The Complete Cold Email Guide That Will Work In 2020

follow-up email templates

We have a technique that can help you capture 2x more leads in 2020.

Cold emailing. Effective cold emailing. And we have a cold email guide to help you out.

This technique requires your attention because it is effective, efficient and the results of this process can help skyrocket your brand faster than your competitors.

It is a technique that can increase your lead count 2x more, make a huge difference in your conversion rate, and the highest advantage being, let you soar faster in your brand growth.

It can make lead generation stress free, hassle-free, and more productive for you.

A traditional communication approach but is still effective today, this technique is called ‘cold emails.’

Cold emails are always looked upon as a second priority like you can use this technique, but let’s not emphasize much on it.

What if you were told that cold emails are a golden opportunity to grasp when it comes to growing your business?

‘’59% of B2B marketers say email is their most effective channel in terms of revenue generation.’’

The statistics don’t lie, you need to start emphasizing on cold emails.

We can help you get started by drawing your attention to the information that really matters.

In this article, you will expect:

Table of Contents:

1 . Meaning of cold email

2. How the use of cold email can help your business grow better in 2020?

3. Effective cold email strategies for 2020

4. What factors do you need to consider when writing your cold emails?

5. We will cover all the best practices of cold emails

6. The efficient cold email tools that can help you get started

7. Expert opinion on the use of cold emails

We promise you that we can help you get started with cold emails on the right foot.

Trust us and get started.

Meaning of cold email

Cold emails are the emails you send to your prospects for a purpose. The purpose could be anything from educating them about your brand and the product they sell, informing them how your product can cater to their needs or solve an issue they have and more.

Cold emails are effective because even today multiple brands use this method, ‘’Eight out of 10 prospects want to talk to sales reps via email over any other medium.’’

Cold emails were considered to be looked down upon because first it was a traditional method and secondly the rise in social media was thought to overshadow other communication methods being used to engage with prospects.

This isn’t in the case with cold emails.

Cold emails are used even today for multiple reasons. They haven’t lost their touch because there are reasons why their existence matters even in 2020 and the years to come.

Cold emails will confidently not vanish and to prove this, we have our next category that explains the vital reasons.

How the use of cold email can help your business grow better in 2020?

1. Let’s you reach prospects in the platform they use the most

Emails are used at all times. In the business front, emails are used as a great way to schedule meetings, introduce yourself, and multiple other reasons.

Emails are a great medium when it comes to communicating professionally. Today emails are checked more because as the reasons stated, brand owners or managers will expect some emails which can interest them.

For instance, emails could be for partnerships, to engage and sell together, and more. 

2. Reaches a wider audience with one click

If you’re conducting cold calls, you are reaching out to just a minimum number of prospects a day but with cold emails, this isn’t the case. You will have a list of your potential prospects who are the right fit for your business, hence with just one click, you can send all of them your cold email instantly.

It is easy, covers a wider audience, and helps you cater to the right audience on time. 

Interesting Read : Cold Emailing Tools: Best 16 of All the Times

3. Simple communication platform

Cold emails are not sent in huge stories. They are simple and to the point. When the prospect receives the cold email and views it, they understand what the agenda of the email is which helps them conduct their actions.

You don’t have to write long statements or crowd your space with multiple information, with cold emails, the communication is relevant and to the point.

4. Creates curiosity that makes prospects revert

As stated earlier, when you send cold emails the content is always simple and to the point, this is a great sales strategy as it creates a curiosity in the minds of your prospects. They will be compelled to know more and that’s how their engagement and yours start to happen back to back. 

Cold emails do a great job of capturing the prospect’s attention and making them revert to your brand to learn more.

5. Functions better lead generation practices

When it comes to lead generation, cold emails can be your go-to tool. As stated in the previous point, cold emails work like a charm when it comes to capturing the prospect’s attention and drawing them towards your brand to learn more.

When you send such cold emails that compel prospects to learn more about what you have to offer, lead generation starts to take an immediate turn towards your route.

6. Creates brand awareness

As stated earlier in the meaning of cold emails, this technique helps your prospects to understand your existence. Your prospects are informed about who you are, how you can help them, and why your existence is something they should look into.

