Prelude: The Ultimate Cold Email Guide

This guide is a primary "how to" and it will be updated regularly as we learn new things on what works and what doesn't.

This guide is intended to provide everything you need to send cold emails that actually work.


  1. Send to right leads
  2. Craft the perfect message (cold email copywriting)
  3. Avoid spamming

Other sections:

What is cold email?

When should you send cold email?

What email providers are great for cold emails?

Should you track open rates?

Should you use free email providers?

Should you use email signatures?

Introduction: What is Cold Emailing and Why Should it be Part of Your Digital Marketing Strategy?

What is Cold Emailing?

Cold emailing is a strategic approach to digital marketing that involves sending unsolicited, often personalized emails to a targeted list of recipients who have not previously been in contact with your company. It is used to build relationships, generate leads and increase brand awareness.

While it may seem like a daunting task, cold emailing can be a highly effective way to reach new customers and grow your business. In today's digital age, where consumers are bombarded with advertising and marketing messages from all angles, cold emailing can help you cut through the noise and stand out from the crowd. With the right strategy, cold emailing can help you reach a highly targeted audience, build credibility, and establish trust with potential customers. It can also be a cost-effective way to generate leads and drive sales, especially for small businesses and startups with limited budgets. In short, cold emailing has the potential to be a powerful tool in your digital marketing arsenal.

In this article, I will go through a couple of highly impactful little things that'd make you think, "yeah, that's a no brainer". However, you'd be surprised at how often these little things are overlooked.

The first and most important step is to target the right audience. This is a critical step in all of these. Nothing, everything else will be futile if you are trying to sell children's book to a mechanic. They'd probably need a spanner or some other mechanic tool instead. I will go into details on this step below;

The next step is to craft a message that sells, this is probably what you should spend a lot of your time on. You want to craft a message that is personalized, relatable, straight to the point and not spammy.

Be sure to observe best practices, like sending a healthy volume per day, using intervals correctly, using spintax and many more tips which I will highlight later.

Let's examine these three steps in greater detail below:

Generating Leads (How to Identify Your Target Audience for a Successful Cold Email Campaign)

Lead Generation in Cold Email Outreach
Lead Generation in Cold Email Outreach

Identifying your target audience is essential for any successful campaign. Knowing who you are targeting can help you create content that resonates with the right people and ensure that your message reaches the intended recipients. It also allows you to tailor your campaigns to meet the specific needs of your target audience, increasing the effectiveness of your efforts.

Identifying your target audience requires research, analysis and a deep understanding of their needs and wants. Without a clear understanding of who your ideal customer is, your emails may end up in the wrong inbox or go unnoticed by your intended recipients.  It will be challenging to craft a message that resonates with them and drives engagement.

This section will discuss the various methods you can use to accurately identify your target audience, including tips on how to use data and analytics to better understand them, as well as strategies for creating content that appeals to them, so that your campaigns can achieve the desired results.

To ensure your campaign is effective;

-Take adequate time to research and identify your target audience before crafting your message.

-Start by outlining your product or service's key benefits and features. Then, think about who would benefit most from those features and benefits.

-Once you have a general idea of who your target audience is, dive deeper into their demographics, interests, and pain points. Create a buyer persona, which is a detailed description of your ideal customer. This persona should include demographic information such as age, gender, location, and job title, as well as their pain points, interests, and purchasing habits. This information can be gathered through market research, customer surveys, and social media analytics.

-Use tools like Google Analytics and social media analytics to gather data on your current audience and identify any patterns or trends. Additionally, consider conducting surveys or focus groups to gather more in-depth insights into your target audience's needs and preferences. By doing this research, you can create a more targeted and effective cold email campaign that speaks directly to your ideal recipients.

Once you have a clear understanding of your target audience, you can tailor your cold email campaign to their specific needs and interests, increasing the chances of a successful response.

Crafting the Perfect Subject Line & Content for an Effective Cold Email

Crafting the perfect subject line and content for  an effective cold email can be a daunting task, but with the right approach, it can lead to successful results. A well-written email can make the difference between success and failure when reaching out to potential clients or business partners. You need to create a subject line that will grab the recipient’s attention and content that will keep them engaged. The subject line and content of your email should be engaging, informative, and personalized to the recipient, to increase the chances of getting a response.

Crafting The Perfect Email Copy
Crafting The Perfect Email Copy

The subject line is the first thing that the recipient will see, so it should grab their attention and entice them to open the email. It should be short and to the point, attention-grabbing, engaging, specific, and personalized to the recipient's interests or needs. It should also clearly state the purpose of your email. Avoid using generic subject lines such as "Hi there" or "Important message" as they are often perceived as spam and could potentially end up in the spam folder, or at best, newsletter tab. Instead, use a subject line that is relevant to the recipient's industry or job role. For example, instead of using "Hello," try;

"Quick question about your marketing strategy" or

"Your recent article on AI caught my attention."

