Cold emailing is the equivalent of door-to-door sales. Youre going to get a lot of no’s and some nos. We will show you important and effective cold email marketing tips that you may use.

There is a caveat to this, though. To get the best results you need cold emails that convert and for those, there are specific techniques

Cold emails are very difficult to begin with. Most people dont open them because they’re filtered out of the inbox, and there’s a lot of competition for attention when it comes to cold emailing someone. You have one chance at making an impression on your prospect before you get ignored.

With email marketing, you have a higher ROI than other strategies. But if you want to be successful with cold emails, it’s important that your approach is different from what others are doing.

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. šŸ˜€

The Essentials

When it comes to cold email marketing tips, every email you send needs to be written with the same level of care. Whether it is a cold email or warm, there are specific guidelines that need to be followed.

I will go into more detail about the other methods in this article, but first you need to set up a few things.

  • Before you contact a company, do your research to understand how the business operates and what their goals are. This will help you tailor your pitch.
  • When you are sending out a mass email, take the time to look up what each recipient has created or shared online so that you can mention it in your message.

You cant afford to not take steps now in order to avoid problems later. You might be able to close-won opportunities and even make more money if you do.

Now, onto the cold email marketing tips!

1. Be Polite and Friendly

When you write an email, dont worry about the fancy words or perfect grammar. Just relax and be yourself.

One of the important cold email marketing tips is that clear writing is the key to good communication. And when you are emailing, it’s best to be conversational.

You want to be yourself in your writing. You should write as you speak and try to build a rapport with the reader.

I have a problem. My vendors, who I pay for my marketing and cold emailing services to reach out on behalf of our company don’t seem as motivated as they should be.

2. Ensure That You Do Not Sound Like a Template

I get it. Templates are time-savers, but if everyone else uses the same template as you and your prospect has 100 other emails like yours in their inbox, how can they differentiate?

When it comes to cold email marketing tips, create your own templates that are tailored to sound like you. You will get better results this way.

If you make minor changes to your email, it will come off as more genuine and the prospect is likely to respond.

So to avoid this mistake, I want you to do the following:

  • When you are creating a template, make sure to use the language that sounds as if it was written by your company.
  • You can use the template as a starting point, but you will need to write your own email from scratch.
  • The cold email is a great way to get the attention of someone who may not have responded otherwise. Any time you receive an excellent one, save it in your swipe file for future use.

The best cold emails all have one thing in common, they are personal. You can use this information to improve your own email marketing campaign.

3. Customize and Personalize

I have seen a lot of success with using email for business. One thing that can help you succeed is personalizing your emails.

One of the best cold email marketing tips is by personalizing emails. Woodpecker found that advanced personalization earned a 17% reply rate, more than double the 7% for no personalized email.

The key to making email work is personalization. This means including details that make it clear youve written the message for your recipient, rather than sending them a generic template.

So how do you do that?

A template is not just a list of pre-written email content. A good one contains variables that are customized for each recipient, such as the name of their company and industry.

When you send an email, it feels like a more personal approach than just sending out some sort of automated message. It is much more likely that someone will respond to your email.

4. Your Email Should Have a Clearly Defined Purpose

Sending pointless emails is a waste of time for the sender and recipient. Sending them regularly will train your recipients not to open future messages, which would be an even bigger mistake.

Cold emails are a powerful tool to connect with potential prospects and get your name out there. Here’s how you can make them work for you:

  • When the prospect has taken an action, I call them back to see if they have any questions about what we discussed.
  • I’ve found that providing a preview of the report to be helpful in motivating salespeople.
  • Sharing a blog post
  • The article offers survey findings that may have an impact on your business.
  • Offering a free audit
  • Offering tickets to an event as a prize
  • Offering a live demo

It is important to define your purpose for the email and stay on point throughout.

Now, this is not the best example of a cold email (Ill explain why in a moment), but it isn’t bad. One thing that I like about it is how quickly and simply they establish their point.

It was clear that this email wasnt just a random message. It came in response to something I did on their website.

5. Confirm Your Purpose Aligns With a Real Pain Point

People rarely do anything until they have to. They only feel motivated enough to take action when not taking any is the worst possible option.

