Cold mail: 10 strategies to attract customers today

Cold mail: 10 strategies to attract customers today

cold mail

For years, copywriters have used basic scientific principles of persuasion and influence to create a range of writing techniques that reliably draw readers to their content. Many of these formulas work perfectly and are constantly applied to the best cold emails.

In this text, we will present the definition of cold mail and practices that make any cold mail more interesting. Below are also ten cold mail models that can take your business to the next level.

So, let’s learn about the most valuable emails on the market?

What is cold mail?

Cold mail is any email sent to a potential customer who does not have an existing connection to you.

Here’s a simple way to think about it:

If you send an email to someone you’ve never met through a publicly available email address, it’s cold mail. Or…

If you send an email to an influencer you’ve never met asking for feedback on an article, it’s cold mail.

These emails must include:

  • Your real name.
  • Your contact information: title, website, social media profiles, phone number, etc.
  • Personalized content for the recipient.
  • A specific request.
  • A conversation starter rather than a prompt to act quickly.

Cold emails are also:

  • Usually sent from one company to another, or from an individual to a public figure, such as a journalist, influencer, or editor.
  • And they don’t always have a business motive.

Cold mail is a personal, individual conversation.

It’s like a cold call, but less intrusive and irritating.

A cold mail is like sending an email to a business acquaintance, except that the recipient doesn’t necessarily know you that way, if at all.

You send them to get guest posting guidelines from editors, to get feedback from an influencer, or to start a conversation with a potential customer.

Is Cold Mail Spam?

Cold mail and spam are opposites.

Here’s why…


  • use a false name
  • Does not include contact information
  • It is not personalized (the same email is sent to multiple people)
  • You don’t want to start a conversation; instead, it typically targets a direct purchase
  • has a commercial motive

As you can see, everything that spam does, cold mail rejects, because the purpose of cold mail is precisely to create a connection with the reader.

The golden rules for convincing cold mail

  1. Catchy subject line and first line – you want to grab the recipient’s attention and avoid getting caught in the SPAM filters. 4 words or less is ideal.
  2. Short and to the point – four to six sentences maximum is recommended. Of course, it may vary depending on your email template.
  3. Personalized email, not just “personalization” – it ‘s important to use proper send merges, but carrying forward something more direct about the recipient helps your cold mail stand out even more.
  4. It’s all about them…not you – replace every “I” and “we” with “you”. This will force you to change the tone of the email to focus on the recipient and not serve yourself.
  5. Value simply – if you can’t explain what you do and why you’re great in a sentence or two, then you need to go back and better understand your business and what it brings to the table.
  6. Value delivered before the call – are you really delivering value to your message first? Or are you just coming in and hoping to get some time with them? Bring value before a question.
  7. No obvious warning signs – bad grammar, obvious sales or marketing arguments, and bad customization are some of the obvious warning signs that will delete you or, worse yet, send you to spam in the blink of an eye.
  8. It’s not an obvious fixed model – with more and more companies adopting cold mail as their lead generation strategy, your potential customers see these emails more often. Make sure yours stands out.
  9. Easy call to action – don’t ask to book an appointment in your first email. Just try to start the conversation.

Finally, below are the top ten formulas we’ve found. Try it out and see how they can improve your response rates.

Don’t copy them, use them as the basis for your business model and adapt it so that it conveys exactly what you want.

1 – Before and After the Bridge 

Before – here is your world now

Then – imagine what the world would be like if you solved this problem

Bridge – See how to get there

Open by describing an issue relevant to your prospect, then describe how the world would be different if that issue didn’t exist. Close by explaining how your product/idea/service can help them get there.

Why it works: According to behavioral psychologists, humans are motivated to act by two things: pleasure and pain. The formula in this email uses this universal trigger to get readers to respond.

2 – Agitation and Troubleshooting 

Problem – Identify a trouble spot

Shake – Shake this pain point

Solution – Offer a solution

Rather than imagining life without the problem, this model draws attention to the problems and explains how your product is the obvious solution to that question.

Why It Works: Because pain is even more motivating than pleasure. People want to avoid unnecessary hassles, hassles and burdens.

3 – Star-Chain-Call

Estrela – The great idea

Chain – A series of facts, sources, reasons and benefits

Call – The Action Plan

Present your idea with an eye-catching opening. Create a chain of facts, sources and benefits to build credibility and turn attention into interest. Then connect them with a call to action that makes it easy to perform the next desired step.

