The idea is to turn that prospect into a lead. Whether it is to generate a sale, invest in your business, or simply have them demo your product/service.

The majority of the time, cold emails land up in the “deleted folder” section. However, if you follow this simple guide, you can write a killer cold email that will grab the attention of your desired prospect!

“Hi Cindy, congratulations on your new swimwear launch!” vs “Hi! Have you launched a new product?

A short attention-grabbing subject line is the key to getting the recipient to open your email.

This is also the time to introduce your brand and what you do. Remember to keep it brief but also give enough information to pique the reader’s interest.

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Mention your brand’s name, what you do and most importantly, what is in it for the reader. Keep them interested through your value proposition. How can you help them solve a problem they have?

Keep this introduction short and to the point. You want to capture the prospect’s attention and get them to keep reading. Full ten sentence paragraphs will guarantee you get them to delete, or even worse, mark your email as spam.

As noted in previous sections, personalizing your email is crucial to getting a response.

You can mention a mutual friend that introduced you, bring up an obscure interest you both have or talk about something else they have worked on. Connecting through Linkedin’s InMail would be ideal as it automatically shows connections, interests and work experience.

"My family and I visited your downtown restaurant last February. My mom was particularly hooked on your cheesy chorizo croquettes. She had to order a second serving; I must admit they were addictive! I would love to talk to you about how beautiful the plating was and how we can incorporate pictures of your recipes on your website and social media pages. We have often heard the saying “You eat with your eyes first” and your unique plating style is the epitome of this term."

The key to mastering the cold email is keeping it short, to the point and personalized. No one wants to read a mountain of text. However, if you draw them in using your value proposition, highlight something they are proud of (like a new launch, a presentation they did, or something they are working on etc.) and demonstrate how you can solve their pain points, you will capture their attention and gain their trust.

Note: Depending where you are in the world cold emails might not always be legal. For example, Canadians are protected under the CASL (Canada's Anti-Spam Legislation), but in the USA cold emails are allowed as long as you follow CAN-SPAM guidelines.