How To Write Cold Sales Emails

Tell Them Why They Should Care

How to Write Good Cold Emails for Sales

What can you do for your prospect? Dont waste your time or theirs. Clearly and concisely explain your value proposition. Its going to be tough and will take tweaking, testing and wordsmithing different value propositions to get it right, but is tremendously powerful when you nail it.

According to The Challenger Customer, there are now 5.4 decision makers in a complex b2b sales. This means youll likely have different value propositions for each different decision maker. Included in the decision could be the sales manager, the VP of sales, procurement, sales ops, marketing ops and the CRO. Each buyer persona will derive a different value for your product, so craft your value proposition accordingly. If youre new to the sales value proposition or needs some help, I recommend checking out Jill Konraths Value Proposition Kit.

Aim to accomplish this in 1 sentence.

Why This Template Skyrockets Response Rates

The quick question template has a high response rate because it asks very little of your recipient. You arent trying to sell anything all youre asking for is an email address or phone number. This is effective because people are more likely to respond to a request that requires little to no effort on their part.

Additionally, acknowledging that youre unsure of whether or not you have the right contact helps humanize your email, making the recipient more likely to empathize with you and want to help.

Awareness Stage: The Subject Line

Objective: To give the prospect a peek into what your email is about

Subject lines are one of the most important components in your cold email and could single-handedly decide whether your mail gets opened or not.

Whoever said, not to judge a book by its cover, obviously didnt deal with emails.

Did you know that 35% of the recipientsopen rates and response rate solely based on subject lines?

A common mistake sales representatives make here is highlighting, coloring, capitalizing titles and using the power of clickbait to lure the prospect in.

Sadly, the only thing that will do is send your email to spam.

So, stick to these few simple yet effective steps to write a killer cold email subject line.

Best Practices for Cold Email Subject Lines

1. Keep it short at 6-7 words

We know that attention span is reducing, but theres no denying that people arent spending their time online.

So, aim to create a subject line that your prospect will consider.

To get your prospect hooked, keep your subject lines short and crisp. According to research byReturn Path, 50 characters or 6-7 words is the ideal count for a subject line.


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2. Personalize, personalize, personalize

Its widely known that adding the persons name and little personalization elements while offering services evoke a positive response.

But, in the case of cold emails, its actually proven.


3. Create a feeling of urgency

yes, that.


4. Pique their curiosity


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& 14 Ask For An Introduction


Hi ,

I was looking to get introduced to from and saw you were connected to them. I am not sure how well you are connected to them, but I would appreciate an introduction to discuss ways they can work with if the relationship is strong.

Please let me know if you are comfortable doing this. If so, I will send a proper introductory request that you can forward to them.

But this approach is not used often. In theory, the formula may seem not so good, but in this case, I do not think it is. We know that getting a positive response from a prospect is easier if a mutual connection or common connection introduces you. This template has a different approach where the sender asks a stranger to initiate the introduction. It might not work for everyone, but it is not a huge ask also รข if you approach this one in the right way, you might be surprised at the results.

Here, you can find a better alternative cold email strategy to the same.

Hey ,

I was hoping that you might introduce me to at ?

I wanted to connect with him/her because our email list targets a similar demographic with limited overlap. Since our products are non-competitive, I want to get in touch to see if he could brainstorm ways to leverage our existing customer bases to grow both of our lists.

We did this with in the past, and both companies received a 15% increase in new subscribers.

Any help is much appreciated. Thank you!

The Useful Content Email

This Cold Email Template Has A 57% Open Rate

Not all cold emails have to be about selling.

One of the best ways to build a relationship, especially when youre cold emailing, is by adding value to your prospects inbox. Your aim should be to provide value every time a prospect opens one of your emails. Instead of pitching your product right off the bat, send them a valuable resource instead.

Keep it short, and to the point:

Hi ,I read your latest article over on , and you piqued my interest in . Particularly on your points about .During my search, I came across this article on that may be helpful to you and your team and further add to your piece about :Hope you find it useful. Keep up the awesome work!

Content emails work largely because youre not asking the prospect for anything. Youre not trying to book a meeting or see if theyre interested in your product. The only aim here is to provide the prospect with a piece of content that will be useful to them and their team.

