Part 1: Why cold emails suck – The Rant

An in-depth look at why cold emails fail and how outdated they’ve become.

This is Part 1 of a 3-part series where we dive into why cold emailing is no longer effective and what you should do instead. Check out Part 2 and Part 3 to continue learning about better lead generation tactics.

Let’s just put it out there: I hate cold emails. If I had a dollar for every irrelevant, templated, soul-sucking email that hit my inbox, I’d have enough to buy an island and retire. And I think you might feel the same—there’s nothing worse than opening an email that screams, “I don’t know you, I don’t care about you, but I want something from you.”

It’s 2024, folks. Your prospects are smarter, savvier, and more cynical than ever. If your marketing strategy still includes blasting strangers with unsolicited pitches, it’s time to rethink your approach. Let’s dive into why cold emails are trash, and more importantly, what you should be doing instead.

Cold emails: the digital equivalent of door-to-door sales

Remember the days when door-to-door salespeople would show up at your house, uninvited, trying to sell you stuff you didn’t need? That’s what cold emailing feels like—except now it’s digital, and it’s invading the one place you thought was safe from unsolicited sales pitches: your inbox.

Here’s the thing: cold emails are built on outdated principles of interruptive marketing. They’re spammy, annoying, and often feel like a desperate cry for attention. Instead of engaging your audience, you’re interrupting them—and not in a good way. Your prospects aren’t hanging around in their inboxes hoping to be “wowed” by your unsolicited pitch. They’re busy, and they don’t have time for emails that add zero value.

Your prospects are not numbers – they’re people

One of the biggest problems with cold emails is that they treat people like numbers—just another name to check off the list. This approach might have worked back when cold email was new, but now? People have wised up. They can spot a templated, impersonal email from a mile away, and they’re hitting delete (or marking as spam) faster than you can say “unsubscribe.”

An audience-first marketing approach is far more effective. By delving into what drives your customers, including their pain points, needs, and behaviors, you create marketing that resonates with real, breathing individuals. Because marketing that speaks to humans always outperforms outdated, mass-market methods. By focusing on genuine connections, businesses can develop more impactful marketing strategies that truly engage their audience and foster long-lasting relationships.

What 99.9999% of cold emailers get wrong 

I receive at least 3 cold emails in my personal and professional inboxes every day. It might surprise you to know that I read every one of them – I have for years. And you know what most of them have in common? They skip the most crucial step when communicating with someone: they don’t get the audience right.

Here’s just one example of a cold email I’ve received recently that got the audience wrong—we don’t do PLG, we don’t have a product.  

In marketing, we often talk about how audience is everything—meaning that without the right audience, no matter how good your marketing is—it will always fail. Start with focusing on your audience’s “WIIFM” or “what’s in it for me” —what challenges they have, how you help them solve them, and why they should care about what you have to say. 

The numbers don’t lie: cold emails are a waste of time

The average cold email response rate hovers around 1%. That means for every 100 emails you send, you’re likely to get one person vaguely interested in what you’re selling. And that’s if you’re lucky. You’re spending time crafting emails, setting up sequences, and paying for software, all to get… crickets.

Don’t take it from me, others have noticed the abysmal return on cold emails. Rand Fishkin recently wrote a post about this very thing on LinkedIn: 

Instead of burning resources on tactics that don’t work, imagine what you could achieve by focusing on strategies that do—like targeted, well-timed, and value-driven engagement that actually moves the needle.

Why cold emailing is a no-go in 2024

Cold emailing isn’t just ineffective – it’s increasingly risky. With more data protection laws, strict sender guidelines from Google, Yahoo, and Microsoft, and sophisticated AI tools that filter out low-value content, the cold email tactic is fast becoming harder and harder to execute. Modern inbox providers like Gmail and Outlook are using complex engagement metrics—beyond just opens and clicks—to decide whether your email deserves the inbox or the spam folder. And you’re never going to be able to outsmart them.

Engagement matters. Positive interactions, like replies or moving emails to folders, signal value, while negative actions like marking emails as spam or deleting them without reading can tank your sender reputation. So, what does this mean? It’s simple: you can’t fake it anymore. If your content isn’t valuable, it won’t survive.

Have you seen the proliferation of cold email “bros” on Linkedin? This is the marketing version of the crypto bro. If someone is selling you a hack or a shortcut, or promising you amazing results– wake up! It’s the 2024 version of snake oil salesmen. If something sounds too good to be true, IT IS. 

What to do instead: smarter lead engagement tactics

It’s time to break up with cold emails and start dating your prospects (figuratively). Here’s what you should be doing instead:

1. Spend more time on high-value champions

   Your best leads aren’t hanging out in a cold email list. Use Account-Based Marketing (ABM) to focus your efforts. Identify your high-value accounts and champions within those accounts, and tailor your approach to them. This isn’t about more – it’s about better. What are their watering holes? Find where your ideal customers are and engage them with personalized, thoughtful interactions.

2. Use LinkedIn and 1:1 outreach the right way

   Try engaging with your prospects on LinkedIn. But remember, it’s important that you connect, comment, and add value before you slide into their DMs with a pitch. When you do reach out, make it a 1:1 email that speaks directly to their pain points. Is your value proposition clear? Are you solving a real problem for them? That’s what they care about. Make them feel special. 

3. Try direct mail, calls, and personalized engagement

   Sometimes the best way to stand out is to go old school—send a direct mail piece, pick up the phone, or create a personalized video message. These methods show effort and can break through the digital noise. It’s not about abandoning digital – it’s about mixing it up and being where your prospects are.

4. Elevate your messaging with real value

   Is your copy audience-focused or you-focused? Concentrate on your audience’s needs, pain points, and how you can help. Don’t just say you’re great—prove it with relevant case studies, testimonials, or a clear, compelling value proposition.

5. Content marketing!

   Cold emailing is not the only way to drive demand. Focus on creating better content that adds value—webinars, events, and community engagement are gold mines for building connections. Think less about pushing leads through a funnel and more about creating an environment where prospects come to you.

6. Optimize your funnel with better tracking and integration

   It’s not enough to generate demand—you need to operationalize it within your tech stack. Customer journey mapping, integrated campaigns, and effective tracking are key. Make sure your tools are set up to track interactions, follow up appropriately, and close the loop between marketing and sales. Your goal should be “no lead left behind!”

7. Invest in paid media

   Use paid ads to target your ICP, drive demand, and capture interest without the spam. Well-crafted paid media campaigns can position your brand as a trusted authority, guiding prospects through their journey.

8. Host events and build a community

   Focus on events, webinars, and community-building efforts that bring your audience together. These settings allow you to showcase your expertise, foster relationships, and engage in meaningful ways. Plus, when people feel like they’re part of something bigger, they’re far more likely to trust you when it’s time to buy.

Evolve or get left behind

The marketing landscape is changing, and those clinging to outdated tactics that don’t center the audience (like cold emails) are going to be left behind. Your prospects deserve better than spam. They deserve marketing that’s relevant, engaging, and human. 

At Nine Lives Digital, we’re here to help you evolve past the noise, ditch the bullshit, and connect with your audience in ways that actually work.

Because if there’s one thing we know for sure: when you put people first, results follow.

Next: Continue to Part 2 to learn why cold emailing no longer works in 2024.