Email prospecting is one of the most powerful tools for B2B sales teams—but it’s also one of the most misunderstood. Flooded inboxes, busy decision-makers, and spam filters make it easy for even well-written outreach emails to get ignored.
That’s why understanding email prospecting best practices makes the difference between a delete and a reply.
In this guide, we’ll walk through proven strategies everyday reps can use to improve open rates, increase reply rates, and build real conversations through email outreach. We’ll share real-world examples, concrete dos and don’ts, and actionable tips to become more effective with every send. Let’s get into it.
Email prospecting is the practice of reaching out to potential customers via email who haven’t yet expressed interest. It’s cold contact—but when done right, it doesn’t feel cold. The goal isn’t just to sell—it’s to start a conversation, qualify interest, and build momentum toward a call, demo, or sale.
For B2B SaaS companies, email prospecting often begins with lead lists built from tools like LinkedIn Sales Navigator, which we covered in this deep-dive guide. Once you have the right targets, your job is to earn their attention with words, video, or visuals that actually feel worth their time.
Before you send a single prospecting email, you need to make sure it will actually land in the inbox. The best messaging in the world won’t matter if your domain is flagged, your IP is cold, or your setup screams “spam.”
This is where many teams fail—not with copy, but with infrastructure.
Even small technical missteps can torpedo your outreach. Think:
These red flags make it harder to even reach your target, let alone convert them.
To maximize deliverability, use these tools and best practices before launching your first campaign:
TL;DR: Your messaging doesn’t matter if your emails don’t get delivered. Before you optimize for opens and replies, optimize for inbox placement. Get your infrastructure right, then scale outreach with confidence.
Subject lines can make or break your entire outreach effort. In fact, HubSpot reports that 47% of email recipients decide whether to open an email based on the subject line alone.
A subject line like “Quick question about marketing at Acme Corp” feels natural and tailored. Avoid gimmicks like “🔥 You won’t BELIEVE this offer!” or clickbait that your audience sees coming a mile away.
Adding personalization—even just their name—can increase open rates by 22%. Tools like Sendspark let you automate personalization using tokens that pull in data like name, company, or title right into video thumbnails or subject lines.
Use A/B testing with small sample groups to identify what works. Try one subject line that’s casual, one that’s curiosity-based, and one that’s straightforward to see what sticks.
See 21 proven subject lines that actually get opened →
Your prospects don’t have time to read novels. The most effective prospecting emails are often fewer than 125 words but still manage to feel thoughtful—because they’re personal and relevant.
Use this 3-line structure:
Personalized emails increase reply rates by 142% (source: Gong). Just taking 60 seconds to reference something specific can make your message feel 1:1.
You don’t need to write every email manually. Tools like Sendspark’s workflows and AI-powered scripts help you personalize videos and email copy at scale—without losing that human touch.
It’s no longer enough to just write better copy.
The fastest-growing teams are using video inside prospecting emails to boost engagement and build trust—faster.
Hipersa, a tech-enabled sourcing platform, increased email reply rates by 73% within six weeks using personalized videos from Sendspark.
With Sendspark, you can:
Even a perfect first message won’t land every time. That’s why timing and consistent follow-ups matter.
Tuesdays and Thursdays between 8–10 AM typically yield the best engagement (OptiMonk data). Avoid Monday morning and Friday afternoon sends.
Don’t just write “bumping this”—bring value with each message. A new insight, a relevant testimonial, or even a pattern interrupt video can reignite interest.
Sendspark lets you create automated video sequences that feel 1:1. Your follow-ups can feel custom—without requiring manual sends every time.
Even seasoned reps fall into these traps:
Mass emails with no context = instant delete. Personalization tokens can’t save a message that reads like spam.
If your subject says “Quick idea for Q3” and your email is a hard pitch, you’ll lose trust. Match your tone from subject to CTA.
Stick to one CTA. More than one link can trigger spam filters and distract from the main message. Let your video do the storytelling.
Read how video affects email deliverability →
Mastering email prospecting isn’t about volume—it’s about value. Every message is a chance to show your prospect you’ve done your homework, that you respect their time, and that you can actually help.
✅ Set up your infrastructure
✅ Personalize your message
✅ Use video to stand out
✅ Follow up like a pro
If you’re ready to send outreach that gets replies, try Sendspark for free and see how easy it is to scale video prospecting that feels personal.