5 Expert Tips on How to write a good cold email

How to Write a Good Cold Email That Actually Gets a Response

Cold emailing is a powerful tool for lead generation, networking, and career advancement, but only if done right. Too many cold emails end up in the spam folder or, worse, ignored. This article will focus on crafting hyper-personalized cold emails that resonate with recipients, increasing your chances of getting a response and achieving your desired outcome. We’ll delve into specific techniques, tools, and strategies to elevate your cold email game from generic outreach to targeted, valuable communication.

Table of Contents

• Research and Segmentation: The Foundation of Personalization
• Crafting Compelling Subject Lines: Capturing Attention Immediately
• Personalization Beyond Names: Demonstrating Genuine Interest
• Call to Action and Follow-Up: Guiding Recipients Towards Engagement

Research and Segmentation: The Foundation of Personalization

Before you even think about writing a single word of your cold email, thorough research and careful segmentation are absolutely critical. Sending generic emails to a broad audience is a surefire way to get ignored or marked as spam. Understanding your target audience, their needs, and their pain points allows you to craft highly relevant and personalized messages that actually resonate. This involves identifying the right people, the right companies, and the right context for your outreach. Without this groundwork, your cold email efforts are likely to be a complete waste of time.

Identifying Your Ideal Prospect

The first step is defining your ideal prospect. Consider factors like job title, industry, company size, and even their interests. Use tools like LinkedIn Sales Navigator, Crunchbase, and industry-specific databases to identify individuals who fit your criteria. The more specific you are, the better you can tailor your messaging.

• LinkedIn Sales Navigator: A powerful tool for finding leads based on specific criteria. It allows you to filter by industry, location, job title, company size, and more. You can also save leads and track their activity.
• Crunchbase: Excellent for researching companies, understanding their funding history, and identifying key employees. Useful for finding fast-growing startups or companies with specific needs.
• Industry Associations: Many industries have associations with member directories. These directories can be a goldmine for finding relevant contacts.

Segmenting Your Audience for Tailored Messaging

Once you’ve identified your prospects, segment them into groups based on shared characteristics. This allows you to tailor your message to each segment’s specific needs and interests. Common segmentation criteria include industry, company size, job title, and pain points.

For example, let’s say you’re selling a project management software. You might segment your audience into three groups:

• Small Businesses: Focus on affordability, ease of use, and time savings.
• Medium-Sized Businesses: Highlight collaboration features, scalability, and integration with existing tools.
• Enterprise Companies: Emphasize security, compliance, and customization options.

By segmenting your audience, you can create messaging that directly addresses their specific concerns and motivations, making your email much more likely to resonate.

Researching Individual Prospects

Beyond segmenting your audience, it’s crucial to research individual prospects. This is where you uncover the specific details that will allow you to personalize your email beyond just using their name. Look for information about their recent activities, their company’s initiatives, and their personal interests.

Here are some places to find this information:

• LinkedIn: Check their profile for recent posts, articles, and accomplishments. Look for shared connections or interests.
• Company Website: Read their “About Us” page, blog posts, and press releases to understand their mission, values, and current projects.
• Google News: Search for their name and their company to see if they’ve been mentioned in any recent articles.
• Twitter: See what they’re tweeting about and who they’re engaging with. This can give you insights into their interests and opinions.

Example: Let’s say you’re reaching out to a marketing manager at a SaaS company. You find on their LinkedIn profile that they recently published an article about the importance of data-driven marketing. You can use this information to personalize your email by mentioning the article and sharing your own thoughts on the topic.

Example Cold Email Snippet (Personalized):

Hi [Name],

I came across your article on data-driven marketing on LinkedIn, and I was particularly impressed with your point about [Specific point from the article].  We've seen similar success with our clients by [Briefly explain your solution].

Would you be open to a quick chat to discuss how we can help [Company] achieve similar results?

This level of personalization shows that you’ve done your research and that you’re genuinely interested in their work. It’s far more likely to get their attention than a generic email.

Expert Tip: Automate where you can, but don’t automate personalization. Use tools to collect and organize information, but take the time to manually craft personalized messages based on that information.

Crafting Compelling Subject Lines: Capturing Attention Immediately

Your subject line is the gatekeeper to your email. If it fails to grab the recipient’s attention, your carefully crafted message will never be seen. In a crowded inbox, your subject line needs to stand out and entice the recipient to open your email. It’s the first impression, and it needs to be a good one. A strong subject line is concise, relevant, and intriguing, hinting at the value you offer without giving everything away.

The Importance of a Strong Subject Line

Think of your subject line as a movie trailer. It needs to be compelling enough to make someone want to watch the whole movie (read your email). A bad subject line is like a boring trailer that makes you want to skip the movie altogether. It’s estimated that 35% of email recipients open email based on the subject line alone. That’s a huge percentage, and it highlights the critical role your subject line plays in the success of your cold email campaign.