Brand awareness is important as when regular cold emails are sent to serve this purpose, selling takes on an easy route.

As promised, we have told you that we will give you the reasons to believe why an investment or rather why your attention deserves a revert on cold emails. Since this is achieved, let’s move over by helping you to get started with cold email activities from scratch.

Effective cold email strategies for 2020

1. Focus on creating your cold emails with a conversational tone 

Your cold email needs to sound comfortable and not like a sales pitch. The whole point of sending an email is you are trying to get your prospects to invest in your product, making them understand that your product has what it takes to solve their issues or needs.

This can only happen when you try to make your prospects feel the same.The best way to do this is to speak in a conversational tone. Yoru conversational tone doesn’t have to be so friendly, it can hold the professional touch as well.

Ensure that your prospect reads your cold emails, they should be able to understand the agenda of the cold email. 

2. Be straight to the point

As you can see in the image above, you understand that this is a guest post request email and the sender wants to guest post for the brand that the receiver is also writing for. It’s this simple.

Your cold emails are not supposed to have long paragraphs speaking about your brand, your product, your team, and more. Remember the purpose of your cold emails which in this case is capturing leads.

Write your cold email in such a manner where you are able to explain why you are contacting them, what benefit they are receiving, and how they should learn more about what you’re offering them.

Interesting read : Cold Email Tips: 5 Ways to Take Emails from Boring to High-Converting

Keep the language simple with easy to understand statements.

3. Showcase authority

When you’re sending your cold emails, always ensure that your name is on the email address, your photo is shown and conduct more other actions where the prospect is able to understand more about you. This creates a sense of authority and keeps the process more professional. 

Source: Proposify

The example above where the name of the sender is shown, position, and the photo is displayed which adds the personal touch.

4. End your cold emails with a question

Do you know a great trick to get your prospects to revert to your emails? Add a question. For instance, if you have sent an email where you’re discussing the issues the prospect faces, you could end the email with, ‘would you like to see a demo of how our product can help solve your issue?’

You can use such statements which will compel your prospects to revert. Doing this will give you the opportunity to engage with them once again and convert their interest more towards your product. 

5. Conduct regular follow-ups

Follow-ups are nothing but sending emails to your prospects to seek their action on the emails they have received from you. It is just a reminder to your prospect to make them conduct an action.

For instance, if you have sent an email to your prospect asking them to join a demo session to understand your product and they have not reverted to you, you can send another email.

That email will be a follow-up reminder to conduct the action. There are multiple reasons why a prospect wouldn’t return your emails, it could be because they are busy or they forgot and more.

Follow-ups are a great way to remind them about your email and your brand. But do remember don’t send much follow up emails, it will annoy them, instead just send a maximum of 2 or 3.

6. Be regular when you’re sending cold emails

If you’re going to send your cold emails thrice a week at 9 am, ensure that you send it all the time in this manner. It is important that you are consistent with your emails. For instance, you can’t send one cold email and then send another follow-up email after two months, you need to fix a schedule and conduct your cold emails accordingly.

For instance, you could do your follow up every alternate day in the week, you could send your cold emails every Monday or Wednesday and more if needed.

Now that you have an efficient strategy to help you get started, let’s give you a heads up by helping you create your first cold email.

What factors do you need to consider when writing your cold emails?

1. ‘From’ section

Your ‘from’ section is what your prospects will see the minute they receive your email. It will determine whether the email should be opened in the first place or not. If your ‘from’ section is blank or has a strange email address such as @xyz or related things, chances are you can be considered as spam.

cold email guide

As you can see from the image, the from section is clear of who is the sender.

The best way to increase your chances of getting that email to open is by making use of the ‘from’ line in your email. Put your full name, your brand, and if possible your position as well. This will help your prospect to open that email to find out what you have to say. For instance, if you received an email from the VP of Sales, you are bound to open it. 

2. Subject line

That’s a subject line anyone would like to click, it is to the point and creates curiosity for the receiver to learn more about it.

