4 of the Most Common Cold Mass Email Pitfalls to Avoid

Before you send out your cold mass email to your recipients, make sure that your email doesn’t get caught in the spam folder

Email marketing is a great way to spread the word about your business, no matter the size. Consistently, email marketing has a high ROI and can garner a lot of attention from your target audience. However, too many companies are afraid to dive into the world of email marketing because they are afraid of their hard work being marked as spam or potentially wasting money on an ineffective email marketing campaign.

What many don’t know is that there are several common mistakes that cause issues with email marketing. All too often when mistakes are made and response rate is low, companies abandon cold mass emails altogether. That’s why we’re breaking down the most common pitfalls to avoid when it comes to mass email marketing. If you are diligent in avoiding these mistakes, you’ll be well on yourway to a successful campaign. Let’s get into some of the most common mistakes!

Your Email Feels Untrustworthy and Impersonal

If your cold mass email seems untrustworthy or isn’t properly personalized, it may not even reach your recipient’s inbox

Grab your reader’s attention without raising any spammy red flags.

The number one problem companies face when starting out with cold mass emails is not making them personal enough. Personalization is one of the major keys to avoid getting flagged as spam and for getting engagement on your emails. 

First, you should always start with an introduction. If you fail to properly introduce yourself and address your audience, then your email appears untrustworthy. That’s why you should always address your recipient by their first name and give an overview of your business. In this case, the more information you can give your audience, the better. In order to personalize each email, you can use a mass email mail merging program to automate names and signatures.

Your Email Isn’t Reaching a Relevant Audience

Personalization begins with building your cold mass email list

Be sure to send your mass emails with a specific audience in mind.

A lot of companies make the common mistake of casting their net too wide when it comes to email marketing. Sending out as many emails as possible, as quickly as possible is not a good idea if you want to avoid the dreaded spam folder. If you want to make sure that your email campaign is reaching the right audience, you need to take a look at your cold email list. If your list is not focused on your target audience, people are deleting your emails because they think it’s been sent to the wrong person. For example, if your target demographic is people in their 50s, make sure that everyone on your list falls into that group. Should those emails reach people in their 20s or 30s, it’s likely that the email will be immediately deleted.

Your Subject Line is Weak

Your subject line is a chance to make an eye catching first impression on your audience

Your subject line should make the best first impression possible.

Subject lines can get tricky, but that doesn’t mean that you can get away with a boring one. Your subject lines need to invite the reader to open the email and interact. Writing a great subject line is a difficult balancing act between encouraging your audience to interact with the email without edging into spam territory. Luckily, we’ve got a few ideas that can get you started writing the perfect subject line for your next email marketing campaign.

  1. Ask a Question

If you’re looking to garner engagement and responses, the best way to get a response is by putting a question at the start of your email subject line. Starting your email campaign subject line with a phrase like “quick question” or “does your company need extra help” can manufacture interest before a reader even opens your email. It also creates a sense of urgency and can persuade your audience to reply to your message. Remember, don’t overthink it — keep it short, and grab the attention of your audience. 

  1. Appeal to Your Audience’s Pain Points

When you’re profiling your target audience, you want to identify their pain points before you write your subject line. Your subject line, in addition to posing a question, can also identify a pain point that your product or service can solve. For example, you can frame your subject line as something like “are you having trouble getting new clients in your industry?” If your target audience is already thinking about this question, they’ll likely want to respond to your message and find the answer.

You Haven’t Followed Up

Many just beginning with email marketing don’t follow up on their cold emails

Often people respond more to a follow up than your initial message.

If you send out your first round of cold emails and the response is less than you expected — don’t worry! Very often, you have to send out a few follow up emails to get the response rate you want. There are a lot of reasons a recipient could have missed your email, so following up is never a bad idea. Often, after seeing your address or catchy subject lines in their mailbox a few times, recipients are more likely to interact because they recognize your company from previous emails. 

Now you know the top 3 things you should avoid when sending cold mass emails. So, for your next email marketing campaign you can use our tips to maximize your response rate. You could start seeing results from your campaigns before you know it!

Login/Register access is temporary disabled