Want to write cold emails that people can’t ignore? In this quick guide, we’ll share proven cold email copywriting tips to help you craft outreach campaigns that turn leads into deals.
On average, cold emails see a reply rate of around 8.5%. Not bad. But the best cold outreach campaigns achieve reply rates of 20% or more.
So what’s the difference? Short answer: copywriting. With stellar copy, your cold emails stand out in crowded inboxes.
More importantly, they make your recipients feel special, and resonate with them, compelling potential buyers to respond.
In this quick guide, we’ll share some battle-tested cold email copywriting tips, strategies, and templates.
Use them to create more engaging cold emails, connect with your audience on a deeper level, and drive more sales.
Here’s what we’ll cover:
- What is cold email copywriting?
- The key elements of high-converting cold email copy
- Proven cold email copywriting formulas
- Common mistakes in cold email copywriting (and how to avoid them)
- Cold email copywriting tips to increase open and reply rates
- 3 cold email copy templates you can use right now
Sounds good? Then let’s dive in.
What is cold email copywriting?
Cold email copywriting is the skill of crafting persuasive emails to reach out to individuals who don’t know you or your business yet.
Unlike traditional marketing emails, cold emails aim to connect with potential clients, partners, or leads who haven’t interacted with your brand before.
The goal of cold email copywriting is to create a message that feels relevant, valuable, and engaging to the recipient.
It’s about standing out in crowded inboxes while making your prospect feel like the email was written specifically for them.
Great cold email copy avoids being overly salesy and instead focuses on sparking a conversation with potential customers or partners.
By addressing the prospect’s pain points and providing value upfront, cold emails can lead to valuable business opportunities.
Some of our clients have leveraged cold email copywriting to create outreach campaigns that have generated 6-figure sales.
The key elements of high-converting cold email copy
When it comes to cold emails, every word counts. You only have a few seconds to capture attention, generate interest, and inspire action. Here are the key elements you need to include in your cold emails to get high conversion rates.
A strong subject line
Your subject line is the first thing your recipient sees. Its job is to grab attention, spark curiosity, and make the recipient want to know more. If your subject line doesn’t cut it, your prospects won’t even open your cold emails.
To craft a strong subject line:
- Keep it short: Ideally, your subject line should be less than 50 characters. Beyond that it may get truncated on mobile devices.
- Use personalization: Mention their name, company, or a specific detail about them to show that your email is relevant.
- Create curiosity: Ask an intriguing question, or hint at a benefit without giving everything away.
Examples:
- [Name], how are you handling [Challenge]?
- Is [Problem] holding you back?
- BOOM! This is how to get 45% more traffic (no ads)
A personalized icebreaker
The first line of your email is decisive. This is your chance to prove to the recipient that you’ve done your homework, that you understand them, and that you can help them achieve their goal, or overcome their challenges.
Tips for an effective icebreaker:
- Mention something specific about their recent work, company news, or shared interests.
- Reference mutual connections, events, or content they’ve shared.
- Keep it genuine and avoid generic pleasantries like “I hope this email finds you well”.
Example:
“Hey [Recipient], I just caught your interview on [platform] – loved your take on [topic], really insightful!”
A clear value proposition
Once you’ve grabbed their attention, it’s time to clearly communicate what’s in it for them. Your value proposition should explain how your product can solve a specific problem or help them achieve a goal.
To create a strong value proposition:
- Tie your solution to their pain points or goals.
- Highlight the benefits of your offer in simple, direct language.
- Avoid overwhelming them with too many details – just enough to spark interest.
Example:
“We’ve helped 100+ companies like yours streamline their sales process, boosting conversion rates by 20% in just 3 months. I’d love to explore how we can do the same for you.”
An actionable CTA
Your email should have one clear goal – whether it’s booking a meeting, scheduling a call, or getting a reply. Make your CTA specific, action-oriented, and low-friction. Here are some examples of effective cold email copy for CTAs:
- Suggest a low-commitment next step: “Mind if I send you a case study from your industry? It’s a 3-minute read.”
- Ask for a direction: “Who’s the best person to talk to about [Topic]?”
- Request permission: “Mind if I send over some ideas on how to improve your [Topic]?”
- Ask for feedback: “What do you think? Could this help your team?”
- Create curiosity: “Want to know how we helped [Company] achieve [Result]?”
Proven cold email copywriting formulas
When I first got into cold email copywriting, one of the hardest parts was figuring out how to structure my drafts. That’s when I discovered the power of formulas. In this section, I’ll share 3 go-to copywriting formulas that you can use to create irresistible emails and sales pages.
1. AIDA
The AIDA formula is a classic, and it works wonders in cold emails. It’s designed to capture attention, build interest, create desire, and drive action. Here’s a quick breakdown:
- Attention: Start with a strong hook. Something that immediately grabs the recipient’s attention. This could be a personalized insight, a striking statistic, a pattern interrupt, or an intriguing question.
- Interest: Next, engage your recipient by addressing their pain points or specific challenges. Show them you understand their situation and that you’ve got something valuable to offer.
