9 Cold Email Copywriting Techniques that Get Replies

Dan Mowinski

Sep 27, 2024

16 minutes read

I hope this email finds you well. 

It almost makes you wince, doesn’t it? But it could be worse…

Hi [insert name],

I hope this email finds you well. 

Whoops! I’m sure you’ve had a few of those land in your inbox, too.

There’s good and bad news about cold emails. The bad news is that more sales professionals than ever are sending them. Your prospects' inboxes are filled to the brim. 

The good news? The vast majority of people are doing it wrong. 

With the right techniques and testing, you can stand out in a big way. You can drive open rates well above the industry standard of 23.9%, speed past a measly 8.5% response rate, and fill your calendar with meetings. 

Email copywriting is challenging, but only if you don’t know the right techniques, which are exactly what you’ll learn in this article. 

Let’s get to it. 

Why Your Cold Email Goes Straight to the Trash 

Standing out in a sea of cold emails is hard—and we’re talking a Pacific-size sea here (OK, I know the Pacific is technically an ocean, but you get the idea).

The average professional receives 121 emails per day. They have to be ruthless. So answering the question “Why is my cold email going to the trash?” isn’t an easy one. 

Here are some of the most common reasons your emails are going straight to the trash: 

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  Using a boring subject line

  
  
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  Not addressing the recipient by their name 

  
  
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  Opening with a line that doesn’t hook attention

  
  
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  Pitching an offer that isn’t relevant to the recipient

  
  
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  Mentioning pricing too early

  
  
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  Not backing up your offer with solid results or a case study

  
  
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  Writing an email that’s long or too short 

  
  
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  Using a blacklisted or “cold” domain that goes straight to the spam folder

  
  
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  Communicating in complex language and acronyms 

  
  

Here’s an example of an email that makes nearly all these mistakes: 

Phew! It hurts to read it. You’ve likely come across many such obscenities in your own inbox. We bet you didn’t give clicking that trash button a second thought. 

What Makes Cold Email Copywriting Irresistible

There’s no exact winning formula for writing an irresistible cold email. Testing is the only real path to figuring out what works and what doesn’t, and it’s essential to start split-testing from the get-go. 

However, there are some timeless principles that have been proven to work again and again. Applying these copywriting tips to your cold email campaigns will likely result in an immediate boost to your key metrics like open and reply rates. 

Here are some tips to make your cold email copy more persuasive: 

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  Use a non-salesy subject line that reflects natural speech

  
  
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  Address the recipient by their forest name

  
  
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  Open  with a thoughtful compliment

  
  
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  Cite specific services that they may be interested in

  
  
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  Focus on the benefits you can provide or pain points you can alleviate

  
  
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  Follow up with evidence of results you’ve achieved for similar clients

  
  
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  Keep it short and to the point 

  
  
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  Close with an open question like  “Are you interested in learning more?

  
  

Here’s an example: 

Notice that it’s highly personalized, concise, and focuses on one clear service with a specific benefit that’s backed up with evidence.

It also includes an “interest” CTA that time-stretched professionals will appreciate. It’s not tying them into a meeting yet but hey can respond quickly with a “Yes, let’s talk,” or “No, not interested.” This is called an “Interest” CTA and it’s one of the most effective ways to close an email. 

The Best Cold Email Structure and Elements to Include 

Let’s take an in-depth look at five structure-related best practices to turn your cold email marketing campaigns into well-oiled machines that drive results consistently and reliably. 

1. Craft an Engaging Subject Line

If cold email were a product in a grocery store, its subject line would be its packaging. It’s what captures a potential buyer’s attention and makes it stand out among all competition. 

Here are tips for making your cold email subject lines stand out:

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  Make it personalized. 

  
  
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  Keep it short. 

  
  
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  Create curiosity and urgency. 

  
  
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  Avoid triggering spam filters with spammy sales keywords, excessive punctuation, and ALL CAPS. 

  
  

Here are some examples to try: 

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  Hi, [first name] 

  
  
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  Idea for [company name] 

  
  
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  Are you free this week, [first name]?

  
  
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  Interested in chatting, [first name]?

  
  
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  Love what [company name] is doing

  
  
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  [company name]  + [your company name] 

  
  
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  [first name], can we connect?

