Ultimate Guide to Cold Email: Getting Results in 2024

Tired of sending out countless emails and hearing crickets in response? We feel you. We’ve all been there, wondering how to grab someone’s attention and make a lasting impression in the vast sea of inboxes. Well, fret no more!

In this article, we’ll dive into the art of cold emailing and unlock the secrets to crafting emails that actually get noticed. Whether you’re a job seeker, entrepreneur, or salesperson, we’ve got you covered.

We’ll explore how to craft the perfect cold email, share practical tips, and reveal some proven strategies to increase your chances of getting a response.

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So, grab your favorite beverage, sit back, and let’s unravel the mysteries of the cold email together. Ready to make your inbox come alive? Let’s get started!


Understanding the Cold Email Landscape

In the vast world of sales and marketing, there’s a tool as sharp as a double-edged sword – the cold email. You’ve probably been on the receiving end of these unsolicited messages. But how much do you really know about sending cold emails effectively? Let’s break it down.

What is a Cold Email?

A cold email is an unsolicited email sent to a potential customer, investor, or partner who hasn’t had any previous interaction with your company. It’s the email equivalent of a cold call, hence the name, but it can also be referred to as cold call emails. The primary goal is to capture the attention of the recipient and spark a conversation that can eventually lead to a fruitful business relationship.

Cold Email vs. Spam

One common misconception is that cold emailing is akin to spam. However, there’s a significant difference. A spam email is an unsolicited, often generic message sent to large groups of people without their consent. In contrast, a well-crafted cold email is a targeted, personalized message sent to a specific person with the intention to build a professional relationship.

To make sure your cold email doesn’t end up in the spam folder, it must provide value to the recipient and respect the guidelines of email marketing best practices. Plus, you should always give recipients the option to opt out.

The Value of Cold Emailing

Cold emailing remains a powerful tool in the sales process. It’s an efficient, scalable, and cost-effective method for lead generation. It allows you to reach out to potential customers, even if you don’t have a mutual connection.

Cold emailing gives you the chance to introduce your company and your product to prospects who might not know they need your solution. It’s your opportunity to identify their major pain point and propose how your product or service can solve it. Moreover, it opens the door to initiating a conversation, establishing relationships, and nurturing cold leads into hot ones.

Crafting the Perfect Cold Email

Now that you understand the importance of cold emailing, let’s explore the anatomy of an effective cold email.

1. Subject Line

The subject line is arguably the most critical element of your cold email. It’s your first impression and the key factor that determines whether or not your email will be opened. As such, crafting the perfect subject line is crucial.

When creating your subject line and sending cold emails, aim for one that is catchy, compelling, and honest. Avoid any subject line promises you can’t fulfill in the email body. Also, steer clear of all-caps, too many exclamation points, or overly salesy language that might trigger spam filters. A good subject line strikes a balance between intrigue and professionalism.

It’s important to personalize your subject line. This could mean including the recipient’s name, job title, or their company name. A personalized subject line shows the recipient that the email is meant specifically for them and not a mass email blast.

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For instance, if you’re reaching out to a CEO of a tech startup, your subject line could be something like:

“John, how [Your Company Name] can boost [Prospect’s Company Name]’s growth 🚀.”

Remember, even the best cold emails won’t work if the subject line isn’t compelling enough to entice the recipient to open it. Experiment with different types of subject lines, track your open rates, and refine based on what works best for your target audience.

But, bear in mind that a poorly written subject line can hurt your cold email campaign. It can not only lead to low open rates but also damage your brand reputation. Therefore, take time to craft a strong subject line that accurately reflects the content of your email.

Remember, your cold email campaign starts with the right cold email strategy.

The Art of Writing Cold Emails

The body of your cold email is where you make your pitch. It’s your opportunity to introduce yourself, show your value proposition, and spark the interest of the recipient. Here’s a step-by-step guide on writing cold emails that yield results.

2. Introduction

The opening lines of your cold email should be about the recipient. This is where you grab their attention by showing that you’ve done your homework. Compliment them on a recent company achievement or briefly mention a mutual connection, if you have one. For instance, if you met the recipient or their colleague at an industry conference, this is the place to mention it.

An effective cold email introduction should be brief yet engaging. It should clearly communicate that the cold email introduction is not a generic message but a personalized one, tailored to the recipient’s needs or interests.

