Why do most people ignore cold emails?

Cold outreach can be frustrating. Whether you're a marketer, sales manager, PR manager, or link builder, the pain point remains the same—many people ignore cold emails, even when your offer could benefit them. According to a study by Backlinko, the average cold email reply rate is just 8.5%.

In this article, we won't promise a magic trick to make everyone respond to your emails. That's not realistic. Instead, we'll look at the top 9 reasons people ignore cold emails and give you some simple takeaways on how to fix these problems.

Improving your approach can increase your chances of getting more replies.

1 Wrong Audience Targeting

Targeted emails are responsible for driving 58% of all email revenue

One of the biggest mistakes is sending cold emails to the wrong people. No matter how well-written your email is, if the person receiving it doesn't need or care about your offer, they will ignore it.

Solution: Do Better Research

Take the time to determine your right audience. Use tools like LinkedIn or your customer database to find people more likely to be interested in your offering.

LinkedIn Sales Navigator helps you identify leads by offering advanced search filters to pinpoint prospects based on job title, industry, location, and more. You can save leads, track updates, and organize your outreach more effectively. Combine this with tools like Hunter.io to ensure accurate contact lists.

TAKEAWAY: Use LinkedIn Sales Navigator or email finders like Hunter.io to build a more accurate list of contacts.

2 Emails End Up in the Spam

The average email deliverability rate 2024 across the 15 ESPs tested is 83.1% (by Email Tool Tester statistics). It is mean that:

16.9% of all emails never reach the intended recipient's inbox.

Approximately 10.5% of emails are in the intended recipient's spam folder. If your emails go straight to the spam folder, people will never see them. There are several common reasons why this happens:

• Using Spammy Language: Words like "free," "limited time offer," or "urgent" can trigger spam filters.

  
  

• Sending Too Many Emails Too Quickly: Sending a large volume of emails from a new domain without warming it up first can raise red flags for email providers.

  
  

• Lack of Proper Email Authentication: Not setting up SPF, DKIM, or DMARC records makes it harder for email providers to verify the authenticity of your emails.

  
  

• No Permission from Recipients: Sending emails to people without their permission can lead to your messages being marked as spam. Also, your domain’s authority matters—low-authority domains are more likely to end up in spam folders.

  
  

• High Bounce Rates: Sending emails to outdated or incorrect addresses can result in high bounce rates, which may negatively affect your sender's reputation.

  
  

• Missing Unsubscribe Option: Failing to include a clear unsubscribe link can lead to spam complaints, which reduces your email deliverability.

Solution: Improve Email Deliverability

Start by checking if your domain is correctly set up with authentication protocols like SPF and DKIM. Avoid using words like "free" or "buy now" that might trigger spam filters. You should also send emails slowly to build trust with email servers.

TAKEAWAY: Use tools like MailTester or GlockApps to check the deliverability of your emails before sending them.

What experts suggest to do in case if your emails go to spam?

• Paolo Lipari, Founder @ OutboundHub:

I used to struggle with cold emails until I realized the importance of deliverability. By validating my email list, optimizing my setup (DKIM, SPF, DMARC), and sticking to plain text emails with minimal links, I significantly improved my results. In just one month, I increased my meetings booked by 15%.

Read full post

• Mohini S, AI & Tech Content Creator

To protect your domain reputation and maximize email deliverability, follow these three steps:

1. Avoid sending cold emails from your main domain—use alternative domains instead.

   
   

2. Use IP rotation to spread emails across multiple domains and reduce blacklist risks.

   
   

3. Set up DMARC, SPF, DKIM, and MX records for all your email accounts. Tools like Maildoso can automate these processes to save you time and effort.

Read full post

• Holiness Jacob, Email Marketing Specialist

Business owners often struggle with emails landing in spam or not being delivered. To improve deliverability, clean your list regularly, use verified domains, and avoid spam-triggering content. Remember, email deliverability is about building trust and ensuring your message reaches the right audience.

Read full post

3 Boring Subject Line

Your subject line is your first (and sometimes only) chance to grab the recipient's attention. In fact, 47% of email recipients open an email based on the subject line alone.

It needs to be short, clear, and engaging. The goal is to either spark curiosity or show the recipient that your email has something valuable for them.

Remember, a dull or unclear subject line will be skipped over, especially if the person is busy.

