Improving Business Outcomes with Cold Emailing and Better Email Deliverability

In an age where the average office worker receives over 120 emails a day, making yours stand out can feel like trying to shout in a crowded room. Cold emailing, when executed correctly, is a powerful tool for reaching new clients and expanding your business. Yet, as a 2024 report, Yet, as a 2024 report, 160 billion spam emails are sent every day, i.e., 46% of the 347 billion daily emails are categorized as spam.

That’s nearly half of all emails never making it to their intended recipients, drowned in the sea of unsolicited messages. 20% of marketing emails never see the recipient’s inbox due to deliverability issues. This is not just a minor inconvenience; it’s a missed opportunity, a lost lead, and potentially, a lost sale.

So, how do you ensure that your well-crafted emails don’t end up languishing in spam folders but instead reach the intended audience and spark meaningful conversations? The answer lies in mastering both the art of cold emailing and email deliverability In this crowded digital space, where your message competes with countless others for attention, improving your email deliverability can make the difference between success and obscurity.

In this blog, we’ll explore effective strategies to enhance your cold emailing efforts and boost your email deliverability, turning your outreach from a shot in the dark into a targeted, high-impact campaign. Let’s dive in and uncover how you can transform your cold emailing approach into a powerful engine for business growth.

Why is Cold Emailing Important for Business Growth?

Cold emailing is a direct approach to reaching potential clients, partners, or customers who are not yet familiar with your brand. This method, when done right, can be highly effective in generating leads and driving business growth. According to HubSpot, 78% of decision-makers have accepted meetings with salespeople via email, highlighting the potential for cold emails to open doors and foster new business relationships.

Cold emailing allows businesses to cast a wide net, targeting potential clients who might not yet be aware of their products or services. It offers a cost-effective means to introduce your brand and initiate conversations with prospects, thereby driving engagement and sales. By integrating thoughtful strategies and leveraging tools designed to streamline the process, businesses can maximize the impact of their cold emailing efforts.

What is Email Deliverability, and Why Does It Matter?

Email deliverability is the measure of how well your emails reach the recipient’s inbox rather than getting caught in spam filters. Achieving high deliverability is essential for the success of cold emailing campaigns.

According to data, only 79% of marketing emails make it to the inbox, with the rest being lost or delivered to spam folders. High deliverability ensures that your emails are seen by the intended audience, thereby improving engagement rates and overall campaign effectiveness.

Improving email deliverability involves addressing various technical and content-related factors to ensure that your emails are recognized as legitimate and relevant. This includes adhering to best practices for email authentication, list management, and content creation.

Strategies for Effective Cold Emailing Boosting ROI

• Craft Compelling Subject Lines and Email Content

The subject line of your email serves as the gateway to your content. A compelling subject line captures attention and entices the recipient to open the email. Aim for subject lines that are concise, intriguing, and relevant to the recipient’s needs. For instance, “Unlock Exclusive Insights for Your Business Growth” is more likely to engage a recipient than a generic “Business Proposal.”

Once the subject line has succeeded in getting the email opened, the content must deliver on the promise. Craft emails that provide clear value and address the recipient’s specific needs or challenges. Your email should be concise and engaging and include a clear call-to-action (CTA).

• Personalization and Segmentation

Personalization goes beyond using the recipient’s name. It involves tailoring your message to address their specific needs or pain points. Segmenting your email list based on demographics, past interactions, or industry allows you to send more targeted and relevant content. For example, segmenting your list into “Current Clients” and “Prospective Clients” enables you to send different messages that are relevant to each group’s needs.

• Manage Timing and Frequency of Cold Emails

Timing and frequency are crucial elements of a successful cold emailing strategy. The optimal time to send emails can vary based on your target audience’s habits and preferences. Generally, mid-week and mid-morning are considered prime times for sending emails. However, it’s essential to test different timings to find what works best for your audience.

Frequency is also important. Over-emailing can lead to unsubscribes and spam complaints, while under-emailing may result in missed opportunities. Finding the right balance requires monitoring engagement metrics and adjusting your strategy accordingly.

• A/B Testing and Performance Analysis Improve Your Campaigns

A/B testing involves sending two variations of an email to see which performs better. You can test different subject lines, email content, CTAs, or even send times. For instance, you might test whether a more formal or casual tone leads to higher engagement rates.

Performance analysis is equally important. Tools like Smartlead’s AI Auto Adjust A/B Testing feature allow you to analyze which variations are driving the best results. Regularly reviewing metrics such as open rates, click-through rates, and conversion rates helps refine your approach and optimize future campaigns.

Tips For Improving Your Email Deliverability

• Maintain a Clean and Engaged Email List

A clean email list is fundamental to maintaining high deliverability rates. Regularly remove inactive or bounced email addresses to avoid being flagged as a spammer. Implementing a double opt-in process can also help ensure that subscribers are genuinely interested in receiving your emails.

Engagement is another key factor. Encourage recipients to interact with your emails by providing valuable content and relevant offers. High engagement rates signal to email service providers that your emails are wanted, which improves deliverability.

• Optimize Email Design and HTML Coding

Email design and HTML coding impact how your emails are perceived and how well they are delivered. Ensure your emails are mobile-friendly, as a significant portion of email opens occur on mobile devices. Use responsive design techniques to ensure your emails look good on any device.

Keep your HTML code clean and avoid using complex or outdated code that might cause rendering issues. Tools like Litmus or Email on Acid can help you test how your emails appear across different clients and devices.