3. Identify the Pain Point

After your introduction, it’s time to bring up the pain point that your product or service addresses. This should be a problem that the recipient is likely experiencing. But, be careful here. You need to show empathy and genuine interest in helping solve this problem.

For example, if your software helps companies streamline their sales process, you might mention how time-consuming and inefficient manual sales processes can be.

4. Show the Solution

Once you’ve identified a pain point, it’s time to introduce your solution. However, resist the urge to dive into a lengthy description of your product or service. Instead, focus on how it specifically addresses the pain point you brought up earlier this blog post.

Remember, to start writing your cold email isn’t the place to make a sale—it’s to start a conversation. Your solution should sound like a logical next step for them to consider. It’s also beneficial to include a bit of social proof here, like a testimonial from a satisfied customer or notable achievement of your company.

5. Call to Action (CTA)

Every effective cold email ends with a clear call to action. The CTA should guide the recipient on what to do next, whether it’s scheduling a call, signing up for a free trial, or visiting your website for more information.

Your cold email CTA should be compelling and easy to act upon. For example, if you want the recipient to schedule a call with you, consider including a link to your calendar.

6. Sign Off

End your, write a cold email, with a professional sign off, your name, your job title, and your contact information. A sign off like “Best,” “Regards,” or “Looking forward to hearing from you,” works perfectly.

Remember, each part of the cold email, from the subject line to the sign off, plays a crucial role in your cold email campaign’s success.

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Cold Email Template

To illustrate how all these parts come together, let’s consider a cold email template.

Subject Line: [Recipient’s Name], let’s boost [Prospect’s Company]’s productivity 🚀

Dear [Recipient’s Name],

I hope this email finds you well. I recently came across an article about [Prospect’s Company] in [Publication], and I was impressed by [specific detail about their work].

As someone who works with various companies in [Recipient’s Industry], I’ve noticed that many struggle with [Pain Point]. I’m reaching out because I believe [Your Company Name]’s solution could be of significant benefit to [Prospect’s Company].

Our product, [Product Name], has helped companies like [Testimonial Company Name] to [Brief description of what your product did for Testimonial Company].

I’d love the opportunity to discuss how [Your Company Name] might be able to assist [Prospect’s Company] as well. Could we schedule a call next week to discuss this further?

Looking forward to your response,

[Your Name]

[Your Job Title]

[Your Email]

[Your Phone Number]

This cold email template is simple but effective, hitting all the necessary bullet points, without being too lengthy. Remember, the goal of your cold email is not to close a sale but to start a dialogue.

Making Your Cold Emails Stand Out

In an increasingly crowded inbox, making your cold emails stand out from the rest is vital. Let’s take a closer look at how you can enhance the effectiveness of your cold email campaigns and avoid common pitfalls.

Personalize Your Cold Emails

In the realm of cold emailing, personalization is key. The more you tailor your message to the recipient, the better your chances of getting a response.

A personalized cold email demonstrates that you’ve taken the time to learn about the recipient and their company. This could involve mentioning recent company news, a mutual connection, or how your solution can solve a problem specific to their industry or role.

Research your recipient’s company and role extensively to inform your personalization. The company’s website, LinkedIn profile, and recent news articles are good starting points.

Keep in mind, the goal of personalization is to show genuine understanding and interest in the recipient’s needs, not just to tick a box. Overdoing it can come off as insincere and harm your chances of success.

Choose the Right Cold Email Template

Your choice of cold email template is important in shaping your message. The right cold email template provides a structure that makes your message clear and easy to read, while still allowing for personalization.

Templates should never be used verbatim. Instead, think of them as a starting point. Modify them to suit your unique selling points and the specific needs of each recipient.

Mailarrow, our cold email outreach software, offers a variety of customizable templates to help you get started. Each email template used is designed by sales professionals to enhance your email’s effectiveness, whether you’re reaching out to potential clients, investors, or partners.

Proofread, Proofread, Proofread!

Nothing undermines the professionalism of your cold email like spelling and grammatical errors. They can make your email seem less credible and hurt your chances of getting a response.

Take the time to proofread your cold emails thoroughly before sending them out. Pay close attention to the recipient’s name and company name—missteps here are particularly noticeable.

Experiment and Analyze

A successful cold email campaign is not a one-size-fits-all. What works well for one target audience might not work for another. Be prepared to experiment with different approaches, then analyze and adjust based on the responses you receive.

