All forms of outreach hinge on one important truth: people expect solutions, and they need proof that your company offers exactly what they want. 

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Average cold email response rate is around 3-5%, which means your prospects need to see clear and consistent value in your emails. With stricter spam filters and more focus on personalized, value-driven outreach, it’s important to ditch the conventional practices and make your cold emails feel exclusive and written just for them.

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In this blog, we’ll discuss why cold email campaigns fail, how to improve deliverability and the top 10 email templates we use to close deals faster. 

Why Do Cold Emails Fail? 

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To understand what works, we need to go back and periodically analyse what failed to improve the quality of outreach. Here are some of the most common reasons why cold email campaigns fail:

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• Lack of Relevance: Personalisation doesn’t end with adding the first name or company name. Your emails need to be relevant to an issue/problem they’re currently facing for which your product/solution provides clear value. Hyperpersonalization by aligning your offer with their expectations is key in making the recipient feel valued.

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• Poor Deliverability: Emails that do not reach the inbox due to high bounce rates or spam filters will obviously not generate responses. 

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• Failure to Follow Up/Poor Follow Up: Many recipients may overlook initial emails. Strategic follow-ups can significantly increase response rates, but they should add value rather than simply repeating previous messages. 

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• Not Addressing Pain Points: Failing to connect your offering with the recipient's specific challenges can result in disengagement. Clearly communicating how you can solve their problems is essential for success.

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• Weak or Unclear CTAs: If recipients do not understand what action you want them to take, they are less likely to respond. Don’t bombard them with multiple CTAs. Have one clear CTA that guides them to take an action. 

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Also Read - Why Over 50% of B2B Outbound Campaigns Fail & How to Beat the Odds

Best Practices to Improve Cold Email Deliverability

To improve deliverability you need to start with getting the basics right. Here are some effective strategies:

• Ensure DNS records are set up correctly: Ensure you have DKIM, DMARC, SPF, and ideally a custom tracking domain (CNAME) set up. This builds trust and enhances your sender reputation, which is vital for deliverability.

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• Warm Up Your Email Account: Ensure that your accounts have been warming for at least 15 days prior to launching outbound campaigns.Gradually increase your sending volume to avoid being flagged as spam. Use tools that automate this process by mimicking natural sending patterns.

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• Verify Email Addresses: Maintain pristine email lists. Regularly clean your email list to remove invalid addresses. High bounce rates negatively impact your sender reputation and can lead to future emails being marked as spam.

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• Avoid Spam Trigger Words: Use spam checkers to avoid common trigger words in your emails. Words like "free," "urgent," and "guaranteed" can lead to your emails being filtered out.

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• Personalize Your Emails: Hyper personalise your messages to the recipient’s needs and interests. A/B testing emails with different market segments systematically can help identify what resonates best with your audience.

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• Use Spintax: Using spintax would make every email unique by randomly rotating phrases and words throughout the message. Use spintax in various parts of the email, subject lines, CTA, body copy, etc to avoid spam filters.

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• Include a Clear Call to Action (CTA): Make sure your CTA is specific, actionable, and relevant to the recipient's context. 

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10 Proven B2B Cold Email Frameworks to Improve Deliverability: 

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1. Data Backed Proposition 

Subject: [prospect_company]'s Path to [positive_outcome] – A Data-Driven Approach

Hi [prospect_name],

I came across some insights in [industry/source] showing that businesses like [prospect_company] can increase [relevant_metric] by [percentage]. Our clients at [your_company_name] have seen similar results.

Do you have 15 mins this week to discuss how these insights can translate into results for you?

Warm regards,

[Your Name]

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2. Value Proposition 

Subject: Unlocking [variable_key_benefit] for [variable_company_name]

Hi [variable_first_name],

In a market where [variable_key_market_trend], our clients at [variable_client_examples] have seen [variable_specific_results] with our [variable_product/service].

[Personalization: Reference a recent news article or achievement by their company.]

Could we find time for a short discussion?

Warm regards,

[variable_your_name]

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3. Authority and Social Proof 

Subject: [variable_high_profile_endorsement/customer] Loves [variable_your_product/service]

Hi [variable_first_name],

I noticed that [variable_company_name] is on a mission to [variable_company_mission]. 

