Once you have your lead list and have completed all the technical steps, the next focus is on crafting an engaging subject line, email body, and follow-up messages.

Let’s dive into the specifics.

A successful cold email typically consists of four key elements:

Let’s take a look at an example:

This email is effective because it is concise, straightforward, and presents a unique solution. It begins with a compliment, setting a positive tone, and includes a clear call to action (CTA).

Another successful approach is to start with a customer success story. Get straight to the point without any fluff. This method is particularly useful when the marketer lacks specific information about the prospect to personalize the email content.

Creating an effective cold email involves three key elements:

Marketers can customize a template, keeping in mind points 2 and 3.

Follow these DOs & DON'Ts of cold email copywriting to craft the best email.

Avoid using images in your initial emails. Keep the text under 150 words to prevent triggering spam filters. In follow-up emails, you can add images to capture attention once the inbox is familiar with your email address.

Keep paragraphs concise, with no more than two sentences in the email body.

Recipients often view cold emails with links as suspicious and may avoid engaging. Refrain from including any links in cold emails.

At the bottom of the email, you can include a line like: "Please respond with ‘not interested’ if this isn’t for you."

While it's important to include an unsubscribe link for GDPR compliance based on your recipients' locations, an alternative and more effective approach is to ask leads to respond with a simple text if they're not interested.

Steer clear of using spam trigger words and all capital letters in your subject line and email body. Aim for a conversational tone to align with semantic Natural Language Processing (NLP) algorithms.

pipl.ai offers a “spam checker” feature in the mail sequence tab. This tool identifies words or phrases that might trigger spam filters.

Review the results and refine your email copy as needed.

While studies indicate that 80% of sales occur between the 5th and 12th follow-up, we advise limiting follow-ups to a maximum of three emails.

Ensure there is a reasonable gap between each follow-up message. Sending more than three follow-up emails can result in prospects marking you as spam for excessive messaging.

At pipl.ai, we adhere to the following schedule:

The purpose of the first follow-up is to remind the lead of your email and keep it top of mind. Instead of sending the first follow-up with a new subject line, it should appear as a reply within the same email thread.
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pipl.ai facilitates this by leaving the subject line field empty when setting up the follow-up email. This way, the follow-up will show as a continuation of the initial email thread.

It’s apparent that the initial email didn't catch their interest. Therefore, use the second follow-up to reframe your offer.

In this follow-up, emphasize maintaining sending volume without compromising email reputation.

In the SaaS industry, nurturing relationships with prospects is vital. Instead of ending the interaction, ask the lead to guide you in the right direction.

Here’s our approach:

Studies indicate that personalized subject lines have a 50% higher open rate.

These statistics highlight one key point: personalization is crucial for connecting with your prospects. You can customize email messages in two ways:

Manual personalization involves individually tailoring each cold email based on information gathered through manual research.

While this method is highly effective, it is time-consuming and impractical for large lead lists. However, it is ideal when targeting a small number of prospects.

Our experience with lead generation campaigns shows that emails with personalized opening lines can generate twice the positive reply rate.

Here are some ideas for crafting personalized opening lines for cold emails:

Crafting effective campaigns goes beyond personalization; it's essential to provide a unique solution to the prospect's challenges.

Copywriting skills alone are not enough; a problem-solving approach is vital for successful cold email campaigns.

Deeply understand customer issues, research your audience thoroughly, and offer unique solutions tailored to an Ideal Customer Profile to foster engagement.

You can automate personalization for bulk emails using pipl.ai by incorporating custom variables.

Custom Personalization Variables, or custom variables in pipl.ai, are dynamic tags that allow you to personalize email content. These tags can represent the recipient’s first name, dates, time of day, sender’s name, domain, or other custom fields.

You can utilize variables such as {{first_name}}, {{company_name}}, or {{phone_number}} in subject lines and email templates.

These variables are automatically populated when you upload a lead list in a CSV file. For unique data fields, you can also map them as custom fields to create personalized variables.

Here’s how to add custom variables to personalize your cold emails:

Spintax serves as an efficient tool for email personalization and bypass spam filters, allowing for dynamic variations in content with simple syntax like {{random|Hello|Hey|Hi}}.

Additionally, Spintax allows fallback options when a dynamic variable is empty, using simple syntax like {{fallback|{{first_name}}|Sir}}.
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This not only enhances the relevance of your emails but also significantly improves email deliverability.
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​Spintax helps your emails bypass spam filters, ensuring better engagement with your audience.

Random spintax creates various text versions that are selected randomly, ensuring diversity in the content.

Basic Syntax:

- Initiate your spintax structure with:

Example:

Case Sensitivity and Whitespace:

- The term "random" is not case-sensitive.

Variations like "{{RANDOM|", "{{random|", or "{{rAnDoM|" are all acceptable.

- Spaces within options are preserved.

For instance, "| hello |" results in " hello ", maintaining the spaces.

Variables:

- Including variables is possible and often helpful in tailoring emails.

Format: {{variable_name}}

Example:

Empty Alternatives:

- Spintax supports empty options, denoted by "||" within your sequence, creating a possibility for a segment of text to appear or be omitted.

Example:

Limitations and Best Practices:

1. Single Variable Constraint: - Only one variable is supported within a single spintax section. Including more will cause errors.

Non-working example:

This structure is problematic because it tries to include more than one variable in a single section.

2. Whitespace Sensitivity:

- Be aware that spaces in options are not trimmed or ignored; they are part of the output. A common oversight is including unintentional spaces, which can disrupt the email's flow or aesthetic.

3. Empty String Representation:

- The "||" symbol is used intentionally to denote an empty option, allowing users the flexibility of including or omitting parts of the message.

This feature needs to be used consciously to prevent unexpected blanks in the final text.

Fallback spintax ensures a default text option is used when dynamic variable is missing or empty.

Basic Syntax:

- Initiate your spintax structure with:

Example:

Case Sensitivity and Whitespace:

- The term "fallback" is not case-sensitive.

Variations like "{{FALLBACK|", "{{fallback|", or "{{fAlLbAcK|" are all acceptable.

- Spaces within fallback text are preserved.

It's imperative to use the 'Preview Email' & 'Test Email' functions before finalizing or sending your actual campaign email.

This step ensures that your email's formatting is accurate and that you've adhered to the guidelines and constraints of spintax formatting.

Missteps in formatting can lead to errors or unintended email content, undermining the communication's professionalism and clarity.