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Lead Generation & Research

Cold Emailing: Improve Your B2B Communication

If you want to sell your product or service, you need to use an integrated approach. This way, you can spread the word about yourself and attract potential buyers who want to know more about your services.

Knowing your target audience, you can choose communication channels that allow you to deliver data to users. Communication with customers is essential, and here it is worth remembering about cold emailing because it is one of the most productive methods.

However, a lot of companies often have difficulties with cold mailing. Therefore, we have collected all the essential information for you.

What is Cold Emailing?

A cold email is an initial mass email sent to a recipient to gain a commercial benefit, improve sales, find more business opportunities, or for any other dual-sided gain.

In a nutshell, when you send an email to someone you don't know for any specific reason, this is exactly a cold email meaning. These emails are designed to build relationships with potential customers and move them forward in the sales funnel.

Moreover, cold email is a popular B2B communication method. And all because most people prefer sales reps to contact them via email. 

Specialists from various fields love cold emailing. And big companies like Uber and GoDaddy use them as their primary method of communication.

To see a clear cold email example, you just need to look at your mailbox. There is a high chance that you'll find an email in which a sales rep demonstrates their product and wants to get in touch with you.

Cold Emailing: then and now

A cold email has come a long way since it was first used in sales. Previously, it was used only to offer something to customers. And one message was sent to a group of people bypassing personalization and segmentation. Surprisingly, this worked well for mass sales, but the effectiveness began to fall over time.

Now the approach to sending cold emails has changed a lot. A cold emailing campaign with indifferent messages is doomed to failure. Nowadays, it's all about building a relationship with a prospect. The cold email copy should target the recipient, not your product or service. From the first letter, the potential client should feel that you understand their business and its problems.

Cold Emailing Evolution

Why are Cold Emailing Campaigns Important?

The digitalization of the whole world is actively going on. Every person has an e-mail and uses it for work and everyday life. So, the popularity of email marketing, including cold emailing, is growing.

But why does a company need cold marketing, and in which areas will it be incredibly successful? Let's find out.

  • Lead generation

It is the most common reason for cold emails. Most marketers use emails as their primary lead generation channel. All you need is just the addresses of potential customers in your target market. 

The most significant advantage of cold emailing is that it is highly targeted. That means you’re only focusing on an audience interested in your service. You can reach out to the prospects and make them aware of your product.

  • Brand awareness

Cold emails help build brand awareness due to the nature of the email. They are generally targeted to prospects who have never interacted with your brand before but might find value in using your services. By using personalized cold emails, you can reach potential customers and increase your visibility.

  • Sales 

Cold email is widely used as the first step in sales when a sales rep is trying to connect with a potential customer.

  • Networking

A good salesperson knows how vital networking is these days. It is not always possible to meet professionals face to face, but this should not limit your communication.

A cold email is an excellent instrument for communication as well. It will allow you to share a brief introduction to yourself and your company as if you were meeting in person. And if the recipient likes your honest efforts, they can contact you and help expand your network.

  • Market research 

Cold email is an excellent way to do research and identify pain points in your target market or validate a startup idea.

  • Scalability

You can target an unlimited number of leads using a cold email strategy. Based on your success, you can strategically plan your following email. The instrument will help you reach thousands of potential customers in a day.

  • Invitation 

With cold emails, you can invite people to your seminars or webinars. This way, you have the opportunity to build productive relationships with your audience.

  • Recruiting 

The people you need may be working for someone else but are looking for other opportunities. LinkedIn and cold email are the best ways to reach them.

The goal, in this case, is not instant conversion but building relationships from strangers to business partners. In other words, this way, you can warm up the leads little by little.

Is Cold Email Effective in 2022?

As we said above, cold email has been around for a long time and is growing in popularity. 

Such an approach expands the reach of your potential customers worldwide. It's an ongoing and friendly process of turning your cold leads into marketing-qualified leads. 

Cold emails are still on the rise. They significantly increase your productivity and workflow. Business owners and top executives are fond of using this approach. It is what keeps cold emailing popular in 2022.

