve impressive results. I’d love to discuss how we can do the same for you. Please let me know a convenient time to talk.
Looking forward to hearing from you soon!
The concise email is more effective as it respects time, gets to the point, and ends with a clear next step.
Best Practice 4: Use a Clear Call-to-Action (CTA)
A strong call-to-action (CTA) is the cornerstone of any cold email. It provides a clear direction for the recipient and encourages them to take the next step, whether scheduling a call, downloading a resource, or replying to your email. Without a compelling CTA, your email may lack purpose, and the recipient might not know what to do next, resulting in lost opportunities.
Why a Strong CTA is Essential
A clear CTA gives recipients a reason to act immediately. Without one, even the most engaging email may not convert into a meaningful response. A strong CTA removes ambiguity, making it easier for the recipient to follow through. Studies have shown that emails with a clear CTA tend to have higher response rates and generate more meaningful engagement.
Tips for Writing Actionable CTAs
- Be Specific: Avoid vague or generic requests like “Let me know your thoughts.” Instead, offer clear, actionable next steps.
Example: “Are you available for a 15-minute call on Tuesday or Thursday at 10 AM?” - Keep It Simple: Make it easy for the recipient to act by being transparent and direct.
Example: “Click here to schedule a demo” or “Reply ‘Yes’ to set up a meeting.” - Create Urgency: Encourage prompt action by implying time sensitivity or scarcity.
Example: “Spots are limited, so please let me know by Friday” or “I’d love to chat before your next product launch.” - Focus on Value: Frame your CTA to highlight the benefit to the recipient.
Example: “Schedule a quick call to learn how we can help you improve lead generation.”
Example Phrases That Drive Action
- “Can we connect for 15 minutes to discuss this?”
- “Let me know your availability for a quick chat.”
- “Are you free this week for a 10-minute conversation?”
A strong, specific CTA drives clarity and motivates the recipient to engage, significantly improving the likelihood of a response.
Best Practice 5: Focus on Value, Not Selling
Effective cold emails prioritise offering solutions and delivering value rather than pushing a hard sales pitch. Prospects are more likely to engage with messages that address their needs, solve problems, or provide insights that help them achieve their goals. Conversely, emails that aggressively promote products or services without showing relevance are often ignored or marked as spam.
Why Value Matters More Than Selling
Building trust is essential for successful outreach. Value-driven emails demonstrate that you understand the recipient’s challenges and are genuinely interested in helping them. This approach fosters positive engagement and opens the door to further conversations. A value-centric strategy positions you as a resourceful partner rather than a salesperson looking to make a quick deal.
How to Highlight Benefits That Resonate
- Research the Prospect’s Pain Points: Personalize your message by referencing specific challenges or goals the recipient may have.
- Use Benefit-Focused Language: Instead of describing your product’s features, explain how it delivers measurable improvements.
Example: Instead of “Our software has advanced automation tools,” it says, “Our automation tools reduce manual data entry by 50%, saving your team hours each week.” - Offer Useful Insights or Tips: Share relevant advice or free resources demonstrating your expertise.
Example: “Based on your recent webinar, here’s a guide on maximising lead generation that may be useful.”
Examples of Value-Driven Messaging
- “We recently helped a company like yours increase their customer retention rate by 30%—I’d be happy to share how.”
- “I noticed your focus on [specific goal]. Here’s a resource that could help boost efficiency in that area.”
- “Would a quick call to explore cost-saving strategies for your upcoming project be helpful?”
Focusing on value builds trust, encourages engagement, and lays the foundation for a collaborative relationship rather than a one-sided sales transaction.
Best Practice 6: Optimise for Mobile Devices
Image source: WiseStamp
AudiencePoint reports that over 50% of emails are opened on mobile devices. Hence, ensuring the cold emails are mobile-friendly is critical to engagement and response rates. Emails not optimised for mobile can appear cluttered, difficult to read, or require excessive scrolling, leading recipients to abandon them immediately.
The Impact of Mobile on Email Design
Mobile screens are smaller, making concise content, clear formatting, and responsive design more critical than ever. A well-optimized mobile email improves readability and delivers a smoother user experience, increasing the likelihood of your call-to-action being noticed and acted upon.
