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3. Outreach

What is a cold email?

A cold email is a first message to a person you have not spoken with, sent because their role or company suggests you could help. It is a business introduction, so it works best when it is short, relevant and honest about who is writing.

The parts

  1. A reason for writing to this personOne sentence that shows why this recipient and why now. A reason tied to their company beats a general opener.
  2. One ideaSay what you do for companies like theirs in a line or two. A second idea belongs in the next message.
  3. One askEnd with a single, easy question, such as a short call or whether you should send details.
  4. Clear sender detailsReal sender identity, an accurate subject line and a simple way to opt out. These are legal expectations in many places and good manners everywhere.

Worked example: one send from a freight software company

Harbor Lane Software, a fictional company, sends a first message to 200 prospects. Some addresses bounce, and some recipients reply.

By hand

  1. Sent: 200. Bounced: 12. Delivered: 200 - 12 = 188.
  2. Bounce rate: 12 / 200 x 100 = 6%.
  3. Replies: 9. Reply rate: 9 / 188 x 100 = 4.8%.
Bounce rate6%
Reply rate4.8%

Outcomes of one send, as a share of messages

How to apply it

  1. Pick a small group of prospects who share one problem you can describe in a line.
  2. Write one opening sentence per prospect that names a real detail about their company.
  3. Add one question as the ask, a clear sender name and a line that lets them opt out.
  4. Send in small batches, read the replies, and change one thing at a time.

Mistakes to avoid

  • Using the same opener for every prospect, which reads as a mass message.
  • Packing three offers into one email so the reader has nothing clear to answer.
  • Hiding who is sending or leaving out an opt-out, which damages trust and can break sender rules.

Sales cadence

A sales cadence is a scheduled series of contacts, spread over days and often over more than one channel, that a seller follows to reach a prospect.

Read more

Call to action

A call to action (CTA) is the one step you ask the reader to take next, such as replying, picking a time or confirming a detail.

Read more

Sender reputation

Sender reputation is the running record a mailbox provider keeps about a sending domain or address, built from how recipients and receiving systems treated its past mail.

Read more

Questions

Is cold email legal?
In many places business-to-business cold email is allowed when the sender is identifiable, the subject is accurate and recipients can opt out. Rules differ by country, so check the ones that apply to you.
How long should a cold email be?
Short enough to read at a glance. A few sentences with one reason and one ask is a good starting point.
What is the difference between cold email and spam?
Cold email is targeted at relevant business contacts and honors opt-outs. Spam is bulk, untargeted and ignores the recipient.
Should a cold email include a link?
Often one plain message without links reads as more personal. Add a link only when it helps the reader decide.
How many follow-ups make sense?
That depends on your audience. A short cadence of a few spaced messages is common, and each should add something new.

Tell us what you sell and who buys it

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