Your subject line matters and if you think that you can put anything and that will make your prospects open to cold emails, you need to rethink.

The reason being, multiple brands feel that if they put their subject line, for instance, saying that ‘ get your social media aligned in two steps’ and when the prospect opens that email to find that the email was actually about understanding how they can resolve their solution, not many prospects would like to continue further because they were misled. 

Interesting Read : What is Cold Email?(Definitive Guide-2020)

Your subject line should give the prospect the understanding of what they should expect about the email they just received, it could be a benefit they are looking for or more. Always remember to keep your subject lines relevant to the email content. Also, ensure that your subject lines have no capital letters as it will look like spam. 

3. Introduction

So now your prospect has opened the cold email you sent, now what? You have just a few seconds to make a good impression and you can do that when you come to the point and tell the prospect the value or benefit they will receive from you.

If your introduction doesn’t state what the prospect will receive in return, they will not continue to read your email and go on to ignore it as well.

cold email guide

The image above explains it better.

This isn’t great which is why you need to focus on your introduction well. All you need to do is ensure that your introduction is simple to understand, is relevant to what’s being read, is adding value to what your prospects are reading, and is giving your prospect’s the impression that you want to genuinely help them solve their issues and find their needs. 

4. Value proposition

As stated earlier, your cold email needs to add value. Adding value can only happen when you highlight more about how you can help your prospect rather than just speaking and praising about your brand. The below chart can help you to understand better.

cold email guide

Source: Klenty

For your prospect’s what matters the most is how you can help them, how your product can add value in their life, and when you succeed in showing this, the effort of your lead generation activities becomes easier. 

5. Call to action

Your call to action can go from anything such as subscribing to your blogs, replying to your emails, and more. When this happens it is a clear sign that your prospects want to learn from you, they are giving you the opportunity to help them and this can help you manage them better. You can place your CTA’s in the email, for instance, if you’re saying that you can help them solve their issue, you can ask them to see a demo.

6. Signature

The below image is an example of an email signature.

cold email guide

Source: Klenty

This is at the end of the email where you give your prospects the opportunity to know you better by adding a link to your profile on Linkedin, sharing your address, contact details, position, and more so that your prospects can understand you better.

The more your prospects learn about yours it becomes better for them to understand how you can help them and why they reached out to you in the first place. 

Now that this is completed, let’s identify the best practices of cold emails, this will help you understand this technique in-depth too.

Best practices of cold emails

1. Keep your emails short

Your cold emails should always be short. Keep it simple and relevant. The main agenda of your cold email is to make your prospects understand that you want to help them firstly, secondly, you want to offer them with a solution that is worth their investment and time and lastly, you are offering them a value which no one else can offer. 

2. Personalize your cold emails always

Another way to successfully create your cold emails is via personalization. Your cold emails need to be different, unique, and not sound like a sales pitch. Not all your prospects have the same need, some would like to focus on brand awareness or some would like more lead count, the needs and issues are different which is why your emails need to be like that as well.

Personalize your cold emails in such a manner where you are able to write and sound like a human who is genuinely interested to help the prospect.

3. Make your subject line sound urgent

Your subject line as stated earlier is another key factor that will help your prospects understand what your email is about, you can do this by creating an urgency for them to click in the cold email to learn more about it. 

4. Create curiosity in your cold emails

As stated earlier, the more curious you place your cold emails, the better are your chances of receiving more reverts. Don’t disclose all your product information, mention just the factors that will create curiosity in the minds of your prospects to explore and learn more from you.

For instance, you could say that leads can be increased better with a two-step management trick, this will make your prospect wonder how is this possible and reach out to you quicker. 

There are multiple cold email tools that are available in the market that can help you conduct easy cold email activities. Our next category has conducted research on behalf of you so that you can get started easily.

The efficient cold email tools that can help you get started

1. OutreachPlus

cold email guide

Outreachplus is a unique email marketing software that helps you send personalized emails that will revert with positive replies.

