Follow these five rules

Whether you enjoy the hunt of prospecting or it’s your least favourite part of your sales job, you don’t need statistics to know that cold email outreach is necessary for lead generation.

With out overcomplicating the process or breaking down campaigns into to granular detail, we’ve listed the 5 golden rules of cold email outreach. Follow these tips to increase your reply rates and maximize you’re lead generation emails.

Proven Templates

Use proven cold email templates. You don’t have to reinvent the wheel. Start with templates that have already proven effective (see below).

Warm Leads

Warm up leads when possible. Connect on social media. Comment on their articles. Take small steps so that, when your email shows up, it isn’t coming from an unknown entity.

Good Subject Line

Avoid common email subject line mistakes. Plenty of research has been done on what makes subject lines work (for example, personalized subject lines are 22.2% more likely to get opened). Brush up on best practices using the resources below.

Test It

Test different CTAs of varying complexity. If recipients aren’t booking demos, try asking for a phone call. If a phone call is still too much, try requesting an article share or introduction. Test until you find your CTA sweet spot.

Keep It Short

Keep it short. No one wants to read your novel. Boomerang recommends keeping your email body copy to 50-125 words in total.


Great Cold Email Templates


The Three-Sentence Ask

Remember what we said earlier about keeping things short? It doesn’t get much shorter and sweeter than this three-sentence ask:

Hi [name],

My name is [your name], and I’ll keep this quick.

I’m the founder of a [product or service] that saves [title] like

you [a specific time or money savings benefit].

Could I have [XX minutes] for a personalized demo that’ll make

clear why [customers] like [big name 1], [big name 2], and [big

name 3] love our product?

Problem, Agitate, Solve

This popular template allows you to demonstrate your understanding of your recipients’ pain points, as well as emphasize your ability to solve them.

Hi [name]

When’s the last time you [desired outcome that’s inhibited by

pain point]?

If you’re like most [title], you’re [experiencing pain point].

Our [product or service] helps [customers] like [big name 1], [big

name 2], and [big name 3] save [time or money] that can be

[used to resolve pain point].

I’d love to give you a personalized demo. When are you free

next week?

Sharing a Helpful Resource

The two templates above ask for a meeting. But if that’s coming across as too aggressive for your prospects, sharing a helpful resource can kickstart the conversation without producing unnecessary friction.

Subject: Thought you might like this [helpful resource]

Hi [name],

Your latest article on [subject] got me thinking.

I found this article on [article title] that may be beneficial to

you and your team.

Here’s the link to check it out – [link]

Hope you find it helpful. Keep up the great work.