Primary Guidelines to Create an Effective and Success-Oriented Cold Email

Vladislav Podolyako
Jan 14, 2022
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Every type of business needs to expand its horizons to bring in revenue and improve its reputation. That is where successful marketing comes in handy. While there are countless ways to reach out to the target audience, cold emails have proved to be the most effective in the field.

However, the incoming sales emails are no longer a rarity. Thus, it takes hard work and dedication, let alone effective strategies, to get on top of the competitors. Every cold email should not only reach the primary inbox but also trigger your potential customer's attention and motivate them to proceed with opening it instead of marking it as spam or deleting it straight away.

Now, when you know these details, you may feel a little overwhelmed as to how to improve the appeal of your cold emails. Worry not! Folderly experts have compiled a detailed and precise guide that will help you improve the deliverability of the sales emails and point you in the right direction toward the ideal cold email creation.

Cold email introduction

You can't proceed with the effective tips and strategies designed to help you advertise and sell the product or service your company is good at. You need to be fully aware of what the notion of a cold email stands for. The reason why the practice is called cold emailing is that you'll be preaching to strangers who may or may not become your potential customers. The final result usually depends on the quality of the sales email sent out. The better it looks, the further down the sales funnel your prospects will move.

Many companies confuse cold emails with spam, and that's the primary mistake to avoid. Spam emails are programmed to be misleading from the start. Usually, false and tricky subject lines are used to trick a receiver into opening it. A cold email, in its turn, should contain relevant content that will attract the user's attention and help you connect. This type of email is personalized to a point to grow the bond with the consumer and keep their interest growing. The proper choice of words and the visual appeal is of crucial importance here.

For you to get an even better understanding of what the notion stands for, you may want to compare a cold email to a cold call. However, it is not that annoying and intrusive when compared to the latter. Thus, it has more chances to bring potential leads.

Has the cold emailing approach changed recently?

Cold emailing isn't a new technology, per se. The moment sales emails were brought to the table, the approach was put to use. However, in the beginning, when people weren't used to conducting businesses over the Internet and marketing their product or service was new, it was enough to send the same email to anyone, just to raise awareness about your company name.

Whether you believe it or not, but the duplicate and generic emails were sent out to each prospect's inbox without any personalization or segmentation. Yet, since the days of the first cold email campaign, a lot has changed. The more overspammed users' inboxes have got, the more annoyed the receivers have become, and the less quality leads come the company's ways.

These days, an impersonal and aggressive sales email is doomed to fail. The more individual and appealing your email is, the greater are the chances of building a two-way business relationship with the potential prospect. When you are writing a cold email, you should focus on the recipient's comfort and needs in the first place. It's not enough for your product to be of the highest quality. You should represent it in such a way that it fits the primary goals that cold leads may have set.

A professional sales team knows that the better you know your target audience's needs, the easier it will be to find the right person to preach to. Thus, aside from the personalization, there's a fair share of effective prospecting to be carried out to determine the contact information of those leads that may be initially curious about your offers.

Why do you require an effective cold email outreach strategy in 2022?

Since the approach to cold emailing has changed over the years, you may feel doubtful whether the method will remain intact when 2022 hits the stage. These are the basic reasons why you should develop a personal cold email strategy in 2022 to make your business grow.

Decreased level of intrusiveness

Every busy person would hate to be interrupted in the middle of something by your cold call. The level of annoyance may put your offer at risk because of bad timing. When you write cold emails, you don't have to worry that they will get into the inbox at the wrong time. Thus, you lose the fear of being rejected, which will add up to the success chances of your campaign. Besides, you won't face potential confrontation that will put you in the dead corner.

Improved personalization

The success of your cold email outreach campaign depends upon the level of personalization put to use. These days, it is no longer enough to refer to a prospect on a first-name basis. You need to have some more personal information at hand to craft effective and response-worthy cold email templates.

Enhanced ROI generation

The research proves that those businesses that send a personalized cold email to their prospects tend to generate enhanced ROI. If your sales team works on a successful and individual cold email template B2B outreach will reach out to 10 out 10 clients, and that's almost too good to sound true. Yet, that's what a well-composed sales email can bring in.

When should you be sending cold emails?

Now, when you know that cold email campaigns are still more than practical, it is natural to ponder when you should put those to use. There are a few cases when a well-composed cold email comes of tremendous use. They are the following:

Lead generation

Some businesses underestimate cold leads, and that is the reason why their company name remains in the shadows. When you want to increase the user base along with the potential revenue, you need to reach out to the potential customers and present the services you offer. The key here lies in the representation that coincides with the lead's needs, preferences, and possibilities.


Establishing a profitable business relationship with modern influencers is among the crucial routes to take to bring the business advertising to a whole new level. However, you need to be introduced to the influencer/s that you wish to partner with. The easiest way would be yet again via a well-written cold email.

