10 Tips for cold email that converts

Jan 23, 2023

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Does writing cold email copywriting give you the chills? You are not alone. But there are tricks to the trade that makes this work so that your email converts The number one secret is to humanise your email. The number two is to set your expectations lower than you would for an email campaign for known relationships. Here are 10 tips for cold email that converts. Get to work and start making 2024 a stellar year for your email marketing.

1. Why them

Explain why you contact them specifically, over other people.
Makes them feel unique; and can be like you already know them somewhat, which brings familiarity turning it into a ‘not-so- cold email’.

“Hi Peter, I noticed that you are using widget A to XYZ. Have you tried B?”

2. Trigger emotions

Describe ‘the pain point you’re addressing’ in emotional words.

This is also a way to be funny and bring a smile on the reader’s face. The brain has two parts: one where we process emotions, the other where we process facts. You want to be relating to both parts of the brain in your email, but you want to build a human response first.
“Does using spreadsheets to determine payouts feel like sipping peanut butter through a straw?” Emotions hit differently than facts and logic.

3. Add positive, honest facts

Specific facts anchor you story. Use facts to create a positive tone of ‘opportunity’ to your email. For example: “Our research found that…% of companies are looking to do XYZ in 2023. Are you one of them?” Ensure you don’t mislead for the sake of the argument. You want to build trust. So be trustworthy.

4. A friendly, informal chat

Makes the reader feel as if they are meeting you in person. If you researched them on Linkedin, refer to a relevant recent post by them or one of their colleagues. “Liked your Linkedin post about … and thought to email you.”

5. Be brief & punchy

Edit out all extra words. Can you make it fit in 1 phone screen – no scrolling? You probably can as it’s ok to use sentence fragments at times. — you don’t chat verbally in grammatically perfect full phrases either, don’t you? Fragments are useful: shorten the text; easy to digest; punchy & chatty.

6. Create an irresistible call-to-action

If you create what ‘s called a ‘curiosity gap’ (what they know and want to know), you’ll trigger people’s innate desire to fill the gap. So build a gap around solutions to the pain point you’re addressing in their email. You do this with question and answer.

7. Personalise the email

Use the recipient’s name in the greeting and throughout the email. Also, tailor the message to their specific needs and interests. This shows that you have done your research and are genuinely interested in them.

8. Keep the subject line clear and concise

Make it clear what the email is about and what the recipient can expect. A subject line like “Opportunity for XYZ” is more likely to be opened than “Hello.”

9. Follow up

If you don’t hear back, don’t be afraid to follow up. However, don’t be too persistent. A polite follow-up email is fine, but don’t send more than two or three.

10. Test and measure

Keep track of what works and what doesn’t. Test different subject lines, email formats, and calls-to-action to see what resonates with your audience. Use the data to make informed decisions about future outreach efforts.

Conclusion – Tips for cold email that converts

And there you have 10 tips on for better cold email to outreach with success.

BTW. these tips also apply to cold Linkedin-outreach.

Put it in action

Which ones are you going to apply today ? Contact us for ideas, knowhow and setup advisory.



CloudAnalysts are expert marketing automation consultants. We work with a range email marketing packages, but we’re top certified consultants in Salesforce Marketing Cloud and Pardot (Marketing Cloud Account Engagement).

We work with marketing directors to develop, configure and deliver best-of-breed modern, data-driven marketing on these platforms.

Note: marketing automation traditionally was ‘only email’, our marketing automation solutions today can equally be omni-channel (email + SMS, Chat, Whatsapp, etc).

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