Close More Deals: How to Write Winning Sales Emails

Created On:
December 16, 2022
Updated On:
May 8, 2024

Someone receives a hypothetical cold email from you. He/she is the one who receives tons of emails every day. What would prompt them to open your mail? They don’t know who you are, what you do, or why your giving should interest them. How certain are they that you are a natural person, not a con artist? 

A cold email must be brief yet compelling and forceful to elicit positive responses. 

Each component of this short message must thus provide value and serve an essential communication function. Cold emails alone have helped people establish start-ups and build successful careers.

But what exactly is cold email? And how to write a cold email that can increase sales by many folds? If you want to know more about it, let's look for an answer to these questions.

What is a Cold Email?

A cold mail is an unexpected email sent as part of an email marketing campaign to a receiver who has never heard of you or your business before. Although making it appear like spam mail is quite simple, this does not imply that it is spam; it is only a method of saying hello.

In contrast to cold calling, emailing often doesn't require much time from possible clients or visitors. Additionally, since you will send these cold emails to potential clients, you may tailor the email's content to each individual, strengthening your connection.

What Exactly are Cold Email Templates?

Completely cold contact is the target of a customized complex email template. They aren't your former coworkers, they are not the ones who are friends with you on social media, and you didn't meet them at a conference or function. Cold mail outreach is a technique sales teams use to reach out to new potential customers and persuade them to be your future customers by making them realize that your product or service can positively impact their business growth.

Important Points to Remember While Writing Cold Emails.

One of the finest methods for getting in touch with and interacting with your audience is still email. Just as the days of emailing hastily are passed, adopting some methods listed below can make your cold email very well accustomed to the customer's perspective and help convert them easily.

  1. It's Essential to Identify the Correct Target Clients.

The most important thing for a cold mail is correctly identifying the possible prospect to be your next customer. Only choose the people or businesses that would profit from your offering. Think about things like geography, demography, and hobbies. Consider the target audience's brands, fashion sense, and communication style. It is best to search elsewhere if they don't strike a chord with you.

Once you've reduced your audience, locate the best individual to contact within the business. Ideally, this individual will choose whether or not to utilize your good or service. Make an initial, honest relationship with someone inside the company who can introduce you to the critical decision-maker if you can't get along with her.

  1. Focus on Choosing the Subject Line Wisely

According to research, people experience a response rate ranging between 1 to 5 % for their Marketing Emails. The primary cause is their focus on the main content rather than subject line selection. But it's crucial to realize that subject lines are more significant because they're the ones that need to be attention-grabbing, so you don't overlook them.

“Your subject lines must express exactly what your email is about and be clear and concise." Additionally, your subject line should be brief to appear well on mobile devices. Further, you should never send emails without a topic because these are frequently not opened. Your subject line should convey your answer while addressing the demands of your prospect. 

  1. Personalization is the Key.

It has been observed that there is a difference of 10% in the response rate of personalized mail and one that is not.

Start with the basics, such as the person's and business's names. Then proceed to develop. This shows that you have done some study before contacting her rather than sending out a bulk email. Knowing about the prospect and their every action can help write excellent personalized mail that can make converting them easier.

Know about the prospective client's most significant pain and show that it is a joint pain between companies. This can impact the Buyer persona and lead to a positive response from the prospective company.

  1. Without Follow Ups, Everything is a Waste

The most excellent method to achieve your goal of at least a 30% open rate is to master the follow-up email, which is one of the finest ways to do so. Follow-ups are your chance to receive up to 22% more responses, so take them seriously.

People frequently read emails but forget to reply, and emails are infamous for becoming buried in junk. So if you haven't heard anything back after approximately a week, it won't harm to inquire again. The majority of people don't mind a polite reminder. 

What are the Benefits of Sending Cold Mails to the Prospects?

