Cold Email Marketing: Everything You Need to Know to Succeed - DashClicks (2023)

The two most prevalent methods of business promotion and lead generation in digital marketing are:

A. Investing money in paid advertisements
B. Implementing inbound and content marketing

These strategies serve both purposes:

A. Creating awareness about the products and services
B. Lead generation and conversion

So, these can be used in various parts of the sales funnel.

Paid Advertising vs. Content Marketing

Both paid advertising and content marketing have their pros and cons.

Paid marketing brings quick results, whereas content marketing requires patience and time, as it drives results in the long run.

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Content marketing builds an audience that is likely to convert and become your customers in the future. Both of these strategies are successful in their domains, but they also have various cons.

If you try paid advertising, you need to have enough money to get noticeable results. On the flip side, while implementing content marketing, you need to invest time and effort.

It would help if you also had lots of patience as you would see results through content marketing in terms of conversion in a long time.

Why Do You Need to Implement Cold Email Marketing?

So, is there a way to generate quick leads, which is cost-effective as well? You can try cold email marketing, which works for many businesses and freelancers.

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Email marketing is quite common, but there is a slight difference between cold email marketing and email marketing. In email marketing, you get the opt-in form filled in by the user when they visit your website, and you get their permission to send them emails.

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The objective of email marketing is to engage users and do business with them. Whereas in cold email marketing, we send an email to a stranger without seeking their permission. Cold email marketing has the following features.

1. High Open Rate

But why would you send a cold email? There are many reasons behind it. According to a study based on the analysis of 20 million cold emails, it was found that these were quite effective. The cold emails had an open rate of 53%, and that’s a considerable number because the writer sent them to millions of people.

That is even higher than what you’d achieve through paid ads, and it’s a remarkable achievement for a marketer. Secondly, cold pitching yields results faster than any other campaign. People can get results within a week. It is even faster than inbound marketing.

The average time needed is six to nine months to drive any significant result with inbound marketing. With cold emailing, you can start doing business with your prospective client within a few days.

2. Scalable

Cold emailing is scalable. You can potentially send an unlimited number of cold emails. If you do it properly, you can add hundreds of people every day to your email list.

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With cold email marketing, you can easily reach out to as many as 1000 to 15,000 people in a day because it has endless possibilities.

3. It’s Free

The best feature of cold email marketing is that it’s mostly free. All you need is to have access to an email account. However, you may need to invest in a few tools that will make your life easier.

The biggest problem while performing cold email marketing is to find email addresses. Email Address Finder is a tool that you can use along with an Email Open Tracker. These tools can be a bit costly. However, the good news is buying these tools isn’t a must. You can very well achieve the same results by using free tools along with some manual work. However, doing it manually may be a bit time-consuming.

The Legality of Cold Email Marketing

You receive hundreds of junk emails every day that include get-rich-quick schemes and other fraudulent offers, most of which are spam. So, people confuse cold emails with spam emails which is not the case.

So, cold email marketing is not necessarily illegal. Even though spammy and illegal cold emails are commonplace, sending out cold emails is considered legal globally.

However, you should make sure that while sending cold emails, you don’t use the following:

  1. False headers
  2. Deceptive subject lines
  3. No option to opt-out or unsubscribe

There is a law against deceptive subject lines and false headers, known as the CAN-SPAM Act.

The objective of this act is to respect the privacy of the recipients and prevent businesses from cheating or deceiving them. It applies to all types of emails, even the emails sent as part of email marketing. If you comply with the CAN-SPAM Act, cold email marketing is 100% legal.

How to Make a Prospecting List?

Prospecting is the next most important thing, and you should invest a significant chunk of your time in making your prospect list because it will pay you off tremendously. The success of your email campaign will also depend on the quality and length of your email list.

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During prospecting, you develop a list of targets and contacts to send your cold emails to. The more exhaustive and targeted your email prospecting list is, the more success you’re likely to achieve with your cold email marketing campaign.

Here is the five-step process of prospecting:

  1. First, figure out what your target audience is.
  2. Then, find out the related keywords that define your target audience.
  3. Perform screening and filtering of prospects.
  4. Identify decision-makers.
  5. Find out the email addresses of the decision-makers.

A. Defining Your Target Audience

Instead of taking a general approach, you should first try to determine your target audience.

You can further filter your audience to a set of people in a particular niche or people with a certain quality or a trait, such as educational level or income.

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Coming up with the right target audience is extremely important for success in cold email marketing. Furthermore, your success rate is bound to increase with personalized emails. With general targeting, it’s not possible to personalize those emails.

