What is a cold email blog header

What is a Cold email and how to do it the right way? (Incl. template)

What is a cold email?

A cold email is a type of email that is being sent to a person or company the sender hasn’t previously had contact with.

Cold email doodle

It’s called “cold” because there’s no relationship between the sender and recipient at all.

Why should you use cold emails?

Email is still the most popular and effective way of communication because it’s cheap, fast, and easy to use.

Email is still the most popular and effective way of communication because it's cheap, fast, and easy to use. #emailmarketing Click To Tweet

So why not take advantage of that?

Cold emailing is especially useful when you’re starting out as a self-employed freelancer, who doesn’t have many connections yet.

It’s also very helpful if you want to spread the word about your business when you don’t have a big budget for advertising or promotion.

It basically allows you to reach out to a potential customer in an efficient and quick way, saving time and money.

When to use cold emailing as your marketing tactic?

– When you are in start-up mode

Cold emailing can be an efficient way to get your name out there if you are just starting out. It’s much more affordable than other marketing techniques and helps you build your credibility early on.

Start by developing a list of potential contacts who may be interested in what you have to offer, then narrow the list down to those that are most likely to be interested in your product or service.

Craft a well-thought-out message that will pique their interest and convince them to at least consider your offer. Do your research beforehand, so you know what they do and who they are. Lastly, send it off!

– When you are doing a PR campaign or have a special event to promote.

Cold emailing can be used in both major and minor PR campaigns, to draw attention to your brand, product, or services. It’s also a great way to promote a special event, giveaway, etc.

Find the right person at the publication/website/blog you’re targeting, by doing some research.

Write a message that generates interest and convinces them to cover your story or event. Follow up only if you haven’t received a response.

-When it is necessary to build credibility with an influencer.

Cold emailing can also be used to attract strong supporters, who can generate awareness of your product or service. If you want to get on an influencer’s radar, cold emailing is a sure way to do it.

Research the person you are targeting and find out what they care about. Then craft a message that will interest them in what you have to offer.

Follow-up is crucial. If you don’t receive a response, ask them politely why they didn’t respond and try to understand their perspective.

For example: Why did you not answer me? – instead of – You ignored me!

-When it is necessary to generate leads/sales for your business.

Cold emailing is one of the most efficient ways to generate new leads. Whether you are using it to promote your business, services, or product, cold emailing can be an indispensable tool in your marketing kit.

One of the best things about cold emails is that they allow you to target a particular audience. You can easily locate potential prospects by looking up relevant directories, company websites, and social media profiles.

Craft a message that will pique the interest of your target audience and convince them to take action. Follow-up is also very important if you don’t receive a response.

How to write a good cold email?

Research and personalize the email.

Before you send an email, do as much research as possible to find the right contact. Look at their blog/website/Twitter account for any contact information and use tools like Hunter or Find that Lead, to be sure you have all of your bases covered before sending it out. And then use your finding to personalize each email. By mentioning something unique about the recipient.

Write a strong subject line!

If you fail to capture the recipient’s attention right off the bat, they are likely to delete your email without even opening it. This is why writing a good subject line is so important.

Use active words!

Since your email should be short and concise, avoid using qualifiers or adjectives that don’t add value. Active words will help drive your point across, generate interest and make it easy for the reader to understand what you are trying to say. Active words include verbs like “start” or nouns like “improvement”. Active words can help create curiosity around your message.

Proofread carefully

Make sure your email is free of spelling mistakes. Since this is a cold email, there’s no room for errors. It’s your first impression, don’t make it your only one!

Format your email properly!

This may sound trivial, but it can go a long way in building trust with the recipient. Use bullet points, increase the size of your text and use bolded words to highlight key information. These small formatting tricks will make your message easier to read and understand. Personalize each email

Don’t forget to use “I” statements versus “You” statements. This will help you stay away from sounding too pushy. It’s all about staying objective and creating a good vibe, which is pretty much the opposite of what cold emails are for!

The good and the bad email templates

❌ Example of a bad cold email template:


Hi Jim,

I was just wondering if you are interested in learning more about [your company’s value proposition]? Let me know if you are. I think it could be interesting for your followers. Thanks! Joe Smith.


Why this email is bad:

There is no personalization, it’s just a template that Joe Smith sends to everyone because he has no idea who Jim is. You don’t show any interest in Jim or his followers, you just think your product can be interesting.

✔️ Example of a good cold email template:


Hello Jim,

Your latest blog post about [blog post title] was brilliant! And it got me thinking about the increase in [keyword]. After doing some research on your website, I realized that [your company’s value proposition]. Is this something you would be interested in learning more about?



Why this email is good:

You are showing genuine interest in Jim’s blog posts, you’re trying to get his attention right off the bat and sharing something very specific about him. Plus you are comparing your company’s value proposition versus what he is writing about. You mention it could be interesting for Jim or his followers, so instead of directly asking him to click on your link, you’re trying to build some curiosity.

Follow-up tips to make your cold email campaign successful.

