Start with the right list
A smaller list of well-matched contacts beats a large generic one. Define your ideal customer profile and buying committee, then verify every address before sending. See building a list from your ICP.
Personalise by segment, not just by name
Inserting a first name is not personalisation. Group contacts by industry, role and technology, and write a version of your message for each segment that speaks to their specific problems.
Keep messages short and useful
- One clear reason you are writing.
- One relevant proof point.
- One simple ask, such as a short call or a resource.
Protect deliverability
- Authenticate your domain with SPF, DKIM and DMARC.
- Warm up new mailboxes and increase volume gradually.
- Remove bounces immediately and verify lists before every campaign.
More detail in why B2B emails bounce.
Plan a sensible cadence
Three to five touches over two to three weeks is common, each adding something new rather than repeating the first email. Stop when someone asks you to.
Stay compliant
Identify yourself clearly, include a physical address and an easy opt-out, and follow the rules for each country. Our compliance guide explains GDPR, CCPA, CASL and CAN-SPAM.
Frequently asked questions
How many follow-ups should I send?
Many teams use three to five touches over two to three weeks. Each follow-up should add new value.
What is a good reply rate?
It varies widely by market and offer. Track replies and meetings per segment and improve the weakest segments first.