▷ The 7 Deadly Sins in your BtoB Cold Emailing

Did you say “BtoB cold email”? This email marketing strategy consists of sending out a prospecting email that you have never contacted before in order to convert as many prospects into customers as possible. Of course, as with any strategy, there are pitfalls and mistakes to avoid! Here are the 7 deadly sins to avoid in your BtoB cold emailing…

1. Email content that is too long and not personalized

If your email is too long, your recipient won’t take the time to read it! So, on average, write about three sentences, clear and concise, with an introduction, a part that summarizes your intention, and a call to action in the form of a question.

Likewise, an impersonal e-mail will hardly have a chance of addressing the person you are talking to. If you don’t personalize it, it shows that you don’t care about their possible problems, their business and who they are.

A personalized e-mail must contain the first name of the person you are talking to and the name of their company. He must have the impression that the message was written and thought out especially for him. Remember to indicate common relationships, for example references from competitors or similar companies.

2. Improper tools

Some people who employ the marketing automation strategy use tools that are unsuitable for cold emailing. Although they save time, they are only suitable for the quick sending of bulk emails, e.g. B. Newsletters. However, cold emailing tools aim to speed up sending to better simulate human usage.

In order to achieve your goals, you need to use the right tools for your cold emailing and prospecting emails in general. To make sure you choose the right software, make sure it has certain characteristics:

  • Personalized emails with merge tags, such as B. Company name, first name of the prospect;
  • Scheduled Reminders;
  • Bounce Tolerance.

If you intend to send out regular prospecting emails with follow-ups, this feature should be in your tool. With the number of prospects that need to be tracked, you will struggle and waste time identifying the message to send and the professionals involved.

Other functions are also handy. This is the case when tracking visits by scoring or clicks, as well as detecting responses aimed at not chasing down prospects who don’t respond.

3. Too commercial a message

If you ask too many questions and write too much promotional text, you quickly risk losing your interlocutor, who will no longer want to read the rest of the message. The latter may actually be annoyed or reserved at the message addressed to him.

Remember that cold email is not a sales page, but a means of making the first contact with the prospect. The aim is to get a response in order to establish an in-depth exchange.

Therefore, any statement that calls for exchange or purchase should be avoided. The aim of your first message is neither to convert nor to sell, but to get you interested in the person you are talking to and their problems.

4. Forget the call to action

Thinking of asking too many questions in your first contact email? Get this idea out of your campaign. And on the contrary, it is also to be avoided not to ask any questions, because the prospect will not understand what you expect from him. In this case, it is easier for him not to answer your email.

To achieve your goal of building a human relationship between the recipient and the sender, you must demonstrate empathy through cues inserted into the body of the message. Not only do you need to show that you genuinely care about your prospect, but you also need to ask them a well-crafted and concise question. The latter leads to an exchange that can lead to a collaboration.

Make sure you take a step back in your message to bring your prospect forward. He must be a real protagonist, but not a mere observer.

5. Spam Words

Banned by the recipient servers and algorithms, the spam words inserted into the emails lead to their destination in the spam box. Among the most common spam words, words like “free” and repeated use of two or three exclamation marks are immediately sanctioned.

By using paraphrases it is possible to avoid certain spam words. For example, the word “free” can be replaced by the phrase “publicly accessible”.

In certain exceptional cases, spam words can be used without fear that they will not be delivered to their recipient. This is particularly the case if you have already exchanged several emails with the recipient or if they have whitelisted your email address.

6. Not worrying about formatting

By formatting your email, your recipient will try to gauge your reliability and seriousness. If you do not take care of this element, your interlocutor will not attach any importance to your message.

The bold format is to be used sparingly so as not to offend your prospect. Remember that an email generally contains standard text with minimal formatting. When you use a marketing automation tool, your email is sent as a template that proves to your recipient that your message wasn’t personalized.

7. Failure to Sign

Omitting the signature means you are not revealing your identity to the recipient who will have doubts. To avoid this, remember to sign each of your emails because:

  • Algorithms prevent abuse by seeking as much information as possible to ensure sender legitimacy. Therefore, they meticulously analyze the signatures;
  • The signature brings various data about you to your interlocutor, who can be sure that you are human and serious.

Your signature must contain:

  • Your company name;
  • Your work ;
  • your first and last name;
  • The domain name;
  • your headquarters.


Addressing a potential customer via BtoB cold email requires special attention. In order for this first contact to succeed and be implemented later, ban long and impersonal e-mails in order to attract the attention of the person you are talking to and to show that you are interested in them. Also, make sure you use the right tools and don’t write commercial messages. The call to action is important to show what you expect from your recipient.

Also, remember to train regularly as trends and strategies change. Eligible for the CPF, this web marketing training course with the “Development of your activity with web marketing” certification will allow you to develop an effective digital strategy.

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