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Top 3 Tips on How to Write a Cold Email

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Cold emails get a bad rap because people think it’s spam. You don’t want to spam your clients, but you do want to engage and create real conversions. Writing a great email that does this takes time, but once you get it, you can take your business to the next level.

Below are the top tips on how to write a cold email that will do just that.

Tip # 1: The Right Subject Line

First impressions are everything, so your subject line should be an attention-grabber. The right style and length of your subject lines will make clicking irresistible. Keep your subject line at 50 or fewer characters. You can use less but stay away from spammy words that you would delete instantly. Anything like a discount, get one free, or don’t miss out, lowers your value instantly. Instead, get personal right away.

Research shows that more sales are generated by using your potential customer’s first name as well as an approachable greeting. Keep it personal and natural. Write about how you speak.


Hi there, Dee or Howdy, Lisa.

Tip #2: Opening Paragraphs that Will Be Read

The goal for a cold email is to get it fully read. To do this you want every line to pique your clients’ interest, so they keep reading and respond to your call-to-action (more on that later).

Here are some proven techniques backed by scientific research that will get your emails to read:

Before-after-bridge (BAB)

This setup takes your reader on a journey. The opening should be a relevant problem your lead has, then describe how it could be if that situation was no longer an issue. End it with how you/product/service can help them get there.

Problem-Agitate-Solve (PAS)

This one really focuses in on your leads pain point, stirs it up and then provides the solution. Here is an example of what that might look like:

Hi Ben,

I noticed that a couple of your website’s pages redirect or are errors.

This can cause a major issue when it comes to your user’s experience, costing you tons of money in non-converting traffic.

We have a fantastic SEO package that will make sure each of your site’s pages is fully optimized to get you the best organic traffic and vastly increase your conversion percentage.


This is a pretty popular way to open. In this style, you introduce a big idea, then create a chain of facts or benefits, followed by the hook, or call-to-action.

Attention – Interest – Desire – Action (AIDA)

Just like it sounds, your opening should grab your reader’s attention. A great way to do this is to ask if they would like to save their company X amount of work hours a month. Then let them know your company does just that all the time. Desire – Let them know other great features and facts about how you can save them time, money, increase productivity, and revenue. Take action and ask to set up an appointment – make this specific. Example: I will give you a call on Tuesday at 9 am, okay?

Tip #3: The Close

Like any good sale, it’s not over until your lead is convinced and wants to take action. Make this personal. Your call-to-action should lead them to say “yes”. Make sure your CTA is clear, and they know exactly what to do and why. Here are 3 stellar CTA’s that work. Choose the one that makes the most sense for your lead.

  1. Book a 5-minute slot at your convenience so we can discuss how to optimize your website. Here is a link to my calendar.
  2. Are you free for a call this Thursday at 7 pm?
  3. Is getting more traffic a high priority for you now?


As you can see how to write a cold email is pretty straightforward, although it is a skill that needs to be constantly worked on. Using these expert tips and proven research will help you nail your cold emails. Remember, make a great first impression. Skip the formal and cold greetings and make it warm and familiar right off the bat.

When it comes to your opening paragraph, get it to read each time by choosing one or more of the above techniques. In general, you want them to know your company is the solution to their problem. Make sure your close counts. Create an easy and clear call-to-action that your leads will click each time.