Cold emailing is a numbers games, expect to send around 100 weekly to receive only a few responses.  One of the things I like to do is save cold emails that do the impossible – make me click on the link or hit reply. You and I are in sales, it’s VERY difficult to sell a salesman!  If someone has created a cold email you reply to – it’s a statistical anomaly that needs to be studied.  Save these precious emails and use them as a template for your own cold emails!  Here are some tips to building your cold calling emails.

Tip 1: Subject line.  You’ll be able to tell if your subject line is good or not by the open rates.  A poor open rate means it’s time to change your subject.  Weirdly, some of the best open rates are 3-4 words.  A person’s name or company also has high open rates.  Some examples may be: “John, Increase Tenant Retention” “PNG Investments – Properties Available” or “Katy, Tour New Offices”.

Tip 2: Don’t introduce yourself!  I hit delete the moment I see “My name is Joseph and I own a SEO firm…”  I already suspect what he wants and I’m moving on.

Tip #3: Open with a pain point.  This doesn’t have to be something that’s thrown in their face.  Address a pain point that someone else is feeling.  The subtle cue is that you’re the savior for a similar company with a similar problem.

“I just came across <COMPANY> while working on reducing office vacancies with a new client.”

“I noticed <COMPANY> while touring retail space with a client looking for higher traffic areas.”

“I found <COMPANY> while working on multifamily investment portfolios with a new client.”


Tip #4: I know you.  This is where you’ll mention that you’re aware of their needs because their needs are similar to other clients.

“<NAME>, it seems <COMPANY> shares some similarities with a few of our clients.”

If you’re going for a more personal touch, research exactly what they do to prove you’ve done some research:

“It looks like your portfolio is mainly retail buildings.  From the outside, your portfolio shares some similarities with many of my clients.”


Tip #5: Show how the pain point is resolved.  Using numbers is a big hit.

“Recently, we filled office vacancies for a client generating $516,330 in revenue over the next year — and used this strategy to fill vacancies for his retail properties as well.”

“I recently helped a client find a better location for their retail space and increased instore traffic by 50%.”

“Recently, I helped diversify a multifamily investment portfolio to include 3 retail and 2 industrial properties.”


Tip #6: A call-to-action.  If you don’t close with a clear request, people don’t know what you want.  Also, response rates are higher when you close with a question.

“You open to having a quick chat?”

“See my <ARTICLE ABOUT PAIN POINT>.  Does this article help answer any of your questions?”

“Does your investment portfolio need to generate more income?”


Tip #7: Too Salesy?  If you sit back and look at the cold email and wonder, “Is this too salesy?”  …It is.  Throw it out and start again!  Think of this as a client requesting that you write to his friend.  It’s a referral, but you’ve never spoken before this email.  It’s best to keep things simple and brief.