How to Cold Email Clients [Land Clients Instantly] (2023)

When I first started cold emailing, I could barely get a response out of anybody.

I had to have sent out about 100 emails, only to get one reply that said “Not interested.”

I began fine-tuning my strategy and now I get so much work from cold emailing that I get in over my head sometimes.

And seeing as 86% of business professionals prefer email, it’s the perfect medium for contacting your ideal clients.

Gone are the days where you need to pick up the phone and hammer local businesses. When done right, cold emailing is far more effective and scalable.

You’re going to learn how to write cold emails that get responses and double your clients ahead.

Enroll in WiseCopy after if you’d like to create a profitable writing business and get free mentorship.

You can also watch my YouTube video on this topic. 👇

Table of contents hide

What is cold emailing?

Does cold emailing work?

Cold email follow up templates

How many cold emails per day?

Best time to email prospects

Cold email subject lines

Include their name

Offer a useful observation

(Video) How To Cold Email Clients - Best Cold Email Templates

“Question about [company name]+[part of their business]”

Offer a quick win

[Referral’s name] asked me to contact you

Web design cold email template

Graphic design cold email template

SEO cold email template

Summing up cold emailing

What is cold emailing?

Cold emailing is reaching out to a prospect that you’ve yet to have established contact with. You don’t know each other, thus the relationship is cold. It’s a lot less invasive than a cold call, which has been steadily proven to not work as well as it used to.

How to Cold Email Clients [Land Clients Instantly] (1)

If you were to cold call 100 times, you might get one person interested in setting up a further meeting. And if every call takes 5 to 10 minutes, that’s many hours of work for such a small conversion rate.

However, I shouldn’t bash cold calling too much. You will eventually hop on the phone with a lead once you’ve emailed them which is also why you should read my blog post on cold calling tips once you do.

But, isn’t cold emailing spam? Not quite. Just follow these FTC rules and you’re in the clear:

  1. Don’t misrepresent yourself: Your email address, “from”, and other parts of an email need to accurately detail who you are and who you work for.
  2. Use honest subject lines: Avoid “re:” subject lines or those that imply you already had some contact with the prospect beforehand.
  3. Ads disguised as emails: Does your email offer a coupon or promotion? The subject line needs to disclose this.
  4. Business address: Your email needs to include the address of your business. The signature is the best place to put it in.
  5. Offer an opt-out: You are required to offer an option to opt-out of being emailed again. This can be done with a standard unsubscribe link, or by manually asking if they would like to be removed from the email list.
  6. Honour their privacy: If a prospect has opted out of your email list, do not send them any more emails in the future. If you do, you are breaking the CAN-SPAM act.
  7. Employees and team members: Do you have workers sending out emails on your behalf? Ensure that they are aware of these rules, so they do not break them by accident.

Does cold emailing work?

Can you get clients by cold emailing and grow your business doing so? Without a question. The problem is that everyone takes the wrong approach.

They try selling right away and it’s like we suddenly forget basic social skills once we get into the business. You wouldn’t ask a woman to be your girlfriend the first time you meet, so why are you trying to sell to a client before you’ve even gotten to know one another?

Look at the software company Ambition for example. They are used by companies like Lyft and Carbonite and used cold emailing to land 77 leads in one campaign. They began by emailing 578 prospects.

Their original numbers weren’t too shabby, but Ambition knew it needed work.

How to Cold Email Clients [Land Clients Instantly] (2)

The emails were being opened and they had a decent response rate, but only 6 converted into high-quality leads. Want to know the secret of how they turned 6 into over 70? By following up.

They sent follow up emails(6 or more times) and found touchpoints were established when 1 to 5 follow-ups were sent.

Another lesson they learned was the time they sent the email was heavily affecting their response rates. You’ll be learning the best times to cold email ahead to achieve similar results.

All in all, yes. Cold email marketing works with persistence, targeting the right people, and following up. You can research the countless other successful case studies that prove it again and again.

