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Marketers and salespeople use newsletters, case studies, and other indirect marketing techniques to build brand awareness.

And while these digital marketing practices may capture a client’s interest, you can only drive sales conversions by prompting customer action.

But how exactly do you do that?
By leveraging direct response copywriting!

It helps you drive a prospect towards immediate action as soon as they’ve finished reading your marketing message.

In this article, I’ll list ten no-nonsense best practices to enhance your direct response copywriting outcomes. I’ll then share a fantastic email marketing automation tool to elevate your direct response copywriting process and convert more leads.

Further Reading: 

This Article Contains:

(Click on links below to jump to specific sections)

What Is Direct Response Copywriting?

Direct response copywriting is writing a marketing email or sales copy that gets an immediate response from your audience.

As a response, your reader may:

  • Purchase your product.
  • Go to your landing page.
  • Download a case study, and so on.

This form of copywriting requires an in-depth understanding of your audience and uses a straightforward, personal approach.

It’s perfect for creating your ad copy, scientific advertising, and more.

Direct vs. Indirect Response Copywriting

Unlike direct response copywriting, indirect response copywriting doesn’t care about leveraging urgency or getting an immediate response.

Indirect response copywriting has one goal: stay on the prospect’s radar till they’re ready to buy.

That’s why the type of content you use in the indirect response marketing or sales copy should:

  • Build brand awareness and credibility.
  • Show how you’re different from the competition.
  • Nurture prospects slowly and steadily.

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Let’s now look at some actionable tips to refine your direct response copywriting process.

10 Best Practices for Successful Direct Response Copywriting

Here are ten best practices to help you improve at direct response copywriting:

1. Define Your Direct Response Copywriting Goals

Before drafting your direct response copy, have a clear goal in mind.

What do I mean by that?
Ask yourself what specific action you want the recipient to take after reading your email.

This could be something like:

  • Signing up for your free software trial.
  • Joining your webinar.
  • Subscribing to your newsletter.
  • Purchasing a product from your website.

The direct response copy must emphasize your priorities and effectively communicate them to your readers. Only then will they be able to act on it.

2. Understand Your Audience and Handle Their Pain Points

Celebrated copywriter, Eugene Schwartz, observed that the copywriter’s task is “not to create mass desire, but to channel and direct it.”

Simply put, your copy isn’t for everyone ⁠— it’s meant for your target audience.

And to carry out effective direct response copywriting for your target market, you’ll need a clear understanding of their goals, preferences, and pain points.

To gain insights about your potential customer, you can:

  • Analyze your current customer data and look for qualities that define your ideal customer.
  • Interact with your followers on social media. Observe how they engage with each other and take stock of their expectations.
  • Gather data about your competitors and determine whom their content targets and why.

Once you understand your audience’s needs, you can tailor your direct response copy to address their pain points. Doing so proves that you genuinely care about helping them out and have viable solutions at hand.

3. Craft an Eye-Catching and Impactful Subject Line

The subject line is the gateway to your direct response body copy.

Most readers use it to decide whether to open your email message ⁠— 69% of recipients report an email as spam solely based on its subject line.

My point?
Make the subject line relevant, eye-catchy and compelling.

Specifically, ensure that your subject line:

  • Intrigues your readers.
  • Hints at your email’s big idea.
  • Promises something exciting.
  • Is concise and clear.

For example, here’s a direct marketing email subject line promising a solution to a pain point marketers face:

Subject line

Want to discover some effective subject lines?
Read my articles on:

4. Create an Informative and Compelling Long Form Copy

Many marketers avoid writing long form copy, thinking it’ll bore prospects.

However, an engaging and informative long form copy drives better traction and a higher conversion rate than short copy.

But how?
Unlike short copy, long form copy:

  • Gives you room to add relevant statistics, history, FAQs, and social proof.
  • Lets you reuse the same CTA in different places to trigger action.
  • Convinces readers they’re making an informed choice, advancing them along your sales funnel.

Adobe acrobat

For instance, the above direct response copy from Adobe is an excellent copywriting lesson on writing long form content.

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5. Include an Irresistible CTA to Drive Conversion

After you’ve informed, educated, and convinced your target audience with your email body, you may need them to:

  • Visit your landing page or sales page.
  • Sign up for your newsletter.
  • Request a product demo.
  • Download a case study.
  • Subscribe to your services, and so on.

But how do you prompt action?
Add a strong call to action (CTA) nudging readers to take immediate action.

The CTA is the climax of your direct response email.
It’s the springboard launching your customers towards taking immediate action.

For example, check out this strong call to action asking users to sign up for Spotify Premium:


As you can see, your CTA needs to be clear, concise, irresistible, and actionable ⁠— making it easy for readers to act without getting confused or overwhelmed.

6. Personalize Your Content Copy for the Reader

Receiving a generic direct mail will turn off your readers, causing them to lose interest.

Instead, your direct response copywriter should personalize the emails to make them look tailor-made to each recipient. Your direct mail must show the potential customer you genuinely care about solving their unique problems.

To personalize your copy, you can:

  • Address your recipient in the subject line.
  • Mention your reader’s name in the email body.
  • Provide viable solutions to the prospect’s pain points.
  • Feature content relevant to your reader’s location or demographic.
  • Share a relevant social proof example, like a testimonial.
  • Customize the direct response copy based on your reader’s niche or industry.

Here’s a great copy that’s personalized based on the customer’s location:

Credit karma

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7. Use Simple Language to Make Your Copy Clear and Understandable

Since direct response copywriting focuses on getting an instantaneous response, keeping your emails simple and understandable is critical. The more understandable your copy is, the greater your chances of eliciting a response.

For instance, Coursera uses straightforward language in their direct marketing message shown below:


And here’s how you can create a copy that’s as easily understandable as Coursera’s:

  • Avoid jargon or complicated language in your emails (even in scientific advertising).
  • Keep explanations precise without harping on irrelevant details.
  • Offer a clear and logical narrative that seamlessly moves from point to point.

8. Edit Your Copy to Refine Grammar and Enhance Readability

Overanalyzing your content while drafting the direct response copy can slow things down.

For effective direct response copywriting, draft your email content quickly — keeping in mind your copy goals and brand voice. Then, edit your email ad copy or sales letter ruthlessly.

Your direct response copywriter should focus on the copy’s:

  • Flow of thought.
  • Factual accuracy.
  • Consistency of punctuation.
  • Use of grammar.
  • Sentence structures.
  • Formatting, and more.

9. Leverage Urgency to Trigger Action

Remember, your direct response copy must encourage customers to act in response to your email content.

But even if you’ve got an irresistible subject line, a compelling email body, and a persuasive CTA, many prospects will still resist taking immediate action. That’s why you need to incentivize readers to act.

One excellent tactic you can use here is leveraging urgency. 

You can tell readers that:

  • Your product is selling out fast.
  • You’re running a special, limited-time campaign.
  • You’re giving away free stuff to recipients who sign up today, or so on.

The idea is to subtly push readers to click on your CTA button before they might lose interest.

Hulu’s email below is an excellent direct response copywriting lesson.


This great copy instills a sense of urgency by asking readers to hurry up and claim their free Uber One membership before it expires.

10. A/B Test the Copy to Determine the Best Fit for Your Audience

If you’re a direct response copywriter hoping to inspire readers to take action, fine-tune your copy for optimal engagement and conversions.

But how?
Create different versions of your direct response email’s:

  • Subject line.
  • Body copy.
  • CTA.
  • Template, and more.

Then, test the success of each variation in securing your direct response marketing outcomes.

Testing helps you optimize your direct response copy and direct marketing strategy based on your target audience’s needs.

Split testing (A/B testing) different email components this way reveals exactly what your readers are looking for — the type of content that gets them to click on your CTA or ignore your email messages.

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Now that we’ve covered some handy direct response copywriting tips, I’ll share an excellent tool to help you achieve your direct marketing goals.

Boost Your Direct Response Copywriting Outcomes in 2022 with GMass


GMass is an advanced email marketing automation platform you can use to create and send personalized direct response emails at scale.

Its easy-to-use features make GMass the ideal tool for digital marketing professionals, entrepreneurs, salespeople, SEO specialists, and small business owners. GMass is also a popular email marketing tool among employees at social media giants like LinkedIn and Twitter.

With GMass, you can:

  • Automatically personalize your direct response emails at scale, including the recipient names, subject lines, paragraphs, images, and links.
  • Schedule your direct response email marketing campaign to go out at optimal times, reaching readers when they’re most likely to respond.
  • Analyze the performance of your direct response email campaign through detailed campaign reports.
  • Create workflows to keep sending automated follow-ups till a prospect responds to your email message.
  • Build an email list of prospective customers directly from your Gmail search results
  • Run A/B tests to determine the type of content that drives maximum conversion.
  • Save your emails as templates to reuse in future direct response marketing campaigns.

To access these outstanding features and more, download the GMass Chrome extension and sign up for free with your Gmail or Google Workspace account.

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Wrapping Up

Direct response copywriting helps you trigger instantaneous customer action and improves your sales conversion chances.

The tips listed above can refine your direct response copywriting process and deliver better content marketing results.

But if you’d like to take your direct response copywriting game up a notch, use a powerful email marketing automation tool like GMass.

With GMass, you can automatically personalize your direct response emails at scale, schedule email marketing campaigns, track the response rate of your emails, automate follow-ups, and do so much more.

Download the free GMass Chrome extension to amp up your direct response email copywriting efforts today!

See why 99% of users say they’ve had their best deliverability ever with GMass

Email marketing, cold email, and mail merge all in one tool — that works inside Gmail


Download Chrome extension - 30 second install!
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If you’re sending cold email or doing any kind of email outreach for prospecting purposes, you need to ensure your cold email tool can offer you more than just standard email marketing “batch and blast” features.

Features like open tracking, click tracking, and personalization are essential — but they’re more or less standard across every email platform.

If you’re specifically sending cold email, and you’re serious about getting results, then you also need the ability to use some important cold email tactics:

And you need the ability to configure those settings in the best possible way for your target customers and to hit your goals. After all, there’s plenty of advice on how to write cold emails — but not much on how to configure cold emails to send.

In this article, we’ll dig into each one of these features: Why each is important and worth your consideration, the optimal settings for each feature, and how to configure those settings for your campaigns.

Warming up your email address: A (former) cold email tactic for improving deliverability

If you use your email account for normal, day-to-day emailing and then, one day, you try to send 2,000 nearly-identical emails to a bunch of brand new contacts — that’s a big time red flag.

The result? Lots of your emails miss your prospects’ inboxes and wind up in their spam folders instead. 

Optimal settings for email warm-up before sending cold email campaigns

You may consider warming up your inbox before you start sending, ramping up naturally, and keep warming up until you’re hitting your sending limits with perfect or near-perfect deliverability.

Unfortunately, automated email warmup tools are on the way out. At GMass, we used to offer one — then Google cracked down, as was inevitable. The days of automated warmup are numbered.

Instead, it’s best to manually warm up a new account. Start by sending a few emails on the first day. Then a few more on the next day. Keep increasing gradually over six to 12 weeks to warm up your address.

Adding a few seconds of delay between each email to simulate a real sending cadence

If your prospect list has 100 people on it, lots of cold emailers like to insert a pause of a few seconds between each email that goes out. (So sending out those 100 emails will actually take 500 seconds, or a little more than eight minutes, if you add a five-second pause between each email.)

Why add a pause? Because if you were sending personal messages one-by-one, there’d be a little pause before you sent each one. Adding a delay closely simulates the sending cadence Google would see from a real person, not a machine.

And it’s been long thought that doing so results in better open rates because of strong inbox placement.

That argument still hasn’t been definitively settled, but using our Deliverability Wizard, you can see the response rates of both cold email campaigns sent with a pause and cold email campaigns sent without a pause. Here in April 2022, running for the past 30 days, we see these results:

  • No delay between messages: 17.2% open rate
  • 5-10 second delay: 20.3% open rate
  • 10-60 second delay: 17.6% open rate
  • 1-5 minute delay: 19.9% open rate

Of course, there are lots of other uncontrollable factors at play (like the content of those emails, deliverability factors like email warm-up and tracking domains, and more) — but as you can see, there’s no glaring difference between sending with a short delay, a medium delay, a long delay or no delay.

Optimal settings for pauses between cold emails

While we can’t say definitively that a pause is better than a pause, cold emailers love a pause — and it probably can’t hurt to add in a little one. If you do want to throttle your cold emails, give the 5-10 second delay a try and see how it works. 

You’ll probably want to compare your numbers with a delay versus your numbers without a delay after you’ve run a few campaigns both ways.

How to add a delay between your cold emails

Adding a pause between emails

With GMass, you can choose to send your emails with any of the four delay speeds we mentioned above (no delay, 5-10 seconds, 10-60 seconds, 1-5 minutes).  

You can set your delay for a campaign by going to the GMass settings and choosing your pause length in the Schedule section.

Sending follow-ups to people who don’t reply to get more responses

Automated follow-ups are a cornerstone of cold email campaigns. In most cases, you won’t get a reply after the first email, but have a higher chance after the second or third… or eighth or ninth.

In GMass, we call each follow-up a “stage.” In a cold email campaign on GMass, you have the original message plus up to eight stages of auto follow-ups, so there are nine touch points in a campaign.

(You can even get fancy with Google Sheets and GMass’s Zapier integration to daisy chain campaigns together for an unlimited number of follow-ups.)

But not all auto follow-ups are equal. You want to make sure your auto follow-ups arrive at the right frequency and with the right timing; finding that balance between staying top-of-mind or being too persistent.

You want to make sure your auto follow-ups to a prospect stop once they take a desired action.

And you want your mass auto follow-ups to appear indistinguishable from personal, one-on-one emails.

Optimal settings for automated follow-ups to a cold email campaign

For the number of emails in a campaign, send as many emails as you feel you’ll need. That could be three, five, eight… or 300. Only you know what’s worked for you in the past and what works with your target customers.

We recommend sending auto follow-ups as quick, plain-text replies to your prior emails — that’s the most realistic proxy for individual sending.

Most cold emailers will continue the auto follow-up series until a prospect replies. Your desired action will depend on your campaign, but that’s generally the default.

How to set up the best cold email follow-up series

Setting up an auto follow-up series

You can set up an auto follow-up series in the GMass settings for a campaign, in the Auto Follow-up section.

We’re pretty sure there’s no email platform that lets you set up your auto follow-up sequence faster. You can quickly write your follow-ups in text boxes for each stage. (You won’t be able to add rich formatting to them, but most cold emailers don’t want any rich formatting because that makes it look like a “campaign” rather than a natural email message.)

You can use any mail merge personalization you want in any of your follow-up messages. Just type a left curly bracket, and you’ll get a dropdown of your variables from your spreadsheet.

Plain-text replies automatically go out as responses to your previous emails. That’s to directly simulate how you’d naturally email someone.

If you do want rich formatting, or attachments, or images, as part of your follow-ups, then create the follow-up separately as explained here. Rich-text replies can have their own subject lines (to start their own threads) or go out as replies. Even when they have their own subject lines, you’ll still have the option to include your message history in that email (we’ll cover that later in this article).

The follow-up sequence can continue until a recipient takes an action. It can go out until a person replies (again, most popular for cold email), opens or clicks. If you choose to keep sending the sequence regardless of whether or not a prospect takes any action, it really isn’t a follow-up anymore, it’s more like a drip campaign.

You have full control over the timing between follow-up emails, as well as the time of day those emails will go out. (Later in this article, we’ll also cover the “skip weekends” option.)

Personalizing emails to the max — go beyond just adding someone’s first name

Personalization can make a big difference in how your cold emails perform. (It’s not guaranteed to, but it can.)

However, there’s basic personalization you can find on any platform — like using a mail merge to include a recipient’s first name — and then there’s higher-level personalization.

That’s the kind of personalization that shows you’ve put care and individual effort into each email — and the kind of personalization people aren’t used to seeing in the cold emails that normally pass through their inboxes.

Optimal settings for cold email personalization

It’s usually good to personalize using a name (often putting that name in the subject line) — but that’s cold email table stakes.

We also recommend personalizing more of the message — like adding an individual paragraph that shows you’ve researched the prospect individually.

If it applies in your case, personalizing links, images, and/or attachments are touches that can make your email even more appealing.

And make sure you use fallback values or conditional logic to avoid mail merge disasters, like saying “Hi ,” because there was no merge field for their first name.

How to set up high-level cold email personalization features

Lots of high-level personalization

With GMass, you can (of course) use any mail merge personalization variable — as long as it’s a column in your Google Sheet, you can use it in your email.

But personalization with GMass goes several steps deeper as well (the links below take you to the instructions):

Embedding images to better mimic individual emails and reduce image blocking 

Embedded images are the images you directly insert into an email in Gmail, by uploading your picture (or pasting it in). Hosted images live on an external server. (For more on the differences and a deeper dive, check out our article on embedded vs. hosted images.)

The key difference is with embedded images, the full image content is included within the email — no call to an external server required.

That means the image is way less likely to be blocked, is still viewable when the user is offline, and better mimics the “natural” way you’d include images in an individual email — because if you were typing a regular email and including an image, this is how you’d do it.

Optimal settings for images in cold email campaigns

Embedded images are a superior choice for cold email campaigns, for all of the reasons enumerated above. 

GMass is one of the only cold email platforms that can embed image content into emails. Most others, like Mailchimp or essentially any email platform where you’re not working in the Gmail compose window, only use hosted images.

How to embed images in your cold emails

The embed images setting

By default, GMass will use embedded images — they’re undeniably better for your campaigns. To embed an image, just put the image in your email as you normally would (insert it in Gmail or just paste it in).

However, if for whatever reason you prefer hosted images, in the Advanced section of the GMass settings for your campaign, you can choose between embedded and hosted images.

Keeping open tracking on while turning click tracking off 

Not every cold emailer wants to track every stat for every campaign. In fact, it’s popular to keep open tracking on, but turn click tracking off. (Some of the most hardcore cold emailers may even turn off open tracking as well.)

