{"id":133317,"date":"2022-08-16T09:23:24","date_gmt":"2022-08-16T09:23:24","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=133317"},"modified":"2025-04-02T10:02:03","modified_gmt":"2025-04-02T10:02:03","slug":"cold-sales-email","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/cold-sales-email\/","title":{"rendered":"How to Write a Successful Cold Sales Email"},"content":{"rendered":"<p>Ah, the dreaded cold sales email.<\/p>\n<p>Famously hated by salespeople everywhere, the cold email is a universal source of pain for SDRs.<\/p>\n<h2>What is a cold sales email?<\/h2>\n<p>A cold sales email is what a salesperson sends to prospects that they\u2019ve had no previous communication or relationship with. It\u2019s what initiates dialogue with a lot of prospects, and if you nail it, it can lead to a shiny, new deal. &#x2728;<\/p>\n<p>Why are they so hated by salespeople? First, because it\u2019s hard to know what to say. Second, because no one likes spending time writing an email when you know there\u2019s a high chance you won\u2019t get a reply. And third, no one likes feeling spammy.<\/p>\n<p>But here\u2019s the thing: <b>the cold email is a necessity in the game of sales.<\/b> Done right, it provides you and your prospect with a number of benefits, including:<\/p>\n<ul>\n<li aria-level=\"1\">Kicking off <b>communication<\/b> with a new prospect (and hopefully, an eventual customer).<\/li>\n<li aria-level=\"1\">Offering <b>value<\/b> by providing information, resources, new connections and positioning yourself as a trusted advisor or consultant.<\/li>\n<li aria-level=\"1\">Engaging your prospect with a <b>relevant solution<\/b> to them and their business goals.<\/li>\n<li aria-level=\"1\">Setting the <b>tone<\/b> for any future dialogue, as well as what to expect from then on.<\/li>\n<\/ul>\n<p>So, how do you write a cold sales email that will <i>actually<\/i> get a response? Check out this guide for an overview of best practices AND some cold sales email templates you can start using today.<\/p>\n<h2>Cold sales emails best practices<\/h2>\n<p>Here are nine best practices to plug into your outreach strategy to help you write cold sales emails:<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-133321 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/08\/cold-sales-emails.png\" alt=\"cold sales email - best practices\" width=\"3240\" height=\"3240\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/08\/cold-sales-emails.png 3240w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/08\/cold-sales-emails-300x300.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/08\/cold-sales-emails-1024x1024.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/08\/cold-sales-emails-150x150.png 150w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/08\/cold-sales-emails-768x768.png 768w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/08\/cold-sales-emails-1536x1536.png 1536w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/08\/cold-sales-emails-2048x2048.png 2048w\" sizes=\"(max-width: 3240px) 100vw, 3240px\" \/><\/p>\n<h3>1) Don\u2019t skip over sales prospecting<\/h3>\n<p><a href=\"https:\/\/www.similarweb.com\/blog\/sales\/prospecting\/sales-prospecting-guide\/\">Sales prospecting<\/a> is essential to writing a successful cold email. We\u2019ve said it before, and we\u2019ll say it again: targeting irrelevant prospects is unlikely to lead to a deal. Instead, you\u2019ll just end up wasting time and energy that could have been directed at viable leads. Sales prospecting allows you to create a list of contacts that fit specific criteria as defined by your ideal customer profile (ICP).<\/p>\n<p>To perform prospecting in the most effective way possible, you need to gain an intimate understanding of your ICP and customer personas. Ask yourself questions like:<\/p>\n<ul>\n<li aria-level=\"1\">What is their <a href=\"https:\/\/www.similarweb.com\/company\/\">company profile<\/a>?<\/li>\n<li aria-level=\"1\">What are their pain points, goals, and challenges?<\/li>\n<li aria-level=\"1\">Where do they see opportunities?<\/li>\n<li aria-level=\"1\">How do they aim to compete in their market?<\/li>\n<\/ul>\n<p>Once you\u2019ve defined a clear set of parameters, you can start narrowing down a large pool of prospects into a strategic list of highly relevant ones. Similarweb\u2019s <a href=\"https:\/\/www.similarweb.com\/corp\/sales\/\">Sales Intelligence solution<\/a> empowers SDRs to easily identify their ideal prospects by analyzing its database of more than 100 million websites according to any criteria.