How to Write a Cold Email to a Potential Client That Converts in 202017 minutes read

The cold email has always been the most effective medium while speaking on converting a potential prospect.

However, to get things right you have to stay at the top of your game. From planning a campaign to writing cold emails and following up, so on and so forth.

The benchmark of response rate from cold email is 30% to make the most out of the campaign. This can only be achieved when you know how to write a cold email effectively with a clear, exciting, and compelling message.

This article will explain the best practices to write a cold email to potential clients. We will also list down common mistakes usually done by the SDRs and ways to stay away from it.


Essential steps for writing a cold email

Writing a cold email is an art. To become an artist you should understand your email from your prospect’s perception. You need to draft an email in the way you want yourself to get addressed.

Next, you have to analyse the problems of your prospect and how your solutions can effectively overcome it .

Let’s start with an excellent cold email example followed with the process to draft every part of it.

how to write a cold email example

1. Use a familiar sender name

The sender name pops up brightly in the recipient’s mailbox when they receive the email. It should have a legit name that can provide authenticity to the email.

It is recommended to add your own name as the sender’s name which will help the recipient in recognizing you. If you are sending emails from a known brand, using a brand name along with your name will increase the authenticity of the cold email.

Some of the best practices of the sender’s name:

  • First Name (Rajendra)
  • First Name + Last name (Rajendra Roul)
  • First Name + Last name + Brand Name (Rajendra Roul from SalesHandy)
  • Brand Name (SalesHandy)

Use your personal business email account for sending cold emails. Generic email accounts with addresses like or reduce your email open rate and drastically affect your conversion rate.

2. Eye-catching subject line

The first goal of cold email is get it open. 47% of the recipient opens the email based on the subject line, and 69% of email recipients report email as spam based solely on the subject line. 

So, it is essential to make your subject line worthy enough for your recipient to open the email.

Following are the some of the best tried and tested ways  to write an effective subject line:

  • Understand the recipient’s perception: While sending a cold email, it is very important to understand the customer’s problem and pitch it accordingly. Make your subject line accomplishing enough that makes your recipient open it.
  • Make your subject line personalized: Personalized subject line can increase the email-open rate as high as 50%. Adding a personalized subject line makes the receiver believe that the email is not spammy and is dedicated to him.
  • Make the subject line a bit tempting: Your subject line should rely on the interest of your recipient. A little creativity goes a long way, add some flattering words to attract eyeballs of your prospects. However,  avoid sales words in the subject line and keep it friendly and casual.
  • Don’t write vaguely:  We received an email saying, “Grow your Business by 500%“. That tempted me enough to open the email. Later we found that it was a chatbot sales pitch. What next? We immediately spammed the email. You should never give any false promises in your subject line. Promise only the things that you can deliver.

For better understanding, let us check the section 1 of the above example. Writing a personalized email subject line makes Brian feels it’s dedicated to him. The words super quick question will make him curious to open the email. This statement will also provide an assurance that he won’t be spending much time on the email.

Check 20 Best  Eye-Catching Cold Email Subject Lines that get opened, read, and reply.

3. A simple ice-breaking introduction

Start your email on a high note and provide value from the first line itself. The recipient starts reading the opening lines from the preview pane.
One of the best ways to start an email is by describing how you know the prospect. You can add their recent activities, accomplishments, or achievements to make your email look personalized. This will create an interest for the recipient to read ahead.

You can also start the email by asking a relevant question or adding a mutual connection, you both have in common. The keynote is to build an interesting flow for the recipient to engage with your email.

Over Personalization of email by adding too many details about the recipient will degrade your results. You will be perceived as a stalker and nobody appreciates that.

In section 2 of the above example, Lisandra congratulates Brian for his new achievement and encourages him for his good works. This email looks more like a congratulatory email rather than a salesy pitch. Everyone loves a little flattery and it will help you in moving your prospect to the next step.

4. Ask questions to engage

After a quick introduction, it’s time to turn your recipient towards your goal. Now you should ask a question about your research and the recipient’s problem. Your question should be of one line and reflect the interest for the prospect. 

It’s  an opportunity to show you care for them and are willing to solve critical business problems. Most importantly the question has to be relevant for your prospect. If not, it won’t provide you with the desired result.

While asking the question, you should keep in mind that you have a powerful solution ready. If you fail to make the connection between the problem and solution you are trying to pitch will break the engagement and won’t get any response.

