Digital Marketing 26 November 2019

First of all, what is a cold email?

An email you send to people who don’t know you at all.

Its a difficult task to introduce yourself by email to people who don’t know you. Most likely, the emails you send will end up in the bin or marked as SPAM. Aren’t you tired of constantly receiving advertising through your mail? Well this is exactly how your potential clients feel.

We are aware that sending cold e-mails is not easy; is very common to abandon a cold email strategy at an early stage for feeling discouraged or rejected too soon. But before you quit, do not forget that sending cold emails can be a crucial part of your sales funnel.

Email users receive an average of 150 emails per day, so you need to stand out. In order to get your emails read, you will need to prepare effective email templates to differentiate your emails from the rest.

Why sending cold emails to find new customers

Now let’s focus on what you should, or should NOT do when sending cold emails:

Tips to send cold emails

#1. Personalise your email

Why would anyone want to read an e-mail that is sent to thousands of people in different companies and fields? Why would our potential clients waste their time reading an email like that? They will put it instantly in the trash.

You need to connect with your potential client, build a relationship.

Personalising the e-mail is a must. Write the name of your potential client, refer to his/her company and the things they do. Investigate it thoroughly so that the e-mail is written as if you were writing to a friend.

You have to show that you really care about that potential customer, who is not one more number in a giant list of people.

#2. Don´t speak too much about yourself

Introduce yourself briefly and take action straight away. Talk about the benefits that the client could get hiring you, mention the weak points in which you could come into the game and help, and explain how you found out about them.

Talking too much about your business will make the potential client delete your e-mail. Your potential clients like to talk about them, not you. Apply it!

#3. Be concise and simple

Try not to overwhelm your potential readers by putting images, logos, PDFs attached, etc. Be simple and concise to prevent your e-mail from being immediately sent to the SPAM folder.

Avoid long sentences without a clear objective and don´t use abstract words that are commonly used, but nobody knows what they mean.

Have you ever read one of these long sentences, and when you finished reading you didn´t know what it was about? Well this is why you must avoid long sentences when writing your cold emails. Be very specific, the less abstract you are, the better.

Translate the abstract into concrete. This can only be achieved if you know what your client wants, what their pain or weak points are, and how your services can help. This will require you to conduct an integrative customer research prior to sending your cold email.

#4. Write your email with a genuine will to help your potential clients

Your potential client needs to see the benefits from working with you. Only this way might develop the wish to arrange a phone conversation or a face-to-face meeting with you.

Try to discover your potential client weaknesses and refer to them in your e-mail.

#5. Empathy. What is your potential client’s situation?

How are your potential clients? Under what circumstances will they receive your mail?

If a potential client is too busy, might receive your email and actually read it but forget about it because he/she is doing something else. Think of all the possible situations your potential client might be in.

Moreover, you need to define as concisely as possible who are your buyer personas.

In addition to writing your cold email with empathy, you need to investigate the receiver carefully prior to send it.


We have been reiterating how important research is prior to sending cold emails. Remember to find out:

Investigate how to add value to your client and then write the e-mail.

It is not enough to assume what we offer will interest our potential clients. Perform a Buyer Persona thinking about solving relevant weak points and improving specific situations.

#6. Include a CTA

Do not forget to include a call to action on your cold email. Suggest arranging a face-to-face meeting or a Skype meeting, even a phone call.

Without a call to action, your email will probably be ignored. A call to action does not guarantee you will get a response, but not including the CTA will obtain no results at all. Think of the hundred emails we receive a day. If we find an email is interesting but we are not “asked to do anything”, we migth keep if for when we need it, but forget about it at some point.

#7. Follow up

Its a very common mistake not to record every cold email that we have sent, along with the date and the message. It’s very important to have a record of the people we have contacted, keeping track of any replies and the amount of ignored emails in order to follow up on what we have, or we have not achieved with our strategy.

#8. Don’t give up

If you quit, you will not get results, its about statistics. In order to succeed, follow up on your strategy, apply it with discipline and don’t give up.

Do not feel discouraged by ignored emails or a NO as an answer from your potential clients. You have to adopt an attitude of persistance and tenacity, patience, and results will with time.


It’s okay not to get immediate answers


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