Cold emailing is a common sales tactic that involves sending emails to potential customers of whom you have no previous relationship. It’s the email equivalent of ‘cold calling’.

When carried out correctly, cold emailing campaigns can be an effective way of generating leads. It’s a great way of getting lots of information out to a potential customer – more so than you may be able to over the phone. In fact, many companies have started away from cold calling altogether in favor of cold emailing, as it tends to be less intrusive.

That said, if carried out incorrectly, cold emailing can be just as annoying for recipients as cold calling. Continuous impersonal emails may be marked as spam by a recipient and may even find yourself being penalized for such behavior.

Taking the time to research recipients can allow you to create more personalized emails. These types of cold emails tend to be ‘warmer’ in tone and maybe less likely to be marked as spam. You may not be able to send out as many emails, but you could find yourself getting more responses (cold emailing success is very much a case of quality versus quantity).

On top of personalizing your emails in order to not be marked as spam, it’s important to not let spam filters automatically filter you out. Often the spam filter can be one of the biggest obstacles – by using the right tactics, you can avoid your cold emails ending up directly in recipients’ junk folders.

Below is an infographic that offers a few cold emailing tips to help your emails get through.