Sending Cold Mails to possible future clients is crucial to increase sales and taking them on board. Some of these benefits are listed below:

  • A brand's reputation should be established before deciding to buy any goods or services, according to about 71% of consumers. Consumers rarely purchase unknown brands. Sending cold emails to prospective consumers will keep them informed.
  • Continue sending your current clients emails at regular intervals. Inform them of any corporate news, updates, product launches, etc.

By doing this, your consumers will become your audience and generate revenue when you introduce new goods, services, webinars, etc.

To read more about Business mails and their format, you can visit this article.

How to Write Cold Mails for Increasing the Sales?

Below is the step-by-step procedure to write excellent cold mail that can attract prospects to open your emails and reply to them if they are interested in your product or service.

  1. Everything Starts with the "From" Line

Do not forget that your recipients are still new to you. A cold email's "from" line is just as vital as the text since it has a crucial function. It reveals to the receivers of the message which sent the email. It contributes to how others perceive you. They then have to choose whether to read the news or toss it in the garbage and forget about it.

The "from" line is one of the first things people glance at when they open our email. With the "from" line, we can either win their trust or scare them away. A wrong initial impression can lead to them to delete your mail without reading it.

  1. The Subject Line can be Game-Changer.

A poorly crafted subject line might sway the recipient's opinion of us and our communication. They may choose not to read the email or manually shift their mail to the spam folder.

Some important points to remember while choosing the subject line:

  • Consider your cold prospect's perspective and the benefits your subject line delivers to the opportunity.
  • Don't tell them yet; instead, fascinate them. Pique their curiosity. Make them think about a potential issue to get their attention. Alternately, attempt a little flattery to get their attention.
  • Personalization is the key here, also. It is essential to understand that the subject line is not the place for advertising. Instead, it would be best if you used it to show the recipient that you gave great thought to your communication with them.
  1. The More Visible the Benefits, the More the Conversion Rate

It's essential to know what to write in the primary email body. The more visual benefits to the cold prospect, the more chances they take your emails seriously.

So that a prospective customer may clearly understand what it is that we sell, it should be spiced up with the advantages.

We must use tact when delivering our pitch. It's not something we write to make one more sale. We write it to establish a unique working relationship with a prospective customer. And that needs a customized strategy. You can attach relevant resources in the mail and urge them to try a personalized demo created by you.


The focal point of your pitch should always be your prospects. As much value as you can give them, Find out what issues they could have that you can solve. Tell them a narrative to demonstrate how you can solve their difficulties. Show them that you are here to learn and to assist.

Only emphasize the advantages your prospect could experience. Always be specific since public benefits will obscure your point.

  1. End Your Mail with an Impact to get Remembered

At the end of the mail, it's essential to portray your call to action so that you don't become one of those emails being read and left unanswered. In your cold outreach, you must include a call to action shortly called a CTA that will encourage your potential buyer to do the action you eventually want them to.

The CTA should briefly state the goal of your cold outreach. Put another way; it should; make it clear to the recipient what you want them to do. One phrase at most should be used for the CTA. You ought to be as concise as you can. It shouldn't also be hazy. 

Along with the conclusion, you must consider the signature an integral element of your communication. It should introduce you to the reader and provide information like your name, business owner, and job title so they can learn more about you or your business.

Using a well-written signature, you may condense the mail content and make it more readable and recipient-focused.

You can have a look at this article to learn how to write excellent cold mail and look at some famous, commonly used B2B email templates.

Common Mistakes to Avoid in Your Cold Emails

When crafting cold emails, several common pitfalls can significantly reduce their effectiveness. First, avoid sending generic, one-size-fits-all messages. Personalization is key to capturing the recipient's interest. Secondly, a long and cluttered email often leads to disengagement; keep your message concise and to the point. Another mistake is failing to research your recipient, which can result in irrelevant content. Also, neglecting to include a clear call-to-action (CTA) can leave your prospects unsure of the next steps. Finally, overlooking the importance of subject lines can drastically decrease your open rates. Crafting engaging and specific subject lines is crucial for making a strong first impression.

