An Email Subject Line That's Too Boring or Too Pushy
Your email subject line is your first impression. If it's too generic ("Special offer for you"), too aggressive ("Buy now!") or too mysterious ("Must read..."), it's likely to be deleted.
?? What to do:
- Use a short, clear, and engaging subject line (under 50 characters).
- Personalise with the recipient's first name if possible.
- Stimulate curiosity without being misleading.
?? Our advice: Run A/B tests on your subject lines to see what works best.
An Unknown or Suspicious Sender
An email sent from "[email protected]" feels impersonal and untrustworthy. People open emails because they trust the sender.
?? What to do:
- Use a human and recognisable sender name (e.g., "Marie from Captain Legal").
- Add your logo and professional signature to reassure recipients.
- Avoid generic addresses; prefer a real, personal address.
?? Our advice: A real first and last name makes your email feel more human and improves deliverability.
Content That's Too Long and Hard to Read
People don't have time to read a novel. A prospecting email must get straight to the point! If your message looks like a wall of text, it will be ignored.
?? What to do:
- Write a short and structured email: an attention-grabber, a value proposition, and a call-to-action.
- Break up your text with short paragraphs and bullet points.
- Personalise the content according to the recipient.
?? Captain's tip: Reread your email asking yourself: "If I received this, would I read it all the way through?"
Forgetting a Clear Call-to-Action
The goal of a prospecting email isn't just to be read, but to trigger an action: booking an appointment, signing up, replying...
?? What to do:
- Always include one clear call-to-action to avoid confusion.
- Highlight this CTA (button, bold text).
- Explain clearly what the recipient should do.
?? Our advice: Test action verbs like "Discover our services" instead of "Click here".
Not Checking Email Deliverability
Even a well-written email can fail to reach the inbox if it's flagged as spam. Certain words and practices trigger spam filters without you realising.
?? What to do:
- Avoid spam trigger words like "Free", "Urgent", "Earn money".
- Check the quality of your mailing list (no invalid addresses).
- Test your emails with tools like Mail Tester or SpamAssassin.
?? Our advice: Use a professional email delivery service to improve your deliverability.
The Conclusion from Btob.email
Doing email prospecting without a strategy is like sending messages into the void. A good open rate depends on several factors: an appealing subject line, a trustworthy sender, clear and engaging content, a strong call-to-action, and good deliverability.
Take the time to analyse your results and optimise your sends. With the right adjustments, your emails will have more impact and generate more conversions.
