How to Write a Good Cold Email: A Step-by-Step Guide
Let’s face it—cold emailing is tough. You’re reaching out to someone who doesn’t know you, trying to start a conversation without sounding like every other sales pitch in their inbox. And in today’s world, inboxes are full, attention spans are short, and the competition is fierce.
But here’s the good news: writing a good cold email doesn’t have to be complicated. You just need to make it feel human, keep it relevant, and offer something of value. Think of it like a friendly nudge—nothing pushy, just enough to spark curiosity.
Whether you’re trying to get a response, book a meeting, or simply start a conversation, these steps will guide you through writing a cold email that actually gets read and replied to.
1. Understand Your ICP (Like, Really Understand Them)
Before writing your email, get to know your Ideal Customer Profile (ICP) inside and out. What are their key goals? What pain points are they dealing with? What metrics matter most to them? Whether it's a VP of Sales worried about pipeline growth or a Head of Customer Success focused on churn reduction, knowing what’s on their mind is crucial.
Pro tip: Spend time reading their LinkedIn posts, recent company news, or anything that gives you insight into their current priorities.
2. Do Your Research (But Don’t Go Overboard)
A little research goes a long way, but don’t go too deep—you don’t need to know their entire life story. Just find a few key details about their company or role that you can tie into your email.
For instance, if their company just launched a new product, mention it in a way that connects to your message:
“Congrats on the recent product launch! How’s your team handling the increase in customer support inquiries?”
This keeps it light and professional without feeling forced or overly personal.
3. Focus on Their KPIs (Not Your Product)
Here’s the deal: your cold email isn’t about you—it’s about them. Forget about listing all the cool features of your product. Instead, think about what they care about. What metrics are they being measured on? What are their top priorities?
For example, instead of saying,
“We offer a sales automation tool that increases productivity,”
Try,
“Most sales leaders we talk to mention how tough it is to keep deals moving after the demo. Does that sound familiar?”
This approach makes it about their challenges, not your solution.
4. Keep It Conversational (Like You’re Talking to a Colleague)
When writing a cold email, imagine you’re talking to a colleague. Keep it casual, friendly, and straightforward. You don’t need formal phrases like, “I hope this email finds you well.” Instead, go for something like:
“Hey [Name], I came across your post about [topic] and wanted to ask a question on [related topic]”
For subject lines, make them feel specific and internal. Something like “Compensation question” works well because it sounds personal, not salesy.
5. Make It About Them, Not You
This is where most cold emails go wrong—they talk way too much about the sender’s product. But here’s the reality: your prospect doesn’t care about your product. They care about their own problems and goals. So make the email about them, not you.
Instead of:
“We help companies improve customer support,”
Try:
“Are you dealing with a surge in customer support tickets after your recent product launch? We’ve helped teams like yours reduce ticket volume by 30% through automation.”
By focusing on solving their problem, you’re giving them a reason to engage.
6. Address Their Pain Points (That’s What Gets Responses)
If you really want to get their attention, speak to their pain points. When you mention something they’re struggling with, it feels like you understand their world—and that’s what gets them to respond.
For example:
“Most HR leaders we talk to mention how manual performance reviews take up too much time. Does this sound familiar?”
When you hit on a problem they’re already dealing with, they’re more likely to want to hear what you have to say next.
7. Beat the Spam Filters (Both Technical and Mental)
Cold emails have two big barriers: the technical spam filter that keeps them out of the inbox, and the mental spam filter that decides whether they’ll even read it. To beat the first one, avoid spammy words like “free” or “guaranteed.” For the second one, make sure your email feels personal and relevant, not like a mass message.
The goal is to sound like a real person reaching out, not a bot.
8. Use Humor (But Don’t Overdo It)
A little humor can help your email stand out and make you more relatable, but it has to feel natural. The goal is to be light-hearted without trying too hard. Here’s a fun example you can use in follow-up emails:
“How have you gone this long without responding? I’m lovely to talk to. :)”
And you can even add a GIF for extra effect!
This adds a playful touch without being too pushy and shows personality in a way that feels human.
9. Personalization (But Keep It Relevant)
Personalization is great, but only if it’s relevant. Mentioning something about their company or role works well—just don’t make it too personal.
For example:
“Hey [Name], I saw your recent post on team alignment. How are you handling performance reviews with everything else going on?”
This shows you’ve done your research, but it’s still focused on their professional world, not their personal life.
10. Subject Lines: Keep Them Specific and Internal
Your subject line is the first thing your prospect sees, so make it specific and natural. Something like “Compensation question” or “Quick thought on [topic]” works because it feels like it could be an internal message from a colleague.
Avoid clickbait or sales-heavy phrases like “Limited-time offer!”—those are the first to get deleted.
11. P.S. Lines: The Secret Sauce
A well-crafted P.S. line can add a final touch of personality or offer extra value. It’s an opportunity to make your email feel more human and less like a templated sales pitch. Here are a few examples from the PS ebook:
Offer Value:
“P.S. Here’s an article on scaling customer support teams—thought it might spark some ideas for your next growth phase.”
Show Personality:
“P.S. International Dog Day is definitely in my top three favorite holidays. 🐕 Any favorites on your list?”
Challenge Their Thinking:
“P.S. Did you know scaling down your sales team could actually boost conversions? Sounds backwards, but…”
P.S. lines are a great way to leave a lasting impression.
12. Leverage AI (But Keep It Human)
AI tools like Perplexity and ChatGPT can be game-changers for cold emails—but only if used wisely. Perplexity helps you quickly pull relevant stats and data to back up your points. For instance:
“Did you know 60% of customer queries go unanswered during peak hours? We’ve helped teams reduce that by 30% through automation.”
Using data like this adds credibility to your message, as long as it ties into your prospect’s pain points.
ChatGPT is great for drafting emails, but make sure it doesn’t sound robotic. Give it specific prompts to ensure the output feels human. For example:
“I’m writing to a VP of Sales at a SaaS company. They just launched a new product, and I want to ask how they’re managing customer support post-launch. Can you help me draft something casual and conversational?”
Then, tweak the output to add your personal touch—AI should assist, not replace, your voice.
Wrapping Up
Writing a good cold email isn’t rocket science, but it does take a bit of thought. Focus on the person you’re reaching out to, speak to their challenges, and keep your message personal and conversational. Whether it’s using humor, crafting a strong P.S. line, or leveraging AI tools like Perplexity and ChatGPT, every detail helps your email stand out.
Remember, your goal isn’t just to pitch—it’s to start a conversation.
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