Cold emails seem like a simple thing. You write, hit “send,” and wait for a response. But in reality, it's not that simple. Emails go unread. Or they are read but ignored. Or, worse, they go straight to spam.
Sound familiar? If you've ever tried to reach out to a stranger via email, you've definitely faced this challenge. You write what seems like a decent email, but all you get in return is silence. And you sit there looking at those “0% open rates” and wonder: what the heck? Why isn't it working?
It's all because cold emails are not just about “wrote and sent.” Everything matters: the subject line, who you are, how you started, and the tone you used. Small details decide whether a person opens the email or not. Whether they will respond or delete it.
In this article, we will explore why cold emails may go unread and what can be done about it.
Why cold emails go unread
Emails end up in spam
Many simply don’t reach the recipient because they land in spam. And it’s not always because you wrote something bad.
The main reasons for ending up in spam:
– Mass mailing without warming up
– Domain without proper SPF, DKIM, DMARC records
– The email looks like spam. It has a lot of links and stop words
Weak subject line
If the subject is “Hello, proposal” or “Collaboration.” No one will open it. Why? Because it’s boring. Because it has no identity. Because it looks like thousands of other emails.
Honestly, the subject line is crucial. It gives a chance. Just 2-3 seconds for a person to decide: “Okay, I’ll see what’s there.” Or: “Mmm, spam, to the trash.”
Bad examples:
Commercial proposal
Question
Collaboration
Letter from “Daisy” company
Good examples:
[Name], you really have an awesome team — I have an idea
Found your article — wanted to suggest something
I want to buy, but I have a couple of questions first
How do you solve [typical problem]? I have an idea
Do you feel the difference? There’s a genuine interest, a human connection, a hook.
No personalization
“Hello, dear client!” Sounds like someone in a suit approached you on the street, handed you a flyer, and walked away. No understanding of why they are addressing you.
People read emails that are written personally to them. Where their name is present. Where it’s clear that you didn’t just do a “copy-paste.” Where the context is visible — where you learned about them, why you decided to write at all.
Personalization is a must-have in 2025. At least a name, but even that is often not enough. Better — a name + a fact from their activity. Ideally — a name, a fact, and a specific reason for reaching out.
The email is too long or off-topic
“Now I’ll tell you everything, starting with the company’s history in 2012…”
No one cares. People don't read a block of text. Especially from strangers.
In a cold email, structure and essence are vital. One email — one thought. Briefly. To the point. Maximum value for minimum time.
Also, often the call to action (CTA) is forgotten. Like, you told a story, proposed something, and then — silence. So what? What now? The person should understand what you want from them. Respond? Schedule a call? Just say “yes”?
An email without a CTA is like a bridge without a bank. You don’t know where to go.
Low-quality sender
And finally, but equally important: who are you, anyway?
If the email comes from info123@domain314.biz — the chances of being read are zero.
The same goes for names:
– “Sales Department” — no.
– “Alexey, company XYZ” — better.
– “Alexey from XYZ, regarding [topic]” — ideal.
The domain should be warmed up, and the name — authentic. The person should have the feeling that a live person, not a bot, is writing to them. This is important. This is trust. And without trust, no one will open anything.
How to increase the effectiveness of cold emails
Okay, you understand why emails go unread. Now — what to do about it. Specifically and without abstractions.
Preparing the domain and reputation
If you’re sending emails from a brand new domain that is unknown to anyone, and you haven’t set up SPF, DKIM, DMARC — congratulations, you are automatically suspicious. Not a person — a bot. Not a friend — a spammer.
What to do:
Warm up the domain. Gradually, with care: start with a few emails a day, let it live, breathe.
Set up SPF/DKIM/DMARC — this is a must-have. Without it, you won’t even start working properly.
Don’t send 1000 emails from one account. We recommend sending up to 50 emails a day from one inbox.
First, establish a technical reputation, then start sending out newsletters.
Engaging subject line
The subject line of the email is like a book cover. The reading of the email begins with it. Therefore:
Use the recipient's name or the name of their company.
Add a hook: a question, an event.
Test as many variations as possible
Poor:
Commercial offer from “Horns and Hoofs” company
Good:
[Name], I found your site — I have a couple of ideas for improvement
Personalizing the email
Make it look like the email was written for a specific person. Directly to them. Even if it’s not true :)
The formula is simple:
Name
Context (where you found them, what you noticed)
Reason for writing
Proposal
CTA
Example:
Hello, Anna! I read your post about hiring in IT — it really resonated with me. I’d like to suggest collaboration, our audiences are quite similar. I have a couple of ideas, if you’re interested — I can send a brief plan.
It seems like nothing special, but it works. Because it shows: a person wrote this, not a mass-emailing robot.
Structure of the email: concise, to the point, with a call to action
One screen. No more. Better — half.
What should be in the email:
Greeting + personalization
Who you are and why you are writing (1-2 sentences!)
Proposal / value
Call to action (CTA)
CTA is not just “waiting for a response.” It’s specifics:
Is it convenient to have a 10-minute call on Tuesday?
I can send an example — interested?
If the topic is not relevant — let me know, so I won’t bother you anymore.
The person should clearly understand: what to do next?
Testing and analytics
If you don’t measure — you’re shooting in the dark.
What can and should be tested:
Email subjects
Wording of the CTAs
Length of the email
Time of sending
Audience segments
A/B tests are everything for us. Change one detail — see what works better.
Why cold outreach emails go unread: frequently asked questions
Sometimes everything seems to be done right — the email is good, the subject is fine, and the domain is warmed up. But still, something is off. Below are the most frequently asked questions from those who do cold outreach. Perhaps, you'll find the answer right here 👇
How to avoid getting into spam when sending cold emails?
In short: technical cleanliness + human approach.
Use a special service. In Russia, you can use Coldy
Warm up your domain — don’t start with mass mailing.
Set up SPF, DKIM, DMARC.
The email shouldn’t look like an “advertising blanket.” Write like a human.
Don’t add a bunch of links and attachments — filters don’t like that.
And please, don’t send the same email to 5000 addresses. Segment your audience.
How many emails should be in the sequence?
One shot is not a strategy. A working scheme is from 3 to 5 emails in the sequence:
The first — the main one, with the proposal.
The second — follow-up in 2–3 days: “Just in case you missed it, I’m following up.”
The third — with added value: case study, review, new detail.
The fourth — “final”: “If the topic is not relevant — let me know, I won’t disturb you anymore.”
Sometimes — a fifth, gentle one, after a week or two: “I’m returning to this topic, in case a window opened up.”
The main thing is not to be intrusive and not to write every day. You’re not a bot.
What metrics are considered good for cold emails?
If you have an open rate above 40–50% — that’s already good. If replies (Reply Rate) are 8–15% — that’s fantastic.
It all depends on:
Niche
Quality of the database
Subject of the email
How much you hit the trigger
Important: in cold emails, replies are more important than clicks.
We’ll help you compose emails that will be read
You can read articles, test templates, improve subjects — and that’s great. But sometimes you just need a person who can look at your case from the outside and say: “You need to tweak this part. And this would work better here.”
After registration, you will receive a free consultation:
— We analyze your niche and goals
— We help you compose the first emails
— We consult on your first outreach campaign
Sign up — and let’s start crafting an email campaign that will actually be read. And not just “mark as spam.”
