How to Write a Cold Email That Gets Replies

How to Write a Cold Email That Gets a Response

Cold emailing can feel like shouting into the void, but it’s a powerful tool for connecting with potential clients, partners, or employers. The key is crafting emails that are targeted, personalized, and offer genuine value. This article will guide you through the process of writing effective cold emails, focusing on creating compelling subject lines, personalizing your message, and crafting a clear call to action that increases your chances of getting a positive response.

Table of Contents

• Crafting Compelling Subject Lines
• Personalizing Your Message Effectively
• Writing a Clear and Concise Email Body
• Creating a Strong Call to Action
• Following Up and Tracking Your Results

Crafting Compelling Subject Lines

The subject line is the gatekeeper to your email. If it doesn’t grab attention, your email will likely end up in the trash. A compelling subject line is relevant, intriguing, and short. It should give the recipient a reason to open the email without being clickbait or misleading. Think of it as a promise of value that you need to deliver on in the body of the email.

Keep it short and sweet

Aim for a subject line of 5-7 words. Mobile devices often truncate longer subject lines, so brevity is key. Focus on the core benefit or question you want to highlight.

Example 1: Good Subject Line (Short & Benefit-Driven): “Improving your team’s project workflow?”
Explanation: This is concise, poses a direct question related to a common business need, and hints at a potential solution within the email. It targets the recipient’s professional concerns directly. Example 2: Bad Subject Line (Too Long & Generic): “Checking In – Regarding Potential Synergies and Future Collaboration Opportunities for Long-Term Growth Strategies”
Explanation: This subject line is far too long and uses generic business jargon. It doesn’t offer any specific value or pique the recipient’s interest. It reads like spam.

Personalize whenever possible

Adding the recipient’s name or company name to the subject line can significantly increase open rates. Use mail merge tools or CRM integrations to automate this process.

Example 1: Good Subject Line (Personalized): “[Recipient Name], quick question about [Company Name]’s marketing”
Explanation: This subject line immediately grabs attention by using the recipient’s name. It also mentions their company, showing that you’ve done your research. The phrase “quick question” suggests a low-commitment interaction. Example 2: Bad Subject Line (Impersonal): “Valuable Business Opportunity”
Explanation: This is a generic and overused subject line that screams “spam.” It provides no personalization and offers no specific reason for the recipient to open the email.

Create a sense of urgency or curiosity

Triggering curiosity or a fear of missing out (FOMO) can be effective, but be careful not to be manipulative. Use phrases like “Limited Time Offer” or “Exclusive Invitation” sparingly and only when they are genuinely true.

Example 1: Good Subject Line (Curiosity-Driven): “3 ideas to boost [Company Name]’s website traffic”
Explanation: This subject line sparks curiosity by promising specific, actionable ideas. It also shows that you’ve thought about the recipient’s business and have something valuable to offer. Example 2: Bad Subject Line (Misleading Urgency): “URGENT: Claim your FREE iPad Now!”
Explanation: This is a classic example of a spammy subject line. It uses excessive capitalization and a false sense of urgency to trick people into opening the email. This type of subject line will likely damage your reputation and lead to your email being flagged as spam.

Test different subject lines

A/B testing is crucial for optimizing your subject lines. Send different subject lines to small segments of your audience and track which ones perform best in terms of open rates. Use tools like Mailchimp or HubSpot to facilitate A/B testing.

Subject Line	Open Rate
Improving your team’s project workflow?	22%
[Recipient Name], quick question about [Company Name]’s marketing	35%
3 ideas to boost [Company Name]’s website traffic	28%

Expert Tip: Avoid using all caps, excessive exclamation points, or spam trigger words like “free,” “guarantee,” or “opportunity.” These can trigger spam filters and decrease your deliverability.

Personalizing Your Message Effectively

Personalization goes beyond just using the recipient’s name. It’s about demonstrating that you understand their needs, their company, and their challenges. Effective personalization requires research and tailoring your message to resonate with their specific situation. The more relevant and targeted your message, the higher the chances of getting a response.

Research your prospect

Before writing a single word, spend time researching your prospect. Visit their LinkedIn profile, their company website, and their blog (if they have one). Look for information that will help you understand their role, their responsibilities, and their interests.

