Cold emailing works - if you do it right.
In 2025, the success of a cold email campaign doesn’t depend on the number of emails sent, but on many variables, such as deliverability to the inbox, the relevance of the subject line, personalization, and a well-structured message.
In this guide, we won’t explain what cold emailing is - we already covered that in this post.
Instead, we’ll focus on how to do it well, step-by-step: from building your contact base, writing emails, to automations and follow-ups.
In this article, you'll learn:
- How to build a quality cold email list — and where to find good leads?
- What tools can help you scrape data and automate the process?
- Why warming up your domain is crucial — and how to do it right?
- How to write cold emails that sound human, not spammy?
- How to plan an effective follow-up sequence that actually gets responses?
- What tools are worth using for cold email automation in 2025?
- How to avoid landing in spam and protect your reputation?
Step 1: Start With a Quality Email List
Cold emailing doesn’t work without carefully selected contacts. It’s not a numbers game - it’s a quality game.
If you don’t have a clear Ideal Customer Profile (ICP) yet and don't know where to find good leads, first check out our guide: Prospecting – How to Effectively Acquire Clients?
What Makes a Good Contact List?
- It contains information about the companies you want to reach.
- It includes decision-makers' names.
- It’s tailored to your niche, business model, and value proposition.
- Ideally, it’s based on buying signals, like: new hiring, fresh funding, management changes, new product launches, expansion, or participation in industry events.
Workshop: Where to Start?
Before collecting emails, answer these questions:
- Who is my ideal customer?
- What problems and challenges are they facing?
- When is my solution particularly useful to them?
- Who in the company can say "yes"?
- What events or triggers should interest me?
Who to Exclude?
- Companies outside your defined niche.
- Very small businesses (if you sell enterprise-level B2B products).
- Generic email addresses (like contact@, info@), unless no other option exists.
- Random, unresearched leads — they waste time and hurt your domain reputation.
How to Build Your Contact Base
We have a separate guide on How to Find a Potential Client's Email?
We also created a Comparison of the Best Email Search Tools in 2025.
If you need a quick answer, for company databases we mainly use:
- Clay.com
- Apollo.io
- LinkedIn Sales Navigator
- National company registries (e.g., KRS, CEIDG, or equivalents)
To find decision-makers, we mostly use:
- LinkedIn profiles
- Company websites
- Clay.com (for decision-maker qualification)
- AI agents scraping websites automatically
- Search engine data aggregators (e.g., Google)
Data Scraping: How to Automate Lead Building
Instead of manually copying data from LinkedIn or company directories, you can automate parts of the process.
Scraping Tools:
- Instant Data Scraper (Chrome plugin) — scrape lists from any page with one click.
- Dataminer — more advanced, allowing custom "recipes" for structured scraping.
- Clay — advanced tool for data enrichment, multi-source list building, and website scraping.
Step 2: How to Prepare Cold Email Infrastructure
Deliverability depends heavily on your email infrastructure.
Your goal is to land in the Inbox, not Spam — and the right setup ensures that.
Domain
Always use a separate domain for cold mailing.
For example:
- Main domain: xyz.com
- Cold mailing domain: xyz.net, .co, .org, etc.
Cold email campaigns can harm your main domain’s reputation if mishandled. Separate domains protect your brand.
DNS Records: SPF, DKIM, DMARC
When you buy a new domain:
- SPF Record: Authorizes specific IPs to send emails on behalf of your domain.
- DKIM Record: Provides an encrypted "signature" for verifying message authenticity.
- DMARC Record: Defines actions if SPF or DKIM verification fails (block, quarantine, report).
Learn more here.
How Many Mailboxes Do You Need?
It depends on how many prospects you plan to email.
Golden rule: No more than 50 emails/day per inbox.
Alias ≠ separate inbox.
Rough math:
- 1 inbox = 300 people contacted monthly (sending 3-4 emails per prospect).
How Many Domains Do You Need?
Recommendation:
Max 4 mailboxes per domain.
Plan accordingly based on your scaling needs.
Step 3: Warm Up Your Domain Before Sending
Warming up is essential.
Start sending immediately from a new domain → you’ll likely hit spam.
Plan at least 2–4 weeks for proper warm-up.
What is domain warm-up? Gradual sending of natural emails (to real contacts) to build positive reputation with spam filters.
Tools for Automated Warm-Up:
Cold email tools with warm-up modules:
Important:
Always use a dedicated domain for cold outreach, not your main brand domain.
Step 4: Write a Cold Email That Doesn’t Sound Like Spam
Forget templates.
Focus on the recipient, their problems, and the value you offer.
✅ A Good Cold Email Should Have:
- Strong hook based on a buying signal:
- “I noticed your team is expanding…”
- “I saw you launched a new product…”
- Immediate value proposition:
- "We helped {{similar company}} reduce customer acquisition costs by 12.5%..."
- Conciseness:
- 60–100 words, 3–5 lines maximum.
- Clear CTA:
- "Would you be open to a quick chat this week?"
❌ Avoid:
- Generic introductions: "Our company has 30 years of experience..."
- Hard-selling in the first email.
- Sending attachments or direct offers (this can be illegal in some regions).
Step 5: Prepare an Effective Follow-Up Sequence
Most replies come after the second or third follow-up, not the first email.
Example Follow-Up Sequence:
- Cold email with value proposition.
- First follow-up: expand on first email, add extra info.
- Second follow-up: offer additional benefit, case study, or insight.
- Final follow-up: casual, ask if the topic is still relevant.
Each follow-up must add new value — don't just copy-paste the same message.
Follow-Up Timing:
- 2–3 days after the first email.
- Then every 4–5 days.
- No more than 4 follow-ups total.
TIP:
Start small (e.g., 100 prospects), A/B test, then scale to larger batches.
Step 6: Smart Automation and Sequencing
Once you have your list and email drafts, set up your sequences.
Automation is essential for scaling cold emailing without hurting deliverability.
Automate:
- Sequence and timing of follow-ups
- Personalization with dynamic variables (name, company, trigger)
- A/B testing different email versions
- Sending schedules (e.g., workdays only, mornings)
Important:
Activate automatic pause when a prospect replies!
Otherwise, you risk sending awkward follow-ups after getting a real reply.
Best Cold Email Automation Tools:
Conclusion
Cold emailing in 2025 requires more than just a template.
If you want real results:
- Start with a quality list and solid ICP.
- Warm up your domain before sending anything.
- Write like a human, keep it concise.
- Automate and scale only when proven templates work.
You now know how to run cold emailing the right way — time to start!
Looking for ways to find potential customer emails? → Check out our guide: How to Find a Potential Client’s Email? 8 Effective Methods
Wondering which email finder tools to use in 2025? → See our full comparison here.