OK let’s say, hypothetically speaking of course, that Jim does click on the link included in your email. He reads about your company and decides it is not for him? What do you do next?

Here are some of the most effective follow-up strategies:

  1. Send a thank you for viewing the note after two days.
  2. Show interest in their company and ask them to share insights about their experience with your product or service. This way, they will realize that you actually took the time to read everything and care enough about what they believe.
  3. If they don’t get back to you and continue clicking on the link of your email, follow up with them after a week. Be sure to mention how often you both have been checking each other’s emails and ask if anything unusual has happened since then. This can definitely get their attention!
  4. In your last email, explain that you understand if they’re not interested in this offer but ask if there’s anything else that could be of interest. This way you can build a long-term relationship with them and maybe work on something together in the future!

A numbers game.

Keep in mind: this is more or less a numbers game. If you send a cold email to one person and don’t get a reply after two or three follow-ups, you should consider moving on. Be persistent, but not annoying!

Don't get a reply after two or three follow-ups? You should consider moving on. Be persistent, but not annoying! #coldemail Click To Tweet

The good thing is that cold emails can be used for anything: promoting your services, asking for advice or simply introducing yourself. It all depends on how you do it and who you send it to.

A checklist before sending cold emails to prospects.

Let’s see if you are ready to send your first cold email. Go over this checklist before pressing the send button:

  1. ⏹️ Ask yourself, “Why should they care about what I have to say?”
  2. ⏹️ Ask yourself “What is the value that my product or service could bring?”
  3. ⏹️ Ask yourself, “Who is the best person to contact?”
  4. ⏹️ Do research on that person and their followers before you send anything.
  5. ⏹️ Create a customized cold email template that will trigger their interest.
  6. ⏹️ Make a list of everyone who has responded positively to your emails, so you can keep building on it!

Remember, cold emailing is not easy, but it can definitely be an effective way to reach out to people.

The Dos and Don’ts in cold emails.

❌ Don’t send a cold email without any preparation.

✔️ Do research on who you are sending your cold email to and what they do.

❌ Don’t use a one-size-fits-all template for your emails.

✔️ Do follow up, but never more than once every 24 hours.

❌ Don’t forget to be social with your prospects!

✔️ Do personalize each email you send out.

❌ Don’t ask for something right away in the cold email. Always build-up to it.

✔️ Do offer them value before asking them to click on any links or buy anything from you at all! Only after your prospect is interested should you share your offer.

❌ Don’t forget to have fun with it! Cold emailing can definitely be lots of fun, so there is no reason why you shouldn’t try this out for yourself!

✔️ Do remember that this is a numbers game and if you get “no” more than once, it’s time to move on.

Can you still send an email to EU clients with GDPR?

Yes, you can and you should. The new regulations only apply to data handling, so sending emails is totally fine. However, if your email campaign has any kind of newsletter or marketing element where prospects are subscribed to your mailing list, the rules apply. You must first get permission before you can send them any promotional emails.

GDPR (General Data Protection Regulation) is a set of regulations put in place by the European Union on May 25th, 2018. Before this date, personal data was handled the way companies wanted to handle it. After GDPR went into effect, all personal data must be obtained with consent first. But simultaneously, you are now allowed to ask for permission before sending promotional emails.

The change may seem small but it can affect a lot of businesses using cold emailing as a marketing strategy. To be safe, you should first ask for permission before sending any promotional emails to your prospects. If they say no, it’s time to move on and find new leads!

You can learn more about GDPR in this article.

The best cold emailing tools.

If you want to step up your cold emailing game, then all the tools below will help you improve it!

1. Outreach.

This is certainly one of the best cold emailing tools ever created and many people have been able to build strong relationships thanks to it. You can either use their free plan or pay for one of the premium ones, that’s up to you.

2. Streak.

This is another great tool that allows you to send professional-looking emails and keep track of everything in your Gmail! If you are looking for an alternative to your existing email provider, then give this a go!

3. Yesware.

This is one of the most efficient tools you will find for cold emailing. You can use it to track all your emails and know who has read them, when and on which device!

4. Sidekick.

If you are looking for a quick but highly efficient way to get more sales , then this tool is for you. It sends a series of emails that you can customize depending on who your prospect is and what they do.

5. Dux-Soup.

This is an all-in-one cold email tool and allows you to create templates in order to save time when sending out multiple emails! It also gives you valuable insights about each prospect, such as their social media accounts, etc.

6. Contactually.

This is another great tool for building relationships faster. It automatically adds all your contacts to different lists and after a while, sends them an email that will help you build new connections!

7. Snovio.

If you are looking for some great cold emailing templates, then this is the tool for you. It also has a great CRM system that will help you keep track of your contacts and follow them up when it’s the time!

So there you have it, a list of 7 cold emailing tools that can take your business to the next level if used the right way. Go out there and start sending better


Cold emailing can be a very powerful marketing strategy if done right.

So don’t give up after one or two attempts, even if you get rejected. Keep working on it and remember to always offer value before asking for anything! This way you will build trust among your prospects and maybe create long-term relationships with them!

Good luck!