5 Cold Email Marketing Tips to Improve Your Results

Love it or hate it, cold emailing is an essential and legitimate lead generation  avenue for your business.

Cold emailing can be one of the most effective ways of B2B lead generation if carried out correctly.

However, the cold emailing method is disliked by many business professionals but the fact is that everybody needs it, regardless of their preference.

Cold emailing can be the best way to start communication with potential clients, making them aware of your brand and getting a foot in the door. But before you contact your target(s), make sure you’re hitting the right prospect profile.

Cold calling can also be an equally direct way to start business communication with new clients. But because of its intrusive nature it’s not welcomed by the customers and as a result, can often be awkward for sales professionals too.

Cold email is less advancing and the audience receiver has their own choice of time they wish to revert back and that could be anytime.

Let’s first find out the advantages and disadvantages of cold email marketing and then we will proceed to the tips required to improve the result.


  • Comparatively cheaper – emailing doesn’t require substantial costs
  • Time efficient – automation
  • Potential be able to contact 100s of customers at the same time
  • Less annoying and less intrusive than calling
  • Due to its time efficiency and optimization, it’s easy to scale up
  • More appealing because of the visualization


  • Wait for the feedback and the response since it’s up to them how frequently they check their emails. Also, follow-ups are required to be sent until one receives their response.
  • Since emails sent should be well-designed and error-free, automation tools are required for the same and that could be of high cost.
  • Requires good writing skills
  • There could be technical hurdles like spamming, blacklisting etc.


  1. Research your user persona before your pitch

Before you wish to gift somebody a shirt or T-shirt, you research and get to know their size. Similarly, before you pitch or try to contact your prospect by email it’s necessary to research about them. At least, you should know if they are interested in the kind of products or services you offer.

The very first and most obvious reason why most cold email campaigns fail is that either the audience is not well targeted or the user persona is unknown.

Therefore, to make your cold email campaigns work and to get the best out of it, one should undergo a better approach which would surely include researching your user persona.

Things you can research about your user persona include – social media profiles, their job title, age and gender.

  1. Add a feel of personalisation in the email

Personalisation makes your prospect feel special, provides satisfaction combined with the relevant content, makes them believe and trust in you.

It catches the attention and will be far more impactful than a generic spray of sent emails to almost anybody.

  1. Try to bring a new and interesting approach

Everyday we open our email and we have lots of unseen and unread emails lined-up as we don’t open each and every email we receive. Similarly, if you’re sending email to high-level executives, the chances of your email being opened is very small.

If you send something which they are used to, there’s no unique value to attract the attention and hence no scope of reading it and reverting back.

So the very first time you try to make contact with them, you should make sure you have already undergone a deep research process. Once they are appealed with your email, the next time, regardless of the number of emails in their inbox, they will surely take out some time for your email and will read and revert back if it’s required.

  1. Keep it short, to the point and little informal

We have always learned that while writing emails, one needs to be very formal and professional. But too much formality sometimes goes out of the frame and creates a problematic situation. It ceases the feel of personalization and makes the prospect feel if some robot is talking to them.

Also, keep your points short and get to the point quickly. Stretching out to lengthy emails are not appreciated because people, nowadays, are already running out of time and they want to get to the point. But it doesn’t mean that you eat up the essential points.

Two to three paragraphs are fine to go with. Make sure you don’t make any kind of grammar or spelling mistakes in the emails you’re sending.

  1. Be confident and Follow-up

Don’t confuse being confident with being rude. If you know that you’re bringing good, new and interesting pieces of value to your prospects then you should be very confident about that.

When you have followed all the above steps and have sent an email you are supposed to wait. After waiting for some time when you don’t get a response from the other end, you must send follow-ups to those people.

Sometimes people forget to revert back due to certain circumstances and sometimes by mistake some of them delete your email along with other emails. Sending follow-up will remind them to revert back to your emails or to those who somehow deleted your email along with other will get to open your email.

Apart from above tips, one thing that I think you must make use of when you’re cold emailing is to make use of automation tools. These automation tools help you to write error-free and provide you various email design templates. Also, they allow you to design your own email templates if you wish to. Allowing follow up to continue naturally.

Initially it will cost you, but if you have selected a quality automation tool for your business you will get fruitful results afterward.

Anthony Musker:

I am a digital marketer and content writer at Whoisvisiting.com. I implement the marketing activities including email, social and SEO  – I have various experience within sales and marketing teams, working for start-up companies and in the PR industry.