(Video) How To Cold Email To Get Clients | My $10M Cold Email Template

Cold email follow up templates

90% of salespeople don’t follow up. Let’s all take a moment of silence for the loss of their potential revenue. 🙁

If you haven’t been following up with leads, you’re missing out on clients BIG TIME. Stop losing out on easy money and use these simple follow up templates from HubSpot (try for free here).

How to Cold Email Clients [Land Clients Instantly] (3)

This is one of my favourites and the first follow up email that I always use. It shows that you respect their time, and you might not always have the right person, so getting forwarded to the ideal team member helps a lot.

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This follow up can be used after someone attends your webinar or similar event. It uses an extra piece of content to add more value to their interaction and proposes a phone call you can use as a discovery opportunity.

How to Cold Email Clients [Land Clients Instantly] (5)

Some times you will follow up and hear nothing several times. That’s when you’d use a template like this one. I have to admit, it’s quite humorous and I think the personality of it will have a solid response rate. After all, people want to talk topeople, not robots, sequences, or automated responses.

On that note, don’t miss out on my article dedicated to effective email follow-ups.

How many cold emails per day?

The amount of cold emails you should send per day depends on your own resources and goals. You could potentially send out hundreds if you have the right prospect list, time, or employees to do it for you.

But, I would also suggest switching your mindset from mass emailing to focusing on quality. I’ll show you in one of the next sections how to write a good cold email and there’s one thing you need to understand — it takes time.

A great cold email is researched and personable. I get tons of cold emails every day and do you know what happens to all of them? They get deleted. Not because I don’t need their services, but because the pitch sucks and it’s obvious 99% of the emails are copy and pasted spam.

With that being said, I wouldn’t worry too much about how many cold emails you should send every day. Get a good system down first, then scale it up to any number you like.

If you sent out 100 emails every day and had a 1% conversion rate, that’s one person that might convert into a paying customer. But if you sent out 50 emails and had a 10% conversion rate, that’s 5 times the results in half of the work.

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Best time to email prospects

Not every day or time is a good time to cold email a prospect. I read this incredible book called Predictable Revenue by Aaron Ross and what he said about email times has stuck with me ever since.

Monday through Friday are the best days of the week to send out a cold email. During these days, try to send out an email before 9:00 AM or after 5:00 PM. The logic behind this is that you end up being one of the first emails they see once they return to work. Genius!

You can email on the weekend, but it should only be Sunday. Once again, if you email before they come into the office on Monday, your Sunday message will be one of the first things they see.

Cold email subject lines

69% of people will report an email as spam based on the subject line. What impression do you think yours is giving?

The subject is equivalent to getting your foot in the door. It will get them to click the email and read the rest of it. If they don’t click to begin with, you’re not going to gain any new clients.

These are some of the best cold email subject lines to increase open rates and avoid getting trashed.

Include their name

I’ve found a subject line like “Quick question, John” or “To John” to be simple yet very effective.

Using someone’s name instantly gets their attention and piques their interest. It always shows that you put effort into finding out who they are, and hopefully you’re not another copy-pasted message.

Offer a useful observation

Let’s say that you offer SEO services. You could include an interesting observation about their website in the subject line, such as “You’re only ranking for 198 keywords,company name.”

It’s specific and once again shows that you’ve done your research. It also creates the opportunity to elaborate on that discovery and how your services can help improve it.

“Question about [company name]+[part of their business]”

This subject line brings awareness to a specific area of a prospect’s business that you’re targeting. For example, are you pitching lead generation services? Then you could use the subject line “Question about Apple’s pipeline.”

Offer a quick win

You can get your foot in the door and begin a conversation by helping prospects out with a quick tip. Perhaps you noticed that they misspelled a word on their homepage or forgot to optimize their blog post URL. Bringing this up to their attention helps them out and creates an excellent first impression.

[Referral’s name] asked me to contact you

One of the best ways to succeed in cold emailing is to getreferred to the right person. It instantly creates social proof when a CEO or just a colleague gives you another prospect’s contact information.

How to write a cold email for sales

Now time for the fun stuff. Let’s learn how to write a cold email for sales, acquiring clients, and for business in general.

