Does Cold Email Work In 2025?

Cold email works, and always will work, if done correctly.

The issue is that most people don’t know how to launch relevant campaigns.

In this article, I explain why cold email still works, and what you need to do to ensure success:

- Does cold email work?
- How to have success with cold email
- Advice for beginners
- Final thoughts

Does cold email work?

Cold email still works.

However, it only works if you contact people that actually need your product or service.

If you “spray and pray”, then your email accounts will get blacklisted by ESPs, and your emails will go to spam.

The below LinkedIn post shows a positive response that I received from a cold email campaign that I am running for Emailchaser:

How to have success with cold email

There are three things that you need to do to launch a successful campaign:

1. Set up the right email infrastructure
If you set up cheap email accounts, then your cold emails will go to spam. Google Workspace email accounts have the best deliverability. You can learn how to set up professional email accounts through Google Workspace in my article How To Set Up A Domain & Mailbox For Cold Email.

2. Contact people that actually need your product or service
If you “spray and pray” cold emails, then you’ll have a very low response rate, and ESPs like Gmail and Outlook will blacklist your email accounts, causing all of your emails to go to spam. The only way to ensure a high positive response rate is by contacting people that have already performed an action that implies that they need your product or service. You can learn how to do this in my article How To Create An Evergreen Cold Email Campaign.

3. Write great copy with an irresistible offer
You can have great infrastructure, as well as a highly relevant lead list, but if your copy and offer suck, then you will not receive responses. I recommend that you read my article 5 Best Cold Email Templates; in this article, I share five templates that you can use in your campaigns.

Advice for beginners

If you are a beginner, then you need to understand that cold email is a skill that takes time to master.

If you were learning how to play chess, then you wouldn’t expect to become a Grand Master within a week.

Cold email is no different.

It takes months to get to a level where you can launch successful campaigns.

Additionally, you should embrace testing; you need to launch many campaigns, and only scale your sending volume once you see traction at a smaller level.

My final piece of advice is to read the following LinkedIn post before you set up your first email account:

Final thoughts

Cold email works as long as you do the following:

1. Set up the right email infrastructure
2. Contact people that actually need your product or service
3. Write great copy with an irresistible offer

If you are ready to launch your first campaign, then you should copy the strategy that I share in my article How To Create An Evergreen Cold Email Campaign.