10 Tips on How to Cold Email Potential Clients

Do you have a list of people you’d like to work with? If you’re wondering how to approach them, cold email – i.e., an unsolicited email sent without prior contact – is one way freelancers can reach out to (and win) new clients. 

In this post we’ll explain what a cold email is and why sending them is such an effective outreach method. Then, we’ll walk you through our 10-step guide to crafting compelling cold emails that turn prospects into clients.

What Is a Cold Email?

As mentioned above, a cold email is an email sent to potential clients or employers with whom you have no prior relationship. Its primary purpose is to initiate a connection that could lead to business opportunities, such as securing a new client, landing a job, or opening the door to collaboration. For freelancers, it’s an opportunity to introduce yourself, explain your services, and propose a working relationship.

Unlike spam, cold emails are personalized, targeted communications sent to carefully selected recipients who might genuinely benefit from your services. They’re professional outreach attempts rather than mass-distributed promotional content.

What Are the Benefits of Sending Cold Emails?

For freelancers, cold emailing offers several advantages:

• Market independence: There’s no need to rely on freelance platforms that take hefty commissions or to experience unexpected algorithm changes that affect your visibility.
• Direct client relationships: Reaching out directly lets you shape the relationship from day one, building trust and setting clear expectations.
• Targeted outreach: You can handpick your ideal clients – those that fit your niche, expertise, and preferred working style – rather than waiting for the right project to appear.
• Higher-value projects: Cutting out the middleman means clients often pay more, allowing you to capture the full value of your work.
• Portfolio growth: Thoughtful, strategic outreach lets you build an impressive portfolio in the industries and specializations you want to be known for.

While cold emailing takes effort – research, personalization, and persistence – it remains one of the most effective and cost-efficient ways for freelancers to secure high-quality clients and build a sustainable business.

How to Write a Cold Email

Now that you understand the benefits of sending cold emails, it’s time to learn how to write one. Follow these ten simple tips, and you’ll be well on your way to winning more clients.

1. Write an Attention-Grabbing Subject Line

Your potential clients are likely busy people. So, how can you persuade them to open your email? A catchy subject line will help your message stand out.

To write a catchy subject line:

• Keep it concise (a maximum of 60 characters or 10 words).
• Avoid vague language so the recipient can instantly see why you’re emailing.
• Use an action verb or a question to hook the reader.
• Avoid ALL CAPS, exclamation points, and spammy language or clichés.

To help you better understand how to write good subject lines, consider these examples:

If you are unsure about the quality of your subject line, there are online tools you can use to test it before clicking send.

2. Address the Recipient Directly

You need to know your email will be seen by the right person. If you’re emailing an individual with a public email address, that’s simple enough. But if you’re emailing a company, follow these six steps to find the right person:

1. Research the company structure to find the appropriate decision-maker.
2. Identify the email address of the person who would be most interested in your services at the company; don’t send to the generic company email.
3. Use the company’s website, LinkedIn profile, or social media accounts to confirm current positions.
4. For larger companies, target department heads rather than CEOs.
5. Once you’ve found the right person, contact them directly. Address them by name rather than using a generic salutation like Dear Sir/Madam. Using their name creates an immediate personal connection.
6. If possible, reference specific details about the target person or department. This shows that you’ve done your homework and have a genuine interest.

As with having a well-crafted subject line, these steps will help prevent your emails from getting lost in an inbox.

3. Tailor Cold Emails to Each Potential Client

Starting with a cold email template saves you time. However, it’s important to tailor the content for each new email. 

To do this effectively, you’ll need to conduct some research – review your target’s website, recent projects, mission statements, social media presence, press releases, and any content they’ve published. This will help you understand their needs and position your services as solutions to their specific challenges (or as ways to capitalize on emerging opportunities).

