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Cold Email Outreach

Production-grade B2B cold email that sounds like it came from a person, not a sequence tool.

Table of Contents

• Keywords
• Quick Start
• Core Workflows
• Writing Principles
• Voice Calibration by Audience
• Subject Line Framework
• Follow-Up Strategy
• Personalization Framework
• Deliverability Setup
• Compliance Requirements
• Anti-Patterns
• Best Practices
• Integration Points

Keywords

cold email, cold outreach, prospecting email, SDR email, sales email, first-touch email, follow-up sequence, email prospecting, outbound email, sales development, sequence building, email personalization, email deliverability, CAN-SPAM, GDPR, B2B outreach, email compliance, subject lines, reply rates, breakup email

Quick Start

Write a First-Touch Email

1. Define the ICP, specific problem, and outreach trigger
2. Select voice calibration based on recipient seniority
3. Write opener about their world (not yours)
4. State relevance in 1-2 sentences with specific proof
5. Close with a single, low-friction ask
6. Generate 3 subject line variants
7. Validate: under 150 words, no corporate speak, one CTA

Build a Full Sequence

1. Write the first email (above)
2. Plan 4-5 follow-ups, each with a different angle
3. Set escalating gap cadence (Day 1, 4, 9, 16, 25, 35)
4. Write each follow-up as a standalone (recipient does not remember earlier emails)
5. End with a breakup email that closes the loop professionally
6. Validate deliverability setup before sending

Core Workflows

Workflow 1: Single First-Touch Email

Step 1: Gather Context

Required information:

• Sender context : Role, company, what they sell, key proof points
• Prospect context : Job title, company type/size, likely problem, trigger for outreach
• Goal : Book a call? Get a reply? Get a referral?

Step 2: Choose Framework

Step 3: Draft the Email

Structure:

Subject: [2-4 words, looks like an internal email]

[Opener: 1 sentence about their world — trigger, observation, or question]

[Relevance: 1-2 sentences connecting their situation to what you do]

[Proof: 1 sentence of credible evidence — specific number, named customer, result]

[Ask: 1 sentence with a single, specific, low-friction CTA]

[Sign-off]

Step 4: Validate

• Under 150 words total
• Opener is about them, not you
• No sentence starts with "I" or "We"
• One CTA, not multiple
• CTA is a question, not a statement
• No jargon or corporate speak
• Would a friend send this to another friend in business?

Workflow 2: Full Sequence Build

Step 1: Write Email 1 (Using Workflow 1)

Step 2: Plan Follow-Up Angles

Each follow-up needs a distinct angle. Plan before writing:

Step 3: Write Each Follow-Up

Rules for every follow-up:

• Standalone: does not require reading previous emails
• New angle: brings something the previous email did not
• Shorter than Email 1 (each subsequent email gets shorter)
• Never says "just checking in" or "circling back"
• Never references all previous emails ("As I mentioned in my last three emails...")

Step 4: Write the Breakup Email

The breakup email closes the loop. It signals this is the last one, which paradoxically increases reply rate.

Template:

Subject: closing the loop

[Name],

Last note from me. If [specific problem] becomes a priority,
reply here and I'll pick it up.

If there's someone else at [Company] better suited for this
conversation, a name would help.

Either way — [genuine well-wish related to something specific].

[Sign-off]

Workflow 3: Performance Iteration

Step 1: Diagnose the Problem

Step 2: Rewrite the Underperforming Element

Focus on one element at a time. Do not rewrite the entire email when only the subject line is the problem.

Step 3: Test and Measure

• A/B test subject lines with minimum 100 sends per variant
• Test one variable at a time
• Wait for 3-5 days of data before drawing conclusions
• Document every test and result for future reference

Writing Principles

1. Write Like a Peer, Not a Vendor

The moment your email sounds like marketing copy, it is deleted.

Test: Would you send this to a smart colleague at another company? If not, rewrite.

2. Every Sentence Earns Its Place

Each sentence must do one of these jobs:

• Create curiosity
• Establish relevance
• Build credibility
• Drive to the ask

If a sentence does none of these, cut it.

3. Personalization Must Connect to the Problem

Generic personalization is worse than none.

• Bad: "I saw you went to Stanford" followed by a pitch unrelated to Stanford
• Good: "I saw you're hiring three SDRs — usually a signal that you're scaling cold outreach. That's exactly the challenge we help with."

The personalization must bridge to the reason for reaching out.

4. Lead with Their World, Not Yours

The opener should be about their situation, problem, or context. Not about you or your product.

5. One Ask Per Email

Do not ask them to book a call, watch a demo, read a case study, AND reply with their timeline. Pick one.

Voice Calibration by Audience

Rule: The higher up the org chart, the shorter your email needs to be.

Subject Line Framework

Principles

The goal of a subject line is to get the email opened. Not to convey value, not to be clever. Just opened.

