How to Structure a Cold Email that Actually Converts

Composing a cold email is not rocket science, but it can surely make you feel confused if you’ve never done it before. Writing cold emails requires both copywriting skills and a deep understanding of the target audience. 

This essentially requires you to know how to structure a cold email.

Although millions of cold emails get sent daily, only a few marketers or SDRs succeed. And what’s common among all of them? A structured cold email strategy. 

In this blog post, let’s discuss what is a cold email and what is the ideal cold email structure. This comprehensive guide will help you compose effective cold emails to conquer outreach in 2024. 

Elements of a Cold Email Structure

Crafting a compelling cold email is an art form. To grab your recipient's attention and spark a conversation, you need a well-structured message. Here, we'll delve into the essential elements that make up a winning cold email structure, ensuring your outreach resonates and gets the response you desire.

The Tone of Your Cold Email 

The ideal tone for cold emails should balance professionalism, friendliness, and relevance. It's important to create an approachable, respectful email that aligns with the recipient's preferences. Here are key considerations for setting the right tone:

• Professionalism: Maintain a professional tone throughout your email. Use proper grammar and ensure that your message reflects professionalism suitable for your industry.
• Personalization: Personalize your email by addressing the recipient by name and referencing specific details about their company or role. This shows that you've done your homework and are genuinely interested in their business.
• Friendliness: Add a touch of friendliness into your email to make it more inviting. However, be mindful not to overdo it or come across as overly casual, especially in formal business contexts.
• Clarity and Simplicity: Keep your language clear and simple. Avoid jargon or complex language that may confuse the recipient. Aim for straightforward communication that conveys your message effectively.
• Respectful Language: Use respectful language that acknowledges the recipient's time and autonomy. Avoid overly aggressive or pushy language that might be off-putting.
• Relevance: Tailor your tone to be relevant to the recipient's needs and challenges. Frame your message to resonate with their interests and pain points.
• Empathy: Express empathy by demonstrating an understanding of the challenges the recipient may face. This helps build a connection and show that you're focused on providing solutions.
• Positivity: Infuse positivity into your email. Focus on the benefits and solutions you offer rather than dwelling on problems. A positive tone can make your message more appealing.
• Adaptability: Be adaptable to the recipient's preferred communication style. Some may appreciate a more formal tone, while others may respond better to a conversational approach. Gauge the context and adjust accordingly.

Remember, the tone of your cold email should align with your brand identity and the expectations of your target audience. Testing different tones to see what resonates best with your specific audience and industry is often beneficial.

Subject Line 

In 2024, writing an effective subject line for cold emails requires a careful balance of creativity, relevance, and brevity. Start by capturing the recipient's attention with a concise, engaging message that sparks curiosity or addresses a specific pain point. Avoid generic or overly salesy language, and personalize the subject line whenever possible. Consider incorporating numbers, emojis, or a touch of urgency to stand out in crowded inboxes. Aim for around 5 to 7 words, keeping it short and impactful for mobile users. Regularly test different subject line strategies to identify what resonates best with your target audience, and stay attuned to current trends in email marketing to ensure your subject lines remain compelling.

Read more: Exploring the Psychology Behind Irresistible, Compelling Subject Lines

Here are examples of effective cold email subject lines:

• "Quick Question About [Recipient's Recent Achievement]"
• "Struggling with [Specific Challenge]? Here's a Solution."
• "Unlock [Benefit] with [Your Company]"
• "Last Chance for Exclusive Access!"
• "How [Industry Leader] Improved [Outcome] with Us"
• "Can We Help You [Achieve Specific Goal]?"
• "Insider Tips to Boost [Relevant Metric]"
• "Join Us for [Event/Webinar] on [Topic]"
• "Revolutionize Your [Recipient's Role] Strategy"
• "Your Next Breakthrough Awaits"

Remember to adapt these examples to your specific context and personalize them based on your recipient's interests and challenges. Testing different subject lines with your audience is key to understanding what resonates best and optimizing your cold email outreach strategy.

