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

Prospecting, lead nurturing and converting an ideal prospect to a customer is  a tough job for every business professional. To accomplish this cold email is the channel that drives most success.

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

The benchmark of response rate from cold email is 30% to make 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.

Every business professional needs to build a proper cold email campaign by following the essential steps. Here in this article, we will be explaining the best practices of writing a cold email to potential clients and the simple avoidable mistakes.


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 .

Check out the essential pointer below, to make your cold email easier to write for your outreach campaign.

1. Use a familiar sender name

The first thing that the recipient looks in a new email is the sender’s name. This field needs a real name or familiar brand name to drive better results. 

When you send a cold email,  you are a stranger to the recipient. Providing an original name makes your email more authentic when the recipient gets to know about you.

As the recipient didn’t expect an email from you, here you need to build trust. It’s always a good idea to check your name, before starting your cold email outreach campaign. Success can be achieved by a lot of small things done well. 

Try the multiple variations of your From name. You should A/B test and check what name is performing best for you. 

You can use the following formats for making the sender name more authentic:

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

Always make sure you don’t use generic email accounts to send cold emails. The email with Sales, Marketing,  Service, Business or info will reduce your email open rates 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.

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

3. A simple Ice breaking Introduction

The recipient can read the introduction of your email from the preview pane itself.  Start the message on a high note that will make you authentic and valuable enough to open the mail.

Engagement is the key to success in cold email campaigns. From the first line you have to be at the top of your recipients mind.  Keep it short, not more than 2-3 sentences.

So in the introduction describe how you got to know about them. Add some of their recent activities, accomplishments, or achievements to make your email look personalized. Make the receiver feel important and create an interest for him to read ahead. 

Avoid adding your personal or business information in this part. This  might look “salesy” and  kill the interest of reading your message further.

Personalization is important to write a cold email, but don’t overdo it. Adding too many details about your recipient will make you look like a stalker,  nobody appreciates that.

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.

5. Pitch a short solution

This is where you are going to pitch your message and solutions that you have to offer. But your goal shouldn’t be just sell and close the deals. Writing a cold email is more of building business relationships with your potential clients. 

Here your goal is to provide value to the prospect and make them lean towards your goal.

So the focus should be on the benefits not an explanation about the product features. Write the benefits that the prospect will be getting from your product or services.  Be very specific on how it will be effective for their business growth. Keeping it short and simple will do the trick for you.

The most important thing to take care is to 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.

6. One call to action

A call to action is the most essential component of your cold email campaign.  Once the interest is created, it’s time to leverage it. CTA will help your prospect take the first step towards building relationship with you and your brand.

You will have to write a call to action to actually get what you want your prospect to do with your cold email. The action can be a simple reply, schedule a call, feedback on your product or anything that gets into a business conversation.  

Never try to sell your product with a CTA. It kills the interest of the recipient. You can offer some key resources or freebies on completion of an action.

There should be only one call to action in every cold email.  Adding too many CTAs or asking too much too soon will hamper your results. 

It should be one goal-oriented and described accurately. It should look like one human talking to another.

7. Email Signature

An excellent email becomes useless without an effective signature. The endnote of the email should be equally beneficial as much as the whole email. Let’s check the important factor required for building an effective email signature.

Your signature should be short and value-providing. Never add too much unnecessary data with your signature. Just add your name, your designation, email id, and organization details. These details will help your recipient to know more about you.

Add your telephone number and social media contacts only if it is necessary. It is usually done if you expect to receive a call from your prospect.

Adding a value-added tip for the recipient below your signature is considered as a good practice of sending emails.

We recommend using Design Hill, a free professional email signature generator to create a custom email signature. They provide multiple templates for free and can be used directly with your emails. These templates are also compatible with all the major email service providers which will help you increase your brand awareness.

We have discussed the do’s on how to write cold email, let us see some of the don’ts of cold email. If you are successful enough to avoid the  key mistakes people make in cold emails, your job becomes easy.

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.


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.



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


Cold email to potential client sample

Got confused with a lot of Dos and Don’t of writing 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 Cold Email Templates That Will Break the Ice for You 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 automated cold email tool that is 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.

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.

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 .


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.


Check The Detailed Step 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

You need an email automation tool to send cold emails to a large group of people. With SalesHandy, you can send emails up to 2000 recipients in a single email campaign and 5000 emails 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. The email open rate increases by 26% after the 4th follow-up. 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. After sending the emails, 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 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 or need clarification on any steps to write a cold email, please feel free to comment below.