Trial various subject lines, email body content, calls to action, and sending times, and see what yields the best results.

Following Up

The initial email is just the beginning. Most cold email campaigns involve multiple follow ups. In fact, many successful sales relationships start after the second, third, or even fourth email.

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Mastering the Follow-Up

One of the most common mistakes in cold emailing is giving up too soon. Not getting a response right person to your initial email doesn’t mean your prospect isn’t interested—it could simply mean they’re busy. This is where follow-ups come into play.

The Importance of Follow-Ups

Cold email outreach isn’t a one-and-done effort—it’s a process. Studies show that it can take up to seven touches to get a response from a cold lead. This means that your first cold email campaign won’t always result in a response, but that doesn’t imply failure. It’s the consistent follow-up that often makes the difference between a cold lead and a hot lead.

How to Write Follow Up Emails

Crafting the perfect follow-up email requires careful thought. A poorly executed follow-up could come off as intrusive or desperate, while a well-crafted one can re-engage the recipient and move them towards a positive response.

Start with a friendly reminder of your initial email. You don’t have to rewrite your entire first email—just a brief summary will do. Then, offer something of value to the recipient. This could be a piece of industry news, a recent study relevant to their business, or an invitation to an event. Offering value can help you stand out and shows that you’re invested in the recipient’s success.

Timing Your Follow-Ups

The timing of your follow-ups is also crucial. It’s important to give your recipient time to respond to your initial email, but not so much time that they forget who you are.

A general rule of thumb is to send your first follow-up email three to four days after your initial email. If you don’t get a response, send another follow-up seven to ten days later. And don’t forget to vary the days and times you send your emails. This increases the chances of your email landing in their inbox at a convenient time.

Automating Your Follow-Ups

Automated follow-ups can be a game-changer for your cold email outreach. Using cold email software like Mailarrow, you can set up a sequence of automated follow-ups that get triggered based on the recipient’s actions. This helps maintain consistent communication and ensures no hot leads fall through the cracks.

Utilizing Cold Email Software

Sending out a high volume of personalized cold emails and managing follow-ups can be a time-consuming task. That’s where personalized cold email and software comes in. It streamlines the process, helping you to manage your campaigns more effectively and efficiently.

Enhancing Productivity with Cold Email Software

A quality cold email software like Mailarrow doesn’t just save time; it can also significantly enhance the productivity of your sales process. By automating the tedious task of sending out cold emails, sales professionals can focus more on nurturing relationships and closing deals.

Features to Look for in Cold Email Software

When choosing a cold email software, consider the following features:

  1. Template Library: A library of pre-designed templates can make crafting effective cold emails much easier. They serve as a great starting point which you can then personalize to your prospect’s company and pain points.
  2. Personalization Fields: This feature allows you to automatically insert personalized information, such as the recipient’s name, company name, or job title, into your emails.
  3. Automated Follow-Ups: This feature enables you to set up a sequence of follow-up emails that automatically get sent if you don’t get a response to your initial email.
  4. Tracking and Analytics: Good cold email software should provide analytics to track your campaign’s performance. This can include open rates, click-through rates, and response rates, allowing you to continuously optimize your cold email strategy.

Using Mailarrow for Your Cold Email Outreach

Mailarrow is an excellent example of cold email software that offers all these features and more. It’s designed to make your cold email outreach as effective as possible, with a user-friendly interface, robust analytics, and a wide range of customizable templates.

Using Mailarrow for your cold email outreach can help you send effective cold emails, manage your follow-ups more efficiently, and ultimately convert more cold leads into qualified leads.

Cold Email and the Sales Funnel

Understanding where cold email fits in your sales funnel is key to running effective cold email campaigns. Cold emailing can be an incredibly powerful tool for generating leads and moving them through your sales funnel, if used correctly.

Cold Emailing for Lead Generation

At the top of the sales funnel, you’re looking to generate awareness and attract potential leads. This is where cold emailing comes in.

By reaching out to a targeted list of prospects who fit your ideal customer profile, you can introduce your product or service, pique their interest, and ideally, spark a conversation. Cold emailing at this stage is about getting your foot in the door and starting a relationship.

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Moving Leads Down the Funnel

Once you’ve made initial contact and established a level of interest, the goal is to move your leads down the sales funnel, from being aware of your product or service to considering it, and eventually deciding to purchase.

