Have you ever wondered how to start a cold email that actually gets noticed? Or, more importantly, how to do cold email outreach that resonates with potential B2B leads?
When executed correctly, cold emails could be the key to unlocking new B2B leads for your business?
According to several studies, 80% of buyers prefer to be contacted by email, and personalized cold emails can boost response rates by up to 35%.
With stats like these, it’s clear that cold emails hold major potential for getting more leads. But what does it take to craft a cold email someone actually reads and replies to?
We’re here to give you the inside scoop on everything you need to know to make cold emails that turn leads into loyal customers.
So, What Is a Cold Email?
A cold email is an unsolicited email sent to someone who hasn't previously interacted with your brand.
Unlike spam, which is often irrelevant and intrusive, a cold email is targeted, personalized, and meant to build rapport with a specific person or company.
In B2B outbound marketing, cold emails can be a powerful tool for generating interest and creating connections with individuals who may benefit from your product or service.
When done right, cold emails are particularly effective in B2B settings because they allow businesses to initiate contact with highly targeted prospects. By reaching out directly, companies can introduce their brand, showcase value, and establish themselves as trusted resources.
When to Use Cold Emails:
Cold emails are most beneficial when you want to initiate a new relationship or nurture potential leads who might not yet be aware of your brand.
Here are some of the best ways to utilize cold emails:
- Introducing Your Brand to Unfamiliar Leads: Reach out to potential customers who may benefit from your services. Engage decision-makers at companies who fit your target profile but haven’t interacted with your brand yet.
- Nurturing Prospects: Send helpful resources to prospects who are not ready to buy but could engage with your brand in the future.
- Offering a Personalized Solution or Consultation: Cold emails can be used to offer targeted advice, a special offer, or a free consultation, encouraging them to connect with you directly.
The Benefits of Cold Emails in B2B:
Using cold marketing emails in your B2B marketing strategy can open you up to a wide range of benefits, including the following:
- Target Qualified Leads: By targeting specific prospects, cold emails attract leads that are more likely to convert.
- Expand Your Network: Cold emails open the door to new connections in your industry.
- Nurture Contacts Over Time: Even if leads aren’t ready to buy immediately, cold emails keep your brand on their radar for future opportunities.
Here Are 5 of Our Favorite Cold Email Copywriting Tips
The best cold emails will entice recipients to open, read, and respond to the message. But how do you do that?
Here are five of our go-to copywriting tips we use at Evenbound to make our emails stand out:
1. Craft an Intriguing Subject Line
Your subject line is the first thing recipients see. It should be short, engaging, and relevant.
- An ideal email subject line should be no more than 50 characters long.
- Use direct, intriguing language to spark interest.
- Don’t be afraid to utilize relevant emojis, even in a B2B setting.
- Ask the recipient a question that aligns with their pain points.
- Use personalization so the recipient knows the email is specific to them.
Example:
"Ready to Simplify [Industry Challenge]? Here’s How."
2. Keep Content Brief and Relevant
Who has time to read lengthy emails from someone you don’t even know? To keep readers’ attention, ensure every sentence has a purpose and stays focused on the recipient’s needs.
- Focus on one clear message that answers the question, “What’s in it for me?”
- Provide a value statement that shows why your email matters to the reader.
- Keep sections concise and break them up with spacing to make the text easier to skim.
- Personalize your message by referencing something specific about the recipient’s company, role, or industry to make the email feel less generic.
Example:
At [Company Name], we know time is valuable, so here’s one way we help teams like yours [achieve a specific benefit]. With [our solution], your team can save hours on [specific task].
3. Include Minimal Links and Clear Call-to-Action (CTA)
It’s important to keep your email focused and guide the reader toward a single, impactful action.
- Limit links to only one or two that are highly relevant.
- The CTA should be straightforward, guiding the recipient toward a single action, like scheduling a call or replying.
- Place the CTA where it’s easy to spot—either at the end of the email or after a key value statement.
Example:
Let's set up a quick call next week if you’d like to discuss how [solution] could support [recipient’s specific need]. Just click here to book a time that works for you.
4. Avoid Sales Language
Cold emails work best when they feel genuine rather than pushy. They should sound conversational and focus on how you can help the recipient rather than making a hard sell.
- Use a friendly, authentic tone, and keep the language light.
- Avoid excessive exclamation points, ALL CAPS, and phrases that feel insincere.
- Avoid jargon or complex terms that may lose the reader’s interest.
- Rather than highlighting your brand’s features, center your language around solutions to the recipient’s challenges.