Why? Maybe you think adding click tracking to your links will make them seem spammy when someone sees them in plain text or mouses over them in rich text (after all, if they mouseover your website and see https://yoursite.com it’s a different vibe than seeing https://ec2-52-26-194-35.us-west-2.compute.amazonaws.com/x/d?c=sa12w3s&l=ccedb989-b898-4897-b7c6-70fdb92bec9a&r=b5da9659-69d1-4707-beb0-a9147dfasd413bf341). 

Maybe you don’t want to set up a custom tracking domain, and you’re worried using a shared tracking domain will increase your odds of ending up in spam.

Maybe you’re including a link to a YouTube video and, when click tracking is added, a clickable preview of that video won’t show up in the email.

Regardless of your reason, it’s good to be able to handpick which stats you do and don’t track.

Optimal settings for open tracking and click tracking in emails

Open tracking can be valuable — and many cold emailers like to keep it on. Open tracking is a good gauge of the effectiveness of your subject lines and can help you diagnose issues with an email. (Getting a good open rate but few replies? Your copy and/or call-to-action need work.)

You may, however, want to turn off click tracking. If your goal for your email campaign is to get clicks then, no, you shouldn’t turn off click tracking — you need it to measure your campaign’s effectiveness.

But if you’re optimizing for replies, you’re sending plain text emails, or any other case where click tracking might cause you a problem — it’s okay to turn it off.

How to keep open tracking on and turning click tracking off

Open and click tracking controls

By default, GMass has open tracking and click tracking switched on for every campaign.

To change that, it’s as simple as going into the GMass settings box and un-checking the Clicks box in the Track section.

Stopping follow-ups from going to certain people during a campaign

Most cold email auto follow-up sequences only stop once someone replies. GMass (and most other cold email platforms) automatically handle that process for you.

But, what if somebody calls you in response to your campaign and never replies to your email?

What if a contact sends you a fresh email instead of a reply?

What if they’re so blown away by your cold offer they respond by sending you a fruit basket instead of an email? I mean sure, that’s never happened in the history of cold email, but you could be the first.

What if you’re using paid ads with your cold outreach, which takes the conversation away from your email thread?

Or what if you cold email 700 people at a company hoping one of ‘em will reply — and you get that one reply (so now the other 699 people don’t need your follow-ups anymore)?

You need to remove them from the auto follow-up sequence.

Optimal settings for removing targeted prospects from a cold email follow-up sequence

This is obvious, but the ideal move is to remove a prospect from a cold email series after you hear from them — even if you hear from them in a different medium.

Some of the process has to be manual — for instance, if you get a call from a prospect, you’ll want to manually remove them. (Or set up a very advanced Zapier action connecting your CRM with your cold email platform.)

But, as much as possible, you should try to automate the process of removing leads from your sequences after they respond.

Also — you can add an unsubscribe link to your emails if you think that’s appropriate. An unsubscribe link can affect deliverability, though (as sometimes it triggers email filters or banishes your email to the Promotions tab).

If you don’t use an unsubscribe link, you should manually add contacts to your unsubscribe list if they write you back saying things like “unsubscribe,” “remove me,” or “stop.” Unless the “stop” is followed by “Hammer time,” but approach that on a case-by-case basis.

How to stop follow-ups from going to prospects who shouldn’t remain in the sequence

Removing people from a campaign

It’s simple to remove prospects from an auto follow-up sequence, even if they haven’t taken your pre-designated “stop the sequence” action.

To remove individual addresses or an entire domain name from a campaign in GMass, head into your Gmail Drafts, find the draft for the campaign, open it, and go into the GMass settings box. In the Advanced section, under the Suppression settings, you can enter email addresses or a domain.

You can also set up GMass to automatically stop follow-ups to an entire domain once any person with an email address at that domain responds to a campaign. In the GMass dashboard, go to Settings and head to Auto Follow-ups, then check the box next to “Domain matching.”

Domain matching on auto follow-ups

To skip weekends or not to skip weekends — the choice is yours

It’s long been thought that you’ll get the best results if you send emails to people at the time of normal business hours for their individual time zones.

In fact, many email platforms include a feature such that they’ll optimize this for you and send emails to people only during their working hours.

But is that really still necessary in the 2020s? In GMass, you can set the times and dates when you send your campaigns and each of your follow-ups — but we don’t automatically optimize to try to send to each person during the 9-to-5, Monday-to-Friday window.

We simply don’t believe it’s important anymore. The world has changed a lot in the two decades since sending email campaigns became trendy.

Now, people travel more frequently, work at all hours of the night and check email on their handheld devices every day of the week.

Optimal settings for sending emails on weekdays only (or not)

This is a serious “your mileage may vary” situation. You may want to send only on weekdays and set all of your follow-ups to go out at 9:01 A.M. You may figure that’s not important anymore and emails can go out any time of day, any day of the week.

You might even find better results by sending your emails at non-traditional times, when people aren’t at work and dealing with a bunch of other cold emails from other people.

Our recommendation is to test different send timing to find what works best for your target audience.

How to schedule cold emails and follow-ups (with the option to skip weekends)

The skip weekends setting

You can set the timing for your first email in a campaign and for every auto follow-up in the GMass settings box for the campaign.

To skip weekends, just check the box for “Skip weekends” in the Schedule section of the settings. 

Adding the prior message below the conversation, even in a new thread

Cold emailers traditionally send auto follow-ups as replies to the previous message.

But there may be situations where you want to send follow-ups as new messages; say, to try a different subject line to see if it better grabs your prospects’ attention.

In those cases, even though you’re starting a new thread, you may still want your previous message history to appear in the email. 

After all, having the message history there probably simulates what you’d do in a one-on-one email situation as opposed to this mass email situation. If you were individually emailing someone but wanted to change the subject line, you’d open the conversation in Gmail, hit reply, then edit the subject line. That would preserve the message history in the new email.

And since cold emailing at scale is all about making it look like you’re not cold emailing at scale — including message history even in new threads is a good thing.

Optimal settings for making sure prior message history appears in every cold email conversation

If you’re sending traditional cold email replies, you won’t have to worry about this — the message history will be there, no problem.

But if you’re sending new threads with new subject lines, make sure you’re using a cold email platform (yeah, like GMass) that allows you to include prior message history.

You may even want to send a new campaign as a reply to your last message with each recipient, whenever that may be — keeping not just the message history from your new campaign, but your total message history.

How to make sure prior message history appears in your cold email threads (even those with new subject lines)

Forcing prior message history is an account-wide setting

GMass offers a setting in the dashboard to force prior messages from an auto follow-up campaign underneath your conversation, even if it’s in a new thread with a new subject line. This is in the dashboard because the setting applies to your entire account, not just on a campaign-by-campaign basis.

Head to your GMass dashboard, click Settings, go to the Auto Follow-Up settings, and check “Force prior conversation below message.”

If you want to send a new campaign as a reply to your prior conversation with each contact, you can set that up in the GMass settings for the campaign. Go to the Advanced section of the settings and for “Send as,” choose “Replies.” (If you don’t have any prior messaging history with that contact, the email will just go out as a new thread.)

Running quick A/B tests than instantly implementing the results

We’ve mentioned running tests multiple times throughout this article — and that’s because testing is a huge tool for people who are serious about improving and maximizing the effectiveness of their cold email campaigns.

With A/B testing, you can see which version of a subject line gets more opens. You can try out different calls-to-action to see what yields more clicks or replies. You can test personalization versus non-personalization, humorous versus straightforward copy, Comic Sans versus any other font — pretty much anything you can think of in your email subject line or message.

Well, maybe don’t test Comic Sans. The rest of the ideas are all good though.

Optimal settings for A/B testing in cold email campaigns

In theory, it’d be great to test something during every campaign. Send one variation to a group, send another variation to another group — then send the more effective variation to the rest of your list.

That sounds… complicated and time-consuming. We’ll try to un-complicate and… um… un-time-consume it.

How to set up quick A/B tests for cold email campaigns

Running an A/B test

GMass runs A/B testing a bit different than a lot of the other cold email platforms — with GMass, our goal is to bring A/B testing directly into your workflow to save you a ton of time and effort.

In GMass, you can set up an A/B test by putting our special spintax commands in one email — so you can test variations without composing multiple emails. Then you can designate how many people you want to send each variant to (say, each goes to 25% of your list for a campaign).

Once those test emails are done, GMass can automatically send the “winning” variation of the email to the rest of the list, or you can make that choice manually. 

One of the biggest reasons why cold emailers don’t run A/B tests is the mountainous hassle of it all (normally, it requires creating multiple emails, sending them to specific groups, then monitoring the results and making a decision). At GMass, we’re taking the hassle out of A/B testing — find what variation gets you the best results in as few steps as possible.

Breaking Gmail’s daily sending limits to get your campaigns out on time

Gmail is a fantastic platform for cold email (well, not natively because they don’t offer native cold email features, but when you pair Gmail with a tool like GMass). Gmail is a platform you’re already comfortable with which means you don’t have to learn a whole new email app (and that app’s quirks). Plus, the deliverability is through the roof — once your email address is warm, you should be in great shape because no email clients are blocking Google’s IPs.

But if there’s something that could work against Gmail as a cold email platform, it’s the sending limits. For a regular gmail.com account, you’re limited to 500 emails per day; for a Google Workspace account, you’re limited to 2,000 emails per day.

And when you’re sending large cold email campaigns, or running multiple campaigns with follow-ups simultaneously, it’s really easy to hit those limits. After all, if you’re using advanced tricks to find emails or 

Optimal settings for working around Gmail’s sending limits

The real optimal setting? Not worrying about Gmail’s sending limits.

With GMass, you can use a third-party SMTP server to send virtually unlimited cold emails through your Gmail account.

Worried that might affect deliverability? With our Deliverability Wizard, you can gauge for yourself how emails sent through Gmail directly compare with emails sent through Gmail via a third-party SMTP.

For the past 30 days as of this writing, campaigns sent direct through Gmail only had a 16.6% open rate; campaigns that used a SMTP service had a 18.6% open rate. So no significant difference — and the SMTP campaigns even performed better.

How to break Gmail’s limits on cold email campaigns

Sending with a third-party SMTP service

GMass has several methods for breaking Gmail’s limits to send virtually unlimited daily emails. 

Your best bet for large cold email campaigns: Use a third-party SMTP server like SendGrid with GMass to send 10,000 or more cold emails in a day. 

Cold email tactics: Final thoughts on the best cold email settings and features for optimized, effective campaigns

Serious cold emailers know there’s more to an effective cold email campaign than setting up a few emails, maybe tossing in one or two mail merge tags, hitting Send, and just sitting back and waiting for millions of dollars to roll in.

There are lots of other important cold email tactics, settings, and features you need to get the most out of your cold email campaigns. Those include:

  • Adding a pause between emails. While there’s no definitive answer on the deliverability effect of adding a pause between cold emails, throwing a few seconds in between each send probably can’t hurt.
  • Sending auto follow-up sequences. Auto follow-ups an indispensable part of cold email campaigns — but there are lots of little settings within your auto follow-ups that can make a big difference on your results.
  • Personalizing emails to the max. There’s a lot more to personalization than just adding in a contact’s name with a mail merge.
  • Embedding images. Embedded images in Gmail are less likely to be blocked and are a big step toward making mass emails seem like personal emails.
  • Turning off click tracking. Open tracking is almost always valuable, but in some situations, click tracking is not — and in those situations, you should turn it off.
  • Removing people from sequences as necessary. You need to make sure prospects stop receiving auto follow-up emails after they’ve replied — even if they don’t reply via email (or someone else at their company replies for them).
  • Scheduling emails for the right times. Do you really need to send your emails during normal business hours on weekdays — or are off-hours and weekends fair game? Test and find out.
  • Including the prior conversation below your message. No matter how you send campaigns and follow-ups, it’s always good to include your conversation history in the message.
  • Running fast A/B tests. Bring A/B testing into your campaign workflow to squeeze a little extra optimization out of every campaign.
  • Getting around Gmail’s sending limits. Gmail limits how many emails you can send on a given day. Get around those limits with GMass by incorporating a third-party SMTP server.

Ready to optimize the settings for your cold email campaigns to get the best possible results? GMass makes it easy to do virtually everything we’ve discussed in this article.

Join the 300,000+ other cold emailers (plus everyone from churches to job recruiters to DJs) using GMass to send their campaigns.

Download the GMass Chrome extension from the Chrome web store to get started for free — and to send your first ultra-optimized campaign in a matter of minutes

See why 99% of users say they’ve had their best deliverability ever with GMass

Email marketing, cold email, and mail merge all in one tool — that works inside Gmail


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Need to write a great cold email but want some guidance on your cold email copywriting?

Writing a high-converting cold email requires thorough research about your target audience and a solid understanding of the key components of an email copy.

Sounds intimidating?
Don’t worry.

To help you out, I’ll go over the four main sections of a cold email. I’ll then list ten actionable tips to help you ace cold email copywriting and share three ready-to-use cold email templates you can steal.

As a bonus, I’ll show you the best cold email tool of 2022.

Cold Email Copywriting: Table of Contents

(Click on links to jump to specific sections)

Let’s go.

The 4 Key Sections of Your Cold Email Writing Copy

Before writing the cold email copy, ask yourself: what makes a great email?

Simply put, a great email has:

We’ll take a closer look at each section to help you craft a high-converting cold email copy:

A. Subject Line

Your subject line is one of the first things a recipient notices about the email.

If your subject line is bland, generic, or spammy, your cold email may get buried under the onslaught of other emails in their inbox. 

In fact, 47% of recipients decide to open an email solely based on the subject line.

My point?
Your email subject line should capture the reader’s attention from the get-go.

To that end, personalize the subject line by mentioning your recipient’s name or company name, a mutual connection, an intriguing and relevant statistic, or a unique pain point your audience struggles with.

But keep things short.
Otherwise, you risk losing the reader’s attention.

To set you up for success, here are three subject lines you can try today:

  • How [product/service] solves [prospect’s pain point]
  • Congrats on [trigger event], [prospect’s first name]!
  • [X]% companies in [prospect’s niche] use this tactic for [objective]

Discover 43 cold email subject lines that get your emails opened.

B. Opening Lines

The subject line may get your foot in the door — earning you an open.

But it’s the opening lines that convince a recipient to keep reading.

Your opening lines must pique the reader’s interest and help you start a conversation. More importantly, they should tell readers why they should care about your cold sales email and should set the stage for your main email body copy.

You can take inspiration from these three opening lines:

  • What would you do if you could achieve [milestone], [prospect’s first name]?
  • [Mutual connection’s name] said we should talk about [your area of expertise].
  • I’m reaching out to you about [clear objective].

Learn how to start a cold email, including the best salutations and opening lines.

C. Main Body

Imagine that your opening lines captured the reader’s attention, and they want to read on.

What now?
Your cold email’s main body should deliver on everything you’ve promised or claimed so far.

For example, if you promised to share a strategy for scaling up website traffic from 0-10,000 monthly visitors, tell them how. Explain the reasoning behind your strategy, and highlight past results. And if you’ve got any charts, add those too.

Essentially, showcase what you can do for the recipient — your value proposition.

Here’s a main body copy example for reference:

[Your company name] helps customers in [lead’s industry] accomplish [relevant goal]. 

We achieve this through:

  • [Strategy #1]
  • [Strategy #2]
  • [Strategy #3]

Recently, we helped [lead’s soft competitor] reach [relevant milestone]. Here’s the complete case study showing the exact steps we took to get there: [URL to case study]

D. Call to Action

Once a lead finishes reading the email main body, you need to tell them precisely what to do next — schedule a meeting with you, visit your landing page, read a case study, or watch a short video.

That’s where a call to action (CTA) comes in.

A clear CTA prompts readers to engage with your content further and drives them towards conversion.

But a word of caution.
Stick to a single CTA per email. Too many CTAs can overwhelm readers and hurt engagement.

Check out three hard-to-ignore CTAs you can steal today:

  • Download the complete case study!
  • Schedule a meeting with me here: [meeting scheduler URL]
  • Sign up for the webinar.

Go back to Contents

Now that we’ve gone over the main components of a cold email, I’ll share some no-nonsense tips to level up your cold email copy game.

10 Practical Tips to Level Up Your Cold Email Copywriting Efforts

Here are ten actionable tips to help you ace cold email copywriting:

1. Know Your Target Audience — Their Goals, Challenges, and Preferences — Inside Out

Your cold emails won’t get responses if you don’t understand the target audience thoroughly.

What do I mean by that?
You need a clear understanding of your prospects’:

  • Goals.
  • Challenges.
  • Preferences.

Let’s take the example of an eCommerce store selling skincare products to understand what it means to really know your target audience.

One goal for buying skincare products can be to protect your skin from internal damage. Another might be slowing down the aging process. Some consumers will purchase these products to address skin-specific issues.

A challenge your potential client might face is buying without testing these products.

As for preferences, your prospects may be inclined towards ethical and vegan skincare products.

My point?
Knowing their aspirations, pain points, and interests helps you craft cold emails that resonate better with your target audience.

2. Ask Incisive, Open-Ended Questions in Your Cold Emails

Your cold email isn’t about pushing a sale.

In contrast, it’s about starting a conversation with a lead so that you can gradually build a relationship with them.

One way to get recipients talking is to ask questions.
But not just any questions.

You need to ask incisive and open-ended questions that force readers to think and reveal valuable insights about their business, like:

  • How do you usually address [pain point] in your company?
  • When using [competitor’s product/service], do you face any issues?
  • What do you think about [industry trend]?

However, when asking questions, don’t go overboard. You wouldn’t want to make it seem like an interrogation.

3. Be Crystal Clear about Your Value Proposition in the Email Copy

Many marketers and sales professionals focus too much on themselves. They ramble on about their company, products, features, pricing, etc.

But that’s a terrible idea!
Your customers probably don’t care about you. They want to know how you can help them.

A better idea is to write email copy that focuses on the prospect’s aspirations, pain points, experiences, and how your offerings fit into the picture.

Simply put, show prospects how you can benefit them without sounding sales-y.

Wondering how to do that?
Let’s say your SaaS company helps readers find their prospects’ email addresses.

Instead of talking about the clever technicalities of how your product works, tell readers how much time your product can save them. Help them understand the kind of ROI they can expect. Show them how your product will make their lives easier.