Writing Cold Email for Sales - Best Practices

Writing an effective cold email for sales involves several best practices. Start with a strong subject line that captures attention and encourages the recipient to open the email. Personalize the greeting by using the recipient's name and demonstrate that you've done your homework by mentioning a detail specific to them or their business. Clearly articulate the value proposition by explaining how your product or service can solve a problem they're facing. Keep the email brief and direct, focusing on clarity and relevance. Include a compelling CTA that guides them towards the next step, whether it's scheduling a call, signing up for a demo, or visiting your website. Lastly, ensure your email ends with a professional signature that includes your contact information.

Quick Tips to Follow to Start Your First Cold Emailing Campaign

To kick off your first cold emailing campaign, start by defining your target audience and ensuring you have a clean, segmented list that aligns with your campaign's goals. Craft a compelling subject line and personalize your emails to resonate with your recipients. Make sure your message clearly articulates the value you're offering. Test different versions of your email to find what works best in terms of open rates and engagement. And remember, follow-up is key; plan a sequence of emails to keep your prospects engaged without being intrusive. Monitoring and analyzing the performance of your campaign will provide insights for future optimizations.

Cold Email Templates to Use for Various Use Cases

Having a set of cold email templates can streamline your outreach efforts. For a B2B introduction, focus on how your product or service can address a common industry challenge. For networking, emphasize mutual interests or connections and express your desire for a professional relationship. When reaching out for feedback, be specific about what you're asking for and why their opinion is valuable to you. Tailor these templates to fit the specific context and recipient, ensuring each email feels personal and relevant. Adjusting the tone, language, and content based on the use case and recipient's background is essential for increasing the chances of a positive response.

Use of AI in Your Cold Emailing Exercise

Leveraging AI in cold emailing can significantly enhance the efficiency and effectiveness of your campaigns. AI tools can help personalize emails at scale by analyzing data points such as industry, job role, and previous interactions to create highly targeted messages. They can also optimize send times based on when recipients are most likely to engage, improving open rates. Furthermore, AI-driven analytics can provide deeper insights into campaign performance, helping you refine your strategy over time. By automating repetitive tasks and offering sophisticated personalization and optimization capabilities, AI enables you to focus on crafting compelling messages that resonate with your audience.

How to Execute Your First Cold Email Campaign?

Executing your first cold email campaign involves several key steps. Begin by clearly defining your objectives and understanding your target audience. Next, build a targeted list of recipients who match your ideal customer profile. Craft personalized emails that highlight the value you offer, making sure each message includes a clear and actionable CTA. Test different elements of your emails, such as subject lines and email content, to determine what resonates best with your audience. Schedule your emails to be sent at optimal times and monitor the performance closely. Analyze the results to identify areas for improvement, and don't forget the importance of following up with your prospects. Iteration and refinement based on feedback and performance metrics are crucial for the success of your cold email outreach.


There is still much room for growth in terms of cold emails as a whole, but there are undoubtedly a few that stick out. There is no longer any justification for sales representatives to continue sending out conventional, unsuccessful cold emails, given the wealth of modern technology accessible today. 

A cold prospect will be far more likely to stop and pay attention to your mail if you add visible benefits for the client. After all, no one will give you their precious time if you don't add value to them.

Frequently Asked Questions

What Makes a Cold Email Effective in Sales?

An effective cold email in sales is one that immediately resonates with the recipient, making it clear why the message is relevant to them specifically. To achieve this, the email should be tailored to the recipient, focusing on their needs and how your product or service can address those needs rather than simply promoting what you offer. An effective cold email also establishes credibility by mentioning mutual connections, relevant achievements, or shared interests. Additionally, it's concise, gets straight to the point, and includes a clear call-to-action (CTA) that guides the recipient on what to do next. The goal is to initiate a conversation, not close a sale, so the tone should be inviting and professional.

