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How to Write a Cold Email for Sales That Gets Responses: A Guide by Troy Munson

Sara Detrik
AuthorSara Detrik
Cold Email Templates

Cold emailing isn’t dead—far from it. It’s one of the sharpest tools in your sales arsenal.

But here’s the rub: most cold emails fall flat.

They’re either too generic, overly pushy, or just plain boring. As CEO of Dimmo, I’ve seen (and sent) my fair share of winners and losers.

The difference?

Strategy, personalization, and execution. Let’s break it down so you can send cold emails that actually get responses—not eye rolls.

Fact: 80% of decision-makers say they prefer to be contacted via email over other forms of outreach.

Example of an eye-catching image for cold emails, Troy holding a white board that reads 'Hi Everyone'What Is a Cold Email (and What It’s Not)?#

A cold email is your first handshake with someone you’ve never met.

Think of it as sliding into someone’s inbox, uninvited, but with a purpose.

The goal?

Build a bridge—not burn one.

Cold emails are not mass spam, generic pitches, or “Let me tell you about my product” monologues. They’re targeted, thoughtful, and designed to open a door.

How Cold Emailing Has Changed#

Gone are the days when you could blast a thousand emails and hope for a 2% response rate. Prospects are savvier. Tools like Gmail filters and stricter regulations (looking at you, GDPR) mean you have to play smarter, not harder.

Personalization and value are now table stakes. If your cold email doesn’t feel like it’s written specifically for the recipient, it’s toast.

Troy’s 5-Step Framework for Cold Email Success#1. Get Laser-Focused on Your Audience#

The best cold emails start with knowing who you’re talking to. Broad strokes don’t work anymore. Use tools like LinkedIn Sales Navigator or Apollo to dig deep into your ideal customer profile (ICP).

For example:

  • Segment by Role: Are you emailing a VP of Sales or a Marketing Manager? Their goals (and problems) will be worlds apart.
  • Look for Triggers: Did their company just raise funding? Are they hiring for key roles? Use these cues to tailor your message.

Pro Tip: Write down 3-5 pain points your target likely faces. Your email should address one of them directly.

2. Nail the Subject Line#

Your subject line is the bouncer to your email. If it’s boring or generic, it’s game over.

Examples That Work: “Quick question about [Their Company’s Goal]” “How [Similar Company] solved [Pain Point]” “Scaling [Team Type]? This might help”

Avoid: Buzzwords like “Revolutionary” or all caps (you’re not a spam bot).

Stat: 47% of email recipients decide whether to open an email based on the subject line alone.

3. Write a Killer Opening Line#

The first sentence is make-or-break. Skip the clichés (“Hope this email finds you well”) and get straight to the point.

Template: “I noticed [specific observation about their business], and it got me thinking about [problem they might face].”
For example: “I saw [Their Company] just launched [New Product]. Congrats! Expanding in [Area] often comes with [Specific Challenge].”

This shows you’ve done your homework and aren’t just another name in the inbox.

4. Deliver Value Immediately#

The fastest way to lose someone? Make the email all about you. Instead, focus on what they get out of the interaction.

Template: “We recently helped [Similar Company] achieve [Specific Result]. I think [Your Solution] could help you tackle [Pain Point].”
For example: “We worked with [Competitor] to streamline their [Process], saving them 20 hours a week. I’d love to explore if we can help you do the same.”

Pro Tip: If you can include a link to a case study or a quick stat, do it. Specificity sells.

5. Close with a Crystal-Clear CTA#

Don’t leave them guessing. Tell them exactly what you want them to do next.

Examples: “Are you free for a quick 15-minute call next week? Here’s my calendar: [Insert Link].” “Does this sound like something you’d like to explore? If so, just reply ‘Yes’ and I’ll send over some times.”

Avoid: Asking for too much upfront. Cold emails are for starting a conversation, not closing a deal.

Great Tools for Cold Outreach#

1. Ponyrun - This tool focuses on automating prospect research and uses AI to analyze data and provide insights about potential leads, making it easier to find and engage with prospects.

2. Orum - Orum features advanced AI-powered dialing technology that automates the call process, reduces idle time, and offers real-time coaching during calls.

3. OneShot.ai - OneShot uses AI to personalize messaging at scale and streamline the outreach process with seamless integrations into existing tools.

4. Letterdrop - This platform focuses on identifying warm leads and automating engagement strategies to help sales teams connect more effectively with potential buyers.

5. Trellus - Trellus enhances sales performances through real-time coaching and comprehensive call insights, allowing sales teams to improve their strategies dynamically.

The Dimmo Cold Email Template#

Here’s a template we’ve used for over hundreds of successful outreach campaigns:

Subject Line: CEO’s Statement

Hi [First Name],

Saw [CEO’s Name] statement on [Recent Article/Blog/Podcast] and they mentioned [Challenge].

At Dimmo, we’ve helped [Similar Company] achieve [specific result]. For example, [quick stat or case study].

Worth exploring something like this?

Best,

Troy Munson

Common Mistakes (and How to Avoid Them)#

1. Being Too Vague: Don’t leave your prospect wondering why you’re emailing. Get specific.

2. Writing a Wall of Text: Brevity wins. If it’s more than 150 words, trim it down.

3. Skipping the Follow-Up: Most responses come after the second or third email. Don’t be afraid to send a polite nudge.

Follow-Up Template: “Hi [First Name], just wanted to bump this to the top of your inbox. Would love to hear your thoughts on the below.”
Final Thoughts#

Cold emailing isn’t about luck; it’s about execution. When you take the time to research, personalize, and deliver value, you’re not just sending emails—you’re starting conversations.

Ready to level up?

Try incorporating these tactics into your next campaign, and let me know how it goes. Or better yet, swing by Dimmo’s platform to see which companies can help you automate the heavy lifting.

Here’s to hitting “Send” with confidence!