Ever opened an email or DM that makes you want to hit delete before you’ve even finished the subject line? Yeah, me too. Way too often.
In fact, I got one this morning!
Uninspiring to say the least 🤓
Let’s talk about why so many cold emails fail spectacularly and what savvy marketers can do instead. Because honestly, when done right, cold outbound can be a powerful channel. When done wrong? It’s just digital pollution!!!
4 reasons emails like this give cold outbound a bad name 👇
1. It has a spammy feel to it
It’s generic, impersonal, obviously low-effort, and simply contributes to inbox fatigue! (It kinda makes me roll my eyes 👀 in boooooooredom)
We all know that feeling – another bland, template-looking email that screams “I sent this to 5,000 people today.” These emails ignore the golden rule of outbound: if it feels like mass communication, it’s already failed. Research shows that personalized subject lines alone can boost open rates significantly. Yet so many senders skip this crucial step.
2. It reveals a blatant omission of strategy
Cold outbound email strategy, to be precise. No hint of knowledge of who I am, what I care about, or why this offer might be interesting (yet alone essential) to me. Zero segmentation or list research here, it’s classic ‘spray & pray’
This approach shows you haven’t invested in understanding your audience. The data is clear: emails that reference the recipient’s company, recent achievements, or specific industry challenges see dramatically higher response rates. When you don’t bother to segment your audience based on pain points, roles, or needs, you’re essentially gambling with your time and damaging your brand with every send.
3. It lacks an ounce of creativity
There’s zero personal touch – not a single mention of a post I’ve written or anything in my LinkedIn profile – and no storytelling to spark curiosity in the sender, their company, and their offer.
As a consultant I’m always open to building my network of trusted business partners, but this email doesn’t inspire that.
The best cold emails follow frameworks like AIDA (Attention-Interest-Desire-Action) or PAS (Problem-Agitate-Solve) to engage recipients. They tell mini-stories that connect your solution to the recipient’s world.
Without this narrative bridge, you’re just another interruption in a busy day.
4. It’s clearly ignoring powerful tools for research & personalisation
Tools like LinkedIn Sales Navigator Premium, Apollo, and even simple Google searches – done at warp speed within Clay using Serper or Outscraper – make it easy to learn about prospects and personalise outreach… a knowledgeable Clay Builder could do this in seconds with the RIGHT BRIEF (derived from a solid GTM and Outbound strategy of course!).
But here, no evidence that data or insights were used to craft this message. In a world where personalisation tools are abundant and accessible, generic outreach isn’t just ineffective – it signals laziness.
The sweet spot for effective cold emails is 50-125 words of highly relevant, personalised content that demonstrates you’ve done your homework.
The shorter and more pain-point-precise, the better.
🤓 What to do instead? 🤓
1. SEGMENT YOUR AUDIENCE and research each segment
Understand their pain points in the context of the problem you solve. This is not cliché, it’s essential!
Break down your total addressable market into clear segments based on industry, role, company size, or specific challenges. Then craft tailored messages that speak directly to each segment’s unique situation.
The highest-performing campaigns I’ve seen start with meticulous segmentation and address specific pain points that resonate.
2. BE CREATIVE
Use brand-infused storytelling to craft unique, on-brand messages for your offer.
Your cold emails should reflect your brand voice and values. If you’re positioning yourself as innovative, your outreach should be innovative too!
The best outbound campaigns I’ve encountered use compelling hooks, relevant social proof, and a clear value proposition wrapped in authentic storytelling.
Remember: you’re not just sending an email – you’re starting a conversation.
3. DON’T SKIP PERSONALISATION!
Leverage tools & automation, but don’t skip personalisation.
This goes back to audience segmentation – dive deep into the pain point or challenge your product was built to solve, then FIND people whose pain it solves and HELP them solve it with your free offer.
There’s no better way to show your audience you can help them than by actually HELPING THEM!! Open with a reference to their recent content, company news, or a shared connection. Show that your outreach is intentional, not automated. Follow up thoughtfully with a sequence of 3-5 emails, increasing value and decreasing ask with each touch.
The bottom line? Effective cold outbound isn’t about volume – it’s about relevance, value, and respect for the recipient’s time. When done right, it cuts through the noise because it doesn’t feel like noise.
Developing a thoughtful cold outbound email strategy isn’t just about avoiding common pitfalls—it’s about creating meaningful connections that respect your recipient’s time and intelligence.
When you focus on segmentation, creativity, and genuine personalisation, you transform cold outreach from an annoyance into a valuable business development channel.
What are your tips for sending personalised, relevant cold emails that build brand & drive action?
Need help with your cold outbound email strategy? Book a discovery call.
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