How Can I Craft a Compelling Subject Line for a Cold Email?

Crafting a compelling subject line for a cold email involves making it personal and intriguing without being misleading. The subject line should give the recipient a reason to open the email, hinting at the value or insight they will gain by reading further. Use specific details that are relevant to the recipient, such as mentioning a mutual contact, referencing a recent event in their industry, or posing a question that addresses a common challenge in their field. Keeping the subject line concise and to the point increases its effectiveness. Testing different subject lines can also help identify what resonates best with your audience.

What Are the Best Practices for Personalizing Cold Emails?

Personalizing cold emails goes beyond just using the recipient’s name. It involves researching the recipient and their company to tailor the message in a way that speaks directly to their needs, challenges, and interests. Mentioning specific details, such as recent company news, industry trends, or mutual connections, can make the email feel more relevant and increase the chances of engagement. Also, aligning your solution with their goals or pain points demonstrates an understanding of their situation and how you can help. Personalization should be genuine and aim to build a connection, which means avoiding generic compliments or unfounded assumptions.

How Often Should I Follow Up on a Cold Email Campaign?

The frequency of follow-up emails after the initial cold email should be balanced to maintain persistence without becoming intrusive. A recommended cadence might include sending a follow-up email one week after the initial email if there has been no response. If there's still no reply, consider sending another email every other week for about 4 weeks. After this phase, a monthly follow-up may be appropriate for up to 3 months. Each follow-up should offer additional value or new information rather than merely repeating the request for a response. This approach keeps the conversation fresh and increases the chances of eliciting a response without overwhelming the recipient.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

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Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Author’s Details

Tanmay Shukla

Tanmay is a SEO Content Writer at Smartlead. His zeal and enthusiasm in writing led him to the path of being a Content Writer. He has been advancing in this field by possessing more knowledge and skills. His constant endeavor has made him a whiz in SEO, Creative Writing, and driving sales through writing.


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Frequently asked questions

General Questions

What is Smartlead's cold email outreach software?

Email automation FAQs- Smartlead

Smartlead's cold email outreach tool helps businesses scale their outreach efforts seamlessly. With unlimited mailboxes, fully automated email warmup functionality, a multi-channel infrastructure, and a user-friendly unibox, it empowers users to manage their entire revenue cycle in one place. Whether you're looking to streamline cold email campaigns with automated email warmups, personalization fields, automated mailbox rotation, easy integrations, and spintax, improve productivity, or enhance scalability with subsequences based on lead’s intentions, automated replies, and full white-label experience, our cold email tool implifies it in a single solution.

How does the "unlimited mailboxes" feature benefit me?

Email automation FAQs- Smartlead

Our "unlimited mailboxes" feature allows you to expand your email communications without restrictions imposed by a mailbox limit. This means you won't be constrained by artificial caps on the number of mailboxes you can connect and use. This feature makes Smartlead the best cold email software and empowers you to reach a wider audience, engage with more potential customers, and manage diverse email campaigns effectively.

What do you mean by "unibox to handle your entire revenue cycle"?

Email automation FAQs- Smartlead

The "unibox" is one of the unique features of Smartlead cold email outreach tool, and it's a game-changer when it comes to managing your revenue cycle. The master inbox or the unibox consolidates all your outreach channels, responses, sales follow-ups, and conversions into one centralized, user-friendly mailbox.

With the "unibox," you gain the ability to:
1. Focus on closing deals: You can now say goodbye to the hassle of logging into multiple mailboxes to search for replies. The "unibox" streamlines your sales communication, allowing you to focus on what matters most—closing deals.

2. Centralized lead management: All your leads are managed from one central location, simplifying lead tracking and response management. This ensures you take advantage of every opportunity and efficiently engage with your prospects.

3. Maintain context: The "unibox" provides a 360-degree view of all your customer messages, allowing you to maintain context and deliver more personalized and effective responses.

