a single source, nothing corroborates it

When you cannot personalise, be funny or generous

Where the list is too large to research, do one of three things before pitching: make the reader smile, hand over something useful, or admit plainly that a cold approach is awkward. Buying a few seconds of goodwill is what gets the rest of the message read.

The method

1. 01

   When list size forces you to send the same template to thousands, do at least one of three things before pitching: personalise it, give something valuable free, or make the reader smile.

2. 02

   If you are forced into a single template with no room to personalise, then make the reader laugh, ask them for advice, or hand over something useful for free.

3. 03

   Put something disarming like a photo near the top to buy your pitch a few extra seconds of goodwill.

4. 04

   Say out loud in the email that you know a cold approach is awkward, since that reads as emotional intelligence and makes you seem human.

5. 05

   Name the fact that you are sending a cold email in the first line, since addressing it directly removes the awkwardness.

What it returned

• Gusto included a picture of a dog called Finnley, which made recipients smile before the pitch arrived

• Ramp's email opened by conceding that nobody enjoys receiving cold email

Sources

• The “best sales email ever” from a personalised t-shirt companyHarry Dry · Marketing Examples · The Pitch · undated
• How to write a funny cold emailHarry Dry · Marketing Examples · Before you pitch · undated
• How 2 minutes of personalisation transforms your cold emailsHarry Dry · Marketing Examples · Template Emails · undated
• One thousand replies to cold emailsHarry Dry · Marketing Examples · One thousand replies to cold emails · undated