5-Step Guide on How I Write Cold Emails for Sales [Definitive 2024 Guide]

If you’re in sales, you know how challenging it can be to reach new customers through cold emailing. 

With inboxes overflowing and attention spans shrinking, crafting emails that not only get read but also elicit responses can feel like a daunting task. 

But don’t worry—this guide is here to help. You’ll learn five essential steps on how to write cold emails that really work. Whether you’re doing B2B cold emailing or B2C cold emailing, these tips will help you create emails that people open, read, and respond to.

Why Cold Emailing Still Works in 2024

Despite the rise of new channels for reaching customers, cold emailing remains a highly effective tool in the sales arsenal. Here’s why it continues to be valuable:

• Direct Access to Decision-Makers: Cold emails allow you to reach out directly to the people who can make purchasing decisions.
• Personalization at Scale: Even when sending out multiple emails, cold emailing platforms allow you to tailor each message to the individual recipient.
• Measurable Results: With cold emails, you can easily track open rates, click-through rates, and responses to gauge the effectiveness of your campaign.
• Relationship Building: Cold emails can be the start of long-term relationships, helping you nurture leads over time.

Now, let’s explore the five steps that will make your cold emails stand out and get results.

Step 1: Write a Subject Line That Gets Clicks

Your subject line is the first thing your recipient sees, and it needs to compel them to open your email. A well-crafted subject line can significantly increase your open rates, which is crucial when you’re learning how to write cold emails that convert.

Here’s how to write an effective subject line:

• Keep It Short and Simple: Aim for 6-10 words that spark curiosity. For example:

“Innovative Sales Solutions for Improved Customer Engagement”

“Boost Your Sales: Quick Question”

• Make It Conversational: Write subject lines that seem like part of an ongoing conversation. This approach can increase open rates as it feels more personal.

Example: “John, about that sales target…”

• Avoid Salesy Language: Words that scream, “I’m trying to sell you something!” can be a turn-off. Instead, focus on generating interest.

Example: “Your Q4 Sales Plan: 2-Minute Review?”

Pro Tip: Experiment with personalization in your subject lines, such as including the recipient’s first name or company name. This can make your cold emailing efforts feel more relevant and increase the likelihood of being opened.

Step 2: Get Their Attention Right Away

Once your cold email is open, you need to capture your reader’s interest immediately. The first few lines of your email are crucial for maintaining their attention.

Here’s how to get their attention:

• Focus on the Prospect, Not Yourself: Avoid starting with “I’m reaching out from…” Instead, start with something that directly relates to their needs or challenges.
• Show You’ve Done Your Research: Demonstrate that you understand their business and its challenges, which is a key part of how to write cold emails effectively.

Example:

“I’m reaching out from SalesPro, a sales training company.”

“Sarah – I saw your company just launched a new product. Are you looking to boost sales quickly?”

• Use a Surprising Fact or Question: Stand out by mentioning a specific problem they might have or by asking a thought-provoking question.

Example: “John, did you know that 68% of businesses like yours are having trouble turning website visitors into customers?”

Pro Tip: Use social proof early on if possible. Mentioning a mutual connection or industry fact that resonates with the recipient can increase their interest and trust right from the start, especially in B2B cold emailing scenarios.

Step 3: Focus on What’s In It for Them

Your cold email should clearly communicate the value you bring to the table. Prospects are more interested in how you can solve their problems than in the features of your product.

Here’s how to focus on value:

• Illustrate Their Potential Success: Help your prospect visualize the positive outcomes they can achieve by working with you.
• Showcase Success Stories: Briefly mention how you’ve helped similar companies. This builds trust and credibility, which is essential when learning how to write cold emails for sales.

Example:

“Our sales platform offers lead tracking, pipeline management, and email automation.”

“We helped RetailGiant increase their sales by 35% in just three months. Their sales team is now closing deals 20% faster.”

• Answer the “So What?” For every feature you mention, explain why it matters to the prospect.

Example:

“Our platform has advanced customer segmentation.”

“Our tool groups your customers based on what they buy, so you can send the right offers to the right people. One client saw their sales conversion rate double after using this feature.”

Pro Tip: Whenever possible, use quantifiable data to back up your claims. Specific numbers related to ROI, time saved, or percentage increases make your promises more tangible and compelling, especially in B2C cold emailing contexts.

Step 4: Keep It Short and Easy to Read

Your prospects are busy, and they don’t have time to read long, complicated emails. Keep your message concise and easy to digest.

Here’s how to keep your cold email short and readable:

• Aim for 50-125 Words: Emails within this word range tend to perform best, as they’re short enough to read quickly but long enough to convey your message.
• Use Short Paragraphs and Bullet Points: Break up your text to make it easy to scan. Use bullet points to highlight key benefits.

Example:

We help you get more leads and turn them into customers. It’s simple:

Find more potential customers

Get them interested in your product

Turn them into paying customers

• Skip the Fancy Words: Write in a conversational tone, as if you’re speaking to a friend. Avoid jargon and overly complex language.

Example:

“Our comprehensive solution leverages cutting-edge methodologies to optimize your sales funnel and drive synergistic outcomes across multiple touchpoints.”

“We simplify your sales process, helping you get more leads and close more deals.”

Pro Tip: After writing your email, read it aloud. This helps you catch overly complex sentences and ensures that your email flows naturally, making it easier to read. This technique is crucial when perfecting a sample cold email to ensure it’s effective.

Step 5: End with a Gentle Push

The way you close your cold email can make the difference between getting a response and being ignored. Aim for a CTA that feels natural and easy to respond to.

Here’s how to craft an effective closing:

• Make It Easy to Respond: Ask a simple, straightforward question that doesn’t require much effort to answer.
• Don’t Push Too Hard: Avoid aggressive CTAs like “Would you like to sign up for our service today?” Instead, suggest a small next step.

Example:

“Do you have 15 minutes this week to chat about how we could boost your Q4 sales?”

• Consider Their Schedule: Mentioning upcoming events or potential priorities can make your offer more timely and relevant.

Example:

“Would you like to sign up for our sales training services today?”

“With the holiday season approaching, do you have time this week to discuss how we can help increase your sales?”

Pro Tip: When appropriate, include a postscript (P.S.) with an extra nudge or interesting fact. This can be a statistic, a special offer, or a link to a relevant case study. A P.S. often catches the reader’s eye and can prompt action even if the main body is skimmed.

Before and After: Cold Email Transformation

To illustrate the impact of applying these steps, let’s compare a typical cold email before and after applying this guide.