So you want to write a cold email that actually converts, huh? Well, you know I got you! With years of experience in cold outreach, I won’t tell you that there is This One Formula That Just Works - there’s no such thing.

However, what I’m about to show you is a crash course in cold email, with all your questions answered (and plenty of templates to get you started). By the end of this article, you’ll feel like a battle-tested cold outreach expert.

So grab a cup of coffee (this will be a big one – you may want to bookmark it), and let’s dive in!

Wait, Does Cold Email Work?

Is spending time sending cold emails even worth your time? The short answer is: hell yeah.

Don't take my word for it; let's look at the numbers:

These are just a few stats, but the point is clear: email is still king. With a well-crafted cold email, you can connect with potential customers in a personal and effective way.

So, don't be discouraged by the thought of a cold email. Instead, embrace it as a powerful tool in your sales arsenal!

Best Practices: How to Write a Cold Email

Now it's time to learn the ins and outs of how to write a cold email that doesn't suck.

How to Write a Cold Email

Trust me; I've written my fair share of cringe-worthy emails. So here are the tips I’ve picked up from my successes (and failures) so you don’t make the same mistakes!

How Long Should a Cold Email Be?

According to data from Boomerang and my personal experience, a good cold email length is around 100 to 125 words– and no more than 200.

That's enough for around 2 to 5 well-crafted sentences. In fact, emails at this length had a whopping 51% response rate from over 40 million emails in the study.

Now, I know what you might be thinking: "But I have so much to say! I need to show them I'm the best in the biz!"

Hold up there, champ! It doesn't take a novel to get someone interested and hit the critical points of your offer. You want to clearly state who you are and your value proposition.

Don’t be this guy. Source: SalesFolk

People have shorter attention spans and read most emails on their mobile devices. So, by keeping your cold email short and sweet, you show that you value their time and increase the likelihood that they'll actually read your message.

So, don't overthink it. Keep it concise and get to the point. Your prospects will thank you for it.

Remember, the goal of your first cold email is to initiate a conversation - not close the deal immediately!

What Should You Include in a Cold Email?

When it comes to crafting a killer cold email, I’ve broken it down into 5 core components that you should keep in mind:

  • The Subject Line: This is the first thing your prospect will see, so make it count! Your cold email subject line should be short, attention-grabbing, and relevant to the content of your email.
  • The Introduction: Your introduction sets the tone for the entire email. It should be engaging and explain why you're reaching out.
  • The Body: The body of your email is where you'll provide more detail about your value proposition, product, or service and how it can benefit your prospect. Keep it concise and focused on the prospect's needs.
  • The CTA: Your call-to-action (CTA) is what you want your prospect to do next. It should be clear, specific, and encourage them to take action.
  • The Ending/Signature (optional): Your email signature should include your contact information and any relevant links or social media profiles.

Yes, that was a really quick rundown but don’t worry!

We'll dive deeper into each of these components when we get to the actual structure and writing of cold emails below.

What Mistakes Should You Avoid in Cold Email?

I'm a huge believer in learning from other people's mistakes. When it comes to writing cold emails, there are some common errors that you need to avoid at all costs– not only are they embarrassing, but they can cost you big bucks in the end.

Here are some I’ve either seen in the wild or (*gasp*) I’ve committed myself:

  1. Emailing the Wrong Person: Always ensure you're emailing the right person. Avoid “spray-and-pray” methods and use a tool like Findymail to find key decision-makers and their verified email addresses.
  2. Being Self-Centered: Don't make the email all about your offer. Instead, focus on how you can provide value to the recipient.
  3. Being Too Sales-y: Don't make the email feel like a sales pitch. Keep it conversational and focused on building a relationship.
  4. Using Poor Grammar and Spelling: Double-check for spelling and grammar mistakes before hitting “send.” They make you look unprofessional, careless, and spammy.
  5. Over-Explaining: Keep your message short and to the point. Avoid long-winded explanations that might bore the reader.

They’ll get a retaliation, indeed. Source: Cience

  1. Forgetting to Mention Benefits: Be clear about the benefits of your offer (and how it can help the recipient solve their problem or achieve their goals).
  2. Misleading or Unclear Subject Lines: Be honest and clear in your subject line. Avoid using clickbaity tactics to lure the recipient into opening your email– it WILL backfire.