Being clear about your value proposition gives prospects the confidence to engage with your cold sales email and potentially become a customer.

Go back to Contents

4. Personalize Your Cold Email Copy for Relevance

Sending a generic cold email is a surefire way to get ignored or marked as spam.

Personalizing your emails makes them more relevant to the reader and shows you’ve researched well about the reader before reaching out.

How do you personalize an email?
To begin with, include the recipient’s name or company name in your subject line and body copy.

Then, take things up a notch by mentioning:

  • A shared interest.
  • A blog post they wrote that caught your attention.
  • Any relevant trends in their industry or niche.
  • A business goal they’re pursuing.
  • A pain point they’re struggling with, and more.

Essentially, use personalization to make your email look tailor-made to the recipient. Show the reader that you see them as a real person with genuine needs and not just as another name on a faceless list.

However, a bit of advice — while personalization is great, don’t over-personalize your emails.

For example, mentioning a comment the prospect left on a Facebook post six years ago is probably a bad idea. It may come across as trying too hard and can actually hurt your conversion rate.

Ideally, stick to recent, professional, and public information when personalizing your emails.

5. Establish Credibility by Adding Social Proof to Your Emails

Your readers may not trust everything you say in the cold email.

And that’s fair.
They don’t know who you are or what your story is.

You need to show them what makes you and your product/service stand out.

But how?
Easy — just add social proof to your cold sales emails.

Social proof is any evidence showcasing the value a customer received from using your product or service.

As social proof, you can include:

  • Customer testimonials.
  • Case studies.
  • Press mentions.
  • Approvals from industry-recognized experts.
  • Awards, and more.

A customer saying how much your product has helped them is much more compelling than you talking about the product’s benefits in your cold pitch. It gives prospective customers a hint of what they can experience when working with you.

6. Leverage Urgency, Scarcity, and Exclusivity in Your Cold Emails

Even if you send a great cold email, there’s a real chance the recipient puts it off for later.

They could be busy at the moment, and replying to your email may not be a priority. But then life happens, and the next thing you know, the recipient has entirely forgotten about your email.

Don’t let that happen.

Here’s what you can do about it:

  • Leverage FOMO (Fear Of Missing Out) to create urgency while cold emailing. Add phrases like “don’t miss out” and “limited time offer” to your email subject line and body copy.
  • Use scarcity to prompt action from recipients. For example, if you own an eCommerce watch store, mention something like “Only 12 watches left at this price – buy yours now!” in your subject line.
  • Promise exclusive benefits to people who respond to your cold email campaign — a unique discount code they can use during checkout, a free month when subscribing to your service, etc.

Essentially, incentivize prospects to act soon before their interest in your offerings goes down.

Go back to Contents

7. Send Value-Added Follow-Ups to Your Cold Emails

Sending a single follow up email can improve your response rate by 65.8%.

While follow-ups are powerful, very few salespeople utilize the full potential of follow-up emails. Most sales reps send generic follow-ups gently reminding the recipient about the first email they sent out.

But there’s a better way: sending a follow up email that adds value.

What do I mean by that?
In your follow up email, try to:

  • Link to a helpful blog post.
  • Share a relevant case study.
  • Offer tips to overcome a pain point.
  • Suggest best practices to improve a process, and so on.

Providing continuous value through your follow-ups shows prospects you care about helping them out. As a result, they’d be more likely to engage with your cold email.

Learn how to write a sales follow-up email with proven templates.

8. Edit Out Errors and Spam Words from Your Cold Email Copy

When you’re done crafting the cold email, thoroughly proofread your email.

Check for:

  • Typos.
  • Stray punctuations.
  • Grammatical errors, and more.

Any errors can take away from your cold outreach email’s clarity and hurt your credibility.

Additionally, remove any suspicious words from your cold email copy like “lowest price”, “loans”, “no fees”, “full refund”, etc. Such words may trigger the spam filter and cause your cold email to go to the spam folder, hurting your open rate and email deliverability.

Discover why your emails go to spam and how to solve it.

9. A/B Test Your Cold Email Campaigns to Check Their Effectiveness

You can research a prospect, personalize your cold email, reach out to the right person, add social proof, and do everything by the book.

After all that effort, a good cold email you write can still get ignored.

That’s okay.
It happens to the best of us.

One strategy you can use to achieve a great email response rate is A/B testing or split testing.

During A/B testing, you test different versions of a cold email copy to see which version brings the best results.

You can experiment with different:

  • Subject lines.
  • From names.
  • Social proofs.
  • CTAs.
  • Email send times, and more.

The end goal here is to develop an effective cold email copy.

10. Convert Your Best Performing Cold Emails into Reusable Templates

Writing an email from scratch every time you want to send a cold email campaign is impractical.

But if your sales team were to save your best cold email copies as templates, you can quickly reuse them later with a few modifications.

In other words, cold emailing becomes much easier once you’ve created a template.

Your sales rep simply needs to:

  • Add/load the cold email template into a new email message.
  • Swap out any personalization fields with relevant info from your CRM.
  • Proofread your email copy.
  • Hit “send”.

GMass automatically lets you reuse any past cold email you’ve sent as a template, making this process as simple as possible.

Go back to Contents

Next, I’ll share some read-to-deploy templates your sales team can use in the next cold email campaign.

3 Cold Email Copywriting Templates You Can Use Today

Here are three cold email templates that can increase your conversions:

1. Cold Email Using the Before-After-Bridge Technique

This cold email template works because it gives recipients an idea of how your product/service can improve their lives. It paints a picture of the prospect’s life before you came in and what it can be like after using your solution.

Subject: [Prospect’s first name], want to overcome [pain point]?

Hi [prospect’s first name],

I know how frustrating [pain point] can be.

If only there were a way to overcome [pain point] without compromising on [goal], right?
There is.

[Your product/service] helps customers in the [prospect’s industry] space achieve [milestone]. 

We do this through:

  • [Technique A]
  • [Technique B]
  • [Technique C]

If you’re interested in learning more about how we can help you, let’s get on a 30-minute call at [time] on [date].

[Your email signature]

2. Cold Email Sharing a Valuable Resource

Sending a value-added cold email positions you as an asset to the prospects. Since it shows prospects you care about helping them reach their goals, they’re likelier to respond to your cold outreach email.

Subject: Thought you might find this blog post helpful, [prospect’s first name]

Hello [prospect’s first name],

We recently wrote an exhaustive blog post on [relevant topic].

It talks about:

  • [Key point #1]
  • [Key point #2]
  • [Key point #3]

I think you might find it interesting.
Here’s the link to the blog post: [URL]

You can check out more related articles on [your website].

Please let me know if you’ve got any questions.

Have a good day,
[Your email signature]

3. Cold Email Following a Trigger Event

A trigger event presents a genuine reason for your sales rep to approach a potential client. If the trigger event is an achievement or milestone, you can write an effective cold email congratulating them and hinting at how your product/service fits into their journey.

Subject: Congrats on [milestone], [prospect’s first name]!

Hi [prospect’s first name],

Just read about [prospect’s company name] achieving [milestone] on [social media platform].
It’s an impressive feat!

Companies reaching [milestone] usually have [objective] as a priority because [reason]. Recently, we helped a company in [prospect’s industry] accomplish [impressive goal] using [strategy]. 

If this interests you, feel free to schedule a meeting here: [meeting scheduler URL]

[Your email signature]

Go back to Contents

Let’s now explore a powerful but easy-to-use email tool that can level up your cold email copywriting efforts.

The Best Cold Email Tool to Use in 2022


GMass is a robust cold email outreach and automation tool that works entirely inside Gmail.

Its advanced capabilities and ease of use make it the go-to cold email software for salespeople, email marketing professionals, startup founders, entrepreneurs, and even employees at social media giants like Twitter and LinkedIn.

With GMass, your can:

  • Automatically personalize your outreach and prospecting emails at scale, including paragraphs, links, images, and attachments.
  • Use A/B testing to optimize your cold email campaign for maximum conversions.
  • Build an email list effortlessly from your Gmail search results.
  • Save your successful sales emails as templates to tweak and reuse in future cold email campaigns.
  • Create workflows to keep sending follow-ups till a recipient responds to your cold email.
  • Schedule your prospecting emails to reach recipients when they’re most likely to reply.
  • Analyze the performance of your cold email campaign through detailed campaign reports.

To use GMass, download its Chrome extension and sign up for free with your Gmail or Google Workspace account.

Go back to Contents

Further Reading:

Cold Email Copywriting: Final Thoughts

Mastering cold email copywriting can be challenging.

But it doesn’t need to be.

Just follow the tips I’ve mentioned above to create effective cold email marketing messages, prospecting emails, and more that resonate with your recipients and improve conversions.

If you’re looking for an easy way to automate and scale up your cold emailing efforts, try out GMass. This powerful cold email outreach software helps you send personalized emails at scale, automate your follow-ups, leverage A/B testing, and do so much more.

Download the GMass Chrome extension today and step up your cold email copywriting efforts!

See why GMass has 300k+ users and 7,500+ 5-star reviews

Email marketing. Cold email. Mail merge. Avoid the spam folder. Easy to learn and use. All inside Gmail.


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As a B2B marketer, you need to master writing different types of B2B emails to help you generate leads, drive sales, and build lasting client relationships.

To help you out, I’ll provide you with a step-by-step guide on how to write effective B2B emails and seven proven B2B email templates you can use right away.

I’ll then share five handy tips to enhance your B2B emails and answer two related FAQs.

I’ll also mention an excellent B2B email automation tool to take your marketing and sales email results to the next level.

Further Reading: 

This Article Contains:

(Click on links to jump to specific sections)

Let’s go!

How to Write Effective B2B Emails (Step-by-Step Guide)

Here’s a detailed guide showing you how to write B2B emails that resonate with your recipients:

Step 1: Use a Compelling Email Subject Line to Catch Readers’ Attention

Your B2B email subject line is the first thing subscribers notice about your email, and it can decide whether they open your email or not.

A study shows that almost 47% of email recipients open an email message based solely on its subject line.

Moreover, your subject line is a warm-up to the conversation you’re about to have.

My point?
Spend time getting your subject line right!

An intriguing subject line, which hints at the email content, can:

  • Capture a prospective customer’s attention.
  • Drive the recipient to open your email.
  • Make an excellent first impression.

Pro tip: Personalizing your B2B email’s subject line with the recipient’s name is a smart way to boost your open rate and response rate.

Need help writing your subject line?
Check out 43 exceptional cold email subject lines to boost your open rate.

Step 2: Address Your Audience’s Pain Points in the Email Body

While an exciting subject line may get a B2B buyer to open your email, only relevant and coherent content will hold their attention.

In fact, most readers skim through the email body, spending just about 8 seconds to read it.

How do you pique a reader’s interest within such a short period?
Simple — draft a concise email body addressing your audience’s pain points.

Essentially, spin a narrative that:

  • Echoes their problems.
  • Empathizes with them.
  • Offers them viable solutions.

Step 3: Conclude with an Impactful Call to Action

Creating interest in your product/service is only half the journey.

Your next goal is to prompt action, getting your target audience to:

  • Sign up for your newsletter.
  • Go to your landing page.
  • Download a case study or whitepaper.
  • Request a demo.
  • Subscribe to your services, and so on.

But how do you do that?
Use a persuasive call-to-action (CTA) to urge subscribers to take action.

When crafting your CTA, remember to keep it direct, clear, and easy to act on ⁠— otherwise, your reader may ignore your email and move on to the next one.

Go back to Contents

Now that you know what goes into a B2B sales or marketing email, let’s look at some effective email templates you can use today.

7 Exceptional B2B Email Templates

Here are seven top-notch B2B email templates for your marketing and sales email campaigns:

1. Welcome B2B Email Template

A welcome email is a friendly way to establish a relationship with your prospect once they sign up on your website.

You can use this B2B email template to introduce yourself, share your value proposition, and welcome a client onboard:

Subject line:Welcome aboard, [prospect’s first name]

Hello [prospect’s first name],

I’m [your name], the founder of [your company name], and I’d like to welcome you to our family. 

We’re a team of [number of employees] innovative professionals working to [mission/values of company].

Here’s a brief run-through of what we offer companies looking to achieve [objective]: [URL]

If you have any questions, feel free to schedule a meeting here: [meeting scheduler URL].

We’re always here to help you.

[Your name]
[Your designation]
[Your company name]
[Your phone number]
[Links to your social media profiles]

2. Product Promotion B2B Email Template

A product promotion email lets you inform a prospect about some promotion you’re running.

It helps generate interest in your offerings and incentivizes prospects to try out your product/service.

Subject line:Get [X]% off on [product/service name], [prospect’s first name]!

Hi  [prospect’s first name], 

We’re thrilled to announce a [X]% discount on [your product/service]. 

You can now leverage the strategies [prospect’s competitor] used to accomplice [goal] at a pocket-friendly price!

If you’re unsure about [your product/service]’s fit for your company, drop us a line. 

We can get on a call at your convenience, and our subject matter experts will answer all your questions — even the tricky ones!

Schedule your call here: [meeting scheduler URL]

[Your email signature]

3. Case Study B2B Email Template

Buyers need to know that your product or service can solve their pain points.

How do you do that?
Sharing a case study — which showcases your success with an existing customer —  in your B2B marketing email can help you build trust with the prospective customer.

Subject line:Here’s how we helped [client] reach [milestone]

Hello [prospect’s name],

If you’re struggling with [pain point], you need to start using [product/service] today.

But don’t take our word for it.
Check out a case study showing how we helped [client] overcome [pain point]: [case study URL]

It covers:

  • Where and when to use [your product/service]
  • How to use [your product/service]
  • Benefits of using [your product/service]

[Your email signature]

Pro tip: A B2B cold email template with a case study is a fantastic option for marketers working on B2B lead generation.

Go back to Contents

4. Request Demo B2B Email Template

A prospective customer may request a product demo before making a purchase.

The demo lets the prospect observe your product’s features/capabilities firsthand and make an informed purchase decision.

Subject line: [Prospect’s first name], schedule your [your product/service] demo here

Hi [prospect’s first name],

Thank you for the demo request!

The demo will show you how [your product/service] can help you accomplish:

  • [Goal A]
  • [Goal B]
  • [Goal C]

Pick a date and time for your demo here: [calendar URL]

If you’d like answers to any specific questions during the demo, please drop us an email with your questions. Our seasoned experts will answer them during your demo.

[Your email signature]

5. Video Email Template

Adding a video to your B2B marketing or sales email makes it more exciting and shortens the recipient’s reading time.

Here’s an email example showing you how to include a video in your email message:

Subject line: [Prospect’s first name], here’s that tutorial you wanted

Hi [prospect’s first name],

We know you’ve been struggling with [pain point]. 

And guess what?
We offer the perfect solution to your problem.

[Your team member’s first name] will help you navigate the nitty-gritty of overcoming [pain point] in this video: [URL to video]

Get in touch if you have any questions.

[Your email signature]

6. Curated Content Email Template

Research-based content is hard to find since it’s often fragmented across different websites.

If a B2B company is looking for such information, you can offer an easy fix by compiling a curated list of well-researched content, as shown in the template below.

Subject line:Learn how experts solve [problem], [prospect’s first name] 

Hi [prospect’s first name],

Tired of browsing the internet looking for solutions to [problem]?

Don’t worry.
Here’s a curated list of inputs from industry experts about [problem]: [URL]

If you have any more questions, let’s get on a one-on-one consultation call to get it all sorted.

Just book a slot in my calendar: [calendar URL]

[Your email signature]

7. Free Trial Email Template

Offering a free trial of your product or service is an effective strategy for enticing a B2B buyer and driving them along your sales funnel.

Use this email template to share your free trial:

Subject line:Enjoy your free trial, [prospect’s first name]!

Hi [prospect’s first name],

My name is [your name], and I’m excited to guide you through your free trial for [your product/service] today. 

I hope you’ve logged in and taken a tour of our [your product service]. 

If not, don’t worry. 

Our “Getting Started Guide” will provide you a quick walkthrough of [your product/service] and help you get things up and running.

During your [X]-day free trial, you can:

  • [Value proposition #1]
  • [Value proposition #2]
  • [Value proposition #3]

To learn more about using [your product/service], subscribe to our email newsletter today: [URL]

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Next, I’ll share some handy tips to make your B2B outreach and transactional emails stand out.

5 Useful Tips to Improve Your B2B Emails

Here are five actionable tips to help you level up your B2B emails:

1. Know Your Audience to Write Emails that Resonate

While crafting a B2B email, knowing whom you’re talking to is as important as what you say.

If you know what matters to your subscribers, you can then effectively craft a B2B sales email or email marketing campaign that addresses their pain points or helps them reach their goals.

But how do you do that?
Start by collecting some basic info about your target audience’s:

  • Industry or niche.
  • Business size.
  • Pain points.
  • Financial situation, and so on.

These details help you build your buyer persona — a detailed description of someone who represents your target audience.

For example, let’s say you provide cybersecurity products. One of your buyer personas could be the Chief Security Officer of a Silicon Valley-based IT enterprise with about 1,000 employees and an annual turnover of $15 million.

Once you build a buyer persona, it’s easier to create content that resonates with your audience.

2. Define Your Objective to Maximize Conversions

When crafting your B2B message, ensure that you’re clear about the purpose of your email.

What do I mean by purpose here?
Marketers and salespeople can use a B2B email to:

  • Sell a product or service.
  • Raise brand awareness.
  • Invite subscribers to a webinar.
  • Share information about a product launch.
  • Secure new subscribers for an email newsletter and more.

Once you clearly state your intentions, draft the email to drive readers towards fulfilling your purpose.

Get them to act with a convincing CTA specifying the next steps a subscriber can follow.

3. Personalize Content for B2B Customers

Even if you’re sending out a mass email campaign, your B2B customers expect you to treat them as individuals and not as faceless names on a list.

Essentially, your B2B outreach or B2B sales email shouldn’t look like a generic message — you should personalize it.

By personalizing your emails, you remind prospects that they’re important to you and that you care about solving their problems.

And when your email messages look tailor-made, recipients will take them more seriously.

