Why Cold Emails Feel Cold (And How to Warm Them Up)
We’ve all been on the receiving end of a cold email that feels… well, cold. Generic greetings, vague offers, and no real understanding of who we are or what we need. They’re easy to delete because they don’t give us a reason to care.
That’s the biggest problem with cold outreach: it often skips the part where you connect with the actual human on the other end.
Find Something Specific First
If you’re reaching out to a potential client, start by doing a little homework. Look at their website, their social media, or even their physical space if it’s local. Find one tangible thing to point out that shows you’ve paid attention.
Let’s say you’re emailing a local coffee shop—Brew & Bean Co.. You notice their website isn’t mobile friendly. That’s a big deal when so many people are searching for “coffee near me” while on the go. A clunky mobile experience could mean missed foot traffic and lost sales.
Opening your email with that insight instantly changes the tone. It shows you’re not sending the same message to 200 people—you’re writing to them.
How to Structure the Email
Think of a good outreach email like a mini story with three beats:
The Problem: Briefly highlight the issue you noticed (in this case, a site that’s tough to use on mobile).
The Solution: Show how your skills or services could address it (redesigning for responsive, mobile-first browsing).
The Result: Paint a picture of the impact (more customers finding them, easier ordering, more coffee sold).
Keep it short, conversational, and focused on them—not on you.
Don’t Forget the CTA
Too many emails end with a polite “let me know.” Instead, give your reader a clear next step. For example:
“Would you be open to a quick call next week to talk about making Brew & Bean’s site easier to use on mobile?”
That’s a simple, direct ask that keeps the conversation moving forward.
The bottom line: Cold emails don’t have to feel cold. By doing your homework, structuring your message around a client’s real needs, and including a strong CTA, you can turn a cold open into a warm opportunity.
Subject: Making Brew & Bean easier to find (and order from) on the go
Hi B&B,
I was checking out Brew & Bean’s website and noticed it isn’t fully optimized for mobile. That can be tough for people searching “coffee near me” while on the go—especially when they’re just trying to grab their morning latte quickly.
I specialize in designing mobile-friendly websites that not only look great but also make it easy for customers to find what they need fast. For a neighborhood spot like Brew & Bean, that could mean more foot traffic, smoother online orders, and more regulars discovering you every day.
Would you be open to a quick 15-minute call next week to chat about how we could make your site work harder for you (and your customers)?
Best,
Adam