How to write cold emails that get replies [+ templates]
I have written and sent hundreds of cold emails over the last five years.
Getting people to open, read, and respond to your email is not easy unless you know how to approach it. So, if you’ve ever tried cold emailing, you know how hard it is to get people to open your message, let alone reply to it.
This is even more difficult when you’re unsure what to say and how to say it.
You can’t control how busy someone is or whether they’ll reply. However, you can improve your chances by using the right strategy and writing your emails effectively.
One of my recent campaigns resulted in a call with a decision-maker at a company within exactly 27 hours and 35 minutes, following six initial cold emails.
How did that happen? By using clear writing, proven frameworks, and simple techniques that work.
In this guide, you’ll learn:
What cold emailing ‘really’ is and ‘why’ most people struggle with it
Cold email templates from Dauda Sulaimon of Skill Africa that ‘actually’ generated responses
Let’s start by understanding what cold emailing is.
What is cold emailing?
Samuel Sope describes it well:
“Cold emailing is the art of messaging a stranger (someone who doesn’t know you or hasn't heard about you before) to gain an interest. In this case, you want them to do what you want.”
Cold emailing helps you reach, connect with, and initiate conversations with people who may never find you otherwise. And it remains one of the most effective ways to win clients and create new opportunities. If you’re not using it, chances are others in your space already are.
It’s often used to start conversations, raise funds, pitch ideas, or offer services (or all sorts of things).
Some cold emails get replies right away. Others are ignored completely.
Break Cold suggests that cold email reply rates can reach 5% to 12%, particularly for well-crafted and targeted outreach
Meanwhile, an email filled with buzzwords and no clear ask often gets no replies at all.
Understanding what makes a cold email work can help you:
Write messages that feel personal
Get more opens and replies
Start real conversations that lead to opportunities
Avoid mistakes that cause people to ignore you
But before you can improve your cold emails, you need to understand how to make them work
Does cold emailing still work?
The big answer is yes, but only when done well.
Cold emailing will continue to deliver results. It remains more cost-effective than other outreach methods.
ProfitOutreach suggests that cold email campaigns can generate as much as $42 for every $1 spent, which is a much higher ROI compared to cold calling or trade shows.
ProspectOut also suggests that the typical reply rates fall between 5% and 12%, with well-executed campaigns reaching 15% or more, and exceptional campaigns achieving response rates of over 40%. On average, open rates hover around 20%, while response rates stay in the 8–10% range. Profit Outreach again points to 8.5% as the benchmark for a typical reply rate.
Success, however, depends heavily on how you approach it. Emails that feel personal, for example, those that use the recipient’s name, reference a specific detail, or offer relevant context, can improve response rates by more than 30%.
Following up also plays a big role; sending between three and six emails in a sequence often doubles or even triples the chances of getting a reply. The length of the email matters too. Keeping it short, ideally between 50–125 words or under 100 characters, tends to boost engagement and conversions.
Some users even share outstanding results. In one Reddit discussion, someone explained,
Another person said,
These insights highlight a key truth: quality and precision now matter far more than quantity.
In short, cold emailing still works in 2025, but only if it’s treated like a real conversation instead of spam. Personalization, timing, clarity, and thoughtful follow-ups separate effective outreach from ignored messages.
💡 Expert tip: Cold email is as simple as asking if they need your service. It doesn’t have to be serious, and neither should you overthink what to send to your prospect. Ensure you’re sending cold emails to someone who you believe needs your service, and be prepared to convince them.
5 reasons why you get no replies to your cold emails
What makes cold emails get ignored? There are a few simple mistakes that stop people from replying.
Here’s why your outreach isn’t working:
1. No personalization
Personalization is what makes a cold email feel real instead of robotic.
Stronger personalization increases the chances of receiving a reply. And better conversations with prospects.
Personalization in cold emails comes down to three key things:
Using the prospect’s name
Mentioning their company or role
Referencing something specific about them
Even a small detail can make a big difference. Backlinko suggests that emails with personalized message bodies have a 32.7% better response rate than those that don’t personalize their messages
Akeem Osungbade, the CEO of Oxgital Ltd, puts it best:
“Cold emails are more effective when they feel personal. Cold email should read like you’re talking to a friend, not trying to push something on them.”
2. Lengthy cold emails
Nobody wants to read a wall of text from a stranger. Long emails feel heavy and usually get skipped.
Shorter emails get more replies.