Solution: Craft Attention-Grabbing Subject Lines

Make your subject line short, clear, and engaging. Let people know that you can solve their pain points. The subject line should either make the recipient curious or show them that the email has value for them. Avoid clickbait and instead focus on being straightforward.

Here are some examples of catchy subject lines:

• Say Goodbye to Marketing Headaches—Our Team Has You Covered

• Struggling with Engagement? Let Us Show You a New Approach

• Ready to Double Your Leads? Marketing Kawowarka Can Help!

• Are you tired of Low Conversations? Here's How We Can Boost Them

• Need a Marketing Refresh? Check Out Our Proven Tactics!

  
  

TAKEAWAY: A/B test your subject lines to see what works best for your audience.

4 Being Self-Centered

A common mistake in cold emails is focusing too much on yourself or your product instead of the recipient. If your email only talks about your company, achievements, and what you want, the recipient will likely ignore it. People are more interested in how you can help them than in hearing about your greatness.

Solution: Focus on Their Need

To craft a more compelling email:

1. Shift the focus from what you're offering to how it helps the recipient.

   
   

2. Think about what problems they might be facing and position your product or service as a solution.

   
   

3. Instead of simply listing your product's features, explain how those features can address a challenge they're dealing with or help them achieve a specific goal.

By framing your message around the recipient's needs, you demonstrate that you've thought about their unique situation and that your offer isn't just a one-size-fits-all pitch. This makes your email feel more personalized and relevant, increasing the chances of a response.

TAKEAWAY: instead of saying, "Our software has cutting-edge automation features," try something like, "If you're looking to streamline your team's workflow and free up more time for strategic tasks, our software could be a great fit."

How to Shift the Focus:

1. Identify Their Pain Points: Do your research to understand the recipient's challenges. Do they need help with lead generation or improving customer retention? Once you know their pain points, you can position your offer as a solution.

   
   

2. Use Empathy: Show that you understand their challenges by using empathetic language. For example, "I understand that growing your audience can be tough, especially with limited resources. That's why we've developed a tool that helps you expand your reach with minimal effort."

   
   

3. Highlight Benefits, Not Features: While it's tempting to highlight all your product's features, it's more effective to focus on the benefits those features provide. Please explain how your product will make their job easier, save time, or help them reach their goals.

   
   

4. Ask Thought-Provoking Questions: Engage your recipient by asking questions that make them reflect on their current situation. For example, "Are you finding it difficult to keep up with the growing demands of your customer base?" or "Is scaling your marketing efforts without increasing headcount a challenge you're facing?" These questions make the email feel more like a conversation than a one-sided sales pitch.

   
   

5. Tailor Your Message: Personalization goes beyond using the recipient's name. Tailor your email to their specific industry, role, or company. For instance, if you're emailing a marketing manager at a SaaS company, you might mention how your solution has helped other SaaS companies improve their user onboarding process.

   
   

5 Lack of Personalization

People can tell when an email is generic. It feels impersonal and spammy when you send the same message to hundreds of contacts. Personalization shows that you've taken the time to learn about the recipient and their needs, making it more likely that they'll engage with your email.

Solution: Deep Personalization

• Personalize Beyond the Name: Personalization should go beyond simply inserting the recipient's name. It should also include specific details such as their role, recent company news, or common industry challenges.

  
  

• Leverage Data: Use data from previous interactions, website behavior, or social media to personalize your message. For example, if a recipient recently visited your website, mention the content they engaged with.

  
  

TAKEAWAY: Use email automation tools that allow you to personalize fields, but make sure you're not just inserting names into a template without context.

6 Wrong Sending Time

When you send your email, it is as important as what you say. Sending your cold outreach at the wrong time can mean your email gets lost in daily inbox clutter.

A study by Yesware reveals that the optimal time to send cold emails is between 1 PM and 4 PM. At 1 PM, many people return from their lunch breaks and likely check their inboxes as they settle into work. Similarly, 4 PM aligns with afternoon breaks or the final stretch of the workday, making it a good time for quick inbox reviews.

Another practical time slot is 30 minutes before 9 AM or 10 AM. Many people start their workday by checking their emails, so if your message arrives just before they begin reviewing their inbox, it's more likely to be noticed and read. These windows help you catch recipients when they're most engaged with their inboxes, increasing the chances of a response.