Tips for Making Emails Mobile-Friendly
- Short Paragraphs: Use brief, easily digestible sentences and limit each paragraph to 1-2.
- Single-Column Layout: Avoid complex multi-column designs. A single-column format ensures text and images adjust correctly on smaller screens.
- Readable Font Size: To enhance readability, use a minimum font size of 14px for body text and larger for headings.
- Call-to-Action (CTA) Buttons: Make CTAs easily tappable with large buttons rather than relying on tiny text links.
- Minimal Images: Limit images and ensure they load quickly to avoid slow-loading emails on mobile networks.
Tools to Test Mobile Responsiveness
- Litmus: Offers detailed previews of how emails render on various devices.
- Email on Acid: Provides mobile-friendly testing and design optimisation insights.
- Google’s Mobile-Friendly Test: A free tool for analysing and improving mobile usability.
By designing mobile-optimized emails, you improve accessibility and create a seamless reading experience for recipients, significantly boosting your cold email’s effectiveness and response rate.
Best Practice 7: Time Your Emails Strategically
The timing of your cold email can significantly influence its open and response rates. Even a perfectly crafted message can go unnoticed if sent when your recipient is unlikely to check their inbox. Understanding the best times and days to send emails is essential for maximising engagement.
Best Days and Times for Sending Cold Emails
Image source: Salesmate
According to industry research:
- Best Days: Tuesday, Wednesday, and Thursday typically yield the highest open and response rates.
- Worst Days: Mondays (due to inbox overflow) and Fridays (as people prepare for the weekend) are less effective.
- Best Times: Mornings between 8:00 AM and 10:00 AM and early afternoons between 1:00 PM and 3:00 PM are ideal, as professionals are more likely to check and act on emails during these windows.
How Timing Affects Open and Response Rates
Sending emails when recipients are more engaged improves both visibility and responsiveness. Emails sent during off-hours may get buried under newer messages or overlooked entirely. Understanding your audience’s specific time zones or work habits can optimise timing. Consider the recipient’s local time for global outreach to avoid early-morning or late-night delivery.
Tools to Schedule Emails
- Boomerang for Gmail: Allows scheduling emails for optimal times.
- HubSpot Sales Hub: Provides data-driven recommendations for when to send emails.
- Mailshake: Automates follow-ups and offers analytics to refine your timing strategy.
Strategically timing your emails enhances their relevance and impact, helping ensure your message is read and acted upon rather than lost in the shuffle of a busy inbox.
Best Practice 8: Avoid Spammy Words and Practices
Image source: Mail250
One of the quickest ways to reduce the effectiveness of your cold email is by getting flagged as spam. Spam filters analyse emails for certain trigger words and practices that resemble unsolicited or deceptive content. Avoiding these pitfalls keeps your email out of junk folders and improves deliverability.
Common Spam Trigger Words to Avoid
Words that are overly promotional or aggressive are common spam triggers, including:
- “Free,” “Guaranteed,” “100%,” “Win,” “Limited-time offer”
- “Act now,” “Lowest price,” “Risk-free”
- Excessive use of capital letters or multiple exclamation marks (!!!)
Spam filters also flag suspicious practices like deceptive subject lines or embedding too many links.
Tips for Compliance with Email Regulations
- Follow the CAN-SPAM Act (for U.S.-based outreach):
- Include a clear “Unsubscribe” link in every email.
- Use an accurate “From” address and avoid misleading subject lines.
- GDPR Considerations (for EU-based outreach):
- Obtain consent where required and provide transparency about data usage.
- Use a Professional Domain: Avoid free email providers like Gmail or Yahoo for cold outreach; using your business domain improves credibility.
Crafting Authentic-Sounding Messages
- Personalize Content: To demonstrate genuine intent, reference the recipient’s name, role, or company.
- Be Clear and Relevant: Avoid gimmicks. Instead of “Act now to win a free trial,” try “Explore how our solution saves time for busy teams.”
- Maintain a Conversational Tone: Write as though speaking directly to the recipient, avoiding over-the-top sales language.
By avoiding spam triggers, adhering to regulations, and focusing on authenticity, you can ensure that your cold emails reach their destination and resonate with your audience.