  
  
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  [name of connection] suggested I reach out to you

  
  
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  Introduction from [name of connection] 

  
  
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  Quick solution for [company name] 

  
  

The subject lines that work best mirror natural language. When most people write an email to a friend or colleague, they use a short, concise subject line. Remember that when creating your own. 

2. Write a Personalized Opening Line

Here are three rules for opening lines that hook attention: 

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  Make it personal. 

  
  
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  Offer a specific and honest compliment. 

  
  
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  Make it relevant to the offer.

  
  

Here are some examples: 

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  I loved your recent post on [social media platform], especially your insight that [relevant insight]. 

  
  
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  I’ve been following [company name] with interest and wanted to congratulate you on the release of [new product or service]. 

  
  
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  Congratulations on [recent funding achievement or award], your growth/recognition this year is well-deserved. 

  
  

Writing personalized emails at scale is time-consuming. In the past, many companies have hired copywriters specifically for this task. However, there’s a much more cost-effective way to generate highly personalized opening lines for all your emails—advanced AI. 

3. Craft an Engaging Email Body

Your email body has one purpose: to show you can solve one of your recipient’s core pain points or provide an attractive benefit. 

Your email body should include:

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  A description of your service. 

  
  
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  The specific result you can provide and how it solves a pain point or provides a benefit. 

  
  
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  Evidence that you can follow through. 

  
  

Here’s an example of simple, results-focused body copy using Artisan as an example:

Artisan is an AI platform that automates up to 80% of the outbound sales process, which can drive down your customer-acquisition cost significantly. 

We recently cut outbound sales costs by half for a client in a similar industry to yours in 3 months. 

4. Include an “Interest” Call-To-Action

Which of the following CTAs results in the most booked meetings?

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  Have you got time for a meeting on Tuesday at 3PM? (The “Specific CTA”)

  
  
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  Would you be open to a meeting? (The “Open-Ended Meeting CTA”)

  
  
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  Would you be interested in learning more? (The “Interest” CTA)

  
  

According to research conducted by Gong Labs, the clear winner is “Would you be interested in learning more?” It resulted in 30% booked meetings, compared to 15% for the “Specific CTA” and 13% for the “Open-Ended Meeting CTA.”

Close with “Would you be interested in learning more?” or a similar variant like “Does this interest you?” or “Would you like more information?”

5. Add a Professional Signature

57% of professionals say that a professional signature makes them trust an email more. Yet it’s staggering how many professionals don’t use a professional signature. 

Here’s what to include in your signature: 

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  Full name

  
  
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  Job title

  
  
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  Company

  
  
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  Email address 

  
  
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  Personal phone number and company number

  
  
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  Website link

  
  
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  LinkedIn profile (not personal social)

  
  

Also ensure you set up your user profile picture with Google (using either Google Workspace or a standard Google account) so that it appears in your recipients’ Gmail dashboard. 

9 Effective Cold Email Outreach Strategies

1. Research Your Target Audience

Cold emails should speak directly to your recipients' pain points or a specific benefit they’re looking for. Identify the most burning red-hot need they’re currently experiencing as it relates to your product. 

If you can tie your solution to the recipient’s pain point,  back up your claims with solid evidence, and provide a fast resolution, there’s every chance they’ll pay attention. 

Specificity is the key word here, both for your solution and the results you’ve already achieved. 

If you cater to different problems in your target market, segment your leads during the prospecting process and tailor your offer and proof to each one. 

2. Use Storytelling Techniques

Storytelling in cold email is powerful, but you’re not trying to win the Pulitzer Prize for Literature. 

One of the best pieces of copywriting comes from the great adman and storyteller Drayton Bird: “Don’t try to be clever.” 

High-performing cold sales emails tend to follow a four-part structure:

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  A hook to grab the reader's attention. This is your opening line. 

  
  
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  A conflict as the core of the story. This is a description of your prospect’s pain point. 

  
  
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  A solution that can act as an antidote. This is your service.

  
  
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  A resolution in the form of an action. This is your CTA. 

  
  

Thinking about cold email in this way helps ensure you include all relevant elements. And remember, don’t try to be clever. Keep it simple, concise, and to the point. 