To personalize your B2B marketing email, you can:

  • Address the recipient in the subject line.
  • Add the reader’s name at the beginning of the body.
  • Offer solutions to the potential client’s unique pain points.
  • Customize the email content to reflect the reader’s industry or niche.

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4. Keep Your B2B Email Concise and Focused on Triggering Action

A study shows that business professionals send and receive about 121 emails a day.

What does that mean for you?
Since it’s impractical for recipients to go through each email message, keep your B2B email:

  • Concise: stick to around 100-250 words for your email.
  • Engaging: use a conversational tone in your emails and avoid jargon.
  • Valuable: share valuable content, like blog posts, case studies, relevant stats, etc.
  • Actionable: ensure that you include a compelling CTA that stands out.

5. Use an Efficient B2B Email Tool to Enhance Your Campaigns

If you’re a B2B marketer, it can be tedious to email every prospect manually.

Instead, use an email automation tool in your B2B email marketing strategy to automate repetitive tasks and scale your B2B emailing efforts.

A B2B email software solution can help marketers:

  • Automate their marketing or sales email campaign.
  • Analyze email metrics like click, bounce, and open rates of their B2B sales email or marketing campaign.
  • Overcome email sending limits.
  • Test email addresses to reduce bounces and avoid spam filters.

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But which email marketing automation tool should you go for?
Meet GMass.

The Best B2B Email Automation Tool for 2022


GMass is a robust email marketing automation tool that lets you draft and send personalized email campaigns at scale.

Its advanced capabilities make GMass the perfect digital marketing solution for marketers, sales professionals, business owners, etc. GMass is also a popular email marketing tool among employees at social media giants like Twitter and LinkedIn.

With GMass, you can:

  • Automatically personalize your B2B marketing emails, including recipient names, subject lines, paragraphs, images, and links.
  • Build an email list of prospective business clients directly from your Gmail search results
  • Track the open and click rates of your B2B email campaign to figure out the type of content that interests your potential customer.
  • Set the schedule to send out your B2B email marketing campaign at optimal times when your recipients are most likely to engage.
  • Conduct A/B tests to identify the email copy that drives maximum conversions.
  • Save your emails as templates to reuse in future marketing campaigns.

To use these incredible features and more, download the GMass Chrome extension and sign up for free with your Gmail or Google Workspace account.

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I’ll answer some commonly asked questions related to B2B emails next.

2 FAQs about B2B Emails

Here are answers to two questions you may have about B2B emails:

1. What’s the Difference Between a B2B and B2C Email?

B2B sales or marketing emails are messages sent between two business enterprises.

They are professional and benefit-driven, with a clear objective. Moreover, these emails address industry pain points and are sent over a longer buying cycle.

On the other hand, B2C email marketing is usually more friendly, casual, and includes emotional triggers. It’s comparatively more personal and lasts over a shorter buying cycle.

Note: A buying cycle refers to the different stages a lead goes through while buying a product or service.

2.  What Are the Different Types of B2B Emails?

The three prominent types of B2B emails are:

  • Cold Email: Email sent to a potential customer who hasn’t engaged with you yet but can benefit from your product or service.
  • Nurture Email: Follow up email sent to existing leads to nurture and advance them along the sales pipeline.
  • Drip Email: A class of transactional emails triggered by your recipients’ actions.

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Wrapping Up

B2B email constitutes a critical part of any B2B marketing strategy.

My step-by-step guide for writing B2B marketing emails and handy tips for improving them can help with your B2B email marketing strategy.

But if you want to really level up your B2B email marketing campaign, use a powerful email automation tool like GMass. It helps you build an email list, automatically personalize your B2B email campaign, send automated email messages, and do so much more.

Download the free GMass Chrome extension today and take your B2B emailing efforts to the next level!

Ready to transform Gmail into an email marketing/cold email/mail merge tool?

Only GMass packs every email app into one tool — and brings it all into Gmail for you. Better emails. Tons of power. Easy to use.


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Whether you’re a blogger, freelance writer, or social media marketer, email newsletters are a great way to keep your brand visible to existing or potential clients.

Newsletters with relevant and personalized content educate your audience, address their pain points, and nurture long-lasting relationships.

Simply put, email newsletters can help boost your digital marketing efforts.

In this blog post, I’ll briefly cover what email newsletter copywriting is. I’ll then share seven helpful tips to make your newsletter stand out and go over three surprising benefits of email newsletter copywriting.

As a bonus, I’ll mention a powerful email marketing tool you can use to power up your newsletter writing efforts.

Further Reading: 

This Article Contains:

(Click on the links to jump to specific sections)

Let’s jump right in.

What Is Newsletter Copywriting?

Newsletter copywriting is the process of writing newsletters for existing customers or new leads.

Like website copywriting, email newsletter copywriting is about engaging your audience and persuading them to take action.

You can use email newsletters to:

  • Inform your customers about a new product or service.
  • Share white papers to educate your readers.
  • Invite your subscribers to an informative webinar.
  • Showcase a recent press release featuring your brand.
  • Announce exciting offers your readers can benefit from, and so on.

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Let’s look at the essential components of an email newsletter next.

3 Main Components of an Effective Email Newsletter

Your email newsletter must have three key components:

1. An Irresistible Subject Line

The subject line is a window to your email newsletter, offering readers a sneak peek of your newsletter content.

That’s why, as a newsletter copywriter, you’ll need to leverage the email subject line to capture your readers attention.

But how exactly do you do that?
Just use an intriguing question or a humorous one-liner as your subject line to stimulate your audience and get them clicking.

Adding an element of surprise or an attractive offer in your subject line is also a great way to reel in readers.

For example, check out how Dominos Pizza advertises exciting offers in their subject line:


If you’re a pizza lover, it’s almost impossible to resist opening this email.

2. An Engaging Body Copy

After the subject line comes the body copy of your email newsletter.

Since engaging readers is critical, your email body copy must be compelling and concise, with only the necessary details.

But more importantly, your email body copy’s tone should showcase your brand personality.

For example:

  • HBO Max’s weekly newsletter has a laid-back yet inviting voice that uses nostalgia to get viewers excited.


  • On the other hand, edX — an open online course provider — uses a more professional, direct tone.


3. A Straightforward CTA

Drafting a catchy subject line and an impressive body copy may get your readers attention. But it won’t lead them to act on that interest.

A successful email copywriter leverages the newsletter to persuade potential clients to:

  • Subscribe to their services.
  • Buy their products.
  • Visit their website, and so on.

But how do you achieve any of that?
Add a clear call-to-action (CTA) at the end of your email newsletter, telling readers exactly what to do. A call to action gives the recipient the last nudge to engage with you and even enter the sales funnel.

To write a compelling CTA:

  • Use actionable words like “Click,” “Buy,” or “Sign up” to drive readers to take some action.
  • Add a single CTA to the body copy instead of overwhelming readers with multiple, distinct CTAs.
  • Keep the CTA specific to what you want customers to do. “Redeem Your Offer” is a specific CTA that addresses them directly and leads to action.

While you’re at it, customize the CTA button to stand out from the rest of your newsletter body copy.

Check out this CTA in Headspace’s newsletter, asking you to subscribe to their service:


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Next, I’ll share helpful tips for improving your newsletter email copy and taking your email copywriting services to the next level.

7 Actionable Tips for Successful Email Newsletter Copywriting

Here are seven practical copywriting tips you can use to create outstanding newsletter copies for your current or potential clients:

1. Know Your Audience and Address Their Pain Points

Before writing your email newsletter, you need a clear picture of who your ideal audience is.

Even if you craft a stellar newsletter copy, there’s no point if you send it to the wrong audience. For instance, your newsletter about the latest trends in women’s apparel might not be relevant to the demographic of older men.

That’s where knowledge of your audience comes in handy.

Knowing your audience helps you:

  • Understand the type of content your subscribers wish to read.
  • Tailor your newsletter’s tone and structure to fit your readers’ preferences.

This way, you can send relevant newsletters that resonate with the readers and convert better.

2. Create Clear, Personalized Content Aligned to Your Newsletter Goals

People have short attention spans and will likely ignore irrelevant messages.

If you seek to build long-term relationships with your subscribers, respect their time and share only clear, valuable, and informative content.

But that’s not all.
You’ll also need to personalize the email newsletters based on the recipients.

You need to let readers know that you care about them and genuinely want to address their problems through valuable content in your newsletters. This shows subscribers that you see them as unique individuals and not as faceless names on an email list.

To personalize your newsletters, you can:

  • Add your readers’ names at the start of the newsletter.
  • Customize the subject line with the reader’s first name.
  • Modify the images according to the recipient’s demographic or geographic location.
  • Use a more conversational tone throughout the body copy.

Take a look at this newsletter from GEICO that specifically references the reader:


3. Establish Trust by Demonstrating Product or Service Impact

Starting an email marketing campaign is easy.

But to establish credibility among your readers, you’ll need to prove the impact of your product or service on the market. Otherwise, the recipients will have no reason to trust you or your offerings.

But how do you build trust?
Simple — just include instances of social proof in your email newsletters.

You can:

  • Share a customer success story.
  • Feature in-depth case studies.
  • Showcase positive reviews by current users.
  • Highlight press mentions of your brand.
  • Link to white papers with original research, and more.

A customer success story takes center stage in this email newsletter from Copyblogger:


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4. Use Eye-Catching Designs and Visuals

A newsletter with just text content can become monotonous and bore readers.

Feel free to add substance and style to your email campaign newsletters with a generous addition of graphics, images, and videos. Using a sleek template, a few aesthetic pictures, and some classy font can impress your subscribers.

In addition to captivating readers, an attractive email newsletter showcases your brand and its personality for prospective customers.

Here’s an Etsy newsletter with a simple yet elegant design:


5. A/B Test Newsletter Copy to Find the Best Fit for Your Audience

If you’re an email copywriter hoping to optimize your content marketing strategy, create slightly different versions of your email newsletters.

You can create variations of the newsletter’s:

  • Subject line.
  • Body copy.
  • CTA.
  • Template, and more.

After that, test the success of each version in achieving your email marketing goals.

Split testing (A/B testing) different components this way can reveal what your email subscribers look for in your newsletters — what makes them click on your CTA or discard the copy without reading.

It also helps you fine-tune your email marketing strategy and adapt to the evolving needs of your target audience.

6. Optimize the Schedule of Sending Email Newsletters

Sending newsletters to clients’ inboxes consistently is one way to improve the open rates for those emails.

However, this doesn’t mean you send out an email newsletter every time you’ve got something to share.

Too many newsletters can overwhelm your audience.

A monthly newsletter with interesting and important updates can be a welcome sight in your readers’ inboxes. On the flip side, a weekly newsletter only makes sense if you’ve got a ton of value to share or an exciting time-specific offer.

But when should you send out your newsletters?
Send your email newsletters during the mornings on weekdays when your readers are most likely to click on them.

Avoid sending them at night or on weekends, as they’ll probably land at the bottom of your client’s inbox pile and remain unnoticed.

7. Create Customizable Newsletter Templates

Creating an email newsletter for every new marketing campaign can be daunting.

Fortunately, you can design customizable templates that can be reused for future newsletters.

With customizable templates, you can present all the relevant information while personalizing the newsletter for your audience. But the template you use must also match the purpose of your newsletter and follow a style that complements your content.

Are you launching a new product?
Or, maybe you’re offering a massive discount for existing customers?

You can use an email newsletter with appealing visuals and concise text in either case.

Here are a few newsletter examples that use eye-catching templates:

  • This email newsletter by Nike introduces a new product with an excellent copy and an attractive image taking center stage.


  • Kate Spade’s email campaign focuses on the incredible spring season discount for existing customers, with its offer dominating the email copy.

Kate Spade

  • Amazon’s newsletter provides a list of Kindle deals, with a balance of text and images.


While your newsletter’s template can vary depending on its purpose, you can always repurpose it for a similar email marketing campaign in the future.

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Now that you’re equipped with some practical tips to enhance your newsletter copywriting process, let’s go over some benefits of writing newsletters.

3 Major Benefits of Newsletter Copywriting

The three advantages of email newsletter copywriting are:

1. Build Brand Awareness and Scale-up Website Traffic

Newsletter copywriting services can help startups, business owners, and individual clients effectively convey their brand’s value proposition to potential customers.

With email newsletters, you can:

  • Raise brand awareness.
  • Build an audience.
  • Improve traffic to your website.

The more time customers spend engaging with your content, the likelier they will remember your brand.

And by including a CTA that redirects to your website, you can easily scale up traffic.

2. Improve Your Credibility and Authority

Newsletters that consistently provide valuable info become sources of knowledge for readers.

Writing informative newsletters related to your niche can help establish your legitimacy and authority among your target audience.

For instance, this newsletter from the Stamford Health Department of Surgery showcases their surgeons’ deep expertise:


3. Nurture Leads and Increase Sales

Once prospects sign up for your email newsletter, you can add them to your email list.

After that, send the potential customers in your email list a monthly or weekly newsletter featuring essential details about your products/services, exclusive discounts, and more.

This way, you can get readers excited about your offerings and convert more sales.

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Now that I’ve covered the benefits of newsletter copywriting, let’s talk about an easy-to-use email marketing tool that can help level up your newsletter and email copywriting results:

Step Up Your Newsletter Copywriting Game with GMass


GMass is a powerful email marketing automation tool that lets you create and send personalized email newsletters at scale.

Its ease of use makes GMass the ideal email marketing solution for copywriters, digital marketers, SEO specialists, and small business owners. GMass is also the go-to email marketing tool for employees at social media powerhouses like Twitter and LinkedIn.

With GMass, you can:

  • Automatically personalize email newsletter copies by including recipient names, subject lines, customized paragraphs, images, and links.
  • Conduct A/B tests to identify the newsletter copy that converts best.
  • Track open and click rates of your email newsletters to assess the type of content that interests your subscribers.
  • Schedule to send your newsletters at optimal times when your readers are most likely to engage.
  • Build an email list of prospective subscribers directly from your Gmail search results
  • Save your emails as templates to reuse them in future campaigns.

To use GMass, download the GMass Chrome extension and sign up for free with your Gmail or Google Workspace account.

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Wrapping Up

To become a successful newsletter copywriter, you first need to understand your target audience. Only then can you craft personalized content and persuasive CTAs that encourage your readers to act.

The no-nonsense tips listed in this blog post can help level up your email copywriting service, grow your audience, and heighten your brand awareness.

But to really amp up your newsletter writing game, use a powerful email marketing automation tool like GMass. The tool helps you automatically personalize email newsletters, A/B test them, and do so much more.

Download the free GMass Chrome extension today and take your email newsletter copywriting efforts to the next level!

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Interested in a crash course on cold email copywriting?

There’s much more to effective email copywriting than just writing an on-brand email copy. You’ll also need to personalize your email copy based on the recipients’ interests and AB test it for optimal engagement.

In this guide, I’ll cover what email copywriting is, including the three key components of an email copy. I’ll then share nine practical tips to help improve your email copywriting skills.

As a bonus, I’ll mention a powerful tool you can use for email marketing at scale.

Further Reading:

This Article Contains:

(Click on links to jump to specific sections)

Let’s go!

What Is Email Copywriting?

Email copywriting is the process of writing an email copy for an existing or a potential customer to convert them.

However, conversion in this context isn’t limited to closing a sale.

It can also be about getting a response to your email, a sign up for your newsletter, a download for your ebook — essentially, any goal you’re trying to achieve with the email message.

Before we dive into how you can master email copywriting, let’s look at the main components of an email copy.

3 Key Components of an Effective Email Copy

All effective email copies share three key components:

  • Subject line: it’s your first touchpoint with the recipient and heavily influences your email open rate. Research shows that 47% of recipients open emails based on just the subject line. We’ve written an entire guide on writing cold email subject lines if you want a very deep dive.
  • Email body: your email body is the bulk of your message. It can tell a story, share details about your product or service, showcase social proof, or provide valuable information.
  • Call to action: it tells your reader what to do after reading the email message — sign up for your webinar, download a report, etc. A study reveals that a single, clear CTA in your sales email can increase sales by 1617%.

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Now that I’ve covered what email copywriting is, let’s go over some email copywriting tips you can start using today.

9 No-Nonsense Tips to Help You Excel at Email Copywriting

Here are nine practical tips that’ll help you ace your email copy:

1. Be Clear about Your Email Copy Goals

You can use emails to accomplish a variety of goals:

  • Sell your product or service.
  • Build brand awareness.
  • Get more subscribers for your newsletter.
  • Invite people to your webinar.
  • Drum up interest for a new product launch.
  • Introduce new industry best practices, and more.

However, there’s no one-size-fits-all email copy you can use to achieve these diverse goals.

For instance, if your goal is to nurture an inbound marketing lead, your email marketing copy should focus on slowly nurturing the sales lead and shouldn’t sound too salesy. But if your goal is outbound sales, your sales email copy should quickly build interest in your offerings.

My point?
Have a specific end goal in mind before you start email copywriting.

Once you do, craft your email copy in such a way that every word in your email drives the reader towards fulfilling your end goal — be it sales, newsletter sign-ups, and so on.

2. Know Your Audience — Their Niche, Pain Points, and Aspirations

In email copywriting, “who” you write to must inspire “what” you write.

This means that you’ll need a thorough understanding of your target audience to develop a strategy for effective email copywriting.

But how do you understand the target audience?
At the most basic level, you’ll need a clear picture of the recipients’:

  • Industry or niche.
  • Pain points.
  • Goals or aspirations.

Once you’ve nailed that, create detailed buyer personas showcasing some specific qualities your ideal buyers share. Buyer personas offer a deeper understanding of your target audience and help you create relevant email content that’ll capture the recipients’ attention.

I’ve used the plural personas here because your business may serve multiple customer segments.

For example, let’s say you’re a marketer in a content marketing agency.

One of your buyer personas can describe a CEO at a fintech company in San Francisco earning $1 million annually. Another buyer persona might be a small eCommerce business owner from Austin with $40,000 in profits.

3. Evoke Interest with Crisp, Clear, and Candid Subject Lines

No matter how good an email you’ve crafted, it’s not going to accomplish anything if the recipient doesn’t even open your email in the first place.