It helps you create email campaigns in 4 easy steps and lets you use multiple templates to enhance your email actions. OutreachPlus offers multiple other features dedicated to cold emails which you can get started here


cold email guide is another efficient tool that can help you conduct cold email activities well. From helping you find your prospects online to reaching out to them via cold emails, helps you conduct all such action with just one single tool. To learn more about how can help you, you can get started here

3. Quickmail

cold email guide

Quickmail is another efficient tool that you can use to conduct efficient cold email tactics. You can manage multiple accounts, maximize your email campaigns, and do customizations. To get started, you can head here.

Now that you have all the knowledge you need to get started with cold emails, let’s give you the benefit of hearing from the experts a few tips on how you can enhance your cold email activities better.

Expert opinion on the use of cold emails

Source: Pipedrive

1. Dipak Vadera, Sales manager at Leadfeeder

“Do not neglect the importance of the subject line.Most unsolicited emails (cold emails) will end up being deleted. If you want to stand out from the other hundreds in prospect’s Inbox, you need to start with the subject line.If your subject line is [bad], your e-mail might as well delete itself.

Even if you have a personalized ‘hook’, a low-commitment call to action and a value proposition that solves the prospect’s problem.If your e-mail doesn’t get opened in the first place, having all the above is totally useless. Subject lines are therefore the gateway to your cold email’s success.”

2. Sarah Brazier, Sales development representative at Gong

“For cold outreach, I try to keep my first email short, sweet, and to the point, i.e. three sentences long.The first sentence ties whatever events are happening in the business directly to something I’ve learned about them (usually lifted from their LinkedIn profile).

The second describes how folks in their role who are experiencing a business event leverage our solution to remedy the accompanying business pain related to that event.The third sentence is my ask, which, if it’s for time to talk, is about a conversation around how they can not only solve their business pain but achieve a goal related to their business event and specific role.The whole email should maintain continuity from the first sentence to last, and be read on a phone screen.”

3. Kyle Racki, CEO at Proposify

“Avoid being broad.We’re now programmed to ignore emails that are obviously generic, mass emails. One way to stand out in someone’s inbox is to make the subject line and the opening line customized to them as a person.The subject line should be thought of kind of like a headline: don’t give away the punchline, but create intrigue enough for them to open the email.

The opening line of the email should be heavily customized to the prospect. Statements like below work really well and show that you are a real person:

  • I saw you…
  • Read your post about…
  • Noticed you had talked to [shared connection] a few months ago…
  • I heard you…
  • [Specific name] told me X about you…

“Only then can you get into the meat of the pitch. Keep it light, less is more. Ask about their problem, let them know it’s what you solve. They aren’t going to read a book on features.Finally the CTA. Don’t ask for a meeting or offer a proposal yet. The goal of a cold email isn’t to close a deal, it’s to find out if the prospect is right for you.

“If the prospect is interested and desperately wants your solution, they will ask for a call.Instead, make a very light ask: ‘Any chance you’d be up for helping me make an introduction to [specific name]?’

“The key here is to know who you want the intro to. A vague ‘Can you intro me to your VP Sales’ or, worse, ‘Who in your company should I talk to?’ won’t have the same effect.If they indeed are the right person they’ll let you know. If not, it’s as simple as an email intro for them.

Finally, closing with an open-ended question like: ‘What are your thoughts?’ is all that’s needed to start a dialogue. If they want to talk, they’ll reply.”

The Bottom Line…

As promised, we have given you all the information you need to get started with cold emails. 

It’s time for you to get started, but before you head out, let’s summarize what we’ve covered:

Key Takeaway:

  • Cold emails are the emails you send to your prospects for a purpose. The purpose could be anything from educating them about your brand and the product they sell, informing them how your product can cater to their needs or solve an issue they have and more.
  • With the use of cold emails, you can capture prospects better, reach a wider audience with one click and more
  • To create a cold email strategy you need to speak in a conversational tone, be straight to the point and more
  • When writing cold emails you need to have a good subject line, impressive introduction and more
  • Best practices of cold emails are to keep your cold emails short and more
  • The cold email tools are OutreachPlus and more
  • You even saw what experts had to say on this topic

So what do you think of this article? How do you plan on getting started? We would like to hear from you. 

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