B2B Cold Email Writing

Reaching out to other businesses is never easy, so how do you make sure your voice is heard?


Sending out cold emails is a tried and true way to get more new businesses interested in your products and services. But a cold email is so much more than just a marketing gimmick; it’s a chance to establish a relationship with your customer.


When you first press send, you are a complete stranger to your recipient, right? That’s why it is so vitally important you use those few precious lines to pitch your product, your company, and yourself; taking your reader from cold email recipient to a full blown lead.


Wait. Doesn’t GDPR rule out cold emails?


In short, no. GDPR was put into place in order to protect the data privacy of individuals. Whether you agree or not, the small print doesn’t say anything about marketing to other companies.


The ePrivacy Regulation also specifically leaves it to each individual country in the EU to draw their own verdict on ‘unsolicited commercial communications’ like B2B cold email campaigns.


In the UK, the powers that be decided on the Privacy and Electronic Communications Regulations of 2003 (or PECR). This means that business to business communications do not legally require opt-in consent, which is great news for your marketing team.


However it is still important that your email marketing campaigns show your customer some respect by including an obvious opt-out button for swift removal from your mailing list, an accurate sender field, and a relevant subject line. It’s just good manners really.


Catching your customer at the right time


Another vital marketing tip to note is that you never buy just one email – always aim for a minimum of six. Of course, the famous Rule of Seven confirms a customer must see your marketing message at least seven times before they’ll buy from you, but there is so much more to the story than just familiarity.


First, you need to understand the buying cycle. Your customers are constantly riding the waves of buying, thinking about buying, and not buying at all. The trick is to catch them when they’re already willing to make a purchase.


Time for another popular marketing term – the 3% rule. What this means is that approximately only 3% of your target market is actively buying at any given time, and the rest is not. These people are already shopping around for vendors, and are looking to make a purchase in the next thirty to ninety days. These are genuine sales leads.


The full rule also shows that a further 7% is currently intending to change. These prospects have a need for your product, but aren’t proactively looking for a solution. A well-timed cold email can make the world of difference to a customer in this stage of the cycle.


By spreading out your marketing messages over a number of months, you catch more companies that are in the 3% stage – actively ready to buy. Who exactly falls into that 3% category is changing all the time; as people come to the end of contracts, reach peaks in their cashflow, or simply finally decide that now is the right time for them to buy.


Unfortunately, when people are not in this very top 10%, it doesn’t matter how good your marketing efforts are – they simply aren’t going to buy. But that doesn’t mean they won’t be in the near future.


By sending out consistent cold emails in your campaign over time, you can catch the vast majority of your target market during their time in the top 10%.


Capturing your ideal tone of voice


Clients come to us all the time asking why their cold email campaigns are failing, and what we can do to help them. In many cases, the problem is rather simple.


People hate receiving “me me me” emails. What we mean by this is that too many marketing emails talk about how the company is awesome rather than how they can be of value to the customer. You need to let your customer know why they should contact you by letting them know what you can do for their business.  


Another important aspect of cold email writing is, ironically, a formal yet warm tone of voice. Businesses are forever being spammed with email after email of robotic, template-esque cold emails; so a message that sounds like it’s from a real person will really jump out.


Stop trying to sound like a stereotypical salesman in your industry. Simply requesting a quick chat on the phone from your customer is a much more personable way to create a genuine lead.  




We are a nation of skim-readers, and no matter how compelling your pitch, no one is going to want to read an email as long as an eBook.


In addition to length, make sure you also limit the number of ideas popping up in a single email. You may have an amazing product and be bursting at the seams with innovative solutions, but highlighting too many value props in your email can have the opposite effect and simply leave your readers confused.


You may also be tempted to make your automated email templates look as fancy and aesthetic as possible. But, you guessed it, this can also have the complete opposite impact to your desired outcome.


Overly touched-up templates often come off as impersonal and ‘spammy’ – regardless of personalisation. In these cases, go for minimalism where possible. This makes the recipient feel like they’re talking to a real person rather than your Campaign Manager account.


A great first cold email structure could include such ingredients as:


  • A reference to any existing relationship you have with the customer. If they don’t know you, consider acknowledging that!

  • Mention the benefits of engaging with you.

  • A short description of their problems you can help solve with your product/service.

  • Some qualification of why they should engage. Think statistics and testimonials here.

  • A compelling call to action to guide them to the next step.


Your CTA


A call to action is without a doubt the most crucial part of any marketing campaign. Communicating your worth and establishing a relationship with a customer is useless unless you then prompt them towards a sale.


Ask yourself what you hope to achieve from your campaign. In B2B, it’s likely this will be to start a conversation, schedule a phone call or a meeting, or some other activity to qualify your potential lead.


Make sure you limit yourself to a single CTA per email, as asking them to call, follow you on Twitter, and stand on one leg all at once can become muddled, resulting in no action at all.


A snappy, succinct message for your copy is just what your cold email needs to let your customer know exactly what they should do next.


Let us help


To make sure your message is heard loud and clear, bring a professional copywriter onto your team with More Than Words.


We have an abundance of experience writing for a wide variety of sectors, so we know just what your customers will be looking for in a good B2B cold email.


We channel your business’ voice to build the best possible relationship between you and your lead within just a few lines; prompting them to get in touch as soon as possible.


Let us communicate your value for you. It’s what we do.

Need more details? Contact us

Start your journey to new customers and new orders with More Than Words.


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North Shields, Tyne & Wear NE29 0DW

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