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The Cold Email Strategies You Need to Implement in 2024

The Cold Email Strategies You Need to Implement in 2024

Cold email strategies are evolving as we enter 2024, with the landscape of cold email marketing undergoing significant changes due to Google’s recent policy updates. These changes have left many businesses and marketers concerned about the future of their cold email strategies. However, with the right approach and tools, such as implementing effective cold email strategies, you can continue to book hundreds of sales calls every single month and grow your business. In this article, we’ll explore the key changes in Google’s cold email policy, how to adapt your strategies, and the tools you can use to ensure your cold email strategies remain successful in 2024 and beyond.

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Google’s Cold Email Policy Changes

Google has recently announced several updates to its cold email policy, aimed at reducing spam, improving email security, and making it easier for recipients to unsubscribe from commercial emails. Some of the key changes include:

  1. Enforcing a clear spam rate threshold for bulk email senders (those who send over 5,000 messages to Gmail accounts every day) effective February 2024.
  2. Requiring bulk email senders to provide Gmail recipients with the ability to unsubscribe from commercial emails with a single click, and processing unsubscribe requests within 2 days.
  3. Mandating that bulk email senders strongly authenticate their emails by following Google’s best practices.

These changes have caused concern among many businesses and marketers who rely on cold email strategies to generate leads and sales. However, there’s no need to worry. By adapting your approach and using the right tools, you can continue to succeed in 2024 despite these changes.

Targeting the Right Audience

One of the most important aspects of successful cold email strategies is targeting the right audience. Instead of sending mass emails to a bunch of unqualified people, hoping for responses, you need to ensure that you have the best data available. This is where a lead scraping tool like Instantly Lead Finder comes in handy.

Instantly Lead Finder allows you to search for leads by job titles, location, industry, employees, keyword filters, domains, job listings, technologies, news, department, management level, and company name. With millions of people to choose from, you can be confident that you’re reaching out to B2B email addresses rather than personal Gmail accounts.

For example, if you wanted to reach C-level executives in the law practice industry in the United States, Instantly Lead Finder can provide you with a list of 222,000 contacts. The tool also provides additional information such as phone numbers, location, employees, industry, keywords, and company news, allowing you to personalize your cold email strategies effectively.

Avoiding Spam and Establishing Trust

Another crucial aspect of successful cold email strategies is avoiding spam and establishing trust with your domain. A common mistake many cold emailers make is using their personal emails or buying an email, linking it up, and sending a bunch of emails, expecting success. This approach often leads to losing trust with the domain, losing credibility, and having all your emails end up in spam.

To avoid this, you need to buy multiple domains, link three emails per domain, and use Instantly’s warm-up tool. The warm-up tool gradually sends emails back and forth to the fresh email to establish that it is a trustworthy sender. After about two weeks, you’ll be ready to start your cold email campaigns.

Here’s a step-by-step process to set up your domains and emails:

  1. Buy 10 domains from GoDaddy with variations of your company name (e.g.,,,
  2. Set up Google Workspace for each domain, creating three emails per domain.
  3. Connect your emails to Instantly by going to the email accounts section, clicking on “Add New,” and selecting “Gmail G Suite.”
  4. Follow the steps to set up forwarding, POP, and IMAP settings, and connect your emails with an authorization token.
  5. Enable the warm-up feature for each email account, allowing Instantly to slowly send emails back and forth, establishing trust.

By following this process, you’ll have a solid foundation for your cold email strategies, ensuring that your emails land in the inbox and not in the spam folder.

Using Multiple Sending Pools

To further enhance your cold email strategies and minimize the risk of accounts getting banned, it’s essential to use multiple sending pools. Relying on a single account for all your cold emails can be detrimental if that account ends up in spam or stops working, causing you to miss out on revenue, leads, and growth opportunities.

When setting up your campaigns in Instantly, ensure that you have enough email accounts in your rotation to prevent putting all your eggs in one basket. This approach ensures that if one account faces issues, your other accounts can continue sending emails without interruption.

Crafting Effective Cold Email Campaigns

Now that you have your domains, emails, and sending pools set up, it’s time to focus on crafting effective cold email campaigns. A well-structured cold email campaign should include the following elements:

  1. Personalization: Use the recipient’s name and include a personalized line or compliment based on the information gathered from Instantly Lead Finder.
  2. Pain Points: Identify and address the pain points specific to the recipient’s industry or business.
  3. Implication: Highlight how the pain points affect their business, making the issue more relatable and pressing.
  4. Offer: Present your unique solution or offer, emphasizing the benefits and results they can expect.
  5. Guarantee: Provide a guarantee or risk reversal to build trust and encourage the recipient to take action.
  6. Value: Lead with value by offering a helpful resource or guide, rather than immediately pushing for a sales call.

When creating your email sequences, aim for at least three to four follow-up emails. Each email should build upon the previous one, providing additional value and gradually becoming more assertive in your request for a meeting or call.

