How to write sales emails to cold leads that make it through the spam filter

By Ella Wilson

how to write sales emails that avoid the spam filter
Spam, though tasty, is no good when you’re writing sales emails. Avoiding the spam filter should be your top priority.

Every business’ best source of qualified leads is referrals. Let’s just start with that. Buying lists and cold-calling leads is a HARD way to get new clients. That being said, sometimes you gotta do what you gotta do. If you’re going to send emails to people who haven’t expressed interest in your company before, we’re here to help you make the most of your efforts and not get blocked by the dreaded spam filter.

When writing sales emails – The subject line matters more than anything else

The two hardest parts of getting your unsolicited emails to work are:

  1. Making it past the spam filter
  2. Getting people to open them

Both of these boil down to the subject line.

The words you use and don’t use in your subject line will improve your chances of making it past your recipients’ spam filter. And your words also make a huge impact on whether or not your readers open your emails.

Getting past the dreaded spam filter

The biggest thing you can do to improve your chances of making it past your recipients’ spam filter is nixing spam trigger words in your subject lines.

When your subject line contains one of these terms, the spam filter will flag your email and deposit it into the spam folder. This is only a partial list. There are many, many more.

  • Clearance
  • Order
  • Dig up dirt on friends
  • Earn per week
  • While you sleep
  • Work at home
  • Extra income
  • Online degree
  • $$$
  • Lowest price
  • Why pay more
  • Credit card offers
  • No credit check

Put your very best offer in the subject line

Whoever you’re sending this email to has probably never heard of you, and they aren’t going to open your email unless you give them a really good reason to – aka: something they want.

For example, I recently wrote some blast emails for a company that sells medical supplies. They had a cold list of potential prospects that they had never been in contact with before.

They initially asked me to make the subject lines of the emails about the benefits of their product. But I told them no, because how does this look in a subject line?

  • Generate extra revenue for your practice with our system
  • Our system helps you provide better patient care
  • Retire early when you implement our system!

It all even smells like spam, right? From a company you already know and trust, subject lines like that might hold water. But from someone you’ve never heard of before, it sounds like spam.

So I suggested that they go with the most reputable, non-sales sounding offer they had instead – a free report. Now the subject line reads more like: 2015 CDC Revisions Quick-Guide Summary – Free Download.

What that subject line says is “In this email is something you want.” What it doesn’t say is “I’m trying to sell you something.”

It clearly conveys the message that the email contains relevant information from a reputable source (hence the CDC part). The group of doctors it is being sent to also has a vested interest in keeping up with CDC revisions. So, for what we had to work with, this is definitely the strongest subject line.

Reward them for opening by giving them what you promised

Another roadblock we ran into was the order of the content in the email. The client wanted the email to lead with information about their product, but I told them that’s a bad idea. Here’s why:

The lead initially reads the subject line, decides if they’re interested, and then opens the email. If we hit them with anything other than what they were expecting right out of the gate, we’ve lost them. They’ll trash all our hard work in less than a second.

Instead, I put the content they were expecting (the link to download the free report) right at the top of the email. Below that, I put a couple paragraphs about the medical supplies and how they tie into the new revisions from the CDC.

Make your landing page count  

Another way we’re going to slowly warm up the leads is by using a landing page. Once leads click on the email, they have to go to a landing page to download the report. Because we’re offering a two-part message (the report is one, selling the product is another), we’re using a landing page to give leads two chances to absorb our message about the medical supplies.

On the landing page, there will be the link to download the report, but this is where we’re really going to hit them with all the great info about the supplies. If they want to download the report and leave, they can. But if they’ve interested in the medical supplies, there will be a button to get more info and a phone number to call, as well.

Infusionsoft works its magic

After we send the emails out, we’ll be able to track who opens the emails and who doesn’t. We’ll then import the list of “openers,” better known as “warm leads,” into Infusionsoft. We’ll keep marketing to them and tracking their activity. When they’re finally ready to buy, we’ll be there to catch them!

Need better sales emails?

We’ve got you covered. Call GetUWired today at 877-236-9094 or visit us online at today.



About Ella Wilson

Ella WilsonElla Wilson is GetUWired’s “Queen of Words.” This world-class marketing copywriter is a former journalist and travel writer who’s spent the last decade weaving gripping tales for publications coast to coast. She’s got her finger on the pulse of today’s marketing trends. Notable clients who have been graced with her powerful prose include FUBU founder and Shark Tank star Daymond John, self-help star and Emmy-award winner Rhonda Britten, and New York Times bestselling author Dr. Daniel Amen.

Leave a Reply

Your email address will not be published. Required fields are marked *