HOW TOO SUCCEED WITH COLD
EMAIL SCRIPTS AND TEMPLATES
Email Scripts & Templates
• Email scripts and templates are meant to be tested
and iterated for your specific product/service
• No such thing as a “silver bullet” email
• Find the template that works best for you!
How to Test Your Emails
• Send 20 emails of one formula at a time or variations of
that formula
• If you have the leads, you can send hundreds of emails
every week (Fishing Strategy) (advanced)
• Variations you can test
• subject line
• unique benefit
• case study or statistic
• final sentence or call to action
Tracking Results
• What gets measured, gets improved!
• When you break it down, you know exactly where you
can improve
Tracking Results
• After executing a email campaign, review your results
after 1 to 2 weeks
• Email Software:
• [Link]
• Yesware
• Hubspot
The Pain Doctor Formula
Pain Doctor Formula
• Make a prospects’ latent pain become a realized pain
• MAKE IT HURT as much as possible
• At the end, come in as the “Doctor” who can make
their pain go away
Example Pain Doctor Formula
Hey [prospect],
I noticed that you’re website currently isn’t running [solution] which typically
increases monthly revenue by 34%.
Implementing [solution] to increase sales is something we help [industry] companies
with all the time. Some of our clients include [X,Y,Z].
So if it makes sense to talk, let me know what your calendar looks like.
But if not, who do you recommend I talk to?
Thanks,
[Your Name]
Example Pain Doctor Formula
Hey [prospect],
I noticed that you’re website currently isn’t running [solution] which typically
increases monthly revenue by 34%.
Implementing [solution] to increase sales is something we help [industry] companies
with all the time. Some of our clients include [X,Y,Z].
So if it makes sense to talk, let me know what your calendar looks like.
But if not, who do you recommend I talk to?
Thanks,
[Your Name]
Example Pain Doctor Formula
Hey [prospect],
I noticed that you’re website currently isn’t running [solution] which typically
increases monthly revenue by 34%.
Implementing [solution] to increase sales is something we help [industry]
companies with all the time. Some of our clients include [X,Y,Z].
So if it makes sense to talk, let me know what your calendar looks like.
But if not, who do you recommend I talk to?
Thanks,
[Your Name]
Example Pain Doctor Formula
Hey [prospect],
I noticed that you’re website currently isn’t running [solution] which typically
increases monthly revenue by 34%.
Implementing [solution] to increase sales is something we help [industry]
companies with all the time. Some of our clients include [X,Y,Z].
So if it makes sense to talk, let me know what your calendar looks like.
But if not, who do you recommend I talk to?
Thanks,
[Your Name]
Example Pain Doctor Formula
Hey [prospect],
I noticed that you’re website currently isn’t running [solution] which typically
increases monthly revenue by 34%.
Implementing [solution] to increase sales is something we help [industry]
companies with all the time. Some of our clients include [X,Y,Z].
So if it makes sense to talk, let me know what your calendar looks like.
But if not, who do you recommend I talk to?
Thanks,
[Your Name]
Instagram Account Management Example
Hey John,
I noticed that you’re restaurant currently isn’t running an Instagram account which
typically can increase local foot traffic by 65% for restaurants in the Los Angeles
area.
Starting, running, and creating content for Instagram is something that we actually
help LA based restaurants like yours with all the time. In fact, some of our clients
include [X,Y,Z].
So if it makes sense to talk, let me know what your calendar looks like.
But if not, who do you recommend I talk to?
Thanks,
[Your Name]
Appropriate person
Appropriate Person Formula
• One of the most EFFECTIVE I’ve used in my career
• Works for Small, Medium, and Enterprise Companies
in all types of industries
Appropriate Person Formula
• Email 4 decision makers at a company in the same
department:
• 1 CXO (example: CEO, CMO, or CFO)
• 1 VP (example: VP Marketing, VP Sales, or VP Finance
• 1 Director (example: Director of Marketing or Director of Sales
• 1 “Wild Card” (example: CIO)
Appropriate Person Formula
• Executives LOVE to delegate
• If you email the CEO, he/she will forward your email to
someone “lower level” to take a meeting with you
Appropriate Person Formula
• Companies are always looking for opportunities to
improve their business
• If you’re offering real value, they will send someone to
take a meeting with you
Appropriate Person Formula
• Send 4 individual emails to each prospect
• DO NOT CC or BCC ANYONE
Appropriate Person Formula
• Step 1: Subject Line
• Step 2: Intro
• Step 3: Pitch
• Step 4: Call to Action
Appropriate Person: Subject Line
• Subject Line: Appropriate person
Appropriate Person: Intro
Hey [prospect],
I’m writing in hopes of finding the appropriate person who handles [department]. In
that pursuit, I also wrote to [Prospect A], [Prospect B], and [Prospect C]. So if it
makes sense to talk, let me know how your calendar looks.
Appropriate Person: Pitch
• Your Pitch is where you differentiate yourself and offer
value
• Talk about how you can help them at a high level (don’t
include technical details)
• 4 to 8 sentences
• Only give enough information to inspire them to take a
meeting with you
• Include 3 clients you’ve worked with for social proof
Appropriate Person: Pitch
• Questions to think about for your pitch:
• What can do you for them?
• How does what you have work?
• What pain do you solve for the person you want to
meet?
• What pain do you solve for the company?
• What are the problems you have helped wither
clients solve?
