How to Write a Cold Pitching Email That Gets Results
Cold pitching (sending a sales email to someone you don’t know) might sound like a long shot since the average response rate is only 8.5%. But don’t let that discourage you! When you reach out to the right people, it can create awesome opportunities for your business. In this article, we’ll walk you through the steps to write an email that gets noticed, plus share an example you can use to get started right away.
Step 1: Research Your Target
If you want to pitch your product or service, you’ll need to figure out exactly who to contact. For example, if you sell handmade coffee mugs, you could pitch them to local coffee shops so they can sell them to their customers. Here’s how to do it:
- Start by researching coffee shops in your area.
- Check their social media for trends or shared values. If they care about eco-friendly packaging, you could talk about how your mugs use sustainable materials.
- Look on LinkedIn for people like the manager, head of growth, or even the owner. You might find their email online or on the shop’s website.
Write down their email and a few key points you want to mention. Then, you’ll use this info to write a personalized email they can’t ignore.
Step 2: Personalization Is Key
People are more likely to respond if they feel like you’ve put in the effort to make your email personal. In fact, emails with a personalized subject line can increase open rates by 50%. Here are a few ways to make your emails stand out:
- Use their name in the subject and email body (and make sure it’s spelled right!).
- Bring up something specific, such as a value you share or even a blog post or award you saw on their website.
For instance, instead of saying, “I’d like to work with you,” write: “I just read your article about the best coffee places in Florida. As someone who loves designing unique coffee mugs, I’d be excited to see how my product could fit with your mission.”
Step 3: Address Their Pain Points
When you pitch your offer to a business, they’re going to ask themselves, “Why should I care?” To answer that, you need to point out their pain points—things they struggle with—and show how you can solve them. For example, a coffee shop might have trouble standing out, especially if they’re selling plain, boring mugs that don’t match their brand.
You can fix that by offering personalized mugs with their logo or a custom design that fits their vibe. You could also mention cool features, like built-in coasters, comfy handles, or matching lids, to make your mugs stand out. This helps them grab attention and connect better with their customers.
Step 4: Talk About Yourself, but Keep It Brief
You can’t just talk about the research you’ve done on the coffee shop—you also need to share a bit about what you do. Keep it focused and relevant; you don’t need to add personal details. For example, mention your experience designing logos for small businesses and include a link to your Instagram or portfolio so they can see your work. That’s it!
Step 5: The Power of a Clear Call to Action (CTA)
Always end your email with a clear, specific call to action. For example, you could say, “Can we schedule a 15-minute call next week to discuss how I can help?” or “Would it be possible to send you a sample of my personalized coffee mugs? I’d love to hear your feedback.”
Example Cold-Pitch Email
Here’s a sample email you can use. Be sure to adjust it to fit the specific product or service you’re offering.
Subject Line: Unique Mugs for [Coffee Shop Name], [Recipient’s Name]!
Hi [Recipient’s Name],
I recently came across your coffee shop and love how you promote local artisans. I couldn’t help but notice that many coffee shops use generic mugs, which don’t always reflect their unique brand.
I design custom coffee mugs that can help your shop stand out, featuring:
- Your logo or personalized designs
- Matching lids for convenience
- Comfortable, stylish handles
You can check out my work on Instagram: [Instagram handle]. Would it be possible to send you a sample? I’d love to hear your thoughts!
Best,
[Your Name]
Stay Persistent
You are not a failure if your first few emails don’t get a response. Keep reaching out to businesses and offer something valuable. It might take 50 or even 100 emails to get a reply, but it only takes one “yes” to create exciting opportunities for your business.
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