• Think about the length and the fact that less text is visible on a mobile.
• Forget about click baits and CAPS LOCK... it's just not worth it
• Don't reveal too much, but get people intrigued and excited
• Not sure what subject line is better? Let the market decide by A/B testing it!

Greetings 

In cold emails, greeting your prospects appropriately is crucial for setting the tone and establishing a connection. Begin with a professional and personalized salutation, addressing the recipient by their name. This adds familiarity and demonstrates that the email is tailored specifically to them. The tone should be respectful and considerate, avoiding overly formal or casual language. Striking the right balance in your greeting contributes to the overall impression of your email, making the recipient more receptive to your message. A well-crafted greeting sets a positive tone for the rest of the email, fostering engagement and increasing the likelihood of a favorable response from your prospects.

Here are examples of greetings in cold emails:

• Formal Greeting: "Dear [Recipient's Name],"
• Friendly and Casual: "Hi [Recipient's Name],"
• Professional and Inclusive: "Greetings [Recipient's Name],"
• Personalized Greeting Based on Time of Day: "Good [Morning/Afternoon/Evening] [Recipient's Name],"
• Including a Personal Touch: "Hope this finds you well, [Recipient's Name],"
• Acknowledging Recipient's Title: "Hello [Title] [Last Name],"
• Adding a Touch of Curiosity: “Curious if you're free to chat, [Recipient's Name],"
• Starting with a Relevant Compliment: "Impressed by your work, [Recipient's Name],"
• Expressing Appreciation: "Thank you for your time, [Recipient's Name],"
• Combining Professionalism and Warmth: "Dear [Recipient's Name], I hope this message finds you well."

Remember to choose a greeting that aligns with your brand, the context of your outreach, and your familiarity with the recipient. Personalizing your greeting adds a human touch and increases the chances of making a positive impression.

First Line

The first line of a cold email is critical as it sets the tone and determines whether the recipient will continue reading. It should be engaging, relevant, and tailored to capture the recipient's attention. Consider starting with a personalized introduction that connects with the recipient's interests, challenges, or achievements. For example -

• "I was impressed by your recent [specific achievement or project]."
• "As a fellow [industry/profession], I understand the challenges you may be facing."
• "Given your expertise in [specific area], I thought you might find our [product/service] beneficial."
• "Ever wondered how [industry-specific improvement] could impact your [relevant outcome]?"
• "Our [product/service] can help you [achieve a specific benefit or goal]."

The key is to make the cold email opening line immediately relevant to the recipient, demonstrating that you've done your research and offering something valuable. Avoid generic or overly promotional language in the first line to ensure it resonates with the recipient and entices them to continue reading.

Pitching the Offer

Pitching an offer in cold emails requires a delicate balance between being persuasive, concise, and respectful of the recipient's time. Here are some tips on effectively pitching an offer in cold emails:

• Understand Your Audience: Before crafting your pitch, thoroughly research and understand your target audience. Tailor your offer to address their specific needs, challenges, and interests.
• Personalize Your Email: Start your email with a personalized greeting. Mention specific details about the recipient or their business to demonstrate that your message is not a generic mass email.
• Capture Attention with a Strong Opening: Craft a compelling and concise opening that grabs the recipient's attention. Clearly state the value proposition or benefit they will gain from your offer.
• Highlight the Problem and Offer a Solution: Identify a pain point or challenge your prospect might face and position your offer as a solution. Clearly articulate how your product or service addresses their specific needs.
• Emphasize Benefits, Not Just Features: Focus on the benefits of your offer rather than just listing features. Help the recipient visualize how their life or business will improve by accepting your proposal.
• Persuasive Language: Choose persuasive and positive language to convey your message. Use words that evoke emotion and appeal to the recipient's desires or aspirations.
• Provide Social Proof: Include testimonials, case studies, or success stories highlighting how your offer has positively impacted others. Social proof can build trust and credibility.
• Offer a Clear Call-to-Action (CTA): Clearly state the next steps you want the recipient to take. Whether scheduling a call, requesting a demo, or making a purchase, make the CTA explicit and easy to follow.
• Create a Sense of Urgency: Add a sense of urgency to your pitch if appropriate. Communicate limited-time offers, discounts, or exclusive deals to encourage prompt action.
• Keep it Concise: Cold emails should be brief and concise. Avoid overwhelming the recipient with too much information. Focus on the most critical aspects of your offer.
• Address Objections Proactively: Anticipate potential concerns or objections the recipient might have and address them in your email. Provide reassurances and additional information to alleviate doubts.
• Follow Up Strategically: Follow up if you don't receive a response. Send a polite and concise follow-up email reiterating the critical points of your offer and emphasizing any deadlines or special incentives.
• Track and Analyze Metrics: Use tracking tools to monitor the performance of your cold email campaign. Analyze open rates, click-through rates, and conversion rates to optimize your approach.