In order to be successful, your email needs to address a pain point that the reader can relate too. The offer should simply state:

  • Provide information about it
  • Explain a solution
  • I have learned that there are many ways to motivate people, but some of the most successful include increasing responsibility and providing bonuses for high performance.

There are always people who need help, and they will take the offer if it solves their problem.

6. Before You Ask, Give

Trust and brand recognition are very important in any business, but if you want to ask for something later on, the only way to build that is by giving value first.

When I send out cold emails, the first thing that I do is give information. It turns out people like to be given things for free and feel obligated when you make them a present of something they didn’t have before.

Robert Cialdini describes in his book, Influence: The Psychology of Persuasion, how we feel the need to repay even small favors. He introduces reciprocity as our natural tendency.

Our need to repay our debts, according to anthropologists Lionel Tiger and Robin Fox is a unique quality of human beings. They believe that this web of indebtedness creates interdependencies which bind us together.

It turns out that we are wired to give back, not just take.

So before you ask for anything, make sure to give something in return. This way when you do request something from someone they are more likely to say yes.

7. Sell Your Give

It is tempting to mention your product or start pushing the sale, but you need to resist. The best way of contacting someone new via email is with a brief introduction and some information about what they might find valuable.

If you push a sale too hard, the prospect will lose interest and go elsewhere.

The bottom line is that people like to buy, but they dont want to be sold. Especially if they are not already interested in the product or service.

In order to get the sale, it is important not to focus on what you are going to take away from a customer. Instead, think about how your product or service will help them and sell that “give.”

8. Make No Reference to Your Product

When I write cold emails, my opening line never mentions the product. This is because it’s not a sales pitch and doesn’t want to be overbearing. However, if you do mention your product in an email make sure that this isnt too salesy or promotional.

The email I shared from Conga had a subject line that didn’t have anything to do with what the body of the message was about. It violated this rule, and as a result, my response is going nowhere.

When I cold email prospects, my first goal is to get them interested and build trust. That way they’ll be more open when it comes time for me to sell.


Now that weve covered the basics, it’s time to look at what you need to know about cold emailing. To craft a winning email that gets replies requires these three things:

9. Begin by Introducing Yourself

When you see someone at an event that you want to talk with, it’s best not to be too pushy. You don’t need to run up and start offering them your product or service.

When I first met someone, it was awkward. You never know what to say or how to act. The same is true with cold emails

Hi ,

As a [title] with the company, I’ve found that there are many things to consider when hiring new salespeople. I hope this article was helpful and informative!

If you show prospects that you are open and honest, they will be more likely to trust your company.

10. Quickly Explain Why

Next, I will explain why you are emailing and more importantly how this article can help them.

When you speak to your audience, tell them why they should care about what youre talking about. Tell them how it relates to their needs and pain points.

For example:

I noticed you downloaded our ebook, [title of the ebook]. I wanted to know if youve had a chance to look at it yet and whether or not there are any questions.

Recently, we published a checklist that guides you through the steps to implement our solution for [pain point]. What we have found is that most people who struggle with this problem don’t realize how common it really is and they also do not know just how easy it can be solved. This has made a big difference in getting them what they want

11. Prove Every Claim

If you make any kind of claim or promise in your cold email, be sure to back it up with facts and statistics.

Suppose you offer a free website audit and tell the prospect that this is just to get an idea of what needs fixing on their site.

If you are not ranking on Page 1, it might be because of some technical errors that can be fixed.

You have to prove that you are worth it.

As soon as a prospect is convinced of your proposal, they will begin to ask for proof. They might say yeah but how many people have you done this for? or what credentials do these providers have? How long has the company been in business?”

You can tell from my story that people want to know:

  • It is important to have a strong background in the industry you are entering.
  • It is important to mention past customers or clients in an interview because this helps show that you have experience.
  • What I found (results, number of clients and wins)

This is why in your email, you need to provide evidence of trustworthiness right away.

I have worked with hundreds of small businesses just like yours to help them improve their search engine rankings. Most companies were not ranking in Google searches because they didnt include the proper scripts on their website.

After addressing these issues, they found themselves climbing the ranks in search. One company even went from not being on Page 1 of Google to being number one.

12. Properly Position the Offer and Call to Action (CTA)

A cold email is usually sent to prequalify prospects and do discovery, which often means that you are offering a lead magnet or an audit.

