1. Check the emails are arriving
Before rewriting anything, make sure you're in the inbox. See why emails land in spam.
2. Tighten targeting
"All restaurants in Chicago" is a list. "Independent Italian restaurants in Chicago with no online ordering" is a target. The narrower the segment, the more relevant your email.
3. Use buying signals
Low reviews, no website, active ads, a recent launch, fast growth: signals tell you who has the problem you solve right now. Filter for them before exporting.
4. Write to a person
Owner names turn "info@" emails into personal ones. Use them when you have them.
5. Lead with them, not you
Start with an observation about their business. Your company introduction can wait — or be skipped.
6. Make a smaller ask
"Want me to send it?" beats "Can we book a call?". Get the first yes, then move to a meeting.
7. Offer something useful upfront
A mock-up, mini-audit or idea list makes replying feel worthwhile.
8. Shorten everything
Cut every sentence that doesn't help the reader decide. Aim for under 100 words.
9. Follow up with new value
Two or three follow-ups, each with something new. See follow-ups.
10. Measure by segment
Track reply rates per niche, city and signal. Double down on the segments that work and drop the rest.
What a "good" rate looks like
It varies by audience, offer and channel, so compare against your own past campaigns rather than headlines. If a segment gets almost no replies after a few hundred well-delivered emails, change the targeting or the offer, not just the subject line.