• Monitor and Address Spam Triggers

Spam triggers can negatively impact your email deliverability. Common triggers include using spammy language, excessive use of exclamation marks, or including too many links. To avoid these pitfalls, follow the best practices for email content:

• Use clear and professional language.
• Limit the use of promotional terms.
• Ensure your emails have a balance of text and images.
• Avoid using too many links or attachments.

Regularly monitoring your email performance and feedback from spam filters can help you identify and address potential issues.

What Are Sender Authentication Protocols, and How Do They Improve Deliverability?

Sender authentication protocols, including SPF, DKIM, and DMARC, play a crucial role in email deliverability. Here’s a brief overview of each:

• SPF (Sender Policy Framework): SPF verifies that an email is sent from an authorized server. By setting up SPF records, you specify which IP addresses are allowed to send emails on behalf of your domain. This helps prevent email spoofing and improves trust with email service providers.
• DKIM (DomainKeys Identified Mail): DKIM adds a digital signature to your email headers. This signature, created with a private key, is verified by the recipient using a public key published in your DNS records. DKIM ensures the email is authentic and hasn’t been altered.
• DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC uses both SPF and DKIM to determine how to handle emails that fail authentication checks. It allows you to specify whether to reject or quarantine these emails and provides reports on authentication results.
• MX Records (Mail Exchange Records): MX records direct incoming emails to the correct mail servers for your domain. Properly configured MX records ensure that your emails are routed efficiently and reach their intended recipients.

Setting up these protocols involves adding specific records to your DNS settings. For example, SPF requires adding a TXT record that lists authorized IP addresses, while DKIM involves publishing a public key in your DNS records.

Ensuring Compliance with Email Regulations

In cold emailing, compliance with email regulations isn’t just a legal requirement—it’s a cornerstone of maintaining your sender reputation and fostering trust with your audience. Failing to adhere to these regulations can result in hefty fines, damage to your brand’s credibility, and diminished campaign effectiveness. Here’s a closer look at the key regulations you need to be aware of and practical steps to ensure compliance.

What Are the Key Email Regulations You Need to Follow?

1. CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography and Marketing Act):

Enacted in 2003 in the United States, the CAN-SPAM Act sets rules for commercial emails and gives recipients the right to opt out of receiving further communications. Key provisions include:

• No Misleading Information: Your emails must not contain false or misleading header information.
• Clear Identification: Emails should clearly identify themselves as advertisements.
• Opt-Out Mechanism: Every email must include a clear and conspicuous way for recipients to opt out of future emails.
• Honouring Opt-Out Requests: You must honour opt-out requests within ten business days.

2. GDPR (General Data Protection Regulation):

Implemented in 2018, the GDPR is a European Union regulation designed to protect personal data and privacy. It applies to any business handling the data of EU citizens, regardless of location. Key aspects include:

• Consent: You must obtain explicit consent from recipients before sending marketing emails.
• Data Protection: Personal data must be protected and used only for the purpose for which it was collected for.
• Right to Access and Erasure: Recipients have the right to access their data and request its deletion.
• Transparency: You must provide clear information about how data is used and stored.

3. CASL (Canada’s Anti-Spam Legislation):

Effective since 2014, CASL regulates commercial electronic messages in Canada. It requires:

• Consent: Obtain express or implied consent before sending commercial emails.
• Identification: Clearly identify yourself or your business in the email.
• Unsubscribe Mechanism: Provide an easy and accessible way for recipients to unsubscribe from future messages.
• Record-Keeping: Maintain records of consent and compliance with unsubscribe requests.

How Can You Ensure Your Emails Comply with These Regulations?

By adhering to email regulations and implementing best practices for compliance, you not only avoid legal pitfalls but also enhance your relationship with recipients, ensuring that your cold emailing efforts are both effective and ethical.

1. Implement Clear Opt-Out Options

One of the simplest ways to comply with email regulations is to include an easy-to-use opt-out option in every email. This not only adheres to legal requirements but also respects the recipient’s choice, fostering trust and reducing complaints. Make sure the opt-out link is visible and functional, and promptly process any unsubscribe requests.

2. Obtain and Document Consent

Before sending emails, ensure you have explicit consent from your recipients. This can be done through sign-up forms on your website, where users actively agree to receive marketing emails. Keep detailed records of consent, including the time and method of consent, to demonstrate compliance if needed.

3. Provide Accurate Sender Information

Clearly identify yourself or your organization in every email. This includes providing a valid physical address and ensuring that your “From” field is accurate and not misleading. Transparency builds credibility and helps recipients recognize your emails as legitimate.

4. Protect Recipient Data

Ensure that any personal data you collect is stored securely and used solely for the purposes for which it was collected. Implement robust data protection measures and regularly review your privacy policies to reflect any changes in data handling practices.

5. Monitor and Manage Compliance

Regularly review your email practices to ensure they align with current regulations. This includes keeping up-to-date with any changes in laws and regulations that might affect your email marketing strategies. Consider using compliance management tools or consulting with legal experts to ensure you are fully compliant.

Takeaway

Mastering cold emailing and optimizing email deliverability are pivotal for achieving significant business growth. By crafting compelling subject lines and personalized content, you increase your chances of engagement and responses from your target audience.

Keeping your email list clean and engaged helps to improve deliverability and minimise spam complaints. Implementing robust sender authentication protocols like SPF, DKIM, and DMARC ensures your emails are trusted and reach the intended inboxes.

Leveraging advanced tools and technologies, such as those offered by Smartlead, further enhances your email campaigns, boosting both their effectiveness and your overall outreach efforts. By integrating these strategies and utilising Smartlead’s comprehensive features, you can turn your cold emailing into a powerful driver of business success and growth.