Link building

To attract a prospect's attention, it is not enough to research one area. You need to cover all the niches available. If you have a website with an informative blog added to it, you're halfway to increasing the user base. The other half depends on successful link building. The notion stands for better-known partners linking your website and products with their content. You still require a cold email to reach the potential partner to achieve such a relationship.


A company is only as good as its employees are. To find the best prospects for recruiting is one thing, to actually get them in – a whole new level. Reaching out to the potential candidates in such a way that they are the ones to consider working for you is what cold emailing implies. The truth is that the best candidates may be currently involved with another company or project. A well-composed cold email will help them understand that working for you is a better opportunity to grow and develop.

Public advertising

You should never underestimate the potential of the press. If you have an exciting story along with the achievements in the field to share with the masses, you can reach out to various journalists and news media to cover your journey.

Market research

The better aware you are of the pain point range that your potential user base faces, the easier it will be to win their hearts. That is where market research comes into use. Sending cold emails out will help you generate the data that the competitors are utterly oblivious of.

How to compose a success-programmed cold email template?

Just before you decide to write cold emails, you should be aware that a success-oriented template requires a particular and complex approach. There are stages that your sales email should go through. Feel free to use these tips as your guide.

1. Reach out to the right person

Whether it is the prospect's company or an individual you send the sales email to, you should be certain that the message reaches the recipient. If these are individual emails, your target should be at least interested in the field of services or products that you sell.

When you reach out to a company, it's crucial that you aim at the appropriate person, the decision-maker. Otherwise, all your effort will go to waste. It may seem like too long a route to take, yet in the long run, it will pay off greatly. The better the prospect understands that you put in time and effort to compose an individual message, the more motivated they will be to respond.

2. Keep away from mass mailing

For a prospect to appreciate the value proposition that you're about to make, it helps to emphasize the individuality of your approach. These days, people get tons of marketing emails, and often they go to the trash bin without being opened. What's more, some get marked as spam, and the response may ruin your sender's reputation tremendously.

If you want to keep from making the same mistake, you shouldn't overestimate the power of a cold email template B2B businesses are so fond of. The fact is that you can still use handy templates, but each can be polished to fit a detailed user profile. All it takes is to spice the message with individually picked content such as media or links, and the prospect will spot the research you have gone through on their behalf. This comes particularly true when you are about to initiate a potentially profitable and lengthy partnership.

3. Perfect the subject line

The subject line is often underestimated when it comes to personal email communication. Yet, in the business sphere, it is of vital importance. You can treat it as the indicator of where your email will go to – trash or will trigger a follow-up reaction. There are a few things you can do to improve your subject lines. They are the following:

First-name basis

Recent research proves that personalized emails get as much as 75% the click rate when compared to impersonal, cold emails. Yet, this is a known approach, and many competitors may follow the same route. Thus, you can go a little further and add the company name to the line too.


Surely, there is a pain point in every field and industry. The better you address it, the higher will be the chances of triggering user interest. That is why another handy piece of advice would be to add a question to the subject line of your cold email.

It has been proved that once a person reads a question, the answer forms in their mind without the conscious effort involved. However, you should make the question as concise and informative as you can, without giving out all the details.


Some sales teams think that a spam test is the only type of testing that a cold email has to go through. However, A/B testing comes of great use to better understand what type of subject line sells best. The critical point here is to test one line at a time to monitor the increase or decrease in email opens and click rates.

4.    Showcase your individuality

Countless sources claim that sending a cold email is a lot easier than working on cold calling. While that may be true, there are a few things that a cold call can showcase better – your tone, attitude, mood, and things related. With written emails, you can rely on the power of words solely. That's why you should make as much use of it as possible. What does it mean, and how can you showcase your cold email for sales? There are a few components to pay attention to:


No matter how obvious it may sound, a few marketers fully realize that it is a cold email they are about to send. Yet, you don't have to make it look inhuman, robotic in a majority of ways. Dropping a few lines on your behalf will help the receiver understand the work you've done to reach out to them personally.


Surely, as a company owner or a sales team representative, you are fully aware of what you offer and what is the background of your business. Yet, a potential prospect does not need to read pages of your brand's history and achievement the moment you reach out to them. Your task is to make the message clear, concise, and readable.


It is natural to assume that when you are selling something, the cold email should contain as much information on it as possible. That is where most companies make a major mistake. 95% of the message's content should be all about the user and how your services can help them achieve the goals they aim at. You don't want to sell your product straight away. It would help to emphasize why a customer may require the exact offer.

5. Call to the action part of the email

Just as crucial a subject line may be, so is the final part of your message. You should realize that you have gone all this length to trigger a fruitful partnership. Thus, you have to indicate how easy it is to reach you. Leaving some links to follow up or asking permission to send a price list or any other relative information is a wise approach to put to use.