How does Smartlead ensure my emails don't land in the spam folder?

Email automation FAQs- Smartlead

Smartlead, the best cold email marketing tool, ensures your emails reach the intended recipients' primary inbox rather than the spam folder. 

Here's how it works:
1. Our "unlimited warmups" feature is designed to build and maintain a healthy sending reputation for your cold email outreach. Instead of sending a large volume of emails all at once, which can trigger spam filters, we gradually ramp up your sending volume. This gradual approach, combined with positive email interactions, helps boost your email deliverability rates.

2. We deploy high-deliverability IP servers specific to each campaign. 

3. The ‘Warmup’ feature replicates humanized email sending patterns, spintax, and smart replies.
4. By establishing a positive sender reputation and gradually increasing the number of sent emails, Smartlead minimizes the risk of your emails being flagged as spam. This way, you can be confident that your messages will consistently land in the primary inbox, increasing the likelihood of engagement and successful communication with your recipients.

Can I integrate Smartlead with other tools I'm using?

Email automation FAQs- Smartlead

Certainly, Smartlead is designed for seamless integration with a wide range of tools and platforms. Smartlead offers integration with HubSpot, Salesforce, Pipedrive, Clay, Listkit, and more. You can leverage webhooks and APIs to integrate the tools you use. Try Now!

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What type of businesses sees the most success with Smartlead?

No, there are no limitations on the number of channels you can utilize with Smartlead. Our multi-channel infrastructure is designed to be limitless, allowing you to reach potential customers through multiple avenues without constraints.

This flexibility empowers you to diversify your cold email outreach efforts, connect with your audience through various communication channels, and increase your chances of conversion. Whether email, social media, SMS, or other communication methods, Smartlead's multi-channel capabilities ensure you can choose the channels that best align with your outreach strategy and business goals. This way, you can engage with your prospects effectively and maximize the impact of your email outreach.

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Do you provide me with lead sources?

Smartlead distinguishes itself from other cold email outreach software by focusing on limitless scalability and seamless integration. While many similar tools restrict your outreach capabilities, Smartlead offers a different approach.

Here's what makes us uniquely the best cold email software:

1. Unlimited Mailboxes: In contrast to platforms that limit mailbox usage, Smartlead provides unlimited mailboxes. This means you can expand your outreach without any arbitrary constraints.

2. Unique IP Servers: Smartlead offers unique IP servers for every campaign it sends out. 

3. Sender Reputation Protection: Smartlead protects your sender reputation by auto-moving emails from spam folders to the primary inbox. This tool uses unique identifiers to cloak all warmup emails from being recognized by automation parsers. 

4. Automated Warmup: Smartlead’s warmup functionality enhances your sender reputation and improves email deliverability by maintaining humanized email sending patterns and ramping up the sending volume. 

5. Multi-Channel Emphasis: Smartlead places a strong emphasis on multi-channel outreach. You can reach your prospects where they are with the LinkedIn outreach feature.   With Smartlead’s cold email automation software, you're always one step ahead in your outreach efforts, enjoying the freedom to scale your initiatives and seamlessly integrate with other tools—all while maintaining a focus on maximizing the impact of your outreach.

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How secure is my data with Smartlead?

Ensuring the security of your data is Smartlead's utmost priority. We implement robust encryption methods and stringent security measures to guarantee the continuous protection of your information. Your data's safety is paramount to us, and we are always dedicated to upholding the highest standards of security.

How can I get started with Smartlead?

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Getting started with Smartlead is straightforward! Just head over to our sign-up page and follow our easy step-by-step guide. If you ever have any questions or need assistance, our round-the-clock support team is ready to help, standing by to provide you with any assistance you may require. Sign Up Now!

How can I reach the Smartlead team?

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We're here to assist you! You can easily get in touch with our dedicated support team on chat. We strive to provide a response within 24 hours to address any inquiries or concerns you may have.

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