Cold Email for Sales Prospecting

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Cold email for sales prospecting is an effective strategy to grow your pipeline with new business opportunities.

Drumming up new business through cold email campaigns has been instrumental in growing businesses of all sizes but is a tricky task to get right. Requiring a multitude of tools to locate, source and verify a prospects email, the correct way to configure a domain's DNS records and then write a direct yet personalized email that prospective clients will want to open, read and spark enough interest for them to start a conversation.

Make a mistake during any part of the process and all your emails will get flagged by Gmail, Outlook, Apple Mail, Comcast and a dozen other email clients as spam.  Roikings can step in and build a tailored outbound campaign so you can focus on signing new deals, business development and supporting your current clients.

"Email is almost 40 times better at acquiring new customers than Facebook and Twitter."

With over 5 years of experience using cold email for sales prospecting, our team will manage the entire process from domain and gmail configuration, building a list of qualified contacts, write and A/B test the email copy, send replies in a timely manner and schedule appointments on your behalf. Each campaign will be personalized based on the campaigns goals, product, price points, branding and available collateral.

Cold Email Strategy

The 3 key steps for a successful campaign are the email settings so that your emails hit the inbox, on target lead generation and engaging email copy relevant to your prospective customers. Get any one of these steps wrong and the whole process is a bust.

Cold Email Settings

Setting up your domain and email settings is vital for high deliverability and hitting the inbox. Our team will configure all the settings such as SPF, DKIM, DMARC and follow best practices in the use of tracking, email volume, throttling and layout.

Lead Generation

Lead generation strategy will vary depending on your target audience and who we will be reaching out to. A list of strategies we have used in the past but will vary from client to client.

  • Build a list of B2B companies from Crunchbase based on filters such as size, revenue, location, funding, date of funding etc
  • Build a list of companies based on the technologies used such as Megento, wordpress, Angular JS, mailchimp
  • Reverse engineer job vacancies to a particular skill set, technology or service on sites such as
  • Build a list of digital agencies from sites such as based on filters such as market, industry and services offered.
  • Build a list of trade show exhibitors and set appointments prior to the show
  • Utilize online lists, databases and directories specific to your market. Examples include SAAS 1000, G2 Crowd, US Hospital Info, Sitejabber
  • Build a list of companies based on filters and information from social platforms such as Linkedin for B2B or Instagram for B2C

Our dedicated lead generation team in South Africa will then source a list of contacts based on the positions specified and include a verified email address.

Email copy

Great email copy works amazingly well when done correctly but can also be harmful to your brand if it fails to connect with your audience. Each template must have concise relevant information that resonates with the prospective customer with 1 single goal in mind. These goals may include setting up a call, signing up users for a free trial, lead nurturing using available collateral and media or increasing brand awareness by sharing valuable well written content.

4 key elements to every email template

Subject Line
The main objective of the subject line is to get the prospect to open the email so it must be direct, interesting, personalized and not sound spammy. The average open rate is 20.81%, at Roikings it ranges from 25% -50%

"69% of recipients report spam based on the subject line alone."


This will set the tone of the email and generally find asking a question is a great way to create engagement and get the prospect thinking.

"Emails that contain one to three questions are 50% likelier to get replies than emails without any questions."


The body text will explain the age old “whats in it for me” so it must be focused on your prospect and not on your company. Cold email is not the place for self promotion or listing your latest features. The big picture is solving a pain point or creating value to their business.

Call to Action
Remember the 1 goal per email. This is where you explain what you want the prospect to do after reading your email. Keep it short, sweet and simple.

"Having one clear CTA has been proven to increase click-through rates (CTR) by up to 371%."



Working alongside Ronan Galvin - CEO of Kickstagram, Roikings launched a sales campaign for this SaaS platform in the social media space for small businesses and Ecommerce brands looking to kickstart their instagram marketing and convert followers to customers.

Roikings became a part of Kickstagram’s long term vision and strategy by joining their business development team located in San Diego, California. Our core focus was to expand business in Europe and International Markets including the UK, Ireland, France, Nordics, Germany, Italy, Australia, China and India by reverse engineering Instagram accounts for the lead generation process.

The campaign was a huge success. In a span of 3 months we had an average open rate of 45% resulting in 63 meetings, and over 400 website clicks converting to a healthy flow of monthly and annual clients.


Spiralgroup is a globally-focused integrated brand marketing agency that provides a full suite of marketing and PR services focusing on emerging tech and is spearheaded by Californian
Native, Stuart Mcfaul.

Roikings launched a successful campaign targeting the next generation of emerging tech & SaaS companies including Artificial Intelligence (AI), Automation, Virtual/Augmented Reality, Smart Homes, IoT & Blockchain.

After receiving 28 qualified meetings through Email & LinkedIn outreach during the pilot with top level executives, Roikings contribution to Spiralgroup’s long term success is based on a highly defined lead generation process that delivers Sprialgroup’s brand values to the right prospect at the right time.


Working alongside Dr. Jeffrey Shepard from Cincinnati Ohio, the
Kings of ROI launched a sales campaign for MedaCheck, a SaaS    medication management system with a mission of minimizing non-adherence rates for patients.

We focused our lead generation efforts throughout the United States
on multiple verticals in the healthcare industry including cardiology,  respiratory, pharmaceuticals and hospitals targeting Doctors, Physicians, and multiple C-Level Executives.

In a span of 3 months, Roikings received 10+ opportunities for the small startup and the first tech-licensing partnership worth over 100k for the company.


Headquartered in California and Florida, Kugadi is a fantastic web and mobile platform that empowers security guard companies to streamline their operations through seamless communication, intuitive reporting and a more efficient workflow that reduce costs and enables accountability for their guards.

Roikings has been working long term with senior management and inbound sales team to generate a consistent flow of replies resulting in an average  of 2 qualified demos per week over an ongoing 6 month period. By sharing campaign data with their sales team they have been able to utilize the data to turn cold contacts into warm leads and then into a sale.

The success of the campaign has come through consistently A/B testing   the email copy and reviewing various lead generation sources. 


Roikings worked alongside the highly creative team at Jump Digital Media, based out of Irvine, California reaching out to large brands in the  cosmetics, beauty, food, beverage and the hospitality space.

We focused on each of their core products for the follow up campaign highlighting their services that included SEO, SEM, packaging, web development and social media campaigns. Jump had worked with some big name clients including Holiday Inn, Honda, Imax and Whole Foods which  we leveraged throughout the campaign.

By the second month Roikings was able to set up 3 qualified meetings per week with requests for website design, social media campaigns and branding.


Based out of New York, Mira helps brands with location intelligence and analytics for out-of-home media campaigns.

Having worked closely with their CEO, Jon to understand the product and audience, we focused on targeting Digital Agencies ranging in size from    30 -1200 people which resulted in 3 meetings per week.

It has been Jon’s consistent input and willingness to adapt that has    helped the campaign become a success.

Loudley Case Study


The creative team of digital partners at Loudley based in West Hollywood, California has a goal to “Make Your Voice Heard” by creating dynamic social campaigns on Facebook and Instagram to increase engagement for Startups and SMB’s.

Loudley decided to become long term partners with Roikings after having an extremely successful campaign launch with excellent results in the first month. Lead Generation was focused on targeting C-Level Executives and Marketing Directors within the E-Commerce, Retail, Apparel & Fashion, Cosmetics, and Beauty verticals.

After initial testing Roikings managed to improve the open rate to 46% resulting in 3 qualified meetings per week.