Personalizing the subject line with the recipient's name or company can also increase the likelihood of them opening the email.

Once you have the recipient's attention with a compelling subject line, the content of the email should be just as engaging. In terms of the content, it's essential to focus on the recipient's needs and how your product or service can benefit the recipient or solve their problems. Keep it clear, concise and easy to read, with a clear call to action at the end. Personalize the email by using the recipient's name and referencing their company or recent work. Avoid using overly technical language or jargon that the recipient may not understand. Keep the tone friendly and professional, and end the email with a clear call to action, such as scheduling a follow-up call or meeting or free demo.

By following these tips, you can create an effective cold email that will have a greater chance of being opened and read by your target audience. Yes, with a little bit of creativity and effort, you can craft the perfect subject line & content for an effective cold email campaign!

Tips & Best Practices on How to Reach Out With Cold Emails Without Spamming People (Do's and Don'ts of Cold Emailing)

Best Practices

In today's digital age, cold emailing has become a common method of outreach for businesses and professionals looking to connect with potential clients, partners or employees. It is a form of direct marketing, where businesses or individuals send unsolicited emails to prospects with the aim of generating interest, building relationships, and ultimately converting them into paying customers.

However, the fine line between effective outreach and spamming can often be blurry. If done incorrectly, it can have a negative impact on your brand. Sending unsolicited emails that are irrelevant or poorly written can damage your reputation and turn off potential clients from doing business with you. To ensure that your cold emails are effective and don't come off as spam or newsletters, there are certain tips and best practices you should follow. In this section, we will discuss some of these tips and best practices so that you can make sure that your cold emails are well-received by the person you're trying to reach out to. Here are some key do's and don'ts to keep in mind before hitting send on your next cold email;

  • First and foremost, do your research. Make sure you have a clear understanding of the person or company you're reaching out to, and tailor your message accordingly. This includes addressing the recipient by name, referencing their work, company or industry, and explaining why you are specifically interested in connecting with them. Take the time to review the recipient's website or social media profiles, and find ways to incorporate this information into your email. By showing that you've put in the effort to understand their business and pain points, you'll be more likely to capture their attention and establish a relationship.
  • Avoid using generic templates or sending mass emails--that could apply to anyone--to a large list of contacts. This is a surefire way to get your email deleted or marked as spam, or if you are lucky, end up in newsletter. Instead, make use of cutting edge industry tools like spintax cold email and A/B testing to ensure that each recipient receives a unique email copy.
  • A/B testing allows you to determine which email copy is performing best so you can double down in it for even better results. This not only increases deliverability, but also helps build your sender reputation, making you trustworthy in the eyes of Email Service Providers (ESPs).
  • Avoid sending mass emails from thesame mailbox. Yes, this can trigger spam filters and cause your account to get banned. Instead, you can make use of innovative industry-standard features such as 'Sender Rotation' --now available on ClosersHQ--which allows you to add multiple sender accounts for thesame campaign. This means that the task of sending to your list will be shared, and the sender accounts are automatically rotated, prioritizing the best performing ones. This prevents a single mailbox from taking the entire hit and thereby improves deliverability and open rates.
  • When cold-emailing someone, make sure to come across as friendly and engaging, yet professional from the start so that they are more likely to open the email.
  • Additionally, make sure your email is concise and easy to read. Yes, Keep it short and sweet, avoiding lengthy paragraphs or unnecessary information. People are busy and may not have the time or patience to read lengthy emails.
  • Stick to the main point you want to convey and avoid using overly technical language or too much jargon that may be unfamiliar to the recipient.  Be clear about the purpose of your email and what you are offering or asking for. If you are reaching out to someone about being a customer, ask them how they feel about that particular brand or what their experience has been with the company. If you're writing to an internship prospect, mention that position specifically and highlight why it would be a good fit for this person.
  • Make sure to highlight the benefits of your product or service and provide a clear call to action.
  • It's important to avoid certain pitfalls such as using a generic or impersonal tone, making unrealistic promises, or coming across as pushy or aggressive.
  • Lastly, make sure to proofread your email for any errors or typos before sending it.

In summary, personalized and concise emails that speak directly to the needs of the prospect are more likely to be opened and read.

By following these guidelines, you can increase your chances of success with cold emailing and build valuable connections in your industry without spamming people.


In today's information age, cold emailing can be a highly effective marketing tool, especially for businesses looking to generate leads and expand their network. However, it's important to approach this strategy with caution and tact. To ensure that your cold emails are well-received and have the desired impact, there are several do's and don'ts to keep in mind. In this article, we have elaborated on some of the best and innovative industry tips that have been proven to work. With the right approach, cold emailing will definitely be an effective way for your business to establish new relationships and close more deals.