Do cold outbound emails really work?

Dilip Kumar — DK
Mar 6, 2018 · 3 min read

Of course they do!

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Imagine that instead of compiling a list of prospects and spending a dull day sitting on the phone and listening to endless jingle songs (to eventually get disconnected in many cases) you could put that list to use and send a smart and short email that works (as in gets you in touch with the person you’re trying to reach out to!).

Six Steps on How to Write a Cold Email that Actually Works:

Step 1: Edit the “from” line

It may come to you as a surprise that editing the “from” line is featured as a separate step here. We typically set it up for a new email address, and after this, we don’t pay much attention to it.

Still, the “from” line is as much a part of a cold email as the body, and that’s because it plays an important role. It shows the exact message recipients who sent the email. It’s a section that influences their initial introduction. What follows is that they decide whether to open the message and read it or move it to trash and forget it.

The “from” line is not set in stone. We can edit it anytime we want. We can mix and match the form of our “from” line every time we send a new campaign, choosing one of possible forms.

What are some possible forms of “from” line?

A. First name (Dilip)
B. First name + Last name (Dilip Kumar)
C. First name + Last name, Title (Dilip Kumar, Email Marketing)
D. First name + Company name (Dilip at KiSSFLOW)
E. First name + Last name + Company name (Dilip Kumar at KiSSFLOW)

Step 2: Write an intriguing subject line

  • Consider your prospect’s point of view
  • Personalize it
  • Intrigue them
  • Sound human
  • Tie it to the rest of the email

Step 3: Come up with a smart introduction

An introduction is generally no longer than 2–3 sentences. It isn’t supposed to introduce us or our company to the prospect. Rather, it refers to the message receiver, their expertise, achievements, work and their company. That’s how we catch their attention.

Step 4: Propose some value to your prospect

Here comes the part where you tell the message receiver what you want from them, or in other words, the so-called pitch.

Step 5: End your message with a call-to-action

You’re almost done. You just need to write a call to action (CTA) that will influence your prospects to do what you ultimately want them to do with your cold email. It may be scheduling a quick call, giving you criticism, replying to you, and so on. Anything you’re ready to deal with. Any action you ultimately want them to perform. Keep it simple and clear.

To make sure your addressees will take action, your CTA should:

  • Don’t ask for too much (Start small)

Step 6: Polish up your signature

What’s more, to wrap things up, the often and widely ignored signature. The signature is a full-fledged part of our message and we cannot ignore it. It should tell our recipient who we are and where they can find more information about us and/or our company.

A well-constructed signature can help us shorten the email body and make the message more digestible and recipient focused.

  • Make sure it makes you look trustworthy
  • Include only necessary information
  • If you decide to use HTML, make sure it’s clean

Hooray! If you thought I’m going to give you a specific example of a brilliant chilly email that works, you will be frustrated…or not, cause it’s always better to get a rod rather than a fish, right?

The problem with cold emails is that if you find the one that works great with your prospects, keep to it and don’t overshare. The moment it gets popular, it stops working.

So, you know how to create a first cold email and even why you should do it, but it still doesn’t feel exactly right. If you have a list of prospects you need to find a way to send it smart!

Try it out and ask anything!

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