Cold Email Outreach (Template)

I generally don’t advocate using cold email for outreach. I do however love email as a marketing channel!

Assuming you’re gained trust and are building a real relationship, email is a fantastically direct channel. For outreach though, there are definitely times you need to blast out an email to a new potential connection. The numbers game of sales, right!

Here’s a blueprint for that scenario. 

Notes

  • You should absolutely have a valid reason for contacting this prospect.
  • Try to use their work email. In this context, cold outreach is more acceptable.
  • If you can only use their personal email, be very respectful.
  • Go through a common connection if possible. This almost doubles your chances of success.
  • Referring to the numbers game, you'll probably have to send out 1000 emails to get 1 sale. 
  • Keep it light, personal, non-technical, non-corporate. Email them like you would a friend. Keep it casual. #beafriend
  • Keep it brief and to the point. 
  • Enjoy ;)

Template

Hi NAME,

I found you on X (platform, FB, LinkedIn, blog, etc) and I liked what you did with Y* (article, comment, post) so decided to reach out. 

*must appeal to their displayed struggle with problem/solution paradigm. This is your real reason for reaching out.

I’m working on a THEME project and would really appreciate your opinion: (link)

Looking to launch on DATE but would really like your honest feedback before then. 

I'm sure you’re busy, so a quick one-liner reply to this email will do! 

If you’re happy to chat for 15 minutes to go a little deeper: how’s DATE/TIME (link) or DATE/TIME (link).

Best regards,
NAME

More notes

  • You've interrupted their day. You'd better pray your real reason is compelling enough for them to respond.
  • Offer 2 times to meet up, with embedded links. This is your Call to Action (CTA)
  • 70% of tentative calendar bookings are fulfilled!

How to embed a calendar event from Google Calendar

1. Create an event in Google Calendar

 
Google Calendar Example Event.png
 

2. Hit the 3 dots on finished event to bring up the Publish event dialogue

 
Googel Calendar Publish Event.png
 

3. Copy link

4. Embed in email at appropriate times

Bringing it all together

Hi Ryan,

I found you through Quora and I really liked what you were saying about the freshness of the grind in relation to traveling with coffee.

I’m working on a coffee project and would appreciate your opinion: https://www.validation.run/nomad-coffee-kit 

Looking to launch on February 15 but would really like your honest feedback before then.

I'm sure you’re busy, so a quick one-liner reply to this email will do! 

If you’re happy to chat for 15 minutes to go a little deeper: how’s Thursday 1/18 at 10:45am ET, or Friday 1/19 at 3:15pm ET.

Best regards,
Michael

Wrap up

Your goal here is to get a response, not make a sale - that will come later. This is the first step in building the relationship. There is no trick here. You are genuinely asking for their input, and beginning the dialogue, on a topic that should be relevant to both of you. And if you're lucky enough, you may get a collaboration out of it. 


90 Day Content Challenge: Day 15