What is a cold email?

Cold email

A cold email is an unsolicited message sent to someone you've never contacted before. Unlike spam, it's targeted, personalized, and has a legitimate business purpose: starting a conversation that could lead to a sale, partnership, or professional relationship.

Think of it as the email equivalent of a cold call, but less intrusive. The recipient can read it when convenient, decide if it's relevant, and respond on their own terms.

Cold email vs. spam

The line between cold email and spam comes down to intent and execution.

Cold email targets specific people for specific reasons. You've researched the recipient, crafted a relevant message, and included real contact information. There's a clear business purpose, and you make it easy to opt out.

Spam blasts identical messages to purchased lists with no regard for relevance. It often uses deceptive subject lines, hides sender identity, and ignores unsubscribe requests.

The distinction matters legally too. Regulations like CAN-SPAM in the U.S. and GDPR in Europe allow cold outreach under certain conditions, but they require transparency, accurate sender information, and a clear way to opt out.

When cold email makes sense

Cold email works best when you have something genuinely valuable to offer a specific audience. Common use cases include:

• Sales prospecting: Reaching decision-makers at companies that fit your ideal customer profile
• Partnership outreach: Proposing collaborations, co-marketing opportunities, or affiliate relationships
• Recruiting: Connecting with passive candidates who aren't actively job hunting
• Link building: Pitching guest posts or resource mentions to relevant websites
• Networking: Starting conversations with industry peers or potential mentors

The common thread: you're reaching out because you believe the recipient would benefit from hearing from you, not just because you want something from them.

What makes cold email effective

Successful cold outreach comes down to relevance and respect for the recipient's time.

Research your recipient. Generic messages get deleted. Mention something specific, whether that's a recent blog post they wrote, a challenge their company faces, or a mutual connection. This signals you've done your homework.

Lead with value. Answer the question every recipient asks: "What's in it for me?" Whether you're offering a solution to a problem, sharing useful information, or proposing a mutually beneficial opportunity, make the value clear within the first few sentences.

Keep it short. Busy professionals scan emails. Aim for under 150 words, and get to the point quickly before making your ask.

Include one clear call to action. Don't ask for a 30-minute call, a product demo, and feedback on your website in the same email. Pick one thing you want them to do next.

Make follow-up easy. A simple "Would you be open to a quick call next week?" works better than elaborate scheduling requests.

Common cold email mistakes

Most cold emails fail because they focus on the sender instead of the recipient.

Starting with your company history. Nobody cares about your founding story in a first email. Lead with their problem, not your background.

Writing walls of text. Long emails signal that you don't value the recipient's time. If you can't explain your value proposition in a few sentences, you haven't refined it enough.

Using clickbait subject lines. Deceptive subjects might get opens, but they destroy trust instantly. Your subject line should accurately preview what's inside.

Sending too many follow-ups. Two or three follow-ups spaced a few days apart is reasonable. Daily emails for two weeks is harassment.

Ignoring deliverability. Even well-crafted emails fail if they land in spam. Use a reputable email service, authenticate your domain properly, and keep your list clean.

Staying compliant

Cold email is legal in most places, but regulations vary. In the U.S., CAN-SPAM requires you to include your physical address, honor opt-out requests promptly, and avoid deceptive headers or subject lines.

GDPR in Europe is stricter. B2B cold email is generally permitted under "legitimate interest," but you need a defensible reason for contacting someone, and you must respect their right to object.

The safest approach: be transparent about who you are, why you're reaching out, and how recipients can stop hearing from you. If your email wouldn't pass the "would I be annoyed to receive this?" test, reconsider sending it.

FAQs

Is cold email the same as email marketing?
No. Email marketing goes to people who've opted in to hear from you, while cold email reaches people who haven't. The strategies, regulations, and expectations differ significantly.

How many cold emails should I send before giving up?
Two to three follow-ups is standard. Space them a few days apart and keep each one brief. If you haven't heard back after three or four touches, move on.

What's a good response rate for cold email?
Industry averages range from 1% to 5%. Highly targeted campaigns with strong personalization can reach 10% or higher. If you're below 1%, revisit your targeting or messaging.

Can I use cold email with ActiveCampaign?
ActiveCampaign is designed for email marketing to opted-in contacts. For cold outreach, you'll want dedicated prospecting tools, then bring interested leads into ActiveCampaign for nurturing.

Ready to turn cold leads into warm conversations? Start your free trial and see how ActiveCampaign helps you nurture prospects once they've raised their hand.