Common Mistakes in Cold Email Structure & How to Avoid Them

Picture this: you’ve worked hard to create a lead list, segmented it, and crafted the ultimate mail sequence, only to see poor results. 

Sounds horrible?

Well, that’s the reality. According to stats, only 23.9% of all sales emails are ever opened. The rest either go to the junk folder or remain unopened in the inbox.

To save your emails from such a fate, here’s a list of 10 common mistakes in cold email structure and remedies to avoid them.

Let’s get started. 

Cold Email Structure

The structure of a cold email typically includes: 

• An interesting subject line
• An engaging opening
• personalized message
• A clear offer
• A compelling call-to-action

A well-defined structure is crucial because it ensures clarity, captures attention, and guides the recipient smoothly through the communication. A coherent structure enhances the email's effectiveness, increasing the likelihood of engagement and achieving the desired response from the recipient.

Interesting Subject Line

The subject line is the first thing your recipient sees, and it determines whether they open your email or send it straight to the trash. A compelling subject line grabs attention and sparks curiosity, making the recipient want to know more.

Tips to Write Better Subject Lines:

Example: "Do you use any editing tool?"

• Be concise and specific.
• Use personalization when possible.
• Create a sense of urgency or curiosity.
• Avoid clickbait; ensure the subject relates to the email content.

Interesting Opening Line

The opening line sets the tone for the rest of the email. It should be engaging, relevant, and make the recipient want to continue reading. Personalization here establishes a connection and shows that the email is tailored to the recipient.

Tips to Write Interesting Opening Lines:

Example: "Hey Vaibhav, I was going through your articles on {website name} about {topic}."

• Begin with a compliment or acknowledgment.
• Address a pain point or challenge.
• Keep it concise and to the point.
• Make it relatable to the recipient.

Personalized Message:

Personalization creates a connection with the recipient, increasing the likelihood of engagement. It demonstrates that you've done your homework and are genuinely interested in them, not just sending a generic message.

Tips to Write Personalized Email Body

Example: "Proofreading is fundamental to look authoritative with your audience and of course, Google."

• Mention specific details about the recipient.
• Relate your offer to their needs or challenges.
• Use a conversational tone.
• Avoid sounding too automated or robotic.

Offer

The offer is the core of your email, presenting a solution to the recipient's problem or a benefit they can gain. It should be clear, concise, and highlight the value of what you're offering.

Tips 

Example: "With {tool name}, you can paraphrase complex sentences, write human-like content, proofread, edit, and generate content ideas."

• Focus on benefits, not just features.
• Be specific about what you're offering.
• Use bullet points for clarity.
• Keep it brief and easy to understand.

CTA (Call to Action)

The CTA guides the recipient on what to do next. It should be clear, specific, and encourage immediate action. Whether it's scheduling a call, downloading a resource, or responding to the email, the CTA drives engagement.

Tips to Catchy Cold Email CTAs

Example: "Can I interest you in a call for a brief walkthrough of the tool?"

• Use actionable language.
• Be specific about the next step.
• Create a sense of urgency if applicable.
• Keep it simple and straightforward.

10 Common Cold Email Structure Mistakes and How to Avoid Them

Although it’s not mandatory to follow the traditional cold email structure, it certainly help beginner marketers to get a clear idea of what to do and what not to do. I recommend keep these common cold email structure mistakes and experiment your way to find what aligns best with the target audience. 

#1 Weak Subject Line 

A weak subject line is a common misstep in cold email structure. It's a missed opportunity to grab the recipient's attention and entice them to open the email. A subject line lacking creativity, relevance, or personalization can lead to your email being overlooked or even marked as spam.

The subject line is the first impression of your email. It determines whether the recipient opens or deletes your message. A compelling subject line sparks curiosity and sets the tone for the entire email. In a crowded inbox, it's your chance to stand out and make your recipient eager to explore what you have to offer.

Consider using cold email tools like SmartLead that offer A/B testing for subject lines. This feature allows you to test multiple subject lines simultaneously and analyze which ones result in higher open rates, click-through rates and other metrics. A/B testing helps you to refine your approach and increase the effectiveness of your cold email campaigns.

#2 Generic Opening Lines:

Using generic opening lines in a cold email is a common mistake that can lead to a lack of engagement. Phrases like "Dear Sir/Madam" or "I hope this email finds you well" fail to capture the recipient's attention and can make the email feel impersonal and automated.

The opening line is the first impression you make on the recipient. A generic or uninspiring opening can result in the recipient losing interest before even reading the rest of the email. A personalized and engaging opening sets the tone for a meaningful interaction and increases the likelihood of the recipient continuing to read.

****A/B test the opening lines to see which one works best for your customers. 

#3 Lack of Personalization

Sending cold emails that lack personalization can be a critical error. When emails appear generic and fail to connect with the recipient on an individual level, it diminishes the likelihood of engagement and response. 

Personalization is crucial in cold email campaigns because it establishes a genuine connection with the recipient. It shows that the sender has invested time in understanding the prospect, making the communication more relevant and compelling. Studies consistently indicate that personalized emails result in higher open rates and increased customer engagement. It's not just about using the recipient's name; it's about tailoring the message to their specific interests, challenges, or achievements.

#4 Unclear or Complex Offer

Providing an offer that lacks clarity or is overly intricate is a prevalent error in cold email structure. When the recipient struggles to comprehend the value or benefits of your proposition, engagement and interest decline. Complex language or an unclear presentation may lead to confusion, diminishing the chances of the recipient taking the desired action.