And there’s a high chance that even your best email will go unnoticed because the recipient’s inbox is probably flooded with emails just like yours.

That’s why your email will need to stand out from the crowd.

How do you do that?
Simple! You should write subject lines that are:

  • Short and sweet: since many recipients will likely read your email on a mobile device, keep the subject line length between 6-10 words. Otherwise, it could get cut off.
  • Personalized: include the recipient’s name and any other relevant details in your subject line to make it look tailor-made.
  • Clear: paint a clear picture of what your email is about in the subject line and avoid using bait-and-switch tactics that damage your credibility.
  • Intriguing: use a hard-to-ignore email subject line to capture the reader’s attention and get them thinking about what’s inside your email.

Remember, the subject line is your first touchpoint with the audience.

It not only makes the first impression but also gives the prospect a preview of what to expect in the body of the email. Besides, your subject line sets the tone for the rest of your conversations with the recipient.

Wondering what an excellent email subject line looks like?

Here are a few examples you can use for inspiration:

  • Learn how [client name] improved their email deliverability by [X]% in a month
  • Struggling with managing investor relations, [prospect’s first name]?
  • Here’s a blog post revealing my secret behind [digital marketing milestone]
  • How I made [company name] $[X] profit in [Y] months
  • [Prospect’s name], here’s my complete guide to SEO in content marketing

Take a look at 43 cold email subject lines that get your emails opened.

4. Keep Your Email Body Aligned and Relevant

Your prospect will form some expectations about the email body based on your subject line.

For example, let’s say your subject line talks about how you helped a client increase their revenue by $100,000 with a single email marketing campaign.

When the recipient opens your marketing email, they expect to discover the tactics and email marketing strategy you’ve used to accomplish that goal. In other words, your email body copy should align with the promise made in your subject line.

But aligning the email body copy with the subject line is only the first step.

You’ll also need to:

  • Establish credibility: if you’re sending a cold email, establish at the get-go why you’re the right person to approach about a specific topic. Also, featuring customer success stories in your outreach email goes a long way in building trust.
  • Add value: use your unique experiences and insights to enrich the prospect’s life. Share a great example from your personal life, a relevant case study, or a helpful blog post in your email body.
  • Eliminate objections: your recipients won’t readily agree with everything you say, so proactively address any possible concerns or objections in your email body.
  • Personalize your message: since generic messages look spammy and feel irrelevant, personalize your message based on the recipient’s interests to resonate with them.
  • Segue into the CTA: your end goal is to make the recipient do something (for example, click a link to your landing page), so transition smoothly from the email body to your call to action.

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5. Craft a Compelling Call-to-Action Your Recipients Can’t Resist

Your call to action can make or break your conversion rate.

If your CTA isn’t compelling enough, a potential customer will move on to the next thing after reading your email message. And all the effort you put into crafting a valuable email goes down the drain when that happens.

Here are a few pointers to help you create CTAs that can’t be ignored:

  • Stick to a single CTA: many marketers add several different CTAs, but that can overwhelm your reader. Instead, use a single, clear CTA in your email copy.
  • Use actionable language: a CTA should prompt action, so use a clear action word in your CTA. You can use an action word like “explore”, “access”, or “generate” based on your needs.
  • Make the CTA personalized and specific: a specific and customized CTA like “Start your free trial today, [prospect’s first name]” speaks directly to the recipient and inspires action.

For example, here’s an email copy with a compelling CTA:

Subject line : Unlock more [your product/service name] features with our [paid plan name]!

Hey [prospect’s first name],

We hope you’re loving the [free trial/version] of [your product/service name].

Did you know that our [paid plan name] offers more powerful features, like:

  • [Improved feature A]
  • [Improved feature B]
  • [Improved feature C]

You can also benefit from [benefit 1] and [benefit 2] by using [paid plan name]!

Do you find these functionalities useful? Then, why don’t we get on a call to explore how [paid plan name] can help you better achieve your [mission] and [goals]?

Please feel free to book a suitable time on my calendar: [calendar URL].
I look forward to hearing from you.

[Your name]
[Your designation]
[Your company name]
[Your contact details]

6. Ensure That Your Entire Email Copy Stays On-Brand

Every conversation you have with your audience is an opportunity to showcase your brand.

That’s why it’s crucial that your entire email copy — the subject line, email body, and CTA —  reflect your brand voice.

And this brand voice will vary across businesses and industries.

For example, if you’re a fun soft drinks brand, your brand voice can be edgy and witty. You can insert a few cheeky jokes or playful puns in your email newsletter, and your audience will love it! It’s exactly what they expect in your brand’s email content.

However, you can’t use the same tone when email copywriting for a law firm. You’d be expected to adopt a serious and professional tone in your email marketing campaign.

7. Create Personalizable, Ready-to-Use Email Copy Templates

Crafting a great email copy from scratch every time you need to send an email campaign is impractical.

A more efficient alternative is to create email templates you can quickly customize with personalization data.

This way, you can:

  • Save time.
  • Keep your email marketing copy on-brand.
  • Deliver personalized experiences to your prospects.

To help you out, here’s a sample direct email template you can use as a reference:

Subject line : [Prospect’s competitor] achieved [stunning goal] in [X] months — wondering how?

Hi [prospect’s first name],

This is [your first name], and my job is to help companies in [prospect’s industry/niche] achieve:

  • [Goal A]
  • [Goal B]
  • [Goal C]

Recently, we helped [prospect’s competitor] accomplish [stunning goal] — that too, in [X] months. If you’re interested in learning how we pulled that off, check out our detailed case study here: [case study URL]

If you have any questions, just drop me a message. I’d be happy to help!

[Your name]
[Your designation]
[Your company name]
[Your phone number]
[Links to your social media profiles] 

Quick plug! At GMass, we’ve built our cold email platform so it automatically saves your past emails as templates which you can use in the future without any hassle.

8. Edit Your Email Copy for Accuracy and Readability

After you’re done writing the direct email copy, don’t send it out immediately.

Instead, take a break and come back later to do a thorough round of editing.

You should look for:

  • Stray punctuation.
  • Vague phrases or sentences.
  • Confusing repetitions.
  • Inconsistencies in the brand voice.

Essentially, ensure that your email content makes sense, has no errors, and reads well.

Otherwise, you risk confusing the recipient, leaving a poor impression, and failing to achieve your end goal with the email copy.

9. Use A/B Testing to Fine-Tune Your Email Copy

You may follow all the best practices — research your target audience, write clear copy that’s on-brand, and edit your emails to the last letter — and still end up with not-so-great results.

But that doesn’t mean you should give up.

Smart email marketers and copywriters know that email copywriting is at times guessing.
Some things you write just click, while others don’t.

Is there a way to predict if your email copy will work?
Sort of.

Just AB test different versions of your email copies till you find a version with the kind of results you’re aiming at.

What is A/B testing?
In A/B testing (or split testing), you split your audience into two groups and send them two different versions of an email copy to see which one performs better. You then choose the copy that brings the best results.

If you use any cold email AI-written content in your emails, it’s especially important to A/B test to see if they are effective or not.

Go back to Contents

Next, I’ll show you an easy-to-use tool you can use to scale up your email copywriting.

Level Up Your Email Copywriting Results in 2022 with GMass


GMass is a robust email marketing and marketing automation tool you can use to send personalized email campaigns at scale.

Its ease of use and advanced capabilities have made it the perfect email marketing solution for copywriters, marketers, and small business owners. It’s also popular among employees at social media powerhouses like LinkedIn and Twitter.

The best part?
GMass works entirely inside Gmail, so your email copywriter doesn’t have to get familiarized with a new UI.

With GMass, you can:

  • Automatically personalize your sales or marketing email copies at scale, including the recipient names, subject lines, paragraphs, links, images, and attachments.
  • Save your email copy as a template to reuse in a future email campaign.
  • Perform A/B tests to efficiently identify which email copy works best with your email subscribers.
  • Build an email list of your target audience directly from your Gmail search results.
  • Use sentiment analysis to understand how your email subscribers feel about an email copy, and more.

To use this tool, download the GMass Chrome extension and sign up for free with your Gmail or Google Workspace account.

Go back to Contents

Email Copywriting Guide: Final Thoughts

As an email copywriter, you’ll first need a clear goal in mind and an in-depth understanding of your target audience before writing the email.

Once that’s sorted, craft an intriguing subject line, an engaging body, and a compelling CTA for your email copy.

But don’t stop there.
Test your email copy with a small segment of your email list to see if it’s converting.

You can use an email marketing automation tool like GMass to easily perform your A/B tests, automatically personalize your emails at scale, save email copies as templates, and do so much more.

Download GMass’ Chrome extension for free and take your email game to the next level!

Ready to transform Gmail into an email marketing/cold email/mail merge tool?

Only GMass packs every email app into one tool — and brings it all into Gmail for you. Better emails. Tons of power. Easy to use.


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Today we’re launching a new Chrome extension, called Tracker Blocker, that is a companion extension for GMass. If you’re using GMass to send campaigns, you should also install Tracker Blocker so that your open-tracking reports are as accurate as possible.

Get it now!

Install Tracker Blocker from the Chrome Web Store.

What is it?

The Tracker Blocker extension was created to solve a longstanding problem that GMass users have — triggering “false” opens when they open an email from their Sent folder. GMass, or any other Gmail-based campaign sending tool, sends emails directly from your Gmail account, and as a result, they are logged to your Sent folder. It’s impossible, however, to distinguish your contact opening the email in their Inbox versus you opening the email from your Sent folder. Other scenarios may also lead you to opening the email and triggering an “open”, such as:

  • Opening an email from your Sent folder
  • The email bouncing, and then you opening the bounce notification
  • Someone replying to your email, and then opening the reply
  • You set your campaign to create DRAFTS, and then open a DRAFT for editing

The Tracker Blocker extension prevents these “false” opens by preventing the browser from registering an open on your own emails.

Give me the basics!

This extension is a simple extension that blocks network requests to our open tracking server. This prevents false opens from registering if you open an email you’ve sent with GMass.

Click the black GMass icon in the upper-right of your browser to open the settings panel. If you don’t see the black GMass icon, then click the “puzzle piece” icon, find the Tracker Blocker extension in the list and “pin” it.

There are two checkboxes to toggle, one to block pixels and one to notify you when a pixel is blocked. Obviously if you have the “Notify” box checked but the “Block” checkbox unchecked, you won’t be notified of anything.

The settings panel for Tracker Blocker is just two simple checkboxes.

If the “Block” box is unchecked, then opens will register. Perhaps you’re a new GMass user, and you want to test the open tracking functionality to see how the reports look. In that case, you may want to leave the box unchecked. The “Block open-tracking pixels” box must be checked though to enable the pixel blocking functionality.

You can test the blocking functionality and prove its working with a bit of technical wizardry. First open up Chrome’s Developer Tools by right-clicking anywhere in Gmail and choosing “Inspect”. Then navigate to the Console tab. NOw open up an email sent by GMass that you know has an open tracking pixel. Once you do, you’ll see a line appear in the console that looks like:

GET https://ci4.googleusercontent.com/proxy/mbvlSfX7TS0l48CkU54uxsc97v37z7XfcbDWLwQkg9OCbq4wuXGEIv5mxst6... net::ERR_BLOCKED_BY_CLIENT
With Chrome Developer Tools open to the Console, you can see the entries whenever a pixel is blocked.

You may find that when you open an email that has the pixel, that three network requests are actually blocked, and as a result, three browser notifications popup on your computer. We’re not sure why this is, but we suspect that Gmail is specifically trying three times to load an image when it detects a problem. Unfortunately that’s not something we can control.

Additionally, if you’re having opens logged to the Label GMass Reports–>Opens, you will notice that a notification won’t appear here with Tracker Blocker running.

Are you notified when a pixel is blocked?


Notifying you, the user, when a tracking pixel is blocked, is difficult, due to recent updates to Chrome. Our Tracker Blocker extension is built on the latest Chrome extension specification, called Manifest V3, and this latest specification does not, by default, allow our code to fire an “event” whenever a pixel is blocked. Therefore, it’s not possible to reliably alert you when a pixel is blocked, unless you have Chrome Dev Tools open and you’re monitoring the Console, as shown above.

We have implemented a workaround to the limitations in Manifest V3, however, that will allow pop-up browser notifications to alert you when a pixel is blocked, some of the time. Why doesn’t it work all of the time? It has to do with something called “service workers”, and the fact that in Manifest V3, it’s not possible to keep “service workers” alive persistently. Whether we can notify you when a tracking pixel is blocked is dependent on whether at the time of the pixel block, the service worker for our extension is active or not. Unfortunately that’s not something Chrome gives us full control over yet.

If you want to make sure you’re alerted when a pixel is blocked, then:

  1. Make sure the “Notify” box is checked in the settings panel for the extension.
  2. Uncheck and re-check the “Block open-tracking pixels” box, because each time you do that, the service worker is activated for a few minutes, which will allow you to receive notifications
An example of a browser notification in Windows when a pixel is blocked.

The notifications also aren’t fool proof because there are several operating system and browser-level controls that can prevent notifications from appearing, so if you want to know for sure that the extension is working and blocking pixels, you can do so by opening up Chrome’s Developer Tools and following the instructions above.

I thought GMass’s open tracking pixel was unblockable…

If you’ve kept up with GMass’s developments over the years, you might recall that in 2021, we re-programmed our open tracking pixel to make it unblockable by pixel blockers. This generated quite some controversy, as you can tell if you read the comments in that blog post. In order to allow Tracker Blocker to block the GMass open tracking pixel, we did have to modify the URL pattern of the pixel. It is now slightly blockable, but only if you know the pattern we’re using, and to our knowledge, we’re the only ones that know the pattern.

Will pixels be blocked on mobile devices?

Because Chrome extensions, by their very own nature, only work on desktop operating systems and not on mobile, it is simply not possible to block open tracking pixels from firing on mobile devices. This includes native email client apps like the Gmail app and logging into webmail clients using a web browser on mobile devices.

How do other email outreach platforms solve this problem?

All email outreach platforms that connect to Gmail face this same issue of allowing “opens” to be triggered by the user opening up their own Sent email. If the platform is a Chrome extension like GMass, then it likely includes pixel blocking functionality that is based on Manifest V2, and that functionality will stop working in 2023 when Chrome disables V2 functionality. Examples of these types of Chrome extensions include SalesHandy and Mixmax.

If the email platform is entirely web-based, then there’s simply no way for the platform to prevent false “opens”, unless the platform also offers a Chrome extension that can block pixels, and none of them do. Examples of these platforms include the cold email tools Mailshake and Lemlist.

Interestingly, a popular Chrome extension called MailTrack, which adds tracking to individual emails, solves this problem in a unique way. MailTrack adds a tracking pixel to all individually sent email, but instead of blocking the pixel from firing if the user opens a sent email, MailTrack quickly deletes the entire message from the Sent mail folder and replaces it with a new message that doesn’t have the tracking pixel. This achieves the objective of preventing the user from firing their own tracking pixel. This is a creative approach that isn’t feasible for an email outreach platform because using this same technique would triple the time and processing power needed to send each individual email, due to  the additional steps of deleting the Sent email and re-inserting it. See our article about MailTrack’s approach to creatively solving other challenges.

Frequently Asked Questions:

Q: If GMass users can use this for more accurate open tracking, can’t email privacy advocates also use it to stop us from tracking their opens?

A: Yes, but we suspect that the use case for privacy will be limited. We’ve concluded that by analyzing other Chrome extensions that also block tracking pixels and seeing that their install count isn’t particularly impactful.

Q: Why didn’t you just bake the pixel blocking functionality into the GMass extension instead of creating a whole other extension we have to install?

A: Because Tracker Blocker is based on new Chrome extension technology, called Manifest V3, that Chrome is now requiring, and baking it into GMass isn’t possible anymore. Furthermore, we plan to support competitors’ platforms and block their pixels as well, so it made sense to make this a different extension entirely.

Q: Aren’t there other pixel blocking extensions already in the Chrome Web Store? Why did you create your own?

A: There are other pixel blocking extensions, such as Trocker (10,000 users) and Ugly Email (90,000 users) and PixelBlock (90,000 users) but in analyzing them, we found that they’re a) not supported well, b) they haven’t been updated in a long time, and c) they’re based off of the older Chrome extension technology (Manifest V2) that will be phased out in the coming year. That means, eventually, all of these extensions will just stop working, unless their developers decide to rewrite them.

Q: What’s the difference between the old extension technology (Manifest V2) and the new extension technology (Manifest V3)?

A: There are a lot of differences, and you can read about them directly from Google here, but the main difference that applies to software that blocks network requests, as Tracker Blocker does, is that in Manifest V2 this was done via a Chrome API called webRequest, and in Manifest V3, webRequest is no longer available, and now a new API called declarativeNetRequest must be used. You may have heard about the controversy surrounding this change when Chrome first announced Manifest v3 because at the time, it affected the ability for ad blockers to work. The differences between the two APIs are explained on the Chromium blog and in the official developer docs.

Ready to transform Gmail into an email marketing/cold email/mail merge tool?

Only GMass packs every email app into one tool — and brings it all into Gmail for you. Better emails. Tons of power. Easy to use.


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Outbound email marketing is one of the best ways to approach people who are unfamiliar with your offerings.

However, for your outbound campaign to succeed, you’ll need to build a targeted email list, craft compelling outbound email messages, develop a solid follow-up strategy, and do so much more.

Don’t worry.

In this article, I’ll cover what outbound email marketing is and the four critical differences between outbound and inbound email marketing. I’ll also go over seven practical tips to help you run an effective outbound email marketing campaign.

Outbound Email Marketing: Table of Contents

(Click on links to jump to specific sections)

Let’s get started.

What Is Outbound Email Marketing?

Outbound email marketing is a type of direct marketing where you email people who haven’t heard about your product or service.

Generally, sales reps and digital marketers use outbound email marketing to:

  • Establish a connection with a potential customer.
  • Gauge interest in a product or service.
  • Build brand awareness.

Outbound emails are usually unsolicited since the recipients haven’t given you prior permission to contact them.

However, it doesn’t mean that outbound emails are spam.