3. Multiple CTAs
Asking someone to do too many things at once can hurt your chances.
Things like:
"Book a call"
"Visit this website"
"Reply to this email"
"Download this file"
When prospects see all that, they often do nothing.
One clear call to action works better.
4. Emails not landing in primary inboxes
Where your email lands matters more than you think.
A message in the ‘Primary’ inbox gets seen. One in ‘Promotions’ or ‘Spam’ usually gets ignored.
To improve deliverability, set up your domain correctly, warm up your email, and avoid spammy language.
5. Email looks spammy
How your email looks can decide if it gets read or deleted. Big blocks of text and pushy sales words make it feel untrustworthy.
Clean formatting and a natural tone make it feel human and credible.
💡 Pro tip: Keep your message short, use a simple design, and write like you’re talking to one person.
5 ways to write cold emails that get replies
These aren't gimmicks or recycled scripts. Each cold email style below is backed by real replies and built around timeless principles: clarity, relevance, low friction, and value. Pick the one that fits your intent, and customize it for your target.
1. The “value-first case study pitch” cold email
This is a variation of the "free value offer" email. Specifically, it’s designed around the idea of offering free work in exchange for a case study/testimonial. It blends credibility with generosity and flips the usual pitch by emphasizing how the sender benefits, too.
Why this email works
This cold email is effective because it opens with authority, disarms with honesty, offers clear free value, frames the offer as mutually beneficial, and ends with a low-pressure call to action.
Template
Hey [First Name],
I’m a [your role] working with [credible group or niche]. I’m currently being mentored by [authority figure if relevant].
Honestly, I’m reaching out for selfish reasons…
I’m looking to grow by working with standout [niche] businesses like yours, and I’d love to support your [writing/content/design/etc] needs, free of charge for two weeks.
I’ll write high-converting [type of content: emails, website copy, etc.] you can use right away.
Why free?
I’d love to use this as a case study and build long-term relationships with great brands.
Let me know if you’d like to take a look!
Talk soon,
[Your Name]
2. The “soft ask referral” cold email
This falls under the “soft ask” style. It’s casual, non-pushy, and framed partly as a referral request (“you or anyone you know”). It’s subtle but still offers value and social proof.
Why this email works
This cold email is effective because it opens with a relevant personal hook, makes a low-pressure, referral-style ask, backs it up with results-based credibility, and concludes with a light invitation for a conversation.
Template
Hi [First Name],
Great to see you [personal hook like Tech event, LinkedIn post, webinars, etc.].
I was wondering if you or anyone in your network is looking for a solid [your role] to support with [core outcome or niche skill].
I ask because I’ve helped [credible example] go from [result A] to [result B], and I’m looking to support more great [industry] brands.
Could you let me know if it makes sense?
Best,
[Your Name]
3. The “free work for case study” cold email
This is another variation of the value-first + case study angle, where the sender offers free work to gain a testimonial or future leverage.
Why this email works
This cold email works because it combines credibility with a generous free offer, explains the sender’s motive transparently, promises useful deliverables, and ends with a soft call to action that invites a low-risk next step.
Template
Hey [First Name],
I’m a [your role] working with top [niche/industry] companies, and I’m currently being trained by [mentor or authority figure].
Honestly, I’m reaching out for selfish reasons. I’m looking to build case studies by doing high-converting work for standout [industry] brands like yours.
I’d love to write [type of copy/content] for you over the next two weeks, completely free, and you’ll get to keep everything I create, no strings attached.
I’ve already drafted a few pieces (emails + SEO content) that could help drive more traffic and sales
Would you like to take a look?
Talk soon,
[Your Name]
4. The “permission-based case study” cold email
Why this email works
It’s honest, value-first, low-risk, specific to the recipient, and framed as a win-win case study that feels personal and non-salesy.
Template
“Hey [First Name],
I’m a [your role] who’s worked with [impressive clients or training background].
Honestly, I’m reaching out for selfish reasons…
I’m expanding my portfolio in the [niche] space, and I’d love to work with you.
I’ll write [valuable service] over the next two weeks, and you can keep everything I create to reuse forever.
I’m being selfish because I’d love to use this as a case study.
Let me know if you’d like to take a look!
Talk soon,
[Your Name]”
5. The “simple question" cold email
Why this email works
It’s low-effort to read, personalized with company context, and framed as a yes/no question that creates zero friction to respond.