- Ask thoughtful questions to make the email feel like the start of a conversation rather than a pitch.
- Use empathy in your messaging. For example, “We understand how challenging it can be to…”
Example:
I know firsthand how challenging [specific problem] can be. That’s why we focus on creating solutions that save time and reduce hassle, so your team can focus on what matters most.
5. Proofread and Edit Carefully
Typos can make even the most carefully crafted email seem unprofessional. A polished email reflects well on your brand and helps build trust.
- Take time to proofread and edit for a polished final result.
- Read your email out loud to see how it flows.
- Have a colleague review it to catch any mistakes or awkward phrasing.
- Utilize tools like Grammarly or Hemingway Editor to catch errors and improve readability.
- Confirm that names, job titles, and any personalized fields are correct.
- Ensure that any links or buttons in the email are working correctly.
Example:
Hi ,
I hope you’re doing well.
(The above is the personal token for a contact's first name in HubSpot so you can dynamically insert a contact's first name into emails.)
A Step-by-Step Guide to Writing an Effective Cold Email
Creating an effective cold email is kind of like following a secret recipe. It requires thoughtful preparation and a specific approach.
Here’s an overview of the steps to help you craft emails that resonate and inspire action.
Step #1: Define the Goal
If you’re wondering how to start a cold email that makes a great first impression, start by defining a single, clear objective for your email.
Are you hoping to schedule a call? Are you sharing valuable resources you want to get clicked on or downloaded? Or are you simply introducing your product and trying to get website visits?
By defining this goal upfront, you ensure your message stays focused and aligned with the desired outcome.
Step #2: Research Your Audience
Tailoring your message to the recipient is vital. You need to know who they are and what their priorities are.
Learn about their role, industry, and potential challenges. This will allow you to personalize your email and address specific needs or pain points.
Step #3: Craft the Subject Line
A good subject line is direct yet enticing. Aim for clarity, with a hint of curiosity to encourage the recipient to open the email.
Personalization can increase open rates, such as referencing the recipient’s company or a challenge they face.
Step #4: Include a Strong Opening Line
It is critical to capture interest from the start. Avoid generic openers and instead lead with something relevant to the recipient. We like using questions, an observation about their industry, or a challenge they face.
Step #5: Present the Value Proposition
Clearly explain how you can help solve the challenge or meet the recipient's needs. Highlight the value they’ll gain rather than focusing solely on your product or service features.
Step #6: Include a Clear CTA
Guide the recipient toward the next step you want them to take with a single, clear call-to-action.
Whether it’s scheduling a call, replying for more information, or downloading a resource, your CTA should be straightforward and aligned with your initial goal. It should also use gentle, conversational language rather than being too aggressive.
“My favorite strategies for cold emails are to use conversational language and create short, focused sections that naturally guide the reader’s eye through the content. This approach keeps emails engaging and easy to follow.”
- Elizabeth Nanosh, Content Writer at Evenbound
Check Out These Bonus Tips for Cold Email Success
We’re not done yet! We still have some additional insights we’d like to share that we utilize at Evenbound in our outbound marketing efforts.
- Highly-Targeted Contacts | Don’t cast a wide net. Instead, focus on reaching contacts who fit your ideal customer profile. Research and identify relevant prospects so you can tailor each email, increasing the chance of engagement and response.
- Personalization Tokens | Personalization tokens make emails feel explicitly crafted for the recipient. Include details like their name, company, or job title to add a personal touch that shows you genuinely care about their business.
- Content Offers & Drip Campaigns | Many recipients aren’t ready to commit immediately. Offer valuable resources (like guides or case studies) that provide helpful insights. Pair this with a drip campaign to stay top-of-mind, gently nurturing leads over time with a series of emails designed to build trust.
“As a Marketing Manager, using drip campaigns is a no-brainer. Once they’re turned on, it’s like having a sales manager round the clock to send the right email at the right time to the right lead. Most of our leads aren’t ready to have a sales conversation yet and that’s okay because when they are, we’ll be top of mind for them.”
- Kolby Hanson, Marketing Manager at Evenbound
Partner with Evenbound for Successful Outreach Strategies
At Evenbound, we specialize in creating effective, tailored email campaigns that align with your B2B marketing goals.
With our experience in lead generation, we can help you connect with the right prospects, nurture relationships, and drive results with impactful cold emails.
Ready to elevate your cold email strategy?
Contact Evenbound today for professional assistance in building a high-impact outreach campaign that generates quality leads and fuels your business growth.