However, its essential to not just push your own content onto them. Share the most useful, actionable and valuable content you can find on the topic matter.

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Map Out What Your Prospects Care About

After you have identified your ideal prospect and know who to contact, think about what keeps her up at night and how you can help her solve this pain point. For example, if youre an attorney specializing in small business and you just read in the local paper that a small business is being sued by a customer, thats a problem you could help with. If you offer cybersecurity services, think about the repercussions virus-infected businesses face and how you can prevent them.

The Pas Cold Email Template

The PAS cold email template is a three-part formula:

  • Problem

    Identify a problem specific to the customer youre cold emailing. Twitter, Google, Yelp, Facebook, and other user-driven sites are ideal for pinpointing a problem your recipient may be struggling with.

  • Agitate

    Now that youve identified the problem, poke at it a little. Try and evoke an emotional response from the reader by reinforcing why their problem is so frustrating.

  • Solve

    Offer a solution to the problem. The goal is to convince the reader that your product/service is a no-brainer solution that makes all their problems go away. Make sure this section includes a clear and low-commitment CTA.

  • The template below is designed for a salesperson selling a CRM solution, but it can be easily modified for other products.

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    Generate Hundreds Of Phone Calls

    Cold emailing might be the most effective and untapped form of networking. In fact, its a way to build a network without having to rely on anybody and isnt nearly as nerve wracking as a cold call. But beyond this , cold emailing can be extremely effective for sales, especially if your company is focusing on outbound sales specifically. With a little persistence, patience and creativity, cold emailing can be your foot-in-the-door with new clients.

    That said, cold emailing can also be seen as a nuisance and if done incorrectly, can result in disappointing response rates. With an astronomical number of unread messages sitting in most peoples inboxes, its not hard to see why this is the case a cold email can be very effective or go completely ignored.

    Before we jump into recommendations for writing a great cold email, lets discuss the reasons why people open and respond to emails. In order to see success, any email you send should be intriguing, easy to understand and quick to act on. According to Fast Company, even though tactics for optimizing sales emails are well and good, theyre not as important as understanding your target and sender fit.

    This means that in order to win anyones trust and attention , you must be personal and you must do your homework. Along with adding this kind of personalized touch, make sure your email adds value and is useful. Dont waste the readers time!

    Youre Spying On Their Content

    How to Write Cold Emails for Sales?

    Recent activities on other blogs are also a good conversation starter! Show them youre genuinely interested in their content by sending an email related to their recent blog/ guest post.

    Mentioning Prospects Content Cold Email Template

    Hi },

    I saw the article youve published on sleep cycles.

    Loved how you mentioned polyphasic sleeping, which I tried a while back but didnt have much luck with.

    Have a great day!


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    The You’re A Big Deal Email

    Josh Slone, Content Marketing Manager at LeadFuze, says

    One of the best recent cold emails we received was a great example of B2B personalization. Here are a five reasons why I loved it and one critique:

    Number One: The subject line and the first sentence pair nicely to prompt the open. With the majority of email users being able to read the first several words of your actual email, this sender knew that we would not only see the subject line, but also youre kind of a big deal.

    Number Two: The sender knows his audience. A SaaS startup is going to appreciate a good gif. Ron Burgundy is a hilarious, yet thoughtful choice that continues the big deal theme.

    Number Three: The big deal theme itself. Mentioning your customers more than you mention yourself is a rule that is broken all the time in cold email outreach. This email starts with LeadFuze and ends with how LeadFuze + my company could equal great results.

    Number Four: The proof. Just saying something isnt enough. This has an image that shows us at #1, proving it. I can say youre awesome all day, but if I cant make that compliment touch reality in some way, its worthless smoke.

    Number Five: The way the benefit was introduced. I dont have a single customer at #1 that isnt utilizing their positioning across all of their marketing channels. Nice.

    Josh SloneContent Marketing Manager at

    When To Send Cold Emails

    Well, some people say the best time to send emails is between Tuesday through Thursday. I would say that theres never a good time or bad time to send an email. Definitely, Mondays or holidays are not the best days. Then Friday its a complex day because people are out at least in their minds. Sunday could be also a good day but if you are dealing with people in the Gulf this day is their Mondays.