Clearly articulate the benefits of your offer in simple, straightforward language. Use concise and easy-to-understand sentences, and if applicable, utilize bullet points to highlight key features. Ensure that the recipient can easily grasp how your solution addresses their specific needs or challenges.

#5 Vague Call-to-Action

A vague call-to-action (CTA) is a common pitfall in cold email structure. When the desired action is unclear or lacks specificity, it leaves the recipient uncertain about the next steps. Phrases like "Let me know if you're interested" or "Feel free to reach out" lack the precision needed to guide the recipient toward the desired response, resulting in potential opportunities slipping through the cracks.

A catchy and clear CTA is crucial because it serves as the linchpin for driving engagement and conversions. It provides a roadmap for the recipient, clearly outlining what action to take next. A well-crafted CTA can instill a sense of urgency, encourage immediate responses, and lead to a higher conversion rate. It acts as the catalyst for turning a cold prospect into an engaged lead, making the difference between a lost opportunity and a successful interaction. A compelling CTA should be actionable, specific, and aligned with the overall goal of the cold email campaign.

#6 Lengthy Email Body

Sending a cold email that exceeds an optimal length is a common mistake. Lengthy emails risk overwhelming recipients, especially busy professionals who may not have the time or patience to sift through dense content. In a cold email, brevity is key. Attention spans are short, and concise communication increases the likelihood of the recipient absorbing the key message. Long-winded emails may dilute the impact of your value proposition and make it harder for the recipient to grasp the essential information.

Importance of Keeping It Short

• Attention Retention: People tend to lose interest quickly, and a lengthy email increases the chances of the recipient disengaging before reaching the key points. A short, focused email is more likely to retain attention.
• Ease of Understanding: Complex and verbose emails can be confusing. Keeping it short ensures that your message is clear, easily comprehensible, and quickly digestible.
• Respect for Recipient's Time: Professionals receive numerous emails daily. Keeping your email concise shows respect for the recipient's time, making it more likely they will appreciate and engage with your message.
• Increased Response Rates: Shorter emails are more likely to be read in their entirety. When recipients can quickly understand your offer and call-to-action, they are more inclined to respond positively.
• Encourages Follow-Up Engagement: A short initial email sets the stage for follow-up interactions. If recipients find value in the brief introduction, they are more likely to engage in further discussions and explore your offer.

#7 Overuse of Automation in Crafting Cold Emails

Overusing automation in cold email communication can lead to emails that feel robotic, impersonal, and lack the human touch. When every aspect of the email is automated, it might fail to connect with the recipient on a personal level, diminishing the effectiveness of the outreach.

How to avoid it? 

Review cold emails before launching the cold email campaign. It’s crucial to catch errors, ensure personalization is accurate, and verify that the content aligns with the recipient's profile. 

Automated systems may not always account for subtle nuances or recent developments in the recipient's context. By reviewing the email, marketers can identify potential issues, refine the language for clarity, and make adjustments to enhance the overall quality of the communication.

#8 Ignoring Spam Triggers

Neglecting potential spam triggers in your cold email can result in your messages being flagged and sent straight to the spam folder, reducing the likelihood of engagement. This includes using all caps, aggressive language, or common spam keywords that automated filters recognize.

To send an email campaign with no spam triggers, you can also try Smartlead. It has a "spam checker" feature in the mail sequence tab. This feature is designed to analyze your email content and identify words or terms that might trigger spam filters. 

By utilizing Smartlead's spam checker, you can review and modify your email copy to ensure it aligns with best practices and avoids elements that might be perceived as spam. This proactive approach helps improve the deliverability of your emails and increases the chances of them reaching the recipient's inbox rather than being flagged as spam. Regularly reviewing and refining your email copy based on the spam checker results is a crucial step in optimizing your cold email strategy.

#9 Neglecting Follow-Up Strategy 

Neglecting a well-thought-out follow-up strategy is a common mistake in cold email campaigns. Failing to plan strategic and spaced follow-ups can result in missed opportunities and decreased response rates. Some marketers send too many follow-ups too quickly, overwhelming the recipient and potentially damaging the sender's reputation.

To avoid this mistake, consider implementing a structured follow-up sequence by using tools like Smartlead. A powerful automation tool can streamline this process. You can easily set up and automate follow-up emails at specified intervals. 

#10 Readymade Email Templates

Using generic, readymade email templates without customization can significantly hinder the effectiveness of cold emails. While templates can be a helpful starting point, sending emails that appear mass-produced and lack personalization can make recipients feel like just another target. This approach diminishes the chances of building a meaningful connection and achieving the desired response.

Customize templates based on the recipient's industry, role, and specific challenges. Incorporate personalized details, such as the recipient's name, recent achievements, or relevant projects. Avoid relying solely on a generic template; instead, use it as a foundation and tailor each email to the individual recipient. 

This personal touch demonstrates genuine interest and increases the likelihood of engagement. Regularly review and update templates to keep them fresh and aligned with your evolving outreach strategy.

Conclusion

The perfect cold email comes with a proper structure—a catchy subject line, a good opening line, a personalized message, an offer, and a CTA. Sometimes, the order of the structure may change, but these remain the must-have elements in a cold email.

To ace a cold email campaign, avoid the above-mentioned cold email structure mistakes. Focus on creating a killer email body, use a cold email tool to set up the follow-ups, and you’re good to go.