The first step is to acquire a prospect’s email. I like using a free tool called You just enter a URL and it will find every email associated with that domain. Try it here for free.

It also will display their name and position to make finding the decision-makers of a business extremely easy.

(Video) How To Get Clients With Cold Email

How to Cold Email Clients [Land Clients Instantly] (7)

Never, ever, ever, ever email sales or support addresses like “” or “”.

The individuals using those emails answer general questions and help with sales, obviously. You need to hunt down(no pun intended) the people in charge of what you’re trying to pitch.

Offering content marketing? Find the vice president of marketing.

Pitching SEO? Narrow down who handles digital presence.

Make sure to read my article on the best email marketing tools to make sure you equipped properly for these strategies, as well.

Then it’s time to do some research on your target.

Let’s say that I wanted to pitch services to this random agency. I could take a look at their portfolio and congratulate them on a recent accomplishment.

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Your emails should always follow these rules:

  • Use the first name of the person you’re contacting
  • Mention a recent accomplishment or observation about their business
  • Make it short and sweet
  • Don’t try selling right away(this comes later)
  • Use it as a way to schedule a discovery call

With these ideas in mind, a cold email might look something like this:

Hey Paul,

Congratulations on working with Lyft, that’s really impressive for a local company.

I just read your blog post “5 Ways to Improve SEO” and noticed that your company only posts an article once per month. Is there anything with content marketing that you currently need help with?

Best regards,


You’re not trying to pitch your services instantly, but rather probe about a problem that aligns with what you offer. Many times the prospect will respond by letting you know their position. If it seems like there’s an opportunity to further the relationships, ask to schedule a phone call. That’s when you listen to their business issues and mesh in how your services solve them.

When you use, you’re also able to set up automated follow-ups to maximize conversion rate and success.

Web design cold email template

Web design can be one of the most difficult services to pitch through an email. I’ve done it many times and the last thing you want to do is send a generic message saying you offer websites for a certain price. Those get deleted faster than Sonic the Hedgehog runs.

Going off of the strategies I’ve mentioned earlier in the article, here’s a simple web design email pitch that has landed me a lot of web design clients.

HeyProspect Name,

Sorry to bother you, but I have a quick question. Would you be kind enough to tell me who is in charge of the website forProspect’s Business Nameand how I can contact them?

Best regards,

Your Name

This will get you directed to the individual that does the web design themselves, or more likely the CEO or other higher-up executives in my experience. That is when you would send them a web design cold email like the following.

HeyProspect’s Name,

First Prospect’s Nametold me to contact you in regards of a question I had about your website. I noticed it wasn’t mobile responsive and had low scores on Google’s PageSpeed Insights that could be limiting your lead generation.

Is this something you’ve considered fixing?

Best regards,

Your Name

Remember, you’re in it for the long haul. If you try selling your services right away before finding a match between you and the prospect, you’re wasting everyone’s time. If this gets you a positive response, then you can get on a phone call and mention your services.

(Video) How To Get Big Companies as Clients with Cold Email

Trust me, this has infinitely better conversion rates. Hard work pays off, so don’t get impatient and get out of your comfort zone if you want to land the high paying clients.

If you want to learn other strategies for acquiring digital marketing clients, read my guide to generating agency leads afterward, too.

Graphic design cold email template

Pitching graphic design is similar to web design in the sense that you want to find if there’s a fit between you and the business before pitching your services. Here’s a graphic design cold email script to test out.

HeyProspect Name,

Sorry to bother you, but I have a quick question. Would you be kind enough to tell me who is in charge of branding forProspect’s Business Nameand how I can contact them?

Best regards,

Your Name

This will get you forwarded to the VP of marketing or someone in a similar position. That’s when you’d follow up with an email like this.

HeyProspect’s Name,

First Prospect’s Nametold me to contact you in regards of a question I had about your branding. I noticed that you don’t have a logo and it’s a great way to establish brand awareness and loyalty.

Is this something you’ve considered doing?

Best regards,

Your Name

More often than not, they will respond by saying it’s something they’ve been planning and ask if it’s something you offer. Hook, line, and sinker!