Source: Woodpecker

  1. Using More than One CTA: Keep your email focused on one clear CTA instead of overwhelming the recipient with multiple options.
  2. Not Following up: Most deals are closed in follow-up emails (see the stat above), so don't give up too quickly. Be persistent but respectful.
  3. Not Removing Template Details: Avoid sending emails with placeholder text like [NAME] and [CHALLENGE]. Make sure all template details have been removed and filled in with the correct info.
  4. Going off Topic: Stay focused on the purpose of your email. Don't ramble or go off on tangents.
  5. Using Too Much Professional Jargon: Avoid overly technical or professional jargon. Keep your email simple and easy to understand.
  6. Don't Use Spam Trigger Words: Avoid using certain words and phrases in your cold email that can trigger spam filters and decrease your email's deliverability (more on this later).

Of course, cold email is a legitimate tactic, but if you do it wrong, it can feel spammy to the people on the receiving end. So make sure you aren’t committing these cold email sins, and you’ll have cold email wins!

How Do You Get Attention on a Cold Email?

Getting someone's attention through a cold email can be tough, but there are two main parts where you can really make an impact:

  • The subject line
  • The first two opening sentences

Personalization is key– people are much more likely to respond to messages referencing their names or relevant information. You can also use more creative techniques.

And when I mean personalization, I don’t necessarily mean 1-1 personalization. A message targeted specifically to a segmented audience can feel personalized to the recipient, even though it is addressed to multiple people at the same time.

For example, leverage personalized videos or images in the body of your email. Consider sending a short video introducing you or showing your product in action.

Vidu.io makes video personalization super simple.

Let's say you're a digital marketing agency with ideas for improving the prospect’s website. You could send a mockup of what you would do to change their site to help them get more traffic and customers.

And don't forget about the power of memes and gifs! A well-placed gif or meme can set you apart and show that you're not afraid to have fun.

(Source: Mawla)

Yes, it’s OK to try something new and creative to catch someone's eye– just make sure that it's still relevant to your message.

What’s the Best Time to Send Your Cold Email?

Timing is everything-- even more so when sending cold emails. You don't want your message to get lost in the shuffle, so find the best time to send your email.

There's no one-size-fits-all answer to this question, and it might take some trial and error on your part to find the perfect time for your business. But from my research, the best times of the day to send out cold emails are between 10 AM and 3 PM.

This is when most people are at their desks, have finished their morning coffee, and are tackling the rest of the day.

As for the best days, Tuesday, Wednesday, and Thursday tend to be the most effective. This makes sense because most people are dealing with the Monday blues and getting ready for the weekend on Friday.

However, keep in mind that these are just general guidelines. Your target audience may have different schedules or habits, so it's important to do some testing to find the optimal time to send your emails.

There are a few things you can do to figure out your ideal send time:

  • First, consider your target audience and their schedule.
  • Are they in a specific time zone or industry that might affect their availability?
  • Take note of any patterns you see in your email response rates.
  • Are there certain days or times when you tend to get more responses?
  • Finally, don't be afraid to ask your audience directly.
  • You could send a quick survey to ask when they prefer to receive emails.

Remember, the key is testing to find what works best for you and your audience!

How Do I Send Cold Emails Without Getting Blocked?

Yes, sending cold emails can be tricky. One wrong move and you could end up with your emails being marked as spam, blocked altogether, or in the best case, end up in the Promotions tab.

So, how do you prevent this from happening? Here are 4 things you can do to keep your cold email deliverability high:

1) Email Warmup

Before you start sending cold emails, you have to ensure your email account has a good reputation.

This is where email warmup comes in. It's a process of slowly sending emails over time to build up your credibility and prove that you're a legit sender.

Think about it this way– you create your new business emails and start firing off 100s of emails to random people. While I’m sure you have only the best intentions, email providers won’t see it that way because that’s the same tactic scammers, spammers, and fraudsters use.

Warming up your email account shows the email service that you’re a legitimate business.

Start slowly by sending only a few emails daily and build up the numbers over time.

You can do it manually by gradually increasing the number of emails you send each day. Or you can use email warmup automation tools with their email networks to exchange messages and interact.

Regardless, ensure your email account has credibility so you aren’t wasting time, energy, and money sending emails no one will ever see.

2) Avoid Spam Trigger Words

We all hate spam, right? And you definitely don't want your cold emails to get tossed in the spam folder.

One way to avoid this is by being mindful of the words and phrases you use.

Many email services, like Gmail and Outlook, have spam filters that look for certain trigger words and phrases. You know the ones: they're usually found in those spam emails that somehow make it to your inbox.

Here are a few examples:

  • Money-back guarantee
  • Free
  • Urgent!
  • Call Now
  • Don't Miss Out!
  • Get instant access
  • This isn't spam

These words and phrases are often used in manipulative or pushy messages that make outlandish claims. Steer clear of them!

