Sending cold emails is more challenging compared to other forms of communication for two main reasons. First, you don’t have an established relationship with your audience. Second, you lack non-verbal cues, making it impossible to adjust your approach on the spot. Consequently, many cold emails don’t succeed.
However, cold emails can be effective. People have built careers and even launched startups using nothing but cold emails. (By the way, I’m referring to personalized emails sent to individual recipients, not mass sales emails.)
What is Cold Emailing
Cold emailing is when you send an email to someone you don’t know with the aim of gaining a benefit, like making a sale or seizing an opportunity. Essentially, it’s a method for introducing yourself to a stranger and attempting to establish a relationship with them, with the goal of eventually converting them into a customer.
There hasn’t been a lot of research done on cold emailing, but Shane Snow conducted an interesting experiment for his book Smartcuts. He sent 1,000 cold emails to executives and received hardly any responses. However, when he tried again with a smaller group from the same pool, he got better results. This time, he applied a few principles that align with my own extensive experience with cold emailing, as well as advice from experts like Wharton psychology professor Adam Grant, and entrepreneurs Tim Ferriss and Heather Morgan.
Five key objectives for successful Cold Emailing
1. Customize the message for the recipient.
Research is essential, but it’s crucial to approach it correctly.
Since 2022, I’ve received around 15,000 cold emails (yes, I keep count). Many of them start with a generic reference to something easily found on the first page of Google results for my name. Then, they dive into absurd requests like, “Hey, can you read my 300-page novel, provide extensive notes, and help me find an agent?” That’s not personalization.
Personalization involves understanding who the recipient is, how they perceive things, what interests them, and what they’re after. It’s about developing a deep understanding of the individual, showing them that you’ve put effort into comprehending them.
You also need to articulate why you’re reaching out to them specifically, rather than anyone else. Studies demonstrate that people are more inclined to assist others when they believe they possess unique qualifications to do so. By clearly delineating their role, you can craft a narrative that resonates with them.
2. Establish credibility
When encountering a stranger, whether in person or via email, we naturally seek to understand who they are and why they’re relevant to us.
Keep this in mind when you’re the one reaching out as the stranger. While you may have researched the recipients thoroughly, they likely know nothing about you. It’s essential to demonstrate your credibility and establish trust.
Having a mutual connection is the most compelling form of social validation you can provide. If you share any direct connections with the recipient, be sure to mention them. A mutual acquaintance instantly bridges the gap, transforming you from a stranger into a more familiar contact.
If you lack direct connections, but possess relevant authority, credibility, or social status, it’s beneficial to mention it briefly—a line or two should suffice. The more significant your perceived importance, the higher the likelihood of eliciting a response.
However, if you don’t hold any notable status, don’t worry. Seek out common ground instead. Belonging to the same group, especially on a personal level, is a fundamental human attraction. Look for unexpected connections, such as shared hometowns or uncommon hobbies. As Adam Grant highlights, “Similarities are most impactful when they’re unusual. We form bonds when we share rare commonalities, allowing us to both fit in and stand out simultaneously.”
The objective is to transition from being a “stranger” to becoming part of the recipient’s circle.
3. Address your audience's concerns or offer something valuable to them.
Why should the recipient pay attention to your email? Why should this busy individual invest their time in responding to it? What’s in it for them?
Keep in mind that people are often more motivated to avoid pain than to pursue pleasure. If you’ve conducted thorough research and identified a significant pain point for the recipient, and you can offer a solution, emphasize that. Consider this scenario: A venture capitalist (VC) acquaintance of mine once expressed frustration on Twitter about constantly receiving parking tickets due to misleading street signs. An entrepreneur seeking to pitch his startup began his cold email with a link to a robo-calling service that handled parking tickets. The VC used the service and was immensely grateful. Not only did he agree to a pitch meeting, but he also introduced the entrepreneur to several other VCs, two of whom ultimately invested in the startup.
If you’re unable to resolve a problem, provide people with something they desire. Offer to introduce them to someone they’re interested in meeting—this is notable because very few individuals offer assistance before making requests. However, your offering should feel suitable, considering you’re a stranger. For instance, sending an Amazon gift card would be awkward and peculiar.
