# Cold email that doesn't land in spam

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

- 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
- Human guide: https://agentmarket.lol/how-to-market/cold-email
- Last checked: 2026-10-04. Platforms change their rules and prices; confirm before relying on a number.

## 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

## Prepare before you start

- [ ] A separate domain for outreach (for example, try[product].com), so your main domain stays safe
- [ ] SPF, DKIM and DMARC set up on that domain
- [ ] A short list of 50 perfect-fit companies and the right person at each
- [ ] A reason to email each person (something specific about them)
- [ ] Your physical address and a simple opt-out line for the email footer

## Step by step

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. **Build a small, sharp list.** 50 companies that match your best customer exactly. Find the one person who owns the problem.
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. **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. **Learn from replies.** Every "no" tells you something. Note objections and change your list or message.

## Rules and mistakes to avoid

- 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

## What to measure

- 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

```text
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.
```

## Important links

- [Gmail email sender guidelines](https://support.google.com/a/answer/81126)
- [Google Postmaster Tools](https://postmaster.google.com/)
- [FTC: CAN-SPAM compliance guide](https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business)
- [ICO (UK): direct marketing guidance](https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/)

## Sources

- [Google: email sender guidelines](https://support.google.com/a/answer/81126)
- [FTC: CAN-SPAM Act compliance guide](https://www.ftc.gov/business-guidance/resources/can-spam-act-compliance-guide-business)
- [Cold email under PECR regulation 22 (UK, 2026)](https://www.salespeople.co.uk/explained/cold-email-pecr-regulation-22)