Most people will tell you cold outbound is dead whether it’s email, Linkedin, or Twitter. If you are going to send 1000s of emails selling your product or service with minimal personalization I can save you time now – don’t. If you want to not only avoid landing in spam (which is getting harder and harder with Google’s updated anti-spam algorithms) but also get decent conversions, you have to put a lot more effort in.
The checklist below is for you to include all the essential elements that are now MUST HAVE in a cold email. It’s no longer optional to include a reason for why you are reaching out or clearly identify a relevant problem for your lead AND make it easy for them to get value from interaction with you.
Check out our tool that can analyze your cold email and help you implement best practices
Subject Line
The subject line is your first chance to grab the recipient’s attention. It’s crucial to make it count because if the subject line doesn’t entice them, they may never open your email.
Conciseness
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- Keep it Short: Aim for 1-4 words. Short subject lines are more likely to be read, especially on mobile devices where long subjects get truncated.
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- Avoid Clutter: Eliminate unnecessary words that don’t add value. A concise subject is easier to read and understand at a glance.
Relevance
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- Make It About Them: Relate the subject line to the recipient’s interests or needs, not your own agenda. This increases the likelihood they’ll find it relevant.
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- Be Specific: Reference something particular to their industry, role, or recent achievements to show you’ve done your homework.
Curiosity and Engagement
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- Evoke Curiosity: Use language that piques interest without being vague or misleading. This encourages recipients to open the email to learn more.
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- Encourage Opening: Pose a question or mention a benefit that compels them to read further.
Spam Avoidance
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- Avoid Trigger Words: Steer clear of words like “free,” “buy now,” or excessive punctuation, as these can trigger spam filters.
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- Test Deliverability: Use tools to check if your subject line might be flagged by spam filters. Ensuring deliverability is key to your email being seen.
Examples of Good Subject Lines:
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- “Idea to boost [Company]’s efficiency”
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- “Quick question about your recent project”
How to Implement:
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- Brainstorm Multiple Options: Write several subject lines and choose the best one.
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- Use A/B Testing: Tools like Woodpecker allow you to test different subject lines to see which performs better.
Trigger: Reason for Reaching Out
Providing a clear reason for your outreach helps the recipient understand why your email is relevant to them, increasing the chances of engagement.
Clear Relevance
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- State the Reason Early: Begin by explaining why you’re reaching out to them specifically. This shows respect for their time.
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- Show You’ve Done Your Homework: Mention a recent event, achievement, or challenge related to them or their company.
Avoid Overused Tactics
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- Be Genuine: Avoid clichés like “I saw you viewed my LinkedIn profile,” which can seem insincere.
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- Stand Out: Use a trigger that’s unique and relevant, such as a mutual connection or a specific business development.
Example of a Good Trigger:
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- “I noticed your company recently launched a new product line in eco-friendly packaging…”
How to Implement:
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- Use Trigger Tools: Platforms like Trigify can help you monitor prospects’ activities, such as LinkedIn posts, to find genuine triggers.
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- Identify Website Visitors: Tools like RB2B allow you to see who has visited your website, giving you a valid reason to reach out.
Personalization
Personalization shows the recipient that you’ve taken the time to understand them, making your email more engaging and less likely to be ignored.
Customized Opening
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- Reference Their Work: Mention something specific about their company or recent activities to show you’ve done your research.
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- Avoid Generic Flattery: Be sincere and specific rather than using overused compliments.
Prospect-Centered Focus
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- Focus on Their Needs: Address their challenges or goals directly.
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- Show Empathy: Demonstrate understanding of their situation or industry.
Relevance of Problem
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- Address Specific Challenges: Bring up a problem you know they’re facing.
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- Offer Insight: Provide useful information or a fresh perspective on their challenges.
Example of Personalization:
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- “After reading your interview on sustainable packaging, I thought you might be interested in how we can reduce material costs…”
How to Implement:
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- Use Data Enrichment Tools: Clay can help you gather detailed information about your prospects to personalize your outreach at scale.
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- Personalized Video Messages: Tools like Salemaker allow you to send personalized video messages, adding a unique touch to your emails.
Problem Identification
Identifying a specific problem demonstrates that you understand the recipient’s needs and can offer relevant solutions.
Specificity
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- Be Precise: Mention a particular challenge they’re likely dealing with, rather than a generic issue.
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- Avoid Generalizations: Specific problems show you’ve taken the time to understand their situation.
