It’s no secret that most cold emails you receive look identical, same structure, same template, and, more often than not, the same results. Whether it’s an offer for increased revenue, more qualified leads, or better marketing outcomes, they all follow a predictable pattern. The problem is, this “template-driven” approach can make your emails feel like spam, even if the offer itself is valuable. So, how do you break away from the crowd and write cold emails that get responses?
Let’s break it down.
The Problem with Most Cold Emails
A typical cold email looks like this:
- A generic opening sentence: “Hey [name], I hope you’re having a great day!”
- An offer that is overly familiar: “We help companies like yours get X results in Y days.”
- A risk-reversal or performance-based promise: “You don’t pay unless we deliver.”
- The closing: “Can I send more information?”
While this formula sounds fine, it’s everywhere. People are bombarded with the same script over and over. Even when personalization is included, like mentioning the prospect’s name or something specific about their company, it often feels disconnected from the rest of the message. It’s easy to see through, and people categorize these emails as spam almost immediately. The offer might be good, but if your email blends in with hundreds of others, it’s never going to stand out.
Why It’s Important to Break the Pattern
Most recipients, especially decision-makers, are immune to these generic templates. You could offer something they genuinely want, like “10 qualified leads in 6 months,” or “$50,000 in revenue within 90 days,” but if your email looks like every other, they won’t even open it.
To stand out, you don’t need to completely reinvent your approach. Often, small tweaks, like adding one or two extra personalized elements, can make all the difference when you write cold emails. In fact, just including a detail about one of your prospect’s previous clients or partners can be enough to get their attention.
How to Personalize Effectively
Let’s look at a simple example. Instead of saying, “We help companies get 10 new clients in 6 months,” try something like this:
“Hey [name], I saw you delivered fantastic results for [past client]. I’ve found several companies similar to [past client] that could be a great fit for your agency. I’d love to help you close them on a pay-per-client basis. Would it be worth discussing?”
This is the same basic offer as before, but the added personalization about the past client makes it feel more targeted and genuine. It shows that you’ve done your research and aren’t just mass-blasting the same message to everyone.
Go a Step Further: Segment Your Prospects
By digging a little deeper and categorizing your prospect’s previous clients (e.g., are they marketing agencies? SaaS companies?), you can make your email even more relevant. For example:
“Hey [name], I saw you worked with [past client], a successful email marketing agency. I’ve found several similar companies that could benefit from your services. I’d love to help you close 10 to 15 of them, and you only pay us once you’ve been paid. Interested in hearing more?”
This small shift makes your email feel personal without requiring you to write each one from scratch. It also opens up a much more meaningful dialogue right from the start.
Avoid Overused Phrases
When you write cold emails, another quick win is to stay away from the same tired phrases everyone else uses. Instead of saying, “I noticed you’re using [software],” say something more original like, “I heard about your company from [mutual connection] and had to check out your work.” Even a slight tweak in wording can make your email sound more authentic.
Extra Tips for Crafting Stand-Out Cold Emails
1. Create a Compelling Subject Line
The subject line is the first thing your prospect sees, and it can make or break your open rate. A subject line that is too generic, like “Quick question” or “Reaching out,” is likely to be ignored. Instead, try something a little more intriguing or personalized, like “Ideas for improving [company name]’s marketing approach” or “How we helped [competitor’s name] achieve 20% growth.”
Make sure your subject line grabs their attention and makes them curious enough to open the email. Keep it short, specific, and focused on the recipient.
2. Focus on Their Pain Points, Not Just Your Offer
Many marketers who write cold emails focus solely on the sender’s services or benefits without diving into the prospect’s specific challenges. To make your email stand out, start by understanding your recipient’s pain points. Ask yourself, what are their biggest challenges? How can your product or service solve them?
Instead of saying, “We help businesses increase revenue,” try being more problem-focused: “I noticed that your company is growing, but it might be difficult to scale your current process without additional support. We’ve helped similar businesses expand without sacrificing quality. Interested in learning how?”
3. Leverage Social Proof
When you write cold emails, don’t forget to include social proof. Mentioning a past client or a recognizable brand that you’ve worked with can add a layer of credibility. If you have case studies or testimonials, referencing them briefly in your email can make a significant impact. However, don’t go overboard, keep it concise and relevant.
For example, instead of just stating your service, you could say: “We’ve recently helped [Company X] streamline their workflow and boost efficiency by 30%, and I think we could do the same for you.”
4. Make Your Call-to-Action Simple and Clear
The closing part of your email is crucial. Instead of overwhelming your prospect with multiple links or complicated steps, keep your call-to-action (CTA) simple. A good approach is to ask for a small commitment, like “Would you be open to a quick call next week to explore if this might be a fit?” This is much more effective than asking for a detailed demo or long meeting upfront.
You could even suggest a specific time to make it easier for them to respond, like, “Would you be available for a 10-minute chat on Wednesday at 2 PM?”
5. Don’t Be Afraid to Follow Up
One of the biggest mistakes people make when sending cold emails is not following up. Often, the first email gets lost in the inbox shuffle, so a polite and well-timed follow-up can make all the difference. In your follow-ups, avoid simply re-sending the same message. Instead, add value or reference something relevant from your initial email.
A simple follow-up could be: “Hey [name], just wanted to bump this email to the top of your inbox. I know how busy things can get. Let me know if you’d like to explore how we can help you [specific benefit] in the next few months.”
The Power of Creativity in Writing Cold Emails
When it comes to cold emails, it’s not about reinventing the wheel, it’s about being creative in how you present your offer. Your competitors are likely sending emails using the same basic templates, trying to sell the same services. If you can write something that feels just a little different, you’re already ahead of the game.
Remember, it’s not just about the offer. It’s about how you deliver it.
By doing a bit more research and incorporating one or two extra details, you’ll see a significant difference in response rates. And if you’re still not sure how to get these details or personalize at scale, there are tools out there that can automate much of the process. The key is to think a little outside the box and avoid the cookie-cutter approaches that dominate most inboxes.
Final Thoughts on How to Write Cold Emails
At the end of the day, standing out in someone’s inbox isn’t about creating the most complex or revolutionary email, it’s about making small adjustments to ensure your message feels personal and different from the hundreds of others they’ve received. With a bit of creativity, a personalized touch, and a smart follow-up strategy, your cold emails can cut through the noise and get the attention they deserve.
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