What’s the difference?
This comes down to the cold email vs spam debate. Unlike spam emails that are indiscriminately sent to anybody and everybody, outbound emails are only meant for relevant leads who can actually benefit from your offerings.

Learn what spam emails are and five ways to stop them.

Go back to Contents

Now that I’ve covered what outbound email marketing is let’s go over how it’s different from inbound email marketing.

Outbound Vs. Inbound Email Marketing: 4 Key Differences

Outbound and inbound email marketing mainly differ based on four aspects:

A. Approach

1. Outbound Email Marketing

Outbound marketing (direct mail marketing, telemarketing, Google ads, social media marketing) is proactive.

You initiate the conversation by sending cold email outreach messages to a potential customer, even if they haven’t expressed interest in your offerings. This message would be a cold email designed to capture the recipient’s attention in the case of outbound email marketing.

Check out my complete guide to cold email for cold email writing tips, templates, and best practices.

2. Inbound Email Marketing

Inbound marketing leverages helpful resources like blogs, whitepapers, case studies, etc., to attract and retain customers.

Once someone signs up for your email list or purchases a product from your website, you send them relevant messages to keep them interested in your product. These messages can be a welcome email, a promotion email, an abandoned cart email, and so on.

B. Engagement

1. Outbound Email Marketing

Outbound email marketing tends to have a lower engagement rate when compared to the inbound email marketing method. (The benchmark for the average cold email reply rate across all industries is around 1% to 5%.)

That’s because you’re emailing recipients who haven’t opted-in to receive your communications.

2. Inbound Email Marketing

You send inbound emails only to targeted leads who’ve opted-in to hear from you.

As a result, inbound email marketing generally has higher open and response rates than outbound email marketing.

C. Speed

1. Outbound Email Marketing

Reaching out to a large number of outbound leads is easy — you don’t have to wait for them to opt-in to your communications.

All you need to do is build an email list and send out your outbound email marketing campaign.

2. Inbound Email Marketing

Approaching a large lead pool with an inbound marketing campaign takes time.

You’ll first have to build awareness about your offerings, get people to opt-in for your communications, and only then send out your inbound email marketing campaign.

D. Cost

1. Outbound Email Marketing

As the engagement rate for outbound emails is low, you’ll have to send a massive volume of emails to convert a good number of sales.

However, since email services typically charge you based on the number of emails sent, you’ll end up paying a higher amount for outbound email marketing. (Note: At GMass, we do not charge per number of emails or contacts.)

2. Inbound Email Marketing

With inbound email marketing, you email a very targeted prospect list.

As a result, your email provider cost will be lower and more cost-effectiveresearch shows that inbound marketing tactics cost around 61% less than the outbound marketing method.

Go back to Contents

Next, I’ll share some tips to make the most of your outbound email marketing campaign:

7 No-Nonsense Tips for Outbound Email Marketing Success

Here are seven practical tips to help you run an effective outbound email marketing campaign:

1. Build a Targeted Outbound Email List

An email list allows you to send an outbound campaign to many people at once.

But for your outbound email campaign to work, your email list must be well-chosen, containing only those leads who can genuinely benefit from your product or service.

In other words, you shouldn’t buy an email list off the internet.

Not only is that illegal on most occasions (read our article asking “Is cold email illegal?” for more on that), but your outreach emails also run the risk of ending up in the spam folder when relying on this strategy.

What can you do instead?
Start by defining your ideal customer profile (ICP).

For example, if you’re a marketing firm working with tech startups, your ICP can look like this:

  • An early-stage tech startup in California.
  • The company has an annual recurring revenue of $1 million.
  • Their marketing budget is around $50,000.
  • Content marketing and Search Engine Optimization (SEO) are their go-to strategies for lead generation.

Once you define the ICP, build an email list of potential clients matching these criteria.

Fortunately, building an email list is a breeze when your email marketing or sales team uses a robust cold email tool like GMass.

With GMass, you can simply search for keywords relevant to your target audience on Gmail and build an email list from your search results at the click of a button.

You can also connect your email list stored in an Excel or Google Sheets file to GMass and start sending emails in an instant.

2. Set Up a New Domain to Send Your Outbound Emails

Many email marketers and salespeople use the same email address and domain for critical business communications and sending outbound campaigns.

However, this is almost always a bad idea.

Even if you follow email best practices, some of your outbound email recipients may still mark your emails as spam.

When they do, your sender reputation and email deliverability take a hit, causing your emails to land in the recipient’s spam folder instead of their inbox.

Here’s what you can do to prevent that from happening:

  • Create a dedicated domain with an email account different from the one you use for business communications. This way, your outbound email campaigns do not affect the deliverability of your critical business emails.
  • Remember to choose a domain name relevant to your business, making it easy to recognize. For instance, if your business domain name is “tadpoletanksusa.com”, pick “buytadpoletanksusa.com” as the domain name for your outbound campaigns.
  • Pick an email service provider that lets you send your target number of emails daily. Email providers like Gmail limit the number of emails you can send to 500 with a regular account, so you’ll need an email marketing service to overcome this sending limit. With GMass, you can even break Gmail’s limits to send virtually unlimited emails.
  • Leverage security mechanisms like DKIM (Domain Keys Identified Mail) and SPF (Sender Policy Framework) to prevent hackers from sending emails on your behalf and avoid triggering the spam filters.

GMass’ email analyzer feature lets you quickly check your emails’ SPF and DKIM records to ensure the best email deliverability.

3. Craft Compelling Outbound Email Messages

It’s time to craft your outbound email message.

Keep these three points in mind to create compelling outbound emails:

  • Ensure that your emails are brief and to the point. Ideally, you’ll want to keep the length of your outbound marketing email to 100 words.
  • Add social proof, like case studies, press mentions, etc., showcasing your know-how and how you’ve helped similar customers with their pain points..
  • Personalize your outbound email message around the recipient’s specific interests to stand out in their email inbox. If you’re sending a generic email like most sales reps, you’re sure to be ignored.

Fortunately, personalizing your emails at scale is a cakewalk with GMass.

GMass lets you automatically personalize everything about your outbound emails, including subject lines, paragraphs, images, links, and attachments.

Go back to Contents

4. Send Out Your Outbound Emails Campaign at Optimal Times

Your outbound email campaign must reach the prospects’ inboxes at optimal times to ensure that your potential prospects open your emails.

What is the optimal time to send cold emails?
The optimal time depends on who your target audience is.

When cold emailing a B2B lead, aim to reach the recipients’ inboxes at 10 am on Tuesday, Wednesday, or Thursday. But if you’re sending a B2C email, try to reach the prospect’s inbox at lunchtime or after-hours, when they’re more likely to check their mailboxes.

Meanwhile, the best time to email an entrepreneur is on the weekend.

In any case, manually scheduling your outbound email campaigns is a pain.

With an email marketing automation tool like GMass, you can schedule your outbound campaigns in advance so that they reach potential prospects at optimal times. If your marketing strategy changes, you can also easily reschedule your outbound email campaign.

5. Follow Up on Your Outbound Emails

Chances are, your first outbound email doesn’t convince your prospect to respond.

The best strategy here is to send a follow-up email to your first outbound email.

Sending follow-ups can significantly improve your open rate and response rate — research shows that just one follow-up email can increase your response rate by 65.8%.

And the more follow-ups you send, generally, the better your engagement chances.

Just remember not to send too many follow-ups, or you’ll annoy the recipient.

However, following up with a large lead pool is challenging and taxing. But it doesn’t have to be.

GMass allows your sales team to set up automated workflows to send follow-up emails.

You can also personalize these follow-ups extensively, including the:

  • Trigger to send follow-ups.
  • Time interval between consecutive follow-ups in your email sequence.
  • Total number of follow-up emails to send out, and more.
  • Desired response to stop the sequence (e.g., the person receives emails until they reply).

6. Leverage Email Templates in Your Outbound Email Campaigns

Creating an email from scratch every time you send an outbound marketing campaign may not be practical when you have a massive email list.

A smarter idea is to create outbound email templates you can reuse in future campaigns.

This way, you can spend more time finding and cold emailing quality prospects instead of getting hung up on crafting emails. Moreover, once you’ve created an email template, you can easily plug personalization data into it to quickly create personalized outbound emails.

When you’re using GMass, every email you send gets automatically saved as a template you can quickly reuse in future outbound email campaigns.

You can directly load these templates from the Compose window on Gmail and make edits. Once you’ve made edits, just add recipients in the To field and send out your outbound marketing campaign!

Looking for effective email templates?
Use these five cold email templates in your next outbound campaign.

7. Keep an Eye on Your Outbound Email Metrics

Gauging email metrics is crucial to understanding the effectiveness of your outbound emails.

By analyzing these metrics, you’ll have an idea about which outbound emails bring you the best results and which campaigns need more fine-tuning to be successful.

But how do you track your outbound campaign performance?
GMass generates a detailed analytics report for every campaign that you send.

This report shows the:

  • Total Recipients: how many email addresses the outbound campaign went to.
  • Open Rate: number of unique recipients who opened your outbound email.
  • Reply Rate: number of unique recipients who replied to your outbound email.
  • Unsubscribe Rate: number of unique recipients who unsubscribed from your campaigns.
  • Bounce Rate: total email addresses that came back undeliverable because they were invalid, and more.

Go back to Contents

Outbound Email Marketing: Final Thoughts

Like most traditional marketing methods, outbound email marketing allows you to reach out to tons of people to build brand awareness and expand your customer base.

But with this digital marketing method, your marketer or sales rep can also easily personalize their outreach and improve their outbound sales conversion chances.

And if you’re looking for a hassle-free way to do outbound email marketing, try GMass.
GMass offers a suite of powerful features like automatic email personalization, auto follow-ups, detailed reports, and more.

Download the GMass Chrome extension today and join social media giants like LinkedIn and Twitter in scaling up email marketing efforts!

Further Reading

Ready to send better emails and save a ton of time?

GMass is the only tool for marketing emails, cold emails, and mail merge — all inside Gmail. Tons of power but easy to learn and use.


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Sending a personalized B2B cold email is an excellent way to approach a lead — whether it’s to try to get them to schedule a demo, hire you for a service, or anything else. (We’ve covered the major scenarios and cold email template framework you should follow if you want or need a refresher.)

However, you must only cold email those B2B contacts who can genuinely benefit from your offerings — otherwise, your email could be considered illegal or spammy.

But how do you write an effective B2B cold email?

In this article, I’ll share 12 practical B2B cold email templates you can start using today. I’ll also cover three best practices for B2B cold email success and answer two related FAQs.

B2B Cold Email Templates: Table of Contents

(Click on links to jump to specific sections)

Let’s get started.

Top 12 B2B Cold Email Templates to Use in 2022

Here are 12 high-converting B2B cold email templates for your sales team:

1. Pain Point Email Template

A cold outreach email centered around a specific pain point your ideal prospect struggles with is a surefire way to capture their interest.

It shows that you empathize with their situation and genuinely wish to help them, increasing your chances of receiving a response.

     Subject line:      There’s a way to overcome [pain point #1]… 

Hi [prospect’s first name],

As a [propsect’s job title] in [prospect’s industry/niche], it’s challenging to deal with [pain point #1] and [pain point #2] every month. But it doesn’t have to be.

With [your product/service name], [company A] in [prospect’s industry/niche] has achieved:

  • [Milestone #1] by overcoming [pain point #1]
  • [Milestone #2] by solving [pain point #2]
  • [Milestone #3] by eliminating [pain point #3]

Seems too good to be true?
Check out our complete case study here: [URL]

If you like what you see, let’s schedule a 15-minute call to discuss how [your product/service] can help you.

Please feel free to book a slot here: [your Calendly link]

[Your name]
[Your job title]
[Your company name]
[Your company website or address]
[Your alternate contact information]
[Links to your social media profiles]

2. Right Person Email Template

You can use this B2B cold email template when you’re unsure if you’re approaching the right person.

The recipient will most probably let you know if they’re the one to contact or someone else is.
Otherwise, you’d be wasting time on someone who’s not a decision-maker.

     Subject line:      Do you handle [specific task] at [prospect company name]?

Hello [prospect’s first name],

I was hoping to find the person in charge of [your specialty area]. When I reached out to [colleague A] and [colleague B] at [prospect company name], they suggested I get in touch with you.

Here’s a quick look at what [your product/service name] does:

  • [Value prop #1]
  • [Value prop #2]
  • [Value prop #3]

Are you the appropriate person to approach regarding this?
If not, could you let me know whom to contact?

I look forward to hearing from you.

[Your name, title, company details, social media icons, etc.]

3. Competitor Email Template

Highlighting the potential limitations of a competitor’s product or service in your sales prospecting or lead generation emails is a great strategy.

It not only piques the recipient’s interest but also showcases what’s unique and appealing about your offerings.

     Subject line:     Does [your competitor’s product/service name]’s [limitation #1] bother you too?

Hi [prospect’s name],

When browsing through [prospect’s company name]’s website, I noticed that you use [your competitor’s product/service name].

Several [your prospect’s industry/niche] businesses have switched from [your competitor’s product/service name] to [your product/service name] because [limitation #1] and [limitation #2] stoppied them from accomplishing [primary objective].

Our customers love us for [unique selling proposition].

But don’t take my word for it.
Feel free to check out our customer reviews on [platform].

Wondering how we can help you pull off [primary objective]?

I’d be happy to walk you through our unique process on a call.
You can pick a convenient time for the call here: [your calendar/meeting scheduler URL]

Have a good day,
[Your name, title, company details, social media icons, etc.]

4. Useful Resource Email Template

Receiving an email with relevant free resources is bound to impress your cold prospect.

Since you’re adding value to their lives, the prospect will be more open to engaging with your sales prospecting emails down the line.

     Subject line:      Here’s a free [resource] to help you achieve [target]

Hello [prospect’s first name],

The life of a [prospect’s job title] in [prospect’s industry/niche] can be hard — you’re constantly dealing with [issue #1], [issue #2], and [issue #3], while handling [responsibility #1] and [responsibility #2].

And that’s just the tip of the iceberg.

To make your life easier, I’ve created a/an [resource (for example, ebook, blog post, etc.)] covering:

  • [Solution for issue #1]
  • [Solution for issue #2]
  • [Solution for issue #3], and more

You can access the [resource] for free here: [URL]

We have also created invaluable resources on [subject of interest #1] and [subject of interest #2]. Please send me a note if you are interested, and I’ll forward them to you.

[Your name, title, company details, social media icons, etc.]

Go back to Contents

5. Press Mention Email Template

A potential customer who just got mentioned in the media probably expects responses from the general public. That’s why an effective cold email about the press mention is likely to get opened.

You can leverage this opportunity to highlight how you can contribute to their success.

     Subject line:     Loved reading about [prospect company name] in [publication]!

Hi [prospect’s first name],

Today, I came across a feature story on [prospect company name] in [publication].

What caught my attention was your plan to tackle [complex problem] in [prospect’s industry/niche].

Solving [complex issue] is sure to put you on track to [major milestone]!

Just watch out for [potential issue #1] and [potential issue #2] since they can slow your momentum.

I’d be happy to answer any questions about overcoming these issues.
Please don’t hesitate to book a short meeting with me here: [your calendar/meeting scheduler URL]

Have a great day,
[Your name, title, company details, social media icons, etc.]

6. Website Visit Email Template

Emailing a cold prospect who downloaded a resource from your website is a natural way to start a conversation. Your sales rep can offer further help to the recipient and even gauge their interest level through this B2B email template.

     Subject line:     Found what you were looking for, [prospect’s first name]?

Hello [prospect’s first name],

Yesterday, you downloaded a/an [resource] on [topic of interest] from our website.

Were our insights helpful to you?
If you’d like to know more about [topic of interest], these additional resources can help:

  • [Resouce #1]
  • [Resource #2]

If you’ve got any specific questions, I could always get on a phone call to answer them.
You can schedule a call with me here: [URL]

[Your name, title, company details, social media icons, etc.]

7. Voicemail Follow-Up Email Template

There are differences in a cold email versus a cold call, but one key similarity: In both cases, you aim to establish contact with a prospect.

If a prospect doesn’t pick up your cold call, sending a quick follow up email that explains why you called is a smart idea. The email lets you stay on top of the prospect’s mind, increasing the chances that they’ll engage with your next cold call or email.

     Subject line:     Couldn’t reach you on the phone, [prospect’s first name]

Hi [prospect’s first name],

Sorry, I couldn’t reach you on the phone today, [prospect’s first name]. I called to talk about [short, specific reason]. Since we couldn’t connect, I left a voicemail mentioning that I’ll call again at [date/time].

But feel free to call me anytime before at [your phone number].

Hope to hear from you soon.

[Your name, title, company details, social media icons, etc.]

8. AIDA Template

AIDA, which stands for Attention-Interest-Desire-Action, is an effective cold email approach.

At first, you grab the prospect’s attention with your subject line. Then, you generate interest through the intro of your email copy and ask if the prospect desires the benefits you offer.

Finally, you add a CTA (call to action) at the end, prompting them to respond or click on a link in your email.

     Subject line:     The strategy that helped [company A] achieve [stunning goal]

Hello [prospect’s first name],

While every [prospect’s job title] looks to achieve [goal], very few actually do.

However, by working with [your company name], the [prospect’s job title] at [company A] was able to reach [stunning goal]!

Would you like to know the strategy we used for [company A]?

If yes, feel free to schedule a meeting with me here: [URL]

[Your name, title, company details, social media icons, etc.]

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9. Compliment Email Template

A genuine compliment goes a long way in building rapport.

You can use that rapport to gradually help a potential customer develop an interest in your offerings.

     Subject line:     Huge fan of your work at [prospect company name], [prospect’s first name]!

Hi [prospect’s first name],

I’ve been following your work at [prospect company name] for some time. Recently, I saw how you turned [specific problem] into [specific opportunity] — it was clever, quick-witted, and inspiring.

We did something similar for [company A], helping them transform [relevant challenge] into [relevant opportunity].


Why don’t we get on a call on [date] at [time] to dive into the details?
Or, you could choose a more convenient time here: [URL]

[Your name, title, company details, social media icons, etc.]

10. Virtual Event Email Template

Use this B2B cold email template to invite a potential client to a virtual event like a webinar.