B. Finding the Keywords That Define Your Audience

After defining your target audience, you should try to figure out keywords that people use to find such an audience. You can use a keyword tool such as Ubersuggest or Google Keyword Planner for this purpose. For example, if you are targeting business process outsourcing units, you can use keywords such as:

  • Business offshoring services
  • Knowledge process outsourcing centers
  • Business process outsourcing companies
  • Remote outsourcing centers

You can use your creativity and secondary information to research the most searched and popular keywords:

C. Perform Screening and Filtering Of Prospects

While screening your prospects, have a look at their websites and other features such as financial strength and business model, etc., so that you don’t end up wasting your time on an unintended audience. If their businesses are in nascent stages and cannot earn any revenue, there is little chance that they would even care about the services you offer.

D. Identify Decision-Makers and Find Their Email Addresses

The next most important step after you shortlisted the businesses you need to target is identifying the decision-makers. Usually, you can find it on the “About Us” page on the website and also in the “Team” or “Leadership” section. However, the best place to know the decision-maker is Linkedin.

A decision-maker can be an MD, CEO, CMO, CFO, or CTO, etc.

You cannot start your cold emailing campaign unless you know the correct Email address of your prospects. You can either use an email finder app or try it manually.

You can consider the following email finder apps:

Many of these apps are available as Chrome extensions and extensions of popular CRM and other digital marketing tools.

It is not difficult to use these apps. All you need to do is enter the prospect’s name and company URL, and the app will try to find the email address for you. Most of these tools offer a free trial but upto 50 free email addresses are free. For extensive use, you can buy their subscription.

If you do not want to invest in a tool or app, you can use the manual approach to try different email variations and check it on Google.

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You can see here that for an imaginary prospect Jane Doe, who works for Deloitte US, there can be different email variations.

According to the screenshot, Deloitte US uses seven other email formats, the combination with the first name’s initials and second name, i.e., [emailprotected], was used 29.8% of the time. So, you can try this variation along with two others on top, i.e., [emailprotected] and [emailprotected].

If you choose the wrong variation, don’t worry, you’ll receive mail from “MAILER-DAEMON” or a “Mail Delivery Subsystem“. You can filter such emails out later on.

How to Write Highly Effective Cold Emails?

Here is an example of a very successful email format that the sender claims had earned him $10,000+ in freelance writing income.

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To write such cold mails, you should remember the following things:

1. Personalized

The email addresses the recipient by their first name, and their company name is also referenced in the second sentence. So, the cold email has an element of personalization.

2. Highly Specific, Brief, and to the Point

The email directly talks about the reason for reaching out. So, without any fluff, it helps the prospect to decide whether to continue reading the mail or not.

3. Attention-Grabbing

The sender introduces himself and provides relevant social proof by mentioning that he has been featured in major international magazines such as Forbes and the Huffington Post, and his blog has millions of subscribers. Since he was pitching for writing projects, all of these act as attention grabbers.

4. Specify How You Can Help

The sender has specified how he could help the recipient, giving them different options to choose from. Being specific about your services also helps you write highly engaging emails.

A 5-Step Process to Write an Effective Email

Here is a 5-step process to write effective cold emails that bring quick results:

1. Tailor the Message to the Recipient

Personalization involves taking time to understand your customer and deep-diving into their mind. It is possible only through empathy mapping. So, instead of getting tone-deaf about your messaging, personalize it according to the likes and interests of the recipient.

Personalization comes with the understanding of the human mind, so it involves getting into the thinking process of an individual, what they want and what motivates them. Once you develop that “theory of mind,” your homework is done.

The purpose of your email should also be pretty straightforward, even if it sounds like seeking help. According to various studies, people feel motivated to help others when you address them as uniquely qualified. If your story makes sense, they would be more than eager to help you.

With personalization, you cut the crap and don’t talk about things that don’t make sense or are said with little or no homework.

2. Validate Yourself

When you interact with a stranger or receive an email from someone you don’t know, you have a natural curiosity to know about that person.

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Mentioning a familiar friend can help minimize that stranger feeling. If you have the authority, social status, or credibility to qualify for the quick camaraderie, say it.

Rare similarities” like a shared hometown, strange hobbies, or being part of the same group can also help you connect instantaneously and ward off that stranger feeling.

3. Help Your Audience Alleviate Their Pain

According to various studies, people tend to go overboard to get rid of pain than to acquire pleasure. So, if you have done your research about your audience’s pain points and want to offer some relief from it, explain it.

You can use social listening to know the most significant pain points of your prospects. It will simply surprise them and delight them, and in turn, they will also be willing to return the favor. Or, you can help people with something they want or connect them to someone they would like to meet.