Email Usage - Growth Trajectory

  • Email use is on the rise

A Technology Market Research Firm’s study showed that 333 billion emails are sent daily. And this figure continues to grow.

That is why it is important not to miss the opportunities of email marketing, including cold email campaigns, to achieve the best result and be successful in 2022.

  • B2B top executives adore cold email

Businesspeople and design makers are obsessed with email. They prefer to receive emails instead of phone calls. 

Top executives regularly check their mailboxes. And it is just proof that your letter is likely to be opened and read. And if it's done well, it will grab the attention of your target audience.

  • Your productivity increases with cold emailing

Using cold email tools, you can measure the effectiveness of your emails and make the necessary adjustments later on based on your prospect's behavior.

In addition, the obvious fact is that well-targeted cold emails will attract numerous customers. This way, your sales and productivity won't drop.

How to Write a Cold Email?

Here is a complete step-by-step guide on how to write a cold email. We recommend doing each step in the correct order, especially if it is your first cold email campaign.

Cold Emailing Check List

1. Fine-tune the “from” line

The “from” line is an essential part of cold outreach, just like the email body, and plays an important role. It shows the real sender to the person receiving the email. "From" allows predisposing the prospective buyer. It is the first thing they pay attention to. They may even delete our email without opening it if the first impression is not right. Before sending new cold emails, you can always change the "from" line.

There are at least 5 possible options for the ‘’from’’ line.

  1. First name (Michael)
  2. First name + Last name (Michael Maximoff)
  3. First name + Last name, Position (Michael Maximoff, Founder))
  4. First name + the Company name (Michael at
  5. First name + Last name + the Company name (Michael Maximoff at

The choice of the line should be made depending on your target group and the goals you are pursuing. It can be marketing cooperation or buying and selling. There are a few rules when it comes to choosing between lines.

Rules to use when editing the “from” line:

  1. Find your own line - don't blindly follow advice on the internet. You know best what your customers need and want to see.
  2. Be consistent - it should not differ in style from the rest of the letter. If you use an informal tone throughout your email, you may include the first name + company name, and you’ll be all set.
  3. Look from the perspective of a potential client - ask yourself what you would like to see in your inbox. How would you like to be addressed?

2. Come up with a catchy subject line

A cold email subject is an equally essential part. The subject line is the next thing the client looks at. That's why we need to make it a good one. A skeptical attitude is what you get if you write the subject line poorly. Your email may not be opened or even thrown into spam.

It can be avoided by following these rules:

  • Consider your prospect’s point of view - consider what benefit is declared in your subject. What will the recipients get after opening your email? How does it match their needs?
  • Personalize it - do not promote yourself on the subject. On the contrary, use this line to grab the attention and prove to the addressee that you planned to contact them.
  • Intrigue them - grab the attention of leads with flattery or potential fruitful cooperation in the future.
  • Be a human - the text must seem as natural as possible. When you write it, note that a real person will read your letter.
  • Link it to the main text of the email - do not digress too much from the letter topic. Otherwise, it may seem like clickbait.

3. Write a smart introduction

After the recipient opens the letter, you have a couple of seconds to attract attention. It is necessary so that the client reads more than two lines. And it is where a catchy introduction comes in handy. Writing about the company right away is a mistake; it can lead to spam folders. Instead, it is better to directly address the message to recipients, their expertise, achievements, work, and company. That’s how you catch their attention.

A cold email introduction should be less than three sentences. Also, stay in the professional field and don’t ask something too personal. Also, a subtle hint of flattery may be very beneficial for building a connection, but don’t overdo it.

4.Choosethebest time to send the email

Time of the day & time of the week are the key aspects you have to focus on when deciding about timing. The right choice of sending can provide you with a positive response. So, never send emails in the early morning, as those will look weird in the prospect’s inbox. Also, consider time zones if you target multiple regions.

If you’re trying to reach business executives, Tuesdays and Thursdays are usually seen as the best response days in a week. Marketers say these are the best days for B2B emailing. Obviously, sending B2B messages on weekends is definitely the wrong strategy.

