Drip promotions for cold emails are tricky.

On the one hand, it is easy to fit into a class of conservatives who believe that cold emails are borderline spam and particularly automatic emails that no one can ever envisage sending them.

On the contrary, you will soon recognize the tremendous potential that you have lost if you are wise enough to look further into the current state of available technology.

Whether your aim is to get people to reply to you or to just read your message, a cold email campaign is never better.

Yet the mystery is here. Cold emails are still sucking too many people. And I mean sucking hard by drinking.

This is precisely the reason why I have done part of my work here at Reply is to inform our clients on ways to avoid the most common errors in the planning and execution of their campaigns.

After having worked on hundreds of customer campaigns, I decided to compile an overview of these mistakes, in the hope that both our experienced users and those who are just starting to plan to automate their email access are helpful.

All of it starts with the leads.

I can’t emphasise this sufficiently. Before creating a cold copy of your mail, it’s probably one of the most important keys to success to be sure that you have a high quality lead list (or sources).

If, for example, you sell marketers’ software, it is not so successful to have 10k emails from CEOs as 10k emails from VPs or marketing or marketing managers.

Also, to avoid having high rebound rates, make sure that your lists have up-to – date contacts that are accurate.

One good rule of thumb is this: spend 3-4 hours researching your target audience if you are only beginning to build a list of contacts to reach you.

Using obsolete techniques for cold email models

Your contacts are smarter than you think and everyone has learnt by now, as soon as they see {From Name} in another font from the rest of the email, to throw the waste into spam or junk folders. Be creative! Be innovative!

The secret to writing a highly efficient email campaign is to understand this: with the answer you don’t send automated messages, you still send your very own unique custom emails that if you did it manually, you copy and paste the core message and then tweak a few things in order to make each contact resonate.

Not enough exposure to the subject

The subject line is your key to catching the very first milliseconds of the attention of your audience, and I strongly believe that it will take you as much time as you do designing the ideal subject line for emails.

While some people believe that the best way to achieve this is to put as much information in your subject line on the contents of the e-mail (which could be true in a very limited number of cases), using information which is only pertinent (and important) to each contact, through variables, is the best way to achieve it.

Are you familiar with their name? Could they use technology? Is the name of your boss? Take advantage of it!

Nonetheless, do not assume that variable knowledge would increase the chances of being recognized automatically. The subject line should sound natural first and foremost.

Using other’s email copies

“What does a good email copy look like? I get this question a lot. ”. Regardless of how attractive it is for you to google “best email copies,” the best email campaigns are usually tailored for your particular audience. Do not get me wrong. It may be necessary to find effectively in your campaign, but instead of the source of a carbon copy they ought to be an inspiration.

In some cases, the service of a professional copywriter may be a smart idea, and in reaction we are lucky enough to work with one of these firms, Grows Copy, to achieve a highly efficient sequence based upon your special needs.

Not using context

As in the subject lines, the email context is important. The response campaigns I saw usually do not try to resonate in any meaningful way with the reader.

The rationale is understandable: those who developed them want to cover the same messages as many contacts as possible, which eventually lead to generic and unprepared emails.

This is avoided by spending some time looking at your contacts. Find common features in order to lead segments to many campaigns (for example with our partner Blitzen). Find out more information you can use as customised variables. Tweak the entire first couple of phrases, which can also be done increasing variables, for each touch.

I guess it is not that hard to find email addresses of the CEO and his staff and combine that information with this. An example? Just head over findemailaddress.co email finder. You can easily get:

  • Diego Fasano, fasano [at] esurv.it
  • Ansani Salvatore, salvatore [at] esurv.it

Oh my…


As you can see, it is not a matter of just writing a few email templates and uploading the list of contacts to create an effective cold email campaign that will lead to turning more opportunities and closing more companies. It is also an ongoing process where each item is produced carefully, but the results will impress you when they are done correctly.