You’ve probably heard the cynicism, ‘Cold emails are not welcome’, or ‘it might just end up in their junk folder’. It’s enough to make you hesitate.

And, you’ve got a reputation to hold. 

But here’s the truth: despite the explosion of LinkedIn DMs, cold calls, and paid social ads, the traditional email remains one of the most effective ways to reach decision-makers. 

In fact, cold emails still boast an average open rate between 20% to 50%, with reply rates around 5%. But – when done right, a cold email can kickstart conversations, open new opportunities, and build relationships with brands that at first seemed out of reach.

The key? It’s not just sending cold emails, it’s crafting them thoughtfully and executing it consistently. 

Massmailing out, personalisation in! 

In a crowded inbox, generic messages are easy to ignore. But when you show a prospect you’ve done your homework, understanding their business, challenges, and goals, your chances of getting a response rises significantly. Personalised emails see a 29% higher open rate and 41% higher click-through rate than non-personalised ones, making it clear that relevance drives results.

Start with research that goes beyond their website. Check LinkedIn, recent press, and interviews. Look for personal or professional updates, maybe they just ran the London Marathon or launched a new campaign. A small, thoughtful reference can create an instant connection.

These personal touches show authenticity and genuine interest, proving you’re not just another cold emailer, but a real human who values building meaningful relationships.

Matching their energy

So you’ve tried to get to know the prospect as much as you can, but let’s face it – sometimes they really give you nothing. Their LinkedIn bio is obviously written by ChatGPT, and their most recent activity was them congratulating a friend on their new role, five months ago.

Let’s focus on the main reason why you want to work with that brand. What is it about the brand that aligns so perfectly with your agency and how can we tie that in together? 

Don’t overthink it. Put yourself in their shoes, but keep your creative cap on. What is it that they want, and what can you give to them? Keep it real, no buzzwords, just conversational. Remember they are people just like you, and you know the saying people buy from people. 

Shooting your shot

Last, but certainly not least, you’re here to ask them for a time to chat. It can be the most daunting bit, especially after all those sparks flying. You don’t know their schedule, so let’s make their life a tad bit easier and suggest a date – shooting your shot. 

Now that you’ve written your email, read it again, read it out loud, but don’t read too much into. And now…

Now, press send.

Expertly written by Akif Khairul & Nikole Orbeta

ARE YOU READY TO POWER UP YOUR NEW BUSINESS EMAIL STRATEGY?

If you’re looking at how you can implement these techniques into your new business strategy for 2025, or are interested in how our lead generation services can support your agency’s growth, email:  sam.wheatman@thefuturefactory.co.uk and let’s chat.

LOOKING TO LAND MORE NEW BUSINESS MEETINGS?

Our ‘Winning new business via call and email’ training workshop is here to help you do exactly that. Check out all the details on our new business training here.