Prospecting
Cold email
Short, relevant emails about the buyer's situation, ending with a low-effort ask.
See it
Don't
- All about the sender, nothing about the buyer
- Big ask (30 minutes) from a stranger
Do
Subject: Reducing Q4 invoice delays at Northwind
Hi Maya,Saw Northwind opened two new warehouses this quarter. Teams at that stage often find invoice approvals slowing down.
We helped a similar logistics team cut approval time by half.
Worth a quick look?
Why it matters
Good cold emails are short, relevant to the buyer's situation, and end with a low-effort question. The first line should be about them, not you.
Interest-based questions are easy to answer. Asking a stranger for a long meeting upfront is a big commitment.
How to apply it
- Open with a trigger or observation about them
- One sentence of relevant proof
- Ask an easy question
Common mistakes
- Long self-introductions
- Asking strangers for long meetings
Quick answers
What is Cold email?
Short, relevant emails about the buyer's situation, ending with a low-effort ask. Good cold emails are short, relevant to the buyer's situation, and end with a low-effort question. The first line should be about them, not you.
How do I apply Cold email in sales?
Open with a trigger or observation about them. One sentence of relevant proof. Ask an easy question.
What are common mistakes with Cold email?
Long self-introductions. Asking strangers for long meetings.