Example 1: Researching on LinkedIn
Scenario: You’re reaching out to a VP of Marketing at a SaaS company.
Action: Review their LinkedIn profile for recent posts, articles they’ve shared, and groups they belong to. Note any recent accomplishments or challenges they’ve mentioned.
Expected Outcome: You discover they recently launched a new marketing campaign focused on content marketing. This gives you a specific topic to address in your email. Example 2: Researching on Company Website
Scenario: You’re reaching out to a CEO of an e-commerce company.
Action: Browse their company website to understand their product offerings, target audience, and recent news or announcements.
Expected Outcome: You notice they’ve recently expanded into a new international market. This gives you an angle to discuss how your services can help them succeed in that market.

Reference specific information

Instead of generic statements, reference specific details you learned during your research. Mention a recent blog post, a company achievement, or a shared connection. This shows that you’ve taken the time to understand them and their business.

Example 1: Referencing a Recent Blog Post
Email Snippet: “I read your recent blog post on ‘The Future of AI in Marketing’ and found your insights on personalized customer experiences particularly insightful. We’ve been helping companies implement similar strategies with great success.”
Explanation: This shows you’ve actually read their content and can engage in a relevant conversation. It also subtly introduces your expertise in a related area. Example 2: Referencing a Company Achievement
Email Snippet: “Congratulations on recently winning the ‘Best E-commerce Platform’ award! We’ve admired [Company Name]’s innovative approach to online retail for some time.”
Explanation: This is a genuine compliment that acknowledges their success. It also shows you’re aware of their achievements and follow their company.

Tailor your offer

Don’t send the same generic pitch to everyone. Tailor your offer to address the specific needs and challenges of each prospect. Explain how your product or service can help them achieve their goals.

Example 1: Tailoring to a Sales Director
Email Snippet: “Based on my research, I understand [Company Name] is focused on increasing sales conversions. Our CRM integration can help your sales team close more deals by providing real-time customer insights and automated follow-up sequences.”
Explanation: This directly addresses the Sales Director’s likely objective (increasing sales) and explains how your product can help them achieve that goal. Example 2: Tailoring to a Marketing Manager
Email Snippet: “I noticed [Company Name]’s social media engagement could be improved. Our social media management platform can help you schedule posts, track performance, and engage with your audience more effectively, freeing up your time for strategic initiatives.”
Explanation: This identifies a potential pain point (low social media engagement) and offers a solution that directly addresses that pain point.

Avoid generic greetings

Skip the “To Whom It May Concern” or “Dear Sir/Madam.” Always try to find the recipient’s name and use it in your greeting. If you can’t find a name, try using their job title instead.

Example 1: Good Greeting: “Dear [Recipient Name],” or “Dear [Job Title],”
Explanation: Using the recipient’s name or job title is always preferable to a generic greeting. It shows that you have put in the effort to identify the right person. Example 2: Bad Greeting: “To Whom It May Concern,”
Explanation: This is an impersonal and outdated greeting that should be avoided at all costs. It suggests you haven’t done your research and don’t care about connecting with the recipient on a personal level.

Expert Tip: Use tools like Hunter.io or LinkedIn Sales Navigator to find email addresses and professional information for your prospects. Remember to always respect privacy and comply with data protection regulations.

Writing a Clear and Concise Email Body

Once you’ve hooked the recipient with a compelling subject line, you need to deliver on your promise in the email body. Keep your message clear, concise, and focused on providing value. Avoid rambling or using overly technical jargon. Get to the point quickly and explain why they should care.

Get straight to the point

Don’t bury the lede. In the first sentence or two, explain who you are, why you’re contacting them, and what you hope to achieve. Respect their time and get to the point quickly.

Example 1: Direct and Concise Opening
Email Snippet: “Hi [Recipient Name], I’m [Your Name] from [Your Company]. We help SaaS companies like [Recipient’s Company] improve their customer onboarding process by [briefly explain your service/product].”
Explanation: This opening immediately introduces you, your company, and the value you offer, all in a single sentence. It also mentions a relevant company similar to the recipient’s, establishing credibility. Example 2: Weak and Vague Opening
Email Snippet: “Hi [Recipient Name], I hope this email finds you well. I’m reaching out to explore potential opportunities for collaboration and synergy between our two organizations.”
Explanation: This opening is generic, vague, and doesn’t immediately convey the purpose of the email. It wastes the recipient’s time and doesn’t provide any compelling reason to keep reading.

Highlight the benefits, not the features

Focus on how your product or service can solve the recipient’s problems or help them achieve their goals. Instead of listing features, explain the tangible benefits they’ll experience.

