A lot of first-time founders often ask me advice on how to craft cold emails to potential customers that actually work. Over the years, I’ve tried various experiments — here’s the distillation of all my suggestions into one template below.
The ultimate cold email / DM ingredients:
You don’t have to have all these components but pick a few & craft a powerful email / DM
A: Open with 1-2 lines of something that makes sure the potential client likes you
- by earnestly complimenting a specific part of their work — either their recent milestone or the quality of their work
B: Why him/her? Relevancy and fit to their current goals and priorities
- Make an effort to take a guess at what their goal could be (this will get better as you talk to many clients)
C: Highlight the clear BENEFIT to the client - make it super super obvious in BOLD
- save money, time or boost their reputation
D: Show your “social proof” or testimonials of others they respect and view as peers
E: Present your ask clearly. Then offer an easy exit door too. (No strings attached).
F: Remove friction to act, make it easy to get started — add a super simple next step. Offer to help them get started yourself.
G: Raise the stakes - if they don’t accept the offer, what will they potentially miss out on?
- Create urgency (offer any limited edition time-sensitive deal etc)
H: Thank them
The order of the components is also up to you. Sometimes, I do A, E, B and so on. Mix it up and learn as you go! Test it with friends and peers. All the best ✨
Your outbound emails should teach you about the 4 core tenets of customer acquisition:
1. Can they afford it? (your service or product)
2. Do they trust me/the company?
3. Is there a real business need?
4. Is it urgent enough for them to act?
- Great resource from Ankur Warikoo: https://x.com/warikoo/status/1377827947378208775?s=46&t=3M0KdWHI2R4FjKbL-WWA5A
- Great cold email applying for a job https://x.com/thedanigrant/status/1729885480404267423?s=46&t=3M0KdWHI2R4FjKbL-WWA5A
- Simple cold email pitching a SaaS (Outseta) https://x.com/geofftroberts/status/1729611805150887942?s=46&t=3M0KdWHI2R4FjKbL-WWA5A