At this stage, the content of your cold emails should shift from a general introduction of your product or service to more detailed information that addresses your prospect’s specific pain points and how your product or service can solve them. This can include case studies, customer testimonials, or specific examples of how your product or service has helped other similar companies.

Using Cold Emails to Nurture Leads

Cold emailing can also be used to nurture leads that aren’t quite ready to buy. By consistently providing them with valuable content and showing how your product or service can meet their needs, you keep your brand at the top of their mind, so when they’re ready to make a decision, you’re the first they turn to.

Cold Email and Closing the Deal

While it’s less common, cold emailing can sometimes lead directly to a sale, especially with more transactional, low-cost products. However, in most cases, the goal of a cold email is to get a conversation started. Once you’ve established a dialogue, you can then move into more traditional sales tactics to close the deal.

Selling a Product or Service with Cold Email

It’s time to get to the heart of why we’re all here: selling. Whether it’s a revolutionary product or a much-needed service, your objective is to pique interest and inspire action. Let’s delve into how to write to write effective cold emails to sell your specific product or service.

Craft a Product-Focused Message

When sending cold emails, the right person will only respond positively if your message is relevant to them. Instead of focusing solely on the features of your product or service, frame your message around how your offer solves their pain points.

As always, personalization is key. Research your prospect’s company and try to understand their needs. If your product or service can genuinely help them, it’s your job to communicate that in your email body.

Provide Social Proof

Social proof, such as testimonials or case studies from satisfied customers, can significantly boost the credibility of your offer. If possible, use social proof from companies similar to your prospect’s. This will make your claims more relatable and convincing.

Include a Clear Call to Action

In your product-focused cold emails, your call to action (CTA) should guide the recipient to the next step in the sales process. Whether it’s scheduling a demo, downloading a resource, or simply replying to the email, make sure it’s clear what you want them to do next.

A Step-by-Step Guide to Your First Product-Focused Cold Email

  1. Subject Line: Start with a catchy subject line that promises value. It could mention the product or service you’re offering, but the focus should be on the recipient, not you.
  2. Introduction: Begin your email by briefly introducing yourself and your company. Make sure to convey genuine interest in the recipient’s business.
  3. Value Proposition: Outline the benefits of your product or service, focusing on how it addresses the recipient’s specific pain points. Keep this part brief and easy to understand.
  4. Social Proof: Include a testimonial or case study from a satisfied customer, preferably from a company similar to the recipient’s.
  5. Call to Action: Clearly state what you want the recipient to do next.
  6. Sign Off: End with a friendly sign-off. Thank them for their time and express hope for future discussion.
  7. Follow-Up: If you don’t hear back within a week, send a follow-up email. Remember, persistence often pays off in cold email outreach.

The Art of Crafting Cold Email Subject Lines

Perhaps the most critical element of your cold email is the subject line. Even if you have the most persuasive cold email examples and body, it won’t matter if your email isn’t opened. In this section, we’ll explore how to create compelling cold email subject lines that encourage opens and reads.

Understand the Importance of Cold Email Subject Lines

A good subject line can make or break your cold email campaign. If your subject line doesn’t compel the recipient to open the email, all your efforts in crafting the perfect cold email format and body will be wasted.

On the other hand, a compelling and catchy subject line can pique curiosity, convey value, and give the recipient a reason to open your email, increasing your chances of getting a response.

Avoid Spam Triggers

When writing cold email subject lines, avoid words and phrases that trigger spam filters, such as “free,” “guarantee,” or “instant profits.” Emails with these words in the subject line are likely to end up in the spam folder, never to be seen by your target audience.

Make a Promise (and Keep It)

Your subject line should make a promise to the recipient about what they’ll gain from reading your email. It could be valuable insights, a solution to a problem, or an exciting opportunity. However, it’s crucial that your email body delivers on this promise. If not, you risk damaging trust and losing potential leads.

Personalize Your Subject Lines

Including the recipient’s name, job title, or company name in the subject line can boost open rates. It shows that the email is intended specifically for them, making it more likely they’ll open it. However, personalization must be relevant and not overdone, or it can come off as creepy or desperate.

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Test and Iterate

There’s no one-size-fits-all solution when it comes to cold email subject lines. What works for one audience might not work for another, so it’s essential to test different approaches, analyze the results, and iterate based on your findings.

Cold Email Subject Lines That Get Clicks

As we delve into the final part of our comprehensive guide on cold emailing, let’s take a practical approach. Below are examples of compelling cold email subject lines and some key takeaways you can apply to craft your own sales emails.

