Cold emailing is a powerful way to connect with people—whether it’s potential clients, business partners, or someone you’d like to learn from. But here’s the kicker: it only works if your email actually lands in the person’s inbox. If it gets flagged as spam, it’s like trying to make a new friend and having your message go straight to their junk drawer. Not exactly the best first impression, right?
In this article, we’ll break down the essentials of cold emailing so you don’t end up in the dreaded spam folder. You’ll learn what to do and what to avoid to give your emails the best chance of getting read.
Why Your Cold Email Needs to Avoid Spam Filters
Picture this: You spend time crafting the perfect email, something that’s genuine, useful, and respectful. You hit send, excited to get a reply—only to realize your email never even reached their inbox. Instead, it went to spam, where most people never look. All that effort, wasted.
This is what happens when spam filters flag your email. The email providers are just doing their job, trying to protect people from junk mail, but sometimes good emails get caught in the net. To avoid that, you need to know how spam filters work and what they look out for.
The Dos of Cold Emailing
1. Verify Your Domain (Yes, It’s Technical but Crucial)
Spam filters like to see that your email domain (that’s the part after the “@” in your email address) is legit. Setting up SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) helps email providers know you’re a real sender and not some spammy bot. Think of it as a virtual ID card for your emails—it tells providers, “Yep, I’m the real deal.”
Example: Imagine you’re hosting a party. People at the door want to make sure only the guests you invited come in. SPF and DKIM are like your guest list; they tell email servers, “This email is cool, let it through.”
2. Personalize Your Message (People Know When It’s Generic)
Nobody likes to read an email that could’ve been sent to anyone. A great way to avoid the spam label is to personalize your message. Use the person’s name, mention their company, or point out something specific about their work. This shows you’re not just blasting emails to a bunch of random people.
Example: Think about the difference between receiving a birthday card that just says, “Happy Birthday!” versus one that says, “Happy Birthday, Sam! Hope you have a blast at your favorite pizza place tonight!” One feels way more genuine, right?
3. Write a Subject Line That Sounds Human (Not Like an Ad)
Your subject line is the first thing people see, and it needs to sound like it’s from a real person, not a robot. Avoid ALL CAPS or exclamation marks. Simple, direct subject lines work best—think “Quick question about [their company’s goal]” rather than “Limited Time Offer!”
4. Warm Up Your Email Account Before Going Big
If you’re using a new email account, don’t start by sending tons of emails all at once. Instead, slowly increase the number of emails you send daily. This “warming up” period helps email providers trust your account. It’s like breaking in new shoes: a little at a time works better than going all out.
Example: Imagine you’re new at a gym. If you walk in on Day 1 and try to lift the heaviest weights, you’ll probably get hurt. But if you start small and gradually work up, you’ll build up strength safely. Warming up your email works the same way.
5. Include a Clear Way to Opt-Out (Nobody Likes to Feel Trapped)
Give people an easy way to unsubscribe from your emails. It’s not only the law in many places, but it also builds trust. A line like “If you’d rather not hear from me again, just let me know” works just fine if you want to keep it casual.
The Don’ts of Cold Emailing
1. Don’t Use Spammy Words (Like “Free” or “Money Back Guarantee”)
Certain words make spam filters go on high alert. Words like “free,” “urgent,” and “money back guarantee” might sound enticing, but they’re big red flags to spam filters. Instead, aim for straightforward, honest language that doesn’t sound too sales-y.
Example: It’s like trying to convince a friend to see a movie with you. If you keep saying, “It’s the BEST movie EVER!” they’ll probably be skeptical. A genuine recommendation like “I think you’d really enjoy it” works better.
2. Don’t Send Attachments (Especially if They Didn’t Ask)
Attachments from unknown senders can look suspicious, even if they’re completely harmless. Instead of attaching a file, share a link to where they can find the info (like on your website). Attachments in cold emails often end up getting flagged, so save them for later conversations.
3. Don’t Use a Free Email Account for Business Outreach
Emailing from a free account like Gmail or Yahoo can make you look unprofessional. It’s better to send emails from your company’s domain (like yourname@yourcompany.com). This simple step can help build trust and increase the chances of your email making it to the inbox.
Example: It’s like showing up for a business meeting in pajamas instead of a suit. Even if what you’re saying is great, people might not take you seriously.
4. Don’t Overdo It with Links and Images
Cold emails should be simple. If you’re packing in too many links and images, spam filters may see it as a red flag. Try to keep it to one or two relevant links, and avoid images unless they’re absolutely necessary.
5. Don’t Neglect Your Email List (Clean It Regularly)
Sending emails to old, inactive addresses or people who aren’t interested anymore hurts your sender reputation. Regularly remove anyone who hasn’t engaged with your emails in a while, or who has hard-bounced (meaning their email address no longer works). This keeps your list fresh and helps your deliverability.
Wrapping It Up
Cold emailing is like introducing yourself at a networking event: it works best when you’re genuine, respectful, and prepared. By following these dos and don’ts, you’re setting yourself up for better success in reaching people’s inboxes—and ultimately, in building connections that matter.
Remember, good cold emailing isn’t about tricking the system. It’s about being thoughtful, respectful, and understanding that no one likes to feel like just another email address on a list. If you take the time to do it right, your emails will not only make it past the spam filters—they might actually get read.