The Dos & Don'ts of Cold Emailing - 97 Display

Does cold emailing still work? Absolutely. In fact, when done right, cold emailing is one of the most effective outreach strategies available today. Despite the rise of social media and instant messaging, email remains a powerful tool, especially for service-based businesses like martial arts schools, gyms, or security companies looking to grow.

Whether you�re new to cold outreach or trying to improve your current campaigns, this guide walks through the dos and don�ts of cold emailing, backed by real data and actionable tips.

Why Cold Emailing Still Works

• Email is 40x more effective than social media for acquiring new customers.
• 43% of sales professionals say email is their most effective channel.
• The average cold email open rate ranges from 23�28%, and targeted campaigns typically see around a 5% reply rate.

That means even a small, well-executed cold email campaign can bring in real leads and customers, especially if you�re using the right list and message.

Do: Start with a High-Quality Email List

Don�t: Blast a Generic List

When it comes to cold emailing tips, this is a big one: quality always beats quantity. A small list of well-researched prospects will convert far better than a massive list of strangers.

• Lists with targeted contacts see reply rates around 5.5%
• Generic email blasts often drop below 1% response

Pro tip: If you�re reusing old leads or email lists, be sure to prune invalid addresses to reduce bounce rates and protect your sender reputation. (Check out our blog on how to build effective email marketing for your martial arts school for more.)

Do: Write Subject Lines That Get Clicked

Don�t: Make Them Too Long or Vague

Did you know that 33% of people open an email based on the subject line alone?

Here�s what works:

• Keep subject lines 6�10 words long
• Use personalization (like the recipient�s name or business) to boost open rates by 26% or more
• Make it specific and relevant

Examples:

• �Quick idea for [First Name] at [Company]�
• �Can we connect this week?�

Do: Personalize Your Cold Emails

Don�t: Sound Like a Mass Message

If you want a reply, relevance is everything.

Cold emails that reference something specific about the recipient�s industry, pain point, or business are:

• 32.7% more likely to get a response
• Can generate 6x more transactions than generic ones
• Segmentation can increase revenue by a massive 760%

Even something as simple as mentioning a location (�I work with gyms near Chicago��) or service (��helping studios grow their kids� programs�) can make a big difference.

Do: Send at the Right Time

Don�t: Email at Random or on Weekends

Timing matters in cold outreach. For best results:

• Stick to weekdays (especially Tuesdays through Thursdays)
• Hit the inbox between 7�11 AM or 1�4 PM
• Send at least one follow-up, which can boost replies by 65%

Tip: Automate follow-ups using smart email marketing tools or a CRM to stay consistent without extra effort.

Do: Keep It Short and Clear

Don�t: Overload with Text or CTAs

Most people spend just 10�15 seconds reading a cold email�so clarity is key. Avoid large blocks of text and focus on one clear message and one simple CTA.

Multiple calls-to-action (like �click here, call now, and download this guide�) actually lower your chances of a response.

Do: Use Strong, Low-Friction CTAs

Don�t: Ask for Too Much Too Soon

When someone doesn�t know you yet, asking them to �Buy Now� is a big leap. Instead, go for a soft CTA that�s interest-based.

Top-performing cold email CTAs include:

• �Open to learning more?�
• �Want to hop on a quick 15-minute call?�
• �Would this be helpful for your studio?�

Cold emails with one clear CTA can see 371% more clicks, and phrasing it as a question can improve replies by up to 30%.

Do: Track Performance and Optimize

Don�t: Fly Blind

The only way to improve your cold email outreach is to measure and adapt.

Here�s what to track:

• Open rates (Subject line effectiveness)
• Reply rates (Message and targeting relevance)
• Click-through rates (CTA strength)

A/B testing your subject lines, messaging, and timing can boost engagement by up to 28%. And if your reply rate is below 2%, it�s time to tweak your copy or targeting.

Need help managing email metrics and automation? Check out our post on why your fitness business needs to automate email and text marketing.

Cold Emailing Still Works� If You Do It Right!

Cold emailing isn�t dead�it�s just often done wrong.

By following these proven cold emailing tips and avoiding the most common mistakes, you can transform cold outreach into one of your most cost-effective growth strategies. The key is relevance, clarity, and consistency.

At 97Display, we help fitness, martial arts, and local business owners like you build smarter marketing systems that drive real results. Want to see how we can help you scale your cold email strategy? Book a free, quick consultation and let�s talk.