Get them on the phone and close the deal, baby 🙂

SEO cold email template

What the heck does an SEO agency even do, anyway? That’s the question that goes through a lot of business owner’s minds when they get a pitch from SEO companies. Let me tell you something I learned from reading the book The McKinsey Way.

You need to turn the intangible into something tangible.

Saying you offer SEO services doesn’t really tell a prospect anything. Instead, you should tell them how SEO:

  • Increases organic traffic to their website
  • Helps generate more revenue and leads
  • Improves their brand awareness
  • Gets them in front of a bigger audience than their competition

Doesn’t that sound better than saying “We offer link building and on-page optimization”? Of course, it does. Now, you should state the exact services, but always keep in mind what a prospect cares about — results.

I’d recommend offering insight into the prospect’s SEO by using tools like SEMrush.

How to Cold Email Clients [Land Clients Instantly] (9)

Based on the above data, you could use the following SEO cold email script.

HeyProspect Name,

Sorry to bother you, but I have a quick question. Your website is ranking for a total of 3 keywords and has approximately 98 backlinks. There’s room for improvement for your SEO to generate more traffic and leads.

Would you be kind enough to tell me who is in charge of your SEO and how I could contact them?

Best regards,

Your Name

You could also input their traffic levels or other information that you believe is important regarding search engine performance.

Summing up cold emailing

Cold emailing is a very effective strategy for acquiring clients, but you need to be patient.

The first step is finding the correct people to establish a conversation with. These should be the decision-makers about whatever you offer as a service company. is a great tool to use for this, but there are many others available.

Never sell in the first email, or even the second for that matter, either. Make a genuine observation about their business and get on the phone to discuss how to improve it and to listen to any issues they’ve been facing. Like my good friend Evan from WiseMedia said, you need to be a business therapist in a way.

(Video) How To Cold Email Clients (BEST Cold Email Template)

If there seems to be a fit between what their experiencing and your services, close the deal. Send in a proposal that outlines pricing, deadlines, and all that good stuff.

Once you get a good system down, you can begin scaling with a team and software like Hubspot. Check out this video on how I like to cold email myself to learn a bit more about this approach.


How do I get more responses to cold emails? ›

Tips for writing cold emails that get responses
  1. Why it feels like cold email doesn't work. ...
  2. Have a great email signature. ...
  3. Reach the right audience. ...
  4. Write a great subject line. ...
  5. Optimize the opening line. ...
  6. Add social proof. ...
  7. Keep the email short. ...
  8. Close strong.
14 Oct 2021

How do you write a cold email that actually works in 6 steps? ›

A Guide to Cold Emailing
  1. Tailor the message to the recipient. You need to do your research. ...
  2. Validate yourself. ...
  3. Alleviate your audience's pain or give them something they want. ...
  4. Keep it short, easy, and actionable. ...
  5. Be appreciative — and a little vulnerable. ...
  6. Finally, don't use a template.
20 Sept 2016

What is a good response rate for a cold email? ›

What Is a Good Cold Email Response Rate? Since the average response rate for cold emails is around 1%, good cold email response rates can vary greatly from around 5% for some sales emails to 20% or even over 40%. The higher, the better, of course!

How do you increase email response rate? ›

5 tips and examples for improving email response rates
  1. Use personalization to draw your subscribers in. ...
  2. Hype your newest or most-loved products. ...
  3. Segment your email campaigns for the best results. ...
  4. Create subject lines that spark interest. ...
  5. Optimize your campaigns for mobile devices.
16 Jan 2020

How do I get more responses to my email? ›

Here's a summary of our best practices for making your emails more likely to get a response.
  1. Use shorter sentences with simpler words. ...
  2. Include 1-3 questions in your email.
  3. Make sure you include a subject line! ...
  4. Use a slightly positive or slightly negative tone. ...
  5. Take a stand! ...
  6. Write enough, but not too much.
12 Feb 2016

How do you approach a potential client by email? ›

Here are steps you can take to compose an email to new customers:
  1. Write a subject line. ...
  2. Include a salutation. ...
  3. Write an introduction. ...
  4. Evaluate the prospect's position in the buyer's journey. ...
  5. Ensure the email includes your value proposition. ...
  6. Close the email with a salutation.

