A cold email is a tool used by marketers keen on taking control of their lead generation. It ensures you’re in charge of outreach while making a meaningful connection with prospective customers. Cold emails are effective in building client relationships. However, they are not easy to write because of the research and preparation required before you send them out. Ideally, if you are new to cold emailing, you might struggle to create one that can yield results. Cold emailing is not dead but is changing. It has become integral today, especially for those businesses keen on sustaining a more competitive market. Any business requires new customers, hence no one can afford to sit and wait for them to come. You have to go out, identify the ideal customers, and let them know you are there, and why they should purchase your solutions. Cold emails should be prepared, relevant, and must hit your prospect’s big business challenge to ensure they have an interest in your offering. Again, ensure your cold email has a compelling email copy, killer subject line, and a good email signature. A perfect cold email for sales should get responses.

How to write a cold email for sales.      

The goal behind writing cold emails is to ensure its read. Every sentence and word used in the email must persuade readers to go to the next, up to the end of that email. An email must be designed in such a way that it produces the results you want; a meeting with the prospects. There are a few tips you need to keep in mind as you craft your cold email.

Be Genuine

The goal here is to ensure your cold email is warm as it can get. You need to go in to help and not ask for anything in return. For instance, you meet a prospect at a certain event and learned they have issues your product can assist in resolving. Rather than sell your product, you can offer a free tip that provides quick relief. Through this, you open a door leading to a budding friendship.

Keep it Simple and Short

People do not like being pitched by strangers. For this reason, you should refrain from selling early. People do not respond well to sales pitches not unless there’s something valuable and genuine being offered. Your focus should be on building rapport while making it clear the value you want to add to their business as you ask questions that help you establish whether they need your help.

Personalize It

Ensure you do not start your email with an impersonal introduction such as Dear Sir/Madam. You are not ready to make any contact if you do not know your contact’s first name. It happens when you search for people who work in a role within a particular industry. Here you find a person’s email address that only shows their first name initials. In such cases, take time to look for their name online.

Include a Call-to-Action

You have crafted a perfect introductory email, personalized with the recipient’s name, and ensured it offers value. But do not just end it off with “talk later” or “bye” or even worse still, a link to a blog post. You need to be proactive to get the lead to take the next step that would move them closer to becoming a client. You can achieve this through the addition of CTA at the tail end of your email to ensure they have all the needed information.  

The following three-step process can further help you write a cold email for sales.

Step 1: The Opening Line

You are likely to get 0 responses by sending the same email copy to 100 prospects. This is because it has not been personalized. Ideally, if the cold email fails to start by mentioning something on the research you have gathered on prospects, the market, or the company, no one will bother responding. A bit of flattery here and there works but do not overboard as you list all their recent activities. Personalize by beginning your cold emails using knowledge of their products or website. Essentially, being specific can set you apart from the hundreds of email prospects received daily. Beginning your email with information about the product or website of the prospects shows you did your homework before conducting them. It grabs the audience’s attention.

Step 2: Propose the Value

Your recipients are not interested in your business, whether you’ve won an award or that your work is great in many ways. They only care about why they should be reading your email. Ensure you have a great opening line, get straight to your point, and talk about why you have decided to reach out to them, what you can do for them, the advantages of the business relationship, and examples that show how other businesses are benefitting through your offers. The purpose of reaching out to your prospects is in the hope that they will certainly become customers. To realize that, point out what is currently wrong with their system and the reasons they need change. The majority of SDRs will hesitate to talk about what’s wrong that soon. Do not take that route. If things are good for the prospect, there is no need for change. There is a need to look at the prospect’s website and business model to see how your solution would improve on their systems. They could be missing out on sales because the competition does something they do not, something has not been broken or optimized or the current tool is slow, expensive, or hard to use. After pointing out a problem, outline the process of fixing it. Do not sell features, but talk about some of the benefits the prospect can gain by embracing your solution.

Step 3: End with a call-to-action

The step is rather straightforward. It’s about what action they should take after they read your email. They can decide to plan for a meeting, respond to the email, or signup as a way of subscribing to your solution. Therefore, ensure you have a single call to action that should be simple and straightforward. Your first email should not ask for too much since a response is what you expect from your first email which is good to ensure the conversation goes on.


A short, personalized, and crisp email is a great way of starting a business relationship. If you write a cold email and you fail to get a reply immediately, do not be discouraged. Your prospects could be busy or have received tons of emails making it possible for your emails to be buried. For cold emails, persistence is often key, make a follow-up with your recipients until they give you a proper response. However, you need to tame your eagerness to convert prospects. You have to remember the best practices in cold emailing and avoid being pushy, being vague, selling too soon, failing to personalize the email, and including irrelevant information. Moreover, a cold email should comply with grammar rules, proofread it before you hit the send button, and do not overuse exclamation points. There is a reason why cold emails are known as such. No connection exists between you and recipients, hence you need to warm up the message by ensuring it sounds like a real person.

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