Recency and Relevance
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- Timeliness: Reference current issues affecting their industry or company.
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- Direct Impact: Ensure the problem directly affects them, increasing the likelihood they’ll be interested in a solution.
Clarity
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- Use Simple Language: Explain the problem in clear, jargon-free terms to ensure understanding.
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- Ensure Immediate Understanding: The recipient should grasp what you’re referring to right away without confusion.
Example of Problem Identification:
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- “Managing remote teams can make project collaboration challenging, especially when tracking progress across time zones…”
How to Implement:
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- Research Tools: Use Clay to gather insights about common industry challenges.
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- Monitoring Platforms: Trigify can help you stay updated on issues your prospects are discussing publicly.
Value Proposition and Solution
Offering a clear value proposition shows the recipient how you can help solve their problems, making them more likely to engage.
Tease the Solution
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- Hint at the Benefits: Provide enough information to pique their interest without overwhelming them with details.
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- Build Curiosity: Encourage them to reach out for more information.
Alignment with Recipient’s Needs
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- Direct Relevance: Ensure your solution addresses the specific problem you’ve identified.
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- Customize Your Offer: Tailor your proposition to fit their unique context.
Effective Use of Social Proof
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- Mention Success Stories: Briefly share case studies or testimonials relevant to them.
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- Use Credible Data: Support your claims with reliable statistics to build trust.
Benefit-Focused Messaging
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- Highlight Outcomes: Emphasize the benefits they’ll receive, not just the features of your product or service.
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- Avoid Feature Overload: Focus on how you can help them, not just what you offer.
Example of Value Proposition:
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- “Our collaboration tool helped [Similar Company] improve project efficiency by 25%, making remote teamwork seamless…”
How to Implement:
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- Data Enrichment: Use Clay to gather relevant case studies and tailor your value proposition.
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- Personalized Videos: With Salemaker, you can create personalized video pitches that showcase your solution effectively.
Call to Action (CTA)
A clear and easy-to-follow CTA guides the recipient toward the next step, increasing the likelihood of engagement.
Clear and Soft CTA
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- Make It Simple: Ask for a small commitment, like reviewing a brief case study or watching a demo video.
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- Be Specific: Clearly state what you’re asking them to do without being vague.
Ease of Action
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- Lower the Barrier: The action should require minimal time and effort.
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- Offer Flexibility: Provide options, such as replying to the email or scheduling a call at their convenience.
Avoid Overwhelming Requests
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- Don’t Demand Too Much: Avoid asking for lengthy meetings or complex actions in the initial email.
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- Focus on One Action: Keep your CTA centered on a single, clear step to prevent confusion.
Example of a Soft CTA:
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- “Would you be open to a quick 5-minute call to see if this could help your team?”
How to Implement:
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- Interactive Content: Use Salemaker to send a personalized video, making it easier for them to engage.
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- Scheduling Tools: Include a link to a scheduling tool for them to pick a convenient time without back-and-forth emails.
Tone and Language
The tone of your email affects how the recipient perceives you and your message.
Conversational Style
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- Be Natural: Write as if you’re speaking to a colleague, which makes the email more approachable.
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- Avoid Excessive Formality: Being too stiff can make your email seem impersonal.
Clarity and Simplicity
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- Use Plain Language: Keep sentences short and straightforward to ensure your message is understood.
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- Avoid Jargon: Technical terms can confuse or alienate the reader.
Elimination of Fluff
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- Be Direct: Get to the point without unnecessary filler words.
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- Cut Fillers: Remove phrases that don’t add value, keeping the email concise.
Example of Appropriate Tone:
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- “I thought you might find this helpful based on your recent expansion…”
How to Implement:
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- Read Aloud Test: Read your email out loud to see if it sounds natural.
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- Simplicity Tools: Use apps like Hemingway Editor to simplify your language and improve readability.
Length and Format
A well-formatted and concise email is more likely to be read and elicit a response.
Conciseness
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- Keep It Brief: Aim for under 150 words to respect the recipient’s time.
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- Prioritize Information: Include only essential details that contribute to your message.
Mobile-Friendly Formatting
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- Easy to Read: Use short paragraphs and bullet points when appropriate.
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- Ensure Readability: Preview your email on mobile devices to check formatting.
Scannable Structure
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- Use White Space: Break up text to make it visually appealing and easier to digest.
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- Highlight Key Points: Use bold or italics sparingly to draw attention to important information.
