The New Way of Cold Email Marketing in 2024 (Complete Guide to Book Sales Calls at Scale)

Cold email may seem old school, but it remains one of the most effective ways to reach prospects and book sales meetings.

Recent changes to Google's cold email policies had many marketers concerned that cold email was dying. However, with the right strategies and tools, cold email remains an effective way to book sales calls and grow your business in 2024 and beyond.

In this complete guide, we'll cover everything you need to know to crush cold email marketing in 2024 and beyond.


Google's Policy Changes Only Target Spammers

Let's start by addressing the elephant in the room - Google's new policies around sending bulk cold emails.

In February 2024, Google will begin enforcing stricter policies for "bulk email senders" who send over 5,000 emails per day to Gmail accounts.

This includes:

  • Requiring easy one or two-click unsubscribes
  • Enforcing lower spam complaint thresholds 
  • Mandating stronger email authentication

These policies aim to reduce spam and improve the Gmail experience. However, the requirements only apply to mass blasts targeting personal Gmail accounts.

As long as you are focused on sending relevant, personalized emails to quality business prospects, typically with .com or .net domains, you can continue cold emailing safely.

The key is targeting the right contacts with value, not blasting the masses hoping for a reply. We'll cover how to do that next.


Step 1 - Find Accurate Contact Data

The foundation of effective cold emailing is having accurate prospect contact information. Too often, marketers guess email addresses and spray out mass emails hoping to land a few hits. This outdated approach typically backfires.

Instead, leverage data scraping tools like Instantly's Lead Finder to uncover granular contact details for your ideal customers. You can search by parameters like:

  • Job titles
  • Company name
  • Location
  • Company size
  • Technologies used
  • Keywords

Lead scraping provides complete, verified data like full name, position, direct dial phone numbers, and email addresses. This allows for highly targeted, personalized outreach.


Benefits of Lead Scraping

Compared to guessing emails, data scraping provides three core benefits:

1. Avoids personal Gmail accounts - Lead scraping uncovers corporate email addresses, not personal ones where Google's policies apply.

2. Higher deliverability - Scraper tools verify email validity upfront, preventing spam traps and bounces.

3. Richer prospect data - Details like job title and tech stack allow personalized messaging that resonates.

The bottom line, quality data ensures your cold emails reach the right inboxes and connect with recipients.


Step 2 - Warm Up Your Sending Domains

Another common mistake is blasting emails from a brand-new domain. When the inevitable spam complaints roll in, the domain gets blacklisted and all sending grinds to a halt.

A better approach is to slowly warm up multiple domains before going full-blast with cold outreach. Here is a simple process:

1. Purchase at least 10 domains - Go with .com domains related to your brand name using a domain registrar like GoDaddy.

2. Link 3 emails to each domain - For example,,,

3. Use a warmup tool - Services like Instantly automatically send test emails between accounts to build trust before cold emailing.

4. Warm up for 1-2 weeks - Slowly prepare domains by sending progressively more emails day by day.

With 10 warmed-up domains and 3 emails per domain, you can send ~15,000 cold emails daily with minimal issues. Warmup is essential to avoid domain blacklisting.


Step 3 - Send Cold Emails via Round Robin

Once your domains are warmed up, you're ready to start cold email sequences. But don't send everything from one account.

Instead, use a "round robin" approach and randomly rotate between your warmed-up email accounts.

If one account gets flagged or disabled, the rest keep running to preserve deliverability. Spreading emails across multiple accounts improves longevity and avoids dependence on any single sending domain.


Step 4 - Craft Personalized, Value-Driven Sequences

Now that your sending infrastructure is primed for deliverability, let's discuss creating compelling cold email campaigns.

The keys are providing value, personalization, and helpfulness, not salesiness. Avoid spam trigger words and focus on serving the prospect.

Here are some best practices for high-converting cold email sequences:

1. Personalize the Subject Line

Address prospects directly and reference their company to show the email isn't a generic blast. For example:

Hi [First Name] at [Company], quick question...

2. Demonstrate Relevance in the Opening

Build rapport quickly by demonstrating familiarity with the prospect's pain points or industry.

As a fellow marketing agency owner, I understand how difficult it is to...

3. Provide Value Early

Pique interest by offering something free that solves a real problem, like a guide, template, or case study.

I wanted to pass along our free proposal template that's helped agencies close more business...

4. Follow Up Relentlessly

It often takes 6-12 touches to elicit a response. Nurture leads with helpful tips and offers throughout a multi-touch sequence.

5. Use Clear Calls-to-Action

Tell recipients exactly what to do, whether it's downloading a resource, scheduling a call, or connecting on LinkedIn.

Sequencing multiple emails allows trust and familiarity to grow until recipients are ready to engage.


Step 5 - Automate with All-In-One Software

Executing sophisticated cold email campaigns requires juggling multiple moving parts - contact data, domain warmup, sequencing, analytics, and more.

Rather than cobbling together disparate tools, leverage all-in-one software like Instantly to automate and streamline the process. 

With Instantly, you can:

  • Scrape verified contact data
  • Warm up unlimited sending domains
  • Construct personalized sequences
  • Send from multiple warmed IP addresses 
  • Track opens, clicks, and replies
  • Schedule meetings automatically

Purpose-built cold email platforms handle the heavy lifting so you can focus on strategy and messaging.


Cold Email Do's and Don'ts

Now that we've covered the fundamentals, let's run through some quick cold email tips and pitfalls to avoid.


Do personalize each email with the prospect's name, company, and other details.

Do demonstrate familiarity with the prospect's pain points and industry.

Do provide value early and often through content and offers.

Do be helpful and human in your tone, not overly salesy.

Do follow up multiple times - it takes an average of 6-12 touches to connect.

Do carefully split test different subject lines, sender names, and messages.

Do monitor open and click rates to improve response rates continuously.


Don't purchase or guess contact data - always scrape verified email lists.

Don't blast from brand new domains - take time to properly warm up IPs.

Don't send blasts from just one or two accounts - distribute emails for deliverability.

Don't send overly promotional or salesy messages - provide value.

Don't use purchased email lists - work with real, verified contact data.

Don't make emails too long or text-heavy - keep things scannable.

Don't expect immediate responses - prepare for a multi-touch nurturing sequence.


Wrapping Up

While Google's policy changes sounded the cold email death knell for some, those myths are greatly exaggerated. Cold email remains a staple strategy for lead generation in 2024 and beyond.

By leveraging accurate data, preparing domains properly, automating sequencing, and personalizing messaging, your cold emails will cut through the noise and deliver results.

Now put these tactics into practice and start booking more sales meetings! Our team at Instantly is always happy to answer any cold email questions as you scale success.


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