6. Use the email signature to your benefit

You will be surprised at how many cold emails a person may get a day. Your task here is to stand out from the rest. Thus, you can offer a user the chance to window-shop online. What does this imply? The answer is simple. You can leave the website address for a potential customer to check your services or products. You can also attach the logo of your company so that the next time the client sees it, they realize that it is you. A vital point to keep in mind is that details matter.

7. Don't forget to proofread

Despite how skilled you are at composing a subject line or a cold email introduction, the chances of making a mistake are always there. It is essential to understand that a floppy approach to such messages may give the receiver an idea that you are as floppy about everything you offer. If you are afraid you won't notice their own mistakes, you can ask a few team members to re-read the message and consider sharing their feedback and possible improvements.

8. Don't be pushy but persistent

When you write cold emails, it may seem like one message is enough for the consumer to come running your way and to beg for the offer. Yet, the sales world isn't that bright and easy to navigate through. It takes time and effort to win over every quality lead, especially if the field you represent features fierce competition. So, how should your persistent efforts look like? There are a few pieces of advice to brood upon.

Automated follow-up messages

When you are dealing with an extensive list of potential prospects, it may be quite challenging to send out follow-up emails manually. Yet, countless automated tools can do it for you. Implementing one in the process will save you additional time and ensure that all the subsequent messages enter the recipient's inbox periodically.

Re-sent emails

If the statistics show that some of your initial cold emails haven't been opened yet, it does not mean that you should cross the prospects off your list. All it takes is to re-send the message to ensure that a person is utterly uninterested in your services. Yet, try not to be overly pushy and don't spam the users with your emails nonstop.

Check your mailing lists

A person may not be using the same Gmail account for the rest of their life. Thus, some email addresses have a tendency to become inactive. So, it is an effective practice to clean the lists every now and then to eliminate the addresses that are no longer relevant.

10. Track your performance

Statistical data and proper analysis will bring your cold emailing routine to perfection. However, that won't happen overnight. You need to monitor your audience and adapt the messages to current needs and requirements.

There are cases when the cold email introduction or the subject line aren't catchy enough to make a user open the message and proceed. Thus, constant experimentation is the key to finding an ideal approach. If the message seems to be too short, you can always expand it and vice versa.

Proper analysis will give you insight into the most suitable time for the prospects to look through your emails. Depending on whether it is daytime or nighttime, or even the weekend, you can develop an appropriate strategy to trigger even better engagement.

Don't forget to check email deliverability since among the reasons why the recipients don't interact with your messages is that they don't see them. Some cold emails may go straight into the Spam folder and escape a user's attention. This happens due to various reasons. At times, the domain you are working with is blacklisted, and the sooner you spot the issue, the easier it will be to deal with the consequences.

What comes after a cold email?

It happens so that no matter what you do and how well you follow the guidelines and tips on perfecting the approach, the strategy does not bring the desired effect. In such a case, you need to come up with a practical follow-up approach.

There are cases when a prospect simply misses your email or forgets to answer it. This is a clear indicator that you shouldn't just give up but work on a follow-up campaign. The truth is that at least one follow-up email is a must when it comes to cold emailing. Yet, some businesses use three and more sales emails with a cold incline to them.

The crucial part about these messages is that they shouldn't be the exact replicas of what you have already sent. Each next mail should carry additional value. Providing the recipient with fresh bits of information would be the wisest approach.

How long a cold email do you need?

It has been mentioned that a cold email should be informative yet concise. Some companies require a precise indicator of words to be put to use. The experts point out that your email should better not exceed 200 words. You may feel amazed at what such a brief message can represent, but the statistics have it that 2-5 sentences are enough to trigger one's attention and spark interest. It is uncommon for people to read through emails that are pages long and come from a stranger. Those brands that show their appreciation for the time a person takes to read the email are always on the top.

Final words

There is much that a well-composed cold email can do for your company's well-being. Thus, it would help if you approached the matter as professionally as you could. While utter personalization of the cold email is of vital importance, you shouldn't forget about the deliverability rates. Despite the proper attitude to the message, there are conditions that will affect its deliverability. To always keep on the safe side, Folderly offers you to test your deliverability and improve the rates until it is too late! Our experts are ready to offer a helping hand whenever you may need it. All it takes is to reach out to us and share your issues!

Vladislav Podolyako
Vladislav Podolyako
Founder & CEO
Vlad’s decades of entrepreneurial wisdom and business building experience have allowed him to successfully mentor a diverse group of business owners, entrepreneurs in growing their companies. A recognized expert in the areas of transforming organizational culture and leadership development, B2B Sales, Marketing, spent more than 10 years building technology products, with a background in communication networks and electronic device engineering.

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