How do you write a cold email that actually gets replies?

How do you write a cold email that gets replies?

Write to one person about something they did, ask one question they can answer in a sentence, and keep the whole message under 100 words. The reader should understand in the first line why you are writing to them and not to everyone else. The question should be easy to answer from a phone, without opening a link, booking a call, or reading about your product.

Most cold emails fail for the opposite reasons. They start with the sender, describe a product, and end with a large ask, such as a 30-minute call with a stranger.

The three parts of a cold email that gets replies

A founder's cold email, or a direct message on LinkedIn or X, has three parts.

1. The reason you are writing to them. Something specific they did recently: a post, a question in a community, a job listing, a talk. This shows the message is not a mass email.
2. One sentence about you. Who you are and what you are trying to understand. Not your pitch.
3. One small question. About their experience, not your idea. Something they can answer in a line.

Everything else is optional, and most of it makes the message worse.

A cold email template you can copy

Hi [name], I saw your post in [place] about [the specific thing they said or did].

I'm building a small tool for [audience] who [problem], and I'm trying to understand how people handle it today.

When it last happened, what did you do about it?

[Your first name]

That is about 60 words. It works as an email, a LinkedIn message, or a reply in a community, if the community allows direct messages.

Cold email examples: before and after

These are illustrative examples.

Before:

Hi there! I'm the founder of an AI-powered platform that helps freelancers win more clients with smart follow-ups. We're launching soon and I'd love to get 30 minutes on your calendar to show you a demo and hear your feedback. Would next Tuesday work?

After:

Hi Maria, I saw your post on Indie Hackers about losing two client proposals in a month because you forgot to follow up.

I'm building a small tool for freelancers with the same problem, and I'm trying to learn how people handle it today.

How do you keep track of proposals you've sent?

Alex

The second version names what she wrote, does not pitch, and asks a question she can answer in ten seconds.

Ask for a reply before you ask for a call

A 30-minute call is a large favor from a stranger. A one-line answer is a small one. Ask for the small one first. If the person replies with a real answer, they are often willing to talk more, and you can ask then: "Thanks, that's really helpful. Would you be open to a 20-minute call to walk me through how you do it?"

This two-step approach also tells you more. The first reply shows whether the problem matters to them. The call shows how much.

Write the subject line last

For email, the subject line should look like a message from a person, not a newsletter. Short, lowercase, and specific works well: "your post about proposal follow-ups" or "question about client proposals." Avoid "Quick question," which is overused, and anything that looks like marketing.

Follow up once

Send one follow-up after four or five days if there is no reply. Keep it short and give them an easy way out: "Just bringing this back up in case it got buried. No worries if it's not a good time." Then stop. A third message rarely helps and can damage your reputation in a small community.

Count replies, not opens

Treat a round of cold emails as a test. Before you send, write down how many people you will contact, what counts as a real reply, and what result would make you continue. For example: "30 messages. A real reply describes their current way of handling the problem. 5 or more real replies: continue and ask for calls. Fewer than 3: change the audience before changing the message."

This is an illustrative rule. Track it in the growth experiment template so the next round builds on this one. Open rates are unreliable because many email clients load images automatically, so count replies instead.

Stay on the right side of the rules

Cold outreach to businesses is regulated differently in different countries, and the rules in the EU are stricter than in the US. Write to people individually, explain who you are, give them an easy way to say no, and stop when they ask. Do not buy email lists, and do not add people who replied to a newsletter without their consent. If you are unsure, check the rules for your country before you send.

Marketing Loop is in development. It is being built to keep each test, its result, and the decision it led to in one place. If you want to know when it is ready, join the build updates.

FAQ

How long should a cold email be?

Under 100 words. If it does not fit, you are probably explaining your product, which can wait until they reply.

Should I mention my product in a cold email?

Briefly, in one sentence, so they know why you are asking. Do not describe features or link to a demo in the first message.

What is a good reply rate for cold emails?

It depends heavily on the audience and how specific the message is, so set your own threshold before you start rather than comparing with averages. A very low reply rate from a well-chosen list usually means the message is unclear. A low reply rate from a broad list usually means the audience is wrong.

Is a LinkedIn message better than an email?

Use the channel where the person is most active and where they talked about the problem. If they posted on LinkedIn, reply or message there. The template works for both.

Send ten today

Pick ten people who recently did something that shows they have the problem. Write each of them a message with the three parts, send them today, and count the real replies after five days.