Following the same example, in section 3 Lisandra asks Brian about the current outreach process. As Brian is the VP of Sales, he must be having ideas on sales outreach processes. This question will be quite relatable to him and he would wish to know more.

5. Pitch a short solution

This is where you are going to pitch your solutions that you have to offer. Add a satisfying solution for your prospect and try to build a relationship with them. Don’t try to sell your product in the first email.

Define the benefits you are providing to your prospect with your solutions. Tempt him with the after effects and show him how he can move towards his goal faster.

Most importantly, maintain continuity in your messaging. This part should have seamless connectivity with your above question. Here the conversation should be upon the problem not just what your solution is all about.
Coming to section 4 of Lisandra’s email, Lisandra started providing the key benefits to Brian which makes her tool different from others. She maintained a continuity of her solution with the question and helped Brian describing how he can get more out of his emails.

6. One call to action

A call to action is the most essential component while writing a cold email.  Once the interest is created with the recipient, it’s time to leverage it.

Your CTA will be directly goal oriented and focussed towards what step you want your prospect to take. Never sell your product or services through a CTA. It kills the interest of the recipient.

Create temptation in your prospects’ mind by providing a value addition. It can be freebie, an ebook or personal assistance.

Don’t add multiple CTA in your emails. Your email should be single goal-oriented and look like one human talking to another.
Referring to the same story, Lisandra asked Brian to schedule a meeting in section 5, where she can help him with a product demo. Lisandra also uses words like in just a few minutes which will make Brian believe that the meeting is time effective.

7. Email signature

An effective signature increases the efficiency of your email. When you share some personal information, it adds authenticity to your email.

An email signature should also be short and valuable. Include your name, designation and company details. Add your contact number and social links only if it’s necessary.

Adding images and banners can make your signature beautified but every email service provider does not support them.
If you see Lisandra’s signature in section 6 of the examples, where she made a very simple signature which will help Brian in knowing more about her. She has also provided her contact number in case Brian couldn’t reach her on email.

Also Read: Basho Email- The ultimate cold email strategy

The most critical mistakes to avoid while writing a cold email

1. Spammy subject line

Some words like FREE, GRAB, OFF are considered spammy words and are best if ignored. These words are auto-detected by the email service providers and are sent to the SPAM box directly.

These words also create a negative impression on the receiver’s mind as it looks like a sales email. No one likes to open an email to buy something.

spammy cold email example

2. Avoid long emails

Less is new more. Keep your email short and simple. Nobody likes junk in their inbox, just add the content that will provide value to the recipient.

Long emails look dull on the first visit, and your goal might get affected by it. It is always good practice to draft your message appropriately, as described above.

long cold email example


3. Over-personalization of your emails

Personalization is a good factor that makes the email affinitive, but over-personalization makes the email improper. The receiver might feel uncomfortable when you add too much personalization for him. 

Don’t make yourself perceive as a stalker. Add only those personalizations that are essential to building the business relationship.

4. Multiple intended message

We have seen many emails which include multiple goals associated with it. The messages ask you to subscribe to the newsletter, use their product, and also schedule a call. These emails look like the sender is forcing the receiver to do many things.

In these cases, your goals get divided and you will not receive the intended result.

Every email recipient usually ignores these types of emails even if they need a solution over someone who was precise with their message. The sender should always take care that their emails are a specific goal-oriented.

5. Too many links

Adding too many links may lead to some severe consequences to your cold email campaign. Multiple links in a single email are considered as an act of spamming activity. 

This will badly affect your email deliverability and might end up with permanent blocking up your email account.

The focus with the link should be relevant to your business goal. It should drive action not destruction.

Too many links example


Avoiding the above mistakes will help you make your emails super productive and you can write cold emails like a pro.

Cold email to potential client sample

Got confused with a lot of Dos and Don’t of how to write a cold email? 

Don’t worry! 

We are adding some examples of cold email to potential client template to make your job easy.

Sample 1

Subject: [First_Name], Congratulations for your achievement at [Event_Name]

Hi [First_Name],

I just came to know about your achievement at the [Event_Name]. Kudos!

Your talk about the [Topic] was quite appealing. In between your talk, you described the problems you are facing with [Competitor_Name]. We also have a similar tool that can solve your problem with [Feature_Name] feature.

If you are willing to learn more about our product, allow me 10 minutes from your schedule. I will show you how you can solve your problem with practical demonstration. 

You can schedule a call with me by clicking here.

Looking forward to hearing from you.






