Cold emailing – The beginning

A cold email is sent to someone you have not spoken to before and would like to present your services or product to. Doing this correctly can increase your response rate and sales. People are busy. They get so many emails. You have to stand out!

I am not a fan of template emails, but I have to admit that they do save time when you send out repetitive emails. It is very important that these emails are personalised. Show your prospect that you have taken the time to look at the company details and know who they are. People are clued up and will catch on that you have sent them a template email..

1. The Subject Line

The subject line of the email is what will entice your prospect to read your email. It needs to be clear and try to solve some problem you think the company might be having. It won’t help trying to be clever or . Making the prospect annoyed will ensure that they will delete your email without reading it and all further emails you send will be sent to the spam folder.

  • Asking a relevant question in the subject line will make your client curious. People can not resist answering questions. Even if they don’t return your email, they will answer the question mentally and start an internal conversations with themselves about the topic.
  • If this approach does not appeal to you, you could try another approach. There are 6 marketing motivators to help you come up with a compelling subject line. They are: Fear, exclusivity, greed, need for approval, anger and guilt. Now go write a few subject line using these.

The most important part of the subject line is that it is relevant to the company or person you are trying to reach. The goal is to get your client to read the email. A good measure is to ask yourself if you would read the email with the subject line your have just written.

2. Greeting

Use the appropriate greeting for the tone of your email. There is some debate about what is acceptable in modern day emails. Let’s look at the acceptable ones and those that are not.


  • Hallo Jane or Mrs Hunter
  • Hi Jane or Mrs Hunter
  • Good day Jane or Mrs Hunter
  • Dear Jane or Mrs Hunter

Not Acceptable:

  • Jane,
  • To whom it may concern,
  • Howzit,
  • No greeting.

Spell your clients name correctly. It shows attention to detail and it is the least you can do.

4. Call to action (CTA)

This is where you ask the client to do something. Don’t try and force your prospect to have to do something, be gentle. Nudge them in a direction you want them to go. This must not be longer that one sentence.

5. The ending

End your email by thanking the for reading your email and sign it with your name, designation, contact number and website information.

6. What to avoid

Keep the email short and to the point. There are a few things that should not be added into this first email. Here they are:

  • Don’t add links and ask clients to click on them to view. You have not established enough trust for your prospect to want to spend their time on this.
  • Don’t hard sell the client or mention price. You can not establish enough of a need for your prospect to want to buy from you.
  • Don’t ask for a meeting. You can ask for a contact number so that you can follow up the email with a call.
  • Don’t make false promises.

Now that you have written your email, go back and edit it. Read the email aloud and look for any grammar faults.

A last word: There are many people saying that you need to send about 50 emails a day. I believe that quality is better than quantity. Establishing repore with your prospects is what will ensure a lasting and loyal relationship. Spend more time on a few selected prospects than going for the masses.

Following up on these emails is what is going to make sales. So be sure to follow up in a weeks time.

Cold emails are not my first choice for marketing, but it has a place at the table.

I hope this has helped you.

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