The Santa Barbara Web Design and Marketing Blog

Cold Email Marketing Isn’t Dead—It Just Needs Honesty and Insightful Strategy

As the digital landscape evolves, so do marketing channels and the wisdom—sometimes questionable—that buzzes around them. Recently, I’ve seen a flood of claims from high-profile marketers that cold email is dead. “It’s over!” they say, often citing low engagement rates and spammy inboxes. But as your Santa Barbara Web Guy, drawing from 30 years of hands-on experience supporting both PC and Mac users and training people in marketing, automation, and now AI, I respectfully disagree.

The real issue isn’t with cold email itself, but with how it’s commonly executed. To put it simply: Poor strategy, dishonesty, and a lack of genuine connection are sabotaging results. Let’s dig in—because if you’re paying attention, you’ll see that cold email still has a place, and there’s a smarter way to make it work for you.

Why Do People Say Cold Email Is Dead?

First, let’s look at where these claims are coming from. Marketers point to soaring unsubscribe rates, low open percentages, and heightened spam filters. Sure, inboxes are more crowded than ever. Recipients are jaded by generic messages that scream, “You’re just a name on a list.”

It’s true—the vast majority of cold emails are now deleted in seconds. But every single person who declares cold email dead is also checking their own inbox daily, and I’d wager that—if they’re honest—they occasionally pause on a subject line or think twice before hitting delete.

There’s a lesson here: If something works on you, it can work on the people you want to reach.

The Swipe File: Your Secret Weapon

In professional marketing circles, there’s a proven tactic known as keeping a “swipe file.” It’s essentially a personalized collection of emails, ads, subject lines, and marketing content that caught your attention. The stuff that made you pause, click, reply, or buy.

What goes into a swipe file?

- Subject lines that stood out

- Emails that prompted you to take action

- Offers you considered (or couldn’t resist)

- Stories that made you feel a genuine connection

Why keep a swipe file? Because these are real-world examples of what works on actual people—including yourself. Instead of reinventing the wheel, you can ethically model your outreach on proven formulas, adding your own honesty and relevance.

Honesty Is Non-Negotiable

People are more marketing-savvy than ever. They sense when someone is being insincere, and their shields are immediately raised. Let me illustrate with a cautionary tale from my own inbox:

A few months ago, I RSVP’d for a networking event but didn’t make it at the last minute. Days later, I get a “follow up” email from another attendee claiming we’d spoken at the event and asking to continue our conversation.

The problem? We’d never met, let alone chatted. Her email was built on a lie—an artificial history she fabricated hoping I wouldn’t notice.

Not only did I delete her email, but I made a mental note to avoid future contact. Her credibility was shot before she got out of the starting gate. Dishonesty isn’t just ineffective; it’s often actively damaging.

There’s a Better Approach: Honest, Relevant Outreach

If that same person had approached me differently, she might have secured a meeting. Here’s what an honest, attention-grabbing email could’ve looked like:

> Hi, I saw you were registered for the XYZ event. I don’t think we got the chance to connect, but I found your background interesting and would love to hear more about your work at SB Web Guy. If you’re open to it, here’s my calendar link to schedule a brief introduction call.

Notice the difference? No invented stories, no false bravado. Just relevance, context, and respect for my time. By acknowledging reality, she would have set a foundation of trust that opened the door—rather than slammed it shut.

The Anatomy of an Effective Cold Email

After decades of testing (and reading thousands of messages in my own inbox), here’s what consistently drives response:

1. Relevant, Specific Reason for Reaching Out

People want to feel that you’ve selected them for a reason, not just spammed the entire local chamber of commerce. Lead with context: “I saw your recent blog post on AI for designers,” or, “you popped up in my search for Santa Barbara consultants.”

2. Personalization Without Pretense

Use genuine details you couldn’t have scraped—maybe a comment on their website, a recent launch, or their contribution in a forum. But don’t fake familiarity. If you haven’t met, be upfront about it.

3. Concise, Clear Messaging

Get to the point. Busy professionals won’t wade through five paragraphs of fluff. Respect their time and say exactly why you’re reaching out.

4. Mutual Benefit

Focus on how your offer, collaboration, or introduction can help them, not just serve your agenda. Make it about solving a problem, saving time, or adding value to what they’re already doing.

5. Easy, Low-Commitment Call-to-Action

End with a simple next step: “Would you be open to a 10-minute call next week?” Or offer a link to a short workbook or demo.

6. Honest Subject Lines

Don’t try to trick spam filters or mislead readers (“Re: Our Call Last Week” when you’ve never spoken). Instead, pique curiosity with clarity, like “Quick question about your web strategy” or “Idea for saving time with AI automation.”

Swipe and Improve: Learning from the Best

Don’t be afraid to study great outreach, ethically borrow the structure, and then improve it. Too many business owners relegate cold emails to junior staff with no experience or treat them as a numbers game, carpet-bombing lists with the same tired pitch.

