5+ Steps to Mastering the Art of Cold Email

One of the scariest things a marketer can do is send cold emails.

A well-written cold email can unlock many things: A new client, a new business partner, a new sponsor, and even top talent.

Most cold emails, however, unlock… well, nothing.

But let’s face it: at some point in your career, you’ll probably find yourself sending them to build relationships, backlinks, or just awareness.

Kevin “KD” Dorsey, a sales professional, recently hopped on a podcast to share some valuable tips for successful and less terrifying cold emailing.

Here are our favorite takeaways we think could help you too:

Don’t use templates

There’s a good chance your first, second, or even third emails won’t get read.

But if the recipient finally does open the fourth email, you don’t want them to open a template. They’ll delete you faster than you can say “Hello.”

Instead, use copywriting principles to craft cold emails that stand out.

The most important part of your email? The “from” line

Dorsey once received an email from the famous author Arianna Huffington… without a subject line.

Did he open it? You bet he did.

Your first goal is to become a “who” worth opening.

This doesn’t mean you need to become a celebrity, but being well-known in your industry will boost the response rate of your emails.

Customization is not personalization

Customization is when you change the names in an email template.

Personalization is when you write an email only the recipient will understand.

Ask yourself: If you could send only one email to this person, what would you send?

Leave voicemails

After you send an email, leave a voicemail. Don’t ask them to call you back; ask them to read your email.

It’s a mini distribution model, and it’s far less scary to the recipient.

Master the magic of cold email with this simple structure

This section will show you a simple framework for writing cold emails that your recipients actually want to read and respond to.

First, the structure

The best cold emails usually follow the same formula:

  • Introduction: Say who you are.
  • Personal connection: Something interesting to show them you care.
  • Context: Tell them why you’re emailing.
  • Value proposition: Explain why they should care about the thing you’re emailing about.
  • Call-to-action (CTA): One simple and specific action you’d like them to take.

You shouldn’t need more than 150 words to cover all of these things. And if you follow the structure above, your cold emails will be better than most.

Second, three considerations to keep in mind

  • You won’t sell anything with your first email. People don’t trust you yet. So instead of asking for sign-ups or demos, ask a question to gauge interest in your product. You can also suggest a quick call, but this is less likely to get you replies.
  • Personalization is usually the make-or-break. If there’s a line in your email that shows you did legitimate research on the person you’re emailing, you’re golden.
  • Most business owners read hundreds of cold emails every year. Truth is, most people you want to reach already get lots of cold emails. So the less generic your message is, the better.

Cold emails can work like magic… But only when you write them with some magic of your own.

How to write good subject lines for cold email outreach

Getting results by sending cold emails to as many folks as possible is never easy.

Writing good subject lines can help.

But you have to be careful not to write clickbait subject lines, or overly promotional subject lines.

Like these, for example:

  • Clickbait subject line: Urgent question
  • Promotional subject line: Need help falling asleep? Our mattresses are 20% off this week.

You can definitely do better than this.

Maybe clickbait subject lines may get you high open rates, but they do a bad job of qualifying the reader.

The wrong people might be opening your emails. Plus, these sorts of subject lines are irritating for most people.

And while promotional subject lines may qualify intent a little better, you might lose some clicks because people know they’re being sold to.

So instead of writing clickbait, you can write for intrigue. Here are a few examples:

  • Thoughts on [Company Name]?
  • [Company Name] question
  • How are you managing [thing your product solves]?
  • Dealing with [problem your product solves]?
  • Question about your [problem your product solves]

One final tip

Remember to write an intriguing subject that relates to the content of your email.

That way you’ll get the high opens, plus the results you’re looking for.

Software Blade

SoftwareBlade.com covers today's software and tomorrow's emerging technology.

Leave a Reply

Your email address will not be published.