Cold Email Subject Line Examples

  1. “John, I loved your recent blog post on AI innovations”
  2. “Can we help [company name] save time on project management?”
  3. “Improve your SEO ranking in 30 days”
  4. “Thought you might find this industry report interesting, [first name]”
  5. “[Company name]’s solution to your customer retention problem”
  6. “Exciting partnership opportunity for [company name]”

Each of these subject lines is personalized, concise, and speaks directly to the recipient’s interests or pain points. They offer value, pique curiosity, or present a potential benefit, giving the recipient a good reason to open the email.

Strategies for Crafting Your Own Subject Lines

  1. Keep it short and sweet: With most people reading emails on mobile devices, shorter subject lines tend to perform better. Aim for 50 characters or less.
  2. Add personalization: As shown in the examples, personalization can increase open rates. Use the recipient’s name, job title, or company name.
  3. Convey value: Make it clear what the recipient will gain from opening your email. Whether it’s a solution to a problem, an interesting insight, or a promising opportunity, convey this in your subject line.
  4. A/B test your subject lines: Not sure which subject line will perform best? Test two different ones to see which gets a higher open rate. This can provide valuable insights for future cold email campaigns.

Cold emailing is a powerful tool in your outreach and sales strategy. With careful planning, thoughtful personalization, and compelling subject lines, you can increase your chances of catching your recipient’s attention and turning cold leads into hot prospects. Remember, persistence is key, and every ‘no’ brings you one step closer to a ‘yes.’

Try out these techniques and sign up for Mailarrow, our cold email outreach software, to streamline your cold emailing process and drive better results!


How do you send a professional cold email?

Sending a professional cold email involves several key steps:

  1. Research your prospect thoroughly to personalize your message.
  2. Craft a compelling subject line to increase your open rates.
  3. Keep the email body concise and focused on the recipient’s needs and pain points.
  4. Include a clear call to action, so the recipient knows what to do next.
  5. Follow up if your cold email doesn’t receive a response.

Remember, always respect your recipient’s time and privacy, and only send cold emails that offer genuine value.

Is cold emailing illegal?

No, cold emailing is not illegal, provided you comply with anti-spam laws. In the U.S., the main law governing cold emailing is the CAN-SPAM Act. It sets several requirements, such as including a clear way for recipients to opt out of future emails and not using deceptive subject lines or headers. It’s essential to familiarize yourself with these laws before starting your cold email campaign.

What is a cold email example?

Here’s an example of writing a cold email:

Subject Line: “Can we help [company name] streamline its project management process?”

Dear [Recipient’s name],

I recently came across [company name] and was impressed by your focus on efficient project management.

As a [your job title] at [your company name], I’ve helped companies similar to yours streamline their project management processes, resulting in improved productivity and reduced costs.

Would you be open to a quick call next week to discuss how [your company name] could help [company name] achieve similar results?

Best, [Your name]

How do I write a cold email to sell my product?

Writing a cold email to sell your product involves highlighting the value your product can offer to the recipient. Here’s a simple step-by-step guide on how to write cold emails:

  1. Begin with a personalized introduction that shows you’ve done your research.
  2. Clearly explain what your product does and how it can solve a problem the recipient has.
  3. Include social proof such as testimonials or case studies to build trust.
  4. End with a clear call to action, such as asking for a call, meeting, or reply.
  5. Follow up if you don’t get a response.

Remember, the goal of your initial email isn’t necessarily to make a sale, but to start a conversation.

How do you send cold emails at scale?

Sending cold emails at scale requires a combination of automation and personalization. Using cold email software like Mailarrow, you can automate many aspects of the process, such as sending the emails and follow-ups. However, it’s essential to personalize each email to the recipient’s specific needs and circumstances to increase your chances of getting a response.

What is a cold email outreach?

Cold email outreach is the process of reaching out to individuals or businesses who are not currently in contact with you, with the aim of generating leads, sales, or relationships. It is a widely used tactic in sales and marketing and can be highly effective when done right.

Serge Shlykov is the founder of Mailarrow. Rotterdam Business School graduate and a long-time software engineer he has been running his own agency and SaaS business before realizing how many people are struggling with cold email outreach. This made him create Mailarrow, the cold email outreach software that helps you build great relationships at scale. Find him on Twitter and LinkedIn

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