Outreach is the key to getting your content out there. It also helps you to build relationships, get feedback, and even get more links.
But there’s a right way to do it and a wrong way to do it. In this post, I’m going to show you some of the most common outreach mistakes that people make and how you can fix them.
1. You’re using a generic template to reach out
Let’s get the most obvious outreach mistake out of the way first.
If you’re reaching out with a generic template, you’re not doing your homework. You’re not personalizing your message. You’re not showing the recipient that you care about their time.
And you’re certainly not going to get a response.
Generic outreach emails are the death of reply rates. If you want to see a response, you need to put in the work to create a personalized message that’s relevant to the recipient.
Here’s how to do that:
2. You’re targeting the wrong people
This is a common mistake and it can be a big waste of time. When you’re creating your list of prospects, be sure that you’re targeting the right people. That means people who are likely to be interested in your content and have the ability to do something with it.
For example, if you’re pitching a guest post to a blog, you should be pitching the editor or content manager, not the CEO. You should also be sure that the blog actually accepts guest posts. That sounds simple, but you’d be surprised how many people pitch guest posts to blogs that don’t accept them.
Solution: Do your homework
3. You’re asking for too much too soon
When you approach someone, the first goal is to get them to say “yes” to something small. This could be a “yes” to reading your email, scheduling a call, or even a “yes” to your question.
The more steps you add to your outreach, the more likely it is that your prospect will say “no” or ignore your email. In fact, the more steps you add, the more likely it is that your prospect will ignore your email.
4. Your emails are too long
If you’re sending a 1,000-word email to a stranger, you’re doing it wrong. In fact, the longer your email, the more likely it is that your recipient will ignore it.
The average email response rate is 7.5%, but you can increase your odds by keeping your emails short and to the point.
The ideal email length is 50-125 words, or about three to five sentences. If you can keep it to three sentences, you’ll have an even higher chance of getting a response.
5. You’re not personalizing your emails
Personalization can be the difference between a successful email and a failed one. In fact, 91% of consumers are more likely to shop with brands that provide offers and recommendations relevant to them.
If you’re not personalizing your outreach emails, you’re not using the data you have to your advantage. That’s a huge mistake, and it’s one that can kill your reply rates.
Solution: Personalize your emails. Use merge tags to insert your recipient’s name, company, and other relevant information into your emails. You can also use data from your CRM to segment your outreach lists and create highly targeted campaigns.
For example, you might segment your list by industry or location and then create a custom template for each segment. This will allow you to create a more personalized experience for your recipients and increase your chances of getting a reply.
6. You’re not following up
The average email user gets around 80 emails a day. That’s a lot of competition for attention.
If you’re sending emails and not following up, you’re leaving a lot of opportunity on the table.
There are a few different reasons why someone may not respond to your email:
- They didn’t see it
- They saw it and meant to respond later, but then forgot
- They don’t see the value in responding
- They’re not sure what they should do next
Following up can help resolve all of these issues.
If someone didn’t see your email, a follow-up message can serve as a gentle reminder. If they didn’t see the value in responding, you can use your follow-up message to offer more information about the opportunity you’re presenting.
And, if someone wasn’t sure what they should do next, your follow-up message can give them a clear call to action.
Pro-tip: If you’re following up with someone who didn’t respond to your initial email, be sure to mention that email in your follow-up message. This will give them a point of reference and can help increase your chances of getting a response.
7. You’re not tracking your outreach
If you’re not tracking your email outreach, you won’t be able to tell what’s working and what’s not.
You need to monitor your open and reply rates and keep an eye on any trends or patterns in your data.
For example, if you notice that your open rates have been steadily declining, it could be a sign that you need to improve your subject lines.
If you’re not already tracking your email outreach, it’s not too late to start. There are plenty of tools available that can help you track your email performance and make improvements to your campaigns.
8. You’re not testing your emails
You should be A/B testing your outreach emails. Your copy, subject lines, CTAs, and even your personalization can be tested.
By testing, you can see what works and what doesn’t. This will help you understand your audience better and improve your email engagement over time.
But don’t just test for the sake of testing. Make sure you’re testing with a clear goal in mind. And always test one variable at a time.
9. You’re not giving people a reason to reply
One of the biggest outreach mistakes is focusing entirely on what you want, instead of what the recipient gets in return. If your email doesn’t clearly communicate value, there’s little incentive for someone to respond—no matter how well-written it is.
Adding value doesn’t always mean offering money or discounts. It can be access, exposure, useful data, or a mutually beneficial opportunity. For example, referral- or incentive-based outreach can work well when done thoughtfully, because the value exchange is clear from the start.
Tools like ReferralCandy make it easier to structure value-driven outreach by supporting referral and reward-based programs that benefit both parties. Instead of a cold ask, you’re inviting recipients into a win–win scenario—one that feels more collaborative than transactional.
When your outreach is built around clear value, replies feel natural, conversations start faster, and relationships are easier to build.
The takeaway
When it comes to outreach, you can never be too careful. Avoid these mistakes to ensure you’re making a great first impression and getting the results you want.
If your outreach is falling flat, it’s time to mix things up. Try a new template, spend a little more time personalizing your message, or get creative with your subject lines. Even small changes can have a big impact on your reply rates.
Conclusion
These are just a few of the many outreach mistakes that can hurt your reply rates. Fixing these problems won’t guarantee a response, but it will increase the likelihood of one.