Example Cold Email Sequence

Here’s an example of a cold email sequence for a plumbing company:

Email 1:
Subject: [Name], noticed your excellent work in the plumbing industry

Hi [Name],

Looks like you’re doing some excellent work in the plumbing industry! Definitely made me eager to reach out.

I noticed a lot of plumbing companies deal with seasonality issues and struggle to consistently get an influx of homeowners needing your service or new heating and AC equipment. This makes cash flow unpredictable and probably stresses you out.

We created what’s called a “Pipeline Social System” that helps plumbing companies get up to five new equipment deals per week, or they don’t pay. Would you be interested in a guide on how this system works?

[Your Name]

Email 2:
Subject: [Name], following up on helping you get an extra 5 deals per week

Hey [Name],

I wanted to follow up on my previous email about helping you get an extra five deals per week through our Pipeline Social System. Curious if I could send over that guide I mentioned?

Let me know!

[Your Name]

Email 3:
Subject: [Name], are you interested in getting more leads?

Hey [Name],

Just wanted to check in one last time. Are you interested in getting more leads and consistent deals for your plumbing business?

If you’re interested, I’d be happy to send over the guide on our Pipeline Social System. If not, no worries at all! Just let me know if you’re retired or not looking to grow your business at this time.

[Your Name]

By following this structure and incorporating the key elements mentioned earlier, you’ll be well on your way to creating effective cold email strategies that generate leads and sales for your business.


Despite the recent changes in Google’s cold email policy, businesses and marketers can still thrive in 2024 and beyond by adapting their cold email strategies and using the right tools. By targeting the right audience, avoiding spam, establishing trust, using multiple sending pools, and crafting effective email campaigns, you can continue to book hundreds of sales calls and grow your business.

Instantly offers an all-in-one cold email tool that constantly upgrades and adapts to the latest changes in cold email marketing, ensuring that you stay ahead of the curve. By leveraging Instantly’s features, such as lead finding, email warm-up, and campaign management, you’ll be well-equipped to succeed in the ever-evolving landscape of cold email marketing.


What is cold email strategy?

Cold email strategy refers to the approach and techniques used to reach out to potential customers or clients via email, without prior contact or relationship. The goal of a cold email strategy is to generate leads, build relationships, and ultimately convert recipients into customers. An effective cold email strategy involves targeting the right audience, crafting compelling email content, and using tools and best practices to maximize deliverability and response rates.

What are the best practices for cold emailing?

Some of the best practices for cold emailing include:

  1. Personalize your emails by using the recipient’s name and tailoring the content to their industry or business.
  2. Keep your subject lines short, compelling, and relevant to the recipient.
  3. Provide value in your emails by offering helpful resources, insights, or solutions to the recipient’s pain points.
  4. Use a clear and concise call-to-action (CTA) to guide the recipient towards the desired action, such as scheduling a call or downloading a resource.
  5. Optimize your email deliverability by using reputable email domains, gradually warming up your email accounts, and maintaining a good sender reputation.
  6. Test and refine your email campaigns regularly to improve performance and adapt to changes in the cold email landscape.

How do you grab attention in a cold email?

To grab attention in a cold email, consider the following techniques:

  1. Use a personalized and intriguing subject line that piques the recipient’s curiosity or addresses a specific pain point.
  2. Open your email with a compelling hook or question that engages the reader and encourages them to continue reading.
  3. Demonstrate your research and understanding of the recipient’s business or industry by mentioning specific challenges or opportunities relevant to them.
  4. Use storytelling or social proof to make your message more relatable and persuasive.
  5. Highlight the unique value proposition of your product or service and how it can benefit the recipient.
  6. Employ a conversational and friendly tone to build rapport and make the recipient more receptive to your message.

What are the stages of cold email?

The stages of a cold email campaign typically include:

  1. Research and Targeting: Identify your ideal customer profile and build a targeted list of prospects using lead generation tools and techniques.
  2. Email Crafting: Create compelling email content that resonates with your target audience, addressing their pain points and offering value.
  3. Deliverability Optimization: Set up your email infrastructure, warm up your email accounts, and follow best practices to ensure your emails reach the recipients’ inboxes.
  4. Sending and Monitoring: Launch your cold email campaign, monitor key metrics such as open rates, click-through rates, and response rates, and identify areas for improvement.
  5. Follow-up and Nurturing: Engage with recipients who respond positively to your initial email, provide additional value, and guide them through the sales funnel towards conversion.
  6. Analysis and Optimization: Continuously analyze the performance of your cold email campaigns, identify what works and what doesn’t, and refine your approach based on data-driven insights.

By understanding and implementing these stages, you can create a structured and effective cold email strategy that generates leads, builds relationships, and drives business growth.

We strongly recommend that you check out our guide on how to take advantage of AI in today’s passive income economy.