Example 1: Benefit-Oriented Language
Email Snippet: “Our platform helps marketing teams reduce their content creation time by 50%, allowing them to focus on strategic initiatives and drive better results.”
Explanation: This focuses on the tangible benefit of saving time, which is a valuable resource for marketing teams. It connects the product to a desirable outcome. Example 2: Feature-Oriented Language
Email Snippet: “Our platform includes a built-in content calendar, an AI-powered writing assistant, and advanced analytics dashboards.”
Explanation: This simply lists features without explaining how they benefit the recipient. It requires the recipient to connect the dots themselves, which they may not be willing to do.

Keep it short and sweet (again!)

Aim for an email body of no more than 5-7 sentences. Respect the recipient’s time and avoid unnecessary details. Get to the point, explain the value, and provide a clear call to action.

Example 1: Concise Email Body
Email Snippet: “Hi [Recipient Name], I’m [Your Name] from [Your Company]. We help e-commerce businesses increase their online sales by optimizing their website conversion rates. We’ve helped companies like [Similar Company] achieve a 20% increase in sales within 3 months. Would you be open to a quick 15-minute call to discuss how we can help [Recipient’s Company] achieve similar results?”
Explanation: This email body is concise, direct, and focuses on the key benefit (increased sales). It also includes a social proof element (mentioning a similar company) and a clear call to action (a 15-minute call). Example 2: Overly Long Email Body
Email Snippet: (Multiple paragraphs detailing the history of your company, all the features of your product, and a long list of client testimonials).
Explanation: This email body is too long and overwhelming. The recipient is unlikely to read through all the details and will likely lose interest.

Use a professional tone

Maintain a professional and respectful tone throughout your email. Avoid slang, jargon, or overly casual language. Remember, you’re trying to build a professional relationship.

Example 1: Professional Tone
Email Snippet: “I appreciate your time and consideration. I look forward to the possibility of connecting with you soon.”
Explanation: This demonstrates respect for the recipient’s time and expresses a professional interest in connecting. Example 2: Unprofessional Tone
Email Snippet: “Hey [Recipient Name], Just wanted to quickly check in and see if you’re interested in our awesome product. LMK if you wanna chat!”
Explanation: This is too casual and uses slang (“LMK”). It doesn’t convey a professional image.

Expert Tip: Proofread your email carefully before sending it. Typos and grammatical errors can damage your credibility. Use a grammar checker tool like Grammarly to catch any mistakes.

Creating a Strong Call to Action

Your call to action (CTA) is the most important part of your email. It tells the recipient what you want them to do next. A strong CTA is clear, concise, and easy to understand. It should also be low-commitment and offer a clear benefit to the recipient.

Be clear and specific

Tell the recipient exactly what you want them to do. Avoid vague or ambiguous language. Use action verbs that are easy to understand.

Example 1: Clear and Specific CTA
Email Snippet: “Would you be open to a quick 15-minute call next week to discuss how we can help [Company Name] improve its website conversion rates?”
Explanation: This CTA is clear about the desired action (a 15-minute call), specifies the timeframe (next week), and explains the benefit to the recipient (improving website conversion rates). Example 2: Vague and Ambiguous CTA
Email Snippet: “Let me know if you’re interested in learning more.”
Explanation: This CTA is too vague and doesn’t provide a clear next step. It puts the burden on the recipient to figure out what “learning more” entails.

Keep it low-commitment

Avoid asking for too much upfront. Start with a small ask, such as a quick phone call or a short email reply. You can always ask for more later, once you’ve established a relationship.

Example 1: Low-Commitment CTA
Email Snippet: “Would you be open to sharing your thoughts on [relevant topic] in a quick email reply?”
Explanation: This is a low-commitment ask that’s easy for the recipient to fulfill. It also positions you as someone who values their opinion. Example 2: High-Commitment CTA
Email Snippet: “Can we schedule a 1-hour demo next week to walk you through all the features of our product?”
Explanation: This is a high-commitment ask that may be too much for a cold email. The recipient may not be willing to invest an hour of their time without knowing more about your product.

Offer a choice

Giving the recipient a choice can make them feel more in control and increase the likelihood of them responding. Offer two or three options, each with a clear benefit.

Example 1: Offering a Choice
Email Snippet: “Would you prefer to schedule a quick call next week, or would you like me to send you a case study showcasing how we’ve helped similar companies?”
Explanation: This CTA provides two options: a call or a case study. Both options offer value to the recipient and allow them to choose the one that best suits their needs. Example 2: No Choice
Email Snippet: “Please reply to this email to schedule a call.”
Explanation: This CTA only offers one option (scheduling a call), which may not be appealing to all recipients.

Make it easy to respond

Make it as easy as possible for the recipient to take the desired action. Include clear instructions, specific time slots, or a direct link to a scheduling tool.

