Cold Email Best Practices in 2025

Cold email isn't dead - bad cold email is dead. With inboxes more crowded than ever, your outreach needs to be strategic, personalized, and valuable. Here's how to write cold emails that actually get responses.

Subject Line Rules

Your subject line determines whether your email gets opened or deleted:

• Keep it short - 4-7 words perform best. Mobile truncates long subjects.
• Avoid spam triggers - Don't use ALL CAPS, excessive punctuation!!!, or words like "free," "guarantee," "limited time"
• Create curiosity - "Question about [Company]'s growth plans" beats "Partnership opportunity"
• Personalize when possible - "[Name], saw your post on..." gets opened
• Don't lie - Misleading subjects might get opens but destroy trust instantly

Good examples:

• "Quick question, [Name]"
• "Thoughts on [specific topic]?"
• "[Mutual connection] suggested I reach out"

Email Body Structure

The best cold emails follow this formula:

1. Personalized opener (1-2 sentences) - Show you did research. Reference their work, company news, or shared connections.
2. Value proposition (2-3 sentences) - Explain what you offer and why it matters to THEM specifically.
3. Social proof (1 sentence) - Mention a relevant client result or credential.
4. Clear CTA (1 question) - Ask for something small: a reply, a 15-minute call, their thoughts.

Total length: Under 150 words. Anything longer gets skimmed or ignored.

Follow-Up Strategy

80% of deals require 5+ touchpoints, yet most people give up after one email.

• Wait 3-4 days between follow-ups
• Add new value each time - don't just "bump" or "check in"
• Change the angle - Share a case study, relevant article, or different benefit
• 3-5 follow-ups maximum - After that, you're annoying them
• Try different channels - If email isn't working, try LinkedIn or phone

Cold email works when you treat prospects as humans, not targets. Research them, provide value, respect their time, and be persistent without being pushy. Quality over quantity always wins.