Template
“Hi [First Name],
Do you need a [role] who can support [team/function] with [specific pain point or task] at [Company Name]?
Regards,
[Your Name]”
6 elements to include in your cold email to get replies
Writing a cold email that gets ignored is easy.
Instead of just sending messages and hoping for replies, focus on six key elements that help you capture attention, build trust, and drive action.
1. Personalization
We touched on this earlier, but it’s worth stressing again:
Your cold emails must feel personal.
One of the best ways to do this is by showing the prospect you’re talking to them, not everyone else. A simple mention of their name, company, or something specific about their work makes your message stand out.
For example, if you write, “I saw the new campaign your team launched last month,” it feels genuine. But if you just say, “I help businesses like yours,” it sounds generic and forgettable.
As Meshia, the Founder of CBM Agency, puts it:
“The biggest mistake I see with cold emails is treating personalization like a mail merge. Real personalization means knowing the recipient’s business challenges and not just tossing their company name into the subject line.”
Personal details show effort, and effort builds trust.
2. Data
Your cold email should do more than make promises. It should prove them.
To build credibility with your prospect:
Use clear statistics that highlight the results others achieved
Add specific numbers instead of vague claims
Reference reliable sources or case studies
Show trends or insights that connect to your prospect’s situation
For credibility, the most important thing is evidence. Data makes your email harder to dismiss and easier to trust. If you only rely on broad statements, your message will feel weak.
For example, saying “Our clients grow fast” doesn’t carry weight. But saying “Our clients increased reply rates by 30% in 60 days” gives proof.
What’s the key takeaway?
Back your words with facts as shown below:
Numbers, stats, and insights make your outreach believable. Without them, your email is just another opinion.
3. Value proposition
Your cold email should clearly show what’s in it for the reader.
To make your value obvious:
Identify the main problem they face
Show how your product or service solves that problem
Highlight benefits they care about, not just features
Explain how they can save time, money, or effort
Keep the message short and easy to follow
For value to stand out, the key is clarity. If the reader cannot quickly see the benefit, they will ignore your email.
For example, saying “We provide marketing services” is too general. But saying, “We help businesses get 40% more leads without extra ad spend,” is a direct benefit.
Always lead with the value. Show the clear benefit they get, not just what you offer.
4. Social proof
Your cold email must show proof that you can deliver.
One of the best ways to achieve this is by sharing a testimonial, case study, or a brief example of results. These build trust and reduce doubt. When people see that you’ve helped others succeed, they feel more confident in choosing you.
For example, saying “We improve customer retention” sounds nice, but it’s not enough. If you add, “I helped a supermarket keep 4 out of 5 new customers coming back,” the impact feels real.
That kind of proof makes your message stronger and more believable.
Always back up your claims with results:
Show a clear example so the reader can see that you can deliver.
5. Conciseness
Cold emails are more effective when they are short and easy to read.
To keep your email under 125 words:
Stick to one clear message
Write in short, simple sentences
Remove filler or extra details
Show the benefit quickly
End with one clear next step
Cold email doesn't have to be serious. It can be as simple as just asking a question
6. Call to action
Your cold email must end with one clear and simple ask.
To write an effective closing line:
Choose one action you want them to take (book a call or reply with interest)
Avoid giving multiple options that cause hesitation
Keep the wording short and direct
Make sure the ask connects to the value you shared earlier
Remove extra details that distract from the next step
For your closing, simplicity is important. If the prospect is unsure about what to do next, they’re less likely to respond.
For instance, instead of saying, “Check my website, reply if you’re interested, or book a call,” keep it focused: “Are you available for a 15-minute call next week?”
One ask works best: when you guide the reader with a single clear action, you reduce friction and improve reply rates.
Ready to send cold emails?
Writing the right email can help you get replies and start real conversations.
(And even turn strangers into clients)
Remember these principles:
1. Keep it short: Under 125 words makes it easy to read. Again, keeping it short is as simple as asking them a simple question
2. Personalize: Mention something specific about the prospect
3. Show value: Make it clear what’s in it for them
4. Add proof: Use a quick stat or testimonial to build trust
5. End simple: One clear ask works better than many options
Cold emails that work are about making it easy for the other person to say “yes”.
Tired of sending cold emails that lead nowhere? Get the Smarketers Hub Cold pitching playbook that shows you how to frame messages that get replies from prospects. It comes with free, customizable templates and trackers to keep your pitching process organized.
