9 Cold Email Formulas That Just Plain Work

Pop quiz. What is the very first purpose of any cold email?

Makes sense, right?

So what’s the primary aim of your very first sentence?

The remarkably plain reaction is…to get the 2nd sentence read.

Good news: There’s a proven formula for that.

For years copywriters have used basic scientific principles of persuasion and influence to come up with a number of writing technics that reliably draw readers into their content. These formulas just plain work – and can stop people in their tracks and compel them to read your cold email.

Below are the nine best formulas we’ve come across, as seen in real-world cold email examples from Yesware sales reps and others. Give them a attempt and see how they might improve your reply rates.

Don’t just send a cold email. Find out when it’s opened. And clicked.

Taut on time? Leap around to any section.

1. Before-After-Bridge (BAB)

After – Imagine what the world would be like if you solved this problem

Open by describing a problem that is relevant to your prospect, and then describe how the world would be different if that problem didn’t exist. Close by explaining how your product/idea/service can help them get there.

Example: Here’s an email that was sent our way by a rep (real name switched) from Xactly.

Two. Problem-Agitate-Solve (PAS)

Agitate – Agitate that ache point

Instead of imagining life without the problem (the “After” stage), PAS calls out the dangers in the road from point A to B and explains how your product is the weapon they need to win.

Why it works: Because ache is even more motivating than pleasure. People want to avoid hassle, problems, and unnecessary burdens.

Three. But You Are Free

You’re looking at one of the most effective persuasion technologies out there. Make a request and then tell your prospect “but you are free” to do whatever they’d like.

Four. Star-Chain-Hook

Chain – A series of facts, sources, reasons, and benefits

Introduce your idea with an attention-grabbing opening. Create a chain of supporting facts, sources, and benefits to build credibility and convert attention into interest. Then, hook them with a call to act that makes it effortless to take the desired next step.

Why it works: The key element in this cold email formula is the chain. By introducing proof points that lend credibility to your argument, you have a better shot at coaxing someone to go after through.

Example: This cold email was sent to us by someone (real name switched) at Conga Composer.

Five. Attention – Interest – Desire – Act (AIDA)

Attention – Grab the reader’s attention.

Interest – Make it individual to engage their interest.

Desire – Build desire for what you’re suggesting.

Why the cold email example below works:

1. Attention: The opening line pulls the reader in by referencing a tweet she had sent earlier that day.
2. Interest: It piques her interest by providing a reason why she should engage.
3. Desire: Classic FOMO. The fear of missing out on something increases our desire for it.
4. Act: There’s clear direction on what she should do after reading the email.

Want to attempt two formulas to see which works best? Save templates, get reporting.

6. Star-Story-Solution

Starlet – The main character in your email. It could be you, your prospect, a product, etc.

Story – Talks about how the starlet faces the same problem your market does.

Solution – An explanation of how the starlet wins in the end.

That’s because the brain does not make much of a distinction inbetween reading about an practice and encountering it in real life. In each example, the same neurological regions are stimulated.

Used in a cold email, stories help your reader quickly wrap their head around the idea you’re to sell them. You’ll engage their attention and create an emotional connection that makes it lighter to reply.

Example: This is the honest-to-goodness email I used two years ago to land a job at Yesware. The rest is history.

7. The Reader’s Digest Model

In 1961, legendary copywriter John Caples analyzed Reader’s Digest to find its secrets for hooking readers in the opening paragraph. He found that the most-successful articles:

• Are fact-packed
• Are concise
• Are specific
• Contain few adjectives
• Excite curiosity

Example: This email from Yesware Business Development Associate, Dakota McKenzie, used many of these key elements to grab his prospect’s attention. (It also made a lasting impression.)

8. The 3-B Plan

From Gregory Ciotti of Help Scout, this cold email mechanism is similar to the Reader’s Digest model, providing the reader a clear sense of who you are and what you want from them. He adds this key element: Be blunt.

Being blunt doesn’t mean not being persuasive, it simply means getting to the point without attempting to be clever. Stories and jokes are essential for other forms of writing, but NOT for emails. Get to the incentive on why the other person should react right away.

Why it works: Studies showcase that shorter emails result in quicker response time. If you make someone actually think about what you’re asking, it’s just another item on their to-do list.

9. Praise-Picture-Push (3P’s)

Praise – Open with a veritable, respectful compliment

Picture – Use cause-and-effect reasoning to paint a picture describing how your product/service/idea will supply

Why it works: The “3P” cold email formula is rooted in psychology.

1. Praise – To the brain, receiving a compliment is as much a social prize as receiving cash.
2. Picture – Studies demonstrate that when a person explains cause-and-effect, it builds trust and lends more weight to their argument.
3. Shove – Explain some, but not all, of what the reader will get if they react. It’s what we don’t know that makes us want to investigate, detect, and agree to learn more.

Bottom Line: You Don’t Have To Reinvent The Wheel Every Time

These copywriting formulas have been tested and proven to mesmerize, captivate, and persuade all types of audiences. Find a formula that works with your prospects, and save it as a cold email template to reuse when you need it.

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