Write Better Cold Emails — Using a Template Checker to Boost Deliverability

When it comes to cold email outreach, the name of the game is deliverability. It doesn’t matter how compelling your message is or how great of a cold email you send if it doesn’t get to your prospect’s inbox.

In fact, even seemingly minor problems in your email template can lead to the biggest deliverability headaches and your painstakingly planned campaigns could end up in the dreaded spam folder of your target audience instead.

That’s why a cold email template checker comes in handy. It scans your emails and followups before you send them—detecting spam triggers, forgotten personalization opportunities, and formatting problems that can dampen your engagement.

Tired of spending time on cold email campaigns that just never get read or don’t get a response? Let’s go even deeper on how template checkers can change the game in your cold email strategy.

What is a cold email template checker?

A cold email template checker is a program specifically created to assess the content, structure, and other components of a cold email before it’s sent.

The goal is to maximize deliverability of the cold sales email template. The role of a cold email template checker is to help you identify and repair potential issues that might ruin your email marketing efforts. It scrutinizes for errors that are commonly made (using certain spammy words, incorrect email structure, or lacking personalization chances) and offers you options to do better. This means you can send emails that are much more likely to land in an inbox and generate responses.

With almost 45.6% of global emails landing in spam, this is not a matter to take lightly. 

Benefits of using a template checker for cold emails

1. Reduces bounce and spam complaint rates. Optimized templates help you avoid spam trigger words, leading to cleaner sending lists and fewer complaints. Preventing spammy content and bad links reduces the chances of emails bouncing or being flagged as spam.
2. Increases open and response rates. Template checkers help ensure your emails are compelling and more likely to be opened, improving response rates.
3. Saves time with automated and real-time feedback. Automating the template review process allows you to quickly identify and fix issues before sending

Key factors analyzed by a template checker

A cold email template checker works by evaluating several key factors that influence how likely your emails are to be delivered to the inbox. Understanding these elements is essential for improving your cold email success. 

Words that can detect spam triggers and blacklist risks

Some words and phrases cause spam filters to flag your email and send it to the spam folder. The more of these spam triggers you are able to avoid, the better your odds are of getting your emails delivered to your target audience.

Q: What are spam filters?

A: Spam filters check your incoming email for suspicious content such as certain words, images, or formatting styles that are typical of unsolicited email. If your email has such content, it can be detected by filters and never reach the inbox.

Common words and formatting that raise spam flags:

• “Free” (especially in subject lines)
• “Urgent” and “Limited time”
• Excessive use of exclamation marks (e.g., “!!!”)
• All caps in subject lines or body text
• Generic phrases like “Click here!” or “Act now!”
• Overuse of hyperlinks or red flags like “Get paid fast”

🔖 Related Reading: Words That Trigger Spam Filters (And How to Fix Them with a Template Checker)

Usage of personalization and dynamic content opportunities

Did you know that only 23.9% of sales emails are opened? Which means your odds of making that first connection are slim.

Tailor your cold emails to the recipient. Personalize them to grab and retain their attention. On the other hand, a generic email is impersonal, and it can make your email feel all the more impersonal and less reputable—hurting both email open rates and deliverability.

Template checkers help you identify the level of personalization detected in your email template and whether or not you have enough wiggle room. It does this by scanning your email for dynamic tags or variables (e.g., “[First Name]”). If any personalization is missing or improperly formatted, the tool will flag it so you can adjust accordingly.

Effectiveness of subject lines

According to research, 47% of email recipients will decide to open an email solely based on the subject line. At the same time, 69% will report an email as spam based on the subject line. So you see, the subject line is more than what it appears. It can either be an entry point to a new connection—or a gateway to the depths of the spam folder.

Just how important is a subject line?

• A killer subject line won’t just get you noticed; it will also help you get delivered as it omits words and phrases that set off spam filters.
• A clear, relevant, and non-spammy subject line is crucial for good open rates and avoiding spam filters. It sets the tone for your email and directly impacts how recipients interact with your message.

Examples of ideal cold email subject length, wording, and spam probability:

• Ideal subject length: Keep it between 40-60 characters for readability and to avoid getting cut off.
• Effective wording: Be specific, clear, and straight to the point—focusing on the value to the recipient (e.g., “Increase Your Email Open Rates with This Tip” rather than “Free Money!”)
• Avoid spam probability: Avoid using excessive punctuation (!!!), overly promotional phrases, or words like “urgent,” “free,” and “discount” in the subject.

Content structure and readability

Not only is a well-formatted email easier to read, but ISPs are also more likely to trust emails like it. With template checkers, you can make sure that the content is attractive, concise, and easy to read. When your email looks clean and organized, readers find it easier to read through it and respond to it.

• Links: Ensure links are relevant, properly formatted, and not excessive. Too many links can trigger spam filters.
• Images: Keep image-to-text ratio balanced and use optimized images. Emails with too many large images may look suspicious to spam filters.
• Calls to Action: Have a clear and straightforward CTA. Do not use pushy or too salesy language. Ensure CTAs are clearly visible without overburdening the reader.

How Warmy.io’s Template Checker helps you write cold emails