💬 better cold emails

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Fix your cold email subject lines

Patrick Trümpi outlines how to write cold email subject lines that get opened—and what most sales reps get wrong.

Avoid weak subject lines

Most subject lines are ignored because they’re generic or overused.

⇢ Examples: “Question for Patrick,” “Taskbase’s window of opportunity,” or “cold email announcement – Patrick”
⇢ These subject lines signal automation and get deleted immediately.

↳ If your subject line looks like a mass email, it won’t be read.

Keep it short and simple

Long, detailed subject lines don’t work.

⇢ Use 1–2 words, maximum of 4.
⇢ One-word subject lines perform 87% better than average.

↳ Simplicity stands out and increases open rates.

Skip names and company references

Using the prospect’s name or company in the subject line is weak personalization.

⇢ Most people know it’s automated.
⇢ It doesn’t add value or relevance.

↳ Personalization should feel natural—not forced or scripted.

Don’t use numbers or punctuation

Subject lines with numbers or symbols like “?” or “.” perform worse.

⇢ These often trigger spam filters.
⇢ An exception: “*” can improve performance when used well.

↳ Clean, minimal lines are less likely to get flagged or ignored.

Make it feel like an internal email

Subject lines should resemble what a colleague would send.

⇢ Examples that worked: “Personalised Learning,” “Feedback,” or “Greetings from Thomas” (a referral).
⇢ It should feel like part of an existing conversation.

↳ Familiarity earns attention in crowded inboxes.

Find one clear word

Use one simple word that best describes your area.

⇢ Choose clarity over creativity.
⇢ Make it obvious why you’re reaching out.

↳ The clearer the subject, the better chance of getting opened.

The cold email checklist

Nick Cegelski provides practical cold email strategies in a recently published video.

1. Use the 3x3 rule

Structure your email with three short paragraphs, each no more than three lines, to ensure readability on mobile devices.

2. Simplify subject lines

Keep subject lines to four words or fewer, avoid punctuation, and steer clear of salesy language to increase open rates.

3. Adopt a conversational tone

Write in a natural, friendly manner. Avoid overly formal greetings like "Dear Mr./Ms." and use contractions to sound more approachable.

4. Personalize your message

Start with a genuine compliment or specific observation about the prospect's recent work or achievements to show you've done your homework.

5. Focus on the prospect's challenges

Highlight the challenges your prospect might be facing rather than detailing your product's features. This approach resonates more with the reader.

6. Include a low-friction call to action

End with a simple, non-intrusive call to action that encourages a response without pressure.

7. Avoid overcomplicating

Keep emails concise and to the point. Overloading with information can deter engagement.

8. Be consistent

Regularly sending well-structured emails is more effective than sporadically sending perfect ones.

9. Implement a multi-channel follow-up

Use a combination of email, social touch, and cold call to increase engagement and improve response rates.

10. Integrate voicemails

Leave voicemails that direct prospects to your email, mentioning that you're about to send an email to encourage them to check it.

Master cold emails with psychology

Josh Braun demonstrates how to write cold emails that connect with prospects using psychology to increase response rates.

1. Personal, not personalized

Start with a relevant detail to make the email feel human and situational.

⇢ Example: “Looks like you’re catching Khruangbin in Miami on the 23rd.”

↳ This adds a personal touch without being overly familiar.

2. Shared pain, framed vividly

Use humor and relatable frustrations to build rapport.

⇢ Example: “Circling the block like it’s Mario Kart or skipping the encore to beat traffic.”

↳ Humor connects and eases the conversation.

3. Clear, concrete benefit

Focus on tangible outcomes that speak to their needs.

⇢ Example: “Reserve a spot a block from the venue… at a discounted rate.”

↳ This appeals to convenience and savings.

4. Address objections upfront

Preemptively address concerns to build trust.

⇢ Example: “Your spot will be clearly labeled. No confusion about entrances, scanning QR codes, or extra charges.”

↳ Anticipating doubts shows you understand their experience.

5. Social proof

Subtly use social proof to build credibility.

⇢ Example: “Over 6,000 people already use [it].”

↳ This boosts confidence without being pushy.

6. Soft, easy-to-agree-to CTA

Keep the call to action low-pressure.

⇢ Example: “Want me to send you a link to the closest lot?”

↳ This makes it easy for the prospect to agree.

7. “Either way” approach

Remove pressure and build rapport with a friendly tone.

⇢ Example: “Either way, I figured you wouldn’t want to miss that breakdown Lizzy does halfway through Ghost Choir just because you had to feed a meter.”

↳ This shows you’re not forcing a decision.

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