3) Understand SPF, DKIM, and DMARC

If you want your cold emails to land in your recipients' inboxes, you need to know about three essential things: SPF, DMARC, and DKIM.

These authentication methods let email services like Gmail and Outlook know that your email is legit and not spam.

Here's what each one means:

  • SPF (Sender Policy Framework): This is a way to verify that the domain name in the email address matches the domain name of the server that sent the email. It's like a digital signature that confirms the email came from where it says it did.
  • DKIM (DomainKeys Identified Mail): This method verifies that the email was sent from the domain it claims to be from. It uses a public key to decrypt a digital signature in the email header.
  • DMARC (Domain-based Message Authentication, Reporting, and Conformance): This is a more advanced authentication method that builds on SPF and adds another layer of protection. It lets email services know what to do with emails that fail the SPF and DKIM checks.

By using these authentication methods, you're showing email services that you're a legitimate sender and not a spammer.

4) Validate Email Addresses

The key to any successful email campaign is ensuring you send messages to valid and legit email addresses. You'll have a bad time if you send messages to the wrong or invalid email addresses.

Trust me; nothing is worse than getting a bunch of hard bounces or ending up on blocklists after you spent hours crafting your email copy.

The first step to validating email addresses is to check the format. Typically, an email address consists of a prefix, the "@" symbol, and the domain, like "[email protected]”. But even if you get the format right, you still need to verify the email.

Fortunately, tools like Findymail help you find and verify email addresses.

Findymail helps you find email addresses and ensure they’re valid, increasing your deliverability and response rates.

Step-by-Step Guide to Structuring Cold Emails that Convert

Sorry I’ve kept you waiting, but now it’s time for the juicy part– crafting cold emails that get real results.

Step #1: Research Your Targets

Research is where the real magic happens. This step is crucial for understanding your core targets and how to connect with them.

You need to get a good grasp on their age, gender, location, job title, industry, interests, behavior, and anything else that can help you target those key people most likely to buy into what you’re selling.

To get started, ask yourself some questions like:

  • Who is my audience?
  • Are there enough people to fill this need?
  • What are their pain points?
  • Will they benefit from my product/service?
  • What drives them to make a final decision?

But don't stop there! Use tools like B2B contact databases, data enrichment services, and social media to get a better understanding of your target demographic. Then, segment your audience and tailor campaigns to specific interests.

An AI Hack for Building Great Lead Lists

One hack that I recently discovered was using LinkedIn Sales Navigator in tandem with AI solutions like ChatGPT.

Use the following prompts on ChatGPT:

  • What job titles will I run into that are not decision-makers when searching for [ICP]
  • What common words will [ICP] have in their profile on LinkedIn
  • What industries will [ICP] be listed under on LinkedIn
  • What keywords can I use to find [ICP] on LinkedIn
  • Where are the majority of [ICP] companies based?

This should give you plenty of options for filters to narrow down your Boolean Sales Nav searches!

Step #2: Write a Killer Cold Email Subject Line

Now that your targets are sussed out, it’s time to start working on the email! First up is the subject line– I mean, it’s literally the first thing people see in their inbox, and it decides if they’ll open your email.

And remember, a good subject line goes a long way, boosting response rates by over 50%.

Now, what works for my leads might not work for yours. You can’t skip the legwork and experimentation. But, after being in the cold outreach game for so long, I've boiled it down to four core principles that anyone can use to start writing killer subject lines today:

  1. Information gaps: Tease the reader that there’s something good in the email, but don’t give it all up right away.
  2. Current utility: On the opposite end, put your value proposition right there so they know it’s useful.
  3. Creative personalization: Go beyond just using a name– include their goals, interests, reference people they know, etc., to show this email is truly for them.
  4. FOMO & urgency: But none of that spammy clickbait stuff, OK? Most people make decisions based on emotions, so use this to your advantage to get your email opened.

And for extra points, you can always use some catchy subject lines or spice up subject lines with emojis to separate yourself from the riff-raff in people’s inboxes.

Step #3: Write a Winning Introduction

After you've hooked them in with the killer subject line, it's time to make a great first impression with your introduction.

You can take a few different approaches to break the ice and get your prospect's attention.

Like subject lines, you can tap into FOMO and create a sense of urgency.

Another method is to dive right into their pain points and challenges, showing that you understand their struggles.

But my personal favorite is to inject some personality and humor into the mix with an inside joke or clever quip, especially if you're dealing with people in tech or a similar, casual crowd.

