Edition 21 | 100K Cold Emails Later…

For this edition of your favourite inconsistent newsletter, I’m spilling everything I know about cold emails:

Rule number 1 - Never use your main domain. You want to create a domain similar to your main one, like ‘getcompanyname’ or ‘trycompanyname’. Ideally, use Google or Microsoft accounts – saves you the hassle of DNS records...usually. For each domain, create a max of 2-3 users before moving on to a new one.

Here’s why: if your sending reputation takes a hit (and it will over time if you’re sending cold emails at scale), you don’t want your core business domain affected. Keeping your main brand safe is non-negotiable.

Rule number 2 - Warm up your email domains before launching. Before sending cold emails, run your accounts through a warm-up tool that sends high volumes of emails over a few weeks (ideally around 1 month). Tools like Instantly.ai do this by sending and engaging with emails from your accounts, helping build trust and keep you out of spam.

Rule number 3 - Plain-text only, less than 50 words, no links, no images. This is crucial for deliverability. Your email should feel like a personal message, not spammy marketing. Think of it as dropping a quick note to someone – short and straightforward.

Rule number 4 - Verify your leads before sending. If you’re using Apollo.io , bear in mind that many leads aren’t verified (although they offer a verification service now, I believe). Unverified leads mean higher bounce rates, which tank your sender score, leaving your inbox in the s#!t.

Rule number 5 - Segment like your results depend on it – because they do. Don’t just blast emails to everyone. Break your list down into smaller, relevant segments based on pain points, industry, or company size. The more specific your messaging feels, the better your engagement rates will be.

Rule number 6 - Rotate multiple scripts. Don’t rely on just one template. Create 3-4 variations and switch them up. The same message won’t land with every prospect, and testing different approaches gives you better data to refine your strategy.

Rule number 7 - Keep your CTA soft and simple. Forget “Book a call” – it’s way too aggressive for cold outreach. Try something more curiosity-driven like, “Is this worth exploring further?” or “Interested in learning more?” (yes, these examples suck, but you get what I mean). You want to nudge them, not push them.

Rule number 8 - Don’t overthink the subject line. Keep it short and relevant to what your recipient cares about. Phrases like “Quick question” or “About [topic they care about]” typically outperform more creative or vague lines. Simplicity is key.

Rule number 9 - Track, tweak, and test everything. Monitor your open rates, reply rates, and bounce rates religiously. If something isn’t working, change up your subject lines, email copy, or lead sources. Cold email is all about refining and optimising as you go.

Rule number 10 - Respect the process and stay consistent. Cold email is a volume game with a dash of quality. You need to send high volumes consistently while sticking to the basics if you want results. If you’re not seeing success, you’re either skipping steps or giving up too early.

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If you’d rather not deal with all this yourself, I offer it as a service Baltic Digital Marketing . If you’re interested or need support, you can book a free consultation with me.