Example of Good Formatting:
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- Use 2-3 sentence paragraphs and include line breaks between sections.
How to Implement:
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- Email Templates: Use professional email templates that are mobile-responsive.
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- Formatting Tools: Utilize email clients or tools that allow you to preview formatting on different devices.
Avoiding Common Mistakes
Avoiding common pitfalls can significantly improve your email’s effectiveness and deliverability.
No Hard Sell
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- Avoid Aggressiveness: Don’t push for a sale immediately; it can be off-putting.
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- Build a Relationship: Focus on starting a conversation and establishing trust.
Spam Avoidance
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- Steer Clear of Spam Triggers: Avoid spammy words, excessive links, and attachments.
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- Don’t Use Attachments: Attachments can trigger spam filters and may not be trusted by recipients.
Authentic Personalization
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- Avoid Generic Tactics: Don’t rely on overused personalization methods that seem insincere.
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- Be Genuine: Show real interest by referencing specific details about the recipient.
How to Implement:
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- Email Testing Tools: Use spam checker tools to ensure your email won’t be flagged.
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- Personalization Platforms: Leverage tools like Clay for genuine personalization.
Email Deliverability
Ensuring your email reaches the recipient’s inbox is crucial for engagement.
Sender Reputation
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- Use a Professional Email Address: Send from your company’s domain rather than a generic email provider.
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- Warm Up Your Email: Gradually increase your sending volume to build a positive sender reputation.
Clean Formatting
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- Proper HTML: If using HTML, ensure the code is clean and minimal to avoid spam filters.
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- Consider Plain Text: Plain text emails often have better deliverability rates.
Testing Before Sending
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- Use Spam Checkers: Tools like Mail-Tester can help identify issues that might send your email to spam.
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- Preview Emails: Check how your email appears on different devices and email clients.
How to Implement:
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- Email Warm-Up Services: Use services that automate the warm-up process for new email addresses.
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- Deliverability Tools: Platforms like Woodpecker can help manage deliverability.
Follow-Up Strategy
Following up thoughtfully can significantly improve your chances of getting a response.
Timely Follow-Ups
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- Wait a Few Days: Allow some time before sending a follow-up to avoid seeming pushy.
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- Be Patient: Space out your follow-ups appropriately.
Adding Value in Follow-Ups
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- Provide Additional Insights: Share relevant articles, case studies, or industry news.
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- Avoid Repetition: Ensure each follow-up offers something new rather than repeating the same message.
Limiting Number of Follow-Ups
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- Respect Their Time: Limit yourself to 2-3 follow-ups to avoid annoyance.
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- Know When to Move On: If there’s no response after several attempts, it’s acceptable to stop.
How to Implement:
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- Automated Follow-Ups: Use email automation tools that allow you to schedule follow-ups.
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- Content Resources: Prepare valuable content in advance to share in your follow-ups.
Legal Compliance
Staying compliant with email regulations protects your reputation and avoids legal issues.
Understanding Email Regulations
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- Know the Laws: Familiarize yourself with laws like CAN-SPAM (USA) or GDPR (EU).
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- Obtain Consent Where Required: Ensure you have the right to email the recipient, especially in regions with strict laws.
Providing Opt-Out Options
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- Include Unsubscribe Options: Even in cold emails, it’s good practice to allow opt-outs.
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- Honor Requests Promptly: Immediately remove contacts who wish to unsubscribe.
How to Implement:
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- Email Compliance Tools: Use platforms that automatically include unsubscribe links and manage opt-outs.
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- Stay Informed: Regularly update your knowledge of email marketing laws in the regions you operate.
Metrics and Tracking
Monitoring your email performance helps you refine your strategy and improve results.
Monitoring Open Rates
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- Track Engagement: Use email tracking to see how many recipients open your emails.
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- Analyze Trends: Identify which subject lines or send times to yield better open rates.
Tracking Responses
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- Measure Reply Rates: Monitor how many recipients respond to your emails.
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- Assess Quality: Evaluate the nature of responses to understand engagement levels.
A/B Testing for Optimization
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- Test Variations: Experiment with different elements like subject lines, CTAs, or email content.
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- Use Data to Improve: Adjust your approach based on what the data tells you.
How to Implement:
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- Analytics Tools: Platforms like Woodpecker provide in-depth analytics for your email campaigns.
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- Continuous Improvement: Regularly review your metrics and make data-driven decisions.