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-129974 size-full\" src=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/lead-generator-examples-Sheet1-1-e1658484942196.png\" alt=\"lead generator examples - Sheet1-1\" width=\"1187\" height=\"554\" srcset=\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/lead-generator-examples-Sheet1-1-e1658484942196.png 1187w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/lead-generator-examples-Sheet1-1-e1658484942196-300x140.png 300w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/lead-generator-examples-Sheet1-1-e1658484942196-1024x478.png 1024w, https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/07\/lead-generator-examples-Sheet1-1-e1658484942196-768x358.png 768w\" sizes=\"(max-width: 1187px) 100vw, 1187px\" \/><\/p>\n<h3>2) Do your research<\/h3>\n<p>Once you\u2019ve completed your sales prospecting and developed a tasty list of prospects, research the individuals you plan to reach out to.<\/p>\n<p>You should know these basics before drafting your email:<\/p>\n<ul>\n<li aria-level=\"1\">Their full name<\/li>\n<li aria-level=\"1\">Their role in the company<\/li>\n<li aria-level=\"1\">Career history<\/li>\n<li aria-level=\"1\">Recent promotions<\/li>\n<li aria-level=\"1\">Achievements (in current and previous roles)<\/li>\n<\/ul>\n<p>At the same time, you\u2019ll want to understand what triggers the company to buy. In the past, did certain contexts, events, or needs drive the prospect\u2019s company to purchase a new solution or service? When you\u2019ve got these facts in the bag, you\u2019ll have a deeper understanding of the conditions required to (hopefully) drive a successful sale. This will help you frame your pitch and intro when you write your cold sales email, too.<\/p>\n<p>Once you\u2019ve collected all of this information, jot down detailed notes in your CRM so you can refer to them later.<\/p>\n<h3>3) Write a strong subject line<\/h3>\n<p>Nail that subject line :<\/p>\n<ul>\n<li><b>Make it short:<\/b> Make sure the entire thing is visible and doesn\u2019t get cut off in your prospect\u2019s inbox.<\/li>\n<li><b>Avoid marketing lingo or spammy attention grabbers: <\/b>Your subject line should look like you wrote it, not your marketing department\u2019s copywriter\u2026 and definitely not a bot.<\/li>\n<li><b>Check for typos: <\/b>Spelling errors, poor punctuation, and other mistakes in your subject line might signal to your prospect that your work is sloppy or you don\u2019t care enough to edit your emails before you hit send.<\/li>\n<li><b>Keep your promises: <\/b>A compelling subject line is only a good subject line if your email fulfills its promise. For example, you shouldn\u2019t write, \u201c[Name], take advantage of our 20% off discount,\u201d and then not mention the discount again in your email.<\/li>\n<\/ul>\n<h3>4) Write the way you speak<\/h3>\n<p>Please \u2013 we beg \u2013 avoid using business jargon or writing in an unnaturally formal voice. People want to get through their emails fast. Your best bet is to keep it simple and clear. Always be professional, but not overly formal.<\/p>\n<h3>5) Avoid huge paragraphs of text<\/h3>\n<p>Large chunks of text aren\u2019t easy on the eye. They\u2019re not \u201cskimmable\u201d and they\u2019re likely to drive prospects who open your email away before they even read it.<\/p>\n<p>Your entire email should be in the range of five to seven short sentences (125 words max, with <a href=\"https:\/\/gtmnow.com\/how-to-write-the-perfect-sales-email\/\">50-100 words<\/a> being the ideal length). To ensure fast and easy reading of your message, separate your sentences into short paragraphs.<\/p>\n<h3>6) Minimize your use of \u201cI,\u201d \u201cwe,\u201d and \u201cour\u201d<\/h3>\n<p>It\u2019s not about you. If you want to start an engaging correspondence with a prospect, you need to make it all about them. We get it, this can be difficult when you\u2019re trying to pitch your product or explain while you\u2019re worth talking to.<\/p>\n<p>The answer? Transform your sentences to be more encompassing of the company you\u2019re talking to. Take a look at this:<\/p>\n<p>V1: \u201cWe have a brand new feature that I think you\u2019d be interested in\u201d<\/p>\n<p>V2: \u201cAs your company continues pursuing [goal], you could definitely benefit from our latest feature\u201d<\/p>\n<p>See what we did there?<\/p>\n<h3>7) Make it personal<\/h3>\n<p>Look for ways to personalize your cold sales emails as much as possible. You can do this by mentioning achievements, needs, or challenges that are relatable for your prospect.<\/p>\n<p>With Similarweb\u2019s <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/prospecting\/sales-intelligence-insights-generator\/\">Sales Intelligence Insights Generator<\/a>, you can gain full visibility into a prospect\u2019s digital strategy, performance, and competition. Allowing you to effortlessly identify a variety of business insights, you will not only capture your prospect\u2019s attention, but also immediately show you have done your homework and have real value to offer.