Key facts
- Short emails sent to the right person, about a problem that person has, still get read and answered.
- The ones that get ignored are long, generic or sent to the wrong role.
- The reader sees the shape of it in the preview and moves on.
- A short email that reads like one person wrote it to another person gets opened and finished.
Why do most cold emails get skipped?
They are about the sender. A long intro, a product pitch and a request for thirty minutes all in one email. The reader sees the shape of it in the preview and moves on.
What makes someone read one?
Their name, their company and a problem they recognize in the first line. A short email that reads like one person wrote it to another person gets opened and finished.
Is the list the bigger problem?
Often, yes. A great email sent to the wrong role goes nowhere. Pick people by title, company size and industry first, then write to that group.
How to send cold emails people read
- Pick the right people
Search the Buzzlist database with filters for title, industry, size and location.
- Write about them
Open with something true about their company or role.
- Keep it short
A few sentences and one easy question.
- Follow up
Send a short series of emails spaced a few business days apart.
When does Buzzlist fit, and when does it not?
It fits when
- You sell to businesses and want conversations with new people.
- You can describe who your best customers are.
It does not fit when
- You want to email thousands of people the same message tomorrow.
- You need people outside the United States. Buzzlist covers US people.
Questions people ask next
Do people read cold email on their phones?
Many do, which is one more reason to keep it short. A few lines fit on one screen.
Should I track opens to see who reads?
No. Open tracking adds a pixel that can hurt delivery, and the count is unreliable. Replies are the number that matters.
How many emails should I send to one person?
A short series works well. Buzz writes four emails per person, and Buzz Send spaces them a few business days apart.