But before inviting someone, ensure that your event is relevant to them and remember to establish that relevance in your cold email campaign. You can do this by going over who will speak at your event, the agenda, etc.

     Subject line:     Don’t miss out on our [virtual event] on [topic of interest], [prospect’s first name]!

Hello [prospect’s first name],

Navigating the [prospect’s industry/niche] world as a [prospect’s job title] is no cakewalk.

That’s why we’re organizing a [virtual event] on [topic of interest] [date] at [time].

The [virtual event] will have:

  • [Speaker #1] talk about [subtopic of interest]
  • [Speaker #2] discuss [subtopic of interest]
  • [Speaker #3] share insights on [subtopic of interest]

Sounds interesting?
Register your interest here: [link to webinar registration form]

See you there,
[Your name, title, company details, social media icons, etc.]

11. Testimonial Email Template

Sharing social proof like a customer testimonial in your cold email helps build credibility.

When the prospect sees how other customers have benefited from your product or service, they’ll be curious and inclined to give you a response.

     Subject line:     Improve your [KPI] by [X]% with [your product/service name]

Hi [prospect’s first name],

[Company A] improved their [Key Performance Indicator (for example, conversion rate)] by [X]% in less than [Y] months using [your product/service name].

Here’s what [company A] had to say about us:

[Customer testimonial]

Want to be our next success story?
Drop me a note, and I can show you how to reach [milestone] in [Z] months.

[Your name, title, company details, social media icons, etc.]

12. Product Launch Email Template

Cold emailing a lead to ask for feedback about a new product or service works for several reasons:

  • It demonstrates that you value the lead’s opinion.
  • The cold email lets you showcase your product’s or service’s unique selling points.
  • You get to show the potential client what they’re missing out on when not using your offerings.

     Subject line:     Would love to hear your thoughts on [your product/service], [prospect’s first name]

Hello [prospect’s first name],

We just launched [your product/service name].
It’s like [your competitor product/service name], but better.

[Your product/service name] helps you:

  • [Unique selling point #1]
  • [Unique selling point #2]
  • [Unique selling point #3]

We’ve already onboarded companies in [prospect’s industry/niche] like [company A] and [company B]. However, we’re constantly looking for ways to improve [your product/service name].

Since you’re a [prospect’s job title] with [X] years of experience in [prospect’s industry/niche], your opinions and suggestions would be invaluable.

Can I send you more information about [your product/service name]?

[Your name, title, company details, social media icons, etc.]

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Now that we’ve gone over several effective templates, I’ll cover some B2B cold email best practices you should follow.

3 Best Practices for B2B Cold Email Success

Follow these three best practices to boost your B2B cold email response rate:

1. Write Personalized Emails that Get to the Point Quickly

When sending cold emails, the ground rule is: always personalize your emails.

The prospect probably doesn’t know who you are — so if your B2B sales email is generic like the other emails in their inbox, you’re sure to be ignored.

In contrast, personalizing just the email subject line can increase your open rate by 22%.

For writing a personalized email, you can include prospect details, like their:

  • Name.
  • Company name.
  • Specific interests.
  • Relevant social proof, and more.

However, while there’s no ideal length for a B2B cold email, you’ll want to keep your personalized email sweet and short. Essentially, your email should get to the point quickly without beating around the bush.

2. Remember to Follow Up on Your B2B Cold Emails

Research shows that sending just one follow-up email can boost your reply rate by 65.8%.

A follow up email essentially provides your sales team another chance to make your case with the prospect.

But how many follow-up emails should you send?
Although sending more follow-ups can help improve B2B cold email engagement, I recommend limiting the number of follow-ups to five.

Any more, and you may end up annoying your ideal prospect and ruining any chances of closing a sale.

If you want an even deeper dive into what goes into a cold email follow up, check out our deep dive.

3. Scale Up Your B2B Outreach Efforts with Cold Email Software

It’s time-consuming and inefficient to manually personalize your B2B cold emails and follow up on them. It’s also not scalable when you have tons of cold leads to approach.

Fortunately, with a solid email tool like GMass, you can automate most of this work and easily scale up your outreach efforts.

What’s GMass?

GMass home page

GMass is a robust cold emailing and email marketing automation tool that works entirely inside Gmail.

Its powerful features and ease of use make it a favorite cold email marketing tool among B2C and B2B marketers, salespeople, startup founders, small business owners, and even employees at large companies like Google, Uber, and LinkedIn.

With GMass, you can:

  • Save every B2B sales email you send as a B2B email template to reuse later.
  • Automatically personalize your cold emails, including paragraphs, images, links, etc.
  • Create workflows to send auto follow-ups to your B2B sales email leads.
  • Check the effectiveness of your cold outreach emails with detailed email reports.
  • Perform A/B tests to see which cold email variations work best for your target audience.
  • Connect your Google Sheet with personalization data to GMass to send mail merge campaigns.
  • Build a B2B cold email list of your target audience quickly by automatically extracting email addresses from your Gmail search results.

To use GMass, just download the Chrome extension and sign up for free with your Gmail account.

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Next, I’ll answer a few commonly asked questions about B2B cold emails:

2 B2B Cold Email FAQs

Here are my answers to two commonly asked questions about B2B cold emails:

1. Is It Illegal to Send a B2B Cold Email?

It depends.

Is cold emailing illegal? No… as long as what you’re sending is relevant, defensible, and follows some important guidelines.

Sending a cold email to someone who works at a company related to your product/service is generally allowed under U.S.- and European-specific regulations (CAN-SPAM and GDPR, respectively).

However, you may be required to:

  • Provide an opt-out or unsubscribe link.
  • Specify how you’ll store the recipient’s data and for what purpose.

On the other hand, buying an email list of B2B companies may violate such regulations. It’s better to avoid this practice entirely and stay on the safe side of the law.

Read my detailed post on GDPR email marketing for more info.

2. How to Avoid the Spam Filter When Sending a B2B Cold Email?

There’s a big difference between cold email vs spam. Keep these pointers in mind to prevent your B2B cold email campaigns from going to the spam folder:

  • Ensure that your outbound email list is up-to-date and has only valid email addresses.
  • Don’t mention words/ phrases like “cheap”, “bargain”, “cash bonus”, “risk-free”, etc. in your email subject line — essentially, avoid anything that sounds spammy.
  • Request your recipient to add your email address to the safe sender list.
  • Avoid adding attachments to your emails; instead, provide a link to the document’s location on the cloud.
  • Limit the number of hyperlinks you include in your cold email — ideally, keep the number of hyperlinks under five.

Need more help?
Check out my article on why emails go to spam and how to solve it.

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B2B Cold Email: Final Thoughts

Sending B2B cold emails can help expand your customer base and boost business development.

You can use the templates I’ve provided to get your B2B cold email campaign up and running in no time.

Remember, when sending a cold email outreach campaign, you must personalize your email copy and follow up with the prospects. To automate that, you can use cold email marketing tools like GMass.

GMass’ automatic email personalization, email follow-up, A/B testing, and native Google Sheet mail merge features make it the perfect cold email software for B2B marketers and sales professionals.

Why not try GMass today and take your B2B cold email efforts to the next level?

Further Reading

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Only GMass packs every email app into one tool — and brings it all into Gmail for you. Better emails. Tons of power. Easy to use.


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Outreach email software makes it easy for you to establish contact with a potential customer.

And with the right software, you can quickly amp up your outreach efforts and build meaningful relationships with recipients.

In this article, I’ll explain what you should look for in outreach email software and list down the 15 best outreach email software solutions, including their key features, pricing plans, and customer ratings.

This Article Contains:

(Click on links to jump to specific sections)

Let’s dive in.

What to Look for in Outreach Email Software?

Here are five features to look for in outreach email tools:

  • Automatic Personalization: Since manually personalizing your outreach emails is a pain, you’ll need the functionality to automatically personalize emails.
  • Email Scheduling: Reaching the prospects’ inboxes at optimal times is a lot easier when you can schedule your outreach emails in advance.
  • Automated Follow Ups: With auto follow-ups, you won’t have to worry about manually following up on all your outreach emails.
  • Email Tracking: Tracking email metrics will help you understand which outreach emails work best and which ones need improvement.
  • Email Templates: Whether it’s for link building, blogger outreach, or approaching influencers, creating outreach email templates can save you a lot of time.

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Let’s now take a look at some great outreach email software solutions:

15 Best Outreach Email Software to Use in 2022

Here’s a curated list of the top 15 outreach email software solutions:

1. GMass


GMass is a powerful outreach email tool that works entirely inside Gmail.

Its advanced features have made GMass a top choice for startup founders, small business owners, salespeople, influencers, and even employees at social media powerhouses like Twitter and LinkedIn.

GMass Key Features

Here are five robust GMass features that can ramp up your email outreach efforts:

1. Automated Email Personalization

To grab a prospect’s attention, your email must stand out in their inbox — instead of getting lost in the flurry of other emails.

How do you do that?
A great practice is personalizing your outreach messages based on who you’re emailing.

However, manually personalizing each outreach email is impossible with a long prospect list.

Enter GMass’ automatic personalization feature!

As one of the best cold email software solutions in the market, GMass lets you automatically personalize almost everything about your email, including:


2. Automatic Follow-up Emails

There’s no guarantee that a lead or prospect will interact with you right after cold emailing them the first time

You’ll need to send follow-up emails to drive them forward in the sales process.

However, manually sending follow-up emails to prospects is a daunting task.

With GMass’ auto follow-ups feature, you can create an automated workflow and follow up with prospects until they respond to your email.

GMass also lets you customize:

  • The triggers for your follow-up sequences.
  • The number of follow-ups to send.
  • The interval between subsequent emails, and more.

Automated Followups

3. Mass Email Scheduling

Your outreach efforts will be in vain if your email fails to reach the right inbox at the right time.

GMass provides you with a bulk email scheduling feature to maximize prospect engagement through timely outreach emails.

This outreach software lets you schedule your outbound messages to be sent at a pre-determined time or at a custom date/time of your choosing. You can also reschedule the email by altering its date/time in Gmail’s “Draft” folder.

Mass scheduling

4. Campaign Reports

It’s not enough to just send out an email campaign.
You also need to ensure that your outreach email campaign performs well.

How do you do that?

Every time you send an email campaign through GMass, a detailed report gets generated in your Gmail inbox.

It shows key metrics like:

  • Recipients: The number of people to whom you sent the outreach email campaign.
  • Open Rate: The number of unique recipients who opened your outreach email.
  • Click Rate: The number of recipients who clicked on a link in your outreach email.
  • Bounces: The number of outreach emails that failed to reach your prospects’ inboxes.
  • Unsubscribes: The number of subscribers who have opted out of your mailing list.

Campaign Reports

5. Email List Builder

Your email outreach efforts become successful only if you reach out to the right people.

By creating an email list with GMass, you can send an outbound cold email campaign to a targeted group of people easily.

Email List Builder

How do you do that?
Just search for keywords related to your target audience in Gmail, and GMass will automatically build an email list from your Gmail search results.

If you already have an email list stored in a Google Sheet, an Excel, or a CSV file, you can easily connect it to GMass.

In addition to these five features, GMass is equipped with other advanced capabilities.

Additional GMass Features

GMass offers several more advanced features to help your marketing and sales team members with their email outreach efforts:

  • Recurring Emails: Expand your prospect pool by scheduling recurring emails on a daily, weekly, or monthly basis.
  • Reply Management: Automatically organize the replies for your email marketing campaigns by classifying responses as replies, bounces, block notifications, and more.
  • A/B Testing: Split your email into multiple variations to find the email version that draws the most engagement.
  • Drip Campaigns: Create a drip campaign to send out a sequence of automated email messages to your email list based on a set schedule.
  • Google Sheets Mail Merge: Initiate mail merges by connecting your Google Sheet data to GMass.
  • Behavior-based Campaigns: Send automated, customized emails depending on how a prospect engaged with your older emails.
  • Mobile Add-on: Use GMass’ email capabilities with its add-on for Gmail’s Android app.

Ready to get started with GMass?
Simply download the Chrome extension and sign up for free with your Gmail or Google Workspace account!

GMass Pricing

GMass offers multiple pricing plans to suit varying customer needs:

  • Free (up to 50 emails/day):
    • Supports all features
  • Individual:
    • Standard ($19.95/month):
      • Basic campaigns
      • Mail merge personalization
      • Conditional content
      • And more
    • Premium ($29.95/month):
      • Supports all “Standard” features
      • Email sequence and follow-up
      • A/B testing
      • And more
    • Enterprise ($49.95/month):
      • Supports all “Premium” features
      • High priority customer support
  • Team ($125/month for 5 users):
    • Supports all “Enterprise” features

GMass Customer Ratings

  • Capterra: 4.9/5 (770+ reviews)
  • G2: 4.7/5 (740+ reviews)

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2. Outreach


Outreach.io is a sales engagement platform that lets your sales reps connect with prospects through outreach emails.

Outreach Key Features

  • Connect your mailboxes with Outreach and send email campaigns from them.
  • Leverage email, phone, and social media interactions in your sales process.
  • Track the open and click rates when a prospect engages with your personalized email.
  • Let recipients opt out of your email campaign via unsubscribe links to protect your sender reputation.

Outreach Pricing

Contact their sales team for pricing details.

Outreach Customer Ratings

  • Capterra: 4.5/5 (250+ reviews)
  • G2: 4.3/5 (2,800+ reviews)

3. HubSpot Marketing Hub


Hubspot Marketing Hub, a part of Hubspot’s CRM platform, is an email marketing software solution you can use to send personalized outreach emails at scale.

HubSpot Marketing Hub Key Features

  • Personalize your emails to enhance open and clickthrough rates.
  • Create professional email campaigns with customizable email templates.
  • Schedule your emails to be delivered to your recipient’s inbox at the right time.
  • Conduct A/B tests to understand which emails drive the most engagement and sales.

HubSpot Marketing Hub Pricing

HubSpot has a free plan that includes email marketing and reporting dashboard. Additional features are available with their paid plans starting at $50/month.

HubSpot Marketing Hub Customer Ratings

  • Capterra: 4.5/5 (4,500+ reviews)
  • G2: 4.4/5 (7,400+ reviews)

4. Mailshake


Mailshake is an email outreach tool that lets you transform cold prospects into warm leads through automated email prospecting as well as phone and social media outreach.

Mailshake Key Features

  • Connect with thousands of contacts simultaneously through cold email outreach campaigns and automated follow-ups.
  • A/B test your email campaigns and follow-up emails to boost engagement.
  • Use the Mailshake Lead Catcher to manage your leads and reply to them.
  • Incorporate LinkedIn and other social media in your outreach sequences to improve the customer response rate.

Mailshake Pricing

Mailshake provides an Email Outreach plan at $59/user per month and a Sales Engagement plan at $99/user per month.

Mailshake Customer Ratings

  • Capterra: 4.7/5 (90+ reviews)
  • G2: 4.7/5 (140+ reviews)

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5. Salesmate


Salesmate is a sales outreach software solution that helps you connect with new prospects through simple and personalized outreach.

Salesmate Key Features

  • Import contacts from Google, CSV/Excel files, and mobile, or acquire them with Salesmate’s form integrations.
  • Segment your contact list based on criteria like age, gender, geographic location, etc.
  • Automatically enter contacts’ details and enrich the data with the Clearbit integration.
  • Easily update, delete, or merge your contacts when sending out bulk emails.

Salesmate Pricing

Salesmate has paid plans starting at $15/month per user.

Salesmate Customer Ratings

  • Capterra: 4.7/5 (70+ reviews)
  • G2: 4.6/5 (50+ reviews)

6. Klenty


Klenty is a cold outreach software solution that allows you to send personalized sales emails and automated follow-ups to maximize your outbound sales conversions.

Klenty Key Features

  • Use “Playbooks” feature to filter prospects based on clicks, opens, or replies.
  • Filter prospects based on their intent and assign different email cadences to them.
  • Send the right volume of emails with each cadence through Cadence Throttling.
  • Add an unsubscribe link so recipients can opt out of receiving emails without marking them as spam.

Klenty Pricing

Klenty’s paid plans begin at $55/user per month.

Klenty Customer Ratings

  • Capterra: 4.8/5 (30+ reviews)
  • G2: 4.6/5 (150+ reviews)

7. Woodpecker


Woodpecker is an email marketing software solution and cold email tool that enables you to approach potential customers and follow up with them across multiple channels.

Woodpecker Key Features

  • Personalize every email for your prospects with advanced snippets.
  • Automatically analyze prospects’ replies and mark them as interested or not.
  • Get email addresses of prospects verified in real-time to reduce bounce rate and improve deliverability.

Woodpecker Pricing

Woodpecker has a pricing plan that starts at $39/month per slot.

Note: A slot is a placeholder to connect one email account.

Woodpecker Customer Ratings

  • Capterra: 4.8/5 (15+ reviews)
  • G2: 4.4/5 (30+ reviews)

8. Snov.io


Snov.io is a sales CRM and outreach software solution that helps businesses scale up lead generation through cold outreach emails and follow-ups.

Snov.io Key Features

  • Quickly discover all email addresses on any given domain.
  • Use personalized email campaigns and automatic follow-ups to onboard and nurture new leads.
  • Keep track of email opens and link clicks from within Gmail.
  • Verify email addresses to build a credible email list.

Snov.io Pricing

The paid plan for Snov.io starts at $39/month.

Snov.io Customer Ratings

  • Capterra: 4.6/5 (100+ reviews)
  • G2: 4.5/5 (160+ reviews)

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9. MixMax


MixMax is a sales engagement platform and email tracking software solution for Gmail that lets you send personalized outreach emails to customers.

MixMax Key Features

  • Get real-time alerts whenever someone opens your message.
  • Identify messages that get the highest replies, content downloads, and link clicks.
  • Schedule your outbound emails to be delivered to the recipients at the right time.
  • Set smart reminders to follow up on outbound emails that haven’t received a reply.

MixMax Pricing

MixMax offers a free plan with email templates and three paid plans for your sales teams, starting at $12/user per month.

MixMax Customer Ratings

  • Capterra: 4.5/5 (175+ reviews)
  • G2: 4.6/5 (530+ reviews)

10. Lemlist


Lemlist is a sales automation tool and cold email software solution that uses personalized cold emails and follow-ups to improve prospect engagement.