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    Multiple Call To Actions

    We have seen many emails which include multiple goals associated with it. The messages ask you to subscribe to the newsletter, use their product, and schedule a call. These emails look like the sender is forcing the receiver to do many things.

    In these cases, your goals get divided, and you will not receive the intended result.

    Every email recipient usually ignores these types of emails even if they need a solution over someone who was precise with their message. The sender should always take care that their emails are specific goal-oriented.

    How To Write Cold Emails That Quickly Convert Sales

    How to Write a Cold Email That 33% of Prospects Will Reply to

    Email is an effective way to make contact, if you do your homework before hitting “send.”


    Considering that the average office worker receives a whooping 121 emails per day, its no wonder its a challenge to get your emails read.

    Imagine someone receiving a cold email from you. Why would she open it? She has no idea who you are, what you do or why she should care about what youre offering. Can she even trust that youre legit and not a scammer?

    This doesn’t mean you should completely forget about emailing prospective customers. Email remains one of the best ways to communicate and interact with your audience. Its just that the days of spray-and-pray email are over. Instead, you need to update your approach to cold emailing — and converting — by taking the following steps.

    Related: 3 Cold Email Strategies With High Response Rates

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    Is It Legal To Send Cold Emails

    Sending cold emails is legal. Though it is not a solicited email, you cant label it as spam till it :

    1. Is personalized

    2. Has a relevant subject line

    3. Has the senders name and contact details

    4. Adds value to the email recipient

    5. Aims at building a relationship rather than pushing a sale.

    As long as you comply with the guidelines of regulations like CAN-SPAM, CASL, and GDPR, you can send cold emails without worry.

    Personalize Cold Sales Emails At Scale

    Most cold emails dont need to be hyper-personalized. An easy formula to follow when deciding how to personalize your emails are:

  • Different emails for different targets
  • Research individuals and personalize the first sentence
  • For instance, at Mailshake, two groups that we target are salespeople within sales teams, and consultants doing their own prospecting.

    Obviously, these two groups have different characteristics and pain points, so my emails to both will be different.

    On an individual level, though, I can take 5 minutes per prospect, check their LinkedIn, website, and other social accounts, and find an angle to open my email that connects to my offer and shows that this isnt the exact same email Im sending to hundreds of other people.

    With Mailshake, you can personalize your emails in bulk with powerful mail merge features, schedule follow-up emails that are paused or triggered based on whether a a recipient opens an email, clicks a link, or replies, and reply to leads straight from your Mailshake dashboard with Lead Catcher.

    You can also set the amount of time between follow-ups , and the days and times you want them to send .

    If social media and phone are a part of your outreach cadence, you can include those touch points in your outreach cadences as well with Mailshake Sales Engagement.

    Bottom line: personalizing is absolutely essential to an effective outreach strategy, but its only one piece of the puzzle, and theres no reason why you cant automate it.

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    The Humans Guide To Cold Email

    Do your cold emails sound like they were written by a living breathing human, or a killer robot living in cyberspace?

    Unless youre trying to sell to emotionless robots you probably need to work on establishing a rapport with other humans.

    Weve helped more than 100 tech companies increase their sales revenue by tripling their response rates from sales qualified leads.

    So how did we do this?

    Mind control, bribery, or voodoo magic? No, none of that.

    We just wrote highly-targeted cold emails that sounded human to qualified leads.

    When were you ever excited to get a thoughtless, untargeted emails in your inbox?

    Everyone is sick of getting crappy spam in their inbox, and we are too.

    Our latest guide is dedicated to writing thoughtful and intelligent cold emails that sound human.

    If you read The Humans Guide to Writing Cold Emails, you will learn:

    • What you must do to make sure youre reaching out to only highly qualified leads
    • How to research your prospects like a trained journalist
    • What keywords you should include in every cold email
    • How to write emails that get appointments with C-level executives
    • How to reverse-engineer individual cold emails to create mass-templates to send to thousands

    So, what are you waiting for?

    Dont be a robot. Get the Guide Now.

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