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How to write the perfect cold email
5 min read

How to write the perfect cold email

How to write the perfect cold email

One of the amazing things about email is how easy it is to create one example and then replicate it for multiple needs. One perfect situation where you might want to do exactly that is when you are sending out cold emails. If you are not yet familiar with the term, we highly recommend reading the first article from the Email for Sales series, where we are going through some of the most important use cases for sales emails.

Cold email templates

In this article we are going to showcase three cold email templates that will come in handy when generating your cold email outreach strategy.

The three cold emails will respond to the following needs:

  • After attending the same event
  • Referral email
  • Partnership email

Cold email best practices

But before we exemplify these templates, let’s first establish what are some rules you need to keep in mind when working on cold emails. Following these tips will help you get the most out of your cold emails and reach your desired outcomes.

Not included in the list of rules is something that should be obvious to all sales people. Always follow email regulations before sending out cold emails. In very simple terms, that means never purchasing email lists, never contacting someone who has asked not to be contacted and always making sure to just send cold emails to role-based addresses if you don’t have their prior permission. If you are having a hard time figuring out who to include in your cold emails campaign and who to exclude, verify your list before deployment. You can use DataValidation’s email verification service to determine how healthy your list is and what email addresses are role-based.

  1. Be concise
    Remember that your recipients will only allocate a few seconds reading your email. That’s why you must ensure that you are getting to the point quickly and efficiently.
  2. Don’t be too formal
    For an email to be successful, it is important to also be relatable. If your email makes you sound way too formal, then it will decrease the chance of a reply. Write as you would talk to that prospect.
  3. Offer an incentive
    To properly determine a response, you should always try to sell your email as best as you can. Offering some incentives for a reply or a call is probably the best approach you can take. Include additional materials, case studies, infographics or an RFI.
  4. Use personalization
    You are addressing a single person, even if you are sending the same message to multiple prospects, so try to include personalization in your email whenever possible.
  5. Showcase yourself
    Because we are talking about cold emails, recipients will not know much or anything about you as a sender. Put all your contact info in the signature so that prospects are able to research you or get in contact with you via phone or LinkedIn.
  6. Skip images
    Images might make your email stand out, but you have no control over how your email is displayed by different clients, that’s why it is recommended that you avoid images in your cold emails.
  7. Invite discussion
    You can either end your emails with a question or invite prospects to reply to find out more information, but always make your emails sound like the start of a conversation rather than a sales pitch.
  8. Send reminders and follow ups
    If your first message is not successful, don’t give up. You can always get back to your contacts with follow up emails or reminders. Never assume a lack of interest just because you don’t see a reply.
  9. Be consistent
    Try to use the same tone of voice and messaging when composing your cold emails, so that you don’t confuse your recipients.
  10. Testing
    Cold emails might not have the same options for A/B testing that email marketing has, but that doesn’t mean you should stick to a default template and not try out different CTAs, structures or subject lines for your cold emails.

Cold email template for after attending the same event

Subject line: Let's connect and exchange ideas

Hi [first name],
Although we both participated at [Event name] event on [date of the event] we didn't interact due to [reason for not interacting].
Considering the event topic was [event topic], I would like to connect with you and exchange insights on the matter.
[Event topic] has become a top ally of competitive businesses, enabling increased availability and performance. Yet, a great number of companies are still reluctant to take the first steps towards [event topic]. Take a look at the [post event material] we recommend to our clients HERE: [post event material link].
I would love to keep in touch, get your feedback on the topic and if there are any additional questions, please feel free to reach out.
Best regards,
[Your first name and last name]
Email: [Your email address]
Phone: [Your phone number]
[Social media platform]: [Your social media profile link]


Cold email template for referral

Subject line: [Mutual connection] recommended I get in touch

Hi [first name],
Hope everything is going well on your side.
My name is [Your name] and I am a [Your role], in charge of Business Development for [Your company]. I am reaching out to see who I can talk to at [Company] regarding your needs.
I have learned about [Company] from [Source of information] and I would be very happy to discuss your company’s struggles and objectives. I am reaching out to see who I can talk to at [Company] regarding your needs.
If that person is you, I am wondering if you would be available for a 15 minute call sometimes this week. If you are not that person, could you put me in contact with the right person.
Thanks a lot for all your help!
Best regards,
[Your first name and last name]
Email: [Your email address]
Phone: [Your phone number]
[Social media platform]: [Your social media profile link]


Cold email template for partnership

Subject line: [Your company] + [Company]

Hi [first name],

Let me start by sharing my appreciation for [Company]. I have always admired [at least two compliments regarding the company].

With that in mind, I thought it would be a great opportunity for us to discuss a potential partnership.

I am [Your role] at [Your company] and our company is also specialized in [company profile]

Some of our the projects we are most proud of consists of [share a few examples of success stories]

Currently am I writing to propose a partnership between our two companies. It would be great if we could discuss the details on an exploratory call sometimes this week, depending on your availability.

If this sounds like something [Company] would be interested in, please let me know and we can schedule a first call.

Thanks a lot for all your help!

Best regards,

[Your first name and last name]

Email: [Your email address]

Phone: [Your phone number]

[Social media platform]: [Your social media profile link]


Takeaways

Sending out cold emails can often feel like trying different tactics and hope something works out. Knowing the best practices of cold email can certainly increase your likelihood of getting a reply. Furthermore, having a few templates that you can deploy will make your job a lot easier. Here is what we have learned:

  • Never use purchased lists for cold email campaigns
  • Use informal messages, be concise and direct
  • Always include your contact info in your signature
  • Try to employ personalization to make your emails more relatable