7 proven tips for startups writing cold emails – that actually get responses!

Building a startup or running a business is hard enough, but getting your foot in the door with potential customers or partners can feel like an insurmountable challenge.

One of the most powerful ways to break through is through a warm introduction – leveraging your network to get a direct connection to someone who can make a difference.

But what happens when your network doesn’t have the right people, or worse, when you don’t have a network at all?

Startups live or die by their ability to gain traction quickly, and cold emailing is one of the oldest but most effective tools in the entrepreneur’s toolkit to get in front of the people who matter.

Cold emailing is more than just a spray-and-pray method of outreach. It’s a strategic art that can open doors for partnerships, sales, investments, and mentorships—if done right.

In this article, I’ll walk you through the principles of writing effective cold emails that win customers and get results.

Before we start, let’s talk about the best option: warm intros

If you can get a warm introduction, you’ll instantly increase your chances of success.

A warm intro leverages the trust that already exists between your contact and the person you’re trying to reach. It’s much easier for someone to say "yes" when they know you’ve been vetted by someone they trust.

So how do you secure these warm intros?

The key is leveraging your network. Start with platforms like LinkedIn, school alumni networks, and employer alumni networks. You’d be surprised how often a few connections can make all the difference.

If you’re aiming for a specific company, try to find mutual connections. Send them a thoughtful message asking if they would be willing to introduce you. You need to make it easy for your connection to help you—don’t make them work to figure out why you want the introduction or what you’re asking for.

That said, warm intros aren’t always possible. Sometimes, you’re venturing into new territory where you don’t know anyone. That’s where cold emails come in.

Cold email is a game of numbers and strategy

When you’re reaching out to people who don’t know you, most won’t respond.

This is why it’s important to understand your sales funnel before you even send your first email. Work backward from your ultimate goal.

For example, if you need one new customer and your product demo-to-sale conversion rate is 10%, you know that for every 10 people who attend a demo, one will become a customer. If only 25% of the people who receive your email sign up for a demo, you’ll need to send 40 emails just to get one demo. Multiply that by 10, and you’re looking at 400 emails to secure a single sale.

Numbers like these can seem daunting, but this is why cold emailing requires both volume and patience. It’s easy to get discouraged when your initial emails go unanswered, but persistence, along with good targeting, will eventually pay off.

Why you should target quality over quantity

The effectiveness of your cold emails starts with who you’re sending them to.

One of the most common mistakes people make is thinking that cold emailing is a volume game alone. Blasting hundreds of generic emails won’t get you very far. Instead, take the time to target the right prospects.

Do your research. Who are the decision-makers? What problems do they have that your product or service solves?

Over time, you’ll develop a more refined sense of who to target and what pain points resonate most with them. You’ll also learn to recognise patterns in their needs, which allows you to qualify leads more effectively.

The first impression: Subject line, name, and preview

When someone receives your email, they see three things: the sender’s name, the subject line, and the first sentence of the email.

These are your first (and sometimes only) opportunities to capture attention.

• Sender’s name: Use your real name—not your company name. People are more likely to open emails from individuals than from faceless organisations.
• Subject line: Keep it short and relevant. Subject lines like “Quick question” or “Can I get your advice?” are intriguing and feel human. They invite curiosity and don’t feel like spam.
• Preview text: The first sentence of your email is crucial. It should immediately give the recipient a reason to keep reading. Personalise it, mention something specific about their company, or acknowledge a mutual connection.

Write the email: 7 key tips to get a response

Tip 1. Have a focused goal: Each email should have one clear, focused goal. Do you want a reply? A meeting? A demo signup? Whatever it is, your entire email should drive toward that single action. Multiple asks can overwhelm the recipient and reduce the likelihood of any response.

Tip 2. Be human: Nobody likes receiving cold emails that feel like they were written by a robot. Add some humanity to your email by being informal and expressing genuine emotion. You could say something like, “I’d really appreciate your advice” or “Thanks a ton for taking the time to read this.” Small things, like the occasional typo or lowercase letters, can also make your email feel more authentic.

Tip 3. Personalise: Generic emails are easy to spot, and people are quick to ignore them. Personalisation goes a long way in cold emails. Mention the recipient’s name, reference something specific about their company or role, and show that you’ve done your homework. If you reference a shared connection or something the recipient has achieved, they’ll be much more inclined to respond.

Tip 4. Keep it short: Most people check their emails on their phones, so brevity is key. Stick to a few short sentences. You don’t need to tell your entire life story—just enough to spark their interest. The shorter and clearer your email, the easier it is for the recipient to respond quickly.

Tip 5. Be credible: If you’re connected to a well-known organisation or have worked with recognisable clients, mention it. Credibility matters. Listing a few well-known customers or highlighting your affiliation with a reputable institution builds trust and increases the likelihood that the recipient will take you seriously.

Tip 6. Make it about them: Your email should focus on how you can help the recipient, not on why they should care about you. Speak directly to their pain points and frame your message around how you can solve their problem. If you make it about you and your goals, they’re more likely to ignore it.

Tip 7. Have a clear call to action: End your email with a simple, clear call to action. “Can we schedule a quick call?” or “Reply to this email if you’re interested” works well. The call to action should be a standalone sentence so it’s easy for the recipient to see when scanning the email.

Your persistence will pay off

Cold emailing is not a one-time effort. It requires persistence and constant iteration.

You’ll likely need to send follow-up emails, tweak your messaging, and refine your targeting before you start seeing results.

That’s why you should track every message you send, noting the responses and whether they lead to a successful outcome. A simple spreadsheet works wonders here.

While cold emails may not have the built-in trust of a warm introduction, they can still open doors to new opportunities when done correctly. It’s a long game, but the payoff can be huge.

Remember, the people you’re reaching out to are just that—people. They’re busy, they’re selective, and they don’t owe you anything.

But with the right approach, a well-crafted cold email can be the first step toward building a relationship that’s beneficial to both sides.