How to write a cold email

What are the steps

1. Research one specific thingA post, a talk, an award or a job change.
2. Open with them, not youHubSpot's rep opened with Jason Fried's TED talk.
3. Name one problemWrite it as a guess from what you know.
4. Explain the fix in a lineNo feature lists.
5. Ask an interest questionWorth seeing if it helps, not a 30 minute meeting.

How do the options compare

Which real examples show it

HubSpot

1. Open with something they made

The first lines are about the reader's own work, so they read like a note from a fan, not a pitch. Being a customer of his product adds a second reason to keep reading.

1. Find one thing the prospect made, said or shipped
2. Open with a sincere, specific reaction to it
3. Mention any real connection, such as being their customer
4. Keep the pitch to one or two lines
5. Close with a short yes or no question

Full breakdown · Source

Ideal Candidate

2. Use a public award as the trigger

The subject line is about the reader, so it gets opened. The trigger gives a believable reason for the email right now. Josh Braun notes it still lacked a follow up.

1. Watch for awards, funding or press about the prospect
2. Put the congratulations in the subject line
3. Connect the event to a likely need
4. Name customers like them
5. Follow up, which this sender did not

Full breakdown · Source

30 Minutes to President's Club

3. Write three lines for three jobs

It is short enough to read on a phone, starts from the reader's world, and the ask is easy to say yes to.

1. Write a problem line from what you know about them
2. Explain your fix in one or two lines
3. Ask an interest question, not for a meeting
4. Keep each block to three lines on mobile
5. Avoid commas and long words

Full breakdown · Source

Beyond the Chaos

4. Follow up once in the same thread

A short bump in the same thread keeps the context in view. Josh Braun's teardown also shows how much shorter the first email could have been.

1. Open with a sincere compliment
2. Name one benefit for them
3. Ask one clear question
4. Wait about a week
5. Bump in the same thread with the same ask in one line

Full breakdown · Source

Justin Welsh

5. Send three helpful messages before you pitch

Each message was personal and useful on its own, so by the time there was a deal, trust was already built.

1. Open with a specific, useful fix and no ask
2. Watch for posts that signal a need
3. Return with a resource built for them
4. Answer questions in depth
5. Let them ask for the call

Full breakdown · Source

What else do people ask

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