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Phone, the goal of cold email is NOT to sell.
A few years ago I kept a folder of cold email replies because I wanted to understand why some notes opened a door while others disappeared. The useful lesson was not that one subject line always won or that a certain number of words produced a response. The pattern was more human than that. People replied when the message made it easy to see why the sender chose them, and when the question at the end could be answered without scheduling half an afternoon. Even a polite no was more common when the note felt specific. That changed how I write. I try to remove anything that sounds like a speech and keep the details that show I have done my homework. I would rather mention one real observation than list five claims about what we can do. I would rather ask whether a problem is on their radar than insist that I already know the answer. This is slower at the beginning, but it saves time later because the replies are clearer and the conversations start on honest ground. The folder also taught me that follow-up is not the same as repeating yourself. A good follow-up adds a useful thought, answers an obvious concern, or gives the reader a simpler way to respond. A bad one just asks whether they saw the last email. Nobody needs another reminder that their inbox is full. When I review a sequence now, I read every message as if the earlier ones were ignored. Each note should make sense on its own, but the series should still feel like it came from the same person. That balance takes a little care. It is not glamorous work, yet it is the kind of work that turns a list of addresses into actual conversations.
Selling happens on the call. The goal of cold email is getting the right people to raise their hands.
Write every email with that in mind.
THE SUBJECT LINE
It should feel like it's coming from a colleague, not a salesperson. Use a relevant question: "Quick question about [their company]" or "Backlink [FIRSTNAME]?"
Avoid words like FREE, GUARANTEE, or DISCOUNT. Those are spam trigger words.
THE BODY - GOLDEN RULES
- No more than 6 sentences
- Write at a 6th grade reading level
- Your offer should be understood in 10 seconds flat
THE CTA
In your first email, DON'T ask them to book a call. Instead use a low-friction question: "Is this something you'd be open to?"
Here's the test: Can they reply with one thumb in under 5 seconds? If not, simplify.
In follow-ups (emails 2-3), you can ask them to book a call directly.
MAKING IT STRONGER
- Add credibility: mention brands or results, but don't brag
- Personalize: always use first name, skip generic industry references
- Use spintax: mandatory in 2026 to avoid spam filters
- Follow up: never send only one email. Send 3 max. Email 1 = offer, Email 2 = nudge, Email 3 = case study.
That's the skeleton. Simple, but it works.
You can use the AI Copywriter on Consulti to help you write "LGJ Approved" cold email copy, including subject lines, AB tests and spintax. It also builds it directly in your Instantly for you.
Your friend in copy,
-Jay
PS: If you want to dive DEEP into cold email strategy, I did a 7-hour masterclass on YouTube last year that you should watch. Its long, but it will cover way more than I can cover in these emails.
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