If there were a perfect formula for cold outreach, this would be the shortest blog post ever.
The reality? Most cold emails and LinkedIn messages don’t get a response. Less than 1% of cold emails lead to meaningful engagement, and automated LinkedIn messages rarely fare much better. But that doesn’t mean cold outreach is a lost cause. It just means most people are doing it wrong. So what separates a message that’s ignored from one that starts a conversation? The best outreach doesn’t feel cold at all. It’s relevant, timely, and focused on the prospect’s challenges, not just your company’s offerings. That doesn’t mean your company’s value shouldn’t be in the message, but it should be positioned in a way that immediately resonates. Let’s see what that can look like.
Make it about them, not you
One of the biggest mistakes in cold outreach is leading with what your company does. If an email starts with a paragraph explaining who you are and what you offer, the reader has already checked out. The real question on their mind is: why does this matter to me? A more effective approach is to start with something relevant to them. That might be a specific challenge, a recent change in their industry, or even something they’ve shared on LinkedIn. People don’t ignore messages because they’re cold. They ignore them because they’re generic, irrelevant, or self-serving.
Instead of opening with a standard introduction about your company, it’s better to begin with something that immediately connects to their situation. If a business is expanding rapidly, the message should reference the challenges of scaling teams or processes. If they’ve just launched a new service, the conversation might start around how others in their space have maximised adoption. The goal is to show that the outreach is relevant from the first sentence.
For example, instead of this: “I’m reaching out because we help companies like yours improve efficiency with our AI-powered solution…” Consider something that immediately speaks to their pain points: “Hiring in sales seems to be a huge challenge right now. Are you finding it tough to onboard quickly?” Or: “Noticed your team just announced a new product—are you seeing the usual challenges with adoption and retention?” This shifts the focus from your company to something they actually care about. If they’re dealing with this issue, they’re more likely to engage in the conversation.
Provide value before asking for anything
Cold outreach works best when it offers something useful before asking for a meeting or a demo. This could be a relevant case study, an insight tied to their industry, or even a simple observation about a challenge they might be facing. Personalisation plays a key role here. Research shows that messages tailored to specific needs can increase response rates by over 50 percent. But personalisation isn’t just about adding a first name. It’s about making the message feel genuinely relevant. If a company is hiring aggressively, the message might highlight how others in their industry have streamlined onboarding. If they’re entering a new market, it could reference lessons from similar expansions.
This also applies to follow-ups, by the way. A generic “just following up” message rarely works. Instead, it’s more effective to add something new to the conversation. If the initial message mentioned a challenge, the follow-up could share a related case study or an article that provides a potential solution. This shifts the dynamic from chasing a response to offering something valuable. If a company is expanding rapidly, reference how others in their space have handled scaling pains. If they’ve announced a hiring push, share something about how companies reduce ramp time for new hires. A follow-up email might build on that: “Saw this article about how [similar company] tackled this challenge—thought it might be relevant to what you’re working on. Happy to share if useful.” Instead of feeling like an interruption, the message now feels like a helpful touchpoint.
Cold outreach & ABM
For companies focused on high-value deals, taking an Account-Based Marketing (ABM) approach to cold outreach can be far more effective than sending mass emails. ABM treats key accounts as individual markets, requiring more research and a more strategic approach. Rather than casting a wide net, this method focuses on a smaller group of highly relevant prospects. Messages are tailored not just to their industry but to their specific business situation. This could mean referencing a recent leadership change, an expansion into a new region, or a challenge they’ve publicly discussed. Cold outreach isn’t just about getting in front of as many people as possible. It’s about reaching the right people with something that actually matters to them. Taking the time to craft a well-researched message to a decision-maker is far more effective than sending the same pitch to a long list of contacts. Exampel? Rather than saying, “We work with companies in [broad industry] to improve [general issue],” an ABM-driven approach sounds more like: “Noticed [their company] is expanding into [specific market]. A few of our clients ran into [common challenge] during that process – curious if you’re seeing the same thing?”
Timing & persistence matter more than volume
Even the best cold outreach won’t work without the right timing and follow-up strategy. A single message is rarely enough. Studies show that most deals require multiple touchpoints, yet many sales teams give up after one or two attempts. The key is persistence without becoming intrusive. Timing also plays a role. Messages sent mid-week in the morning tend to see better open rates, while those sent late on a Friday often get lost. The format of the follow-up also matters. Rather than sending another email, switching to a LinkedIn message or even a short voicemail can make a difference.
Note that each interaction should feel like a natural continuation of the conversation rather than another attempt to push for a call. By introducing new insights or relevant examples in each message, it’s possible to build familiarity and increase the chances of a response over time. A simple shift in approach can make a big difference. Instead of: “Just following up to see if you saw my last message.” Try: “Came across a case study on how [similar company] tackled [specific challenge] – thought you might find it useful. Let me know if you’d like me to send it over.” This makes the follow-up feel like an extension of the conversation rather than another request for their time.
Measuring what works
Even the best-crafted outreach won’t deliver results without a way to track success. Relying on gut feeling or assumptions can lead to wasted effort, so it’s worth keeping an eye on a few key metrics, such as:
- Open rates help gauge whether subject lines and timing are effective. A low open rate suggests that the message isn’t getting attention.
- Reply rates reveal whether the content resonates enough to start a conversation. A well-targeted, personalised message should see a higher response rate than a generic one.
- Conversion rates show how many replies actually lead to the next step, whether that’s a meeting, a demo, or a follow-up discussion.
Tracking these numbers helps refine the approach over time. If open rates are strong but replies are low, the issue might be with the content of the message. If replies are positive but few conversations progress, the ask might be too aggressive or not clearly defined.
Smart tools that support outreach (without losing the human touch)
Technology plays a role in making cold outreach more efficient, but it needs to be used carefully. Over-automation is the fastest way to sound impersonal, and prospects can spot a mass email a mile away. That said, the right tools can help with research, timing, and follow-ups without sacrificing authenticity. Platforms like Marketing Cloud Account Engagement, Dynamics Customer Journeys and HubSpot Marketing Hub can assist with tracking engagement and identifying the best moments to send messages. LinkedIn Sales Navigator makes it easier to find the right contacts, while AI-driven tools like Lavender provide real-time feedback on email effectiveness. The goal isn’t to automate outreach entirely but to support a more strategic and thoughtful approach.
Beyond email and LinkedIn: Other channels to consider
Email and LinkedIn dominate cold outreach, but they’re not the only options. Depending on the prospect and the industry, other channels can sometimes be even more effective.
- Direct mail though on the decline, could (still) work for high-value ABM campaigns. A well-crafted, personalised letter or a small, thoughtful package can break through inbox fatigue and grab attention.
- Personalised video messages add a human element that text alone can’t match. A short, informal video introducing yourself and referencing something specific about their business can be more engaging than another written email.
- WhatsApp or SMS might seem intrusive, but in certain industries (particularly where quick responses are the norm) these can be effective follow-up tools when used appropriately.
The “right” channel depends on your audience. The key is to consider where they are most likely to engage and make the outreach feel natural rather than forced.
Cold outreach that gets a response
The best cold outreach doesn’t feel like a sales pitch. It feels relevant, timely, and useful. Instead of focusing on what your company is selling, it starts with what the prospect actually needs. By applying principles from ABM, personalisation, and value-driven engagement, it’s possible to turn cold outreach into real conversations that lead to business growth. So while the perfect cold outreach may not exist, the next best thing is well within reach.
Looking to improve outreach and engagement with the right prospects? Sirocco helps businesses build scalable, strategic approaches that go beyond cold emails. Get in touch to see how we can support your growth.
