How to write cold emails that don't suck! 📧
- Emma Nelson
- Jan 24
- 6 min read
Good news: It's not as hard as it's made out to be. 😊
Ah, cold emails. The bane of freelancing, right?
When I started using cold emails as a way to gain traction in my writing business, I felt like a mouse in a room full of cats. I scurried this way and that, trying tactic after tactic with the hope that something would stick, whilst my self-esteem, motivation, and dedication to freelancing fell in the process. Especially frustrating was the amount of research I did before I sent out cold emails; I tried to learn the “best” techniques for getting replies, I played the numbers game, used pain points and CTAs… Basically, I tried all the tips sales gurus put out as “free, valuable advice” for freelancers.
The reality is, there are solid principles behind much of the sales guru techniques, but there’s also a lot of good advice that these teachers leave out. That’s somewhat on purpose - if they give you all the trade secrets for free, you probably won’t buy a $500 course - but some of what’s left out isn’t there simply because the tips you need will be specific to what you are trying to “sell.”
This leads me to my first point about cold emails, which is to…
Focus on what you have to give! 🎁
I put “sell” in parentheses above because a huge mistake freelancers make in drafting cold emails is focusing on sales first. When you draft a cold email with your mind on what you can get from the recipient (ie how much money you can make from them), your cold email will reflect that. You will come across as sales-y, disingenuous, and slimy.
Instead, start with questions like, “What can I do for this potential client? How can I make their life better?” By writing with this mindset, your emails will be better oriented towards your potential client and will make you come across as helpful, caring, and considerate of the individual’s particular want or need. A starkly different email emerges from this way of thinking, one that results in more replies and a stronger foundation for any working relationships that develop.
Here’s the bottom line: When you send someone a cold email about a product or service, they already know you want to sell them something. That’s a given, so you don’t need to harp on the point of the sale. Instead, you need to tell the reader why they want what you’re offering. You do that by first identifying how your product or service will benefit the potential client or solve a problem they are facing.
Sample sentences #1…
Instead of: I offer SEO-centered website content development, article and blog copywriting, and editing services for businesses wanting to expand their digital outreach.
Try: Tech companies often need to expand their digital outreach. By crafting an eloquent, well-informed newsletter, you’ll grow your company’s funding, support, and social proof among industry experts.
Build trust with your background, but don’t overshare. 🤝
In your cold email, you should hint at your education or experience… But don’t send a full resume or list of accomplishments right away. If the recipient wants your resume or portfolio, they’ll ask for it. I recommend linking your website - or, if you don’t have a website, your LinkedIn - in your signature. That way, the potential client can quickly view your samples and services, and can be better assured that you’re running a legitimate business.
Sample sentences #2…
Instead of: Hello! I’m Emma Nelson, a memoir and full book ghostwriter. I graduated from Baylor University in 2018, got my Master’s in Political Science in 2020, and have written 3 books for clients since then. Below, you’ll find a link to my portfolio with writing samples and previous client testimonials.
Try: I’m Emma, a Baylor grad and memoir ghostwriter working remotely from (insert state, country, etc here).
Do your research. 🔎
Always do your research before you send someone a cold email. If, for example, you want to write newsletters for tech companies, don’t just email every tech company you find on Google. Narrow down your search to a particular part of the tech industry and find companies that you actually want to work for. Take a look at each company or individual’s website to ensure that they don’t already have a newsletter (or whatever it is that you’re offering). The only thing more annoying to a marketing director than receiving a cold email about something the company already has is when that thing could’ve been found with a quick internet search. These emails show that you were either too lazy to check or you’re messaging companies en masse, both of which make you come across as desperate or a potential scammer.
Finally, ensure that you email the right person. If the potential client is an individual, find their website and email using the proper contact information on their contact page. If they’re a company, figure out who their marketing director is and email that specific person. You don’t want your message to get lost in the void of an incorrect inbox because you didn’t find the right person to email.
⚠️ Remember ⚠️ Birds of a feather flock together! Referrals are going to be instrumental in growing your business, so don’t shoot yourself in the foot by sending out a generic email to a thousand people. One may hire you, but when they recommend you to others in the same field, these people may have a cold email to remember you by… So don’t send out bad cold emails!
Find common ground. 🌎
Be as relatable as possible without being weird. If the person you’re reaching out to is a fellow alum from your college, worked at a company you worked at, is from the state/area you’re from, or has a mutual friend with you, use those touch points of commonality to connect with them. Remember, the person behind the screen is human, too! They also like to talk with and help out people with whom they can connect, find common ground, and have a good relationship with.
Keep it short. 🤏
Use as few words as possible to get your point across. The person reading your email is probably busy and will delete it without a second thought if they see it’s a multi-paragraph exposition on why you’re a great ghostwriter to work with. Keep your message short and sweet; if the recipient is interested in learning more about you, they’ll reply to your email or book a call with you.
Remember, all you need in that first email is to form a connection.
Get them on the phone. 📱
The goal of your cold email should not be to make an immediate sale. Rather, it should be to begin a dialogue. You can accomplish this in a few ways, but I find the most effective is to offer some dates and times that you’re available for a phone/Zoom consultation. Then, you can also offer a digital calendar link for alternate availability and invite the recipient to reply to your email with any questions that they may have. The point of your initial communication, whether it be via email, phone, Zoom, or in person, should be to bond with the potential client, tell them more about what you do and how your services can help them, and answer their questions.
Sample sentences #3…
Instead of: Shoot me a reply if you’re interested in these services or have any questions.
Try: I’d love to tell you more about how _____ can _____ for your business. I’m available for a call this upcoming Wednesday at 10:00 AM CST or Thursday at 11:30 AM CST. If neither of these times work for you, feel free to book a call with me on my digital calendar (link digital calendar), or reply to this email for alternate availability. I’m happy to answer any questions that you may have.
Pick your subject line and email address carefully! ✏️
Finally, ensure that the subject of your email speaks to your client and that your email address isn’t “spammy.” If you cold email someone from “unicornloverr2581@hotmail.com” or “askdfjphjksfda@yahoo.com,” they’re going to delete your email - and can you blame them?
Similarly, if you title your cold email, “Get famous with a book in six months!” or “Newsletter packages for only $2,000!”, your email will likely end up in the trash. Use a professional email address and pick a subject line that speaks to the heart of what your potential client may be looking for.
Finally, remember that you will get ignored and you will get “Nos”. Don’t take it personally - your email may not have been what the client needed at the moment, they may already have or are working on what it is that you’re offering, or your message just didn’t land with the right person on the right day. Move on and find some more great potential clients to reach out to!
That's it for today's post! Happy cold emailing - I wish you the best of luck in your emailing endeavors this year. 😊
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