How to write a cold email that gets a response?

You want to spike your sales, right?

More often than not, businesses get discouraged from sending cold emails. The reasons?

  1. You have sen cold emails and have had no responses
  2. You have had cold responses
  3. You have had negative responses
  4. You think it is spam
  5. You are scared. If you get cold feet when you think of writing a cold email, this one is for you.
  6. You just don’t want to cold email

To land high paying clients, you should show high value in your services (or products). To write an email highlighting the value can be a daunting task.

To write hundreds of such emails per day can drain you!

Yet, mass emails is not the answer. Mass emails with just a change in the name do NOT work because nobody likes a generic greeting and bland content.

In order to stand out, you have to outshine all the plastic junk with humanizing words. Even if it takes time to personalize, it is worth it.

How do I start writing a cold email?

I am assuming you already have the list of contacts you want to cold-email.

Note: If you do not know how to contact your high paying clients, get help from B2BXperts.

A good cold email has five features that work towards getting a response. Make sure you follow these five principles to nail those emails.

Keep your email short

How you begin: The introduction should always be about the prospect, not you. Ironical enough, but, so true. So forget telling them your name and what you do. They don’t care and so shouldn’t you!

You get the person to read the next line only when you talk about that person. Otherwise, who are you to them? Right?

Email body has to be compact. Keeping it short and up to the point makes it easy to read and respond. Do not write anything longer than 125 words. Why 125 words? According to statistics by Boomerang, the optimal length of an email should fall between 50-125 words. Anything longer or shorter reduces the response rate.

Keeping the language simple makes the read a pleasurable experience. Delightful and jargon-free language sparks a fluid flow necessary to get your message read till the end. In the digital age, life is busy. Do not add more stress to an already busy life by writing in a difficult to understand tone or voice. It will only get your content abandoned. The email copy should be clear, concise and customized.

Know the purpose

The reason you are sending a cold email is to win a customer. To win that customer, you need to showcase your credibility by showing interest in that person. If you fail to exhibit interest in your prospect, your email is swung into the bin.

Personalizing is not that big a task as it generally is perceived. All you have to do is ask yourself – “Why do you think this prospect is right for you?” The answer is what you will write in the email. You tell your prospect the reason you are contacting them. Simple enough?

You are writing to them because they are successful according to you. At least, they are people who can afford your services. Pick an excerpt from their successful life and begin your email with that.

Everybody loves being praised. Hack that emotion and see how fewer cold emails get you bigger returns.

Using disposable adjectives like ‘awesome’ and ‘amazing’ makes you come across like a lazy person. And nobody wants to work with a lazy person. So work on your language and communicate your purpose well to be heard and heeded.

Subject line

Redundant subject lines can drain down all your efforts of crafting that perfect email. If your email does not get opened, it is a pity that you put so much hard work into writing it.

A diluted subject line implies the email has nothing specific. It is important to deliver a strong message right at the beginning to set the context. Learn how to write subject lines for cold emails here.

Bring value

Most PR agents and sales people get their hands on an old email and edit it mindlessly or never edit it at all before they hit send. Such generic messages do not hold any value to the recipient. Take time to customize and personalize the email if your aim is to get a positive response.

Don’t tell, show them!

You will never get a response to a question that can be answered on Google. That is where humans beat drones. Asking for someone’s opinions gets a response because the opinion is unique only to that person. And when someone asks you to shed light on a subject, you feel special. Make the person feel unique and uncommon.

Ask for

  • Opinions on a subject of interest.
  • Work process that made the influencer or prospect successful.
  • Insights about an event or a crisis or a situation.

If you can bring the uniqueness of a person to life with your words, you are capable of igniting a response.

Add numbers, stats and social proof

By mentioning the number of customers you have helped or the number of successful campaigns you have held or any number that can authenticate your credibility gets you noticed.

Numbers and statistics represent facts that make you more believable. Pull your company’s number data to prove your veracity and see how your response rate outdoes itself.

An email is nothing if you do not know how to study your prospect’s behavior.

You should be able to track when your email has been opened, the number of times it has been viewed, the kind of device it has been viewed from and other relevant data that will help you know your customer better.

Here are some of the tools that help you track email information and make following up easier.

  1. Boomerang
  2. Streak
  3. Salesflare
  4. NetHunt
  5. Zoho

Your customer’s needs may be different from market assumptions. Tools like Streak help you stay abreast with on-demand customer data. With this information at your fingertips and a cold email that works, you can dominate the industry market by delivering services and products that cater to your customer’s actual needs.


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