Cold emails that solve real pain

Aaron Reeves shares how he’d write a cold email for Cognism, a platform that helps sales teams access accurate prospect data.

Here’s his approach:

1. Focus on the pain

   
   Make the pain point relatable to the prospect.

   • For Above the Line (ATL) leaders (e.g., executives), highlight big-picture goals like pipeline, OKRs, or fiscal year targets.

   • For Below the Line (BTL) leaders (e.g., managers), focus on metrics like team attainment and performance.
     Example: Targeting a BTL manager who struggles with low team connect rates.

2. Identify a trigger

   
   Show why your email is timely and relevant.

   • Look for changes in their business (e.g., hiring new SDRs).

   • Personalize your message with specifics tied to their unique situation.
     Use the formula: Relevant + Personalized = Impactful.

3. TIPS framework

   • Tie the trigger to a pain point.

   • Hypothesize a problem.

   • Add a Compelling Outcome Indicator (COI) showing what’s possible.

   • Share how your solution bridges the gap.

Email example:

Subject Line: James & Sally

Hi Jon,

Noticed you’ve just brought on James and Sally as new SDRs. Thought you might be looking into their connect rates.

The average connect rate is only 2 conversations for every 50 dials. Reps spend hours dialing with no real results, which slows their ramp time.

Cognism boosted this to 10 conversations per 50 dials using our data. Think that could help your team?

What not to do

Troy Munson reviewed 300+ cold emails in the last five months and found these mistakes to avoid.

Stop doing these five things in your cold emails:

1. Don’t start with clichés

   
   Avoid lines like:

   • "I know this email caught you out of the blue."

   • "I know your inbox is noisy, so I’ll cut to the chase."

   • "I hope this email finds you well."
     These phrases scream insincerity and are overused.

2. Don’t use pushy CTAs

   
   Stop writing calls to action like:

   • "Can we discuss your 2024 strategy at 4:00 PM on Friday?"

   • "I would love to hear about your goals and challenges."
     These come off as presumptive and self-serving.

3. Avoid corporate jargon

   
   Phrases like “We maximize efficiency and streamline operational processes” sound robotic and unnatural. Write like a real person.

4. Don’t make broad assumptions without proof

   
   Examples to avoid:

   • "You’re probably evaluating security solutions."

   • "I thought re-evaluating your sales stack would be top of mind."
     If you’re making a claim, back it up with facts or evidence.

5. Don’t use long, rambling subject lines

   
   Example to avoid:

   • "Increase end-to-end deliverability for your emails immediately."
     Instead, keep subject lines short and clear.

Partnering with these newsletters:

• HUNTRS by Hanna Larsson: Build a lean, profitable online business

• simple AI: Join 100,000+ others and learn how to use Agent AI

• NeuroTycoon: Get easy tips to make your brain better

• Big Desk Energy: Startup insights, stories, and vibes

Check them out!