<\/p>\n<p>Show them how many more sales they could make if they expanded their service to an untapped region. Or, point out that their competitor has just adopted a similar technology to help them jump, to give new capabilities that your prospect will probably want to match. Similarweb helps you easily produce these findings, so you can plug useful nuggets of information into your sales emails and jumpstart your conversations.<\/p>\n<h3>8) Name drop<\/h3>\n<p>Name-dropping other companies on your customer roster \u2013 especially well-known ones \u2013 helps you build credibility and trust among your prospects.<\/p>\n<p>Social proof allows you to demonstrate that other companies trust you enough to continue doing business with you. It shows that your solution or service meets other companies\u2019 standards, offers value, and \u2013 presumably \u2013 provides an ROI.<\/p>\n<p><strong>Hot tip:<\/strong> Case studies and concrete performance numbers will bolster your social proof, making this tactic <i>even <\/i>more effective.<\/p>\n<h3>9) Include a clear CTA<\/h3>\n<p>At the end of your email, it should be obvious what you expect your prospect to do next. Should they respond with certain information? Do you want them to suggest times for a meeting? Do you want them to book a time slot on your Calendly?<\/p>\n<p>A common mistake SDRs make when writing <a href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/sales-emails\/\">sales emails<\/a> is not making this clear. By including one CTA \u2014 preferably at the end \u2014 you can avoid confusion and improve your chances of getting a reply. Make it as easy as possible for them to take the next steps.<\/p>\n<h2>5 cold sales email templates you can start using today<\/h2>\n<p>Feeling creatively blocked? Not sure where to start off? Try using these cold email templates to reach out to your prospects today.<\/p>\n<p>Customize them, make them yours, and hit send with confidence.<\/p>\n<h3>1) The intro email template<\/h3>\n<p><i>Hi [Prospect name],<\/i><\/p>\n<p><i>My name is [your name] and I work at [your company]. We work with businesses like [insert two current customers\u2019 names] to [help\/enable\/etc.] them to [short pitch].<\/i><\/p>\n<p><i>Our [product\/service\/platform] offers companies like [prospect\u2019s company] to [include one sentence on a unique benefit of your offering].<\/i><\/p>\n<p><i>Do you have fifteen minutes this week for a call? I would love to learn about your company\u2019s current goals and explore if [your company] could be of value.<\/i><\/p>\n<p><i>Best,<\/i><\/p>\n<p><i>[Your name].<\/i><\/p>\n<h3>2) The referral email template<\/h3>\n<p><i>Hi [Prospect name],<\/i><\/p>\n<p><i>My name is [your name] and I work with [your company name]. We work with organizations like [insert two current customers\u2019 names] to help them achieve [goal].<\/i><\/p>\n<p><i>[Insert one sentence pitch about your product or service].<\/i><\/p>\n<p><i>Are you the right person to talk to? If not, could you direct me to the right contact so we can discuss if this is something that could be valuable to your company?<\/i><\/p>\n<p><i>Best,<\/i><\/p>\n<p><i>[Your name]<\/i><\/p>\n<h3>3) The selling email template<\/h3>\n<p><i>Hi [Prospect name],<\/i><\/p>\n<p><i>I hope this email finds you well. I am reaching out because [brief explanation of how you got their contact information] and [mention a trigger event, such as: you just read an article about the company, they just made an announcement, there\u2019s a change of leadership, etc.].<\/i><\/p>\n<p><i>At [name of your company], our [platform\/service\/new feature] is designed to help [teams\/businesses] like [prospect\u2019s company name]. [One sentence description of product or service]. We do this by:<\/i><i><\/i><\/p>\n<ul>\n<li aria-level=\"1\"><i>Benefit\/feature 1<\/i><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><i>Benefit\/feature 2<\/i><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><i>Benefit\/feature 3 (optional)<\/i><\/li>\n<\/ul>\n<p><i>Are you available for a quick call [time and date] to chat about how [your company name] can provide value?<\/i><\/p>\n<p><i>Best,<\/i><\/p>\n<p><i>[Your name]<\/i><\/p>\n<h3>4) The trigger event email template<\/h3>\n<p><i>Hi [Prospect name],<\/i><\/p>\n<p><i>I\u2019m [your name] from [your company]. Just saw the news about [trigger event]. Congrats!<\/i><\/p>\n<p><i>[Briefly elaborate on the trigger event and a relevant effect], so you might be focusing on [business goal] now. I thought you might be interested in hearing about how we helped [name of a similar company] achieve [one or two benefits].<\/i><\/p>\n<p><i>Are you available for a quick call to discuss on [date and time]? If not, let me know when it would be a good time.<\/i><\/p>\n<p><i>Best,<\/i><\/p>\n<p><i>[Your name]<\/i><\/p>\n<h3>5) The value-driven email template<\/h3>\n<p><i>Hi [Prospect name],<\/i><\/p>\n<p><i>I\u2019m [your name] from [your company], and I\u2019m reaching out because [short description of how your companies relate]. We help organizations like [name two current customers] [achieve\/boost\/increase] [key benefit].