In the body of the email, you should:

• Highlight some of the key features and benefits of your services and explain them in terms of the target client’s needs or general industry challenges. This helps them see the direct value of working with you.
• Mention any relevant experience or expertise you have in their field. This could be a relevant portfolio item, case study, or success metric. Demonstrating expertise builds trust and credibility.
• Reference any recent work or company developments that you discovered during your research. This shows genuine interest and helps your email stand out as thoughtful rather than generic.
• Include reviews or testimonials from past clients on similar projects. Social proof reassures potential clients that you deliver quality work.
• Explain why you’d like to work with them in particular. If it was a blog post that caught your eye, mention it. If a colleague recommended that you reach out, mention that too. Showing a personal connection makes your outreach feel more authentic.

Ideally, your initial email should be under 200 words, so you may need to pick the most relevant details. Don’t forget that you can link to your website, social media, etc., if you want to point the recipient to extra information about your services, experience, or specializations.

4. Incorporate Professional Branding

Consistent branding not only helps recipients remember you but also conveys a sense of established professionalism. While plain-text emails can be effective, thoughtfully designed emails with subtle branding elements are more likely to stand out in crowded inboxes. Your email’s visual style should seamlessly align with your website, portfolio, and other marketing materials, reinforcing a cohesive and professional identity.

When incorporating branding elements, consider the following:

• Consistent color scheme: Reflect your brand’s identity with colors that are instantly recognizable.
• Subtle logo placement: Include your logo in the header or signature for a polished touch that doesn’t overwhelm the design. 
• Professional fonts: Choose fonts that are both professional and easy to read across all devices.
• Cross-platform testing: Ensure your design looks great in all major email clients (e.g. Microsoft Outlook, Gmail, and Apple Mail) and before hitting send.
• Mobile responsiveness: Optimize your layout for mobile screens to guarantee a smooth experience for on-the-go readers.

5. End on a CTA

Every cold email should conclude with a clear, specific next step that makes it easy for the recipient to respond. 

Vague endings like Let me know if you’re interested place the burden of decision-making on the client, without providing clear direction. Instead, end your cold email with a call to action (CTA), giving the recipient a clear next step to take – whether that’s scheduling a brief call, reviewing a relevant case study, or accepting a free consultation.

Here are some examples:

I’ve attached a quick mock-up showing how your latest product could look with updated graphics. If you’d like to discuss implementing similar designs across your catalog, you can book a 15-minute slot on my calendar here: [Calendar Link]

Are you available for a 20-minute online chat next Wednesday at 2 pm? If that doesn’t work, feel free to email me at this address, and we can schedule another time.

I’m photographing another property in your neighborhood next Monday and could offer a special rate if we schedule your listing shoot that same day. Would you prefer a morning or afternoon time slot?

I’d like to show you how I could save you approximately 10 hours each week on administrative tasks. Can I show you a sample workflow document, or should we schedule a brief call this Friday to discuss your most time-consuming challenges?

I’ve drafted two potential headlines for your upcoming environmental awareness event. Would you have 10 minutes this week to discuss which approach might better resonate with your audience? I’m available Thursday morning or anytime Friday.

6. Create a Professional Email Signature

Your email signature is more than just a sign-off – it’s a digital business card and an extension of your professional identity. A well-crafted signature not only conveys professionalism but also makes it easy for prospects to connect with you or explore your work through different channels. The key is to provide essential information without clutter or distracting design elements.

An effective freelancer signature should include:

• A professional headshot: Adds a personal touch and helps establish a human connection
• Your full name, title, and primary specialty: Clearly communicates who you are and what you do
• Links to your portfolio, website, and relevant social profiles: Offers quick access to learn more about your expertise
• A brief, compelling tagline: Summarizes your unique value in one impactful sentence
• Alternative contact methods: Consider adding a phone number or messaging app for quicker follow-up

7. Plan Your Follow-Up Emails

Emails can easily get lost in a full inbox. But that doesn’t mean you give up! Instead, you need a plan for what to do if the recipient doesn’t respond. 

