The truth about cold email outreach – why most of them fail and how to make yours stand out.
It’s time to talk about the big, frosty elephant in the room: Cold Emails.
You know the ones. They slide into your inbox with all the charm of a wet blanket – bland, generic, and clearly sent to about a thousand other people that same morning.
The truth is, cold emails are still one of the best ways to open doors in B2B. But, and it’s a big ‘but’, you’ve got to know how to do it right. Otherwise, you’re just another bit of digital noise clogging up someone’s Monday morning.
1. Stop Sending Novels
Nobody’s sitting there with a cup of tea, eagerly waiting to read your life story. Keep it brief, get to the point, and make it about them, not you.
Your email should answer three simple questions:
- Who are you?
- Why are you reaching out?
- What’s in it for them?
If you can’t answer those in the first few lines, you’ve already lost them.
2. Customise or Get Cut
Look, people can smell a template from a mile off. If you’re copy-pasting the same generic opener: “I hope this email finds you well…” – just stop. Right now.
Instead, do your homework. Reference something specific to their business, a recent LinkedIn post, or even a project they’ve announced. It shows you’re actually paying attention, and not just blasting out emails like it’s 2005.
3. Subject Lines Matter More Than You Think
If your subject line is dull, your email won’t even get opened. It’s that simple.
Think about what would make you click. Hint: it’s not “Quick Question” or “Follow-up”. Be bold, be direct, and most of all, be interesting.
Examples:
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“Spotted this on your LinkedIn – quick idea for you.”
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“Is [Problem X] still bugging you?”
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“Your competitors are doing this… are you?”
4. Follow Up Like You Mean It
Most sales happen after the 5th follow-up. Yep, you read that right. If you’re firing off one email and calling it a day, you’re leaving money on the table.
But here’s the trick.. follow up with value. Share a relevant article, a case study, or even a quick insight. It’s about staying relevant, not being a pest.
5. Don’t Bury the Ask
Ever read an email and think, “What do they actually want?”
Don’t make your prospects guess. If you want a call, ask for it. If you want them to check something out, link it. Make it easy, make it clear.
In Short?
Cold emails aren’t dead, they’re just done badly. A good cold email should be like a good handshake: strong, confident, and not hanging around too long.
At Shelbow, we know how to make cold outreach that actually gets a response. Because it’s not about sending more, it’s about sending better.
Need help with your outreach? We’d love to show you how it’s done.
