I spent too long blaming copy for bad cold email results
One thing I learned after years of doing cold email for clients as a freelancer is how easy it is to blame the copy when replies are low.
I used to think that if a campaign wasn’t working, the email probably needed rewriting. Different opener, different CTA, shorter version, longer version. It felt like the obvious fix.
But after working on more campaigns, I realized the problem usually wasn’t the copy at all. Sometimes the list was weak. Sometimes the targeting was off. Sometimes the inboxes were the issue and the emails probably weren’t even landing where they should.
I’ve seen simple emails perform better than “better written” ones just because the setup behind them made more sense.
Copy matters, sure. But I probably wasted way too much time trying to fix the wrong thing early on.