<\/i><\/p>\n<p><i>Did you know that [insight on business opportunity related to your product or service] you could [describe benefit]? According to my analysis, you could [increase\/boost\/achieve] [benefit] by [quantifiable metric] by [describe the action (using your product, expanding service region, etc)].<\/i><\/p>\n<p><i>If this sounds interesting to you, I\u2019d love to set up a time to talk in more detail. Does [date and time] work for you?<\/i><\/p>\n<h2>Similarweb makes the cold email a little less cold<\/h2>\n<p>If the cold sales email felt like the bane of your existence before, hopefully, this guide has helped you warm up to this important task on your to-do list.<\/p>\n<p>With the right combination of insights, tools, and templates, you can dramatically simplify the prospecting and writing process and achieve a better outcome.<\/p>\n<p>Similarweb\u2019s Sales Solution is the ultimate cold email sales tool. With the ability to generate unique and compelling insights at the click of a button, you will have instant access to the information and data you need to write emails that not only capture your prospects\u2019 attention but also offer them value.<\/p>\n    <div class=\"post-banner post-banner--base\">\n        <div class=\"post-banner__wrapper\">\n            <div class=\"post-banner__text\">\n                                    <p class=\"post-banner__title\">Your unfair sales advantage<\/p>\n                                    <p class=\"post-banner__subtitle\">Grab your prospects' attention with insights from Similarweb Sales Intelligence<\/p>\n                                <div class=\"post-banner__button-wrapper\">\n                                            <a class=\"swui-button swui-button--solid swui-button--primary post-banner__button js-post-banner\"\n                           href=\"https:\/\/www.similarweb.com\/corp\/contact-us\/?solution=sales\"\n                           data-disable-dynamic-tracking\n                        >Book a live demo<\/a>\n                                    <\/div>\n            <\/div>\n                    <\/div>\n    <\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Ah, the dreaded cold sales email. Famously hated by salespeople everywhere, the cold email is a universal source of pain for SDRs. What is a cold sales email? A cold sales email is what a salesperson sends to prospects that they\u2019ve had no previous communication or relationship with. It\u2019s what initiates dialogue with a lot [&hellip;]<\/p>\n","protected":false},"author":469,"featured_media":133328,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6563,2805],"tags":[],"class_list":["post-133317","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b-sales","category-sales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Write a Successful Cold Sales Email | Similarweb<\/title>\n<meta name=\"description\" content=\"Cold sales emails: they might not be popular, but they are essential to your sales strategy. Here&#039;s how to make sure your next cold sales email gets read.\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/cold-sales-email\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Leah Messenger\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/cold-sales-email\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/cold-sales-email\/\"},\"author\":{\"name\":\"Leah Messenger\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/#\/schema\/person\/d7d77edafc3c41b4a1d5405cea4bbabf\"},\"headline\":\"How to Write a Successful Cold Sales Email\",\"datePublished\":\"2022-08-16T09:23:24+00:00\",\"dateModified\":\"2025-04-02T10:02:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/cold-sales-email\/\"},\"wordCount\":1997,\"publisher\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/cold-sales-email\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/08\/BLOG-THUMBNAIL.png\",\"articleSection\":[\"B2B Sales\",\"Sales\"],\"inLanguage\":\"\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/cold-sales-email\/\",\"url\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/cold-sales-email\/\",\"name\":\"How to Write a Successful Cold Sales Email | Similarweb\",\"isPartOf\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/cold-sales-email\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.similarweb.com\/blog\/sales\/b2b-sales\/cold-sales-email\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.similarweb.com\/blog\/wp-content\/uploads\/2022\/08\/BLOG-THUMBNAIL.png\",\"datePublished\":\"2022-08-16T09:23:24+00:00\",\"dateModified\":\"2025-04-02T10:02:03+00:00\",\"description\":\"Cold sales emails: they might not be popular, but they are essential to your sales strategy. 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