Solution: Optimize Send Times

• Test Sending Times: Use A/B testing to determine the best times to send emails to your specific audience. While general studies suggest mid-morning on Tuesday, Wednesday, and Thursday, your audience may differ.

  
  

• Consider Time Zones: Always consider the recipient's time zone. Use automation tools to schedule emails at optimal times for different geographic locations. For example, if you're targeting companies in Europe and you're based in the U.S., make sure to schedule your emails for when the recipients are most likely to be checking their inbox.

  
  

7 Missing Call to Action (CTA)

One of the most critical elements of any cold email is the Call to Action (CTA). A CTA tells the recipient what to do next. Most engaging emails can only succeed with a clear and compelling success.

Recipients might read your email and find it exciting but then move on without taking action simply because they weren't told what the next step should be. This common mistake can cause your outreach efforts to fall flat.

Solution: Include a Strong and Clear CTA

Every cold email should have a strong, clear CTA that guides the recipient toward the next step. The key is to make it specific, simple, and actionable. Don't leave the recipient guessing what you want them to do. Whether you want them to schedule a call, visit your website, sign up for a demo, or reply to your email, your CTA should make it clear and easy to take that next step.

TAKEAWAY: How to Create an Effective CTA?

1. Be Specific Your CTA should be precise and tell the recipient exactly what you want them to do. Vague CTAs like "Let me know if you're interested" don't provide enough direction. Instead, be clear about the next step.

Example:

• Weak CTA: "Let me know if this sounds good to you."

  
  

• Strong CTA: "Reply to this email if you'd like to set up a 10-minute call next week to discuss how we can help with [problem]."

  
  

The strong CTA makes the action clear (reply), and the recipient knows the next step (a 10-minute call).

2. Use Action-Oriented Language

Action verbs are powerful because they encourage the recipient to do something. Your CTA should use direct, action-oriented language that leaves no doubt about what the recipient should do next. Action verbs like "schedule," "reply," "click," "download," or "sign up" help create a sense of urgency and clarity.

Examples:

• "Schedule a demo today to see how this can work for your business."

• "Click here to get your free trial and improve your results."

• "Reply with your availability, and we'll schedule a chat."

  
  

The language here is simple and direct, telling the recipient exactly what to do.

3. Keep It Simple

Don't make sure to overload your email with enough CTAs. When recipients are presented with multiple options, they often experience decision fatigue and end up doing nothing at all. Instead, focus on one main CTA in your email that aligns with your primary goal.

Example:

If you want to set up a call, don't wait to ask them to visit your website, follow you on social media, and sign up for a webinar all in the same email. Stick to one request: "Let's set up a 10-minute call."

Statistic: Emails with a single call to action see a 371% increase in clicks compared to those with multiple CTAs. Source.

4. Create a Sense of Urgency

   
   

Adding urgency to your CTA can help motivate the recipient to take action more quickly. You don't want them to leave your email in their inbox, where it will likely be forgotten. Phrases like "schedule your call today" or "claim your spot before it's gone" encourage the recipient to act now rather than later.

Examples:

• "Schedule your free consultation today and start seeing results faster."

• "Only five spots left for our next webinar—secure yours now."

  
  

Urgency creates a fear of missing out (FOMO), which can drive recipients to act sooner rather than putting off the decision.

5. Make It Easy for the Recipient

Your CTA should be as frictionless as possible. If you want the recipient to schedule a call, don't ask them to email you back with their availability and wait for a response. Instead, use a tool like Calendly, where they can directly book a time that works for them with just a few clicks.

Example:

• "Click here to schedule a call directly on my calendar."

The easier you make it for the recipient to take action, the more likely they are to do so.

6. Align the CTA with the Email Content

   
   

Your CTA should flow naturally from the content of your email. The next step needs to be the logical one after reading your message. For instance, if your email highlights the benefits of your product, the CTA might encourage them to "schedule a demo" or "get a free trial" to see those benefits in action.

If your email discusses solving a particular problem, your CTA should invite the recipient to take the next step to address that issue.

Example:

If your email is about improving customer retention, your CTA could be:

• "See how we can help you boost customer retention by scheduling a demo."

• Test Your CTAs

  
  

CTAs, like subject lines, should be tested to see what works best for your audience. You can try different versions, such as "schedule a call" versus "book a demo" or "reply to this email" versus "click here for more information." By tracking the response rates to different CTAs, you can optimize your cold emails for better performance.

