Three Keys to Writing an Effective Cold Email

by Emily Retherford

2 min read

Sending cold emails or pitches to potential clients is a great way to grow your freelance business. However, if your aren’t careful, a cold email may land in your reader’s spam folder, or not even get opened by your reader. To stand out from the crowd and keep your reader interested in what you’re saying, you need to craft an email that’s intriguing and straight to the point. Fortunately, by mastering these three keys, writing an outstanding cold email is simple.

Write an Enticing Subject Line

It takes around 100 milliseconds for someone to decide whether to open an email, according to the Freelancers Union. Because of this, your email subject line needs to be relevant, enticing, and genuine. Otherwise, the recipient could assume your email is spam, and not open it at all.

To create an intriguing subject line, consider using the company’s name and your intention. For example, if you’re a content strategist looking for freelance jobs, your subject line could say, “Company Name’s Content Marketing Plan.” Alternatively, you could create a subject line that appeals to the reader’s curiosity, highlights a specific benefit of your service, or makes a promise to your reader.

Create an Introduction That Focuses on Your Reader

When you send an unsolicited email, your reader is doing you a favour by reading it. It’s your job to write an email that’s worth reading. If your introduction is dull, chances are that your reader will close the email before reading the whole thing.

To write an attention-grabbing email introduction, consider focusing on your reader, the company, or a specific product. People love gushing — just remember to include a hint as to why you’re emailing your reader. For example, if you’re sending a cold email to a CEO of a backpack company in hopes of landing a freelance job writing blog content, you could write something like: “I absolutely love how your latest backpack features a wide variety of pockets to keep me organized. As a freelance copywriter, I really appreciate that it has enough space for all of my work essentials and added protection for my laptop.” An intro like this focuses on the reader, shows that you’re familiar with the company’s products, and tells the reader that you’re a freelance copywriter.

Show Off Your Freelancing Skills

To land a freelance job from a cold email, show your reader how hiring you will benefit the company. You need to prove your value. Consider pointing out an area where the company is lacking, and telling the reader how you can fix the problem. For example, if you’re browsing a website and you notice that the company’s blog isn’t regularly updated, you could say something like: “As I was browsing your website, I noticed that you don’t have a regularly updated blog. A blog that’s consistently updated can increase organic traffic to your company’s website and help you connect to your target audience on a more personal level.” Once you’ve established your value to the company, it’s easy to transition into highlighting your own credentials to prove you’re the right freelancer for the job.

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