Lemlist Key Features

  • Schedule emails so that they are delivered to the recipient’s primary inbox and not the Promotions or Spam folder.
  • Personalize follow-up emails to stand out in the recipient’s inbox and improve engagement.
  • Split test your emails and choose the version that offers the best open rate.

Lemlist Pricing

Lemlist offers free cold email outreach services and provides additional features under paid tiers, starting at $29/month per user.

Lemlist Customer Ratings

  • Capterra: 4.6/5 (320+ reviews)
  • G2: 4.3/5 (80+ reviews)

11. AutoKlose


AutoKlose is a sales engagement platform ideal for entrepreneurs, sales, and marketing professionals.

AutoKlose Key Features

  • Send automated, personalized email campaigns to engage with your prospects.
  • Keep tabs on email metrics like clicks, opens, replies, and take action accordingly.
  • Add prospects to your email sequence and segment them based on their intent.
  • Use the AutoVerify feature to verify email addresses in bulk.

AutoKlose Pricing

The pricing plan for AutoKlose starts at $59.99/month per user.

AutoKlose Customer Ratings

  • Capterra: 4.5/5 (90+ reviews)
  • G2: 4.6/5 (250+ reviews)

12. SmartReach


SmartReach is a cold email outreach tool that can sync all outreach activities to your CRM.

SmartReach Key Features

  • Automatically send cold outreach emails one by one to mimic manual sending.
  • Schedule personalized cold emails to go out at the same time in different time zones.
  • Integrate your emails accounts with SmartReach to send emails and receive replies.
  • Conduct A/B testing to identify subject lines that get the best open rates to take data-based outreach strategy decisions.

SmartReach Pricing

SmartReach offers paid plans, starting at $24/month per user.

SmartReach Customer Ratings

  • Capterra: 4.7/5 (5+ reviews)
  • G2: 4.9/5 (10+ reviews)

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13. Hunter


Hunter is an email finder tool and outreach platform lets you find professional email addresses and boost your cold outreach strategy through emails and follow-up messages.

Hunter Key Features

  • Personalize, review, and edit every email in a scheduled email campaign.
  • Track the click, open, and reply rate of the outreach emails.
  • Link Gmail and Outlook accounts to Hunter.
  • Choose from best-performing cold email templates for your campaigns.

Hunter Pricing

Hunter offers a free plan and a premium pricing plan costing $49/month.

Hunter Customer Ratings

  • Capterra: 4.6/5 (480+ reviews)
  • G2: 4.4/5 (400+ reviews)

14. Reply


Reply.io is a sales engagement platform that automates cold email outreach and helps you with lead generation.

Reply Key Features

  • Draft emails and follow-ups quickly with the AI Sales Email Assistant.
  • Segment prospects based on different criteria for better sales targeting.
  • Track your outreach email performance through detailed reports.

Reply Pricing

Reply provides three pricing plans for different customers to fulfill their cold emailing goals, starting at $29/month per email account.

Reply Customer Ratings

  • Capterra: 4.6/5 (90+ reviews)
  • G2: 4.5/5 (790+ reviews)

15. QuickMail


QuickMail is an outreach email software tool that helps improve email deliverability and prospect response rate.

QuickMail Key Features

  • Send your cold email campaign from multiple inboxes to avoid triggering spam filters.
  • Changes to an email campaign automatically get applied to all inboxes used to send campaigns.
  • A/B test your email sequences across all assigned inboxes simultaneously.
  • Track the analytics of every outreach campaign (across inboxes) from one place.

QuickMail Pricing

QuickMail offers a free plan as well as paid pricing options, starting at $59/month.

QuickMail Customer Ratings

  • Capterra: 4.8/5 (20+ reviews)
  • G2: 4.7/5 (50+ reviews)

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Wrapping Up

An outreach email software solution lets you streamline sales outreach efforts and boost engagement with ease.

If you’re looking for a powerful and easy-to-use outreach email tool, try GMass.

In addition to its advanced cold outreach and email automation features, GMass lets you A/B test, analyze prospect behavior using metrics like clicks and opens, and do so much more.

Download the GMass Chrome extension and step up your outreach email game today.

See why 99% of users say they’ve had their best deliverability ever with GMass

Email marketing, cold email, and mail merge all in one tool — that works inside Gmail


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Finding the best cold email automation software for your unique needs can be challenging — especially since it’s a bit different than hunting for general cold email software.

You’ll have to check for essential features like automatic email personalization, bulk scheduling, and auto follow-ups. You’ll also have to test the tool to see if it’s easy to use and suitable for your team.

To help you out, I’ll cover what features to look for in cold email automation software.

I’ll then share my top 12 picks for cold email automation tools, walking you through their key features, pricing, and customer ratings.

Cold Email Automation Tools: Table of Contents

(Click on links to jump to specific sections)

Let’s get started.

7 Key Features You Should Look for in Cold Email Automation Tools

Here are seven features your cold email automation software will need:

  • Automatic Email Personalization: Cold emailing is a volume game, so the functionality to automatically personalize your sales outreach emails is a must-have to boost conversions.
  • Mass Email Scheduling: Engaging with leads in different time zones will be challenging without the ability to schedule emails.
  • Email Analytics Reports: You should be able to analyze your cold emails’ effectiveness by tracking vital email metrics like open, click-through, reply rates and more.
  • Email List Builder: The functionality to build a targeted email list makes it easier to email tons of prospects at once.
  • Automated Follow-Ups: You can improve recipient engagement by automating your follow-up email process.
  • A/B Testing: With split testing, you can efficiently work your way to cold emails with a high conversion rate.
  • CRM Integration: Syncing your cold email tool with a CRM gives you a holistic picture of prospect details and interactions.

12 Great Cold Email Automation Software Picks for 2022

Here’s my hand-picked list of the 12 best cold email automation software:

1. GMass

GMass home page

GMass is a powerful cold email outreach and automation software that works inside Gmail.

Its robust cold emailing capabilities and ease of use make it the go-to cold email tool for salespeople, marketers, small business owners, and even employees at large companies like Google, Uber, and Twitter.

Curious about what GMass offers you?
Let’s find out.

GMass Key Features

Here are five key GMass features that make it perfect for your cold outreach needs:

1. Automatic Email Personalization

Your prospect’s inbox is probably flooded with outreach emails. That’s why sending a generic cold outreach email won’t cut it.

You’ll need to personalize the outreach message based on the prospect’s unique persona and interests. This makes the email relevant to the prospect, improving your chances of receiving a response.

But isn’t personalization time-consuming?
Not when you’re using GMass!

With GMass, you can create an automatically personalized email campaign easily.

You can add personalized:

Automatic Email Personalization

2. Bulk Email Scheduling

GMass lets you schedule your cold email to go out at a future time automatically. You can choose from pre-configured dates/times or enter a custom date/time. This way, your email will reach the recipient’s inbox when they’re likeliest to read your email.

Should your plans change, you can quickly reschedule the email from the Gmail “Drafts” folder.

Bulk Email Scheduling

3. Auto Follow-Ups

In most cases, only a few leads will engage with your first cold email.

But that doesn’t mean cold emails are ineffective.

Instead, it means that you need to follow up on your initial conversation — a study reveals that just one additional follow up email can increase your response rate by 65.8%.

However, managing the follow-up process is tedious if you’ve got a long contacts list.

Is there an easier way to follow up with leads?
There is!

In GMass, you can easily set up an automatic workflow to follow up till a potential customer replies.

And the best part is that you can personalize everything about these follow-ups, including the:

  • Follow-up triggers.
  • Number of follow-ups.
  • Time interval between follow-ups, and more.

Automated Email Follow-Up

4. Campaign Analytics Reports

When cold emailing a potential client, there’s no guarantee your emails will work.

But to understand the effectiveness of your cold emails, you’ll need to measure email performance metrics.

Fortunately, every time you send a cold outreach email with GMass, a detailed Campaign Report gets auto-generated in your Gmail inbox.

The report shows crucial metrics like your:

  • Open Rate: Number of unique recipients who opened your cold email.
  • Reply Rate: Number of unique recipients who replied to your cold email.
  • Click Rate: Number of unique recipients who clicked a link inside your cold email.
  • Bounce Rate: Number of cold emails that went undelivered due to invalid addresses.
  • Unsubscribe Rate: Number of recipients who opted out of your cold email campaigns.

Campaign Analytics Reports

5. Email List Builder

Emailing your cold leads one by one is inefficient.

A better approach is to build an email list of your leads and send them a targeted cold email campaign.

But how exactly do you build the email list?

In GMass, building your email list is as simple as doing a Google search. Just head to your Gmail account and search for keywords related to your target audience. GMass will then automatically compile an email list from your Gmail search results.

Email List Builder

Want to know what more GMass can do for you?

Additional GMass Features

Let’s take a look at five of GMass’ other robust features:

  • A/B Testing: Split test email variants to see which variant achieves the best lead engagement.
  • Send virtually unlimited emailsBreak Gmail’s limits using GMass’s SMTP integration feature to send as many emails on a daily basis as you need.
  • Email Analyzer: Automatically check whether the email addresses you’re cold emailing are valid.
  • Salesforce Integration: Log all your outgoing emails to Salesforce by integrating GMass with the CRM software.
  • Behavior-Based Campaigns: Send emails customized based on how a potential customer responded to your previous emails.

GMass Pricing

GMass provides multiple pricing options to suit different customer needs. There’s a robust free plan offering all features but a limit of 50 emails per day. Paid plans begin at $19.95/mo (or $199/yr) for individuals or start at $125/mo for teams of five.

GMass Customer Ratings

  • Capterra: 4.9/5 (770+ reviews)
  • G2: 4.7/5 (750+ reviews)

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2. Mailshake

Mailshake home page

Mailshake is a cold email automation tool and sales engagement platform to connect with your prospects.

Mailshake Key Features

  • See which part of your email sequence converts best by monitoring email opens, replies, clicks, etc.
  • Integrate with CRM software like Salesforce, HubSpot, and Pipedrive.
  • Use the “Email Copy Analyzer” to boost readability and deliverability.

Mailshake Pricing

Mailshake offers an Email Outreach plan at $59/user per month, with features like email personalization and automated email sequences. It also provides a Sales Engagement plan at $99/user per month, supporting social selling features. There is no free trial; you’ll have to sign up to try it out.

Check out our comparison of the campaign creation process in Mailshake, GMass, and Lemlist.

Mailshake Customer Ratings

  • Capterra: 4.7/5 (90+ reviews)
  • G2: 4.7/5 (150+ reviews)

3. PersistIQ

PersistIQ home page

PersistIQ is a cold email outreach tool designed to help small teams find, approach, and convert prospective customers.

PersistIQ Key Features

  • Find your prospects’ email addresses with the LinkedIn email scraper.
  • Log your sent and received emails automatically to the Salesforce CRM.
  • Create a personalized cold email quickly using template variables.
  • Access your cold email template library directly from the Gmail inbox.

PersistIQ Pricing

The tool’s paid plans (starting at $75/user per month) support A/B testing, an unlimited number of prospects, and a Chrome / Gmail extension.

PersistIQ Customer Ratings

  • Capterra: 4/5 (20+ reviews)
  • G2: 4.7/5 (250+ reviews)

4. Lemlist

Lemlist home page

Lemlist is a cold email marketing tool with sales campaign automation and multi-channel engagement capabilities.

Lemlist Key Features

  • Personalize images in your cold email with company logos, screenshots, etc.
  • Incorporate LinkedIn messaging and cold calls into your outreach flow.
  • Connect with Gmail, Outlook, or any other email provider via SMTP.

Lemlist Pricing

Their Email outreach plan ($59/user per month) allows you to personalize images and schedule emails. Additionally, they have a Sales engagement ($99/user per month) plan supporting cold calling and dynamic landing pages.

Lemlist Customer Ratings

  • Capterra: 4.6/5 (320+ reviews)
  • G2: 4.3/5 (80+ reviews)

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5. HubSpot Sales Hub

HubSpot Sales Hub home page

HubSpot Sales Hub is an outbound sales and cold email platform offering deep insights into your prospects and helping you automate the email outreach process.

HubSpot Sales Hub Key Features

  • Personalize your cold email template with CRM data.
  • Know when leads open your emails so you can follow up promptly.
  • Set up a follow up email sequence to stay on top of the prospect’s mind.
  • Optimize your cold email outreach campaign with A/B tests.

HubSpot Sales Hub Pricing

HubSpot’s free plan helps with email tracking and scheduling. Its paid plans (starting at $50/month) support email templates, click notifications, and customizable workflows.

HubSpot Sales Hub Customer Ratings

  • Capterra: 4.5/5 (300+ reviews)
  • G2: 4.4/5 (8000+ reviews)

6. QuickMail

QuickMail home page

QuickMail is a cold email software solution that helps you maximize your email deliverability and response rate through auto follow-up capabilities.

QuickMail Key Features

  • Use inbox rotation to send your cold emails automatically from multiple inboxes without triggering the spam filters.
  • Manage cold email campaigns for multiple clients from the same account.
  • Check the “Audit Log” to see the changes made by team members to your cold email campaigns.

QuickMail Pricing

QuickMail paid plans (starting at $59/month) support multi-touch email campaigns, automated follow-ups, a Zapier integration, and more.

QuickMail Customer Ratings

  • Capterra: 4.8/5 (20+ reviews)
  • G2: 4.7/5 (50+ reviews)

7. Reply

Reply home page

Reply is a sales enablement tool that can automate your cold emails and LinkedIn outreach messages to reach out to potential customers.

Reply Key Features

  • Import your prospects’ email addresses from LinkedIn and LinkedIn Sales Navigator.
  • Evaluate the effectiveness of your cold email copy using AI-powered text quality scoring.
  • Collaborate on your email campaigns and prospects with team members.
  • Sender better cold emails using email quality checks and A/B testing.

Reply Pricing

Reply’s paid plans (starting at $70/email account per month) support up to 1,000 contacts a month and offer unlimited sequences and CRM integrations.

Reply Customer Ratings

  • Capterra: 4.6/5 (90+ reviews)
  • G2: 4.5/5 (790+ reviews)

8. Salesloft

Salesloft home page

Salesloft is a sales engagement platform that allows you to automate lead interactions across phone, email, and social media.

Salesloft Key Features

  • Detect the recipient’s time zone automatically to reach the right inbox at the right time.
  • Know how many recipients have opened or replied to your cold email messages.
  • Verify your email addresses automatically to avoid sending spam emails.
  • A/B test your personalized email variants to discover which marketing email offers the best conversion.

Salesloft Pricing

Contact their sales team for a custom quote.

Salesloft Customer Ratings

  • Capterra: 4.3/5 (160+ reviews)
  • G2: 4.5/5 (2850+ reviews)

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9. Streak

Streak home page

Streak is a CRM system and cold email software solution you can use to manage your customer relationships and send your sales campaign via Gmail.

Streak Key Features

  • Import your prospect data from a Google Sheet or CSV file.
  • View email tracking information directly in your Gmail inbox.
  • Pin important emails at the top of your inbox based on specific criteria.
  • Link together the email communications of different teams to keep everyone on the same page.

Streak Pricing

Streak’s free plan provides email tracking and automatic email sharing capabilities. Its paid plans start at $19 per user per month for 5,000 CRM contacts and 800 emails per day.

Streak Customer Ratings

  • Capterra: 4.5/5 (410+ reviews)
  • G2: 4.5/5 (150+ reviews)

10. ContactMonkey

ContactMonkey home page

ContactMonkey is a cold email outreach and email tracking software solution you can use with your Gmail or Microsoft Outlook accounts.

ContactMonkey Key Features

  • Get notified instantly when a prospect opens your cold email or clicks on a link inside.
  • Use mail merge to create a personalized cold email campaign in Gmail or Outlook.
  • Schedule your emails to reach prospects at their peak hours.
  • Share the best-performing email templates with your sales team.

ContactMonkey Pricing

ContactMonkey’s paid pricing options are only available on request.

ContactMonkey Customer Ratings

  • Capterra: 4.1/5 (80+ reviews)
  • G2: 3.7/5 (60+ reviews)

11. Overloop


Overloop is an all-in-one CRM system you can leverage to find email addresses, run cold email campaigns, and improve customer engagement.

Overloop Key Features

  • Build personalized drip campaigns for your prospect list.
  • Automate your email follow-ups to engage with leads at scale.
  • Track your email open rate, click rate, and other metrics in real-time.
  • Search in bulk for the email addresses of multiple prospects.

Overloop Pricing

Overloop pricing starts at $42 per month, which gives you 50 email finder credits and five workflows.

Overloop Customer Ratings

  • Capterra: NA
  • G2: 4.3/5 (60+ reviews)

12. Woodpecker

Woodpecker home page

Woodpecker is a cold outreach and email marketing tool that makes it easy to approach leads and follow up with them across multiple channels.

Woodpecker Key Features

  • Validate your recipient email addresses in real-time and protect your sender reputation.
  • Send in-thread follow-ups to provide context and boost your reply rate.
  • See who’s interested in your cold email campaign with AI-based interest detection.
  • Use outreach cadences combining email, LinkedIn, and call.

Woodpecker Pricing

Woodpecker’s cold email pricing plan starts at $39/month per email account and offers unlimited email follow-ups, email open detection, and other features.

Woodpecker Customer Ratings

  • Capterra: 4.8/5 (10+ reviews)
  • G2: 4.4/5 (30+ reviews)

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Cold Email Automation Tools: Final Thoughts

With cold email automation, your sales team can engage tons of leads simultaneously.

And while picking the best cold email software solution for your needs is anything but easy, a great place to start is GMass.

Whether you work for a large company or own a small business, GMass is one of the best cold email software out there. Its cold outreach and marketing automation features help you send mail merge campaigns, schedule mass emails, automate follow-ups, and do so much more.

Why not try GMass today and simplify your cold email automation efforts?

Further Reading

See why GMass has 300k+ users and 7,500+ 5-star reviews

Email marketing. Cold email. Mail merge. Avoid the spam folder. Easy to learn and use. All inside Gmail.


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