Things to Avoid on a Cold Call Email

Though cold calls still hold their relevance in B2B sales and marketing, with the advent of internet cold emails are also gaining importance. They are used independently or as emails that support the cold calls. As for cold calls, there are certain etiquettes or do’s and don’ts for cold emails as well. Email communication is a science in itself. A professional email can attract business opportunities while a unprofessional one can drive away prospects. Along with the important points about how a good email should be written, there are equally important tips that indicate what should be avoided in a cold email.

Some of the tips are as follows:


Like any other professional email, your email should be free of typo errors, and errors in language, grammar, sentence structure and other aspects. The email should have a simple yet concise structure with greetings, content that is structured and conclusion followed by your signature. Be sure you run a spell check and review the mail before you click Send.

When you decide to send an email to a business prospect it is obviously expected that you have done some background research. Avoid asking basic information about the prospect’s organization and business. It is expected that you know about the organization and understand how to relate the business opportunity that you are offering to the work they do.  This also creates a confidence in your prospects that you are capable of answering their queries and provide solutions.

Managers and business people may not have the time to go through lengthy mails. Draft a concise mail with perfect clarity in explaining what it is all about. The message can preferably be open ended so as to lead on to an appointment setting to discuss the prospect.

Do not go wander aimlessly around the topic. Focus on the audience and the purpose of your mail. You should be the person who is approaching with gratitude to provide the service to the prospect. Highlight on the prospect to make them feel important and emphasize your role as the person to offer the benefits.

As you put in your proposition about the business offer or solution, describe it clearly and precisely. Do not hide or reserve any information for the face to face meeting. Let the audience understand the reason for the meeting and let your clarity lure them to venture into the offer.

Most of the managers and executives are particular about small things in the email that matter. For example, the people who are copied in the mail, the manner in which the reader is addressed and the signature represent your professional approach. Do not make any errors in these fields.

Always put yourself in the shoes of your audience. Read your mail when you draft it and find out if it is precise enough for the reader to understand and show further interest. Do not stick around with a standard template for all users. You should update the email depending on the client whom you are sending it to.

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