April 27, 2023

Cold Email - Best techniques

Is it still hot cold emailing?

What are your thoughts about cold emails?

Cold emails might get in the last few years some bad rep, mostly because of the marketing and spam attached to them.

Before getting into it, what is a cold email?

A cold email is the beginning of the relationship with some future customers. The problem is only you ( the sender) know about that

A not long time ago cold emails had a bad rep because well, they were spammy and not honest or genuine.

Cold email is not email marketing but a cold email can be to ask permission to send email marketing.

Why do you do cold email?

  • To build a relationship
  • Create a sales funnel
  • Presenting a product

So in other words you have to decide what is your goal. Decide what is the point of the cold email. With that you easily find…

What should include?

Subject Line

If this one is bad, the chances your email gets read are few. Personalize as much as you can the subject line,  and get a chance that your email is open.

Scarcity helps…sometimes

If you have an offer limited that attests to the fast response of your prospect is good to use but be honest and genuine.


Ok, they open the email, loved the subject line, and are now on the body of the email. What now?

In the first sentence, you have to get their attention. Be authentic, be you but show how your product is better and why they should want it.

Also, introduce yourself. Enough to grab their attention and to want to know more


It has to have a CTA has is the goal of the email. Be direct on the CTA, in a way that the prospect understands what is required.

Follow up?

You shouldn’t right? Wrong.

It’s a cold email, the prospect is not expecting your email, nor even want it most of the time.  The chances that you get what you want on the first email are slim.

So yes you should follow up. Not the next day, but do it most of 6 times

Some notes

If it works for me, doesn't mean that it will work for you

Even the same type of template can work differently from business to business so please don’t copy and paste. Adjust it to your measures, see the results, iterate, and continue like that till it works.


Do your research when sending a cold email about your prospect. You want that the prospect knows that you are not just another salesperson trying to push your product.

I’m not talking about Hey {{insert name}} but do some research and see what can you use to your advantage. Find out what is their pain point that you can use, and write that in the email.

Now that we know what a cold email is and why we should use it, the next step is to go through different types of cold emails


One of the most known ways to write a cold email is to use AIDA which stands for Attention - Interested - Desire - Action.

In the first paragraph, you grab their attention. Then explain why your offer will interest your prospect. Say something that grabs their desire about your offer. And ask them to take action.

Here is an example from Ezanga:

Aida template

Sujan 3 sentence format

A simple but practical way. In 3 sentences( can be more the idea is to be short) give a short introduction, a description of what you are asking, and your ask.

Seems so simple that is difficult right? But practice makes perfect and the more you know your product, the better you can describe it in a way that a customer wants it.

An example you say? Mailshake has many here.

Sujan 3 sentence template


Before After Bridge. This is the typical method where you show what is the life of the customer before your solution and then what would be their life after using your solution. The bridge stands for how you take your future customer from point A to point B.

BAB template


Problem Agitate Solve. In this one, your main focus is the problem that your prospect is facing. Then you have to agitate that problem, emphasize it, show how big it is or it can become. Then solve it with your solution.

Salesblink create this template

PAS template


Praise Picture Push. This can be used after some research or you discover that your future customer or prospect, achieve something or reach some milestone. So you start by praising that. After you picture-perfect how your solution can push even forward that milestone. Finally, you push it to take action now.

Take this example as a guide:

PPP template

Competitor Product

If you know that your prospect uses a product that is from your competitor you can ask them how they are doing with it, if they are happy with it.

Then mention that you would love to join on a call to explain why your product is different ( for the better).

Here is an example:

Competitor product template

Free Value

This one is great but for sure you don’t get the sale on the first email. This one is where you can start reaching out and creating a relationship with your prospect. How?

Sending them an email offering them some template you did or even an article that you found online that you thought would be interesting to them

Here is the template:

Freebie template

There are many other types and templates that you can use. Even if you go through these ones, be sure to adapt to your reality, to your product and service.

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