It's impressive, much like what we've accomplished with [variable_notable_client], a story I enjoy sharing:[Insert concise case study highlight]

[Personalization: Align the case study with the prospect’s business goals.]

Could [variable_your_company] add value to [variable_company_name]?

Best,

[variable_your_name]

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4. Personalization and Customization 

Subject: [variable_first_name], your thoughts on [variable_trending_topic] in [variable_industry]?

Hi [variable_first_name],

Seeing your involvement in [variable_specific_project/initiative], I can tell that [variable_company_name] values [variable_key_value]. 

We've recently helped companies like [variable_similar_companies] with [variable_customized_solution].

[Personalization: Reference a post or an article the prospect authored.]

Would love your perspective on this. Can we connect over a call?

All the best,

[variable_your_name]

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5. Mutual Connection 

Subject: [variable_mutual_connection_name] recommended I get in touch

Hi [variable_first_name],
I had a productive conversation with [variable_mutual_connection_name] about [variable_topic_of_discussion].

Your name came up as someone to connect with regarding [variable_specific_area_of_interest].

[Personalization: Emphasize the mutual connection's professional stance or shared interests.]

What's the best number to reach you this week?

Cheers,

[variable_your_name]

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Also Read - 5 Tips to Use Psychology in Cold Emails and Improve Response Rates

6. Industry Trends Update 

Subject: [variable_season/year] trends impacting [variable_industry]

Hi [variable_first_name],

Each [variable_season/year], we see a shift in [variable_industry]. I’ve compiled recent trends that could impact your role at [variable_company_name].

[Personalization: Reference a specific market shift or technological advancement suitable to their business model.]

Let’s explore these insights to stay ahead. The best time to chat?

Warmly,

[variable_your_name]

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7. Localized Business Impact 

Subject: How [variable_local_event/trend] is affecting [variable_industry] in [variable_region]

Hi [variable_first_name],

With [variable_local_event/trend] affecting many in [variable_region], companies like [variable_company_name] are looking to adapt. 

Our local insights on [variable_product/service] have proven quite helpful.

[Personalization: Connect local issues or successes with positive outcomes provided by your product/service.]

When can we talk more about this perspective?

Best,

[variable_your_name]

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8. Keen Observer

Start with an observation, ask a question, share your solution, CTA.

Subject: [area where problem occurs]

[firstname], looks like [relevant observation].

How’re you planning [question related to problem]?

We help [role] [solution].

Simply [easy action] and we’ll [bold offer].

Curious to learn how?

Best,

[variable_your_name]

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9. Case Study Showcase Framework

Subject: [variable_case_study_company] sees [variable_result] with [variable_product/service]

Hi [variable_first_name],

Exploring what worked well for others in [variable_industry] can be enlightening. [variable_case_study_company]'s experience with our [variable_solution] led to [variable_result].

[Personalization: Relate the specific case study outcome to the prospect's potential needs or objectives.]

Could this be of interest to [variable_company_name]?

Looking forward to your thoughts,

[variable_your_name]

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10. Consultation Offer Framework

Subject: Personalized Consulting for [variable_industry] Experts at [variable_company_name]

Hi [variable_first_name],

Leading a team in [variable_industry] is challenging. Our personalized consultation for [variable_specific_function] could provide new strategies for [variable_company_name].

[Personalization: Mention a strategy or technology the prospect has shown interest in.]

I’d like to offer an initial consultation free of charge. Are you available next week?

Best wishes,

[variable_your_name]

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Tips to make your emails stand out:

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• Different ICPs have unique pain points—so your email should speak to them directly. Segment by industry and needs, then experiment with targeted social proof, and CTAs for each group.
• A single email is rarely enough. Research shows that follow-ups can boost reply rates by 40%. Include 2-3 follow-ups spaced out by 4-5 days, and ensure to add clear value with every sequence.
• People care about what’s in it for them. Highlight the end results, like saved time or increased efficiency, rather than just listing features.
• Make it scannable. Use concise copy, short sentences, and a clear text hierarchy (min. 14px font size). Your audience is busy so respect their time.
• Test to find out when your audience is most active, keeping industry habits in mind.
• Track metrics like open rates, click-throughs, and conversions. 

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With the right approach, emails become more than just messages, they’re opportunities to connect.