Why it works: The key element in this formula is the chain. By introducing proof points that lend credibility to your argument, you’re more likely to convince someone to move forward.

4 – But you are free

You’re looking at one of the most effective persuasion techniques out there. Make a request and tell your potential customer, “but you are free to do whatever you want.”

Why it works: If you let someone out, you’ll double the chance they’ll say yes. This practical persuasion tactic is supported by 42 psychological studies on more than 22,000 people.

5 – Attention-Interest-Desire-Action

Attention – get the reader’s attention.

Interest – customize his interests.

Desire – create desire for what you are offering.

Action – Ask for an answer.

Why it works and model: 

Attention: The subject and opening line attract the reader by asking a relevant and important question.

Interest: This piqued her interest, providing statistics or data on why she should get involved.

Desire: The fear of losing something increases our desire for it.

Action: There is clear guidance on what she should do after reading the email.

6 – Star-History-Solution

Star – The main character of your email. It could be you, your prospect, a product, and so on.

Story – Talks about how the star faces the same problem that your market faces.

Solution – An explanation of how the star wins in the end.

Why it works: When we read a story, our brains act as if we were living it.

That’s because the brain doesn’t make much distinction between reading about an experience and finding it in real life. In each case, the same neurological regions are stimulated.

Used in a cold mail, stories help your reader quickly understand the idea of ​​selling them. You’ll get their attention and create an emotional connection that makes it easy to respond.

7 – The Reader’s Digest Model

In 1961, legendary editor John Caples analyzed the American newspaper Reader’s Digest to discover its secrets to deceiving readers in the opening paragraph. He found that the most successful articles:

  • are full of facts
  • are concise
  • are specific
  • Contains few adjectives
  • arouses curiosity

Why it works: A compelling introduction makes a difference whether your email gets a response or is ignored.

8 – The BDB plan

Brief – Be brief

Direct – Get to the point

Basic – keep it simple

From Gregory Ciotti of Help Scout, this technique is similar to the Reader’s Digest model, giving the reader a clear sense of who you are and what you want from them. It adds this key element: Be blunt .

Being frank doesn’t mean not being persuasive, it simply means getting to the point without trying to be smart. Stories and jokes are essential for other forms of writing, but NOT for emails. Get encouragement on why the other person should respond right away.

Why it works: Studies show that shorter emails result in faster response time. If you make someone think about what they’re asking, it’s just another item on their to-do list.

9 – Praise-Image-Action

Praise – open with a sincere and respectful compliment;

Image – Use cause and effect reasoning to create an image describing how your product/service / idea will be delivered;

Action – ask them to commit;

Why It Works: The “3P” cold email formula is rooted in psychology.

Praise – For the brain, receiving a compliment is as much a social reward as receiving money.

Image – Studies show that when a person explains cause and effect, he builds trust and gives more weight to the argument.

Action – Explain some, but not all, of what the reader will get if they respond. It’s what we don’t know that makes us want to investigate, discover, and agree to learn more.

10 – Consciousness-Understanding-Conviction-Action (CCCA)

Awareness – present the situation or problem.

Understanding – describe how this will impact them.

Conviction – Create desire by explaining how your solution solves the problem.

Action – Ask for an answer.

Why it works: This method may seem similar to method 5, but the “Understanding” and “Conviction” aspects take into account the importance of clarity and, at the same time, suggest certainty.

Your cold mail

The idea of ​​these 10 cold mail templates is not to present a completely worded and chewed email for you to use, because that would not be a positive thing.

Imagine if a reader receives two identical emails from different companies? The credibility of both companies would disappear in the eyes of the reader.

With this in mind, we organized a script for each of the cold mails, with the main idea of ​​what should be sent in the messages.

Once you’ve found what’s right for you, just let your imagination run wild and create the perfect cold mail for your business. It’s also okay to mix up the ideas.

Silly mistakes can cause your campaign to fail, so pay attention to the details.

It won’t take hours and hours of studying and reading. Simply follow the instructions, adapt to your model, and voila!

Good sales!


For years, copywriters have used basic scientific principles of persuasion and influence to create a range of writing techniques that reliably draw readers to their content. Many of these formulas work perfectly and are constantly applied to the best cold emails. In this text, we will present the definition of cold mail and practices that…