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Why you should never abuse cold email
AI generated art depicting cold emails

Every B2B startup has to do some outbound sales early on, and that means a lot of cold emails. If you don't know the best practices for cold emails, and you send them haphazardly, you're not just not getting replies from your customers, you're hurting your entire business.

Abusing cold email can have significant negative consequences, particularly for B2B startups.

Impact on Business Operations: Misusing cold email can do more than just result in a lack of responses from potential customers. It can seriously harm the entire business​​.

Google's Email Regulations: From February 2024, Google will enforce stringent regulations on cold emailing. If over 0.3% of emails from a batch of more than 5,000 are marked as spam, the sender's domain could be permanently suspended. This rule will also apply to smaller batches sent indiscriminately​​.

Decline in Domain Reputation and Deliverability: Improper use of cold email can lead to even non-cold emails being classified as spam, making it difficult for clients to receive any emails. Recovering from this damage to domain reputation and email deliverability can take a significant amount of time, sometimes requiring a complete change of the company's main domain​​.

Google and Yahoo's Sanctions: Both Google and Yahoo will ban domains that send more than 5,000 emails per day if the spam rate exceeds 0.3%. This applies to all emails sent from the domain, including standard business, marketing, sales, and transactional emails​​.

Reasons for Spam Classification: Cold emails are often classified as spam for reasons such as using marketing solutions for mass emailing, including HTML/CSS codes, attaching files or images, including too many links, and using spam-triggering words like "free," "benefit," "promotion," or "discount." Additionally, sending a high volume of emails in a day, especially through automated AI systems, increases the risk of being marked as spam​​.

Best Practices for Cold Email: To avoid these risks, it is recommended to warm up the email, use plain text emails, choose sales email solutions over marketing ones, send emails only to the ideal customer profile (ICP), avoid adding styled signatures, limit attachments and links, include unsubscribe links in automated emails, and ensure technical setup like DMARC, DKIM, SPF, and ARC. Additionally, using a separate Google Workspace and outbound domain, limiting the number of emails sent from one inbox per day, and personalizing emails are advisable​​.

Abusing cold email not only reduces its effectiveness but can also have long-term detrimental effects on a business's email communication capabilities and overall reputation.

Despite these efforts, abusive cold emails may still find their way into your inbox. Empty offers a solution: noise-canceling filters specifically for your email. With Empty, you can opt out of abusive cold emails using a personalized AI filter, helping to ensure a cleaner, more relevant inbox experience.

Create your custom AI filter for email.