4 Writing Mistakes to Avoid When Cold Emailing

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Gabrielle Hughes
Content Marketing Manager

Cold emailing is an art on its own, but the success of anything you send is all dependent on the content. While you can’t control whether your email garners a response, you can control everything else - here are a few mistakes to avoid in your writing.

Misspelling or misusing words

With any email you send, it can be easy to slip up and make a mistake - especially when you’re going too fast. But if you’re not careful, the end result can cause you to lose business.

Think about it - when you receive an email with the sender confusing “your” and “you’re,” or your first name spelled wrong, it has probably affected your perception of the person on the other end. Misspellings - especially those of your name, company name, or phone number - can also cause your prospect to confuse your business with something else, and prevent them from following up.

To avoid being thought of as sloppy or unprofessional, be sure to proofread your message (more than once) and even install a tool like Grammarly to catch any errors your miss.  

Incorrect formatting

If you’re reaching out to someone that doesn’t know who you are, first impressions are everything. In fact, the appearance of your cold email will decide if the recipient even wants to read your message in the first place.

Most cold emails shouldn’t be more than a few sentences. In turn, it looks best when each statement is presented separately, as opposed to grouped together.

And as you’re breaking out email copy, remember to use bullets instead of inline lists. Would you rather be asked if you want to meet “Monday at 2 p.m., Wednesday at 1:30 p.m., or Friday at 9:30 a.m.” or receive an email that lists the time slots like this:

  • Monday at 2 p.m.
  • Wednesday at 1:30 p.m.
  • Friday at 9:30 a.m.

Not having a clear CTA

More often than not, getting your prospect to agree to next steps is the biggest challenge with cold emailing.

Whether it’s asking for a few minutes to chat about resources you’ve just sent over or offering a product demo, your CTA should be designed to advance your prospect through the sales process. Make sure to include a specific CTA into its own line or paragraph so it’s not lost in the rest of the text. And never ask for too much - otherwise your prospect will become overwhelmed by the request, and most likely do nothing.

Copy and pasting

Have you ever gotten an email that’s a little… off? Maybe it was inconsistent font sizes or something wrongly addressed to you - regardless, you know how distracting it can be.

This is usually due to the sender copying and pasting email content without removing the formatting. Before you hit send on any cold email message, you should always highlight any sections you've pasted and click the "Remove formatting" button in your email browser.

Want more cold emailing tips? Check out Nailing the Art of Cold Emailing here.

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