There is a fine line between sending out a targeted cold email and sending out a never-ending deluge of spam messages to every email address that you collect. I’m sure that we have all encountered some less than pleasant spam messages that automatically hit the trash can. If you are the person sending out these messages, it’s clear that the conversion rate is nowhere near where you want it to be.

Unsolicited emails can be a very touchy subject, because many of us don’t appreciate getting email messages from people that we don’t expect. For this reason, if you are going to make use of a cold email strategy, you’ll want to tread carefully.

First, make sure that each and every message is highly personalized. Instead of addressing it with “To Whom It May Concern”, have the salutation actually read with the name of the recipient. Any other personalized information or targeting can come in very handy as well. If you know that the company recently made a major announcement and you have a service that can aid them in getting the product into the hands of customers, then mention this. This helps to show that you are not just spamming them; you are genuinely interested in what they are doing and how you can help them.

Second, keep the message brief and to the point. We’re all busy and we simply do not have the time to read through a novel each time a message appears in an email inbox. State who you are and what you can do for them. Be detailed without being too wordy. If your message sparks their interest, they’ll follow up with you.

Third, make sure that you are easy to contact. Even though your email address may be in the header, be sure to also include your contact information in your signature. This includes your name, title, company, email, phone number, and website. Highlighting the company website can go a long way in getting the potential customer to read further about what you can offer.