The offer should be clearly communicated and can’t just end with a “buy now” button.

For an audit, I ask for a little more information about how the person performs their job. It only takes 2 minutes to fill out this short survey.

Interested in a preview of this report? Reply with YES and I will send it to you.

Im giving away free tickets to an event. Reply with YES and I will send you your ticket information.

If youre interested in this [checklist, guide, video], I can send it to you or we could talk on the phone and go through it together.

13. Facilitate Response

When a prospect tells you they are interested in your product, make sure to ask them what their next step is. This way it will be easier for the two of you to work together.

If you want to read the full report, hit reply with a yes.

Employees need to be given the chance to ask questions.

Im happy to answer any questions you may have. You can send me an email or give me a call whichever is easiest for you.

WANT MORE HELP WRITING COLD EMAILS? How to Write a Cold Email that 33% of Prospects will Reply to

Cold Email Template Sample

Im going to show you a template that I use for cold emails. Notice how it follows the format we covered in this section.

The Cold Email Formula

  • Introduction
  • Reason for emailing
  • The offer, and why it matters
  • Proof it works
  • Call to action
  • What to do next

Heres the Template

Hi ,

I am the [position] with

I noticed you downloaded our ebook, [title of the ebook]. Have you had a chance to look at it yet? If so, Id love to hear your feedback.

We have recently published a checklist that is based on the solution we shared in our ebook. What Ive discovered with this research, is that most people who struggle with [pain point] don’t realize how pervasive it can be and they are also unaware of just how easy it would be to solve.

A good checklist will be worth its weight in gold, and for one client we were able to achieve [result] within just a few weeks.

I am more than happy to send you the checklist, or we can get on a call and I will walk you through it.

I am interested in your offer, please send me more information.

I hope to hear from you soon.



If you have any questions or concerns, please feel free to contact me. I am always happy to help.


According to MailChimp, it is possible for cold email open rates in different industries. For example, 20-30% of the emails are opened if you do it right.


Here are some quick and easy ways to improve your open rates.

14. Construct a Compelling Subject Line

35% of people will open an email based on the subject line alone.

They want to know more about the product, they may need help with a customer complaint or some other issue.

A good subject line:

  • Captures interest
  • Builds curiosity
  • Promises useful information

When you send out an email, make sure that your subject line is concise and specific. It should either be a believable promise or raise curiosity.

The idea is to hook the reader with an enticing subject line, offer something specific in your email or tease some benefit.

Keep it short and concise. And avoid click-bait headlines.

One of the most effective cold email marketing tips to get a prospect on board is by sending them an email. It’s not just about crafting that perfect subject line, but also including relevant information in your message.

15. Put Their Name in the Subject Line

Personalization in email subject lines can increase your cold-email open rate by 22.2%. The more personal you are, the better chance of a reply.

Rather than sending out generic emails, you should take the time to personalize your message and make it more human. This will help your email stand out in a crowded inbox and get replies.

16. Spell Their Name Right

The most frustrating thing about being a female in business is that you have to constantly prove yourself. You can never just be Katheryn, for example; instead your name will always come up as Katherine or Catherine.

I find it very frustrating when I see mistakes in emails, and if there is a mistake elsewhere on the website or landing page then my impulse will be to close out of that window and never come back.

If you are not sure how to spell your prospects name, make a point of double-checking it before continuing with the meeting.

17. Send the Email at the Right Time

It is important to be intentional about sending your emails. Whether you send it on a weekday or weekend, at what time of day, and how often can all have an impact on the open rates for your email.

For example, MailChimp found that the best time to send an email is 10am in recipients own time zones.


Email marketing is a powerful tool for the business owner, but it’s important to know when to send them. The best day of the week seems to be Thursday.


This study by HubSpot shows that you should try to reach your prospects during the week. Monday and Wednesday were found to be best, with Tuesday earning 20% more opens.


When youre working with a prospect, it is important to know their time zone and the best times of day for them to check email.


Cold email is about 3 things:

  • When you are looking for a long-term partner, the first step is to take that leap of faith and open up your heart.
  • Before hiring someone, you should ask yourself if they are a good fit for the company.
  • Gauging interest

Here are some tips for cold emailing to help you get more replies from your openings.

