12 Cold Email Tips
Dec 12, 2024
Cold Email Tactics: Key Lessons from 2024
Cold emailing remains one of the most effective ways to reach potential customers, but the rules for success are constantly evolving. Drawing from over 1.5 million cold emails sent in 2024, here are actionable lessons to help you craft effective campaigns in 2025.
1. Keep Inbox Volume Low
To avoid triggering spam filters, limit each domain or inbox to about 30 emails per day. Use multiple domains and inboxes, scaling horizontally. Tools like Instantly or DOI simplify this process by offering pre-built setups to distribute email volume across accounts.
Pro Tip:
Warm up new domains and inboxes for three weeks before launching campaigns.
2. Track Open Rates Cautiously
While open rates have become less reliable due to Apple’s iOS updates, they still indicate email deliverability. Aim for a 40-60% open rate as a benchmark for inbox placement. Below 30%? You likely have deliverability issues.
Fix It:
Set up custom domain tracking.
Rotate domains and rewrite copy as needed.
3. Use Short Email Sequences
Three emails per sequence are optimal. Data shows diminishing returns after the first email. Focus on:
Email 1: Most important—clearly outline your offer.
Email 2: Add more context and value.
Email 3: Lower the friction for a response (e.g., offer a free resource or audit).
Why?
Long sequences risk annoying recipients and increasing spam complaints.
4. Refresh Your Target Market Regularly
Revisit your Total Addressable Market (TAM) quarterly. Reusing your list allows time for priorities or roles to shift within companies, increasing the chance of engagement during subsequent campaigns.
Example:
If your TAM is 50,000 people, give each contact a three-month gap before re-sequencing them.
5. Build Targeted ICPs with Data Waterfalls
Craft Ideal Customer Profiles (ICPs) by layering data points and triggers. For example:
Priority Signal: New company founded in the last two years.
Additional Signals: Recently funded or CEO is a first-timer.
Why It Works:
Layering enrichments ensures your outreach is relevant and tailored to specific circumstances.
6. Focus on Social Signals
LinkedIn activity, such as posts or engagements, is one of the best triggers for outreach. Reference recent posts or company activity in your email for a highly personalized approach.
Example:
"I saw your LinkedIn post about increasing SaaS retention rates—great insights! Have you considered [offer]?"
7. Split-Test Strategically
Avoid superficial testing like changing call-to-action (CTA) phrasing. Instead, test hypotheses about your audience. For instance:
Does mentioning specific pain points resonate more with CFOs than VPs of Finance?
Do case studies improve engagement?
Key Frameworks to Test:
Save time.
Save money.
Make money.
Raise status.
Help them live longer (or achieve longevity in their field).
8. Use Omni-Channel Outreach for Small TAMs
For niche markets with fewer than 20,000 prospects, adopt an omni-channel strategy:
Cold email.
Cold call.
LinkedIn messaging.
Direct mail (use sparingly due to cost).
Example Sequence:
Send a cold email.
Cold call three days later.
Follow up with LinkedIn messaging.
Use direct mail as a final touchpoint.
9. Prioritize Timely Triggers
The "new role" signal remains one of the most effective triggers. Congratulate decision-makers on their new positions and tie your offer to their likely priorities during their transition.
Example:
"Congrats on the new role! As you settle in, are you looking to streamline [specific process] at [company]?"
10. Change Value Propositions in Follow-Ups
If your first email’s value proposition doesn’t resonate, pivot in subsequent emails. For instance:
Email 1: Focus on saving money.
Email 2: Highlight time-saving benefits.
Email 3: Offer a free resource or demo.
11. Show Your Work with AI
When using AI to enrich data, always cite your sources. For instance:
"According to SimilarWeb, your site receives 50,000 visitors per month."
Why?
If data is inaccurate, prospects are more likely to blame the source than your outreach.
12. Use Case Studies and PS Lines
Case studies can significantly improve relevance. If no direct connection exists, include a brief PS line:
"PS: I saw your case study with Intercom—great work!"
Pro Tip:
Tools like Clay can automate this research, saving time.
Final Thoughts
Cold emailing is as much art as science. By focusing on precision targeting, leveraging timely triggers, and continuously iterating on your strategy, you can improve engagement and drive better results. Start applying these lessons today to supercharge your outreach efforts in 2025!