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The modern inbox is noisy. But well-timed, value-led cold emails still cut through, if you know how to craft them. This guide is based on what’s working today across dozens of B2B sales teams. It's designed to help you escape the automation trap, boost reply rates, and structure your cold outreach like a pro.
With the rise of AI tools, reps are sending more emails than ever, but most of them are low quality. Instead of using AI to build insight, many are using it to mass-produce generic messages.
The outcome? Low open rates, lower reply rates, and even lower conversions.
High-performing sellers are doing the opposite. They're using AI to research faster, write better, and personalise deeper.
1. Trying to stay under 50 words: There’s a trend in sales circles pushing short emails as best practice. But most reps lack the skill to communicate meaningful value in such a limited space. The result is vague messages that confuse more than they convert.
What matters isn’t word count, it’s clarity. If your message is well-structured, personalised, and easy to understand, it’s fine to write 100–150 words. Busy executives don’t ignore good emails because they’re too long. They ignore emails that waste their time.
2. Writing subject lines that are too clever: A lot of reps overthink subject lines, trying to be witty or mysterious. But in reality, clarity and relevance beat cleverness every time. Use subject lines that either spark genuine curiosity, feel personal, or look internal (without being misleading). These consistently outperform generic approaches.
3. Sending at the wrong time: Most sequences send emails between 9am and 5pm. That’s also when everyone else is prospecting. To stand out, try reaching your prospects outside those windows, early in the morning, later in the evening, or even Sunday afternoons. These are moments when inbox competition is lower and attention spans are higher.
You don’t need to reinvent the wheel. Here are three subject line types that consistently drive opens:
Curiosity-led
Example: Website experience after 5pm
This works because it prompts the recipient to investigate a potential gap or issue in their business.
Personalised
Example: Promo to SVP last month
Personal milestones or changes in role are excellent signals that warrant personalised outreach.
Internal-looking
Example: payslip
Simple, lowercase subject lines that resemble internal emails are more likely to be opened, especially by executives who regularly receive operational updates.
Each of these approaches works in different contexts. Test and iterate based on your target persona and offering.
To increase open rates, send emails when your prospect is most likely to have a quiet moment.
These windows help your message land at the top of the inbox, where it’s more likely to get seen and opened.
Avoid making too many changes too quickly. Give your tests time to run and look at patterns in your open and reply rates before adjusting your strategy.
The most effective emails we see follow this four-part structure:
Observation
Start by referencing something relevant and specific about the recipient or their business. This shows you’ve done your homework and makes your message feel personal.
Pain (and Root Cause)
Highlight a key problem they likely face. Be specific about the impact and the underlying cause.
Story or Social Proof
Briefly explain how you solve the problem and back it up with results. Focus on similar companies, relevant metrics, or before-and-after outcomes.
Call to Action
End with a simple, low-pressure question that invites engagement. No links. No booking links. Just a human invitation to talk.
When a prospect goes dark, don’t follow up with a passive "just checking in" message. Instead, get creative.
One technique that consistently works is sending a visual breakup email using a mocked-up image - like a blank billboard on the side of a road - with the prospect’s name and a personalised message photoshopped onto it.
This breaks the monotony of standard follow-ups. It’s human, humorous, and surprisingly effective. We’ve seen hundreds of genuine replies from this tactic - many with a meeting booked immediately after.
Want an example of this? Message me directly on LinkedIn and I’ll show you.
If your cold outreach isn't converting, it’s probably not the channel - it’s the execution. Cold email is still one of the most powerful ways to start conversations when it’s done with:
We’ve also released a free prospecting course packed with additional templates, scripts, frameworks, and AI tools. It covers account selection, email writing, video messaging, and more. You can access it via my LinkedIn profile or message me for a direct link.
Remember - skills are earned. Nobody wakes up a top performer. But with consistent learning and execution, you can outpace your competitors and earn more responses from the right people.
