Cold Emails — The Right Way
In many ways, the “cold email” has replaced the cold call in today’s society. While there is no exact template to writing the perfect cold email, we have some suggestions you can use to help maximize your chance at getting a response.
First, email the right person. Try to email the person who is most closely responsible for what it is you will be asking for in the email. Do your research using company websites, LinkedIn, or any other resource you have.
Second, get your recipient to actually open the email. The best way to do so is by creating an intriguing subject line. In order to formulate your subject line, think about what you are really saying in the email and condense it down into the subject. Keep it short and sweet. 5–7 words is all you need. Be sure to clearly communicate what exactly it is you are looking for in the email, while also speaking directly to the recipient’s interests.
Third, keep the email short and concise. 3–5 sentences, at most, should get the job done. People are more willing to respond to emails that can be read and answered in a minute or two, so be sure to be as concise and specific as possible. Start with why you are reaching out to the recipient, specifically. What is it about them that struck you? Why did you choose to reach out to them? What is it about them you admire? These are all examples of reasons people will feel they have something constructive to contribute. When people feel their expertise is valued, they are more willing to help. Doing your homework on the recipient helps make you and your email relevant, in addition to showing you put time and effort into the email rather than sending a blast to a list of recipients.
Fourth, it is in your best interest to offer some value to the recipient. You are asking for a favor. Make the relationship mutually beneficial from the start. Regardless of whether or not the recipient takes you up on your offer, or if they even have a use for your particular set of skills, the offer itself shows you are thinking of this as a give and take relationship, rather than a selfish request. If you think you’re too young or inexperienced in your industry, you still have a social network. Offer to leverage it for their benefit.
Finally, don’t ever ask someone to meet for coffee. If a stranger emailed you and wanted to meet, would you spend 30 minutes or more of your time heading out to speak with them? Probably not. It is better to begin with an email asking a specific question. Do not ever ask to pick their brain. Rather, think of the questions you would ask them should they say yes, and ask those instead. If they respond and the conversation seems engaging, ask for a phone call. Take it from there as to whether or not you feel it would be beneficial to meet in person, but always begin with the email. And if they don’t respond to the initial request, don’t be afraid to follow up!
The following sources contributed to this article
The Art of the Cold Email — Uncubed
How to Write A Cold E-mail — Frances Bridges
The Art of the Cold-Call Email — Miki Agrawal
7 Tricks to Write an Effective Cold Email — Kevin Gould
Write Better Cold Emails So You Get a Response — Mihir Patkar