4. Keep It Short and Actionable

Keep people’s needs and wants in mind and craft a short but power-packed email with a compelling offer. Short emails have a higher chance of being read than long and cold ones that can be annoying. Your emails should request explicit, specific action to get a higher response.

The best way to do it is to keep its tone conversational, just like someone introduces himself at a party and immediately grabs the guests’ attention.

Reading your email out loud will immensely help. It will likely be read with enthusiasm if it sounds natural, cordial, friendly, and pleasant. Ask instead of suggesting or instructing people. So, the way you talk to them matters a lot.

5. Be Appreciative, Express Gratitude and Vulnerability

Being slightly submissive and showing vulnerability is a highly effective persuasion skill. It doesn’t mean you should bow down like what people did in ancient times before majestic kings.

But, when you approach a stranger for a favor, it pays to express gratitude and a little bit of vulnerability, to make them feel that they are a good person and in a position to help someone in need. While approaching them, could you give them a feeling of power and status?


Experts warn against using a template as it can be annoying, cold, and boring. It may not have the pull required to engage the readers because it lacks personalization and often carries a formal tone. That’s why we have refrained from suggesting any template. The tips and tricks offered above will stimulate readers and help you engage with them. Cold email marketing is not really “cold” as it sounds. It all comes down to the value you offer, the personal touch in your language, friendly tone, and brevity of the content.


What is a good click rate for cold email? ›

25% or more is a good open rate for your cold email outreach campaign and if you hit over 37%, consider your campaign very successful. Your email open rates can help you set more precise and realistic goals for your future cold email outreach campaigns based on your particular industry average stats.

How to do effective cold email marketing? ›

  1. 8 Tips for Converting Leads from Cold Email Marketing. ...
  2. Nail the Email from Subject Line to Close. ...
  3. Create a Seamless Hand-off from Marketing to Sales. ...
  4. Personalize the Message. ...
  5. Know When to Hit Send. ...
  6. Rely on the Data. ...
  7. Give Potential Customers Time to Get to Know You. ...
  8. Use What You've Learned.
Jul 22, 2022

Is cold emailing illegal? ›

You're not going to get in trouble. Will some contacts request that you stop sending them emails? Absolutely, and you do have to honor those requests. But in the U.S., cold emails are legal—and cold email campaigns work.

What makes cold emails successful? ›

Let them know you understand why they're important. For instance, if you were writing someone to ask for them to appear on your podcast, add a sentence or two about how their work would resonate with your audience and why. Cold emails are most effective when they're backed by research and crafted with a personal touch.

What is the 30 30 50 rule for cold emails? ›

According to the 30/30/50 rule, a good reply rate is between 30-50% of the open rates. That means if you are sending 1000 cold emails for a campaign and 500 emails are getting opened(50%), you should get at least 150 email responses(30% of the open rate).

Is a 30% email open rate good? ›

A good email open rate should be between 17-28%, depending on the industry you're in. While knowing these numbers is a great starting point, it's worth it to look into your specific industry averages and compare your metrics with those in your specific industry.

What are the four P's of successful strategy email? ›

The four Ps are product, price, place, and promotion.

What is the secret of cold email? ›

The real secret to cold emailing is in segmentation, personalization, testing, and sheer persistence. Optimize until you get it right!

How many cold emails should I send a day? ›

The rule is to start small (10 - 20 emails per day) and gradually increase your sending volume while keeping an eye on your deliverability and reputation.

What is the best time to send a cold email? ›

According to studies, the best times to send cold emails are between 8.00 to 11.00 am in the recipient's time zone. This is because officials usually start their work day early and have more time to check their email before things get too hectic.

How do I send a cold email without spamming? ›

12 Ways to Avoid the Spam Filters When Sending Cold Emails
  1. Add Your SPF and DKIM Records. ...
  2. Keep Your Sending Volume Low. ...
  3. Warm Up Your Cold Email Inbox. ...
  4. Create a Focused and Relevant Prospect List. ...
  5. Verify Emails Before Sending to Them. ...
  6. Personalize Every Email You Send. ...
  7. Keep Your Emails Plain-Text.
Apr 8, 2023

How many emails can I send before it is considered spam? ›

How many emails can I safely send per day? If you want to ensure your emails reach their destination inboxes and stay out of spam folders, you should limit the total number of emails per day that you send to up to 200 per day for most email platforms.

Why is cold emailing so hard? ›

Cold emailing is harder than most communication for two reasons. You have no relationship with your audience yet, and you lack non-verbal feedback, so you can't modify your approach in real time. As a result, most cold emails fail.