Strategies for Writing Effective Subject Lines

Here are some strategies for writing subject lines that get opened:

• Personalization: Use the recipient’s name or company name. Example: “Quick question for [Name] at [Company]”
• Curiosity: Create intrigue and make the recipient want to learn more. Example: “The secret to [Achieving a desired outcome]”
• Value Proposition: Clearly state the benefit you offer. Example: “Increase [Metric] by [Percentage] with our solution”
• Urgency: Create a sense of immediacy. Example: “Limited-time offer for [Company]”
• Question: Ask a question that piques their interest. Example: “Are you struggling with [Pain Point]?”
• Relevance: Refer to something specific about their company or industry. Example: “Saw your post on [Topic] – interesting insights!”

Avoid these common mistakes:

• Generic greetings: “Hello,” “Hi,” or “Greetings” are impersonal and easily ignored.
• Salesy language: Avoid words like “free,” “guaranteed,” or “best.”
• All caps: Using all caps is considered shouting and will likely land your email in the spam folder.
• Clickbait: Don’t make promises you can’t keep.

Subject Line Examples and Analysis

Example: Let’s say you’re contacting a sales director at a technology company about your lead generation services. A generic subject line might be “Lead Generation Services.” A more compelling subject line would be “Increase [Company]’s qualified leads by 20%.”

Why does the second subject line work better?

• It’s specific and quantifiable. It tells the recipient exactly what they can gain.
• It’s relevant to their role. Sales directors are always looking for ways to generate more leads.
• It’s intriguing. It makes them want to learn how you can help them achieve that 20% increase.

A/B Testing Subject Lines: Don’t be afraid to experiment with different subject lines to see what works best. A/B testing involves sending two different versions of your email to a small segment of your audience, with only the subject line being different. Track the open rates to see which subject line performs better. Use the winning subject line for the rest of your campaign.

Expert Quote: “Your subject line is the first (and often only) opportunity to make a good impression. Don’t waste it.” – Neil Patel

Personalization Beyond Names: Demonstrating Genuine Interest

In today’s digital landscape, simply inserting a recipient’s name into a generic email isn’t personalization—it’s a bare minimum. True personalization goes deeper, demonstrating a genuine understanding of the recipient’s needs, interests, and challenges. This involves tailoring your message to their specific context, showing that you’ve done your homework and that you’re not just sending out a mass email. It’s about making them feel like you’re talking directly to them, not just to anyone who happens to fit a certain profile.

Crafting a Personalized Opening

The opening of your email is crucial for setting the tone and establishing a connection with the recipient. Avoid generic greetings like “Dear Sir/Madam” or “To Whom It May Concern.” Instead, use the recipient’s name and a personalized opening line that shows you’ve done your research.

Here are some examples of personalized opening lines:

• “I enjoyed your recent presentation at [Conference] on [Topic]. Your insights on [Specific point] were particularly insightful.”
• “I noticed you’re a member of the [Industry Association]. I’m also a member and have found it to be a valuable resource.”
• “I saw you recently shared an article on [Topic] on LinkedIn. I found it to be very thought-provoking and wanted to share my thoughts on [Related topic].”
• “I’ve been following [Company]’s work in [Industry] for some time and I’m impressed with your recent success in [Specific achievement].”

These opening lines show that you’ve taken the time to learn about the recipient and their company. They’re much more likely to grab their attention than a generic greeting.

Referencing Specific Content or Projects

One of the most effective ways to personalize your email is to reference specific content or projects that the recipient has been involved in. This shows that you’re paying attention to their work and that you’re genuinely interested in what they’re doing.

For example, you could reference:

• A recent blog post they wrote.
• A presentation they gave at a conference.
• A project they led at their company.
• An article they were featured in.

When you reference specific content or projects, be sure to provide a genuine comment or ask a thoughtful question. This shows that you’ve actually read or watched the content and that you’re not just mentioning it for the sake of personalization.

Example: “I read your recent blog post on [Topic] and I particularly appreciated your point about [Specific point]. I’ve seen similar results with my own clients by [Briefly explain your solution]. What are your thoughts on [Related question]?”

This example shows that you’ve read the blog post, that you understand the recipient’s perspective, and that you’re interested in their opinion.

Connecting on a Personal Level (When Appropriate)

While it’s important to maintain a professional tone, connecting on a personal level can help you build rapport with the recipient. This could involve mentioning a shared interest, a mutual connection, or a common experience. However, be careful not to be too personal or intrusive. Only connect on a personal level if it feels natural and appropriate.

Example: “I noticed we both attended [University]. I have fond memories of my time there. Were you involved in [Specific activity or organization]?”

Example: “I saw that you’re a fan of [Sports team]. I’m also a big fan and I’m excited about their chances this season.”

Warning: Avoid making assumptions or stereotypes based on someone’s background or interests. Focus on genuine connections and shared experiences.

