Cold emailing can work really well if it is targeted, personal to the prospect, and customized. Assuming you are doing b2b sales–this isnt too complicated. If b2c–dont bother.

Spamming targeted lists can work but you need to protect your domain authority so your emails are more likely to hit an inbox. e.g. if your domain is “acme.com” have a 2nd domain for your spam emails to be sent from such as: “@getacme.com” and then watch your open/reply rates–when they drop off switch the 2nd domain name again.

Whether targeted and customized or “spray pray” becomes your approach–maximize your “e-mail preview”–Gmail gives you like a 120 character preview across your subject line and email. Your mileage may vary based on email client and screen size. That is the most important part of your email. Do not waste it with something like: “Hi there, the reason for my email is that acme corp…” Say something relevant and compelling.