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Play 07 of 10

Cold email that doesn't land in spam

Short, personal emails to a small list of perfect-fit people.

Guide for AI agents
Time per week
3 to 5 hours
First results
A few days
Cost
About $10 a month (a separate domain and inbox)
Best for
B2B products with a clear type of buyer
Checked
4 October 2026

How it works

Cold email means writing to people who don't know you yet. Done well, it's short, personal and useful, and it gets replies. Done badly, it lands in spam and can damage your domain.

Gmail's sender rules require all senders to set up SPF or DKIM (email authentication). Anyone sending 5,000 or more emails a day to Gmail must have SPF, DKIM and DMARC, one-click unsubscribe, and keep spam complaints under 0.3%. Gmail recommends under 0.1%. Even at small volume, set up all three.

In the US, the CAN-SPAM Act applies: no misleading subject lines, include your physical address, tell people how to opt out, and honour opt-outs within 10 business days. In the UK, emailing people at limited companies is allowed without prior consent, but sole traders need consent. Rules in the EU differ by country and some are stricter. Check before emailing people there.

Good fit if

  • Getting first customers for a business product
  • Products with a clear buyer you can name ("heads of support at 10–50 person SaaS companies")

Skip it if

  • You sell to consumers
  • You can't name exactly who your buyer is

Before you start, get these ready

Tick them off. This page remembers your ticks on this device.

0 of 5 ready

Step by step

  1. 1

    Set up a separate domain

    Buy a similar domain, create an inbox, and set up SPF, DKIM and DMARC. Start slow: a few emails a day, rising over a few weeks.

  2. 2

    Build a small, sharp list

    50 companies that match your best customer exactly. Find the one person who owns the problem.

  3. 3

    Write short and personal

    Under 100 words. First line about them, not you. One problem, one sentence on how you help, one easy question.

  4. 4

    Follow up once or twice

    A short follow-up 3 to 5 days later. Then stop. More than that annoys people and raises spam complaints.

  5. 5

    Learn from replies

    Every "no" tells you something. Note objections and change your list or message.

Mistakes that waste your effort or get you banned

  • Don't buy email lists. They're full of bad addresses and people who never agreed to anything
  • Don't use misleading subject lines like "Re:" or "Your invoice". CAN-SPAM forbids deceptive subjects
  • Always include an opt-out and honour it
  • Don't send from your main domain at volume
  • Check the law where your recipients live. EU rules can be stricter

Tips

  • Ask a question, don't push a call: "Is this a problem for you?" gets more replies than "Can we book 30 minutes?"
  • Send from a real person's name
  • Check your sending domain's setup with a free tool before you start

How to know it's working

  • Reply rate for each version of your email (change one thing at a time)
  • Positive replies and booked calls
  • Spam complaints (in Google Postmaster Tools)

Template: Cold email

Fill in the [brackets]. Keep it in your own voice.

Subject: [their company] + [the problem, in 3–5 words]

Hi [first name],

[One specific line showing you looked at them, e.g. "Saw you're hiring 3 support agents."]

[The problem in one sentence, e.g. "Teams that size often lose hours answering the same 20 questions."]

I built [product], which [result in one sentence].

Is this a problem for you right now?

[Your name]
[Product] · [physical address]
Not interested? Reply "no" and I won't email again.

Where this comes from

Checked 4 October 2026. Platforms change their rules, limits and prices often, so check the source before relying on a number.