Cold Emails & DMs: Why “Spray and Pray” is Hurting Your Sales and How to Do It Right
We’ve all seen those emails. You know the ones; impersonal, desperate, and completely irrelevant. And while automation makes sending cold emails at volume easier than ever, it’s also what’s killing their effectiveness.
Here’s the good news: cold emails and DMs are still one of the most powerful tools for B2Bs. That’s why it’s often the first weapon in an EMS strategy. 🚀 But, first things first, you can’t just throw a generic template at every potential client and hope for the best. Your product, service, client, and location all play into what makes a cold email or DM work. Here are some dos and don’ts to build around:
The Subject Line:
❌ Don’t go for the tired clickbait; no one’s falling for “Quick question” or “Let’s talk.” (Personally, I find it offensive you’d think I’d be intrigued by that).
✅ Do be specific. Let them know exactly what you’re offering, and keep it tight, 2-4 words max. Time’s precious, and they’re not wasting it on vague pitches.
The Opener:
❌ “I hope this email finds you well.” Be honest, when was the last time you actually said that to someone in real life? And don’t apologise with “I hope you don’t mind me messaging” because, really, this is no time to be shy.
✅ Start with “Hi” or “Hello.” When I get an email that starts with just “Liam,” I feel like I’m about to be told off. Front-load your message with important info, because if they’ve opened the email, you’ve got seconds to grab their attention. And don’t forget, the first line shows up in the inbox preview. Make it count!
The Main Content:
❌ Don’t bury them in paperwork.
✅ Keep it to 2-3 sentences. Break it up with line breaks and use the F-pattern (yes, it’s a thing). People skim emails, glancing at the first line, then the next couple of lines. If you’ve front-loaded each paragraph, you stand a better chance of getting your key points across.
At the end of the day, focus on getting a reply. You’re not writing a love letter. Keep it short, relevant, and leave them wanting more. The better your cold outreach, the warmer your leads, and the more sales you’ll close.
Comments