3. Give a Genuine Compliment

Nothing shows that you’ve researched your potential clients like an honest compliment. It also makes it crystal clear that your message isn’t automated. 

Here are some opportunities to compliment your recipient:

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  A recent work achievement

  
  
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  A career change 

  
  
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  An article or social media post

  
  
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  A life event they’ve spoken about

  
  
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  A product release at their company

  
  
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  An award or funding achievement at their company

  
  

A specific comment is always best. If you can’t find one, you can always fall back on praise about how innovative, original, or creative the recipient’s company is.  

4. Share Social Proof

We’re social creatures. Research has consistently shown that social proof is one of the most powerful motivators of human behavior across a range of domains, including outbound sales. 

Here’s how to use social proof in cold emails: 

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  Include short testimonials from satisfied clients

  
  
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  Mention well-known individuals and brands you’ve worked with

  
  
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  Showcase awards and certifications

  
  
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  Include the number of clients you’ve worked with

  
  
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  Mention your review score on G2 or Trustpilot

  
  

You’ve only got limited space so don’t overdo it. You also don’t need to include all of these suggestions in your first email. Your follow-up emails are excellent opportunities for building social trust and trying different techniques. 

5. Demonstrate Industry Expertise

Showing nuanced industry knowledge and an understanding of trends in cold emails can demonstrate your expertise and build trust. 

Here are some tips for including insights in your email marketing:

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  Mention a little-known statistic in the form of “Did you know….”

  
  
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  Speak about current events related to your industry. 

  
  
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  Talk about a significant trend and how you’re helping clients take advantage of it.

  
  
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  Offer access to exclusive content, such as a whitepaper or report. 

  
  
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  Outline how your solution solves a highly complex problem, such as navigating new legislation. 

  
  

Always demonstrate expertise in relation to the recipient’s pain points. Your insights will most effectively deepen engagement when they speak directly to their needs and the issues they’re currently facing. 

6. Include Images and Videos (When Appropriate)

Do images reduce email deliverability? 

Debate continues to rage around this topic. Some adamantly urge against it. Others say it’s no big deal. So what does the data tell us?

One of the biggest studies of the effects of images on email deliverability was conducted by lemlist. They found no difference in deliverability between emails with images and those without. Even more interesting, conversion rates for emails with images were 42% higher.  

Images can have a place. But it’s important to make sure they’re relevant to your message, add value, and help maintain a focus on the recipient. 

Testing is crucial. If you think an infographic, data showcase, team photo, or any other image might boost engagement, run it against the same email and track deliverability, opens, and replies. 

Videos are a little more complex because they can slow loading times and complex embed codes may be more likely to trigger spam filters. 

There’s a lack of data on the impact of videos on deliverability, but they can drive engagement. One option is to ask clients if they’d like to see a video as your CTA. 

For example:

“I made a short three-minute video demonstrating how I [solved client pain point] for [well-known client]. Would you like me to send the link?”

Again, testing is key. 

7. Test and Optimize Your Email Copy

Testing is the bedrock of successful cold email and follow-up email sequences. If you’re emailing at scale, A/B testing can offer you statistically meaningful results.

Here are the main elements to split-test:

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  Subject lines

  
  
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  Opening lines

  
  
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  Offer descriptions

  
  
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  Case studies and examples

  
  
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  Social proof

  
  
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  Call-to-actions (CTAs)

  
  
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  Domains (to check deliverability)

  
  
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  Email signatures

  
  

Cold email analytics are relatively straightforward. If you’re seeing an increase in deliverability, open, reply, and meetings booked rates, your A/B testing is working. 

8. Experiment With CTAs (But Default to an “Interest CTA”)

People have differing opinions about how to end an email. 

Some say keep it open with a question like “Can you tell me a little more about the problems you’re facing?” while others suggest being hyper-specific—”Are you free to hop on a 15-minute meeting at 3 PM on Tuesday?”

So what’s a little ol’ cold emailer to do?

An extensive study by Gong Labs found that a certain type of open-ended question, called the “Interest CTA” works best. Gong suggests formatting it as “Would you be interested in learning more?” or a close variation. 

So, we recommend open-ended questions as a baseline. 

However, the truth is that there’s no definite right way. Some industries have slower nurturing cycles. Others speed straight to the finish line like a Ferrari. 