The best cold email subject lines look like internal emails: short, slightly vague, enough curiosity to click.

Patterns That Work

Patterns That Kill Opens

• ALL CAPS anything
• Emojis in subject lines
• Fake Re: or Fwd: (damages trust before the first word)
• Question format ("Are you struggling with X?") — sounds like an ad
• Company name mention ("Acme Corp: helping you achieve...")
• Blog headline format ("5 ways to improve your...")
• Exclamation marks

Follow-Up Strategy

Cadence

Gaps increase over time. Persistent but not annoying.

Follow-Up Angle Rotation

Personalization Framework

Three Tiers of Personalization

Tier 1: Segment-Level (Minimum)

• Industry-specific pain points
• Company size-specific challenges
• Role-specific language and priorities

Tier 2: Company-Level (Standard)

• Recent company news (funding, hiring, product launch)
• Tech stack signals (what tools they use)
• Growth signals (job postings, office expansion)

Tier 3: Individual-Level (Premium)

• Content they have published (posts, articles, talks)
• Career moves (new role, promotion)
• Shared connections or experiences
• Specific project or initiative they are leading

Personalization Sources

Deliverability Setup

Infrastructure Requirements

Warmup Schedule

Deliverability Monitoring

• Bounce rate: Keep under 3% (above 5% damages reputation)
• Spam complaint rate: Keep under 0.1%
• Verify email addresses before sending (use verification services)
• Monitor blacklists monthly (MXToolbox, Google Postmaster)
• Use mail-tester.com to check deliverability score before campaigns

Email Format Rules

• Plain text or minimal HTML (no logos, images, or heavy formatting)
• No tracking pixels if possible (they trigger spam filters)
• Limit links to 1-2 maximum
• Avoid spam trigger words: "free," "guarantee," "act now," "limited time"
• Keep emails under 200 words
• Include a physical address (CAN-SPAM requirement)
• Include an unsubscribe mechanism

Compliance Requirements

CAN-SPAM (United States)

Required for all commercial email to US recipients:

• Sender identity is clear and not misleading
• Subject line is not deceptive
• Physical postal address included
• Opt-out mechanism present and functional
• Opt-out requests honored within 10 business days
• Message identified as an advertisement (if applicable)

GDPR (European Union)

Required for email to EU/EEA residents:

• Legitimate interest basis documented for B2B outreach
• Prospect data collected from lawful sources
• Privacy notice accessible
• Data processing records maintained
• Right to erasure honored promptly
• Data minimization: only collect what you need
• No consent required for B2B if legitimate interest applies, but this must be documented and defensible

CASL (Canada)

Required for commercial electronic messages to Canadian recipients:

• Express or implied consent documented
• Sender identification clear
• Unsubscribe mechanism functional
• Implied consent valid for 2 years from last transaction or 6 months from inquiry

Best Practice Regardless of Jurisdiction

• Always include an easy unsubscribe option
• Honor opt-outs immediately (do not wait the legal maximum)
• Do not buy email lists (poor quality, compliance risk)
• Document your legal basis for outreach
• Keep records of consent and opt-out requests

Anti-Patterns

Best Practices

1. Send from a real person, not a company alias — "sarah@mail.acme.com" outperforms "sales@acme.com" every time.

2. Read the email aloud before sending — If you hear yourself droning, cut. If it sounds like a brochure, rewrite.

3. Time your sends — Tuesday through Thursday, 8-10 AM in the prospect's timezone, produces the highest open rates for B2B.

4. Verify emails before campaigns — A 5% bounce rate damages your domain reputation. Verify every address.

5. Track reply rate, not open rate — Open tracking is unreliable (privacy features block tracking pixels). Reply rate is the metric that matters.

6. Build sequences, not individual emails — Most replies come from follow-ups, not the first email. Plan the full sequence before writing.

7. Document your playbook — Every winning email, subject line, and angle should be documented for the team. Build institutional knowledge.

8. Respect opt-outs immediately — Not just legally required, but professionally essential. Process within 24 hours.

9. Rotate sending domains — Use 2-3 sending domains to distribute volume and protect reputation.

10. Segment relentlessly — A generic template sent to 1,000 people will underperform a personalized email sent to 50 who match your ideal profile.

Integration Points

• Copywriting — Use for landing page copy and marketing page copy. Cold email follows different constraints (shorter, personal tone, no visual design).
• Content Strategy — Use to create content assets (case studies, guides) referenced in follow-up emails.
• Marketing Context — Use for ICP definition and positioning. If you do not know who you are targeting and why, cold email is the wrong tool.
• Marketing Psychology — Apply psychological principles (reciprocity, social proof, scarcity) to strengthen email messaging.
• Campaign Analytics — Use to track sequence performance and optimize based on data.

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