In the world of startups, making connections is super important. Whether you’re looking for advice from seasoned influencers or trying to impress potential investors, knowing how to write a great cold email is key. But how do you stand out in a crowded inbox? Let’s figure out some smart ways to reach the right people and move your startup ahead.

Understanding Cold Email

A cold email is like sending a message to someone you haven’t chatted with before. Picture it like a cold call, but less interruptive, giving the person the freedom to reply when it suits them. Making a cold email successful involves making it personal, relevant, and valuable to the person getting it.

Why Cold Email Works

Here’s the thing: even though social media is huge, email is still a big deal for business. There was a study by McKinsey that showed email is almost 40 times better at getting new customers than Facebook and X (formerly Twitter) put together. And get this—80% of people prefer getting emails from salespeople.

Crafting the Perfect Subject Line

The subject line plays a crucial role as the opener, the initial contact, in getting your recipient’s attention. It’s your first step in capturing their interest and prompting a response. Here are practical tips to craft a subject line that works:

• Keep it Short and Simple: Time is precious in the business world. Most inboxes only display about 60 characters of a subject line. Staying within this limit ensures your full message appears and respects the recipient’s time. Your aim is to communicate, not compose a novel.
• Add a Personal Touch: Personalization builds rapport. If you know the recipient’s name or details, use them. It demonstrates effort and sincerity. But remember, keep it professional and avoid crossing into uncomfortable territory.
• Be Clear and Direct: Clarity is important. Your subject line should plainly convey your cold email’s purpose. Avoid vagueness. If you want a meeting or seek advice, say so. Being straightforward sets expectations right.
• Inject Urgency if Relevant: Using phrases like “limited time offer” or “exclusive opportunity” can prompt quicker action, but use them wisely. Genuine urgency is key; you don’t want to seem pushy or dishonest.
• Test Different Lines: What clicks with one person might not with another. Experiment with different subject lines to see what resonates best. A/B testing—sending varied subject lines to different groups—is a handy approach in email marketing.

Remember, the goal is to get the recipient to open your email. Once they do, your cold email can do its job. Think of the subject line as a key—it doesn’t need to be fancy; it just needs to open the door.

The Opening Line

The initial line of your cold email isn’t just a greeting; it’s the link between your subject line and the email content, guiding the recipient from curiosity to engagement. It’s your opportunity to create a positive impression and set the tone for what follows. Here’s how to craft an effective opening line:

• Begin with a Personal Touch: Business thrives on relationships. If there’s any personal connection, bring it up in the opening sentence. Did you meet at an event? Share a mutual acquaintance? Or find inspiration in their work? Starting with a personal link shows familiarity and can intrigue the recipient to continue reading. It’s similar to a subtle signal: “I know you, you know me, let’s talk.”
• Offer a Genuine Compliment: Sincere compliments are like small acts of kindness. Everyone appreciates them, but insincerity can backfire. If you admire their work or achievements, express it genuinely and specifically. Rather than a generic “I admire your work,” say, “Your recent article on AI’s impact in healthcare was insightful and thought-provoking.”
• State Your Intent Clearly: Following the personal touch and compliment, dive straight into the purpose. Why are you reaching out? Be direct and concise, respecting the recipient’s time and setting clear expectations. It’s like saying, “Here’s why I’m here and what I hope we can achieve together.”
• Show That You’ve Done Your Homework: In today’s information age, researching is imperative. Show that you understand who they are and why you’re contacting them. Displaying knowledge about their work, industry, and the potential benefits of your proposal conveys professionalism. It’s a way of saying, “I acknowledge and appreciate your work.”
• Keep it Brief: The opening line is a hook, not a summary. Keep it crisp, offering a glimpse without revealing the whole content—similar to a movie trailer teasing what’s to come.

This line aims to establish a connection, exhibit your sincerity, and pique the recipient’s interest. Make it count!