If you want your campaign to be the exception—the email that stands out in a sea of deletes—start by reverse-engineering the ones that made you pause. Why did you open it? What line made you smile? How did the offer align with your current goals?

My advice:

- Create a folder for standout emails.

- Note what worked: Was it the subject? The story? The offer?

- Adapt—don’t copy—for your audience and your own style.

- Track your results, adjust, and keep improving.

Why Most Cold Emails Fail

Let’s face it: Most cold email campaigns collapse for one (or more) of these reasons:

- Lack of research: Emails are sent blindly to anyone with a pulse.

- Overuse of templates: Generic copy that triggers the “delete” reflex.

- Aggressive claims: Offers that scream “scam” or “too good to be true.”

- Deceptive tactics: Pretending there’s a prior connection, or hiding the real agenda.

- No benefit: A pitch entirely focused on the sender (“Let me tell you about ME!”)

- Poor timing: Reaching out when the recipient is overloaded, or the offer is irrelevant.

And then marketers blame the channel instead of the approach.

Cold Email Still Drives Business—If Done Right

Despite the naysayers, cold email does work. How do I know? Because I regularly get (and send) emails that result in meaningful conversations, booked appointments, and closed business. The best ones cut through the noise. They’re selective, personal, and honest. They respect the recipient’s attention.

Here’s what separates the winners from the rest:

- The sender has a real reason for reaching out.

- The message is crafted, not copy-pasted.

- There’s humility and transparency—“no, we’ve never spoken, but here’s why I’m emailing.”

- There’s a clear offer or insight relevant to something I care about.

- There’s an easy way to respond, no heavy commitment required.

Building Your Own Standout Cold Email Campaign

So how do you tip the balance toward open rates, responses, and genuine connections? Here are actionable steps:

1. Define Your Audience

Not everyone in your city or LinkedIn network is your ideal client. Who really benefits from what you offer? Build a well-researched, segmented list with 50-200 high-fit contacts per campaign, instead of 5,000 random addresses.

2. Customize for Each Segment

Group people with similar roles, industries, or needs. This allows you to craft messages that speak to their specific circumstances rather than sending a one-size-fits-all blast.

3. Research Before You Reach

Check out their LinkedIn, company blog, recent press, or community involvement. Pull out one fact you can reference to show you care.

4. Communicate Your Value Clearly and Quickly

People are busy. In 3-6 sentences, articulate what you do, why you’re reaching out, and how it benefits them.

5. Ask for a Micro-Commitment

Don’t push for a contract on the first email. Ask for a reply, a quick call, or feedback on an article or tool you built.

6. Test and Learn

Send batches, track opens, A/B test subject lines, and iterate. Make continual improvements based on real-world results.

Cold Email Is Evolving—Are You?

Spammers and lazy marketers have definitely poisoned the well for everyone. But that doesn’t mean you can’t cut through the noise with integrity and get results. It just takes more thought, more effort, and a commitment to earning that first connection.

As automation tools and AI make it easier than ever to mass-contact people, human authenticity stands out all the more. Use smart technology to help you research and organize, but keep your messaging real and relevant.

Real-World Example: The Honest Approach in Action

Let’s imagine two approaches to a cold email after a Santa Barbara networking event:

Approach 1 (Dishonest, Template-Based):

Subject: Re: Our Conversation Last Week

Body: Hi [Name], it was great speaking at the XYZ event! I wanted to reconnect about how my marketing services could benefit your business...

Immediately, the recipient spots the lie (no conversation ever happened) and clicks delete or marks you as spam.

Approach 2 (Honest, Personalized):

Subject: Quick Hello After XYZ Conference

Body: Hi [Name], I noticed you were listed as an attendee at the XYZ event. I wasn’t able to connect at the event, but your work with [Their Company] caught my attention. I help Santa Barbara businesses like yours streamline their online presence with new automation and AI tools. If that’s relevant, I’d be happy to chat or send a quick resource—just let me know if you’re interested!

This email:

- Is honest about the circumstances

- Specifically references the recipient and their business

- Offers value instead of a generic pitch

- Includes an easy next step

Which one are you more likely to respond to?

Final Thoughts: It’s Not About the Tool—It’s About the Tactics

Cold email isn’t dead. What’s dying are the shortcuts and half-truths. If you’re committed to honest outreach, continual learning (using tactics like swipe files), and a value-driven approach, cold email can still open doors—even in 2024 and beyond.

Whenever you get an email that grabs you, add it to your swipe file. Study what works. Translate it for your audience, your offer, and your voice. Never lie about prior contact or invent connections. And always, always respect the other person’s time.

Curious to learn more? Have a question about your own email approach, or want to see some of my favorite real-life swipe file examples? Drop your questions in the comments below, and I’ll be happy to help. This is your Santa Barbara Web Guy, reminding you: In an automated world, honesty and relevance will always win.

See you next time!