Comprehensive Email Prospecting: Find Your Ideal Customers

Created On
December 4, 2022

Tired of not hearing back from your prospects? 

It’s time to assess the content you send for email prospecting. Raise your hand if the below sentences sound like you. 

  • Hi, my name is David Rose
  • Can I have your 5 minutes?
  • You missed my last email
  • Did you read the last email I sent you?
  • I hope you’re doing well
  • Up for a quick call?
  • I am Don Draper from Sterling Cooper
  • We provide services that make cold emailing easy. 
  • I am the sales rep for Smartlead

All the above sentences are randomly compiled, yet they all have one thing in common. Can you guess?

THEY DIDN’T PROVIDE ANY VALUE. On top of that, we have sentences like “Can I have your 5 minutes?” or “Up for a quick call?” asking for favors from the recipient. Hundreds of emails in their inbox ask the same, and why would the consumer pick you?

This is why it’s important to learn how to write a prospecting email. Read ahead to get informed!  

Email Prospecting | What is it

Email prospecting is a cold-calling-like process that involves a salesperson reaching out to a stranger who may or may not be a potential customer. The goal is to find out if they are interested or not. 

Many email marketers refer to this process as cold email prospecting, as in most cases, they email someone they don’t know about. 

Here’s an example to check out. 

Sample Email

SUBJECT LINE: You need to see this

Hey Pam,

Quick question: Who is in charge of the sales team at the Scranton branch? Before the upcoming holiday sales, they need to check out this cold emailing software–Smartlead. It can make your company 50X ROI within a month. 

I understand you’re busy, so I am not getting into details now. These are the highlights of using Smartlead (as our customers report):

  • High deliverability for dynamic ID addresses 
  • Increased response rate because of AI personalization
  • Easy workflow in the centralized master inbox
  • Easily trackable analytics

Our clientele includes Staples, Catalyst Paper, and many more. I want Dunder Mifflin (Scranton branch) to join the Smart family too.

Let me know who’s the right person to talk to about this. If it’s you, let’s connect for a quick chat. 

Please find attached what Nashua Porter from Staples thinks about us. 



Why does this email work?

It will be lengthy if I explain why the above content is perfect for email prospecting. So, here’s a quick image dissecting the same.  

Looking for Prospecting Email Templates? Go here

Step-by-Step Tutorial To Write the Best Prospecting Email

A Conversational Subject Line

Email prospecting is, at the end of the day, nothing but a sales email. In simpler words, you are trying to sell something. 

Many email senders make the mistake of luring the prospect using terms like 20% off, Best deal, Discount, Winner, etc. 

While this type of lingo works in cold-calling, especially in direct-to-consumer sales, it doesn’t work in B2B conversations. Such subject lines either lead the email directly to the spam folder, or the recipient dumps them in the trash without even opening the email. 

So, while writing a sales prospecting email, always go with a subject line that sounds conversational. 

✔️You need to see this

✔️Adam suggests we talk

✔️Let’s get to know each other

✔️Any time to chat about {pain point}?

✔️Want to get rid of {pain point}?

Sometimes, you can try a catchy, emoji-bearing subject line too. Recent statistics show that emails with subject lines containing emojis have open rates 56% higher than regular subject lines. Some examples are:

✔️Your competitors don’t want you to see this ❌

✔️Could this be you? 🏄

✔️You need to see this 😯                            

✔️You can be there 🏖️

Additional tip: Judge beforehand if your prospect is an emoji person or not. 

Check out 60 Follow-Up email subject lines cause all the big sales take place after following-up for five times or more. 

A “Hit-The-Bull’s Eye” Opening Line

A perfect opening line is 





👉Makes the reader curious

👉Doesn’t intimidate the reader

👉 Target the recipient’s pain point

👉Relevant to the recipient’s business

The best opening line in cold prospecting emails is those that include a question about the (particular) industry’s general pain point. For example:

Is resolving the {pain point} a priority for your company? 


What is your process of {dealing with the pain point}? Do you have any plans to address it in the near future? 

If you don’t want to jump with the “pain point” reference in the first line, you can start your email as if it’s a random inquiry for the right person.

Quick question: Who is in charge of the sales team at the Scranton branch?

After the opening-line-disguised-as-an-enquiry, you can follow it with sentences like:

They may want to take a look at this {your product/service} before the holiday sales.

Give Them a Reason

A prospect may fit in your target audience, but that’s not enough reason for them to purchase the product or service from you. There are hundreds of replicas of your product in the market, and why should they pick you exactly? 

This is why providing a “reason” why they should buy from you is crucial for prospecting emails. Here’s how successful email marketers do it. 

It can help your team overcome {pain point}.


You can hit those lead KPIs within a month with the help of this tool. 

Attach Substantial Proof

Your claim that you helped 100s of companies is as unimportant to your prospect as what you had for breakfast if you don’t provide solid proof. The best process to do this is by attaching client testimonials or data on how your product or service helped companies grow.

But that happens in the last when you write:

Please find attached what our happy clients/customers have to say about us. 

