A lot of people are facing deliverability issues right now, but I don’t think the answer is that “cold email is dead.”
Every problem has a solution. The bigger issue is that many teams are still using the same practices they were using 1–2 years ago. When those tactics stop working, they assume the channel itself is dead.
I’ve been in cold email for 4+ years, and every 2–3 months there’s usually a new deliverability challenge, whether it’s domain burn, filtering, bot clicks, or something else. The way to deal with it is through continuous testing, finding what works, and then implementing the solution at scale.
From a deliverability perspective, the systems I’m currently running for my clients are performing well and generating good reply rates.
That said, response rates will always vary by industry and offer. AI services, for example, are extremely competitive right now, so getting positive responses can be more challenging simply because prospects are being approached by countless similar companies.
Cold email isn’t dead. The old playbook is. The teams that keep testing and adapting are the ones still getting results.