How many cold emails should you send per day? ›

How many emails can I safely send per day? If you want to ensure your emails reach their destination inboxes and stay out of spam folders, you should limit the total number of emails per day that you send to up to 200 per day for most email platforms.

How many words is good for a cold email? ›

How long should a cold email be? It should be short, 2-5 sentences of no more than 200 words in total. Data suggests that 50-125 words is the optimal number. That's all you need to spark someone's interest and start a conversation.

How long do people take to respond to cold emails? ›

Our research shows that 87% of all emails are replied to within the first day, followed by only 5.5% of replies on the second day. 99.5% of all replies are received within seven days after the email was sent.

How many cold calls can you make in an hour? ›

In summary, when we include pre-call research, the actual call, and post-call CRM updates, you should allow an average of seven-and-a-half minutes for each cold call. 60 minutes divided by 7.5 minutes per call equals 8 cold calls per hour.

How many emails does it take to get a response? ›

"On average, it takes three to four emails to hear back from a lead, whether they are interested or not, and it takes about six emails and three phone calls to close an interested prospect.”

What's an example of a good cold email subject line? ›

“Let's talk about [topic/idea]!”

If you've done your research, you should know what topics interest your email recipient. This subject line should spark some curiosity when it appears at the top of the prospect's inbox. Everyone enjoys discussing their favorite subjects, which makes this subject line so enticing.

How do I get my prospects attention and keep it? ›

How to Get a Prospect's Attention
  1. Use a GIF.
  2. Reference their LinkedIn.
  3. Engage with them on social.
  4. Write a clever subject line.
  5. Call out someone who works at their company.
  6. Be humorous.
  7. Provide choices.
  8. Revamp your email signature.
19 Jul 2018

What does a good cold email look like? ›

The email should come from a specific salesperson, rather than a company. Cold emails are all about making personal connections with prospects, and the first opportunity a salesperson has at forming that connection is in the “from” line. The email needs a subject line that catches the eye.

What is the average email response time? ›

Business email response time

According to, 52% of people expect a reply to a work-related email within 12 to 24 hours, and only 3% accept having to wait for a week to get a response.

What is a good marketing response rate? ›

On average, some people may say a good response rate to aim for is 10%. This number could be higher or lower by 5-10%, depending on how experienced you are and how much work you've put into your campaign.

What is a good response rate for sales? ›

Response rate: Minimum 30%

You don't just want prospects to open your sales emails. You want them to read and respond to them. Again, if less than 30% of people who opened your email are responding, this is an area that needs improvement. Ideally, your response rate should be closer to 50%.

How do you respond to multiple messages that you are asked to give urgent answer? ›

How to respond to email messages that contain multiple questions
  1. Reply inline and separate your answers from each question with a blank line. ...
  2. Do not assume that the recipient will see any formatting. ...
  3. Simple but effective.
15 Feb 2010

How do you politely ask someone to reply? ›

Here are some important things to do when asking for a reply.
  1. Do not be in a haste to do a follow-up. Wait for a few days, you may wait for about two days. ...
  2. Be sure to come up with the right intention.
  3. If it is urgent, say so and explain briefly why it is urgent.
31 Jul 2019

How do I get a busy person to respond to my email sample? ›

Here are ten tips to help you get busy people to respond to your email and start a conversation:
  1. Write a catchy title. ...
  2. Mention something you have in common. ...
  3. Reference positive, recent news connected with the person. ...
  4. Be concise, and write short paragraphs. ...
  5. Use bullet points. ...
  6. Don't leave room for basic questions.
8 Mar 2017

How do you become a cold Texter? ›

How to Cold Text Your Sales Prospects
  1. Follow the KISS Model: “Keep it simple, stupid.”
  2. Keep Texts Clean and Concise: The whole benefit of texting is that it's a quicker, more efficient way to reach prospects.

