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General guidelines for sending cold emails
General guidelines for sending cold emails

This article provides general guidelines for preparing and sending cold emails to make your first launch as smooth as possible.

Reply Team avatar
Written by Reply Team
Updated over a week ago

Create a motivating subject line

Subject line is the first thing people see in their inbox folder. Follow simple guidelines if you want your emails to be opened:

  • Create a list of 15-20 options before choosing one. Select the most appealing and motivating subject line.

  • Use urgency to break through procrastination and get commitments.

  • Include humor upgrades to your subject line varying from “Blah!” to “Hah!”.

Use signature as a marketing tool

A properly formed email signature adds trust and weight to your emails. Use it to improve overall email outreach click rate. For more information on using email signature, read the How improve your email signature article.

Define a clearly stated purpose for your emails

Every email needs to have a clear purpose. Whatever the goal is, it should be readily apparent in your content. Use bold graphics and calls-to-action because they are 28% more efficient than text links at increasing engagement.

Measure the performance of your emails

If you don’t track your data, you can’t improve your performance. Use Reply to track your open, click-through, and response rates. You should also attach UTM tags to each of your embedded links, and use a website activity tracker to measure your subscriber’s out-of-email engagement. The more data you have to work with, the better the decisions you’ll make.

Present content in a clean, consistent and easy-to-read format

Your content needs to be original, engaging, and entertaining. Use the following tips to create good content:

  • Space out your text. Never include more than 3-4 sentences in a paragraph before beginning a new line. This makes your information easy to skim and digest.

  • Use images. Images are a great way to break up text, but keep in mind that most email clients block graphics by default. Never put vital information in an image-only format.

  • Edit. Try using a text-to-speech tool to have your content read back to you. Listen to your own writing to catch typos and fix awkward sentences.

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