8 Email Is Too Long

Boomerang found that emails ranging from 50 to 125 words tend to receive the highest response rates. Response rates declined slowly from 50% for 125-word messages to about 44% for 500-word messages. After that, it stayed flat until about 2000 words, then declined precipitously.

Why?

People are busy, and they don't need more time to read long, complicated emails. The average professional receives dozens, if not hundreds, of emails a day. When they open their inbox, they don't have the time or the patience to wade through them, especially from someone they don't know.

If your email is shorter to get to the point, they might not even bother reading it.

Solution: Keep It Short and Sweet

When it comes to cold outreach, brevity is critical. The shorter your email, the more likely it is to be read and understood. Your goal should be to get straight to the point, focusing on the recipient's needs rather than going into unnecessary detail about your product or service. Every word in your email should serve a purpose.

TAKEAWAY: How to Make Email Straightforward

1. Start with a Hook. The first sentence of your email is crucial. It's your opportunity to grab the recipient's attention right away. Avoid long introductions or too much background information—dive straight into the value you're offering.

   
   

   For instance, instead of starting with, "My name is John, and I'm with XYZ Company, a leading provider of [product/service]," try something more direct like, "I noticed your company is expanding its digital marketing efforts, and I wanted to share a tool that could help you scale faster."

Starting with a hook that speaks directly to their needs will encourage them to keep reading.

2. Focus on One Key Point Rather than trying to cram several ideas or offers into one email, focus on a single key point. Your email should focus on one problem or opportunity relevant to the recipient. This not only makes your email shorter but also more impactful.

   
   

Example:

Instead of detailing multiple product features, highlight one benefit that solves a pressing problem. For instance, "Our tool helps reduce cart abandonment by 30% in just a few weeks."

This targeted approach ensures that your message is clear and easy to digest.

3. Use Short Paragraphs and Bullet Points. Long blocks of text are daunting, especially in cold emails. Break your email into short, easily scannable sections. Use bullet points to emphasize key information or benefits. This makes it easier for the recipient to grasp what you're offering quickly without having to read every word.

   
   

Example:

• Instead of writing out a long paragraph about the benefits of your product, use bullet points to make them stand out:

• Save time by automating repetitive tasks.

• Increase conversion rates by 20% with our optimized sales funnel.

• Easily integrate with your existing CRM system.

• Bullet points help recipients quickly identify the main value of your email without getting lost in the details.

4. Eliminate Unnecessary Details Cold emails are not the place for deep dives into your product's features or a lengthy company history. Stick to the essentials: who you are, why you're reaching out, and how you can help the recipient solve a problem or achieve a goal. You can always follow up with more information if they're interested.

Example:

Instead of writing: "We've been in business for over ten years and have helped companies in various industries achieve amazing results with our award-winning software. Our solution has multiple features, including XYZ, that can help you streamline your workflow, improve efficiency, and reduce costs."

Try this: "Our tool helps businesses like yours streamline workflows and cut costs. Let's set up a quick call to explore how we can help you achieve similar results."

This version is more concise, gets to the point faster, and conveys value.

5. Keep It Under 150 Words A good rule of thumb for cold outreach is to keep your email under 150 words. This forces you to be concise and stick to the most important information. In most cases, that's enough space to introduce yourself, highlight a key benefit, and include a call to action.

   
   

Example:

"Hi [Recipient],

I noticed you're expanding your customer base, which can only be challenging with the right tools. Our software helps businesses like yours reduce churn by 25% in just a few months.

Let's set up a 10-minute call to see how we can help you achieve similar results.

Best,[Your Name]"

This email is under 100 words and quickly conveys the value to the recipient while encouraging them to take action.

9 No Follow-Up

Sometimes, people don't respond because they're busy, and your email slips through the cracks. Follow up to ensure you don't miss out on all the potential opportunities.

Solution: Follow Up Politely

Don't be afraid to send a follow-up email if you haven't received a reply after a few days. Keep it short and polite, and remind them of the value you're offering. A simple follow-up can often be enough to spark a response.

Tip: Use a follow-up schedule, sending an email every 3-5 days until you either get a response or decide to move on.

Conclusion

Cold outreach can be challenging, but addressing the reasons people typically ignore cold emails can increase your chances of success. Focus on targeting the right audience, writing clear and engaging subject lines, personalizing your message, and offering something valuable. Following these tips will improve your cold outreach and allow you to see more responses.