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.
To get these introductions, use 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.
How to use cold email
When you reach out to people who don’t know you, many won’t reply.
That’s why it’s important to plan before sending your first email. Think about your goal and work backward.
For example, you want one new customer. You know that only 1 out of 10 people who see your demo buys something, then you’ll need 10 demos.
If only 1 in 20 people who get your email books a demo, you’ll need to send 200 emails to get one demo.
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, in the end, persistence, along with good targeting, will pay off.
That said, 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.
The success of your cold emails starts with who you’re sending them to. 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.
How to make a good first impression
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.
Then you can move onto the content of the email itself.
How to write a cold 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.
An example structure
Subject Line: Had to reach out about [specific detail]
Hi [First Name],
Hope this isn’t out of the blue, but I couldn’t help noticing [specific detail about their work – something genuinely interesting]. It’s not every day you see [compliment or insight about their work].
I’ve been working on [what you’re doing] to help solve [specific pain point], and thought it could be a fit for [their company].
You may have seen I helped [similar company] with [result], and I’d love to see if I could do something similar for you.
Just curious if you’d be open to a quick chat to see if it’s worth digging into further?
Cheers,
[Your Name]
[Your Contact Info]
Final thoughts
Sending cold emails isn’t something you can just do once and hope for the best.
You’ll probably need to send follow-ups, adjust your message, and fine-tune who you’re targeting before you start to see good results.
That’s why it’s important to keep track of every email you send. Jot down what responses you get and whether they lead to anything useful. A simple spreadsheet will do the trick.
Cold emails might not have the trust factor of a warm introduction, but if you get them right, they can still lead to exciting new opportunities. It’s a process that takes time, but the rewards can be well worth it.
And don’t forget, the people you’re emailing are just people. They’re busy, they’re careful about what they respond to, and they don’t owe you a reply.
But if you take the time to craft a thoughtful, well-written email, it could be the start of a valuable connection for both of you.