What should not be included in cold email? ›

While doing that, it is always better to keep in mind that one does not want to get into the trap of making mistakes like boring subject line, bad opening line, bad message structure, no call to action, no personalization, no contact details, no follow up, no request for feedback, no email tracking, too many people on ...

What does a good cold email look like? ›

Hey [first name], I have a quick request. Would you be so kind as to tell me who is responsible for [insert your biggest pain point here that resonates with your ideal customer; OR insert function like “sales” or “recruiting”] and how I might get in touch with them?

What is the 4 email rule? ›

The 4 Email Rule: if an internal email chain has gone back and forth 4 times between 2 people without there being a resolution, then the rule is that you HAVE to pick up the phone and call the person to resolve the matter.

What is the rule of 5 in emails? ›

If you want to write emails that people actually read, make them no longer than five sentences. Anything more than that, and you need some other form of communication – an old-fashioned call perhaps, or a meeting.

How long is too long for a cold email? ›

How long should a cold email be? It should be short, 2-5 sentences of no more than 200 words in total. Data suggests that 50-125 words is the optimal number. That's all you need to spark someone's interest and start a conversation.

What is a good click rate? ›

The CTR Equation

Basically, it's the percentage of people who click your ad (clicks) divided by the ones who view your ad (impressions). As far as what constitutes a good click through rate, the average is around 1.91% for search and 0.35% for display. Of course, these are just averages.

What is the average CTR for email marketing? ›

Average CTR

According to MailChimp, the average email click-through rate across industries is 2.91%. Industries that had some of the highest click-through rates included Government (3.99%), Media and Publishing (4.62%), Home and Garden (3.03%), and Hobbies (5.01%).

What is a good reply rate? ›

So, what is a good survey response rate? Factors that impact this include, how engaged your customers are with your brand, and whether you're delivering surveys in a way that's easy for them. Nevertheless, a good survey response rate ranges between 5% and 30%. An excellent response rate is 50% or higher.

What are the 6 C's of strategy? ›

The six Cs of strategy include: concept, competition, connectedness, continuity, conviction, and the capacity to change. These are elements of the broad process of thinking about how a business develops its strategic depth and capacity.

What are the 5 focus areas of effective email marketing? ›

It's important to note that everything below will depend on how you use email in your business, and as always, the target audience!
  • #1 - Be Strategic and Holistic. ...
  • #2 – Create Compelling Subject Lines. ...
  • #3 – Make Your Email Content Rock! ...
  • #4 - Use Quality Control. ...
  • #5 - Optimize Deliverability.
Mar 2, 2021

What is the Triple C strategy to email? ›

Follow the three C's to make sure your emails represent you in the best possible way:
  1. Clear. Clarity is important. ...
  2. Concise. Hand-in-hand with being clear, your message also should be brief—two or three paragraphs should do it. ...
  3. Correct. Proofread not only for spelling but also for grammar and for word choice.
Mar 26, 2015

How do you make a cold email warm? ›

Strategies to Warm Up Your Cold Emails
  1. Don't Ask For Anything.
  2. Briefly Build Credibility.
  3. Use Your Best Pitch.
  4. Mention A Reason For Your Offer.
  5. Consider Your Prospects.
  6. Pitch To Plenty Of Prospects.
  7. Streamline Your Cold Emailing Process.
Jun 4, 2022

Do 44% of sales people give up after one no? ›

44% of salespeople give up after one follow-up attempt (source). 92% of salespeople give up after no sales on the 4th call.

How many emails can I send without getting blacklisted? ›

Start with a much lower number of recipients—150 to 400 leads, so you can warm up your IP addresses. If you send 10,000 emails at once and there's a high bounce rate, you'll get blacklisted when the rate goes above 10%. Sending fewer emails as you warm up the IPs will help prevent that situation.

Is 50 emails a day a lot? ›

According to a recent survey by Harris Interactive, the magic number for many an employee is 50 a day. Once they head north of that number, most say they can't keep up.

Do cold emails go to spam? ›

Sending cold emails that are irrelevant to the recipient is a sure-fire way to be reported as spam. That's why it is vitally important to nail down your ICP and choose your list carefully. So next time you receive a questionable lead from your marketing or sales leader, consider whether or not it's worth the risk.

What are the pros and cons of cold emails? ›

Cold emails have huge competition. Emails are fast and easy to send – that's an advantage but it has a downside too – pretty much anyone can send a batch of emails these days, even the spammy and badly written ones.

