Building SaaS
February 21, 2023
min read

Cold Emailing Potential Customers: The Best Way to Approach Them

Olaf Jacobson
Founder & Business Development, Soon

Cold emailing is one of the most common methods businesses use to reach out to potential customers. However, it is also one of the most challenging strategies, as it requires a well-crafted message that will capture the recipient's attention and convince them to take action. In this blog post, we will discuss the best way to go about cold emailing potential customers.

Research Your Prospects

The first step in writing an effective cold email is to research your prospects. You need to identify your target audience, find their contact information, and learn as much as possible about them. This will help you personalize your message, making it more relevant and engaging.

There are several ways to research your prospects. You can start by browsing their social media profiles and websites, looking for information that can help you better understand their needs and interests. You can also use online tools such as LinkedIn,, and Voila Norbert to find their contact information, including email addresses.

Once you have gathered enough information, you can start crafting your message.

Craft a Compelling Subject Line

Your subject line is the first thing your recipient will see, so it's crucial to make it attention-grabbing. A compelling subject line should be concise, relevant, and intriguing. It should give the recipient a reason to open the email and read more.

Here are some tips for writing a great subject line:

  • Keep it short and sweet, ideally under 50 characters.
  • Personalize it by including the recipient's name or company.
  • Use power words that evoke curiosity, urgency, or emotion.
  • Avoid using spammy words such as "free," "discount," or "limited time."
  • Test different subject lines to see what works best.

Remember, your subject line is your first impression, so make it count.

Personalize Your Message

Personalization is key to making your cold email stand out. People are more likely to respond to a message that speaks directly to their needs and interests. Therefore, you should tailor your message to each recipient.

Start by addressing the recipient by name, and make reference to something you learned about them during your research. For example, you could mention a recent blog post they wrote, a project they completed, or a mutual connection you share. This shows that you've done your homework and are genuinely interested in their business.

Keep Your Message Concise and Clear

Your email should be short, sweet, and to the point. Avoid using complicated jargon or industry-specific terms that the recipient may not understand. Instead, use simple language and focus on the benefits of your product or service.

Make sure your message is clear and easy to read. Use short paragraphs and bullet points to break up the text. Also, use a conversational tone that's friendly and approachable.

Provide Value

Your cold email should not be a sales pitch. Instead, it should provide value to the recipient. This could be in the form of a helpful tip, a useful resource, or a free trial of your product. The goal is to build trust and establish a relationship with the recipient.

By providing value, you show that you're not just interested in making a sale, but also in helping the recipient solve a problem or achieve a goal. This can go a long way in building a lasting business relationship.

Close with a Clear Call to Action

Your email should end with a clear call to action. This is the action you want the recipient to take after reading your email. It could be scheduling a call, setting up a demo, or simply replying to your message.

Make sure your call to action is clear and specific. Use action-oriented language, and make it easy for the recipient to take the desired action. For example, you could say "Let's schedule a call to discuss this further" or "Click here to sign up for a free trial." Whatever your call to action may be, make sure it's relevant to your message and provides a clear benefit to the recipient. By making it easy for them to take action, you increase the chances of them responding positively to your email. Remember to keep your tone friendly and approachable, and thank them for their time and consideration.

What we use at Soon

You might be wondering if we actually practice what we preach here. I can assure you that we've tried out many tool to help us with our outbound effort at Soon. One of the few platforms that really delivered results and the one we are still using today is: Apollo.

There are several tools available that can help you streamline your cold email outreach, and one that we recommend is Apollo is an all-in-one platform that provides you with everything you need to find and connect with your target audience. With Apollo, you can find verified email addresses and contact information, automate your email outreach, and track your results in real-time.

Using Apollo, you can create personalized email campaigns that are tailored to your target audience. The platform allows you to set up automated email sequences that are triggered based on the recipient's behavior, such as opening or clicking on a link in your email. This can save you a lot of time and help you reach more prospects without sacrificing personalization.

In addition, Apollo provides you with detailed analytics and reporting, allowing you to track your campaign's performance in real-time. This can help you identify what's working and what's not, so you can make adjustments to your strategy as needed.

Overall, using a tool like Apollo can help you streamline your cold email outreach and improve your chances of success. However, it's important to note that tools like Apollo should not be a substitute for personalization and human touch in your cold email outreach. While the platform can automate certain aspects of your campaign, it's still crucial to take the time to research your prospects and personalize your message.

Follow Up

Following up is an essential part of cold email outreach. People are busy, and it's possible that your initial email got lost in their inbox or that they simply haven't had a chance to respond. Therefore, it's important to send a follow-up email a few days after your initial message.

Your follow-up email should be short and friendly. Remind the recipient of your initial email, and ask if they've had a chance to consider your offer. You could also provide additional value or information that you think might be relevant to their business.

It's a good idea to follow up two or three times, spaced out over several days or weeks. However, be careful not to come across as pushy or annoying. If you still haven't received a response after several attempts, it's probably best to move on and focus your efforts on other prospects.


Cold emailing potential customers can be a daunting task, but by following the tips outlined in this post, you can improve your chances of success. Remember to research your prospects, craft a compelling subject line, personalize your message, provide value, and close with a clear call to action. And don't forget to follow up!

While there are several tools available to help you streamline your cold email outreach, it's important to remember that personalization and human touch are still crucial to your success. Take the time to research your prospects and tailor your message to their needs and interests. With a little bit of effort and the right approach, cold emailing can be an effective way to reach out to potential customers and grow your business.

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