How do you write a cold email that gets replies?
Keep it short, open with something specific to the recipient, state one concrete outcome, and end with a low-friction question instead of a calendar link. Send it to the right person, from a healthy domain, and follow up. Most cold email fails on targeting and deliverability before the copy is ever read.
This guide covers the setup, the anatomy of a good cold email, two templates you can adapt, follow-ups, mistakes to avoid and the rules to check before you send.
Why most cold emails fail
Most cold emails sound identical: a generic opener, a vague value proposition and a request for a 30-minute call from a stranger. The recipient has seen it many times.
The fix is not a cleverer template. It is a different approach to targeting and personalisation. Start with who, not what.
Before you write: targeting and deliverability
The best copy cannot rescue a bad list or an email that lands in spam. Get these right first.
Our cold email service covers this setup, but you can do all of it yourself with the right tools.
The anatomy of a cold email
A good cold email has five parts, and each has one job.
As a rule of thumb, aim for roughly 50 to 125 words. If you cannot read it in under 20 seconds on a phone, cut it.
The subject line: one job
The subject line has one job: to get the email opened. It should be specific enough to feel relevant and short enough to read on mobile. Aim for a few words, in lower case, that look like they came from a colleague.
What tends to work:
What tends not to work:
Test two or three versions on small batches, and judge them by replies, not opens.
The opener: earn the next sentence
The first sentence decides whether the second one is read. Do not introduce yourself and do not explain what your company does. Start with something specific to them.
If you cannot find a real reason to write to this person, the problem is the list, not the opener.
The value proposition: one specific outcome
Name one specific outcome you deliver, in the recipient's terms. Not "we help companies improve their outbound", but "we help [type of company] book qualified calls from a cold list".
If you have a real result you can share, use it with the real number. If you do not, describe the outcome without inventing a statistic. Specificity signals credibility. Vague claims signal that the same email went to everyone.
Proof: give a reason to believe you
One line of proof is enough: a similar customer, a result or a relevant credential. Use only proof you can back up. A made-up number is the fastest way to lose a reply and a reputation.
The call to action: reduce friction to zero
Ask for something small. A high-friction ask from a stranger usually gets ignored.
High friction
"Can we jump on a 30-minute call this week?"
Low friction
"Would it make sense to share how we would approach this for [Company]? Happy to do it by email if that is easier."
The lower the friction, the more replies you get. Let the reply start the conversation, not your calendar link.
Cold email template 1: problem-led
Subject: [problem] at [Company] Hi [First name], Most [role] teams I speak to at [type of company] struggle with [specific problem], especially after [trigger or common situation]. We help [type of company] [specific outcome] by [one-line method]. Would it make sense to share how we would approach this for [Company]? Happy to send it over by email. [Name]
Cold email template 2: trigger-led
Subject: congrats on [event] Hi [First name], Saw that [Company] just [announcement, hire or launch]. Teams in that position often need to [related goal] quickly. We help [type of company] [specific outcome]. [One line of real proof.] Is [goal] a priority for you this quarter? If so, I can send a short outline. [Name]
Fill every bracket with something real. If you cannot, do not send that email.
The follow-up sequence
Most replies come from the follow-ups, not the first email. A simple three-touch sequence works well as a starting point.
Keep each follow-up short, add something new each time and stop when you get a clear no. We cover timing and examples in detail in our guide to cold email follow-ups.
Common cold email mistakes
Rules to check before you send
Cold email is legal in many places, but there are rules. This is general information, not legal advice, so check the rules for your sender and recipient locations.
How to measure cold email
Open rates are an unreliable guide, because email apps can load images automatically and inflate them. Track what matters:
What good looks like
In our founders' campaigns, reply rates typically range from 25% to 35% on LinkedIn and cold email. The figure varies by ideal customer, market and offer. The consistent factors are a tight ideal customer profile, a personalised opener, a single clear call to action and a short sequence.
If you would rather have this run for you, see our cold email agency service. For outreach on the other main channel, read our guide to LinkedIn lead generation, and for the full picture see our B2B lead generation strategies.
Frequently asked questions
How long should a cold email be?
Short enough to read in under 20 seconds on a phone, which is roughly 50 to 125 words for most B2B emails. Say one thing and ask one question.
What is a good subject line for a cold email?
A short, specific line that looks like it came from a colleague, such as a reference to the recipient's company or role. Avoid "Quick question", capital letters and clickbait, and test versions by replies, not opens.
How many follow-ups should I send?
A common starting point is three emails in total over about two weeks, with something new in each. Stop when you get a clear no.
What is a good reply rate for cold email?
It depends on the quality of the list, the offer and the market. In our founders' campaigns, reply rates typically range from 25% to 35%, which varies by ideal customer, market and offer. Judge your own campaigns by replies and meetings booked, not opens.
Is cold email legal?
In many places, yes, if you follow the rules on honest subject lines, sender identity, opt-outs and data protection. The rules differ by country, so check them for your situation.
Should I use a template?
Use a template for the structure, never for the content. Every email needs a real reason for writing to that person.