Cold Email is Getting Harder & Harder: How do you adjust?

Here’s the deal: email tracking is changing, again. Google & Microsoft don’t owe sellers anything. They owe their users everything. If users are complaining about how many unsolicited emails get into their inbox, then Google & Microsoft are going to do something about it. 

Google is now flagging open tracking pixels as unwanted images, meaning your prospects are getting spam alerts when you track opens. In other words, open tracking is dead.

Is this the end of email marketing? No. But let’s be real, email hasn’t been the primary driver of leads for years. 

So, if outbound email is part of your sales mix, how do you adjust? Let’s break it down.

The Quick Fix: Stop Tracking Opens

Yes, it’s frustrating not knowing who opens your emails. But let’s be honest—the real metric that matters is responses.

If you want more responses, focus on what actually moves the needle:

• A killer subject line – 3-5 words that matter to your prospect.
• A first line that hooks – Thought-provoking, unexpected, or even a little controversial.
• A clear problem statement – Agitate the problem in a way that feels real.
• A simple call to action – Make it easy for the prospect to reply.

Make It Easy for Prospects to Say Yes

Your email isn’t getting opened unless the subject line earns the click. Then, the first line has to be strong enough to keep them reading.

Good first lines include:

• A sharp, unexpected question
• A statement that challenges their current thinking
• A stat that stops them in their tracks

Once you’ve grabbed their attention, the transition line should realistically agitate the problem. Example:

•  “If you don’t fix this, you’ll lose millions.” (Too dramatic, nobody buys it.)
•  “When this happens, production slows, making it harder to hit your targets.” (Believable, specific, and tied to their key metric.)

Your call to action should invite a simple yes or no. Forget long-winded asks—keep it tight:

• “Care to learn more?”
• “Are you open to a quick chat?”
• “Would it be crazy to connect?”

If they say yes, call them immediately.

If they say no, call them anyway (unless they tell you to get lost).

Stop the back-and-forth email chains. They kill momentum. Your job is to get them on the phone.

If Email Isn’t the Way, What Is?

Cold outreach has always required multiple channels. Email and LinkedIn are not the final destination. They exist for one reason:

To get the prospect on the phone.

Why? Because the phone works better. Here’s why:

• You get their full attention for 3-7 minutes.
• You get a real decision, fast.
• You can qualify them instantly.

A well-executed cold call shortens the sales cycle. A LinkedIn message or email takes days (or weeks). A cold call? Seven minutes or less.

If they aren’t ready now, you’ll know. And if you time your follow-up right, you won’t be competing with 30 other vendors—you’ll be competing with five.

That’s a win.

Email & LinkedIn Help, But the Phone Wins

Think of email and LinkedIn as tools to improve your cold call success.

Here’s how the numbers play out:

• First cold call: ~0.2% of prospects will book a meeting immediately. (That’s 4 appointments if your list is 2,000 names.)
• First email follow-up: ~0.3% will respond positively. (That’s 6 more.)
• Total after first touches: 10/16 appointments—but the call had to come first.
• Remaining appointments? The 3rd, 4th, and 5th cold calls convert the rest.

That means if you’re not picking up the phone first, you’re leaving money on the table. Email and LinkedIn are support players. The phone is the closer.

“Gabe’s Gauntlet” – Actionable SDR Advice

If there’s one skill that separates top SDRs from the rest, it’s cold calling. Double down on this skill and you’ll almost always hit quota.