Best Practice 9: Follow Up, Don’t Overdo It
Following up on your initial cold email is essential for increasing response rates. Many prospects are busy and may miss or overlook your first message. A well-timed, polite follow-up reminds them of your offer and keeps the conversation alive without intruding.
The Importance of Follow-Ups
Marketing Donut reports that up to 80% of sales require at least five follow-ups after the initial contact. Despite this, many senders give up after just one attempt. Following up demonstrates persistence, improving your chances of receiving a response while reinforcing your interest in building a professional relationship.
Recommended Frequency and Timing
- First Follow-Up: Send 2-3 days after your initial email.
- Subsequent Follow-Ups: Space these 4-7 days apart, depending on your prospect’s engagement level.
- Limit Your Total Follow-Ups: Generally, 3-4 follow-ups are effective. Beyond that, repeated attempts can appear as spammy or aggressive.
Examples of Polite and Persistent Follow-Ups
- First Follow-Up:
Subject line: “Just following up—any thoughts?”
“Hi [Name], I wanted to follow up on my previous email about [specific value]. I’d love to hear your thoughts or answer any questions you may have. Let me know if we can connect this week!” - Final Follow-Up:
“Hi [Name], I know you’re busy, so I’ll keep this short. I’d happily assist if [value proposition] is your priority. Please feel free to reach out whenever it’s convenient.”
By balancing persistence with politeness, you can create follow-ups that keep prospects engaged while respecting their time, increasing the likelihood of a successful outcome.
Best Practice 10: A/B Test Your Campaigns
Image source: Mailjet
A/B testing, or split testing, is crucial in optimising cold email performance. It allows you to compare different variations of your email content to determine which elements drive higher open, click-through, and response rates. By systematically testing and refining your approach, you can significantly improve the effectiveness of your cold email campaigns.
Elements to Test
- Subject Lines: Since the subject line is the first thing a recipient sees, it heavily influences open rates. Test variations that emphasise curiosity, urgency, or personalisation to see what resonates best.
- Example A: “Quick question about your marketing strategy”
- Example B: “How [Prospect’s Company] can boost conversions in 2024”
- Call-to-Action (CTA): Experiment with different CTAs to determine which drives the most responses.
- Example A: “Schedule a quick 15-minute call”
- Example B: “Would you like more details on this solution?”
- Personalisation Levels: Test different degrees of personalisation, from mentioning specific company details to including insights about the recipient’s industry or role.
- Example A: “I noticed your recent product launch…”
- Example B: “Businesses in [industry] often face [common challenge]…”
Tools for A/B Testing and Analyzing Results
- Mailshake: Automates cold email sequences and offers A/B testing for subject lines and email content.
- HubSpot: Provides comprehensive email analytics, including open and click tracking for split tests.
- Yesware: Helps test multiple variables while tracking performance metrics like engagement and reply rates.
Best Practices for A/B Testing
- Test One Variable at a Time: Changing multiple elements can make identifying what drove the results challenging.
- Use a Large Enough Sample Size: Ensure your test group is statistically significant for reliable conclusions.
- Analyse and Iterate: Apply insights from successful variations to future campaigns for continuous improvement.
A/B testing turns guesswork into data-driven decisions, enabling you to refine your outreach strategies for maximum impact.
Frequently Asked Questions
What makes a cold email different from a regular email?
A cold email is an unsolicited message sent to a recipient with whom you have no prior relationship. Unlike regular emails sent to existing contacts, cold emails aim to generate new leads, start conversations, or build connections from scratch.
How many follow-ups should I send in a cold email campaign?
Ideally, you can send 3 to 4 follow-ups. Sending too many follow-ups can be perceived as spammy, but a few polite reminders spaced over a few days or weeks can significantly improve response rates.
What are the common mistakes to avoid in cold email marketing?
- Using spammy words or deceptive subject lines
- Sending overly long or irrelevant messages
- Failing to personalise the email
- Not including a clear call-to-action (CTA)
How can I improve my cold email open rates?
Craft a compelling subject line, personalise your email, avoid spam trigger words, and ensure proper timing. Using A/B testing to refine subject lines and other elements is also highly effective.
What tools are best for managing cold email campaigns?
Some popular tools include Mailshake, HubSpot, Yesware, and Woodpecker, which offer scheduling, personalisation, follow-ups, and performance tracking features.