Remember to refine your pitch continuously based on feedback and data, and be prepared to adapt your strategy as needed. The goal is to engage your prospects and encourage them to take action based on your value.

Call-to-Action (CTA)

Writing effective cold email calls-to-action (CTAs) is crucial for encouraging recipients to take the desired action. However, it's recommended not to add any CTAs or attachments to the first email. Send a plain text email as your initial message and then send a follow-up containing a clear CTA. Here are some best practices for crafting compelling CTAs in cold emails:

• Be Clear and Direct: Clearly state the action you want the recipient to take. Avoid ambiguity, whether it's scheduling a call, downloading a resource, or making a purchase.
• Add Only One CTA: It's best to keep one CTA per email. Multiple CTAs often confuse the prospects and weakens the main CTA.  
• Do Not Hard-Sell: Hard-selling with sales-y words should be avoided in cold emails altogether. Your goal is to build a connection with the prospect and move them through the sales funnel, at their pace. Instead, focus on offering value to their needs.
• Highlight Benefits: Clearly state the benefits or value the recipient will gain by taking the desired action. Focus on how it solves their problems or fulfills their needs.
• Personalize When Possible: Tailor your CTA to the specific recipient, addressing their pain points or needs. Personalization can increase the relevance of your message.
• Keep it Concise: Limit your CTA to a few words or a short sentence. The goal is to convey the message quickly and clearly without overwhelming the recipient.
• Test Different Variations: A/B test different versions of your CTAs to see which ones perform better. Experiment with wording, placement, design, and other elements to optimize for engagement.
• Align with Email Content: Ensure that your CTA is aligned with the rest of your email content. It should flow naturally and feel like a logical next step for the recipient.
• Mobile-Friendly Design: Many people check emails on mobile devices, so make sure your CTAs are easily clickable and visible on smaller screens. Test your emails on various devices to ensure responsiveness.
• Include Social Proof: If applicable, include social proof such as testimonials or success stories to add credibility and influence the recipient's decision to take action.

Remember, the key is to make it easy for the recipient to understand what you want them to do and why they should do it. Tailor your cold email CTAs for your specific audience and continuously refine them based on performance metrics and feedback.

So, now you have the complete idea of how to structure a cold email, however there are still some best practices you should consider.

Best Practices to Follow When Crafting Your Cold Email

Cold emailing can be a powerful tool for generating leads and building relationships, but crafting a successful email requires a strategic approach. Here are some key best practices to follow when structuring your cold emails:

1. Intriguing Subject Line: Start strong with a subject line that grabs attention and piques the recipient's interest. Personalize it if possible, and avoid generic or sales-heavy language.
2. Targeted Introduction: Avoid a generic "Dear Sir or Madam." Research your recipient and personalize the introduction with their name and title. Briefly mention a shared connection (if applicable) or reference a relevant detail about their company.
3. Value Proposition: Quickly explain why you're reaching out and how your product or service can address a specific pain point or need they might have. Focus on the benefits you offer, not just your features.
4. Conciseness is Key: People are busy. Keep your email concise and to the point. Aim for 3-4 concise paragraphs that deliver your message effectively.
5. Clear Call to Action (CTA): Tell the recipient what you want them to do next. Whether it's scheduling a call, requesting a demo, or visiting your website, make your cold email call to action clear and easy to follow.
6. Professional Closing: End your email with a professional closing and your contact information. Proofread carefully before hitting send!

