Cold outreach is constantly evolving, what worked last year won’t necessarily work today. Yet, many businesses rely on outdated, overused tactics that no longer get good results.
Whether it’s email, LinkedIn, or cold calling, the same mistakes keep happening: generic messaging, misleading subject lines, and a casual approach that borders on unprofessional. If you’re still using “Just following up” or “Thoughts?” as your subject line, you’ve already lost your prospect’s trust.
To make cold outreach actually work, you need to be sincere, direct, and clear on your intentions. In this guide, we’ll break down:
The two different types of cold messaging and how to approach them.
How to avoid the common traps that kill response rates.
Why what works today won’t work tomorrow, and how to stay ahead.
Two Types of Cold Outreach & How to Approach Them
Cold outreach is not one-size-fits-all. There are two main approaches, and each requires a different strategy.
1. Manual Cold Outreach (Highly Personalised & Relationship-Driven)
This method is where you research the prospect before reaching out, allowing for a more personalised approach. But personalisation doesn’t mean flattery, if you sound overly complimentary, it’s obvious you’re trying too hard, being insincere, and we can see right through it.
Bad Example (Too Over-the-Top & Fake):"Hey John, I just read your latest LinkedIn post, absolutely incredible insights! You’re truly a thought leader in the industry."
Why it’s bad: It’s insincere. If you really found their post useful, mention something specific about it rather than using generic praise.
Better Example (Genuine & Direct):"Hi John, I saw your post about scaling B2B sales teams. You made a great point about [specific insight]. We work with similar companies to solve [problem]. Would you be open to a quick chat this week?"
Why it works: It’s personal without being fake, it references their expertise naturally, and it gets to the point without wasting their time.
2. Automated Cold Outreach (Direct & Focused on Getting a Reply)
When you’re sending outreach at scale, you don’t have time to research every individual prospect. This means no fake personalisation, instead, focus on clear value and an easy next step.
Bad Example (Too Vague & Lacks Intent):"Hey there, I came across your business and thought we might be able to help. Let’s connect!"
Why it’s bad: There’s zero value and no reason for the prospect to care.
Better Example (Concise & Results-Driven):"Hi [First Name], we help [industry] businesses get more inbound leads without increasing ad spend. Would it make sense to connect for a quick call next week?"
Why it works: It’s clear, benefit-focused, and gives a simple yes/no decision.
Key Takeaway: If you’re using automation, be upfront and direct—don’t pretend to know the prospect personally.
The Biggest Mistakes That Kill Cold Outreach
Casual to the Point of Rudeness
Tone matters. “Hey” might work in some cases, but it can also come across as unprofessional. If you’re unsure, "Hi" is the safest bet—it’s friendly but professional.
Trying to Trick the Prospect Into Opening Your Message
Avoid misleading subject lines like “Re: Our call last week” (when you never spoke).
Tricking someone into opening an email might work once, but they won’t trust you after that.
Sending the Same Template Everyone Else is Using
The moment a strategy gets shared widely on YouTube or LinkedIn, it stops working.
If you copy what “gurus” tell you to send, your email will blend in with thousands of others.
Skipping the Warming-Up Phase
Before cold outreach, warm up the prospect if you can.
If you connect on LinkedIn first and engage with their posts, they’re more likely to recognise your name when your message lands in their inbox.
Failing to Follow Up Properly
Most prospects don’t reply to the first message, not because they’re not interested, but because they’re busy.
Instead of just “checking in,” follow up with new value. Example:
"Hey [First Name], I know you’re busy, just wanted to share [quick insight] that might help with [their challenge]. Let me know if you’d like to chat!"
Not Tailoring Mass Outreach Properly
When sending mass emails, group prospects into industries or niches.
Write your message as if you’re addressing just one person in that group.
Your email should be personal enough to feel direct but broad enough to stay relevant to all recipients.
Cold Outreach is Always Changing; Adapt or Be Ignored
The biggest takeaway? What works today will not work forever.
Once a strategy becomes too common, people start ignoring it. This is why you shouldn’t blindly copy what everyone else is doing. Instead, write your outreach messages like a human talking to another human.
Fix your approach with these simple rules:
Keep it professional yet direct, no lazy or vague subject lines.
Personalise only when it makes sense, don’t fake it.
If using automation, be upfront and focus on getting a reply.
Always add value in follow-ups, don’t just “check in.”
Adjust your tone. "Hey" works in some cases, but "Hi" is safer.
Warm up your prospects when possible, a LinkedIn connection first can improve response rates.
This article is just a general guide based on my thoughts and experiences with people over the nearly 40 years of my life. So don’t copy the examples here word-for-word. Take the insights, make them your own, and write in a way that sounds like you, because authenticity wins.
Want to improve your cold outreach strategy? Contact EMS today, we help businesses get real results from LinkedIn, email, and sales outreach.