What makes a good cold email?

Effective cold emails share common characteristics regardless of industry or offering.

Essential elements:

Relevance: Clear reason why you're contacting this specific person

Brevity: Short enough to read in 30 seconds or less

Value: What's in it for them, not just what you want

Clarity: One clear ask or next step

Personalization: Evidence you know who they are and why this matters to them

What to include:

Brief introduction of who you are

Specific reason for contact

Relevant value proposition

Simple call to action

Professional signature with contact info

What to avoid:

Long paragraphs explaining your company history

Multiple asks or confusing next steps

Generic language that could apply to anyone

Aggressive or manipulative tactics

Excessive formatting or images

The best cold emails feel like they came from a real person with a real reason to connect. They open a door rather than trying to break one down.