If you can relate to your audience, go for it! Just remember to smoothly segue into your sales pitch so you keep their attention.

Step #4: Craft the Right Pitch

Now it's time to get into the meat and potatoes of your email– the pitch!

Remember these two important things when you're writing the body of your email:

  • Don't be too sales-y or pushy. You want to entice your reader with your offer, and let the product/service sell itself.
  • Focus on the benefits, not just the features.

And the secret, third thing is knowing how to speak to the seniority level you’re targeting:

If you’re speaking to a CEO, they won’t care about SEO backlink quality (if that’s your pitch). However, they will care about the revenue that increased visibility gets them – use that as your argument.

Here’s a great pitch example I found on Litmus:

If you create a template to mass-personalize, use Spintax to switch things up and create unique texts for each email. This will be great for your deliverability!

You'll also want to decide whether to use plain text or add visual pizzazz with HTML. (Spoiler alert: plain text usually performs better and bypasses the Promotions tab.)

Step #5: Close the Deal with a Compelling CTA and Signature

Last but certainly not least is the call to action.

This is where you urge the reader to take the desired action, such as visiting your website, signing up for an offer, or scheduling a meeting. Here are a few tips to help you write a CTA that converts:

  • Use an action verb: Make sure your CTA includes words or phrases like "buy," "sign up," "click here," "download," "find out," etc., to encourage the reader to take action.
  • Add a reason: Your CTA should communicate the value proposition and explain how your product/service can help the reader achieve their goal or solve their pain point.
  • Create FOMO or urgency: FOMO is a powerful motivator, so use it to your advantage wherever possible—for example, add a deadline or a limited offer.
  • Be creative: Be bold and use humor or creativity in your CTA. A memorable CTA that evokes emotion is more likely to be followed through.

Remember to include a clean and helpful signature!

A sound email signature will provide additional info about you and your business, such as your contact details, website, and social media profiles. This helps to establish credibility and makes it easier for the recipient to connect with you.

Pro-Tip: Get Personal

I always stress the importance of personalization when it comes to cold emails. It helps you stand out from the barrage of other emails that people receive daily.

You can personalize your emails in a few ways, such as using the recipient's name in the subject line or greeting, mentioning specific pain points or challenges they are likely facing, or even referencing a recent news article or event related to their industry.

To personalize effectively, you can research the recipient during the initial prospecting. You can do it manually or use data enrichment tools.

How to Build a Winning Cold Email Campaign

So, you've got your email ready! Now, it's time to start building your email sequence.

An email sequence is a series of automated emails that are sent out to your leads over some time (I recommend a month). This allows you to keep in touch with them and move them through your sales funnel if they don’t convert after the first cold email.

To build a winning email sequence, you'll need to include:

  • A series of 2-5 emails: Your email sequence should contain at least 2-5 emails. This will give you enough time to introduce yourself, build rapport, and make your pitch.
  • Value-packed content: Each email in your sequence should provide value to your leads. This can be in the form of a helpful tip, a resource, or an exclusive offer.
  • Personalization: Just like with your first cold email, personalization is a must.
  • A clear call-to-action: Each email should have a clear call-to-action that tells your leads what you want them to do next.
  • Timing and frequency: Space out your emails so you're not bombarding your leads. Aim to send an email every 3-5 days, and test and adjust based on your open and click-through rates.
  • Follow-up: Don't forget to follow up with your leads who don't respond to your emails.

A nice and polite follow-up email. Source: HubSpot

To make things easier, you can use an email automation tool like Woodpecker or Quickmail to create and manage your email sequences.

Here’s an example from Nerdy Joe that I love:

First Email: Introduction

Subject line: Is this you, [[First_name]]?

Hi [[First_name]],

[[Icebreaker]]

So, I’m reaching out to ask you a quick question: [[Intriguing question]]

Asking because I just finished [[Service]] for [[Client]], and achieved [[Metrics]] — resulting in revenues approaching 7 figures.

My guess is these are results you'll want to have at [[Company]]. And given [[Company]] similarity with [[Client]], implementing our strategy will yield the same crazy results.

That said, I'd like to show you how this strategy can be useful to the marketing team at [[Company]].

Is this something you're interested in?

[[Sender Name]]

Second Email: More Benefits

Subject line: How to achieve [[Results]]

Hey [[First_name]],

In my previous mail, I talked about the strategy that generates crazy results.

Today I want to tell you about one aspect of the strategy. This step alone can make or break your campaign. But don't worry, I'll share it with you, and you can quickly implement it at [[Company]].