5.Add a call-to-action at the end

You've got your cold email almost perfect. Just a couple more touches to go.

Now your task is to create a call to action (CTA). Its goal is to convince customers to perform a useful action. The main thing is the simplicity and directness of the text. By sticking to this, feedback is more likely to come. It greatly speeds up the process of turning a potential buyer into a satisfied customer.

A good СTA should be:

  • Сlear – try to write what you want in one sentence and clearly show it to the recipient.
  • Brief – it shouldn’t take more than a single sentence so try to be as concise as you can. 

6. Make your cold email signature look sublime

The email signature is a fully-fledged part of our message, and we cannot ignore it. It should tell your prospects who you are and where they can find more information about your company. A well-constructed signature can help shorten the email body and make it more legible.

How to write cold emails for the C-level executive (video podcast)

How to follow up on a cold email?

Even a well-written email may not be enough to win your prospects. Sometimes they may miss your email or forget to reply. They also might not feel interested enough to set up an appointment. But don’t worry. It is an absolutely usual thing. That’s why you should always follow up after getting no response.

One follow-up email is obligatory for any cold email strategy, but the best number is two or three. They should not sound like clingy reminders that you’re awaiting their response. Smuggle some extra value in them: provide some fascinating case studies or send invitations to an upcoming webinar.

Cold Email Templates

You may have some difficulties if you are just starting to implement a cold email marketing strategy. What should a cold email look like, and are there any templates? Fortunately, the answer is yes; several standard email templates can help you.

  1. Simple straightforward template. Everything is simple here. It is enough just to say what company you are from and indicate that your product can be helpful to a potential client. And, of course, don't forget the call to action.
  2. Blog connection template. The essence of this template is that you should study your potential client's blog. And based on this, you can propose some advantages of your service that can make their job easier. There are also a couple of templates to help you maximize your readership.
  3. Re-connecting template. Here the essence is in the reminder. For example, if you agree to re-connect in a particular month, remind your prospect about an upcoming period.

What to do before sending a cold email?

Having written an email using one of these templates or without it, then you must perform a specific check before sending this email message.

To-Do List Before Sending A Cold Email

There is an abbreviation of VESC, which stands for a checklist you will follow before hitting the submit button. VESC is vital to ensure that your email campaign has a high email deliverability rate and doesn't trigger spam filters.

  • Validate prospect list;
  • Ensure clear CTA;
  • Set follow-ups (steps);
  • Check the email spam score.

Cold Emailing Tools

Sending a cold email manually is a time-consuming task, and it also limits you from exploring features that can help you launch an effective cold outreach campaign. 

A cold emailing instrument helps you in your outreach strategy. You can enhance your email campaign using the professional emailing tool.There are many services in this industry. Here's what to look for when choosing:

  1. Contact management. It is not just enough to find people; they must be grouped according to your segmentation. A good contact list and management options will help you sort out the contacts according to the opening time, a number of responses, and many other parameters.
  2. Features for boosting email deliverability. Do you know how many of your outcoming messages really hit inboxes? Email deliverability tools help your letters to display right in your recipients' main folder and not in Spam or Promotions. If your emails end up in the spam folder, you hurt your overall domain health and jeopardize all marketing efforts.
  3. Follow-ups options. A timely follow-up can become a real lifebuoy for your outreach campaign sometimes. This in-built option allows marketers to fine-tune follow-up messages to meet their primary goals. Remember that your prospect rarely responds to your first email, so check if the chosen tool includes such an instrument.
  4. Key engagement metrics. Having all data at your fingertips is a must for every specialist involved in the outreach process. Imagine your strategy is a sea vessel. Will you drive it blindly or use all provided data to lead it in the right direction? So, the primary metrics your email marketing tool should track are:
  • Open rate – Total number of recipients who opened the message.
  • Response rate – Total number of letters that were responded to.
  • Bounced rate– Total number of people who unsubscribed after receiving.

Cold emails are one of the most beneficial instruments in B2B sales and, probably, one of those that work the best. Have other questions? Use Belkins help center to find out more or address your messages to us directly!