Following up is essential to cold email success, as many positive responses come after the second or third contact. In fact, the marketing rule of seven claims that you need seven contacts – or interactions – to turn a prospective client into an actual one. 

Because of this, you’ll need to develop a strategic sequence of follow-ups that add value, rather than simply asking: Did you see my previous email? Each follow-up should provide additional information or perspective while gently reminding the prospect of your initial message.

Follow this timeline to make sure your email gets seen:

• After 2–4 days without a response, write a second email checking in again. Look for a different angle on your original message here. You can also reply to the previous email you sent to remind them of your initial contact.
• After another 4–7 days, write again. This time, consider adding some new information, but keep it short – summarize the key points of your message and the CTA.
• After another week, send one more reminder; this time, try a different angle or offering. Be sure to emphasize what they’ll be missing if they don’t respond, creating a sense of urgency. Alternatively, you can try contacting another relevant person at the same company (e.g., if you tried the content manager at first, you could try the marketing manager instead).

Typically, three or four follow-up emails without a response is a sign to move on: If the recipient doesn’t respond by then, they are unlikely to suddenly reply with a Yes to the fifth email, so make sure you don’t end up harassing them. And if they say No, simply thank them for their time, ask them to keep you in mind for the future, and move on.

Much like the original email, you can create templates for each of these follow-up messages and customize them as needed. Customer relationship management and project management tools can help you keep track of conversations, schedule follow ups, and make sure no potential client falls through the cracks.

8. Managing Negative Responses

Unfortunately, even the best-crafted emails sometimes go unanswered, and not every cold email will spark interest. However, there’s always something to learn – even rejections can provide value when handled correctly. 

A professional response to a No keeps the door open for future opportunities and sometimes leads to valuable referrals. When facing rejection, try to:

• Express genuine appreciation for their time and consideration
• Ask if you might check back at a specific future date
• Request brief feedback if appropriate to the situation
• Inquire whether they know others who might need your services
• Keep the interaction positive and professional throughout

Remember that circumstances change; the client who isn’t interested today may need your services in six months or meet someone who does.

9. Handling Positive Responses

This is the moment you’ve been waiting for: a positive response to your cold email. But what happens next is crucial. Converting that initial interest into a paying client requires you to maintain momentum, build trust, and clearly demonstrate value. Response time matters. Aim to reply within hours, not days, to show reliability and enthusiasm for the project.

To effectively convert interest into opportunity:

• Schedule a call at the client’s earliest convenience to keep the conversation moving.
• Send a brief agenda beforehand to set expectations and demonstrate professionalism.
• Listen more than you speak during initial discussions to understand their needs and priorities.
• Follow up promptly with a tailored proposal that directly addresses the client’s goals.
• Be transparent about your terms, pricing, and process to eliminate surprises and build trust.

10. Legal Considerations

Lastly, it’s important to be familiar with the laws surrounding cold emailing. This form of outreach is governed by privacy and anti-spam regulations that vary by location and industry. Ignoring these can result in penalties, damage to your reputation, and blocked emails. Understanding and respecting these regulations demonstrates your professionalism and commitment to ethical business practices.

Here are some legal aspects to keep in mind:

• Include an unsubscribe option or a clear method for recipients to opt out.
• Identify yourself and your business truthfully. Misrepresentation can lead to legal consequences.
• Honor opt-out requests promptly and permanently to maintain compliance.
• Research jurisdiction-specific requirements before sending any cold emails to avoid violations.
• Maintain accurate records of consent and communications to demonstrate compliance if necessary.

Becoming A Freelancer

If you keep these ten tips in mind before sending out your next cold email, the chances of your gaining new clients will greatly improve. If you’d like to learn more about communicating with prospective clients, running a successful freelance business, or setting one up from scratch, our Becoming A Freelancer course is the ultimate guide.

In less time than it takes to write an email, you can sign up for free and try some of our lessons.

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