- Desire: Build desire by highlighting the benefits of your solution. How will it make their life easier, save them time, or help them achieve their goals?
- Action: End with a clear, compelling call-to-action. Whether it’s scheduling a call or downloading a resource, make it easy for them to take the next step.
Example:
Hi [Recipient],
Attention: I noticed that [Their Company] doesn’t have a welcome email sequence. Did you know that a well-designed welcome sequence can boost customer engagement by up to 50%?
Interest: At [Your Company], we specialize in crafting personalized, high-converting email sequences that not only engage new subscribers but also drive sales and improve customer retention.
Desire: Now, imagine automatically welcoming your new subscribers with a series of perfectly timed, relevant emails. On average, our clients see a 28% increase in revenue and a 46% boost in retention after implementing this strategy.
Action: I’d love to show you how we can create a custom, high-ROI welcome sequence for [Their Company]. Would this be of interest to you?
Best,
[Signature]
2. PAS
PAS is my all-time favorite cold email copywriting formula. It taps into your recipient’s pain points, makes them feel the urgency of solving them, and then naturally positions your solution as the answer.
- Problem: Identify a key problem your recipient is facing. Be specific and show that you understand their situation.
- Agitate: Amplify the pain by highlighting the consequences of leaving the problem unsolved.
- Solve: Present your product as the solution that will fix the issue and make their life easier.
Example:
Hi [Recipient],
Problem: I noticed that [Their Company] is struggling to convert leads into long-term customers. Without a solid follow-up strategy, many companies see a sharp drop in customer retention.
Agitate: This could mean losing out on potential revenue and watching your hard-won leads slip through the cracks. In fact, studies show that businesses without a strong follow-up process lose nearly 80% of their prospects within the first 30 days.
Solve: At [Your Company], we specialize in creating automated email sequences designed to keep leads engaged and nurture them into loyal customers. Our clients have seen a 35% boost in retention after implementing our follow-up strategies.
Would you be open to a quick call to explore how we can help [Their Company] increase customer retention?
Best,
[Signature]
3. BAB
BAB is all about transformation. It shows your recipient where they are now (Before), where they could be (After), and how your solution will get them there (Bridge). This formula is great for highlighting the benefits of your offering.
- Before: Describe the current state of your recipient, including the challenges or pain points they’re facing.
- After: Paint a picture of how much better things could be with your solution.
- Bridge: Explain how your product or service will help them get from “before” to “after”.
Example:
Hi [Recipient],
Before: If you’re seeing inconsistent sales and low customer retention, you’re not alone. Many companies struggle to keep new customers engaged after their first purchase.
After: Now, imagine turning those one-time buyers into loyal, repeat customers with an automated system that drives engagement and boosts retention.
Bridge: At [Your Company], we help businesses like yours implement personalized email sequences that increase retention by up to 30%.
Would you be open to a quick chat about how we can help [Their Company] achieve the same results?
Best,
[Signature]
Common mistakes in cold email copywriting (and how to avoid them)
Cold outreach is a game of inches. Even small missteps can dramatically impact your reply rates. In this section, we’ll walk through the most common pitfalls in cold email copywriting and, more importantly, how to avoid them.
Being too salesy
No one likes feeling like they’re being pitched in the first interaction. Coming on too strong with a hard sell is a quick way to turn off your recipient. Instead of focusing on selling, aim to start a conversation, and connect with your recipient.
How to avoid this: Provide value. Show you understand their pain points. Make your approach about them, not you.
Overly long emails
People are busy. So drawn-out emails are likely to be skimmed or ignored entirely. The goal of a cold email isn’t to tell your whole story – just enough to spark interest and encourage a reply. The ideal length for cold emails is 75-125 words.
How to avoid this: Be concise. Remove filler words. Stick to one key message and leave the rest for follow-up conversations.
Lack of personalization
On average, American workers receive 121 emails a day. So a generic email won’t cut it. To stand out in crowded inboxes, you must show your recipient that your message is relevant, and that you’ve taken the time to understand their needs.
How to avoid this: Research your recipients. Use automation tools such as Mailmeteor to personalize your emails at scale.
Using jargon
Industry jargon or complex language can confuse the reader and disrupt your message. Cold emails need to be simple and clear. If your recipient has to decipher what you’re saying, they’re more likely to give up and move on.
How to avoid this: Keep a conversational tone. Write so that a 12-year old could understand your email.
Not testing subject lines
Your subject line is the first impression you make, and if it doesn’t grab attention, your email won’t even get opened. Don’t make the mistake of using the same subject line for all your outreach, without testing what resonates with their audience.
How to avoid this: A/B test your subject lines to see what gets the best open rates. Experiment with different styles and lengths.
Cold email copywriting tips to increase open and reply rates
If you want your cold emails to stand out, get opened, and generate replies, there are a few key copywriting tactics you need to keep in mind. Here are some battle-tested tips to help you craft emails that convert:
Include social proof
People trust what others trust. Including social proof, like mentioning clients, results, or media coverage, makes your email more credible. It reassures your recipient that others have benefited from your product or service.
Example: “We’ve helped companies like [Well-known Client] increase their conversion rate by 30% in just 3 months.”