Sample 2

Subject: [First_Name], Are you facing issues with your Email Marketing

Hi [First_Name],

I was listening to your recent podcast about [Podcast_Subject]. It was a great piece of knowledge for every professional.

I just want to ask how you are managing your Email Marketing at [Company_Name]?

I have come up with great new techniques that can solve your email marketing challenges in seconds.

If this interests you, book a 30 minutes session where I can provide you with assistance in email marketing and help you in getting the best results.

Awaiting your response.

Best Wishes,

[Your_Name] | [Your_Designation]


These templates must have given some ideas on how to write a cold email for better results. You can also check the article on cold email templates for more samples.

Although we learned about writing a cold email, there’s a lot of manual work involved with it. It is highly recommended to use cold email campaign software like SalesHandy for making these work easier.

How to send high converting cold email with SalesHandy

SalesHandy is an email outreach tool used by various business professionals for sending cold email campaigns. It allows you to schedule email campaigns, and send auto follow-up emails from your email account and track multiple email campaigns on the go.

Without any further ado, let’s dive straight into simple steps to schedule your cold email campaign with SalesHandy in just 4 clicks

1. Import your contacts

Add your email contact list in CSV format and SalesHandy will automatically extract all the details like First Name, Last name, email address, etc available.

add recipients with saleshandy

2. Choose your email account

SalesHandy allows you to add multiple email accounts together. Just choose the email id you want as your sending address and proceed ahead.

choose your email account in saleshandy

3. Draft your email

Next you will find a text area where you can write cold email subject line and message body. You can also add multiple personalized merge tags extracted from your email list that is available beside your compose box .

how to write a cold email draft

To get the best result from your cold email campaign, you can add up to 9 follow-up stages by clicking on the (+) button below.

4. Schedule your email

After drafting the email you can schedule your emails with the date and time according to your convenience.

schedule email with Saleshandy

Check the guide to a send cold email campaign to know how to send a cold email in a step by step manner.

Next, we are listing the key benefits of using SalesHandy. 

1. Automated email campaigns

SalesHandy is used to send cold email campaigns to a large group of people. It allows you to schedule personalized emails to 5000 recipients from one account in a day.

Just add your recipient list and schedule your email campaign on the go.

2. Schedule follow-up stages

A cold email is incomplete without follow-up emails. 80% of sales require 5 follow-ups after the initial contact. With SalesHandy, you can send up to 9 follow-up stages. You can automate your follow-up emails in the same thread with three different conditions:

  • Not Open
  • Not Reply
  • Been Sent

3. Advanced email analytics

SalesHandy provides you with advanced email analytics, where you can check the performance of your email campaign. It provides you  email-open rates, reply rate, and bounce rate for better productivity.
It also has a team management system that allows you to check the performance of your teammates.

4. Template management and analytics

SalesHandy allows you to save your email templates for regular use. You can also check to keep track of the performance of the individual template and evaluate its efficiency.

Bonus tip- Add A/B Test on your cold emails

A cold email needs evaluation at a regular time interval. It might happen a cold email showing results now might not be efficient after three months. Periodic Analysis of the templates makes your template suitable for continuous use.

You need to do A/B Testing for all your emails at regular time interval for evaluating multiple things like 

  • Effectiveness of your Email Templates
  • Best date and time for Email Campaigns
  • Subject lines
  • From name
  • Call to action in your message

To start an A/B testing, you need to divide your email list into two segments. You must check that each email list has an equal number of recipients. Then you need to send two different templates to two separate email lists. You can also add A/B testing to your follow-up emails by sending different follow-up email templates. Further, you can check the open rate and reply rate of individual templates to evaluate its performance.

You can also send the same email template to two different email lists at different times and check its performance. This A/B test will help you in finding the best time to send your cold email campaign.


Wrapping up all the above pointers, we all know that cold email is very important to get new leads, build unique business relationships, and close more  deals consistently. An email campaign user should always know how to write a cold email with the best possible practice. 

If you have an excellent cold email copy, the possibilities are high to grab the best result out of the email outreach campaign with less effort.

To achieve the great result in your outreach campaign you can try  SalesHandy, the best email campaign software. 

If you are facing a problem with your cold email campaign with how to write a cold email, please feel free to comment below.

By Rajendra Roul

Rajendra Roul works as a content marketer with SalesHandy, where he writes and edits the sales guides and articles. He is an avid researcher, learner, and an analytical guy. After flipping the coin, he loves to read books, play social games and travel around. He believes knowledge is the only source to achieve victory.

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