Emails without exclamation marks

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If in your audience research, you found that your target audience prefers formal language, it's best to stay away from casual details like emojis and exclamation points.

If you're not sure, A/B test your payroll directors email list campaigns to find out which tone of voice is the most successful with your audience.

For more information, use this step-by-step guide on A/B testing to fine-tune your cold outreach results.

7. Personalize at scale
Finally, one of the most important practices in cold email copywriting is to personalize your messages to your prospects.

In fact, studies show that personalization increases cold email open rates by up to 50%.

That means using their first name, using icebreakers that are specific to the prospect, identifying common pain points and objectives, referencing their competitors, and using any other details that connects with them.

Of course, you could manually research and type out every individual cold email to be personal to your prospects. But this will take hours out of your day, limiting the time you actually get to meet with them and follow up on replies.

Instead, personalize your cold emails at scale by using text variables like , and even image and video variables that are customized to your prospects' landing pages.