Cold email outreach is still one of the most effective ways for businesses to acquire new customers, drive in more traffic, and directly book more appointments.

By targeting verified prospects looking for a solution you provide, and delivering personalized messages that give value upfront, you’re increasing your chances of successful customer acquisitions day after day.

The only big problem with cold email outreach, however, is when your campaigns don’t make it to your recipient’s inbox. Statistically, a whopping 21% of cold email campaigns are never received, let alone opened.

How can you increase your deliverability and effectiveness with your automated cold email campaigns? In this short guide, we’ll be discussing the importance of warming your email, and how to do so to start seeing a greater success rate on your campaigns.

What Is A Warm Email and Why is it Important

A “Warm” email refers to a domain-linked email account that is verified by your domain provider as well as your email service provider, like Gmail.

The gradual process of warming an account involves the volume of emails sent, the general reputation of the account and domain linked, as well as the type of emails sent.

Having a warm email is especially important for sales or any other type of cold outreach, to not only ensure that your emails are being delivered, but that there is very low risk for them to be marked as spam.

How to Warm An Email For Cold Outreach

For the sake of teaching this process, let’s say that you’re creating a brand new account strictly for the purpose of sending cold email campaigns to drive more sales calls and appointments for your business.

Step 1: Account Set Up

Prior to warming your account, it needs to be created. If your company already has a domain established with other email accounts active, head to G Suite and simply set up a new account linked to your existing domain.

If you don’t have a verified domain yet, buy one through G Suite to make email account linking and verification as easy as possible.

While all email accounts are created equally, they don’t stay that way for long. Email’s and domains quickly pick up reputations whether they are good or bad that can have lasting effects on your deliverability and success rates.

No matter if your email is created with an existing or a new domain, you can’t start firing out cold emails right away. The time after creation should be dedicated to warming your email.

How long should you wait? For new domains, aprox. 8–12 weeks, and only 2 weeks for existing domains.

Step 2: Personalization 

This is perhaps the easiest step of the whole process and is done so to simply prove that you are who you say you are, and drastically decrease your chances of getting flagged as spam.

Use this three-part personalization checklist that will take you under 5 minutes:

  • Add a high-quality profile picture
  • Add your real full name
  • Add an email signature with details that verify you as well as your company such as: Name, Job Title, Company Name, Company Address, Phone #, Email Address, Website

Step 3: “Warming” Your Account

Your account is now established, and you’ve proven that you are a real human being that works for a real company.

Next, it’s time to actually do the “warming” part of the process. This basically means that for the time period between account creation and when you start your cold email campaigns, you use the account like a real person.

This can include setting up social media profiles or blogs with your new email address, joining mailing lists, or subscribing to a few monthly services. Shoot for at least 5–10 signups with your email to establish a backlog of activity.

Next, it’s time to start sending emails to current clients, or previously acquired contacts. These should not be automated, but instead, be highly personable. Use this as a time to let your current clients or contacts know that you’ve switched email accounts, or simply ask for a time to catch up.

Step 4: Run a Test Campaign

So you’ve spent the past few weeks (or months, depending) warming your email, and now you’re ready to start testing campaigns.

For tests, it’s important to use the same email automation platform that you plan on using for your real campaigns.

Select up to 10–15 cold email addresses that you know are real, and send a simple automated campaign. for example, introducing yourself and your business, and offering a free brief phone call to explain your services.

This will give you the opportunity to get familiar with the automation platform you’re using and see how Google’s spam filters react to your first campaign.

When your emails get delivered and are replied to, this shows Google that your business emails are in fact relevant, and are being sent to appropriate contacts. This is the final warming step before you’re ready to send your mass campaigns.

Step 5: You’re Ready to Launch

If you’ve followed all of the above steps, your account has been properly warmed and is ready to take on your mass automated email campaigns.

However, it’s important to keep in mind that your mailbox activity is continually monitored by Google, therefore it’s crucial to be careful with your volume and content of your messages, otherwise, all of your hard work could go to waste.

Here a few tips you can implement with your email automation platform to decrease your spam risk even more:

  • Limit 2,000 emails every 24 hours 
  • Adjust your sending calendar to ensure that emails sent are being spaced out and not sent all at once
  • Disable open tracking for short messages
  • Use custom tracking domains within your emails

Outside of these short cuts, remember that personalization is the key to effective and successful campaigns.

Conclusion

Cold email campaigns are still one of the most effective methods of acquiring new customers and driving more calls and booked appointments for your business.

By taking the time and steps to ensure that your sales email accounts are properly warmed, you’re setting yourself and your business up for higher deliverability and success rates.

Website | + posts

Co-Founder @hoo.be / @ImMakingADifference Head of Marketing & Operations