In this post, we’re diving into why your campaigns targeting ecommerce stores might be falling flat.

Let’s be real – ecommerce outreach is fiercely competitive. There are hundreds of providers vying for their attention. Even if your offer is unique, you're still up against a flood of other pitches. So, while your product or service may stand out, the challenge is getting your message seen and acted upon.

The five reasons below are some of the most common pitfalls I’ve seen. Keep these in mind as you review your outreach strategy.

Let’s get into it.

#1 You’re Reaching Out to Generic Email Addresses

And by “generic,” I mean addresses like info@, support@, help@, etc.

It might seem obvious, but it’s a huge mistake. Generic emails often get lost in the shuffle or go straight to customer support teams who aren’t decision-makers. Always aim to reach specific individuals, not just catch-all inboxes.

#2 Your message is way too long

A cold outreach message is not a newsletter.

Your prospect didn’t ask for all the details about your company’s history or the intricate workings of your product. They only care about one thing: What’s in it for them?

Keep your message short and to the point—aim for under 150 words. Anything longer, and it’s likely to get skimmed or ignored altogether.

#3 You don’t tie your message to any benefit

At the end of the day, people care about one thing: themselves.

In the B2B world, that means they’ll only engage with you if you can show them how you’ll either:

1. Help them make more money

2. Help them save time

3. Help them reduce costs

If your message doesn’t communicate at least one of these, you’ve lost their attention.

#4 Your message is too formal

No one wants to read a stiff, corporate-sounding message. Starting with “Dear Sir/Madam” is a surefire way to make your message sound like it’s from another century.

Instead, keep it conversational and human. Address the recipient by their name. Your tone should be approachable but professional—think friendly, not stuffy.

#5 Your Emails Aren’t Landing in Their Primary Inbox

Even if you’ve written the perfect email, it won’t matter if it’s not landing in the main inbox. Deliverability is key, and if your emails are getting stuck in the promotions or spam folder, you’ll never get a response.

I’ve written a full article on how to properly set up your accounts for better deliverability. You can check it out here Tutorial: How to Set Up Email Accounts For Cold Outreach