Be concise
No one wants to read long, drawn-out emails. Ideally, keep your emails between 75-125 words. Focus on one clear message or goal. This makes your message easier to digest and more memorable.
Example: “Hi [Name], I noticed that [Company] is missing a follow-up strategy. Would you be open to a quick call to explore how we can help you boost your retention rates?”
Provide value
Every cold email should answer one question: “What’s in it for me?” Make sure your recipient knows exactly what benefit they’ll get from engaging with you. Offer valuable insights, tips, or resources.
Example: “Here’s a free guide we created to help companies like yours increase their email open rates by 25%.”
Add a P.S. section
People often skim emails, and the P.S. tends to catch their eye first. That little nugget of text at the end stands out, making it the perfect spot to grab their attention and reinforce your main message or call-to-action.
Example: “P.S. I’d love to offer you a free 15-minute consultation on how we can improve [Company]’s retention strategy.”
Be oddly specific
Specificity sells. It makes your message more credible, and helps the prospect visualize benefits more clearly than vague promises. Use specific numbers and examples to make your email stand out.
Example: “We helped [Client] increase their sales by 27.4% in just 6 weeks.”
Schedule follow-ups
Most cold emails don’t get a reply after the first send. And that’s OK. Make sure to send timely follow-ups to increase your response rates. Don’t just repeat the same message, add value with each new follow-up.
Example: “Hi [Name], just following up on my previous email. I’d love to see how we can help [Company] streamline its sales funnel, like we recently did for [Competitor]. Do you have time next week for a quick chat?”
Use the “You” rule
Your cold email should be about your recipient. Not about you or your product. For every ONE time you mention yourself or your company, try to mention your prospect at least TWICE. This makes your copy feel more relevant.
Example: Is your article on [Topic] getting the traction it deserves? Our AI-powered SEO tool could help you triple its reach. Interested in seeing how?
Focus on benefits, not features
Your email should highlight what your product or service can do for the recipient, rather than just listing its features. Focus on how it solves their problems or improves their business. Ask yourself “So what?”.
Example: “Instead of just offering a CRM tool, we provide a solution that saves you 10 hours a week on manual follow-ups.”
Write like you speak
Avoid overly formal or complex language. Write your cold emails the way you’d speak in a conversation. This makes your message feel more natural, approachable, and easier to consume.
Example: “Hey [Name], I noticed something that could really help [Company] grow, and I’d love to share it with you.”
Run the “7 sweeps”
I learned this method during my training with Copyhackers. The idea is to sweep your copy 7 times to turn it from “meh” to “wow”. Each sweep focuses on a key aspect of your writing to make sure your message is irresistible:
- Clarity sweep: Is your copy clear and easy to understand? Are there any elements that could confuse the reader?
- Voice and tone sweep: Is your copy on brand? Does it match the tone of voice and values of your business?
- So what sweep: Does your cold email provide value to the recipient? Is this message worth their time?
- Prove it sweep: Do you have proof to back up your claims? Is your email credible?
- Specificity sweep: Is your email specific? Are there any vague claims or arguments that you could improve?
- Heightened emotion sweep: Does your email evoke the right emotions? Did you paint a vivid picture for them?
- Zero risk sweep: Have you removed any perceived barriers or risks? Did you handle common objections? Do you offer a strong guarantee?
3 cold email copy templates you can use right now
Need help to get started? Here are 3 templates written by a professional cold email copywriter. Feel free to use them in your own outreach campaigns to spark conversations, generate leads, and drive revenue.
1. The “Personalized insight” email
Hi [Prospect’s Name],
I recently came across your website (love [specific element] btw) and saw [number] things that are hurting your conversions. I recorded a quick video to walk you through what you could do to fix this. Mind if I send it over?
Best,
[Signature]
P.S. [Company from their industry] recently made similar changes to their website and saw a 76% leap in conversions.
2. The “Valuable resource” email
Hey [Name],
I stumbled upon a post you wrote on [Social media] about [Topic]. Loved your insights on [Key takeaway from their post].
It made me think of this article that I recently read on [related topic]. Thought you might find it interesting. Here’s the link: [Insert link].
Would love to hear your take on this!
Cheers,
[Signature]
3. The “Mutual connection” email
Hi [Name],
[Common connection] mentioned you might be interested in [Service]. At [Your Company], we’ve helped many like you achieve [specific outcomes].
Can we set up a time to chat?
[Signature]
Final thoughts
Cold email copywriting isn’t just about writing emails. It’s about finding the right words to start conversations, build meaningful relationships, and ultimately drive more conversions.
By applying the tips and strategies shared in this guide, you’ll be well on your way to crafting cold emails that resonate with your audience and generate high engagement rates.
Remember, the key to success is persistence and optimization. Experiment with different copywriting formulas, personalize your outreach, monitor your results, and see what works best for your target audience.
What’s next? Sign up to Mailmeteor (it’s free!) to create your first cold email campaign today. Our free plan lets you send up to 50 personalized emails a day. You can also track your emails, schedule follow-ups, and more.
Happy sending 💌
