Overview
Cold emails have earned a reputation for low response rates and even lower levels of personalization. With industry averages showing open rates around 6% and reply rates barely reaching 1%, it’s no wonder that most sales professionals struggle to get noticed. But what if you could stand out dramatically in executive inboxes by writing better emails? This article explores a proven framework for crafting cold emails that get real engagement—from subject line to signature.
Understanding the Email Landscape
Executives are flooded with generic sales emails that begin with subject lines like “Quick intro” or “Available to chat?.” The problem? These say nothing specific and scream one thing: “I’m trying to sell you something.” The result is predictably dismal open and reply rates.
But when you approach cold outreach with personalization in mind—what expert Sam McKenna calls “Show Me You Know Me”—you can raise open rates to 43% and reply rates to 20%. That’s a massive opportunity in a digital inbox cluttered with sameness.
The Power of a Personalized Subject Line
The subject line is the make-or-break moment. In just a few words, you’re trying to get a busy executive to stop and click. McKenna recommends crafting subject lines that may not make sense to most, but make perfect sense to your specific target. This piques curiosity and signals genuine effort.
Best practices for subject lines include:
- Reference shared connections or history, like alma maters or previous companies.
- Use plus (+) signs to separate ideas and create intrigue.
- Longer subject lines are okay—don’t sacrifice clarity for brevity.
Example: Switzerland + liip cheeseburger + [Your Company Name] — this bizarre combination makes no sense to most, but if you’re like McKenna (who was born in Switzerland and talks about cheeseburgers a lot), it instantly connects and generates curiosity.
Create a Strong First Line
Once the subject line gets the open, the first sentence needs to convert interest into engagement. Known as the “preview text,” this snippet shows beneath the subject line in most inboxes.
Two effective approaches include:
- Soft introduction: “Hi [Name], we have yet to be properly introduced, but I’m [Your Name].” This adds warmth and sets the stage for familiarity.
- Direct personalization: Dive into something specific you learned about them. “I saw your post about your dog Sprinkles — I have a golden retriever named Max.”
This kind of connection isn’t just about being nice—it builds trust and shows you did your homework.
Value Proposition: Focus on the Problem You Solve
Here’s where most emails fall short—they talk about what the sender does, not the problem they solve. Most recipients don’t care about your features or accolades. They care about whether you can make their life easier.
Example: Instead of saying “We offer LinkedIn Sales Navigator training,” say:
If you’re anything like our clients, your usage rate of LinkedIn Sales Navigator hovers around 5%. We can train your teams to bring that number up significantly.
Then, preemptively address the common objection. For instance, a prospect might say, “We already have a LinkedIn success manager.” Your rebuttal could be:
You likely have a customer success manager at LinkedIn. But rather than teaching what buttons to push, we focus on how to strategically use the tool to close deals—just like we did when leading teams at LinkedIn.
How to Close the Email
The close is your opportunity to tee up a next step—but many people get this wrong. Avoid calendar links or overly specific times like “Do you have 15 minutes tomorrow?” These tactics come off as presumptive and self-serving.
Instead, try this:
Do you have time over the next week or two to learn more? Let me know what works for you, and I’ll send a calendar invite along accordingly.
This approach is courteous, flexible, and surprisingly rare. It prioritizes their schedule while helping you maintain control over setting the meeting.
Putting It All Together
When formatted strategically, your cold email should look like this:
- Subject Line: Intriguing, personalized, connection-based
- First Line: Introduction or direct personalization
- Value Proposition: What problem you fix, not what you do
- Address Objections: Predict and counter them early
- Closing: Flexible, courteous ask to talk
Conclusion
Cold emails don’t have to disappear into the void. When crafted with intention, personalization, and strategy, they can spark meaningful conversations with high-level prospects. Forget the “quick intro” subject lines and vague pitches—instead, embrace the power of relevance, empathy, and creativity. Start writing just 20 high-quality emails per week with these principles in mind, and you’ll see a measurable boost in both replies and relationships.
Note: This blog is written and based on a YouTube video. Orignal source video link 🔗 https://www.youtube.com/watch?v=ydsMxs2yeos