Following these best practices will increase your chances of crafting cold emails that resonate with your target audience and generate positive responses.

Conclusion

In conclusion, mastering the craft of compelling cold emails involves more than just placing words together—it requires a strategic and structured approach. You can create emails that resonate with your target audience by maintaining a delicate balance of professionalism, personalization, and relevance. The cold email structure we discussed in this article will surely help you in this.

Remember, a well-crafted cold email is a powerful tool for outreach, and success lies in understanding your audience, adapting your tone, and providing value. Whether you're capturing attention with an engaging subject line, establishing rapport through a personalized greeting, or pitching an offer that addresses the recipient's needs, each component plays a vital role in the overall effectiveness of your outreach strategy.

FAQs

1. What length should a cold email be?

A cold email should be concise and to the point. Aim for around 100 to 150 words. The goal is to quickly capture the recipient's attention, convey your value proposition, and prompt them to take action without overwhelming them with information. Focus on clarity and brevity, ensuring each sentence serves a purpose.

2. How can I personalize a cold email without it seeming fake?

To personalize a cold email authentically:

• Research: Invest time in understanding the recipient’s role, company, and recent achievements.
• Relevance: Mention specific details that relate to the recipient’s current challenges or interests.
• Genuine Interest: Show genuine interest in their work or industry. For example, reference a recent article they published or a project their company is working on.
• Avoid Overdoing It: Personalization should feel natural. Avoid excessive flattery or irrelevant personal details.

3. What are some words or phrases I should avoid using in a cold email?

Avoid the following words and phrases to keep your cold email professional and engaging:

• Overly Salesy Language: "Buy now," "Limited time offer," "Exclusive deal"
• Clichés: "Just checking in," "Touching base," "Thought I'd reach out"
• Negative or Passive Language: "I hope," "If you don’t mind," "Just"
• Unsubstantiated Claims: "Best product," "Guaranteed results"
• Jargon: Avoid industry-specific jargon that might confuse the recipient.

4. How can I measure the success of my cold email campaign?

To measure the success of your cold email campaign, track the following metrics:

• Open Rate: The percentage of recipients who open your email. Indicates how effective your subject line is.
• Click-Through Rate (CTR): The percentage of recipients who clicked on a link within your email. Shows engagement with your content.
• Response Rate: The percentage of recipients who replied to your email. Reflects how compelling your message is.
• Conversion Rate: The percentage of recipients who completed the desired action (e.g., scheduling a call, making a purchase).
• Bounce Rate: The percentage of emails that couldn’t be delivered. Helps identify issues with your email list.
• Unsubscribe Rate: The percentage of recipients who unsubscribe. Indicates potential issues with email content or frequency.

Use these metrics to analyze performance and refine your strategy.

5. How can I tailor my cold email to different industries or job titles?

Tailor your cold email by:

• Industry Research: Understand the specific needs, challenges, and trends in the recipient’s industry.
• Job Title Relevance: Address how your product or service can benefit the recipient’s specific role.
• Customized Value Proposition: Highlight the unique value your offer brings to their industry or position.
• Language and Tone: Adjust your language to match industry standards and the recipient’s communication style.

6. What’s the best format for a call to action (CTA) in a cold email?

The best format for a CTA in a cold email is:

• Clear and Direct: Clearly state what you want the recipient to do next.
• Single Action: Focus on one action to avoid confusion.
• Benefit-Oriented: Highlight the benefit of taking the action.
• Easy to Follow: Make the next step simple and straightforward.

7. Is it better to use a question or a statement to hook the recipient in the opening line?

When crafting the opening line of your cold email, the question of using a question or statement is a strategic one.  While questions can spark engagement and highlight pain points, they might not always elicit a reply. Statements, on the other hand, can grab attention and establish authority but might lack interactivity.  The best approach depends on your goals. Consider a strong statement followed by a relevant question to create a captivating opening that both hooks the recipient and encourages further conversation.