Cold email


A cold email is an unsolicited e-mail that is sent to a receiver without prior contact. It could also be defined as the email equivalent of cold calling. Cold emailing is a subset of email marketing and differs from transactional and warm emailing.
Cold email, according to its proponents, is not spam. However, if certain steps are not followed, it may be treated as spam by spam filters or reported by the recipients.
Cold email is a personalized, one-to-one message targeted at a specific individual. Its aim is to get into a business conversation with that individual, rather than to promote a product or a service to the masses.

Email deliverability

Email deliverability is the percentage of emails that got successfully delivered to the inbox, instead of getting blocked or classified as spam.
Email deliverability is not the same as email delivery. Email delivery is the percentage of emails that got successfully delivered to the recipient's email address, regardless of whether it is the main inbox or any other folder, including spam.
Email deliverability is especially important for cold email senders because their goal is to have their email delivered to the recipients' main inbox.

Factors decreasing email deliverability

Low email deliverability may result from:

Bad domain reputation

A domain reputation is a sending reputation for a specific domain name. A domain may lose its reputation if the emails are being sent in large quantity at once and with too high frequency. The recipient's email server may consider such behavior as spamming and blocklist the domain used for sending emails.
A domain may be also blocklisted if spam filters detect spam words in the subject line or the email content or an attempt to use other spamming techniques.
A domain's age is an important factor in determining a domain's reputation. A new domain has a neutral reputation by default. However, its activity is closely monitored by spam filters. If the email providers detect suspicious use of a domain, for example, sending a big number of emails in a short period of time, any such activity will be flagged and the domain may lose its reputation. To use a domain for a cold email outreach, it is recommended to warm it up first.

Bad server IP reputation

IP reputation is the sending reputation of an individual IP. Each email sender is assigned with an IP address. If an IP address is associated with spam activities, its reputation gets harmed.
An IP address may be shared or dedicated. The reputation of a shared IP address depends on all the users who are assigned to it. If one of the users sends emails marked as spam by spam filters or email recipients, the shared IP addresses reputation is harmed. The reputation of a dedicated IP address depends solely on the specific user to whom it is assigned.
A new IP address has a neutral reputation and needs to be warmed up first in order to build up a good reputation.
Emails sent by the IP address that has a bad reputation are placed in the spam folder. Ultimately, the IP address associated with spam activity may be blocked by the Internet Service Provider.

How to warm-up servers IPs

It is easier to establish a good reputation as a new sender.
IP warm-up age is the main factor to make a good reputation for your server.
You can set a limit on your server to:
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Bad email address reputation

An email address can be appointed with a bad or good reputation based on its sending history. If the emails are treated as spam by spam filters or reported by the recipients, the email address loses its reputation and further emails are placed into the spam folder or are entirely blocked by the Internet Service Provider.
Email address, similarly to a domain or IP address, requires a warm-up process before it can be used for sending cold email campaigns.

No SPF and DKIM records set up on a domain's DNS server

Both SPF and DKIM records protect the domain from email spoofing and phishing attacks.
SPF record authenticates the email message sent from an authorized domain's DNS server on which the SPF is set up.
DKIM record affixes a digital signature linked to a domain name to each outgoing email. It ensures that the message was sent from an authorized domain's DNS server.
Setting up both DKIM and SPF on a domain's DNS server positively influence domain reputation.

Exceeding the email provider’s sending limits

Each email provider has its own email sending limits that can be found on their websites. The limits may be daily, hourly, or sometimes even per minute. Exceeding the limits may result in blocking the email account for a time period determined by an email host.

Problems with email content

After the recipient's server receives the email and checks several factors, such as domain and IP reputation, the email content and subject line are evaluated by spam filters. There are specific words, usually overused by the spammers, that alarm spam filters and the message is treated as spam. The anti-spam software is continuously analyzing and modifying the spam word list based on user's feedback and behavior, such as marking specific emails as spam or retrieving them from a spam folder.
Subject lines that aren’t relevant to the email body may cause the recipients to feel misled. They may mark such messages as spam, thus damaging the domain and email address reputation.
The recipients may report the emails as spam if they do not consider the message relevant or valuable to them. Personalization adds uniqueness to each message. Identical and generic emails are not only suspicious to humans, but also to spam filters.
Emails, which include images, GIFs, or videos may be treated as suspicious by the spam filters. Replacing text with a picture in the content of an email has been a common practice of spammers who want to con spam filters and avoid spam word detection by the optical character recognition.
Too complex or broken HTML code in the email body may cause the message to display incorrectly, thus the message may be considered a phishing attempt or spam and may get reported as such by the recipient.
Emails with attachments sent from an unknown sender raise the recipients’ suspicion because such files are often identified with malware and computer viruses.
Too many links in a message may be considered suspicious by both spam filters and the recipients. Spammers tend to avoid using spam words in the email body by including links instead. If a sender includes a link to non-trustworthy source, it can trigger SPAM filters.
Many people use pixel-tracking technology to find out if their emails had been opened. The way this technology works, a transparent image that is the size of one pixel is placed somewhere in the email body. When someone opens the email they send a request to the server where the image is located in order to download that image. This download request is how the sender knows that their email was opened. Even though this technology is used by the majority of businesses that send a large number of emails, it has its downside. SPAM filters are created to protect the user from any unwanted content. Because of this, some people use filters that block emails containing transparent or same color as background images. This is why sometimes email tracking can trigger SPAM filters.

Sending volume and frequency

Sending volume is connected with the email provider's sending limit. The email provider determines the number of emails that can be sent per minute or hour. If too many emails are sent in a given period of time the email provider may block the sending process.
Also, if the number of emails sent increases significantly over a certain amount of time, it may be a sign for spam filters that the emails are not sent manually. Any non-human behavior alarms the spam filters, which results in the emails being placed in a spam folder.

High hard bounce rate

Sending emails to a big number of invalid or non-existent email addresses results in a high hard bounce rate, which in turn alarms the mailbox providers who may block the sender.

High soft bounce rate

Soft bounces take place when an email is turned back before reaching the recipient's server, hence, it is not delivered to their mailbox. The reason for a soft bounce is often a temporary technical issue with the recipient's mailbox, such as a server's failure or a full inbox.

Rules and regulations

Below are the summaries of chosen data protection legislation and laws restricting the use of unsolicited emails. A complete list of internal rules and regulations around the world can be found here.

GDPR

The General Data Protection Regulation aims primarily to give the European Union citizens the control over their personal data and to simplify the regulatory environment for international business.
All the individuals who send cold emails to the citizens of the EU are required to comply with the GDPR because they collect and process personal data, in this context, an email address connected to an identifiable individual at minimum.
In order to respect the GDPR while sending cold emails, an individual should abide by the specific principles:
The California Consumer Privacy Act regulates the ways personal information of California Citizens is used by businesses that get their revenue from selling consumer's personal data. CCPA focuses on data collection and privacy and gives California Citizens:
The CAN-SPAM Act set first national standards for sending commercial emails in the USA. According to the CAN-SPAM Act:
The CASL gives the citizens of Canada the right to:
The Spam Act regulates in what cases commercial emails, including cold emails, can be sent and what must be included in the content. It states that commercial emails:
The Unsolicited Electronic Messages Act regulates sending unsolicited commercial emails, including cold emails, with a New Zealand link, that is, emails that are sent to, from, or within New Zealand. According to the Act:
Local personal data protection regulations and laws restricting the use of unsolicited emails may be subject to change. Cold email senders must keep up to date with the amendments to such regulations in order to always act in compliance with the law.
Cold email trends and best practices change with time. Many factors depend on the type of business and target recipients of the emails.