Should you name drop in a cold email? ›

The Delicacy of Name Dropping

2-5% of people reply with interest to a cold email. When a familiar name is dropped, it increases your chances of response by up to 468%. Just an opened email is considered a small win in the sales game. Name dropping in sales must be done delicately.

Does cold emailing work in 2023? ›

Yes, it is okay to send cold emails to business. However, when sending unsolicited emails, abide by certain rules to avoid legal penalties. For example, provide an easy opt-out method, avoid misleading subject lines, and use a valid company email address.

What is the spam email rule? ›

The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. Despite its name, the CAN-SPAM Act doesn't apply just to bulk email.

Does spam email expire? ›

The emails in Spam folders are retained for a fixed period of time after which they are permanently deleted. By default, the emails that are older than (or received before) 30 days will be automatically cleared periodically.

What are the four things to be avoided in an email? ›

10 Mistakes to Avoid When Writing an Email
  • Forgetting attachments.
  • Sending to the wrong recipient.
  • Choosing a bad subject line.
  • Using the wrong writing tone.
  • Sending at a bad time.
  • Replying to all (all the time)
  • Neglecting your signature.
  • Working with too many (bad) Fonts.
Aug 1, 2017

Should cold emails have pictures? ›

While it may be tempting to add photos and pictures, so our emails are easier to read and look nicer, it's best to leave them out. Here are some of the reasons why it's best to keep images out of your cold emails. Remember that the cold emails you send are about building relationships.

How do you say hello in a cold email? ›

Before emailing, do research and greet the person using their name and professional title (if they have one). Hi (Recipient's name), My name is (your name), and I'm contacting you to ask whether you have any current job opportunities.

What is a good reply rate for cold email? ›

Since the average response rate for cold emails is around 1%, good cold email response rates can vary greatly from around 5% for some sales emails to 20% or even over 40%. The higher, the better, of course! For instance, if your response rate is around half of your open rate, then it can be considered good.

How many lines should a cold email be? ›

Therefore, we recommend that cold emails should be 5-15 lines of text or 50-150 words. That is succinct, scannable, and strong enough to capture the 8-second attention span of readers today. You can test out longer lengths of up to 15 lines in your follow-up emails.

Is the average cold email response rate 1%? ›

Just think about this stat - the average cold email response rate is 1% while the average success rate of an email phishing attempt is 0.1%. This means that for every 100 messages sent out, only one will actually reach its intended audience.

Is a 50% open rate good for email? ›

What's a good average email open rate? Probably a lot lower than you think. In school, 50 percent means you flunked. But in the world of open rates, 50 percent is passing with soaring colors—it lands you in the A++ range.

Is a 40% email open rate good? ›

According to Campaign Monitor, a healthy email open rate can be anything from 20% - 40% (or higher). As you start your email marketing campaigns, your only competition is your previous campaign. In other words, always focus on beating your previous email open rate – not your competitor's.

How many cold emails should I send per day? ›

The rule is to start small (10 - 20 emails per day) and gradually increase your sending volume while keeping an eye on your deliverability and reputation.

What days are best to send cold emails? ›

According to various studies, Tuesday and Thursday are the best days to send cold emails, closely followed by Wednesday. Sundays are for family, and Saturdays are for fun, which means that Tuesday and Thursday are the best days for getting things done.

How long should first cold email be? ›

How long should a cold email be? It should be short, 2-5 sentences of no more than 200 words in total. Data suggests that 50-125 words is the optimal number. That's all you need to spark someone's interest and start a conversation.

Which emails should I not open? ›

Unless you specifically KNOW the sender of an e-mail, never, ever open an attachment. That includes PDFs, zip files, music and video files and anything referencing an unpaid invoice or accounting file (many hackers use this to get people in accounting departments to open e-mails).

What is the formula for click rate? ›

How click rates are calculated. To determine the click rate for an email campaign, the number of recipients who clicked is divided by the number of emails delivered (which is those sent minus those that bounced).

Is a 32% open rate good? ›

Open Rate Benchmarks

For example, according to Campaign Monitor, the average email open rate is around 15-25% while the average click-through rate is 2.5% and the average click to open rate hovers at around 20-30%.

What is a good bounce rate for email? ›

In general, 2% or less is accepted as a good email bounce rate benchmark. So, if you send 100 emails and have 2 or fewer bounces, you're good. If your bounce rate is above 2%, then you should take some action to improve it.

What are good email open and click rates? ›

A good email open rate meets the average, which is 20.94%. The results for your organization, however, will be dependent on the health of your list, the quality of your subject line, and the average benchmark for your industry.


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