cold emails

By Audrey Lamp

Email marketing is a valuable lead generator, but it comes in a variety of different forms. Cold emails are one of the most difficult formats, and most marketers are really struggling while trying to achieve a higher CTR. But what is a cold email? What makes it so demanding?

By definition, the cold email is an unsolicited e-mail that is sent to the receiver without prior contact or a request for information previously. That is exactly what makes this marketing channel complicated – the fact that you are sending it to the recipient who doesn’t have a clue about your business.

But there is a way to make it work. In this post, we will explain to you five golden rules on how to make your cold emails more engaging. Let’s check them out!

  1. Write a Great Subject Line

You must have heard it a thousand times before, but it’s just way too important to write a great subject line. This is particularly important for cold emails because receivers don’t recognize the sender, so you have to give them a good reason to read a message.

Keep the subject line clear and concise, immediately showing users what you want to say. There are all sorts of devices out there, so you better stick to the 45-character limit to make it fully visible. You can use all sorts of tricks, from humor to emojis, but make sure to align it with the expectations and preferences of your audience.

  1. Make It Personal

A typical customer wants to feel appreciated, which means you need to treat him with due respect. Personalization is the easiest way to achieve this goal, so you should use the first name while addressing the prospect.

According to the report, emails with the recipient’s name in the subject line can increase the open rate by over 22%. However, don’t make it sound pushy or even scary with too much of personalization. Explain how you found the recipient – social networks, Q&A websites, or some other source – and present it as the reason to send him a cold email.

  1. Prove Your Credibility

It’s totally legit to address previously unknown prospects, but you have to offer them something more than just a simple promise. In other words, you must prove professional authority and credibility. But how can you do it? For instance, you can use customer testimonials to show the satisfaction of your previous clients.

Another option is to name a few renowned partners from earlier projects. Or you could use a concrete statistical fact to demonstrate the success of your business. You can say something like: We will help you grow your social following by 60%. Numbers are always nice baits, so make sure to test them from time to time.

  1. Offer Free Content

Free content is the next step towards creating a perfect cold email. You need to offer receivers something valuable free of charge as a sign of good will and intentions. After all, you can’t expect them to make the first step and follow your call to action at once. Send them a free eBook, video guide, case study, or anything else you guess they might find interesting.

However, bear in mind that it must be high-quality content. You are probably creating a lot of superb stuff, but in case you are not sure, feel free to hire professional writing services or similar agencies to help you come up with the perfect content.

  1. Mind the Timing

Timing plays a critical role in email marketing. You have to understand the behavioral patterns of your target audience in order to determine the perfect send times, but there are already some general rules to make the decision easier.

Most studies prove that Thursday is the best day for email open rates, while early in the morning (up to 10 AM) is the most convenient period of the day. However, you don’t have to stick to this day exclusively. Generally speaking, every business days is good for cold emails, but you should definitely avoid weekends.


Cold emails have the potential to drastically improve lead generation, but only if you design a quality campaign. Our article showed you five golden rules on how to make your cold emails more engaging. With these tips, you will be able to craft impressive cold emails, so don’t forget to use them next time you launch a new campaign.

Audrey Lamp is a proactive journalist who likes to get knowledge, analyze and present fresh ideas. Her background and various interests determine her genuine passion for writing. Find her on Facebook and Twitter.

 Email stock photo by thodonal88/Shutterstock