How do you send attention to an email? ›

Adding ATTN to an Email. Begin the subject line with ATTN. In some cases, such as a job application, you may only have a generic email for a company, but want to gain the attention of a particular person or department. The best way to do this is to write in the subject line as "ATTN: John Smith."

Should I reply to cold emails? ›

Since you're the one who reached out to them, you should take responsibility for it and respond. Sometimes it's best to settle for an apology and get over with it. It's normal to get responses like these from time to time, but if you keep getting a lot of them, you're definitely doing something wrong.

What is cold email example? ›

Cold email is any email sent to a potential client that doesn't have an existing connection to you. Here's a simple way to think about it: If you send someone you've never met an email you found through a publicly available email address, it's cold email. Or …

Is text blasting illegal? ›

Under the CAN-SPAM Act, the FCC regulates commercial text messages sent to mobile devices, making sending unwanted text messages to cell phone numbers illegal. These unwanted messages are also known as robotexts. Messages must also be easily identifiable by the reader as an advertisement.

What is dry text? ›

What Is Dry Texting? Dry texting is what happens when someone gives you short, non-engaging replies in a texting conversation. It can also be super repetitive and just plain boring, says Claudia Cox, a relationship coach and founder of Text Weapon.

What do you text to get a response? ›

To make someone text you back, ask a question you want an answer to rather than being vague, since that will prompt the other person to reply. If you don't have a specific question in mind, ask the person about something their passionate about, like their favorite type of music or school subject.

What do you say to catch someone's attention? ›

Expressions used for telling someone to pay attention - thesaurus
  1. right. interjection. used for making someone pay attention before you say something.
  2. now then. phrase. ...
  3. hello. interjection. ...
  4. all right. interjection. ...
  5. see? phrase. ...
  6. here. adverb. ...
  7. listen up. phrasal verb. ...
  8. hey. interjection.

How do you get clients attention via email? ›

Command attention. Feel personal to your target market. Put important words at the beginning so they don't get truncated. Relate to the content in the body of the email.
Boost email open rates with action-packed words
  1. Grab attention.
  2. Convey your message.
  3. Get clicks.
  4. Set the stakes.
  5. Pique interest.
6 Jul 2022

How do I get my email noticed? ›

How to Get Your Emails Noticed and Opened: 4 Effective Steps
  1. Personalize it by Adding the Name of the Recipient. ...
  2. Keep it Short and Concise. ...
  3. Create a Sense of Urgency. ...
  4. Tell them what's Inside. ...
  5. Describe Benefits for Recipients. ...
  6. Step #2: Improve Preview Text. ...
  7. Step #3: Get Your Timing Right.
19 Feb 2019

How long do people take to respond to cold emails? ›

Our research shows that 87% of all emails are replied to within the first day, followed by only 5.5% of replies on the second day. 99.5% of all replies are received within seven days after the email was sent.

How do you respond to potential clients? ›

Here are six tricks for responding to prospects:
  1. Have standard information ready. ...
  2. Ask questions. ...
  3. Don't get starstruck. ...
  4. Create a ticking clock. ...
  5. Show your ankle, not the whole leg. ...
  6. Don't count your chickens before they hatch.
22 Jun 2014

How many cold emails should you send per day? ›

How many emails can I safely send per day? If you want to ensure your emails reach their destination inboxes and stay out of spam folders, you should limit the total number of emails per day that you send to up to 200 per day for most email platforms.

How do you write a cold email script? ›

The dos and don'ts of cold emailing

Be succinct and direct: Introduce yourself clearly upfront. To evaluate whether it's the right length, read your email out loud. If it's longer than a minute, it's too long. Try writing like you'd talk if you saw them in person – introduce yourself, be nice, connect.

How do I make a cold email list? ›

Here's how you can nail cold email outreach:
  1. Step 1: Choose a Good Domain and Work on Warming It Up. ...
  2. Step 2: Know Your Target Customer. ...
  3. Step 3: Start (Smart) Prospecting. ...
  4. Step 4: Ensure Your Email List Is Up-to-Date. ...
  5. Step 5: Personalize the Heck Out of Your Email. ...
  6. Step 6: Work on Your Email Copy and Always Follow-up.


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