18. Use Laser Targeting

To get a reply, you need to send the right message at the right time. You can do this by laser targeting your prospects and then making sure that every detail of your message is relevant for them. Personalization has been shown to be one of the best ways to create these targeted messages.

Build Context

I think that exploring the idea of reviewing your recipients digital presences before sending an email is worth it because doing so can turn cold leads into warmer ones.

Imagine you take any of the following steps before messaging someone:

  • Following them on social
  • Commenting on their blog posts
  • Engaging with them on forums
  • Sending non-sales emails to your sales team (for example, congratulating them on a recent guest post)
  • I always go to networking events with my employees.
  • Joining groups on Slack where your industry is active.


FastCompany sent 1,000 emails to busy executives with the hope that at least a few would read them.

One of the most interesting campaigns I have ever seen was a marketing campaign where 707 emails were sent with an open rate of 45.5%. Considering that this list had many people who are not interested in my product, it is very impressive.

They did three things:

  • They personalized every email.
  • They did their research ahead of time to make sure that the email they were sending was personalizing the content.
  • They used a list of people who fit their buyer persona.

Statistics and Case Studies

Personalized emails are six times more effective than standard messages. Though only 70% of brands use this best cold email strategy, it is a great way to differentiate yourself from competitors who dont

Personalizing your emails means tailoring the content to match what you know about the person on the other end. For example, if someone has already purchased a product from you, it would be a mistake to send them an email advertising that same thing again.

Here are some case studies that show how personalization can work.

  • Here are five retailers that use personalized emails to increase sales.
  • 12 Examples of Personalized Emails That Get the Job Done
  • There are many ways to implement personalized marketing, and here is a list of 45 examples that can help you get started.

Once you have a better idea of the types of personalization that would work for your cold emails, check out what features are available to you with the tools that youre using. If it is marketing automation software installed on your computer, then there may be several options already from form field replacements to CTA replacements.

The key to great customer service is making it personal. However, this isnt easy because of the time and resources that are needed for customization.

19. Keep It Short

When sending a cold email, the golden rule is to not waste peoples time. The message should be short and concise.

When you paraphrase, use only the important parts of what someone has said and don’t waste words by repeating their original wording.

How to write a cold email pitch?

It is a bit long for an email, but the article’s point makes sense.


What I find interesting is that this article does not provide any information on the needs of the receiver. In order to be successful, it should focus more about benefits and address what they need from a product or service.

Heres another cold email guide:


The cold emails that get responses are emails which only has two lines and it includes all the vital information. However, if someone was interested in a shredder they might be persuaded to respond but for those who are not actively looking this doesnt work. How to write cold sales emails?

Even short emails need to:

  • Provide context.
  • Explain why they should respond to your email.
  • The more you can talk about your prospect’s needs and wants, the better. Ask them what they want to accomplish with their business in the next year or two years. Then show how that goal is achievable by using your product.

The following three rules will help you to weed out the unnecessary information from your cold emails:1. Get straight to the point. 2. Be concise and stick with one subject per email. 3. Include a call-to-action for what they should do next, be it an appointment or purchase

  • When you write a cold email, be original. Avoid common expressions or pre-written templates to help establish your own style and tone.
  • When you write a cold email, it is important to focus on the benefits of your product or service for them. If they are interested in what you have to offer then share with them how their needs will be met and why this matters.
  • Dont use confusing language or jargon. If your message is not short, simple and easily understood, readers will delete it.

If you’re not sure if your messages are going to be well received, ask yourself “would I want someone sending me this message?”

20. Make Multiple Touches

I found that when I sent emails to people, they would respond if they were in the middle of something or had no time. Most often though, recipients are busy and may not have noticed your cold email best practices.

How do you keep a sales pitch concise without losing the reader? How can one get someone to take action after hearing your spiel?

Another best cold email approach is sending email multiple times over time.

We often need to make seven or ten contacts before we get a positive response from cold prospects. If this is the case, then why do we expect that one email will be enough?

You can send 3, 5 or more emails in one campaign as long as you are not sending the same message over and over again. You should also provide a way for people to opt-out of your email list.

In a Woodpecker study, it was found that campaigns with 4-7 emails per sequence received 3X more responses than those who only had 1-3 in the same time frame.


