Cold emailing 101

Cold client outreach has been the bane of every freelancer’s existence for as long as freelancers and clients have roamed the earth. And now, thanks to the COVID-19 economy (read: sluggish and uncertain), your ability to successfully reach out is more important than ever.

Look in your spam folder and you’ll see that poorly written cold emails make up a large portion of its contents. Emails that begin with Dear sir and/or madam. Emails that are barely coherent. Emails that are pushy or even insulting to the recipient. Emails that focus on just one thing: the sender.

The reason you get so many of these horrible cold emails is because cold email works if it’s done right. According to VentureBeat, email still provides the highest ROI for marketers — and it isn’t even close.

However, if you want to make sure your cold email outreach is effective, you must first master the four pillars of cold-email writing.

The 4 Pillars of Cold Email Writing

You’re going to need to know a few things before constructing a cold email with catnip-like power and control.


What words and phrases do they use? What are their pain points? What specifically are they looking for in a freelancer or

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