Cold Email to Potential Client: How to Write One That Gets Results

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By Jerome Clatworthy

Understanding Cold Emails

Cold emails are unsolicited emails sent to potential clients or customers with the intent of starting a conversation or relationship. They are often used by businesses as a marketing strategy to reach out to new leads and generate interest in their products or services.

When crafting a cold email, it’s important to keep in mind that the recipient likely receives many similar emails each day. Therefore, it’s crucial to make your email stand out and grab their attention. This can be achieved through a compelling subject line, personalized greeting, and a clear and concise message.

It’s important to note that cold emails should not come across as spammy or pushy. Instead, they should aim to provide value to the recipient and offer a solution to a problem they may be facing. This can be achieved by doing research on the recipient and their business beforehand, and tailoring the email to their specific needs and interests.

When writing a cold email, it’s also important to keep the following tips in mind:

  • Keep it short and to the point: Avoid lengthy paragraphs and get straight to the point.
  • Use a professional tone: Your email should be well-written and free of errors, and should come across as professional and knowledgeable.
  • Include a clear call-to-action: Let the recipient know what you want them to do next, whether it’s to schedule a call or visit your website.
  • Follow up: Don’t be afraid to send a follow-up email if you don’t hear back from the recipient. However, be sure to give them enough time to respond before following up.

Overall, cold emails can be an effective way to generate leads and build relationships with potential clients. By following these tips and crafting a well-written, personalized email, you can increase your chances of success and stand out in a crowded inbox.

Identifying Potential Clients

When it comes to cold emailing potential clients, the first step is to identify who they are. You can’t just send out a generic email to everyone on your contact list and hope for the best. Instead, you need to do some research and build a targeted email list.

To start, think about your ideal client. Who would benefit the most from your product or service? What industries or niches do they operate in? Once you have a clear idea of who you’re targeting, you can start researching potential clients.

Here are some ways to identify potential clients:

  • Use LinkedIn: LinkedIn is a great tool for finding potential clients. You can search for people based on their job title, company, industry, location, and more. You can also see who your connections are connected to and ask for introductions.
  • Attend industry events: Attending industry events is a great way to meet potential clients in person. You can network with people, learn more about the industry, and get a better sense of who your target audience is.
  • Use online directories: There are many online directories that list companies by industry, location, and size. You can use these directories to find potential clients and get their contact information.
  • Analyze your competition: Look at who your competitors are targeting and see if there are any potential clients that they’re missing. You can also see who is following your competitors on social media or engaging with their content.

Once you’ve identified potential clients, you need to build a targeted email list. This means collecting the contact information of the people you want to email. You can use tools like or VoilaNorbert to find email addresses, or you can manually search for them on LinkedIn or company websites.

Remember, it’s important to only target people who would actually benefit from your product or service. Sending a generic email to everyone on your contact list is a waste of time and can damage your reputation. By taking the time to identify and target potential clients, you’ll increase your chances of success.

Formulating an Effective Strategy

To successfully reach out to potential clients via cold email, you need to have an effective strategy in place. Here are some tips to help you create a strategy that works for you:

Define Your Goal

Before you start crafting your cold email, you need to define your goal. What do you want to achieve with this email? Do you want to schedule a meeting, generate interest in your product or service, or simply introduce yourself and your company? Having a clear goal in mind will help you tailor your message and increase your chances of success.

Research Your Target Audience

To make your cold email more effective, you need to research your target audience. Who are they? What are their pain points? What are their goals and objectives? The more you know about your potential clients, the better you can tailor your message to their needs.

Craft a Compelling Subject Line

Your subject line is the first thing your potential client will see, so it’s crucial to make it compelling. Use the recipient’s name or company name to make the email feel more personal and grab their attention. Creating a sense of urgency or curiosity can also be effective. Use phrases like “limited time”” or “”exclusive offer”” to create a sense of urgency and grab your reader’s attention.

Personalize Your Message

Personalization is key when it comes to cold emailing. Use the information you gathered during your research to make your message more relevant and engaging. Mention a recent achievement or project that the recipient worked on