Create a campaign with at least one effective cold emails for each step of the process. For example, if you are trying to get someone’s contact information from them then your first message would be an introduction and your second would have some type of offer or incentive.

  • Email 1: Offer
  • Email 2: Urgency on the offer
  • Email 3: A different offer that is related to the previous one
  • Email 4: I hope this information is helpful and you don’t have any questions.
  • Email 5: Share success story and ask if theyd like a demo

With this approach, it is possible to send short cold emails without having them contain too much information. This way they can be more focused and not so overwhelming.

The key is to follow up.

Tenfold is a sales software company that has put together these following tips for follow-up sequences:

According to a study by Marketing Donut, 80 percent of sales take 5 follow-up phone calls after the initial meeting to close. However, it was found in this study that almost half of salespeople give up after just one follow-up. Having a persistent follow-up plan in place already puts you ahead of the curve.

It’s important to not give up after the first email, because you could be missing out on a huge number of potential leads or sales. According to Yesware, there is about a 21% chance that your second message will get replied if the first one doesn’t go answered.

The article is about cold email mastery vs spam. The main idea of the article is that people often confuse cold emails with SPAM messages because they are both forms of unsolicited contact, but there are some key differences between them.

21. Be Direct

You need to know when you’re not going anywhere and be honest with the person that you are wasting their time.

Get to the point. If you’re unsure, don’t say anything.

22. Dont Be Pushy or Demanding

You dont need to be pushy or demanding, just focus on being friendly.

Be aware that your phrasing can come off as pushy. Phrases like, All I require is might be read to imply you are expecting a transactional exchange tit for tat.

Dont demand a certain level of giving from others. Just give generously and it will come back to you naturally.

23. Dont Forecast a Sales Pitch Down the Road

When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough motivation. However, people are not motivated by only money.

Giving freely is the best way to get others to give back. When you are being generous, theres no pressure or expectation that they will repay your kindness.

RELATED: Why Selling Has Changed

24. Have a Credible Email Signature

It is important to have a reputable brand because people are more likely to engage with it. So, make sure that your email looks credible by making every element look professional.

In the email, I should include my name and contact information as well as a polite closing.


You can make something similar to the infographic, even without having a design background.

  • People often find it hard to remember who you are and what they like about your personality. Make a profile on social media or LinkedIn, so people can connect with you.
  • When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough sales motivation. However, people are not just motivated by pay.
  • Include social media links.
  • Reach me at 1-800-555-1234.

Building a social media presence and making yourself look credible is key to success.

25. Send From a Branded Email Address

Along the same lines, your email can make or break how well you are able to reach out. You should use a branded message that is something like:

Sending from your personal email account is a sign of laziness and unprofessionalism.

I dont want to send from a spammy account, so I need to make sure that my profile is as authentic and professional-looking as possible.

As a small business, dont worry about branding because you can make up for it in other ways.

Lets work on personal branding!

If you see someone who is known in your industry, like a writer or an active social media user, reaching out to you with a cold email – are they more likely to get the message through than if it was from somebody unknown?

When you take the time to build a personal brand, it’s easier for your name and reputation to precede you. This is because people are more likely not only open an email from someone they know or have heard of but also be interested in what that person has to say.

People have a variety of different methods for building their personal brands, but there are some to try.

  • Publishing your own articles on your blog will help you stay top of mind with clients.
  • Guest blogging is an effective way to establish yourself as a thought leader in your industry.
  • LinkedIn has a blogging platform that is worth exploring.
  • One of the new programs I have been using lately is SlideShare, which allows me to produce a slideshow for presentations.
  • Speaking at conferences
  • Hosting webinars

Essentially, any content that shows your expertise to a target audience will help build your brand and increase the number of cold emails you send out.

Cold Email Success Is Really Simple

The cold email tips Ive shared here are not complicated. Success is mostly about following a few simple rules:

  • Treat people with respect.
  • Be yourself.
  • Give before you ask.
  • The best way to sell something is not by trying too hard. Building trust and a connection with the customer will make them more likely to buy from you.

If you follow these 4 rules, your effective cold emails will be more successful even if you dont have any tips.

Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following:Ā 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. šŸ˜€
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? Iā€™d love to hear from you!

We have over 60,000 monthly readers that would love to see it! Contact us and let's discuss your ideas!

Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.