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How to Write a Cold Email that Works

cold email must be concise, powerful, and compelling to receive replies. Each part of the message must have meaning and serve a vital communicative function.

We’ve seen it all at Woodpecker. What determines whether a message gets a high response rate? These 6 crucial steps are essential to writing a successful cold email for sales.

Let’s start by looking at what a Cold Email is and how cold email writing has evolved over the years.

You may prefer to learn from videos than reading articles. Woodpecker Academy offers a cold email course lesson 3.

What’s a cold email?

Cold email can be used to establish and maintain business relations.

Let’s look at how business relationships are built in the offline world to get a better understanding. Everything starts with a conversation.

Here’s an example of a scenario: A salesperson attends an industry trade show to meet new customers. They look for ways to have a conversation during the event. Their goal is not to sell their product or boast about their company. They want to make contact and have a conversation. They want to learn more about the prospect’s company and build a relationship with them.

The same principles apply to outbound sales. Cold email can be used to initiate a conversation online. This is a message that you send to someone who probably doesn’t know much about your company. We call them “cold leads” because it is the first time they have heard about your company.

Cold email does not aim to convert people instantly, but rather build relationships with business partners. To put it another way, warm up those leads. Gradually.

How cold emailing has changed.

Since its inception, cold emailing was used for sales purposes. Cold emailing was originally used to pitch an offer. A generic message was usually sent to large numbers of prospects without any segmentation or personalization.

This mass-sales-oriented approach worked well as a lead generation tool because it was a new method and very few people were doing business via email. However, the less effective this approach was the more messages were copied and pasted into prospects’ email inboxes. People became more sensitive to cold emails’ generic tone and sales pitches.

Since then, the way we send cold emails has changed significantly. A sales pitch that is aggressive will fail. Emails that are too generic and impersonal are not effective.

It’s all about building relationships with prospects. Cold email copy should focus on the recipient and not your product. Try to imagine yourself as the recipient. Prospects should feel comfortable with you from the first email. Do not rush to close the deal. Instead, listen to your prospects and learn more about their struggles in daily work. Show them how they can improve or do things more efficiently.

These days, personalization is key to attracting prospects’ interest. Prospecting is an essential part of the success of your cold email campaign.

Personalization also means that you address the exact response of your prospects by creating different versions of follow-ups and defining trigger actions that ping it.

Learn more about your prospects to help you craft messages that are specific to them.

How do you write a cold email?

I recommend reading the entire guide step-by-step and downloading the Cold Mail Checklist.

Step 1: Edit “from” line

You may be surprised to learn that editing the “from” line is a separate step. It is usually used to create a new email, after which we forget about it.

The “from” line still plays an important part in a cold email. It shows who sent the email. This is a crucial part of their first impression. They decide whether they want to read the message or throw it away.

Keep in mind that your addressees may not know you yet

They may be a little suspicious of our email, as we are unfamiliar to them. The “from” line is what they first notice when they view email. They may trust us or scare us off with the “from” line. If they don’t like the first impression, they may delete our email.

It’s a smart idea to go through your source line before you send a cold email campaign.

The “from” line cannot be set in stone. It can be changed at any time. You can choose one of the forms to mix and match your “from” line each time you send a new campaign.

What are some examples of the “from” line?

There are at most 5 forms of from line.

A. First Name (Cathy).
B. First name + Last name (Cathy Patalas)
C. First and Last names, Title (Cathy Patalas Head of Marketing).
D. First Name + the Company name (Cathy@Woodpecker.co
E. First and Last names + the Company name (Cathy Patalas, Woodpecker. co).

Your cold outreach campaign’s “from” line will depend on the context of the message, your target group, and the goal that you are trying to achieve with your email. This could be marketing cooperation, influencer outreach, or a sales deal.

There are several rules that you can use to choose the best “from” line to fulfill your goal. These rules also apply to your email context and the contacts who will be receiving your messages.

Guidelines for editing “from” lines:

  • Be consistent – It should not differ in tone or style from other emails. You can use an informal tone in your email and include the company name as well.
  • Consider your prospect’s view. What would you expect to find in your email if your prospect were you? What is their preferred style of communication? When writing your “from” line, try to imitate it.
  • Create your prospect’s ideal line. Don’t blindly follow any advice on the internet. You have to think for yourself. Your prospects are the best people to know and you will be the one to deliver what they want.
  • Think about who your prospects would most like to talk to. Be specific. This information can be used to modify your “from” line.

These are just a few rules. If you still have some problems, don’t hesitate to check the stand-alone blog post about crafting “from” lines: What Should the “From” Line of My Cold Mail? >>

This may help you to be more clear about what you should write.

Step 2: Create a captivating subject line

The subject line of a cold email could be interpreted as the key to unlocking the door to our message. When they read the subject line, prospects make their first impressions of us. We need to make sure it’s a positive one.

Poorly written subject lines can make an addressee bias against us and our mail. They may decide to not open the email or, worse, mark it as spam, which could cause issues with email deliverability.

These situations can be avoided if we follow these rules.

  • Consider the prospect’s point of view. Think about what your subject line promises to your prospect. What does your email offer them? Is it able to answer their questions or satisfy their needs? It should be about them and not you.
  • Personalize it. Again, the subject line should not be used for self-promotion. It’s not the place to promote yourself, but it is the place to prove that you planned to reach them. It is important to assure the addressee that you are not a spammer sending identical emails to everyone and waiting to see which ones stick.
  • interest them, but don’t tell the truth. You can pique their curiosity. You can get their attention by asking them to reflect on a problem that they might be facing. You can also try flattery to get their attention.
  • sound human You’re writing to an actual human being, so you can’t become a robot. Avoid being too formal or salesy. The subject line should be casual, friendly, and natural. If you don’t know how to do this, imagine that you are addressing someone you know.
  • link it to the email. This ties back to the previous points. You should link your subject line with the rest of your message, no matter what it is. Do not fall for clickbait tactics in your subject line. This will only make your prospects_’ nervous.

Here’s more about composing subject lines:15 Best Subject Lines for Sales Emails We’ve Ever Come Across >>

We have noticed that subject lines are consistent with three “need” patterns. These subject lines can be used to describe a prospect’s need for improvement, change, or innovation. These subject lines are successful because they touch on the most important things prospects care about and allow for personalization.

To find the most open rates, I recommend that you A/B test your subject lines. This step-by_step guide will show you how to conduct A/B tests.

Step 3: Create a creative cold email introduction

You’re now halfway through the message. You now have three seconds to grab their attention and get them to read the rest of your message. We need an engaging introduction.

It is difficult to open a cold email. We tend to talk about ourselves and our company. This could be due to a lack of knowledge or a desire to close the sale by sending our first email. This, however, makes it easy for the email to be thrown out.

How do you write a cold email introduction?

An introduction to a cold email should not be more than two sentences. The prospect should not be introduced to us or our company through email. It refers to the message receiver’s expertise, accomplishments, work, as well as their company. This is how we grab their attention.

A hint of flattery may be the way to go. But don’t overdo it. Enlisting all of their recent activity is a step too far.

You shouldn’t be a stalker. Do not look for information about their families. Keep your career in the profession.

You might also use the few sentences from your introduction in the cold email to ask them about their problems. You can also talk about any problems you have noticed in their lives that you can help with.

The introduction should be viewed as an opportunity for you to demonstrate to your prospects that they have received the message. You’ve done your homework. They weren’t just randomly reached out to you. You were deliberate about it.