The problem with “spray and pray” cold email

Most people you email aren’t ready to buy. About 95% of potential buyers are out of the market at any given time. That means traditional cold email usually lands in inboxes of people who simply aren’t shopping.

That’s why response rates are so low. One large study found that only about 8.5% of outreach emails ever get a reply. Sending too many irrelevant emails also hurts your sender reputation and makes it harder for your future emails to reach the inbox.

What “intent” means in email outreach

Intent is just a signal that someone might be considering a purchase. These signals come from three main places:

• Your own data: Visits to your pricing page, reading your product docs, or starting a free trial.
• Partner data: Activity on review sites or marketplaces, like when a company compares you to competitors.
• External data: Research patterns across the web, such as a sudden spike in reading about your category.

Together, these signals show which accounts are more likely to be in a buying moment and what they are focused on.

Why intent-based outreach works

1. You reach buyers at the right moment

Most B2B buying happens online before a buyer talks to sales. If you know when interest is peaking, you can send a message that feels timely and helpful.

2. You move fast when interest appears

Responding to an online lead within an hour makes you far more likely to qualify them than waiting a day. Intent triggers give you that speed.

3. You can personalize with substance

Instead of just adding someone’s first name, you can address the exact problem they are researching, such as “migrating from X system” or “SOC 2 compliance for fintech.” This feels useful rather than generic.

4. You protect deliverability

Email platforms are stricter than ever. Campaigns that are targeted and relevant get better engagement and fewer spam complaints, which keeps your emails reaching the inbox.

5. The approach is proven in practice

More sales and marketing teams are using intent data for prospecting and account-based campaigns. Those who build it into their process are seeing stronger results.

Is intent-based outreach the best strategy?

If you measure success by pipeline generated per 1,000 emails, intent-based outreach usually performs better. You are focusing on the small group that is in-market, contacting them at the right time, personalizing to their current needs, and protecting your sender reputation.

It is not a magic bullet, though. You still need brand marketing and education to stay top of mind with the majority who are not ready to buy. When they do enter the market, intent signals will alert you, and your outreach will be welcomed instead of ignored.

Common mistakes to avoid

• Relying only on the same review-site signals everyone else is chasing. Pair them with your own site data and broader research trends.
• Using personalization that feels shallow or creepy. Instead, turn the signal into something helpful, like a benchmark or checklist.
• Ignoring brand-building for the 95% who are not ready yet. Staying memorable ensures they notice you later.
• Sending too much too fast. Relevance matters more than volume if you want to avoid spam complaints.

Bottom line

Intent-based outreach works because it respects timing, speaks directly to what buyers care about, and offers help when they need it. Done well, it leads to more conversations, more qualified opportunities, and a stronger reputation in the inbox.

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