Read Also – What is Email Deliverability?
4. Make it simple, and actionable.
Giving someone the chance to help can be quite satisfying—it might even fulfill a “want.” By seeking assistance, you’re offering them an opportunity to feel good about themselves. However, it’s crucial to make it easy for them.
You’re probably aware that short emails are more likely to be read than lengthy ones. Additionally, emails that clearly request specific actions tend to receive higher response rates. Long, rambling cold emails are ineffective.
One of the most effective ways to keep things concise and direct is to write in a conversational tone. If you were to meet this person at a social event, you wouldn’t immediately launch into a pitch. Instead, you’d introduce yourself, engage in pleasant conversation, find common ground, and then make a request that makes sense in the context of your interaction.
I suggest reading your email aloud before sending it. If it sounds natural, it will likely be well-received. This is my personal method for editing my own writing.
To ensure your request is straightforward and actionable, try to minimize the effort required from your recipient. For instance, saying, “Let me know if you want to meet up,” is not ideal. It places the burden on the recipient to make decisions and sort out the details. Although it’s brief, it’s neither easy nor actionable.
In contrast, consider this approach: “I’m available on Monday or Tuesday between 8 a.m. and 11 a.m. at Compass Coffee on 8th. If these times don’t work for you, please let me know your availability, and I’ll arrange it accordingly.” This provides them with clear, easy-to-follow instructions and specific options to choose from.
5. Show gratitude — and demonstrate some vulnerability.
I would even suggest adopting a somewhat humble approach.
I’m not suggesting you should bow down before your audience as if they were royalty. However, when you’re asking for a favor from someone who doesn’t know you, expressing gratitude and a bit of vulnerability can make them feel like a good person if they choose to help. It also gives them a sense of power and status, as you’re reaching out to them.
This approach yields results. Just expressing genuine gratitude like, “Thank you so much! I truly appreciate it,” can double response rates to requests. And it’s important to let people know it’s okay if they’re too busy. Giving them an out actually makes them more likely to assist you.
While these points may seem straightforward, surprisingly few individuals adhere to them. In my experience, approximately half of the people who have sent me cold emails showed minimal appreciation, often limited to a perfunctory “thanks.” The other half either came across as brusque or entitled. It’s astonishing—strangers requesting significant favors sometimes adopt tones like, “Let me know how quickly I can expect you to get this done,” indicating impatience. However, such attitudes have consequences; they don’t foster a sense of willingness in me to assist them.
Lastly, avoid using templates
If you search for “cold email template” on Google, you’ll come across numerous options. I sifted through dozens of them, and while some were suitable for mass emailing and sales, I couldn’t find a template that was truly effective for personalized cold emails.
This isn’t surprising. Personalization implies that the message isn’t derived from a template. That’s why this article focuses on principles rather than providing specific scripts.
Frequently Asked Questions(FAQs)
1. Why is cold emailing challenging?
Cold emailing can be difficult because you’re reaching out to individuals with whom you have no prior relationship. Additionally, you lack non-verbal feedback to adjust your approach in real-time, making it harder to connect with the recipient.
2. How can I improve my cold emails?
To enhance your cold emails, consider the following:
– Personalize your message to the recipient.
– Validate yourself by demonstrating credibility or authority.
– Address the recipient’s pain points or offer something valuable to them.
– Keep your email short, easy to understand, and actionable.
– Show appreciation and vulnerability to create a connection with the recipient.
3. Why is personalization important in cold emailing?
Personalization is crucial in cold emailing because it shows the recipient that you’ve put effort into understanding them. Tailoring your message to their interests, needs, and preferences increases the likelihood of a positive response.
4. What should I include in a cold email?
A successful cold email should:
– Be personalized to the recipient.
– Establish your credibility or authority.
– Address the recipient’s pain points or offer something valuable.
– Be concise, easy to understand, and actionable.
– Express appreciation and vulnerability to create rapport with the recipient.
5. Should I use cold email templates?
While cold email templates are widely available, it’s generally recommended to avoid using them for personalized cold emails. Personalization is key in building connections with recipients, and templates often lack the authenticity and individualized approach required for effective communication.