An effective way of providing social proof while email prospecting is by mentioning in the second or third line:

We helped {competitor company} achieve {target} by solving {so-and-so issues}. 


{Competitor company} has begun to use {your product/service} and gained {results}

Remember, such lines are highly effective but only if you attach testimonials or statistics at the end. 

Highlight Benefits

While you’re already mentioning a benefit of using your service when providing a reason at the beginning of the email, it is also effective if you point them down in the middle. Just list the other benefits down pointwise. 

Keep the Word Count Below 300 Words

According to a study by Overloop, emails with 1400 to 1500 characters or 300 words show the highest response rate. Please note that this data is on sales cold emails. 

So, keep the first email to potential prospects below 300 words. Say the necessary things in a systematic yet interesting order. 


CTA, or call-to-action, is the last (on this list) but the central motto of the initial emails. Before starting the email, ask yourself what the CTA of your email body is. 

Are you adding a “Book a meeting” CTA or asking the client to write back? Is your goal to make the recipient subscribe to a service?

Whatever action you want the recipient to take, make sure you write the whole email convincing the reader towards it. 

Find 100s of Sales Email Templates for Outreach Email Campaigns here

Final Thought➡➡Try Automation

Are you, sometimes, tired of writing prospecting emails? 

It’s okay if you’re nodding your head to this question cause you’re not alone. The majority of email marketers hear you, and they go through the same. Manually writing emails to each prospect can lead to 3 scenarios.

Scenario 1: You write to a maximum of 5 prospects a day. 

Scenario 2: You fail to follow-up

Scenario 3: You’re failing to keep track of the prospects you have already written to and ending up writing the same email thrice.

You may have experienced any of the above scenarios but the result remains the same.

  • Low response rate
  • Low conversion rates
  • Only a handful of clients
  • As a result, low revenue

My advice: Shift to email marketing automation tools immediately. Keep the above points in mind while editing the email template and send it to hundreds of prospects in one click.  


How do you introduce yourself in an email to a prospect

You don’t have to introduce yourself directly using sentences like “I am David Rose from The Right Fit” or “My name is David Rose.” The trick to writing the best email to your prospect is to not introduce yourself directly. Talk about how your product can make their life easier and provide social proof of how you did that in the past. 

If the recipient reads the email till the end, they will see your name and your designation and this is how they should learn about you. 

How do you use prospecting in email?

Prospecting via email is the same as sending cold emails to potential customers. Just keep the email content relevant for the client by discussing stuff the recipient might be interested in. 

The goal of prospecting via email is to introduce your company to the prospect and make them curious enough to work on the CTA. So, be subtle and ask relevant questions only. 

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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  • svsv

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

Rajnish Das

Rajnish Das is an in-house writer at SmartWriter and SmartLead. She writes product-oriented, data-driven content for B2B SaaS audiences and educates them on marketing and sales topics. Her expertise includes outbound marketing techniques like cold emailing and LinkedIn outreach.


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Frequently asked questions

General Questions

What are active leads?

Email automation FAQs- Smartlead

Active leads are the contacts you upload in Smartlead, similar to contacts in HubSpot; if you upload 1000 leads to a campaign, they are considered 1000 active leads. If you upload similar leads to a new campaign, they are not considered a “new active lead” as they already exist in our system.

Do you provide mailboxes, or do I need to connect my own?

Email automation FAQs- Smartlead

We don’t offer mailboxes yet. You need to get your own dedicated list of mailboxes using popular providers like Gmail, Outlook, Zoho, and others that exist in the market. Once you get them, follow our detailed guides to connect them quickly.

Do you offer guides and articles on succeeding with cold emails?

Email automation FAQs- Smartlead

Absolutely, one of our most popular guides can be found right here. It's been used by a large percentage of users to go from zero to cold emailing experts. Covering all topics from email infrastructure to copywriting and lead sourcing.

Is another tool needed for warmups?

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No, Smartlead has over 200,000 highly reputed mailboxes connected. The advantage you get along with naturalized AI conversations is access to aged domains you will never find in any warmup tool.

What is the API commonly used for?

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It is used popularly by agencies to automate their entire lead generation process as well as to connect Smartlead to external tools to push and pull data from. You can also connect to 1000s of apps using Zapier.

What type of businesses sees the most success with Smartlead?

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Anyone that can close deals from demos will succeed with Smartlead. It works for Sales companies, Marketing agencies, SaaS businesses, Recruitment, and offline companies (like construction).

Do you provide me with lead sources?

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We do not provide you with leads. You will need to use other data providers. These leads can be automatically added to Smartlead using our API or bulk uploaded via our CSV upload system.

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We're building native integrations with Hubspot, Salesforce, Close, Pipedrive, and many more. The best part, due to our open API and Webhook infrastructure, you can connect to any CRM in the world without an issue.

How many team members can I add?

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You can add an unlimited number of team members, as well as assign them roles and authority access.

Do you have custom plans beyond the Pro plan?

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Yes, it's common for many people to move to Custom plans after a few weeks. You can view all the options for up to 10M leads on the subscription page once you sign up for free.

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