[[Strategy]]

[[How to]]

[[Predictable results]]

Now you are probably wondering if this will work.

Well, the answer is YES. I know because [[Client]] has implemented it and [[Social proof]].

That is, [[First_name]], part of what you get when you sign up for the strategy.

If you are interested, just click the YES button below to schedule a discovery call.

Yes!

[[Sender Name]]

Third Email: The Objection

Subject: But what if [[Objection]]?

Greetings, [[First_name]].

So, you probably are thinking [[Objection]]. I get that. You’re not the only one who feels that way. In fact, both clients I mentioned in my previous email had to ask me the same question.

What if [[Objection]]?

But here is what I always tell them. [[Handle objection]].

Does it make sense if we explore how you can use our [[Solution]] to [[Goal]]?

Is next week a good time to do the implementation talks? Let me know what time works best for you.

Best,

[[Sender Name]]

Fourth Email: The Strong Sell

Subject line: [[Objection]]

Hi [[First_name]],

I want to tell you the story of [[Client 1]] who...[[Tell a story and handle some more objections.]]...And he ended up making [[Results]].

Why am I telling you this?

Well, because just like you, [[Client 1]] also had [[Problem]], but by using our strategy, they were able to [[Results]].

This, too, can be you, if you want, [[First_name]].

Does it make sense if we talk about how to attack [[Problem]] and help [[Company]] have [[Results]]?

If so, reply YES to this email or click here!

[[Sender Name]]

These are just a few templates, but they illustrate what a good email sequence will look like.

Using the Right Tools for the Job

Sure, you can send cold emails manually, but let's be honest– that's a lot of work. That's where cold email outreach tools come in handy.

Some popular cold email outreach tools include Apollo.io and Instantly (which Findymail integrates with, so you find verified email addresses on auto-pilot). These tools offer features such as email automation, personalization, lead generation, and analytics to help you track your campaigns.

To help you out, I've curated a list of my favorite tools for each cold outreach purpose:

Top 3 Cold Email Templates

Cold Email Template #1

This first one is one of my favorites. When I’m in doubt, I customize it and use it as a starting point – I hope it’ll help you, too!

Subject: quick question

Hey [Recipient's Name],

I noticed {reason for reaching out}

Usually that means {problem you’re solving}

Does that resonate with you as well?

-[Your Name]

Cold Email Template #2

One sentence cold email.

Hi [First Name].

We {your unique offer}

Mind if I share some info?

-[Your Name]

Cold Email Template #3

Hey [First Name],

{{relevance (truth about a prospect} }}

{{pain question}}

{{offer sentence with social proof}}

{{CTA}}

[Your Name]

Optimizing Your Cold Email Success Rate

We're almost at the end of this ultimate cold email guide. Before we wrap up, let me share some tips to increase your success rate:

First things first, make sure to qualify your leads. You don't want to waste your precious time selling to people with zero interest in your product or service. So, ask the right qualifying questions from the get-go and determine if they’re worth pursuing.

Next up, do your homework. Learn everything you can about your leads so your emails are targeted and hyper-personalized. Trust me, taking the extra time to personalize your emails will pay off big time.

Power up your CTA with social proof. You can say something like, "Join the hundreds of satisfied customers who have already transformed their business with our product." Social proof and research can go a long way and increase your conversion rates by 40% or more.

Avoid getting bounces. I’ve discussed this before, but I want to emphasize the importance of warming up your email account, avoiding spamming, and verifying those email addresses. Monitor your email deliverability to prevent any problems, and remember – it’s not a one-and-done!

Lastly, test, refine, and test again! A/B testing (subject lines, pitches, and sending times) is crucial to finding your winning formula. Experiment to see what works best for your audience!

You’re Ready to Get Your Cold Emailing on!

Whew! This one is dense, but I hope you found it helpful!

Let’s see if you remember the steps:

  • Step 1: Set up your sending accounts with email warmup, SPF, DKIM, and DMARC records.
  • Step 2: Build a lead list and verify the email addresses on it so you avoid bounces.
  • Step 3: Create a cold email sequence. At the very least, set up the initial cold email and two polite follow-ups.
  • Step 4: Personalize your email content to the recipients. It’s easiest to segment your audience according to problems or goals (and their industries), so you can templatize the campaigns.
  • Step 5: Launch and A/B test your campaign!

Feel free to use the templates I’ve shared in this article! Each section has specific examples, so customize them to your audience and get out there!

I promise you: there’s nothing like experience to teach you what works and what sells like ice cream on a hot summer’s day.

Happy cold emailing!