Experiment with different CTAs—specific, open-ended, and everywhere in between—to see what works for you. 

9. Send Follow-Up Emails with Additional Value

Follow-up sequences make a big difference. Sending just a single follow-up email results in a whopping boost of 220% to a campaign’s response rate on average. 

Follow-up emails are an excellent opportunity to showcase different types of social proof, respond to common objections that may be preventing a reply, answer FAQs, try different case studies, and include images and video. 

However, there’s one thing that a lot of salespeople overlook. Don’t assume that recipients have seen your original message. Always reiterate your solution and the core benefit it provides. 

Here are some best practices for maximizing results from cold emails:

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  Send follow-up at the right time (6 AM to 9 AM PST)

  
  
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  Leave two to five days between follow-up emails

  
  
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  Send two additional follow-ups for an optimal reply rate

  
  
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  Finish the sequence by asking to be forwarded to the appropriate person

  
  
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  Send a final follow-up several weeks later to account for periods out of office

  
  

Perhaps counterintuitively, data shows that sending more follow-ups reduces response rates. A campaign with a total of three emails was shown to perform best. We also recommend sending a final email several weeks later to account for prospects that were out of the office during your campaign. 

3 Ready-to-Use Cold Email Copywriting Templates for Every Situation 

Here are three cold email templates to kick off your campaigns. These are best used as examples to tailor to your own customer profiles and services. 

1. Simple Cold Email Template for Lead Generation 

Subject line: Interested in chatting, [first name]?

Hi [first name],

I’m really impressed by what you’re doing at [company name]. I love your innovative approach and your willingness to disrupt the market. 

My name’s [your name] and I work for [your company name]. We help companies like [company name] achieve [describe the main benefit you offer].

We recently worked with [recent client] to increase [relevant metric] by [numerical result]. 

Are you interested in learning more?

Warmly,
[Your name]

2. Warm Introduction Cold Email Template

Subject: [name of connection] suggested I reach out to you

Hi [first name],

I’m reaching out because our mutual connection, [name of connection], suggested I get in touch. I was thrilled when they made the suggestion because I love what [company name] is doing. 

My name’s [your name] and I work for [your company name]. We specialize in [describe the main benefit you offer].

Just to give you an idea, we recently worked with [recent client] to increase [relevant metric] by [numerical result]. 

Are you interested in learning more?

Warmly,
[Your name]

3. Follow-Up Email Template

Subject: Did you see my last email, [first name]?

Hi [first name],

I’m just checking in to see if you saw my last email about how [your company name] can help [company name] achieve [describe the main benefit you offer].

We recently got this fantastic testimonial from [well-known client]: “[one-sentence testimonial].”

Are you interested in learning how we can produce similar results for you?

Warmly,
[Your name]

Leverage AI for Cold Email Personalization and Automation

AI is changing the game for cold email outreach. Traditional automation is only able to provide limited levels of personalization and automation. Cutting-edge AI tools, however, can match and even exceed many human inputs. 

Let’s take a look at Artisan as an example of what’s possible with AI tools. 

Ava is Artisan’s virtual AI sales professional and she’s capable of handling most aspects of a cold email campaign right up to the point where a meeting is booked.

Ava can do the following:

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  Lead prospecting from an up-to-date database of over 300 million email addresses

  
  
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  Email warmup and deliverability optimization

  
  
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  Personalization based on recent recipient and company activity 

  
  
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  Follow-up automation adjusted to recipient timezones

  
  
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  Ongoing optimization based on open and response rates

  
  

You can see how Ava can automate and optimize large portions of your cold email campaigns by booking a demo.

Testing is More Important Than Any One Technique 

The perfect cold email doesn’t exist. Even if it does, it’s probably protected by an army of digital goblins far away in the darkest corners of the deep web. 

So, we’ll have to settle for the next best thing—testing. And it’s a close second, too. Testing is the basis for cold email campaigns that meet and surpass the best industry benchmarks.

No matter how many cold email studies you read or how many best practices you research, you won’t know which copywriting techniques work specifically for your market until you start testing. 

That is the real takeaway of this article. 

Now, time to start drafting some emails…

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Author:

Dan Mowinski