The Body of Your Cold Email

The body of your cold email acts as the stage for your proposal’s performance. It’s where you present your case, outline your points, and make your pitch. Here’s how to structure it effectively:

• Introduce Yourself Briefly: Start by introducing yourself and your startup. Keep it concise, relevant, and engaging. Share who you are, your startup’s essence, and its significance. If you have noteworthy credentials or endorsements, mention them subtly. Yet, emphasize authenticity and avoid over-praising—building trust matters most.
• State Your Intent Directly: After the introduction, state why you’re reaching out. Be clear, succinct, and avoid overly technical language. Use simple words that everyone can understand. Respect the recipient’s time by getting to the point swiftly.
• Explain Your Value: Now, elaborate on your value proposition—the heart of your email. Answer the recipient’s core question: “What’s in it for me?” Detail how your startup addresses their problem or benefits them. Focus on benefits rather than just features, including emotional impacts. How will your proposition make them feel?
• Support with Evidence: Back your claims with evidence—data, testimonials, or case studies. These elements build credibility and trust. Ensure they complement your claims rather than overwhelm with numbers. Explain their significance and relevance.
• Conclude with a Clear Call to Action: Every cold email needs a clear call to action. What’s the next step you want them to take? Make it easy and valuable for them. A compelling call to action transforms an email into a conversation.

The body of your cold email serves as the canvas for your proposition’s portrayal. It’s where you articulate your thoughts, exhibit your startup’s potential, and align it with the recipient’s interests. Use this space wisely to craft a narrative that resonates and prompts action.

The Call to Action

The call to action (CTA) marks the pinnacle of your cold email—an invitation for the recipient to step forward and participate. It’s where dialogue begins. Here’s how to structure a compelling call to action that prompts a response:

• Be Specific: The CTA demands clarity, not ambiguity. After building up your message, be direct and specific. Whether it’s scheduling a meeting, a reply, or visiting your website, state it clearly. Specificity simplifies the recipient’s decision-making process.
• Make it Easy: Ease of action drives responsiveness. Provide a calendar link for meetings, ask a precise question for replies, or offer a direct website link. Minimize their effort for a higher response rate.
• Create Urgency: Urgency can prompt swift action, but use it judiciously. Avoid false urgency or pressure tactics. Highlight the benefits of acting promptly rather than later.
• Highlight the Benefits: Remind the recipient of the gains by taking action. How does it align with their goals or problem-solving? Ensure the benefits are clear, appealing, and relevant to them.
• Test and Refine: Similar to other parts of your cold email, test and refine your CTA. Experiment with different CTAs, analyze the outcomes, and refine accordingly. Cold emails are adaptable tools tailored to your unique needs.

The call to action guides the recipient towards the desired action. It’s the final nudge toward deeper engagement. Craft it irresistibly—making it impossible to ignore!

Follow-Up Strategies

Mastering the follow-up in cold emails demands finesse, timing, and perseverance. It’s about gently reminding your recipient without intruding or becoming bothersome. Here are strategic approaches for effective follow-ups on cold emails:

1. Time it Right: Precision in timing is important for follow-ups. Too soon appears desperate, while waiting too long might signal disinterest. Typically, waiting at least 48 hours strikes a balance, allowing enough time for the recipient to engage. Yet, this timeframe might vary based on roles and industries; a CEO might require more response time than a small business owner.
2. Maintain Professionalism and Courtesy: Your follow-up email should mirror the professionalism and politeness of your initial outreach. Express gratitude for their time, acknowledge their busy schedule, and restate your request or proposal. Avoid sounding desperate or forceful. Respect and understanding are crucial since you’re seeking their time and attention.
3. Recap the Initial Email: Briefly summarize your initial email in the follow-up. Reiterate its importance and your ask. This serves as a reminder and brings your proposal back into focus. However, avoid mere repetition; provide a fresh perspective or a new angle on your proposition.
4. Add Value: If possible, include additional value in your follow-up—fresh information, a special offer, or something beneficial to enhance your proposal. Ensure it doesn’t come off as a bribe. The added value should be pertinent and valuable, not just a random perk.
5. Persist, But Know Limits: If there’s no response to your initial follow-up, sending another is acceptable. However, after multiple attempts without a response, it might be time to step back. Persistence is valuable, yet knowing when to cease is equally crucial. Avoid annoying the recipient or tarnishing your image by being excessively persistent.

Remember, the aim of a follow-up email is to get a response, not to annoy the recipient. So be patient, be polite, and persist while respecting boundaries. And most importantly, always offer value.

Conclusion

Cold emailing is an art that requires practice and patience. By following these guidelines, you’ll increase your chances of getting a response and building valuable connections for your startup. Remember, every email is an opportunity to start a conversation that could lead to a game-changing relationship.

If you are just starting out your business and need help with financial modeling, business planning, or even with a pitch deck to raise money, please feel free to get in touch with us or book a complimentary call. We would love to help you out with the first steps to make your startup successful.