Sending a cold sales email to bunch of prospective customers can take forever if you do it manually. Nowadays, you can automate everything. Hell, my toaster is automated. So, why not cold emails? We’re going to show you how to automate you emails so you’ll be able to spend more time closing deals and less time typing out identical emails over and over again.


Manual sales emails are dead

The era of manually sending sales emails to a list of prospects is over (thank god).
With automation, it’s now possible to send personalized emails (using dynamic first name, dynamic personalization sentence, company name, etc. tags) to hundreds of prospects in one fell swoop. What’s even better is that you can totally automate the ever important follow-up emails that are key for closing deals. It’s no longer guess work either. You’re now able to know who has opened and clicked a link in your email.

Why does it matter? Well, you can use these metrics to continuously improve your emails’ subject lines and content so you can get more opens, more leads, and more sales 🎉

Deliverability and why it matters

When you’re doing sales prospecting with cold emails, it’s super important to make sure your emails make it to your prospects’ inboxes. Deliverability is related to how many of your emails actually make it to their destination. Given that each prospect has the potential to become a customer, it’s safe to say that deliverability is pretty important. However, there’s a problem. Many sales automation tools actually decrease your messages’ deliverability. Why? Good question

In our blog post about email deliverability, we mentioned that deliverability is linked to the way that you send your emails. To be more specific, it’s linked to how many people you send an email to at once. For example, if you decide to send an email to 100 people all at once, it might be flagged as spam.
The result? You email’s deliverability will decrease (and hence your reply rate and sales as well).
However, if you look at most cold sales email tools (also called mass mail or drip campaigns), you’ll notice that when you send an email to a list of prospects, the emails are sent all at once (which will reduce deliverability).

When looking for sales automation tools, you should make sure that the tool you’re considering lets you send emails one after another instead of all at the same time. From the tools we’ve tested, only these three offer this feature right now:

How to optimize your deliverability

To take deliverability optimization one step further, we’ve done some testing. This is what we’ve learned:

  • Don’t put too many links in your first email to a prospect. Email providers don’t seem to like that.

  • Adding pixels to your first email can sometimes decrease deliverability. What’s a pixel? A pixels is either an image or something used to track if the person opens the email.

  • Once your first email has been delivered (and didn’t end up in the spam folder), you can add images or links not have to worry about any deliverability issues.

Deliverability versus A/B testing

When doing cold emailing, it is important to A/B test different parameters in order to always optimize the results of your campaigns. To do so, it is essential to track openings, clicks and replies.
Above, we discuss the fact that tracking pixels could have a negative impact on the deliverability… I know what you’re saying, “if we can’t track open rates because it will decrease deliverability, how can we A/B test different subject lines?”

Don’t worry. We’ve developed a simple solution 😊

Option 1:
Okay, this may not seem to make sense given what we just told but just trust us. The first thing you should do is track open rates for different subject lines. We know. We literally just told you that will hurt your emails’ deliverability. Still, you need to know what’s working well for you.
So, this is our recommendation: Choose about 400 to 500 prospects and create eight to ten campaigns, each with a unique subject line. Send them and track the results. If there’s the clear winner, voilà! If it’s close, test the top two on another 200 prospects.

What’s the point? Well, now you’ll know your top subject line. You’ll be able to use it for all your future emails (knowing it’s going to get you the best open rates) while turning off email tracking to increase your campaign’s deliverability. That way you’ll get the most opens, most replies, and most leads from your future campaigns.

Option 2:
One of the reason why we decided to create lemlist is because we realized that most tools were not optimizing deliverability and hence we were forced to use the option 1.
When developing lemlist, we’ve sent tens of thousands of emails to optimize the sending of emails and built a propietary solution that allows to ensure the best deliverability without having to go through option 1.
With lemlist, since we optimize all the sending parameters, we do not need to stop tracking openings because we’ve reduced the impact of the tracking pixel on the deliverability close to zero.


Of course, tracking open rates and clicks is important. It’s a really good way to improve your cold sales emails.
However, just keep in mind that the number of deals you close is what really matters.
For example, let’s say that you’re testing subject lines and you have one that works really well (High opening rate) but has a low reply rate. That could mean your subject line is misleading or your email content isn’t convincing. Either way, it’ll impact your prospects’ interest

The final takeaway

Remember, positive replies are far more important than the open rate. You want to build relationships with your prospects and cold emails when done right is an amazing way to do it at scale.

I hope you enjoyed this article. If you want to learn how to create the best email sequences, stay tuned 😎