The Simple Rule
Cold emails should look like emails you'd send to a colleague.
Would you send a colleague an email with images, fancy formatting, and tracking links? No. Neither should your cold emails.
What to Avoid
| Element | Why It's a Problem |
|---|---|
| Images | Tracking indicators, slow loading, blocked by default |
| Links | Especially shortened links (bit.ly), multiple links |
| HTML styling | Colored text, multiple fonts, fancy layouts |
| Attachments | Major security concern, often blocked |
| Tracking pixels | Classic spam signature |
What Human Emails Look Like
- Plain text or minimal formatting
- Maybe one link (your website)
- No images
- Short and direct
- Conversational tone
The Math
| Email Type | Inbox Placement | Reply Rate |
|---|---|---|
| Plain text, no links | 90%+ | Baseline |
| Plain text, 1 link | 85-90% | Slightly lower |
| HTML with images | 60-80% | Much lower |
| HTML with tracking | 50-70% | Significantly lower |
Spintax Warning
Spintax (text rotation) can actually hurt you:
``
Bad: {Hi|Hey|Hello} {John|there}
``
Why it's risky:
- Spam filters detect spintax patterns
- Can create awkward combinations
- Signals automation
Better approach: Write 3-4 email variations manually. More natural, less detectable.
The One Link Rule
If you include a link, make it:
- Your main website URL
- Fully written out (https://company.com, not bit.ly/xyz)
- Relevant to the email content
Don't use:
- Shortened links
- Tracking links
- Multiple different links
- Links to forms or landing pages
Key Takeaway
Write emails like a human would. Plain text, minimal links, no images. The best cold email looks like it was personally typed, not generated by software.