Example 1: Easy to Respond
Email Snippet: “If you’re interested, you can book a time directly in my calendar here: [link to Calendly or similar scheduling tool]”
Explanation: This provides a direct and convenient way for the recipient to schedule a meeting. It eliminates the back-and-forth of trying to find a mutually agreeable time. Example 2: Difficult to Respond
Email Snippet: “Please let me know what times work best for you next week.”
Explanation: This requires the recipient to spend time checking their calendar and suggesting multiple time slots, which can be a barrier to response.

Expert Tip: Use a scheduling tool like Calendly or Acuity Scheduling to make it easy for recipients to book time with you directly. This eliminates the need for email back-and-forth and increases the chances of getting a meeting.

Following Up and Tracking Your Results

Following up is crucial in cold emailing. Most people are busy and may not see your initial email, or they may intend to respond but simply forget. A well-timed follow-up can significantly increase your response rates. Additionally, tracking your results is essential for understanding what’s working and what’s not.

Don’t be afraid to follow up

Send at least one or two follow-up emails if you don’t receive a response to your initial email. Wait a few days between each follow-up and try a slightly different approach. Don’t be pushy or aggressive, but be persistent.

Example 1: Gentle Follow-Up
Email Snippet: “Hi [Recipient Name], Just wanted to follow up on my previous email. I understand you’re busy, but I thought this might be relevant to [Company Name]’s current initiatives. Let me know if you have any questions.”
Explanation: This is a polite and non-intrusive follow-up that acknowledges the recipient’s busy schedule. It also reiterates the relevance of your offer. Example 2: Aggressive Follow-Up (Avoid This!)
Email Snippet: “Hi [Recipient Name], I’m following up again. Why haven’t you responded to my email yet? This is a fantastic opportunity you’re missing out on!”
Explanation: This is an aggressive and demanding follow-up that will likely alienate the recipient.

Change your approach in follow-ups

Don’t just resend the same email. Try a different subject line, highlight a different benefit, or ask a different question in your follow-up emails. This shows that you’re thinking creatively and trying to provide value.

Example 1: Different Approach
Initial Email Subject: “Improving your team’s project workflow?”
Follow-Up Email Subject: “[Company Name]’s Project Management Challenges?”
Explanation: The initial email focuses on a general benefit. The follow-up email is more specific and directly addresses potential challenges the recipient’s company might be facing. Example 2: Same Approach (Ineffective)
Initial Email Subject: “Improving your team’s project workflow?”
Follow-Up Email Subject: “Improving your team’s project workflow?”
Explanation: Simply resending the same email is unlikely to get a different result.

Track your key metrics

Monitor your open rates, click-through rates, and response rates to see what’s working and what’s not. Use this data to optimize your subject lines, email body, and CTAs. Tools like Mailchimp, HubSpot, and Lemlist provide detailed analytics.

Metric	Description	How to Track
Open Rate	Percentage of emails that were opened.	Email marketing platform analytics
Click-Through Rate (CTR)	Percentage of recipients who clicked on a link in your email.	Email marketing platform analytics
Response Rate	Percentage of recipients who replied to your email.	Manual tracking or CRM integration
Conversion Rate	Percentage of recipients who completed the desired action (e.g., booked a meeting, signed up for a demo).	CRM integration and sales tracking

A/B test everything

Continuously A/B test different elements of your cold emails, such as subject lines, email body copy, and CTAs. This will help you identify the most effective strategies for your target audience.

Example 1: A/B Testing Subject Lines
Test Group A: Subject Line: “Quick Question about [Company Name]’s Marketing”
Test Group B: Subject Line: “3 Ideas to Boost [Company Name]’s Website Traffic”
Action: Send each subject line to a segment of your target audience and track the open rates.
Expected Outcome: You discover that the second subject line (“3 Ideas…”) has a higher open rate, indicating that it’s more appealing to your target audience. Example 2: A/B Testing CTAs
Test Group A: CTA: “Schedule a 30-minute call”
Test Group B: CTA: “Book a 15-minute introductory call”
Action: Send each CTA in your emails and track the click-through rates and conversion rates (number of meetings booked).
Expected Outcome: You discover that the second CTA (“Book a 15-minute…”) has a higher conversion rate, indicating that the lower-commitment ask is more effective.

Expert Tip: Use a CRM system like HubSpot or Salesforce to track your cold email outreach and manage your leads. This will help you stay organized, track your progress, and measure your results.

By following these guidelines and continuously testing and optimizing your approach, you can significantly improve the effectiveness of your cold emails and build valuable relationships with potential clients, partners, and employers.