Appropriate Person: Pitch
[Link] helps global apparel brands increase revenues and reach new
audiences by helping them research and contact social media influencers to
promote their brand. As you know, finding the perfect influencer to represent your
brand can take hours of manual research. To solve this, our platform helps
hundreds of brands quickly search through our global database of influencers and
build outreach campaigns. And because our data is updated 20+ times per day with
influencers’ latest data such as contact info, audience demographic, and
engagement; marketing teams can make better strategic decisions based on the
most accurate data available on the market.
Typically, our clients free up to 23 hours per week on time spent on research which
can now be refocused on developing stronger marketing strategies. Some of our
clients include Adidas, H&M, and Calvin Klein.
Appropriate Person: Call to Action
If you are the appropriate person to speak with, what does your calendar look like?
If not, who do you recommend I talk to?
[Your name],
[Email Signature]
Appropriate Person: Example
Subject Line: Appropriate person
Hey [prospect],
I’m writing in hopes of finding the appropriate person who handles [department]. In that pursuit, I also wrote to [Prospect A], [Prospect B], and [Prospect C]. So if it
makes sense to talk, let me know how your calendar looks.
[Link] helps global apparel brands increase revenues and reach new audiences by helping them research and contact social media influencers to promote their
brand. As you know, finding the perfect influencer to represent your brand can take hours of manual research. To solve this, our platform helps hundreds of brands
quickly search through our global database of influencers and build outreach campaigns. And because our data is updated 20+ times per day with influencers’ latest
data such as contact info, audience demographic, and engagement; marketing teams can make better strategic decisions based on the most accurate data available
on the market.
Typically, our clients free up to 23 hours per week on time spent on research which can now be refocused on developing stronger marketing strategies. Some of our
clients include Adidas, H&M, and Calvin Klein.
If you are the appropriate person to speak with, what does your calendar look like?
If not, who do you recommend I talk to?
[Your name],
[Email Signature]
What happens next
• One of the 4 people will respond to your email and tell
you a time they are available for a meeting
• Prospect will forward your email to the “appropriate”
person and they will respond to your email
What happens next
• Prospect may respond by letting you know who the
appropriate person is by giving you their name or email
address.
“Hi Patrick,
Thanks for reaching out. Sally Tran is the right person to talk to.
John”
What happens next
• Thank person who referred you and tell them after your
meeting you will report back to let them know how it
went
What happens next
• Forward email to [Sally Tran] and say:
Hey Sally,
John thought it might make sense to talk about [insert unique value].
If that’s the case, let me know what your calendar looks like.
But if not, who do you recommend I talk to?
Thanks,
Patrick
Appropriate Person: Short Version
Subject Line: Appropriate person
Hey [prospect],
I’m writing in hopes of finding the appropriate person who handles [department]. So if it makes sense to talk, let me know how your
calendar looks.
[Link] helps global apparel brands increase revenues and reach new audiences by helping them research and contact social
media influencers to promote their brand. As you know, finding the perfect influencer to represent your brand can take hours of
manual research. To solve this, our platform helps hundreds of brands quickly search through our global database of influencers and
build outreach campaigns. Typically, our clients free up to 23 hours per week on time spent on research which can now be refocused
on developing stronger marketing strategies.
Some of our clients include Adidas, H&M, and Calvin Klein.
If you are the appropriate person to speak with, what does your calendar look like?
If not, who do you recommend I talk to?
[Your name],
[Email Signature]
Creating Internal Referrals
Creating Internal Referrals
• Use LinkedIn to figure out who the initial stakeholders’
boss is
• Example: Owner, CEO, or CMO
Creating Internal Referrals
• Do an informal cold call to the owner or owners’ office
• Reference phone conversation with owner or owner’s
office in an email to someone lower level at the
company
Creating Internal Referrals
Hey [first name],
It’s [Patrick] from [company name]. Did I catch you at a
bad time?
I need a little help. I’m trying to figure out who’s
responsible for [initiative] at your company?
Creating Internal Referrals
• Reference phone conversation within an email. Include it
in your subject and body)
Creating Internal Referrals
Subject Line: Marketing via [Owners’ Name]
“Hi [stakeholder’s first name],
[Owners’ Name] let me know you were the appropriate person to talk to about
marketing.
I noticed you’re missing 3 key elements on your Yelp page that have been proven to
[insert unique benefit]. In fact, it’s currently working for our other clients like [client A,
client b, and client c].
So if it makes sense to talk, let me know what your calendar looks like.
Thanks,
If you can not get owner on the phone
• Instead of using the owners name, change it to their
office
•Example: “Jason’s office told me you were the
appropriate person to talk to about marketing.”
EVENT BASED COLD EMAILS
Event based cold emails
• Relevant articles
• company or industry specific
• leverage quotes
• Conferences
• Social media activity
Event Based Cold Email Subject Lines
Congrats — [Article on New Release]
Connecting at [X Conference]
Love your latest IG post
Event Based Cold Email Script
Hey Tommy,
Congrats on making on the Forbes Under 30 list this
year!
Now, I wanted to connect because…
How to find these talking points
• Industry publications (websites and magazines)
• Subscribe to newsletters
• Google Alerts
• LinkedIn News
• Feedly
OFFERING VALUE
How to offer value
• For high value prospects, offer free value before you
ask for anything
• Must be personalized and specific to their business
How to offer value
• Examples of Value
• Actionable Analysis
• Analysis and consultation over the phone
• Introductions or connections
• Free trial
Offering Value Script
Hey John,
I came across your Yelp page and noticed you haven’t included a few critical details
in your about section that’s proven to increase foot traffic by 34%.
Specifically, a few elements that’ll get you more customers include:
• Email address
• Awards won
• Store Hours
I actually help companies just like yours [insert value prop].
So if it makes sense to talk , let me know what your calendar looks like.