Example Cold Email Snippet (Highly Personalized):

Hi [Name],

I'm reaching out because I saw your recent LinkedIn post about the challenges of scaling a SaaS business, specifically regarding [Specific challenge mentioned in the post].  At [Your Company], we've helped companies like [Similar Company] overcome similar obstacles by [Briefly explain your solution and its results].

I was particularly interested in your point about [Specific point from the post] and wondered if you've considered [Alternative solution or approach].

Would you be open to a brief conversation to explore how we could help [Company] address these scaling challenges and achieve [Desired outcome]?

This example demonstrates a deep understanding of the recipient’s current challenges and offers a relevant solution. It also shows that you’ve been paying attention to their online activity and that you’re genuinely interested in helping them.

Call to Action and Follow-Up: Guiding Recipients Towards Engagement

Your cold email is designed to elicit a specific response. A clear and compelling call to action (CTA) is essential for guiding recipients towards that response. A vague or nonexistent CTA leaves recipients unsure of what to do next, reducing the likelihood of engagement. Furthermore, effective follow-up is crucial for maximizing response rates. Most people are busy, and a single email is often not enough to get their attention. Consistent and strategic follow-up can significantly increase your chances of getting a response.

Crafting a Clear and Concise Call to Action

Your call to action should be clear, concise, and specific. Tell the recipient exactly what you want them to do. Avoid vague language like “Let me know what you think” or “Get in touch.” Instead, use action-oriented verbs and specific requests.

Here are some examples of effective calls to action:

• “Would you be open to a brief 15-minute call next week to discuss how we can help [Company] achieve [Desired outcome]?”
• “I’ve attached a case study that shows how we helped a similar company increase their [Metric] by [Percentage]. Would you be interested in taking a look?”
• “I’d be happy to provide you with a free demo of our product. Are you available for a quick demo next week?”
• “If you’re interested in learning more, you can download our free guide on [Topic] here: [Link]”
• “Could you point me in the direction of the right person to speak with about [Specific topic] at [Company]?”

The best CTA will depend on the specific goal of your email. If you’re trying to schedule a call, ask for a specific time and date. If you’re trying to get them to download a resource, provide a clear link. Make it as easy as possible for the recipient to take the desired action.

Example: Instead of saying “Let me know if you’re interested,” try “Would you be available for a 15-minute call on Tuesday at 2 PM EST to discuss [Specific topic]?”

Why is the second CTA better?

• It’s specific. It tells the recipient exactly what you’re asking for.
• It’s time-bound. It gives the recipient a specific timeframe to consider.
• It’s easy to respond to. The recipient can simply say “yes” or “no.”

The Importance of Following Up

Don’t be afraid to follow up if you don’t hear back from the recipient. Most people are busy and may have simply missed your email. Following up shows that you’re persistent and that you’re genuinely interested in connecting with them.

According to research, sending a single follow-up email can increase your response rate by 22%. Sending multiple follow-up emails can increase your response rate even further.

Strategies for Effective Follow-Up

Here are some strategies for following up effectively:

• Wait a few days before following up. Don’t follow up immediately after sending your initial email. Give the recipient some time to respond. A good rule of thumb is to wait 3-5 business days.
• Keep your follow-up emails short and concise. Don’t repeat everything you said in your initial email. Simply reiterate your value proposition and your call to action.
• Provide additional value in your follow-up emails. Share a relevant article, a helpful resource, or a piece of industry news. This shows that you’re not just trying to sell them something, but that you’re also trying to provide value.
• Vary your subject lines. Don’t use the same subject line for every follow-up email. Try something different to capture their attention.
• Use a follow-up sequence. Automate your follow-up process using a tool like Mailshake, Outreach, or Reply.io. This will ensure that you don’t forget to follow up and that you’re sending consistent and timely emails.

Example Follow-Up Email:

Subject: Following up on [Previous Subject Line]

Hi [Name],

Just wanted to follow up on my previous email regarding [Briefly mention the topic of your initial email].

I recently came across this article on [Relevant topic] that I thought you might find interesting: [Link]

Would you still be open to a quick chat next week to discuss how we can help [Company] achieve [Desired outcome]?

Best,

[Your Name]

This follow-up email is short, concise, and provides additional value. It also reiterates the call to action and makes it easy for the recipient to respond.

Example Follow-Up Sequence:

• Email 1 (Initial Email): Sent on Day 0.
• Email 2 (Follow-Up): Sent on Day 4. Subject line: “Following up on [Previous Subject Line]”. Content: Briefly reiterate the value proposition and call to action.
• Email 3 (Value-Added Follow-Up): Sent on Day 7. Subject line: “Interesting article on [Topic]”. Content: Share a relevant article or resource. Reiterate the call to action.
• Email 4 (Break-Up Email): Sent on Day 14. Subject line: “One last attempt to connect”. Content: Express your disappointment at not being able to connect. Offer to remove them from your list.

The “break-up email” is a final attempt to get a response. It’s also a courteous way to let the recipient know that you’re not going to continue emailing them. Surprisingly, break-up emails often generate a response.